Tag Archives: communication

Staying Connected: Using Social Media to Communicate (Sebastopol Senior Center)

Posted on May, 14, 2012 by - 0 Comments

Staying Connected: Using Social Media to Communication, Sebastopol Senior Center May 2012

View more PowerPoint from Kerry Rego

 

Get Yourself Listed on the Web

Posted on March, 11, 2012 by - 1 Comment

Go ahead, do a vanity search (otherwise known as “Google-ing”) for your name or business. Do you like what you find? So often, people say they’ve done this and have been unhappy at the information they find. It’s old, it’s personal, it’s simply wrong. Don’t waste your time trying to get those webmasters to remove your information because they: 1) won’t 2) aren’t home 3) have been closed down 4) there are simply too many 5) they all get their information from somewhere. You can be proactive with your online information (see How to Get Started in Reputation Management) and displace it with content you DO want people to see. Or you can list yourself.

Why is it important to make sure the information about yourself on the internet is correct? Yellow Pages Association and comScore found that local search for businesses, products and services grew 58% last year and reached 15.7 billion searches, more than a tenth of overall search traffic. Additionally, see this Sprout Social blog to read more about the benefits of social media on local search results.

According to Internet Reputation Management, 94% of people do research before buying and 60% of those are going to research you online. They might use a phone, they might not. If they were to call you, they most likely aren’t using a traditional phone directory. People under the age of 35 probably don’t have a landline. Did you know that if you don’t have a landline, you may not get a book delivered to your door? It’s true. 18 states have enacted an opt-in policy for delivery and only 2% choose to receive one. Check out this infographic by WhitePages to see the status of the phone book.

Here are some tools that I think you’ll find helpful. Granted, there are more here than you’ll ever really use but pick and choose the ones you want to list yourself on. Focus on the biggies towards the top of the list and the ones that have incorrect info about you and get them the right stuff:

Read more blogs by Kerry Rego Consulting on Reputation Management: http://bit.ly/krcrepmng

[Image via Sustainable SPC]

How to Deal with Negative Customer Feedback

Posted on March, 08, 2012 by - 1 Comment

When asked about negative online comments I say, “Any company that has been in business longer than 5 minutes has an unhappy customer. You simply can’t please everyone all the time.” How you deal with it is more telling than the fact that the negativity exists. The lack of control over what people say about businesses makes many owners uncomfortable. I’ll let you in on a secret, the internet didn’t take away your control. You never had control. Control is only an illusion. The only thing you actually control in any situation is how you react.

According to the Opinion Research Corporation, 84% of Americans say online reviews influence their purchasing decisions so this is an important area of which to pay attention. I was doing a platform audit for one of my clients, Getaway Adventures, when I came across a negative review on TripAdvisor. The customer was displeased with the tour he went on and felt it wasn’t what he expected during purchase. The owner, Randy, dealt with it in a really effective way. He apologized and told the customer that the next tour was on him and that he’d take the customer out himself. Done. A negative turned into a positive, at least from my perspective. You can learn a lot about a person/business by the way they treat people. He handled it just the way he would’ve if the client had been standing in his place of business. The way we cope with online feedback should be very much like the way we’d handle it face to face. Same skills different application.

A word about having your friends or employees write reviews for you. It’s called astroturfing. Astroturfing is a bogus grass roots movement or the practice of disingenuously creating reviews for a service that come from someone other than an actual customer. Lifestyle Life, a cosmetic surgery clinic in New York, was required to pay $30,000 in civil penalties after an investigation by the state attorney general’s office. Employees had been found guilty of posing as plastic surgery patients and had been writing wonderful reviews. It’s tempting. Don’t do it. Also, don’t promise free merchandise or services for good reviews. You are in effect paying for their words. Same premise different approach.

Retail customers prefer social media support to a tune of 45%, according to ZenDesk. Do you know what kind of support your customers prefer? Give them a survey, high tech or low tech, the important part is you know their preference before it gets to the bad review stage.

