Aol Simon Heseltine - WebCongress Miami 2014

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Aol Simon Heseltine - WebCongress Miami 2014

Transcript of Aol Simon Heseltine - WebCongress Miami 2014

November 3–6, 2014

#CZLCHI | @ClickZLive

The Global Conference Series Designed by Digital Marketers, for Digital Marketers

Reputation ManagementProtecting your Brand from Stupidity

Simon HeseltineAOL Inc

Senior Director – Audience Development

November 13, 2014

Presented By:Simon HeseltineSenior Director Twitter: @simonheseltineAIM: SimonHeseltine

Web CongressMiamiWhen Social Goes Wrong!

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

https://www.youtube.com/watch?v=X8oagEiRR-8

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

https://www.youtube.com/watch?v=X8oagEiRR-8

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

https://www.youtube.com/watch?v=X8oagEiRR-8

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@SimonHeseltine

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

https://www.youtube.com/watch?v=X8oagEiRR-8

https://www.youtube.com/watch?v=X8oagEiRR-8
https://www.youtube.com/watch?v=X8oagEiRR-8

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@SimonHeseltine

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

Prepare Have social media policies in place

Ensure that everyone knows your brand voice

Take control of your SERPs

Have a disaster plan in place Who responds, when, and how

Have an active presence where your customers are

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

Monitor Locate your customers online

Social Forums Your site Other sites Mailing lists

Monitor what’s being said about you / your industry

Monitor key terms

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

Listen Where it’s being said

What’s being said?

Who is saying it?

Why are they saying it?

What’s the prevailing sentiment in the community around your company?

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

We were… erm… hacked?? Yeah that’s it… hacked!

Respond

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

Respond Respond as positively as you can

If you sue, be prepared for it to go public Humor can be an effective tool used appropriately

Address the issue

Outline the resolution

Don’t fake it Don’t get your employees to review your company

/ competitors

Know when to walk away (trolls)

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

@twitterhandle

November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014

Takeaways

Prepare, Listen, Respond

At some point you’ll have an issue, how you deal with it determines how badly it’ll impact your brand

Don’t be stupid. Think before you act.

November 3–6, 2014

#CZLCHI | @ClickZLive

The Global Conference Series Designed by Digital Marketers, for Digital Marketers

Reputation ManagementProtecting your Brand from Stupidity

Simon HeseltineAOL Inc

Senior Director – Audience Development

November 13, 2014

Web CongressMiami

Presented By:Simon HeseltineSenior Director Twitter: @simonheseltineAIM: SimonHeseltine

When Social Goes Wrong!

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