Online Reputation Management

Chris Kovac of Nicholson Kovac

Start with the Basics• Social Media Policy• Best Practices– Establish “ground rules”

• Education– L&L, Webinars

• Who Manages?– PR– Marketing– Web/IT– HR

Social Media Profiles• Reserve your profiles (even

if you don’t plan to use…)– Twitter, Facebook– YouTube – Flickr

• “Point” to website– Search-friendly (SEO)

• Company/brands– Prevent Brand “Hijacks”

• Issues

Social Media = Real-time Focus Group

Social Media Monitoring• Brands• Competitive Landscape• Marketplace Issues• Identify Key Influencers

(KOLs)• Social Media Channels• Alerts

Free Monitoring Tools• Google Alerts• Social Mention.com

– Multi-channel

• Topsy.com– Tweets/photos

• Trackur– Email alerts

• Kurrently– Twitter/Facebook

• MonitorThis.com– Multi-channel

Paid Monitoring Tools• As low as $100/mo to

monitor a company or brand– Facilitates engagement– Crisis management

• Out-of-box vs. Enterprise– PRNewswire

• Social Media Metrics

– Nielsen BuzzMetrics– SocialRadar by Infegy

Resources & Training

• Start with savvy volunteers – Small committed team– Multi-discipline

• PR, MTKG, HR, etc– On-call (be ready!)

• Crisis management plan– 6:30pm on a Friday

• Respond via channel (Twitter, YouTube, etc)– Domino’s (pizza) mistake

Build “Message Map”

• Audience segmentation– Audiences need slightly different

messages– Staff, media, customers

• Message development– Blueprint– Objective– Measureable

• Role-playing different scenarios

• Measure & analyze– Monitor sentiment

Use Technology to Manage!• Tweetdeck• CoTweet• HootSuite• More…

Shameless Self-Pub• Integrated Marketing

Communications (agency)– Full service

• Located in Kansas City, MO• 45/55 B2C vs. B2B• Past B2B Agency of Year (2x)• Strategic-driven creative• Integration• Blog

Let’s Connect!• ChrisKovac.com• NicholsonKovac.com• @chriskovac (twitter)• ckovac@nicholsonkovac.com• http://www.linkedin.com/in/

chriskovac

• MoblieLocalSocial.com