|
We have all been there either the giving or taking end, but knowing how to handle a bad situation is the critical aspect of O.C.M. or Online Crisis Management.
NO matter how brilliant your business or service is, the likelihood is that at some point you will experience an unhappy customer despite your best efforts. In the age the age of social media marketing the pendulum of power has swung back in the customers favour and many know it. The reviews can have a hugely negative impact on your business even effecting your SEO ranking. Online reviews have the positive effects of improving SEO, promoting your business, encouraging customers of try your business and as we will have learnt from our previous blog post about social listening may even help owners understand what is wrong with their business. All great things. 92% of consumers now read online reviews, 40% of them form their opinion after reading just 1-3 reviews. That means a single bad review can really hurt your chances. So what are the key things to do in order to handle negative reviews on social media channels. What to do with a negative review? well good news is there are is really only three choices and ignoring them is not one! Apologise, if it's appropriate. Generally the customer simply wants to be heard: it can be annoying that they didn't mention it at the time of service and get it on the social media marketing channels for everyone to see instead. Remember this is the customer who honestly didn't believe they got the service or goods they were expecting, so firstly acknowledge that fact and apologise for their dissatisfaction. Admit your mistakes and make sure that you talk to the reviewer person-to-person (not like a corporation-to-person). Put your hands up and talk to them person to person where possible, acknowledge the review online first. Make it up to them if you can do so, a second experience or a replacement product. This tells the reader of the reviews that you take customer service very seriously and each customer is important. As a result you have reassured potential customers and made excellent customer service part of your brand identity online. Deal with inaccuracies If the review is riddled with inaccuracies and can best be described as “self-entitled” and “impossible to please”. You can take a cheekier response. If the review or comment is full of untruths or deceiving somehow don't be afraid to challenge this, the customer is not always right. (making absolutely sure of the facts beforehand) Play it coolly and humorously though, not when your angry and you may come across as hateful. For example, just take a good look at how the Moose cafe in Dublin, handles some of their negative reviews. Respond as the brand Even that response failed to reach the level of greatness provided by Doolin Hotel that took a cheeky response to a blistering review of its establishment on TripAdvisor. It called out the reviewer for lying about the price they paid, bad mouthing the employees, and complaining about the poor wi-fi. (Which, consequently, affects the entire area in that part of Ireland and isn’t something the business can control.) In the end, both small business owners came off as reasonable, supportive of their (unjustly) maligned employees, and responsible to their carefully cultivated brand identity. It was clear from the start that nothing would have satisfied the original posters of the negative reviews. But the superstar responses to those 1-star ratings got the small businesses more shares and more good publicity than they probably could have purchased. In summary Effective reputation management is good online crises management and needs to be part of your overall digital marketing strategy, activities and plan. Therefore, you absolutely have to know how to handle negative social media reviews. The best response to a negative review is whichever one will take the most sting out of the tail.. Aim to leave others who are looking at the dialogue objectively with an overall positive feeling about you, your company, and your brand identity. Admitting you’re wrong is best when you really are wrong. But sometimes you simply have to stick to your principles and explain why you couldn’t accommodate that particular guest’s desires. Other times, your best response is to accept that you can’t please everyone — and that’s okay. What is the best social media marketing agency? So if you require help with social media marketing and SEO www.cosmos.ie #socialmedia #socialmarketing #socialmediamarketing #digitalmarketing #contentmarketing As one of the top social media marketing and SEO companies in Ireland www.cosmos.ie has years of experience in social media management and search engine optimisation in Ireland #seo #seotips #seomarketing #seoservices #seoproblems #seoexpert #seoagency #seoconsultant #seostrategy #SEOtools #seocompany
1 Comment
Optimising for voice search: SEO for conversational searchers, top tips...
