Managing Your Brand in Online Forums

1. Managing Your Brand in Online ForumsStephan SpencerPresident, Internet Conceptssspencer@netconcepts.comwww.netconcepts.com

2. Managing Your Brandin Online Forums • Introduction to online forums • Reactive methods for damage control • Proactive methods for damage control

3. Online Forums • Usenet newsgroups vs. listservs (email) vs. Web-based forums vs. chat • Moderated (approval of postings by a moderator) vs. unmoderated (anything goes) • Archives of Usenet available via http://groups.google.com, of Web forums via google.com

4. Email-Based Discussion Groups • Definition: • Bi-directional mailing list, a.k.a. “listserv” • Advantages • Easy to access; ubiquitous • Disadvantages • Clogs up users mailbox; non-regulated • Example: • bnb-list@innsite.com

5. Usenet-Based Discussion Groups (“Newsgroups”) • Definition: • Worldwide network of “newsgroups” on 50,000+ topics, accessed via newsreader (such as Netscape) or Google Groups • Advantages: • Regulated; topics are unique; separate from email • Disadvantages: • Need newsreader; messages periodically deleted • Example: • rec.travel.bed+breakfast

6. Web-Based Discussion Groups • Definition: • Discussions are posted on a World Wide Web site • Advantages • Drives traffic into your Web site • Disadvantages • Non-regulated; requires Web access • Example: • http://www.writers.net/forum/

7. Reactive Methods forDamage Control • Respond directly to the poster and solve their problem • Respond to the group from the company’s perspective • Respond to the group from an employee’s perspective • Ask others to post positive opinions in response • Cancel the message using “cancelmoose” (careful!)

8. Handling Negative Posts • Are people posting negative comments about your company or products? • How do you find out? • How do you respond? • Are you doing anything to avoid and/or contain future occurrences?

9. Handling Negative Posts (cont.) • Examples in Usenet • Intel Pentium bug fiasco • Posted by Prof. Thomas Nicely in October 1994 • Thousands of messages to Usenet followed • Cost Intel approximately $500 million • American Express “bad service” thread • Your company? • Remember: archived Usenet postings never go away!

10. Proactive Methods forDamage Control • Monitor discussion forums • Participate in discussion forums • Create your own discussion forums • Moderate discussion forums • Write a FAQ

11. Monitoring Discussion Forums • You can monitor... • Usenet with http://groups.google.com • Web forums with google.com • Email lists with CataList at www lsoft.com • Advanced searching • Boolean logic (and, or, not) • Searching for a phrase (use “ ”)

12. Participating in Discussion Forums • Post frequently • Answer questions, add value, and don’t advertise! • Use your “signature” line to soft sell your company • As a general rule: focus on Usenet newsgroups before listservs

13. Creating Your Own Discussion Forums • The benefits • Control, visibility, brand awareness • What type(s) of discussion forum to create (listserv, Usenet newsgroup, Web forum, or chat room)? • Moderated or unmoderated?

14. Why a Usenet Newsgroup? • Millions of people participate in newsgroups • Over 250,000 messages are posted to newsgroups each day • Newsgroups are automatically promoted • Newsgroups are limited to one per topic, effectively locking out your competitors if you are ‘first to market’

15. Why Moderate? • Editorial control • Protection from liability • First view of new posts • The ability to place a “footer” message at the bottom of each posting to drive traffic to your web site (e.g. Archives of this newsgroup can be found at our web site…)

16. Setting Up a Usenet Newsgroup • The process • Takes several months and does not cost anything but your time • Look at the Usenet newsgroup news.announce.newgroups for more info • Step 1: Request for Discussion (RFD) • Step 2: Usenet Volunteer Votetakers (UVV) Questionnaire • Step 3: Call For Votes (CFV)

17. Maintaining a Usenet Newsgroup • No hardware required • Moderation may take anywhere from 15 min to 1 hr per day • Don’t fall behind on the moderation. Approve postings at least daily if possible. • Try to offer archives, a FAQ, and an email list (listserv) gateway to the newsgroup, if possible • If you are also maintaining a listserv, prepare to spend 2+ hrs per month on administrivia

18. Discussion Group Archives • Definition: • Searchable repository of previously posted discussion group messages • Examples: • http://www.innsite.com/rtbb/

19. Writing and Maintaining a FAQ • Definition: • A “Frequently Asked Questions” document that answers commonly asked questions on the discussion forum • Refer to the FAQ when answering repeated questions • Draw from participants’ postings for the FAQ • Promote your FAQ • FAQ Archives: news.answers, *.answers, MIT, OSU, ... • Example: • http://www.cis.ohio-state.edu/hypertext/faq/usenet/Satellite-TV/FAQ/faq.html

20. Summary • Why • Discussion forums have a great deal of potential for negative branding • Discussion forums are often overlooked by companies. Don’t make the same mistake! • How • React quickly to negative posts • Be proactive! • Monitor, participate, create your own, moderate, write a FAQ

21. Questions? • Feel free to email me at sspencer@netconcepts.com • Thank you!