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September 10th, 2019

Don’t Let Potential Brand Ambassadors Slip Through Your Fingers

by Jennifer Williams
Scout Moderation: You may be missing a key component to securing a happy customer as a brand ambassador.
Social media influencer reviewing footwear and vlogging about women’s fashion.
Photo credit: JohnnyGreig

Right this minute, there could be someone who just discovered and fell in love with your product or service and is talking about you on Social Media. And that person could be in a niche that aligns really well with your brand, making them a potential Brand Ambassador.

Do you have someone on your team monitoring Social Media for mentions? Probably yes, but are they monitoring 24/7 and responding to such mentions in real time, striking while the iron is hot?

If not, you could be missing a major opportunity to turn a happy customer into the highly coveted brand ambassador – the person who is a recognized authority aligned with your brand, and willing to promote your brand for free because they love your company, product, or service so much they want you to succeed and for people in their network to enjoy your brand as much as they do.

Potential customers are 71% more likely to make a purchase based on Social Media referrals.

Neil Patel

Brand Ambassadors may have a smaller network versus a paid influencer, but their network is highly targeted. And unlike a paid influencer, they often come to you, and will continue to promote your brand long after the contract and budget has run out for an influencer campaign.

When people post positive messages about a brand on Social Media, whether a potential Brand Ambassador or not, their loyalty to the brand can really be secured by a quick, public response from the brand. This is just human nature. The brain loves reciprocation. Imagine someone giving you a compliment in a face to face interaction and you just ignored it for days, or worse, never acknowledged it at all!

These days, people expect a response on Social Media anywhere from six hours to as little as an hour, but most companies take more than 24 hours to respond. While that data is for more standard customer service, like questions or complaints, the underlying reason applies for any type of “call and response”. To the brain, Social Media is happening in real time. Most posts are responded to within minutes to hours by a person’s network, so if your company falls into this response window, it sends the message that you’re real and part of the tribe.

Companies tend to think of Social Media monitoring services as a safeguard layer against negative sentiment or complaints getting out of control and turning into a PR disaster, but there are very positive reasons to outsource a team to monitor brand mentions on Social Media.

Delighting your happy customers with a quick response time increases brand loyalty and can increase future purchases by 20-40%, and a few of those happy customers may turn out to be excellent Brand Ambassadors in the process. Don’t let them slip through your fingers!

Jennifer Williams is a Marketing Behaviorist at Verilliance.com, building lean marketing strategies based on consumer and decision science.

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May 23rd, 2019

2 Positive Reasons to Outsource Content Moderation

by Jennifer Williams
Illustration by Michael Morgenstern

When companies hire online moderation services, they usually have one thing primary on their mind…avoid an online PR crisis.

The internet is nonstop, and someone, somewhere is always disgruntled about something. Brand owners and managers hold their breath as the “eye of Sauron” sweeps the World Wide Web looking for the next brand misstep.

Having expert eyes on your content at all times can help catch a PR crisis in the making and nip it in the bud.

But there are some really positive reasons for outsourcing your online content moderation as well. Here are our top 2. 

Identify and Reward Brand Mentions in Real Time

Just as Pavlov’s dogs began to salivate in anticipation of food following the signal of a bell, people anticipate response to their social media posts. Soon after they post, the rewards notifications start sounding – “a like!”, “a comment!”, “oooh, a reshare!”, and the dopamine starts flowing.

If their post is about a product or brand they’ve fallen in love with, they don’t necessarily expect to hear from the brand right away, or at all, but a real-time response from the brand while the sentiment is fresh can really dazzle a customer already happy with your brand. Not to mention the visibility of this positive customer experience to all those watching/listening to the post.

Not many companies have a 24 hour in-house team solely dedicated to social listening and real-time response, so outsourcing fills the gap, ensuring your potential brand ambassadors get justly rewarded in a timely manner! Much easier (and less expensive) than paying for paid placement with influencers.

Customers are craving not just service, but attention. Wow them with some!

Whether their experience is positive or negative, customers crave real, personal attention in a world where most companies simply can’t or won’t make themselves available on a customer’s Internet schedule.

People are tired of robo-calls, recorded hoops to jump through to get to a live person, sending emails into dead air. They often resort to jumping on social media to see if that might get someone’s attention.

Once a customer turns to social media to get a brand’s attention, they have either exhausted all other options to get the attention they want, or they just don’t bother with the standard channels anymore because they know it’s time-consuming and futile.

Having a dedicated outsourced team who speaks your customer’s native language and can respond to Social Media comments or requests for customer service will help you stand out against competitors and build a loyal customer base.

Outsource not just to catch problems, but to delight your customers and increase your bottom line.

These are our top 2 positive reasons to outsource your content moderation, but there are, some would argue, many others. The main point is that you shouldn’t view content moderation as only a protective measure, but also as a tool to build positive brand sentiment and loyalty.

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