There are a few things you can specifically do to optimise for voice search. In general the work you do on this element will help your site generally, voice search or not. Here are my top tips: 1. Optimise for conversational keywords Write question-and-answer pages (FAQs) or write individual blog posts answering customer questions.( my inbox is a great source of inspiration) Add questions to product pages. Use Answer the Public (free), Question Samurai (signup required) and StoryBase (paid) to find popular questions around your industry or business. 2. Optimise for local queries Claim your Google My Business listing, if you haven't already done so Add “near me” phrasing to your pages. Write descriptions to show up in the local knowledge panel. 3. Try to get your site a featured snippet This is the section that appears highlighted in the block of texts in Google search results Use structured data. 4. Make your content mobile-friendly Improve your site speed for mobile. Use Google’s mobile-friendly testing tools: such as pagespeed insights etc 5. Make sure your site secure is secure. https://www.cosmos.ie as opposed to http://www.cosmos.ie Next month, Google will mark non-HTTPS sites as non-secure in Chrome browsers. HTTPS warning in Chrome 68 6. Make your answers short and concise 7. Make your domain authoritative 8. Share your content on social media frequently What is the best social media marketing agency? So if you require help with social media marketing and SEO www.cosmos.ie #socialmedia #socialmarketing #socialmediamarketing #digitalmarketing #contentmarketing As one of the top social media marketing and SEO companies in Ireland www.cosmos.ie has years of experience in social media management and search engine optimisation in Ireland #seo #seotips #seomarketing #seoservices #seoproblems #seoexpert #seoagency #seoconsultant #seostrategy #SEOtools #seocompany  If you are a small business owner and you are tired of spending too much time and money on trying to compete with large multinational or big business competitors there is nothing like Local SEO to help you progress. Local SEO works more effectively because the local algorithim works differently, local queries work on context and off location so, for example, top SEO company searched in Dublin will deliver different results to SEO company Kildare, or SEO company Wicklow. It gives the top three results in the 'above the fold' section of the search engine results page(SERPS). Simply put it means being better at local SEO means getting one over the bigger international or national competition. That's all very well, but how do I go about local SEO? 1. You need to establish as many local connections as you can eg. local business directories on line, golden pages, yelp, local business associations making sure that you have listed your web address and updated your physical address. You must of course ensure you are fully and correctly set up on Google my Business. 2. As well as this, you’ll have a strong content marketing strategy with an emphasis on extra local relevance, ensuring you have local-specific content on your website. e.g. Social media marketing company Kildare, best SEO company Kildare 3. Focus on Local recommendations, asking happy past customers to give you a review on Google my Business or indeed on Facebook reviews. 4. Local keyword optimisation. Make sure you use local keywords such as Dublin, Kildare, Wicklow, etc. this will help google ensure you rank better for those areas you operate in as well rank more often for a wider range of searches. Long-tail rankings. You could also use locally relevant content to rank higher in searches below the fold of the local 3-pack. These would include posts like “The Best SEO company in Kildare.” 5. Local relevance. Last but not least use local content to improve loyalty, don't be afraid to ask local happy clients for referrals & reviews, and ask them nicely to share your content on the web. What Not to Do Even though it’s important to include keywords relevant to your geographic location, be careful you don't just stick keywords into your content randomly and expect good results: this will in fact have a demoting effect as Google may consider it 'keyword stuffing' or worse still a 'black hat technique' and result in sanctions. You've been warned! What is the best social media marketing agency? So if you require help with social media marketing and SEO www.cosmos.ie #socialmedia #socialmarketing #socialmediamarketing #digitalmarketing #contentmarketing As one of the top social media marketing and SEO companies in Ireland www.cosmos.ie has years of experience in social media management and search engine optimisation in Ireland 
Top tips and tools from Social Media marketing agency Kildare
Now that you understand what social listening is, why you should implement it, and some of the key strategic points to consider, let’s look at some tools that can help.