Let’s say you really did mess up. Here are the basic steps to go through:

  • Apologize. This can be hard for people but sometimes the complainer just wants to be validated or acknowledged. If a customer complains about a pizza arriving late, not necessarily to the company itself, the company can respond with an apology and a promise of a free item on the next order. Tracking complaints will allow you to spot recurring issues. This accomplishes several things: the customer is happier because they’ve been acknowledged, you are tracking a possible problem in your service chain, and the general public can witness how you handle the situation.
  • Procedure. When a simple apology won’t solve the situation, you need to have a more organized approach.
      1. Have a dedicated point of contact to take ownership over issues and see them through to resolution. This person will be tracking complaints to be able to spot patterns.
      2. Set expectations for the customer. After the initial contact with customer, let them know when a full response will be forthcoming. If the complaint is in a public arena, strive to take it private as soon as possible. It will be easier on the customer and keeps further negativity out of the public eye. Time isn’t your friend if the complaint originated online. Find a resolution fast.
      3. Respond with the resolution. An explanation or maybe a discount. This is your call as your business model is yours and yours alone.
      4. Publicly resolve. If it started in a public forum, make sure you let the public know that you care about customer service issues and that you work hard to make it right. If it began on Twitter, post your public resolution there.
  • Make Changes. By having your process in place you will be able to make necessary changes to the way you deliver your product and improve the customer experience.
  • Encourage your Super Fan. These people believe in your brand and will keep the tone where you want it to be.
  • Don’t take it personally. As I already said, everyone has had an unhappy customer. It’s part of the gig. Your job is to make sure you did all that you could when it’s all said and done.
Just remember, it’s how you react to a situation that the public remembers. By taking a potentially horrible incident and turning it around with great customer service, you can wipe away a bad experience and earn new customers with the way you respond.
[Image via Social Media Darwinism]

Write Your Blogs Yourself, Your Audience Will Know the Difference

Posted on February, 28, 2012 by - 0 Comments

Typewriter keys by Joseph HartI submitted a proposal to a recruiting firm recently and one of the core management team members asked if I write content and I wanted to share with you my answer to her question:

“I don’t write content for my clients or arrange for a content writer. I train staff and management to write what they know. My belief is that you know your clients and market better than anyone. You can pay a content writer to write blogs about your industry but it rings hollow and the reader detects that quickly. Content filling isn’t the goal, it’s addressing the true communication need. Everyone tells me that they aren’t a good writer but it’s really about what you have to say, having someone to edit (if needed), and discipline of a schedule for writing. A few paragraphs once a week (once you’re practiced, you tend to write much more). Among a core staff, everyone can take one or two week’s worth of writing. It can absolutely be achieved in house. Your audience will appreciate the personalization and your bottom line will reflect it in savings. The benefit is that they are truly your words and you can speak them verbally to back up what you’ve written. You can’t do this well if someone has written it for you.

I do believe that investing in high level copy writing, graphic design, layout, and printing is appropriate for big pieces like your website, printed materials and the like but blogs should come from you. That’s my opinion.”

If you receive email subscriptions or read RSS feeds at any length, you, as a reader, can detect when it’s a business owner or team member that is writing or if they are purchasing or outsourcing their copy. Someone called me their “Official BS Detector” yesterday (I need a tshirt printed with that title!) but I know we all have that ability, we just don’t trust ourselves. We know BS when we see it. Give your audience the real thing. They will appreciate it.

[Image via Stock.xchng] 

15 Easy Blog Post Topics

Posted on January, 23, 2012 by - 3 Comments

Blog. Done!Blogging is one of the best ways you can communicate the culture, values, and story of your company. Yet, it’s the one tool that seems to be the most difficult for organizations to commit to doing. Most don’t think they can create enough content. It is daunting, no doubt about it. But here is a great starter list to help reduce the fear of undertaking a blog for your business.

I like to start my clients off with one blog per month. Twelve subjects per year? Easy. Once you have the hang of it, up it to two per month, and when you’re ready you can tackle once per week. Take turns with someone else on your team or staff to lighten the load. Blogs should be shorter than you think so it’s not the thesis of your college days. Many marketers recommend blogging every day or three times per week. If you are just starting out, expecting that this is a pace you can do is simply setting yourself up for disappointment. One per month is achievable and you can quickly add to your routine if it’s working for you. Create a twelve month calendar and assign subjects to months that are appropriate for your business. Persistence is key!

