Download - Managing Online Reputation - Neal Linkon

Managing Your Online Reputation

Neal LinkonAssistant Director, Internet Marketing

Northwestern Mutual

1. Listen and learn2. Listen, learn and participate3. Wander over to the cooler and get drunk

alone

There’s a Conversation Going On

So, What Would You Do?

Started with Cell Phone Video

Motrin Moms

“We feel your pain.”

“…we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted.”

“It’s not OK for people to use altered versions of your logos, but it’s OK for you to alter the face of Indonesian rainforests? Wow!”

Nestle’s Use of Palm Oil

United Breaks Guitars

Can You Guess What “The Pony” Is?

Monitor Yourself

What’s Deleted Still Exists

***ing

Hackers exploited a vulnerability in Amazon.com, causing all books by gay, lesbian, bisexual and transgender authors to disappear

Thousands commented on Twitter, Facebook that Amazon had made the authors unavailable deliberately

Amazon didn’t attempt to explain the glitch for two days

Even Amazon Falls Victim

What If BA Wasn’t Listening?

Nobody is Listening Too Often

Deloitte study, Sept. 2010

Track/monitor: Have a system for listening to what people are saying

Evaluate/interpret: Decide what, if anything, to do about/with it

Act/engage: Respond, reply as appropriate

Steps to Good Reputation Management

Google Alerts (google.com/alerts) Yahoo Alerts (alerts.yahoo.com) TweetBeep Social Mention BlogPulse Keotag Twazzup

Free Tracking Tools

Not fostering a community Astroturfing Trying to respond to every criticism Treating all feedback the same Forgetting that respect and trust is earned

Biggest Mistakes in Managing an Online Reputation

Your Community Will Come to Your Rescue

Don’t Overreact

Respond Positively

Good Response Earns Good Response

Behave like a good guest Best policy I’ve ever seen:

Respect & Trust is Earned

Don’t be stupid!

Questions, Comments?

Neal [email protected]

mailto:[email protected]