After our most recent blog you should have a good insight into Social media marketing insight and the importance of social media listening. Now let see what tools are available to help you with your social media marketing and listening both free and paid versions. Hootsuite Hootsuite can be used to create social media streams that monitor conversations and keywords across multiple social networks. If you then see an opportunity to appeal to potential customers, or simply brand advocates, you can react accordingly or assign the responsibility to someone else in the social media management function. Hootsuite Insights Go further with sophisticated reports that allow you to monitor more than 25 social networks as well as news sites, blogs, forums, and other online spaces where people interact—and get real-time updates on unusual spikes or drops in activity. You can even track sentiment broken down by location, language, and gender. Talkwalker Talkwalker offers sophisticated listening and analytics capabilities covering over 150 million sources including blogs, forums, videos, news, review sites, and social networks. Putting Talkwalker with Hootsuite allows business to define and categorise the conversations that matter using filters so they can make the right decision on how to appeal to customers. Synthesio will allow you to monitor conversations on very specific topics within different audiences. Synthesio can tag mentions by language, location, demographics, sentiment, and influence, and the reports produced include a social reputation score. Very useful for comparison to competitors and to have a benchmark to work off. ReviewTrackers Social media networks are not the only place your business or brand is been spoken about. This is where review trackers can help as it makes it alot easier and less time consuming to find and respond to reviews from foursquare to Google reviews,TripAdvisor, Foursquare, Healthgrades, Facebook reviews, Google Maps, and so many others. It integrates easily with Hoootsuite and other tools meaning you can spot emerging issues ( think online crises management) or likewise, discover exceptionally positive reviews to be shared across other platforms. Audiense A simpler tool to help Identify key audiences, monitor and evaluate social conversations by segment and then run reports providing information about how each audience is reporting online, as well as how they think (about your company) and behave. Brandwatch Track conversations on blogs, forums, social networks, and more, including sentiment and feelings of all mentions. Mentionlytics Track mentions, keywords, and phrases in multiple languages and most importantly potential influencers across social networks and other online sources, that you can then use to your advantage. Don't forget Google alerts is free and simply to use, simply input the terms you wish to be alerted for and whether you wish to receive weekly or daily alerts for the search terms. What is the best social media marketing agency? So if you require help with social media marketing and SEO www.cosmos.ie #socialmedia #socialmarketing #socialmediamarketing #digitalmarketing #contentmarketing As one of the top social media marketing and SEO companies in Ireland www.cosmos.ie has years of experience in social media management and search engine optimisation in Ireland 
1.Find out where people talk about the company and not just what is said
Rather than focusing on a few big social networks like Twitter and Facebook, cast a wide net with your social listening program. Don't just focus on the big boys of Social media, like Facebook or Twitter but also look at the horizon and all the Social Media marketing channels, Linked in for example or Snap-chat, or perhaps there are a lot more comments or interaction on Pinterest. Having a clear picture of where people are talking and how they differ on on the various Social media platforms will allow you to join the conversation more naturally and grow following organically rather than paid advertising, at least initially. 2. Take a leaf from the competitors! While you don't want to be a copycat or a 'me too' brand you can get a large insight into what works and what resonates with audiences by listening closely to what followers of competing brands think of your competitors social media activity. Let’s face it: it’s a lot less painful to learn a hard lesson by watching your competitors make a mistake than by making it yourself. Easier learn from your competitors past mistakes, just look at United airlines, or learn how Samsung bounced back from exploding batteries. Grab what you can from the competitors wins, but also learn from their mistakes and incorporate these into your own social media strategy. 3. Work internally: especially @internal communications. As you can see from our previous blogs on social media listening, it will provide a dearth of information: especially from customers direct posts(responded to promptly, of course), to ideas around interesting content, to new product ideas or even new uses of existing products or new features which your product or service might need. Share these insights internally with all of the team. Get their side and their inputs, as well as their questions which you might be able to glean from your social media listening activities. 