Brand Advocates: Building The Buzz

Buzz.

We all want it (nonprofits and businesses alike), but simply any buzz will just not do. Case in point, Amy’s Baking Company.


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Samy and Amy suffered probably the most epic meltdown in the history of social media, but now they are poised for a comeback.

Here’s how, using Attentive.ly, they can create positive buzz and rise from the ashes:

Step 1: Watch those terms

Set up a Watched Terms list that includes any way Amy’s might be mentioned in social media (e.g. “Amy’s Baking Company”, “Samy and Amy”, “crazy eyes”)

Step 2: Set it and forget it

Set up Automation to personalize your messages and segment your list.

  • Follow on Twitter: if Samy and Amy identify someone with a high Klout score that is tweeting about them, following that person would be wise. That person will be more likely to follow them back and retweet their content to a large audience.

  • Segment your CRM: these are Amy’s customers who are talking about Amy’s in public forums — so ensuring they get positive communications, deals, and a delightful customer experience will turn them into advocates who can turn the buzz from negative to positive.

  • Alert your social media manager: not everyone on Samy and Amy’s list will always have a kind word to say about them. When it’s customers expressing discontent, it’s important to identify these individuals and turn the relationship around.

  • Email “thanks”: for those that do have a kind word to say, let them know you are listening. A personalized email expressing gratitude and appreciation will go a long way to help build goodwill. And maybe 15% off your next cake.

  • DM “thanks”: for those they are following and following them back, who have something nice to say, a DM of thanks for mentioning Amy’s will encourage them to mention Amy’s again.

Step 3: Actually, don’t forget it … stay engaged

By delivering the right message to the right person at the right time, you break through the clutter that is bombarding your audience; this lets them know that you are listening, and you do indeed care. With this feeling of engagement, your audience will be more likely to take action (purchase your product/service, donate to you, tweet about you, sign a petition, etc). It’s not too late for Samy and Amy, they just need to know how to listen and engage appropriately.

Step 4: Don’t steal your staff’s tips!