Embed Size (px)
Citation preview
1
Reputation Management: In A Digital Age
Samantha Noble
Agenda
Reputation Management
Brand Monitoring
Brand Protection
Page One Domination
Questions….
@Koozai_Sam
What is a Brand?
“A brand is not what YOU
say it is”
@Koozai_Sam
“It’s what THEY say it is”
“The Brand Gap” – Marty Neumeier
@Koozai_Sam
Dictionary Definition
ReputationThe estimation in which a person or thing is held, especially by the community or public generally
ManagementThe act or manner of managing; handling, direction or control
@Koozai_Sam
Digital Definition
ReputationThe difference between a brand that has a future and one that may struggle
ManagementUnderstanding, responding and controlling negative and positive mentions of a brand
@Koozai_Sam
@Koozai_Sam
@Koozai_Sam
The BP oil spill was broadcast all over the internet and the news.
@Koozai_Sam
BP responded with a dedicated section on their website explaining
how they were committed to helping the situation.
@Koozai_Sam
There was uproar when the BBC broadcasted a programme about
how the employees of Primark were treated badly.
@Koozai_Sam
Primark responded with a dedicated website dedicated to their ethical trading practices.
@Koozai_Sam
This slide shows tweets sent to Interflora on the left and tweets
from the Interflora account on the right. You can see that during the
time period, Interflora did not respond to negative comments
British Airways… My Story
@Koozai_Sam
British Airways Ruined My Holiday Experience
On my return from Mexico in April this year, I had a bad experience with British Airways. In the next slide you can see their response
time.
British Airways… The Response
@Koozai_Sam
1) Completed the online complaints form
2) Waited for 10 days, no response
3) Sent a Tweet to BA, response within 10 minutes
4) Waited 5 more days, no response
5) Sent another Tweet, response in 10 minutes
6) 16 days after initial contact, finally got a reply
@Koozai_Sam
Online Offline
Service Product
Deal With The Negative
@Koozai_Sam
Uncover and respond to all mentions
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
Reward the Positive
@Koozai_Sam
Acknowledge positive feedback
Keep a record of your brand angels
Dedicate a member of your team to ‘network’ with your followers
Respond to any questions they have
Engage with your followers
@Koozai_Sam
What is Brand Monitoring?
@Koozai_Sam
A strategy that allows you to track all mentions of a company name, product or service that has been added to an online resource.
Negative Comments
Positive Comments
Competitors
Content Drivers
Trademark Infringement
Counterfeit Sites
@Koozai_Sam
Brand Angels Brand Devils
Your Brand
Brand Names
@Koozai_Sam
Difficult
Easier
Phrases to Monitor
@Koozai_Sam
Your Brand Name
Common misspellings
Abbreviations
Trademarks and/or Copyrights
Senior Management Team Names
Key products/services (if not generic words)
Your competitors
Sites to Monitor
@Koozai_Sam
Your Site
Social Media
Industry Related Blogs
Personal BlogsForumsReviewArticles
Photo
Competitor
Video
This Takes Time!
@Koozai_Sam
We spend over 30 hours monitoring our brand each month
Depending on your brand name, you may need to dedicate a lot more time
Brand monitoring should form part of your day-to-day job
@Koozai_Sam
BrandsEye
@Koozai_Sam
@Koozai_Sam
@Koozai_Sam
@Koozai_Sam
@Koozai_Sam
Tweet Deck
Google Alerts
HootSuite
Social Mention
@Koozai_Sam
Negative Brand Searches
@Koozai_Sam
bad|scam|spam|scam|negative|terrible|poor|hopeless|incompetent|unsuitable|shit
Brand Term Traffic - Alerts
@Koozai_Sam
Brand Traffic Decrease Alert
Brand Traffic Increase Alert
Google Analytics Social Reports
@Koozai_Sam
Social Conversations
@Koozai_Sam
Shared URLs
@Koozai_Sam
Social Network Interaction
@Koozai_Sam
Social Visitor Flow
Google+ Ripples
@Koozai_Sam
Brand Monitoring Dashboard
@Koozai_Sam
1) Brand Term Visits (SEO)
2) Non Brand Term Visits (SEO)
3) Social Media Visits
4) Facebook Visits
5) Twitter Visits
6) Google+ Visits
7) Brand Term Keywords
8) Activity by Shared URL
9) Visits & Page Views by Social Network
10) Social Media Interactions by Day
11) Data Hub Activities by Social Network
Brand Monitoring Dashboard
@Koozai_Sam
http://kooz.ai/brand-monitoring-dash
@Koozai_Sam
Trademarks
Social Profiles
Domains
Trademarks
@Koozai_Sam
Engage a Trademark Specialist
Understand the classes and locations
Become familiar with the IPO website
Add renewal date to diary
Social Media Profiles
@Koozai_Sam
Create new profiles Update existing profiles
Add more content Include your brand name Build relevance Add images Link to main site Real contact details Be consistent
Domains
@Koozai_Sam
Stop cyber-squatters
Register relevant TLDs
Buy misspells of your domain
Think about the future
Redirect all variations to main domain
@Koozai_Sam
Jim Lecinski
@Koozai_Sam
“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’
Dina Howell
@Koozai_Sam
"Customers find incredible detail online, from every possible source… "
Dina Howell – CEO - Saatchi & Saatchi X
Why It’s Important
@Koozai_Sam
Types of Searches:
Brand Name
Brand Name + Reviews
Brand Name + Scam
Brand Name + News
Brand Name + Vouchers
Research
Stage
Your Website
Research
Stage
Your Website
@Koozai_Sam
Brand Searches in GA
@Koozai_Sam
Create Advanced Segments in Google Analytics to monitor your brand keywords
Dominate page 1 for all the popular searches
What Ranks Already?
@Koozai_Sam
Analyse
Your brand
Your competitors
Positive listings
Benchmark
Pages That Rank
@Koozai_Sam
1 - Domains
2 - Wikipedia
3 - News4 - Financials
5 - Customers6 – Social Profiles
7 - Niche Sites
8 - Vouchers
9 - Industry10 - Videos
Your Website
Extra Domain
Wikipedia
Press Release
Social Profiles
Google+
YouTube LinkedIn Facebook
YouTube
Article
Article
Guest Blog
Your Blog
Niche Link
Deep Link
Deep Link
@Koozai_Sam
Build Relevance
Summary
@Koozai_Sam
Take control of your reputation
Understand what is being said about you online
Protect your brand
Ensure potential customers see you in a positive light
@Koozai_Sam
Image Sources
Slide 3 - http://www.istockphoto.com/stock-photo-19148501-transform-your-thinking.php?st=897875c
Slide 5 & 6 - http://en.fotolia.com/id/32548809
Slide 14 - http://en.fotolia.com/id/29628353
Slide 19 - http://en.fotolia.com/id/6259932
Slide 46 - Tom Stamp
Slide 57 - Todd Barnard (http://www.flickr.com/photos/ronin691/5790934897/)
Slide 58 - http://www.datadial.net/blog/index.php/2009/02/25/ryanair-is-their-attitude-to-online-pr-part-of-a-bigger-reputation-problem/