4.Set your normality. Once you have established your social media listening you will get a good idea what is the normal or average level of activity about your social media marketing activity: conversations, engagement and so forth. When you have this level understood, you can go after the numbers, much like a runner who consistently tries to beat his personal best. Big changes in engagement or positive or negative sentiments are warnings that something has changed: Could the service department run out of parts, are logistics failing? but you need to understand the negative or positive to adapt and of course respond timely ( part of online crises management, see separate blog post coming soon! ) Don't forget to benchmark your figures against your main competitors to find where it is you fit in the social media ladder for your industry. 5. 'See' your data—and take action! Don't just view the figures, turn data into information by 'seeing' and identifying trends. Otherwise your just monitoring and not listening! Social media listening is not just about metrics but getting real life insights in to how the customers feels about your company. Take the time to analyse over time, don't base any action on a single comment or customer insight as it is the overall customer feelings and sentiment you wish to act upon. What is the best social media marketing agency? So if you require help with social media marketing and SEO www.cosmos.ie #socialmedia #socialmarketing #socialmediamarketing #digitalmarketing #contentmarketing As one of the top social media marketing and SEO companies in Ireland www.cosmos.ie has years of experience in social media management and search engine optimisation in Ireland 
How to set up your social listening
With so many social media channels to monitor, you need quite a number of digital tools in your toolkit to help you with your social listening ear. Before you choose a particular tool and get down and dirty with the ins and outs of social media listening, you need to understand exactly what you are actually listening out for. The exact keywords and subjects you monitor will change and improve over time as you as you sharpen your listening skills: what type of language people use when they talk about your business and what kind of insights are most useful for the business. We have put together a list of important keywords and subject matter to listen to right from the start:
What is the best social media marketing agency in Kildare? So if you require help with social media marketing and SEO www.cosmos.ie #socialmedia #socialmarketing #socialmediamarketing #digitalmarketing #contentmarketing As one of the top social media marketing and SEO companies in Ireland www.cosmos.ie has years of experience in social media management and search engine optimisation in Ireland  Why your business should care about social listening
To put it bluntly: if you don't care about social listening then your business strategy will be all over the place: You will be missing lots of actionable insights from the ground floor, or in this case the virtual shop floor. Why would you not listen to your customers? Business that give the deaf ear to feedback from customers, will quickly go to the wall. If you don't listen to you customers you don't care about them, and that is just bad business. Just ask Blackberry, who thought better than when customers wanted smart phones, on second thoughts better not ask them as they may not be too pleased! Here we list the ways social listening can benefit your business. 1. Free Market research and engaging your customers Think you know everything about your customers? Think again.. In their book, Turned On, Roger Dow and Susan Cook describe the Marriott research done to identify which guests intended to stay at the Marriott again. They divided guest stays into 3 groups A, B, and C. A = Nothing bad happened during their stay. B = Something bad happened, but Marriott fixed the problem. C = Something bad happened, but Marriott did not fix the problem. The percentage of these three groups that said they would return to stay at the Marriott were as follows: A = 89% B = 94% C = 69% This corroborated the TARP studies that showed that a broken relationship that is “fixed” creates a more loyal customer than one that was never broken. The more a company is able to fix what is wrong, the more they build a positive reputation. In a similar survey, customers reported that companies failing to listen to their needs was one of their top three customer service complaints. Social listening gives you important insight into what your customers expectations are and how well you’re delivering. It also highlights moments when reaching out is required to engage in conversations (positive or negative) that are happening about your brand, for example Ratings on Google for your business, Reviews on Facebook whether that customer is singing your praises, a customer service problem(which can be turned into an opportunity). 2. Identify Wins and Losses in Realtime. Which of your posts are getting the highest engagement combined with the most positive social reactions? If social reaction about your firm suddenly changes you can look into individual posts to get a sense of what you’ve done so well or indeed badly.. If you’ve got a hugely successful posting, take notes about elements of the campaign or strategy that you could carry forward and apply to future efforts. If things have gone wrong, review the social lessons that could prevent a similar problem in the future. And of course if a post has gone terribly wrong, pull the post altogether and apologise, put your hands up immediately without delay. This is good online crises management practice. 