Interview with Shashi Bellamkonda regarding Network Solutions' response to GoDaddy ad debacle

I had the opportunity to do a quick phone chat with Shashi Bellamkonda, Network Solutions' "Swami of Social Media," earlier today to get his reactions to the GoDaddy Superbowl 2009 ad debaucle. 

My intent was not to sensationalize or stir up controversy, but to try and view this issue through Shashi's eyes as well as to see what lessons could be learned and best practices gleaned. 

To give you some background, GoDaddy rolled out their usual tasteless, cheap, tawdry, tittilating, sexist, demeaning to women, <insert adjective of your choosing> ads, which featured Indycar driver Danica Patrick and other females showing off certain parts of their anatomy. (BTW, Patrick is an Indycar driver, not NASCAR driver.) A few years ago, it had shock value... you know, the first time they tried it... but, now, not so much.  

In fact, what it did was unleash a groundswell of negative sentiment within the social media sphere, namely Twitter. (Mack Collier did a pithy synopsis that I think best sums up the prevailing attitude, so I'd ask you to visit his post to learn more.)

Seeing Shashi on Twitter, I and a number of others (Connie Reece, KD Paine and Scott Monty to name a few) suggested he offer some type of discount to encourage people to transfer their domain to NetSol. Apparently, lots of people are taking him up on the offer too. 

To be clear, Shashi didn't "opportunize" this of his own accord. He responded to requests and suggestions being made by others he knew and respected. Not saying there's anything wrong with seizing an opportunity, mind you, which is why I suggested he do so. 

In response Shashi created a special offer for anyone wanting to transfer. 

Then, he waited and watched to see if the groundswell would respond in his favor, and it did. The post got retweeted numerous times (see Twitter search results on code here). Shashi's hope was that, rather than him tweeting about it, others would do so on his behalf and that hope seemed to be realized. 

Not only that, mentions of Network Solutions, which average between 6,000 - 7,000 per month normally, went up 10 fold, according to Shashi. 

Now, if you're a small business, you can pretty much do these types of things at a moment's notice. Not so if you're Network Solutions. 

Shashi had to alert his customer support and call center staff as to what was going on. Imagine the left hand not knowing what the right hand was doing? Happens all too often in online vs. offline world. Shashi made sure that base was covered. 

There's something else he did that I appreciate. He didn't trash the competition just to drive traffic to his offer. Nor did he need to. This is a situation where a measured response was all that was called for. "Discretion is the better part of valor," as they say and Shashi certainly displayed that characteristic. If that is also the character of Network Solutions, I applaud them. 

It is too early to determine if there will be any discernable positive ROI for NetSol, or the adverse for GoDaddy. In tracking Twitter mentions of the two, GoDaddy is receiving tons more. However, most of those are of a negative tone and the conversation is beginning to morph over into GoDaddy's alledgedly poor customer service.  

If you think all this is overblown, I would remind you of what happened a few years with a small bicycle lock company called Kryptonite. (See Google search for background if you're unfamiliar with the story. It still lives to haunt them to this day.) Also, consider the Motrin Moms controversy as another case in point. 

If you think the same thing can't happen again, you're mistaken. It can and in spades. 

The saddest thing of all is that GoDaddy has at least one staff person assigned to monitor Twitter, GoDaddyGuy, who, at the time of this writing, had yet to respond to any of the commentary.  I think that's inexcusable! One thing is for certain, Twitter users are bombarding him with their opinions. 

I suspect there is much more to come before this issue becomes yesterday's news. Perhaps it is the controversy du jour, but I believe there are lessons that can be learned that having bearing on how companies do business in the era of the social web. 

Comments

[Connie Reece]

Very nice write-up, Paul. I like how you focused on the way Shashi responded, and the professionalism he has demonstrated in addition to the lightning-quick response. I haven't decided yet where I will move my domains, but will certainly give Network Solutions a look--thanks in no small part to Shashi.

