Antony Francis & Amber Osborne from Head of Lettuce Media Talk at #sunshine2012 for @prsaTampabay

1. Cardinal Sins of Social Media
@HOLMedia/#Sunshine2012

2. Antony Francis
@Antony511
President/Founder, Head of Lettuce Media
• Realtor (13 years)
• Floyd Wickman Courses
• Realtor.com, Professional Speaker
• Coldwell Banker NRT, Technology Integration
Consultant
• Real Estate Power Tools, COO
• Degree in Organizational Innovations

3. Amber Osborne
“The Blue Cheese” VP
@missdestructo
• Worked on branding/event projects with Bruce's Yams and
Audi
• Over 20,000 twitter followers, Voted Best of The Bay in
Creative Loafing Magazine
• International Speaker on Social Media Topics

4. Who are we?
HeadofLettuceMedia.com
• We are a Social Media company, We are not:
• Advertising agency
• PR firm
• Self proclaimed Social Media “Gurus”
@HOLMedia/#Sunshine2012

5. Cardinal Sins of Social Media
• Advocates
• Critics
• Habits YouSuck
I Love it But…
YouRock
Anyone know
Where I can
Find…

6. ADVOCATES
• Love those who love you.
• Treat them special.
• Beware of a Lover Scorned.
@HOLMedia/#Sunshine2012

7. ADVOCATES
@HOLMedia/#Sunshine2012http://missdestructo.com/2011/10/vegas-to-la-the-most-

8. ADVOCATES
http://www.escapistmagazine.com/news/vi
ew/114961-UPDATE-Penny-Arcade-Smacks-
@HOLMedia/#Sunshine2012 Down-Shady-PR-Dude

9. CRITICS
@HOLMedia/#Sunshine2012

10. Critics
http://www.nbrii.com/blog/customer-
@HOLMedia/#Sunshine2012 service-infographic/

11. Critics
http://www.nbrii.com/blog/customer-
@HOLMedia/#Sunshine2012 service-infographic/

12. Critics
http://www.escapistmagazine.com/articles
/view/editorials/editors_note/8953-Open-
@HOLMedia/#Sunshine2012 Letter-to-Duke-Nukem-PR

13. Critics
http://consumerist.com/2012/06/write-a-
blog-post-about-pricey-gym-get-accused-
@HOLMedia/#Sunshine2012 of-stealing.html

16. Critics
• Opinions are like ____________
• Respond publicly
• Move offline when appropriate
• Conclude publically
• Sometimes doing nothing is the best course of
action
@HOLMedia/#Sunshine2012

17. 7 steps for resolution
• Listen Intently
• Thank Them
• Apologize
• Seek the Best solution, ask them
• Reach Agreement
• Take Quick Action
• Follow-up
http://www.lifehack.org/articles/communic
ation/7-steps-for-resolving-customer-
@HOLMedia/#Sunshine2012 complaints.html

18. Listen Intently

19. @HOLMedia/#Sunshine2012

20. @HOLMedia/#Sunshine2012

21. Keep an eye on Sentiment
@HOLMedia/#Sunshine2012

22. HABITS
@HOLMedia/#Sunshine2012

23. What Not to do
• Twitter Vomit
• Selfish Behavior
• RT’ing yourself
• Don’t tweet about just yourself
• DM when it should be private
@HOLMedia/#Sunshine2012

24. What to do
• Reference People
• Promote Events
• Thank people
• Interact
• Have Fun
@HOLMedia/#Sunshine2012

25. @Antony511 @HOLMedia @MissDestructo

26. Extras
• Youtube Channel
http://www.youtube.com/user/atfran
• Linkedin
http://www.linkedin.com/company/head-of-
lettuce-media
• Facebook
http://www.facebook.com/headoflettucemedi
a
• Web Http://HeadofLettuceMedia.com

27. • - 68% of customer defection takes place because customers feel poorly treated. Source: TARP
• - It can cost five times more to buy new customers than retain existing ones. Source: TARP
• - 1% cut in customer service problems could generate an extra £16m in profits for a medium-sized company over 5 years.
• - Why customers quit:
• 1% die
• 3% move away
• 68% quit because of an attitude of indifference towards the customer by the staff.
• 14 % are dissatisfied with the product.
• 9% leave because of competitive reasons.
• Source: How to win customers and keep them for life (2000) – Michael Leboeuf
• - For every customer who bothers to complain, 26 other customers remain silent. Source: Lee Resource Inc
• - It takes 12 positive service incidents to make up for 1 negative incident. Source: Lee Resource Inc
• - The average "wronged customer" will tell 8-l6 people about it. Over 20% will tell more than 20. Source: Lee Resource Inc
• - 91% of unhappy customers will not willingly do business with you again. Source: Lee Resource Inc
• - 70% of complaining customers will do business with you again if you resolve the complaint in their favour. Source: Lee Resource Inc
• - 95% of complaining customers will do business with you again if you resolve the complaint instantly. Source: Lee Resource Inc
• - Reducing customer defections can boost profits by 25-85%. In 73% of cases, the organization made no attempt to persuade dissatisfied customers to stay; even though 35% said that a
simple apology would have prevented them from moving to the competition. Source: NOP
• - 80% of complaints received by an organisation are likely to have poor communication as their root cause, either with the customer or within the organisation itself. Source: Unknown
• - 56%-70% of the customers who complain to you will do business with you again if you resolve their problem. If they feel you acted quickly and to their satisfaction, up to 96% will do
business with you again, and they will probably refer other people to you. Source: the White House Office of Consumer Affairs, Washington, DC.
• - A dissatisfied customer will tell 9-15 people about it. And approximately 13% of your dissatisfied customers will tell more than 20 people about their problem. Source: the White House
Office of Consumer Affairs, Washington, DC.
• - Happy customers who have their problems resolved will tell 4-6 people about their positive experience. Source: the White House Office of Consumer Affairs, Washington, DC.
• - It costs five to six times as much to get a new (first time) customer as it does to keep a current one. Source: the White House Office of Consumer Affairs, Washington, DC.
• - Customer loyalty can be worth up to 10 times as much as a single purchase. Source: the White House Office of Consumer Affairs, Washington, DC.
• - It costs 6 times more to attract a new customer than it does to keep an old one. Source: “Understanding Customers” by Ruby Newell-Legner
• - Customer loyalty is, in most cases worth 10 times the price of a single purchase. Source: “Understanding Customers” by Ruby Newell-Legner
• - A typical business hears from only about 4% of its dissatisfied customers. 96% just go away and 91% will never come back. Source: “Understanding Customers” by Ruby Newell-Legner
• - 13% of the people who have service problems tell 20 others. Source: “Understanding Customers” by Ruby Newell-Legner
• - It takes 12 positive service incidents to make up for one negative incident. Source: “Understanding Customers” by Ruby Newell-Legner
• - 7 out of 10 customers will do business with you again if you resolve the complaint in their favor. Source: “Understanding Customers” by Ruby Newell-Legner