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  15. A (Very) Brief History of Advertising Permission
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  22. Process #2
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  27. Now a journalist frames her questions based on what she read about you online.
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  29. Customer Experience Shapes Your PR
  30. Customer Experience Shapes Your PR
  31. Customer Experience Shapes Your PR <ul><li>Agents stuck to the scripts: “Best way to solve problems is to contact us directly…” </li></ul><ul><li>Look don’t touch policy </li></ul><ul><li>Customer Service Problems: 2,950,000 hits </li></ul><ul><li>First Hit: &quot;If you have problems, expect no assistance from Dell” </li></ul><ul><li>Confused response: Dear Mr. Langley… Dear Ms. Kohler… </li></ul><ul><li>Buyer beware? No, seller beware. </li></ul>
  32. Customer Experience Shapes Your PR
  33. Customer Experience Shapes Your PR
  34. Customer Experience Shapes Your PR
  35. Customer Experience Shapes Your PR
  36. Customer Experience Shapes Your PR
  37. Does it matter what you tell a journalist when she can just Google you?
  38. The Importance of the First 3 Google Pages http://www.prweb.com/releases/2006/4/prweb369153.htm 62% of searchers don’t go beyond the 1st page. 90% of searchers don’t go beyond the 3rd page. 36% of searchers believe that the companies in top spot of the results are the top brands in their field. 41% of searchers will change their search term if they don’t find what they’re looking for on the first page
  39. So How Do You Reach Out? <ul><li>Before you do anything… listen. </li></ul><ul><li>Forget content. Think context and connect. </li></ul><ul><li>Make things available and get out of the way. </li></ul><ul><li>Stay for the long-haul. </li></ul><ul><li>Don’t spam your audience. (Linklove). </li></ul><ul><li>Engage your fans… and your detractors. </li></ul><ul><li>Optimize your detractors off the top 3 pages. </li></ul>
  40. Dealing with Detractors <ul><li>Join the conversation—tell your story. Listen. </li></ul><ul><li>Be human. Apologize. Show respect. </li></ul><ul><li>Don’t lose control—irrational posts last just as long as the rational ones. </li></ul><ul><li>Let it go. </li></ul><ul><li>It’s about respect, not winning. </li></ul>
  41. Turning Likers into Lovers <ul><li>Give customers a place to share their experiences. </li></ul><ul><li>Share knowledge freely (napsterize) </li></ul><ul><li>Reward the behaviors you want to encourage. </li></ul><ul><li>Community not transactions. </li></ul><ul><li>Create a cause and live it. </li></ul>
  42. Creating Customer Experiences <ul><li>Great customer experiences are planned. </li></ul><ul><li>Must be differentiated. </li></ul><ul><li>Must provide value (please) to the customer. </li></ul><ul><li>Part of the culture. </li></ul><ul><li>Must be consistent. Repeatable and Repeated. </li></ul>
  43. <ul><li>Your customers can only be your best PR agents if you let them. </li></ul>
  44. How Do You Get Involved? Five Tips. <ul><li>Explain the shift. </li></ul><ul><li>Offer your objective eye. </li></ul><ul><li>Be willing to be hated. </li></ul><ul><li>Be the first beta tester. </li></ul><ul><li>Know what’s happening on your front lines. </li></ul><ul><li> You can’t out-PR a bad customer experience! </li></ul>
  45. Rob Marsh Logoworks.com www.brandstory.typepad.com Discussion/Questions?

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