23. âFear leads to anger.
Anger leads to hate.
Hate leads to suffering.â
Yoda, Star Wars
24. Some ways to get past the fear (& anger)
â˘! It is better to respond
â! Consumers fill the void
â˘! Thank the respondent for their comments
â˘! Donât be defensive
â˘! Take the conversation off-line
â˘! Solve the problem if you can
â˘! Ask the individual to repost
27. Avis: We try harder
â˘! Identified impact of social media on decision
making process
â˘! Saw negative comments around the web
â˘! Opportunity to service Avis customers better
â˘! Reinvigorate âwe try harderâ brand promise
â˘! Create brand champions opposed to critics
28. The solution
â˘! Conducted an audit of online discussion
â˘! Identified key conversation topics
â! Clearer contract
â! Satnav/GPS
â! Enhancement to the loyalty programme
â˘! Adapted customer service offer in accordance
â˘! Created wetryharder.co.uk bespoke blog
â! A platform through which to enter the conversation
29.
30. The results
â˘! Avis approval rating increased by 200%
â˘! Eclipsed Hertz, a main competitor
â˘! Over 400 independent positive customer
comments
â˘! 10% growth in a sector growing at 1% p.a
â˘! Award winning
â! 2007 SOCAP award for Innovation in Customer
Service
35. âGoogle is not a search engine. Google is a reputation-management
system, and thatâs one of the most powerful reasons so many CEOs have
become more transparent: Online, your rep is quantifiable, findable, and
totally unavoidable. In other words, radical transparency is a double-
edged sword, but once you know the new rules, you can use it to control
your image in ways you never could before.â
Clive Thompson, Wired, March 2007.
36. A Google check-list in 30 seconds
â˘! Monitor regularly
â˘! Engage with user generated content that ranks
highly
â˘! Promote your own content
â! Change frequently
â! Use keywords in your headlines
â! Post links around the web