  1. Seasons, weather, and holidays. How is your business effected by the seasons? If you are a tax accountant, first quarter looks very different for you and your clients than the rest of the year. Clothing retailers adjust their offerings based on the season. What are your seasons? Also, each day, week, and month celebrate something. If today is National Peanut Day and you sell peanut butter, talk about it!
  2. Busy time and quiet time. Your communications are quite different when things are slow as opposed to when they are busy. What product or service would you like to sell more of during the slow season?
  3. Industry related events. Most industries have annual conventions and educational events. When you return after attending one of these functions, what have you learned that you can share with your customers?
  4. Education. Every industry has it’s changes and you are an expert in your field. What changes in your industry do your customers need to be educated about?
  5. Employee features. You probably don’t do it alone. Highlight the great team you have that helps you provide great products and service. Your team will get a boost in their morale due to recognition and your customers will learn more about the faces and families behind the product they are getting from you. It becomes personal.
  6. Vendors and partners. The vendors you work with are great for a reason, tell us about it! Talk about why you choose to work with them. Those partners will be grateful for the free press and it will solidify your relationship.
  7. Case study and/or client success story. Seeing how you’ve helped others will help your reader identify and apply the story of success to themselves.
  8. Testimonials and interviews. Get client testimonials (especially when they are really happy!) and let their words to the talking. Video testimonials are the best. Talk to industry experts, your best customer, vendors, thought leaders. It takes content out of it’s normal context and provides a new way to talk about your subject matter.
  9. Product release. What new product are you proud to be releasing? Give us some excitement by building it up. Let us know why you created it, what the demand was, how we can get it, and when it’ll be ready.
  10. Hot topics. If there is something exciting and dramatic going on with your industry or if it’s in the news right now, weigh in with your opinion or break it down for the audience if the subject matter is confusing.
  11. History and story of your company. Why did you start your business? What is important to you? People want to like the people they do business with and want to do business with people they like. Give them something to go on. They will tell your story for you when they recommend you to their friends.
  12. Differentiate yourself from your competition. What makes you different? What is the benefit that your customer will get using your services? You can take this opportunity to clarify if there is any confusion about who does what. This is also very important to be able to express in all marketing scenarios.
  13. Identify obstacles and solutions. These are the ones that you know like the backs of your hands. The problems they will encounter and the solutions that will help them overcome. Walk yourself through the typical client conversation, what problems do they experience?
  14. Survey. Take a survey of your clients or prospects and release the information as a dataset. Tell them if you were surprised what you learned, what the community thinks, or what was reiterated.
  15. Frequently Asked Questions. These are the 10 or so questions that everyone asks you. You answer them all the time. Since people continue to ask, you should continue to answer. These never get old. The trick is to express the question and answer in new ways.

What was the best blog you ever read or wrote? Tell me in the comments.

Risks & Reputation Management: Using Social Media to Protect Your Brand

Posted on December, 22, 2011 by - 1 Comment

“Risks & Reputation Management, Using Social Media to Protect Your Brand”

You are invited to attend a free informational event hosted by Kerry Rego Consulting at Santa Rosa City Hall 7:45 a.m. – 9:15 a.m. on Tuesday March 13, 2012 to educate and inform the public about social media, legal considerations, risk and reputation management.

Learn what you need to know about how to protect your brand name, elevate communications about your company, and understand where hidden dangers to your business lie. You will have access to networking with the speakers as well as other professionals. Resources of information and snacks are provided.

See Press Release for Risk and Reputation Management Event

RSVP on Eventbrite

The speakers are:

Kerry Rego Social Media Trainer and Keynote Speaker

Kerry Rego started her consulting firm, Kerry Rego Consulting, in 2006 yet has 20 years professional computer experience. In addition, her varied background weaves office management, customer service, entertainment, technical recruiting, and technology together into a truly unique skill set. Her firm provides technology and social media education, training, implementation, support and keynote speaking. Ms. Rego will discuss traditional media and new media, risks that must be planned for, and the need to know facts about tools that may or may not be right for a brand.

Judith Delaney of TurnsonPoint ConsultingJudith Delaney of TurnsonPoint Consulting has 27 years experience building and managing legal departments as well as lead drafter and negotiator for companies such as SAP America, Sybase and Indus International. Ms. Delaney will discuss risks, social media policies, and legal strategy.

 

 

Jack Wolf of Wolf CommunicationsJack Wolf of Wolf Communications has been creating marketing campaigns in the fields of tourism, government outreach, health care, architecture, consumer shows, recreation, products, retail, hospitality, and special events since 1990. Mr. Wolf will address corporate communication, the changes facing decision makers, and challenges of which to be aware.

UUCSR Writer’s Forum Presentation

Posted on October, 09, 2011 by - 0 Comments

“How digital platforms are affecting the writer and the publishing process”

I discussed the variety of ways that your writing can be released to the reading public, including the explosion of self publishing options, how the differing cultures of internet niches effects writing styles and skills as well as crowdsourcing your efforts. Georgette G. deBlois asked me to speak at the UUCSR Writer’s Forum “From Chaucer to Tweets” 10/8/11 and I was honored. Below are my notes for the audience that wanted more information or those that may have missed it.

