How to sell social media registration services to your clients

Social Media

How to sell social media registration services to your clients

Raven integrates KnowEm’s social network registration service. If you’re not familiar with it, KnowEm works like this:

  1. Pick out a username.
  2. KnowEm displays hundreds of social media sites with that username available.
  3. You pay flat fee, and KnowEm automatically registers the username and enters profile information for you on all of those sites.

Here’s how to demonstrate KnowEm’s value to your clients at every step.

New brand management

Let’s say your client is starting a new venture or launching a special advertising campaign. You know that part of the process where the client goes through dozens of name ideas? They’re probably used to checking to see if the domain name is available, maybe whether anyone has the Facebook vanity URL or Twitter username. But what about all the other popular social media websites, and the dozens upon dozens of smaller ones? That would take them hours, possibly days, to accomplish.

So offer to take care of this for them. Ask for a list of, say, five or 10 potential names, and use KnowEm for research (just plug in the username and see which ones are best bets). Report back to your client, and after they have selected a username, register their new brand on all of those social media websites with KnowEm. If you register their brand username with KnowEm from within Raven, you’ll have one central location to store that account information.

Existing brand management

If your client has a somewhat common brand name, or a trademarked brand name, it’s very important that they register their brand username on as many social media sites as possible as soon as possible. Why? Because it might cost them big dollars later in lawyers or payments. Take it from Israel (the country), which paid six figures to take over an existing Twitter username. What’s a couple hundred dollars compared to that?

Executive reputation management

Now that you have taken care of your client’s brand name, what about its senior leadership? Transparency in business advocates want to hear not only from a corporate Twitter account, but also from the corporation’s executives. And even if executives have no desire, need or intention to use social media sites to communicate about their business, do they want others staking a claim on their personal name?

Think about this… what if Steve Jobs had registered “fakesteve” on Blogger or “fakeCEOSteve” on Twitter? Parody accounts are great fun—unless you’re the target.

Ask your client’s executives to develop a list of the names they want to protect. Start with their actual names, then move on to possible “fake” names. Then register them all with KnowEm and store the account information in Raven’s Persona Manager. Yes, you’re asking your client to pay for a service based on a possibility, but better they be safe than sorry. And if they can’t afford to register the fake names, at the very least they should register their real names wherever possible.

Pricing

For new clients, you can build KnowEm registration into your social media management pricing structure. Or you can incorporate a specific line item for “social media network registration” in your bid proposal.

For existing clients, you can offer KnowEm registration as a value-add to help retain their business. Or you can offer it as a separate new service you’re providing to all existing clients.

Whatever route you choose, be sure to tell your clients exactly what value they’re getting for the money: they save time, they get an ounce of prevention instead of a pound of cure, and, perhaps most importantly, they get peace of mind.

Arienne Holland is the Director of Marketing and Customer Experience at Raven. She divides her time between outreach, writing, teaching and understanding developers. Before Raven, Arienne spent more than a decade as an editor and graphic designer for Gannett. She was a 2010 Pulitzer Prize Finalist for team breaking news journalism. She likes bread, books and bourbon.

More about Arienne Holland | @RavenArienne

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