I'm seeing some "Network Solutions" horror stories pop up on Twitter, but if I'm correct, these are rehashing older situations and NS has taken steps to remedy the problems. I can't say that as fact, but I do know that Shashi was put in his current position to help NS use social media to strengthen customer relationships.

[Jeff Turner]

Great write up, Paul. I've never used GoDaddy. No particular reason. I have no intention of doing so in the future either. I know the reaction in our house was strongly negative. I don't tweet on Sunday's, but if I did, I would have joined the choir.

[Stephen Denny]

GoDaddy is far and away #1 in this category for two very good reasons: first, they provide great customer service at great prices; second, they built a brand in a category that was as exciting as a long, tall glass of sawdust, populated by competitors who gouged their customers and thought domain names were for IT geeks.

It's also a stretch to believe NetSol trying to take any sort of high road. Google them if you want to read horror stories -- about business practices, not ads.

Parsons is quoted as saying, "you know your advertising is working when it upsets some people." He must be plenty happy. I don't think the Twitterverse is going to change GoDaddy one bit. I'd be disappointed if it did.

Go read his blog and make up your own mind.

[Sandy Kalik]

The GoDaddy ads was terrible, yes. But it's not just because they were sexist or sexual. People are willing to tolerate sexist/sexual advertising when it's actually funny or when it's relevant to the content (think Victoria Secret).

However, the Danica ads aroused such negative responses for two reasons. First, it was completely gratuitous; it was nudity for its own sake, a point the characters in the commercial actually made. The other reason these ads failed is that it wasn't funny, interesting or surprising in anyway--leave a couple of guys around a computer and they're going to look at naked chicks... Very creative.

Props to @shashib for being engaged enough in his community--the audiences that care about him and those that are actually relevant to his business--to seize on GoDaddy's failings and make the best of it. It's calculated; it's surprising; and if these metrics are accurate, it worked!

[Ryan Lewis]

I completely agree. The first GoDaddy ads worked because they shocked, but these ones are now just kind of sad. I've never thought branding a company with sex works unless you are in the porn industry. It is very unfortunate they didn't use the opportunity within the conversation to add value to the ad. they could have offered a discount to those talking about the ad to galvanize the goal of chatter.

[anonymous]

I cannot believe this reaction to a super bowl ad. GD has always been known for their edgy marketing. They still provide better support and pricing than any other registrar I've heard of. I'm sure their GD twitter presence like any other company needs an okay before making executive statements so I'm not shocked one wasn't made and I don't know if this is something they should have to respond to. I am disappointed to see how petty the reaction to these ads has been. GD keeps all of their jobs in the U.S. unlike other companies, our country needs more companies like that, especially right now. Those are the kind of things that really stand out to me.

[Nabeel Ahmed]

I have used every registrar from GoDaddy, NetSol, Register, OneandOne and many more. I give Kudos to Shashi for showing professionalism and civility and really conquering the opportunity.

Facts are GoDaddy has always used cheap tactics and presented themselves as a trashy brand (intentionally or unintentionally) but that's how they have always come across. From their super chaotic storefront to their "Long Distance" customer service (No Toll Free numbers), it's not a brand I'd like to associate with. I believe one gentleman mentioned Network Solution horror stories and I agree, no one company is perfect and will always have some unhappy customers - the real difference is in the reputation and brand recognition. When I googled "GoDaddy Horror Stories", the results were no better.

In my early days of college I owned a Hyundai and every time I returned to the dealer or wrote to Hyundai about the issues, I was disappointed. Fast forward few years later, I owned and drove a Mercedes. The level of service, professionalism and commitment to really taking care of the customer was obvious. Thats how I feel about GoDaddy and Network Solutions. Al though with Network Solutions, I get my services at a higher price point but I know I can pick up the phone at any given hour and get an expert online who can be up front and honest and tell me how to resolve my most important issues with utmost professionalism.

[Louis Vuitton Outlet]

It is mightily convenient, if you deprive your citizens of political liberties, to portray these as a bourgeois luxury.