Chapter 6 Neutral and Positive Messages

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Chapter 6 Neutral and Positive Messages


Neutral and Positive Messages



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Planning and Organizing | Instant Messaging | Responding | Composing | Addressing Online

Link to the full story on the

blog.

Boeing 787 Dreamliner Ready for Service

Boeing's long-awaited 787 Dreamliner is ready for delivery to its first client, All Nippon Airways. At $20 million per plane, the Dreamliner uses 20% less fuel than its competitors, has cleaner cabin air, and debuts new lighting and design elements, such as button-controlled window lighting and touch-screen monitors for entertainment.

Read the press release. How is it organized?

[Click to edit Master title style]

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Planning and Organizing | Instant Messaging | Responding | Goodwill | Online Comments

Organizational Approaches

• Is most common for neutral and positive messages

• Attracts attention, starts positively, and saves time

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Organizing a Neutral Message (Request)

Hi Ken,

I'm planning a new event for clients, and I could use your advice on holding an event like this. You did a great job for the Hilltop Conference, a much bigger event.

The event will be for our top 150 clients, and of course, you’re included. We haven't decided on a venue yet. Were you happy with the Stonewalk Center, or do you have other recommendations? Also, what do you think about our hiring a professional event planner? I know you do all of the work yourself, but I'm concerned about my abilities! Do you have someone you could recommend?

I would appreciate any guidance you’re willing to offer before July 15, when I have to meet with Carl. If you would rather talk on the phone than reply by email, you can reach me at 569-6314, or let me know a good time to call you.

Thank you,

Siobhan

Major Idea FirstPresent as a direct question, statement, or polite request.

Explanation and DetailsExplain initial request, include background information, and identify benefits.

Friendly ClosingExpress appreciation, state deadlines, and be specific.



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Using Instant Messaging at Work



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Responding to a Neutral Message


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How Can You Improve This Response?

Question(sent by email)

What colors do you have available now for the

Honda Civic? If I want a different color, how long

would I have to wait?

Answer(sent by email)

Atomic Blue, Taffeta White, and Tango Red.

For other colors, it depends.


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Did You Include…

• Wait times for specific colors?• Interior color choices?• By when the current colors may still be available?• By when other colors should be ordered?• Contact information? • Encouragement to purchase (promotion)?

What else may be important to the

customer?



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Types of Goodwill Messages

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How to Write a Meaningful Goodwill Message



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Happy

Will you respond?

No Response

Reach Out

Degrading

Misguided

Unhappy

Monitor

Fix the Facts

Restore the Relationship

Consider

Social Media PostsYou have found a post about your company.

Is it positive?

Social Media PostsYou have found a post about your company.

Is it positive?

NONO

NONO

NONO

NONO

YES

YES

YES

NONO

YES

YES

DISCOVER

EVALUATE

RESPOND

Deciding Whether to Respond


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Would You Respond to This Comment? How?


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How About This One?

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Engaging Customers Online: Starwood

What differences do you notice between how

Starwood Hotels and the Gap “engage” customers

on Twitter?

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Engaging Customers Online: Gap

Which is the better approach?


Video Suggestion

Video Example

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Avon CEO Accepts an Award

• What are Andrea Jung’s key messages in her speech?

• What most impresses you about this speech?

• What would you suggest that Jung change if she delivered this speech again?

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Chapter 6 Neutral and Positive Messages