3. Find out how you compare to competitors. Not only will you be listening to your own customers but carefully listening what they are saying about competitors, this way you are getting real time information and gives you the time and space to respond to online threats and opportunities e.g. if the competition let their black Friday online start early, you can respond in real-time. It can be extraordinarily informative but sometimes quite humbling if they are talking negatively about your business compared to the competition. 4. Uncover pain points in your industry that you can be the first to address By monitoring and staying alert to keywords being used in your industry you can identify stress areas for customers or problems with existing services and with inforation feedback to the product development team areas to incorporate in future renderings of the service or product to improve customer experience for them. Or even you may find that customers are frustrated , and you already have a service which can address the issue, you need to tweek your next marketing campaign to raise awareness of a solution you already have available to them. 5. Leads that can develop into relationships. Don't do the hard sell when you see a potential customer with a query: but if you are able to point them in the right direction or offer some good advice, it establishes you as the' go to guy' for that issue and this is how relationship selling starts. 6. Identify Influencers Nielsen found that 83 percent of people trust online recommendations from friends and family, making recommendations from people we know and trust the most credible form of advertising in their study. Having an overview of the key people in your industry ( those with a lot of social media influence) means you are in an informed position to try and connect with them where possible. Ideally you find key brand advocates—people who already love your company/brand and are singing your praises on social media. Reward these where possible and you will be paid back tenfold. Next time : How to set up Social Media Listening What is the best social media marketing agency in Kildare? So if you require help with social media marketing and SEO www.cosmos.ie #socialmedia #socialmarketing #socialmediamarketing #digitalmarketing #contentmarketing As one of the top social media marketing and SEO companies in Kildare www.cosmos.ie has years of experience in social media management and search engine optimisation in Ireland 
Social media Listening
Monitoring on Twitter/Facebook is easy.
We get automatic notifications when we are mentioned. So we just need to log into Twitter/Facebook to know: #Easy. But what if people are talking about your business in a forum you haven’t heard about? Or suppose someone mentions your service in a blog? Or someone talks about your company on Google+, but you’re not on Google+? Imagine now, the powerful business insights you could have from a simple form of market research where the focus group was made up entirely of people already engaging with your business or already in your industry. Sounds interesting right? Well then, That is exactly the kind of business intelligence you can get when you have a social listening strategy in place to track, analyse, and respond to online conversations about your company and your industry. Perhaps you think you’ve already got this done because you’re tracking online mentions, using Google alerts or similar? Well, that might be a good starting point, but you really are missing a trick. We will start with a definition to be clear about what social listening is exactly: Social listening is the process of monitoring social media channels for mentions of your brand, competitors, product, and any other ideas or themes that are relevant to your business. Of course the next step is turning that data into effective and useful information which can then be acted on or used: from channel the customer journey through the sales funnel to creating a brand positioning strategy. Over the next few blogs we will examine,
What is the best social media marketing agency in Kildare? So if you require help with social media marketing and SEO www.cosmos.ie #socialmedia #socialmarketing #socialmediamarketing #digitalmarketing #contentmarketing As one of the top social media marketing and SEO companies in Kildare www.cosmos.ie has years of experience in social media management and search engine optimisation in Ireland 