Ways You Can Release Your Writing to the Public:

Your own site

Own your own name, your pen name, any brand name you see fit and they can all point back to your website. Prices range from $3 a year to $11 a year for one domain. Add in ICANN fees and taxes and it’ll cost you about $75 for one domain for 5 years. Why 5 years? Google likes websites that the domains are owned for 3-5+ years because it shows you are in the for the long haul. You will be rewarded with a higher PageRank and better SEO.

You will have many options for the kind of site you can have. The most important things to consider are that you can easily publish and have the ability to sell your work. Ecommerce will allow you to make money off your own writing whether you are signed or not. Your website is your home, you control it, and that’s where you want to drive your traffic.

e-Books

It’s confusing how many types there are so here’s a breakdown of e-book types and formats for your consideration. There is no industry standard which is why there are so many formats. You can have your e-book available in multiple formats but it is wise to pay attention to quality control because your work will shift from version to version. When migrating to digital, here are six key questions to ask.

Many writers believe that e-books are for those that can’t get signed, that they aren’t real publishing, or that they simply aren’t for them. If this is your thinking, take a look at this information from the Association of American Publishers from June 2011. In the last 12 months, adult paperback sales have dropped 63.8% at a loss of $85m, hardcover sales down 25.4% while ebooks, via Kindle, iPad and Nook +167% for the month,  gaining $50m. Is that enough to convince you that e-books are a valid form of publishing?

Many believe that if you use e-books or self publish, you won’t get signed. If you are able to prove you are a sure thing with dependable sales, the odds of you being signed actually go up as traditional publishers don’t have the budget to bet on unproven talent. You can leverage this information to get a better contract rate as well.

I mentioned in my presentation that in my field of technology, e-books and pdfs are really the best way for me to get up-to-date information. When I get a bound tech book (some call it a dead tree edition), the first thing I look at is the copyright date. If it’s before 2010, it’s ancient and the information is most likely no longer useful. This isn’t a judgement, it’s a fact that the second a book is printed on technology, it’s out of date. That’s how quickly my industry changes (like you weren’t aware). Every industry is different but I wanted you to be know how important this type of publication is in my work and possibly others.

Distribution of e-books is wide and varied from iTunes with the iBook application, simple pdfs that can be sent via email or posted to websites and forums, Amazon has the Kindle store, Scribd, and many more options.

Print on Demand

The one thing everyone can agree on here is that there is little everyone can agree on. Making sure your work is “future proofed” is important because of the constant developments in technology. Again, quality control is very important as your work moves from digital to print.

Options for services: Lulu, Completely Novel, Blurb, Wordclay, Createspace. Createspace is a great option because it is owned by Amazon. You upload your digital version to the Kindle Store and can print it at Createspace, fairly seamless.

Options for self publishing:
  1. Start your own publishing house. Pros, lots of freedom. Cons, takes lots of your time and quite a bit of up front investment.
  2. Self publish using online tools. Pros, takes little upfront cash and there’s quite a bit of flexibility. Cons, you will have to learn some new skills (I don’t think this is bad).
  3. Use a self publishing house. Pros, requires little time on the part of the writer. Cons, you’ll end up paying for a lot you don’t need.
  4. BEWARE of the vanity publisher! Those that will tell you your work is wonderful yet charge you and arm and a leg to print, market, and promote your work. You end up paying  a lot for a very little return.

Social Media

The democratization of information is the best thing that has ever happened to non-profits, small businesses, oppressed societies and people. You can set up shop on any social network or online tool to share and promote your work. Look to Facebook, Twitter, LinkedIn, Ning, Tumblr, WordPress, StumbleUpon, and so many more. Social media is #1 about conversation #2 about sharing.

This is the most frequent question I get, “How do I get people to read or see my work?” My answer is, if you get a brand new phone number how will you get me to call you?…….. Give me your number. I can’t intuit that information. You HAVE to tell me.

There is another type of  tool at your disposal, content curation. You can share your work with the world and then curate what you’ve written. Storify is great for that. They’ve also recently added SoundCloud to their services so that now you can curate your writing and add audio, like the Director’s Cut of a movie.

The one thing you have to remember about social media is that each platform or tool is it’s own universe. These are different rooms with differing cultures. They have their own language, rules, and styles of communication. When you decide you want to try one, make sure you research what it’s all about, set up an account and observe the behavior of the natives. It’s so easy to barge in and make a fool of yourself. Go slowly. If you need help, ask me. I know a thing or two about social media.

Crowdsourcing

The last item to consider is crowdsourcing, formerly known as collaboration. You can use Crowdspring to get freelance writing projects. There is also a few sites like WeBook, Authonomy, and Inkpop that you can post your work in hopes that you will get valuable critiques and be spotted by an agent or traditional publisher.

