Online Reputation Management for Brands and Affiliates - SiGMA, Malta 2014
Managing Your Brands Reputation Online - On The Edge Bristol 2012
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Transcript of Managing Your Brands Reputation Online - On The Edge Bristol 2012
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Samantha Noble (@Koozai_Sam)
MANAGING YOUR BRAND’S REPUTATION ONLINEON THE EDGE BRISTOL – 2012
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WHAT IS ABRAND?
“It is not what you say
it is”
“It is what they say it
is”(Source: The Brand Gap)
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REPUTATIONMANAGEMENT
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The BP oil disaster hit worldwide news
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BP acted fast and responded with this
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Bad press surrounding Primark and poor working conditions
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Ethical Trading website created to combat negative PR
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Film released highlighting the danger McDonald’s can have on your health
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McDonald’s have added nutrition details but not kicked back at the press
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A billboard in Times Square did not go down well with some female bloggers
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By not responding correctly to emails from bloggers, the complaint spread
EVERYWHERE
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Social media makes reputation management even more important
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Don’t just worry about your Online reputation. Offline still matters!
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MY HOLIDAY EXPERIENCE
Completed Online Complaints Form; Waited 10 Days for
a Response
Sent a Tweet to BA; Waited 10 Minutes
for a Response
Waited 5 More Days; No Response
Sent a 2nd Tweet; Response in 10
Minutes
16 days after initial OFFLINE complaint was raised, I got a response
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CARE ABOUT ALL CHANNELS
Social Media
Telephone
Emails
Website
Letter
In Person
Forums
Blogs
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Uncover and Respond to all mentions (online & offline)
THE NEGATIVE
Respond publically so others can see your response
Never respond posing as a ‘happy customer’
Don’t ignore negative press, it won’t go away
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Acknowledge & reward positive feedback
THE POSITIVE
Keep a record of your brand angels
Dedicate time and resources to network & engage with your fans
Respond to any questions they have
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BRAND MONITORING
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Negative Comments
Positive Comments
Competitors
Content Drivers
Trademark Infringement
Counterfeit Sites
WHAT IS BRAND MONITORING?
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Brand Angels and Brand Devils – They do exist – FACT!
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BRAND NAMES
Difficult
Easier
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PHRASES TO MONITOR
Your Brand Name
Common
Misspellings
Trademarks /
Copyrights
Your Competitors
Abbreviations
Team Member Names
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SITES TO MONITOR
Your Site
Social Media
Industry Related Blogs
Personal Blogs
Forums
Reviews
Articles
Photos
Competitors
Videos
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THIS TAKES TIMEOver 30 hours a month monitoring mentions
A generic brand
name will take you
a lot longerBrand monitoring
should be part of
your day-to-day job
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PAID TOOLS
BrandsEye
Brandwatch
trackur
sproutsocial
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FREETOOLS
TweetDeck
Google Alerts
HootSuite
Social Mention
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Gain fantastic FREE insights into how your brand is shared socially, with Google Analytics
reporting
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NEGATIVE BRAND SEARCHES
bad|scam|spam|crap|negative|terrible|poor|
hopeless|incompetent|unsuitable
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BRAND TERM TRAFFIC ALERTS
Decrease
Alert
Increase
Alert
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NEW SOCIAL REPORTING
The launch caused a bit of a stir. You can
now see how content is shared - by user!
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SOCIAL CONVERSATIONS
And Google resect your privacy?
Err, I’m not so sure!
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SHARED URLS
Understand which URLs work well socially
& which are not worth sharing.
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NETWORK INTERACTION
Which platforms drive the most
engagement? Available for Google
products only
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Google+ Ripples – who is sharing your
content? They are your brand angels.
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2 Freebies
POWERFUL GOOGLE ANALYTICS DASHBOARDS
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BRAND MONITORING
http://kooz.ai/brand-monitoring-dash
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BRAND ENGAGEMENT
http://kooz.ai/brand-engagement-dash
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BRAND PROTECTION
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TRADEMARK YOUR BRAND
Engage a Specialist
Understand the
Classes &
Locations
Become Familiar
with the IPODon’t forget the renewal
Trademarking should be a priority for all brands
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LET’S GET SOCIAL
Create new profiles
Update existing
profiles
Monitor for any
new platforms
Claim your social media profiles before someone else does
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DOMAINS ARE FAMILY
Stop cybersquatters - register your domain variations
Relevant TLDs Common
Misspellings
Think about the
futureRedirect to main domain
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PAGE 1DOMINATION
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“Customers find incredible detail online, from every possible source.” ~ Dina Howell ‘Saatchi & Saatchi X’
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“If consumers will do research online for houses and health care, they’ll also do it for band-aids and ballpoint pens.” ~ Jim Lecinski ‘Zero Moment of Truth’
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Research Website Researc
h
BrandResearchBuy
WHY IS THIS IMPORTANT?
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THE SEARCHES
Brand Name
+ Reviews+ Scam
+ Vouchers+ News
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@Koozai_Sam
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WHATRANKS?
Your Brand
Your Competitors
Positive Listings
Benchmark
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TOP RANKING SITES1 - Domains
2 - Wikipedia3 - News
4 - Financials5 - Customers
6 – Social Profiles7 - Niche Sites
8 - Vouchers9 - Industry
10 - Videos
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BUILD RELEVANCE
Your Website
Extra Domain
Wikipedia
Press Release
Social Profiles
Google+
YouTube Facebook
Google+
YouTube
Infographic
Your Blog
Guest Blog
Your Blog
News
News
News
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INSUMMARY
Take Control
Understand
Mentions
Protect Your Brand
Be Seen in a
Positive Light
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MORE TIPS
FREEWhitepaperKoozai.com
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IMAGE CREDITS4 - http://en.fotolia.com/id/32548809
5 - http://en.fotolia.com/id/32548809
10 - http://www.imdb.com/media/rm701930752/tt0390521
12 - http://practicalramblings.wordpress.com/2008/01/31/target-needs-to-jump-on-the-social-media-bandwagon/ Bennett Williamson
15 - http://www.airport-parking.tv/baggage_allowance_BA.htm
22 - http://en.fotolia.com/id/6259932
47 - http://www.erc.org.au/ERBEI/?p=1620
49 - http://eatoutmagazine.co.uk/kfc-becomes-first-quick-service-restaurant-offer-honours-degree-course
52 - Todd Barnard (http://www.flickr.com/photos/ronin691/5790934897/)
53 - www.datadial.net/blog/index.php/2009/02/25/ryanair-is-their-attitude-to-online-pr-part-of-a-bigger-reputation-problem