What is Content Curation in Social Media marketing all about? We are curating content without even knowing about it. We’re sharing that odd Thejournal.ie article on Facebook or Google+ We’re quoting GAA tweets and making funny jokes and Memes on Twitter about Irish Rail. Content curation is essentially exploring the internet for postings and content that can be shared on your social media channels. It’s about discovery: finding original content and showing it to your social media followers in a way that’s organised and useful to them. The problem is, or should I say the opportunity lies, in having a Content curation strategy Strategy is a must in any marketing activity and content curation is no different: having a strategy means thinking about ultimately where you are leading your target audience. Content marketing vs. Content curation in a Social media marketing company. Content marketing is about getting postings out that helps strengthen your brand in some form or another. It could be blog posts, Vloging, or Snapchatting behind the scenes Stories. But it can become very difficult to constantly come up with new original and relevant content, whilst also doing the everyday marketing activities, and this is where Cosmos.ie & content curation comes in. We help you find material that stands out online: instead of constantly trying to create something new every month. Why should brands curate content with Cosmos.ie 1. It alleviates the time pressures to be Online All the time If you have plenty of time to spend online, all day, everyday posting and engaging on Social Media and thinking of fresh content, Good for you, most marketing & commercial personnel don't have time to keep the conversation going on social media. Cosmos.ie helps fill that gap. 2. We lessen the look at ‘me, me, me’ factor that switches people off following the Social Media channel of the business. When you are deeply involved in a business all the time, and talking specifically about it and not around it, it gets old real quick. At Cosmos.ie we follow the 80/20 Social media marketing rule: 80% Around the business and 20% self promotion eg 'Here is an interesting article about XXX and only 20% Self promotion. 3. Online networking opportunities Sharing curated content will help you make connections with Social Media Influencers in your industry. People think it is important to have thousands of followers, but it just isn't, it is more important to have the right followers who will share your curated content to the target audience which of course is much more valuable. It also sparks conversations with your social media audience in general. 4. Your business becomes seen as a leading light in the field. If you’re sharing postings about the latest trends and directions in your field, it shows that you’re ahead of the curve. 5. It of course helps Grow your business..using social media marketing If you are running a an eCommerce business say focused around tailored novelty socks and you are constantly curating content about novelty socks it of course helps grow your email list and define your brand and business online. So if you require help with social media marketing and SEO www.cosmos.ie Next Month : How to Curate Content Online & the importance of social listening. #socialmedia #socialmarketing #socialmediamarketing #digitalmarketing #contentmarketing As one of the top social media marketing and SEO companies in Ireland www.cosmos.ie has years of experience in social media management and search engine optimisation in Ireland 
Managing social media marketing, we have all been here, stuck in a rut looking for fresh content ideas to get started, you have already done the piece about SEO, Website design, or general Social media marketing . You know you should post something but are out of quality content ideas. What will my followers be interested in? Indeed more urgent the need the harder it gets to find relevant social media marketing ideas. As one of the top social media marketing companies in Ireland we have had this problem in-house all the time, so time to share a little bit of our cheat sheet! It helps fill that canvass and jump over that writers block! What is good content for social media? Ask relevant questions: If you want to win friends and influence people, author Dale Carnegie suggests real interest in them. Ask opinions and thoughts about relevant industry topics Eg., if you are a electrician, you might ask “What are your must-have tools essential for the latest safety compliance rules? Put in the comments below!” instead of just “what tools to you use?” You will garner a much better response by truly asking really relevant questions to the audience and thus create better social media engagement. Important dates and topical conversations Looking blankly into space is not going to help your social media marketing content; stare at the calendar instead; are there upcoming holidays/notable dates? These are perfect opportunities for creating timely social content. Its October: Halloween, you could run a “customer haunt” campaign to show appreciation with a bit of humour . This might be as simple as creating some Ghostly content, or some frightfully good deal! How do I create good social media postings? Go for behind-the-scenes action. Next time you want to go Facebook live stream or looking for fresh content for the Instagram account or indeed Snapchat have a look around the office , it may seem mundane to you because you see it all day but your customer might love to understand the people and processes behind the seen. Indeed a Dublin client recently shared the printing process and got thousands of likes and shares for his social media content and of course it helped his SEO too. Are there any internal activities? something like as a worker’s birthday or retirement can offer opportunities to showcase your work culture, and of course create an affiliation to you company Hows about?
What specifically works best for you in social media marketing ? Comments below As one of the top social media marketing and SEO companies in Ireland www.cosmos.ie has years of experience in social media management and search engine optimisation in Ireland |
Archives
May 2019
Categories
All
|
RSS Feed