7 Ways To Ace Calling Customer & Technical Support

Posted on January, 19, 2011 by - 0 Comments

My Magic Solution

When my clients have me come in to solve a problem for them, it frequently involves calling technical support or customer service. People HATE calling and ending up in the on-hold limbo. I am an expert at these kinds of calls. Let me give you some tips on how to turn a painful situation into a productive endeavor.

  1. Make sure you have AT LEAST a half hour of uninterrupted time to devote to waiting plus the time it takes to solve the problem.
  2. Wear a headset so that you can continue to type and work while you are on hold. This really makes the time fly. If they offer you the option to hold with no music, you don’t need me to tell you to take advantage of that. I frequently forget that I’m on hold until I hear someone say hello in my ear. Surprisingly, you can get a lot done while forgetting what’s really going on.
  3. Have all of your notes out and ready to go. If possible, write down the issues/problems/questions to speed up the process and make sure you don’t forget anything. This also prevents further calls.
  4. On that same note, have yourself logged into the website or account. Not having your password available is the biggest sucker of time. Get it out BEFORE you call.
  5. If you are upset while making the call, remember that the person that answers is likely not the person who made a mistake (if that’s why you’re calling) and try not to take it out on them. If need be, let them know you are upset and that you don’t want to unload on the wrong person and it would be a good idea if they sent you along to a manager.
  6. Let’s say there are some basic steps you’ve already taken to try and solve your problem but they didn’t work. Inform the customer service agent of those steps and what the outcome is. I’ve saved hours by letting them know, “YES, the computer is plugged in.” (80% of the time the problem is solved at the power source i.e. plug it in!).
  7. Contact the vendor using social media.

Number 7 is magic, I’m telling you. Have you tried to find a phone number to contact customer service recently? They are burying that information (or simply not providing it at all) because it isn’t cost effective to have reps on the line with customers anymore. Heck, it was never cost effective but it’s REALLY not anymore.

Don’t believe me? Test it out for yourself. I’ve tested Paypal, Vertical Response, Hootsuite, Comcast and Involver to name a few. Yes, they are all involved in technology but did you hear about airlines booking flights for people via Twitter during the recent snowstorms on the East Coast? Every time I’ve asked for help or complained via Twitter (and Facebook for that matter), I’ve had a speedy response from customer service that helped me solve my problem. I also feel like I got better service than via phone. I think it’s because of the layers we have to work through to even reach a person makes me feel distanced from the individual that’s helping me. With social media, that distance is minimized. If you have an Xbox, you might want to reach out to Microsoft on Twitter as they are monitoring activity to make platform and technology changes.

Be prepared, reach out in multiple ways, and you can slay the beast that is technical support. Oh! And they can hear you when they turn off their microphone, so don’t talk smack.

Your Status Update is Your Canvas

Posted on January, 19, 2010 by - 0 Comments

I think the most overlooked and underestimated tool of social networking platforms is the status update. It’s that little box that asks what you’re doing or what you are working on. On Twitter it’s “What’s Happening?” and on Facebook “What’s on Your Mind?”. Most people take the question literally and give a blow by blow of their day. Boring! You can do more with it than that.

Ask a question: “What is your favorite mobile device?”

Tell them what is coming up on your calendar: “Next week I’ll be working with a non-profit and donating my services.”

Include a link to either your own website or one that would be of interest to them: “Make it to the blood bank today! http://www.xyz.com”

Don’t forget pictures and videos!

This status update is your canvas. Get outside of your own box and try new ways to add value, inform your public and engage them. What are you using YOUR status update for?

Spelling and Grammar Only Matter When You Are Trying to Communicate!

Posted on December, 13, 2009 by - 0 Comments

Dear Kerry,

Burning Social Media Question: Has correct spelling and grammar become an old-fashioned notion when it comes to social media and email? I’m sure it’s my issue, but it really turns me off. It even means the difference between hiring/not hiring someone to do something for me. Should I get off my high horse?

–Picky and Annoyed in RP

 

Dear Picky and Annoyed,

I don’t think you are picky at all! As a matter of fact, spelling and grammar errors are a huge pet peeve of mine.
If you are trying to communicate, sell something, or influence me to do what you’d like, you should be taking the time to proofread what you wrote. Don’t leave it for spellcheck, you need to be responsible for your own message or it WILL turn people off. NO ONE is so busy that you can’t spend one minute reading your text before hitting the send button. It can mean the difference between a job or a client. Take that one extra minute.

Thanks for asking!

Kerry