Valeria Maltoni’s request on Twitter for examples of engaging detractors was the stimulus I needed to finish writing a short case study, Negative Product Review Revised after Company Founder Engages with Critic. (Click on the title to download the free PDF.)
What the case study can’t convey is the series of rapid-fire exchanges with an understandably upset client, Aruni Gunasegaram of Babble Soft, when her new software product received a seriously snarky review by Jennifer Laycock, author of The Lactivist, an influential blog in the market Aruni hoped to reach. Her first email came in while I was at dinner with friends. I started to ignore the flashing red light on my Blackberry but was glad I checked when I found Aruni’s message alerting me to the criticism and asking, “What do I do?”
To her credit, Aruni not only asked for advice, she followed it. She did not respond in anger, but did her homework and learned something about Jennifer, her blog, and her readers. When Aruni did add a comment to The Lactivist, it was well received. She and Jennifer also exchanged e-mails, establishing the basis for a relationship.
Several months later Aruni started her own blog, entrepreMusings, and she and Jennifer follow each other on Twitter now. And to show what a small world it is, I had dinner with Jennifer last month at BloggerSocial08 in New York. We shared a laugh over how the situation had unfolded and how the former critic had become an ally.
Here’s the summary of the Case Study:
Babble Soft, provider of Web and mobile software for parents of newborns
A press release for a new product launch was picked up by an influential blogger who wrote a very negative review.
Every Dot Connects worked with Babble Soft on a strategy to engage the blogger in constructive conversation.
The blogger apologized for the tone of the review and continued to interact with Babble Soft founder via her blog, email and, later, on Twitter and other social networks.
If you’d like to read more, including the guidelines I drafted for engaging with blogger critics, download the PDF: Case Study: Negative Product Review Revised after Company Founder Engages with Critic