Presented by: Clayton Closson, Web Content Manager Quicken Loans and Kelly LaVaute, Social Media Manager Quicken Loans Hosted by: VIPdesk Find Out: -The importance of reputation management and customer communication via social media -How Quicken Loans makes it easy for their customers to communicate with them via social media channels -What social media tools Quicken Loans is using for communicating with its customers -Best practices for communicating with customers via social media -Lessons Quicken Loans has learned -Suggestions for other brands starting the social customer communication process

1. VIPdesk Webinar Series
How Quicken Loans Uses
Presented by: Social Media to Strengthen
Clayton Closson Customer Relationships
Web Content Manager
Quicken Loans
Kelly LaVaute
Social Media Manager
Quicken Loans View the Webinar
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 1

2. Today’s Agenda
• The importance of reputation management and customer
communication via social media
• How Quicken Loans makes it easy for their customers to
communicate with them via social media channels
• What social media tools Quicken Loans is using for
communicating with its customers
• Best practices for communicating with customers via social
media
• Lessons Quicken Loans has learned
• Suggestions for other brands starting the social customer
communication process
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 2

3. The Presenters
Clayton Closson Kelly LaVaute
Website Content Social Media
Manager Manager
Quicken Loans Quicken Loans
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4. Tweeting about Today’s Webinar?
Hashtag: #vipdesk
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5. About Quicken Loans
• Founded in 1985 - Privately owned
• The nation’s largest online retail lender
• The 5th largest overall lender
• $25 billion in closed loans in 2009
• One million closed loans since 1985

6. About Quicken Loans
• We work with 10,000 new clients daily
• 300-500 closed loans every day
• 94% of closed clients would recommend us
• 49-member Client Relations Team
• Social Media Manager is liaison between Client Relations
and our clients

7. Why would we a get complaint?
• Complaints represent only .33% of our clients
• Misunderstandings about:
 Real estate appraisals
 Quicken Loans Deposit
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8. Our Reputation Management Approach
1. Respond to complaints
2. Educate and react
3. Encourage positive reviews
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9. Respond to Complaints
• Get buy-in from senior mgt, PR and Legal
• Make sure offline resolution process is in place
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10. Respond to Complaints
• Change in online client relations strategy
• Put our social media manager on front line
• Answer and resolve every complaint – blogs, review sites,
complaints sites, social media, offline
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11. Educate and React
• Responding isn’t enough
• We need to ADDRESS any issues
• EDUCATE our clients
• REACT by improving our processes
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12. Educate and React
• Created information about appraisals
• Articles on our site
• Videos
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13. Educate and React
• Answer questions as a Knowledge
Partner in Yahoo! Answers
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14. Educate and React
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15. Educate and React
• Added appraisal and deposit information to
MyQuickenLoans.com
• Every client sees this BEFORE they sign their documents
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16. Educate and React
• Created information about Quicken Loans Deposit
• Article on our sites
• Video
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17. Educate and React
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18. Encourage Positive Reviews
• 94% of our clients would recommend us, but most
online reviews were negative, so…
• We send EVERY closed client an invitation to review us, and…
• We ask happy clients to do video testimonial. Send them a FLIP.
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19. Encourage Positive Reviews
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20. Encourage Positive Reviews
324 Fairfax Street | Alexandria, VA 22314 | 703-837-3518 | vipdesk.com | Confidential proprietary VIPdesk information | 2010 | 20

21. Encourage Positive Reviews

22. Encourage Positive Reviews

23. Examples from
the Front
Kelly@quickenloans.com

24. We don’t pay for monitoring. There are too many free tools!

25. Looking for a list of tools?
http://wiki.kenburbary.com/

26. Who wants to know?

27. The Good

28. The Bad

29. Examples from the Front

30. Examples from the Front

31. Examples from the Front

32. Examples from the Front

33. Examples from the Front

34. Examples from the Front

35. Examples from the Front

36. Quicken Loans’ Social Networks
• Twitter
• Facebook
• Yahoo! Answers
• YouTube
• FriendFeed
• Flickr
• Zillow
• Linked In
• Active Rain

37. Quicken Loans’ Review Sites
• QuickenLoansReviews.com
• Epinions
• Viewpoints
• Facebook reviews
• YouTube

38. Quicken Loans-Operated Blogs
• What’s The DIFF? blog
• Community DIFF
• Quicken Loans Insider
• Quicken Loans Mortgage News

39. In Conclusion…
• Look for EVERY opportunity
• See complaints as an opportunity to educate the public
and improve internally
• Make it easy for your clients to review you - offer
incentives?
• Make SURE you have buy-in from stakeholders and
internal processes that work
• Importance of offline Reputation Mgt. initiatives

40. VIPdesk. Making
Great Brands Even
Better.
Questions and Discussion
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41. Upcoming VIPdesk Webinars
November 2010
•November 9: Customer Experience Management: The Key to
Continued Business Growth & Success
December 2010
•December 8: How to Integrate Social Media Into Your Contact Center
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42. VIPdesk. Making
Great Brands Even
Better.
About Us
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43. Connect With Us Online
Website: http://www.vipdesk.com
Blog: http://blog.vipdesk.com
Twitter: http://twitter.com/vipdesk
Facebook: http://facebook.com/vipdesk
LinkedIn: http://linkedin.com/companies/vipdesk
YouTube: http://youtube.com/user/vipdesk
Via RSS: http://twitter.com/statuses/user_timeline/23095083.rss
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44. Making Great Brands Even Better
Serving as a seamless extension of leading brands, our innovative
Brand Experience Management Solutions deliver memorable
customer experiences, business insights and actionable intelligence
that generate customer advocacy and drive business growth.
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45. VIPdesk Service Offerings
Voice of
Concierge Customer Social Customer
Experiential IVR
and Loyalty Care Media Surveying
Programs Services
Services Solutions Support and
Analytics
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46. Customer Care Experts
• 20+ years of customer service experience
• 10+ years optimizing home-based model
• Expertise in virtual recruiting, training and performance
management
• Demographically matched Brand Ambassadors and
Concierges
• Unique platform, processes and culture
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47. Brand Leaders Trust VIPdesk
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48. VIPdesk. Making
Great Brands Even
Better.
Clayton Closson Kelly LaVaute
Website Content Manager Social Media Manager
(313) 373-3070 (313) 373-3021
ClaytonClosson@QuickenLoans.com KellyLaVaute@QuickenLoans.com
www.twitter.com/quickenloans www.twitter.com/quickenloans
www.QuickenLoans.com www.QuickenLoans.com
(703) 837-3507
marketing@vipdesk.com
www.twitter.com/vipdesk
www.vipdesk.com