#SocialPro #12A @JordanKasteler

A Brand Case Study

Real Time Reputation Management

#SocialPro #12A @JordanKasteler

§ SEO § Social Media § Public Relations

MARKETING CONSULTANT

#SocialPro #12A @JordanKasteler

§ PR Stunts § Field Work § Public Education § Undercover

Investigations § Corporate Pressure

PETA CASE STUDY

#SocialPro #12A @JordanKasteler

§ PETA Kills Animals (Center for Consumer Freedom) § Nathan Winograd

(No Kill Movement)

SEARCH RESULTS – Below the Fold

#SocialPro #12A @JordanKasteler

§ Sitelinks § Site Search Box § News § Twitter

SEARCH RESULTS – Above the Fold

#SocialPro #12A @JordanKasteler

§ Over 4 million Likes § Lots of Haters § Confirmation Bias

FACEBOOK

#SocialPro #12A @JordanKasteler

NEGATIVE PRESS OCCURS

#SocialPro #12A @JordanKasteler

§ During PR Crisis – 1 Comment Per Second

§ Shifts Taken By All Departments

§ Read Every One § Personal Responses §  Immediately Reactive

FACEBOOK COMMENTS THEN

#SocialPro #12A @JordanKasteler

§ Sort By Emotions § Set Response Time §  Instant Replies § Out Of Office § Live Streaming § Canned [Personalized]

Responses § DeepText AI

FACEBOOK COMMENTS NOW

#SocialPro #12A @JordanKasteler

§  Ignore Reaction § Reactive Reputation

Management § Proactive Reputation

Management

RESPONSE PLAN

#SocialPro #12A @JordanKasteler

§ Negative Search Results (Push Down) § Negative PR Response § Messaging & Tone for Conversation Hosting § Social & Paid Ad Channels §  Journalist Contact § Crisis Landing Page & Pinned Social Posts § Call On Super Fans § Comment Relevancy

REACTIVE REPUTATION MANAGEMENT

#SocialPro #12A @JordanKasteler

§ Tell Your Story § Shelter of Last Resort §  PETASaves.com §  Built by PETA

§ WhyPETAEuthanizes.com §  Built by loyal fan

CRISIS LANDING PAGE

#SocialPro #12A @JordanKasteler

§ Domain Registry § Social Profile Registry § Search & Social Monitoring § RSS Feeds § Alerts (Search/Analytics) § Sentiment Analysis § Branded Search Results (Push Up)

PROCTIVE REPUTATION MANAGEMENT

#SocialPro #12A @JordanKasteler

§ Have reactive and proactive ORM plans

ahead of time. § Claim social channels and domains now

before someone else does. § Build links to positive results in the SERPs. § Monitor the conversation and be prepared

to host it.

SUMMARY

#SocialPro #12A @JordanKasteler

§ Don’t be afraid to leverage people outside

of Marketing. Including external fans. § Use social channel’s features to manage

crisis mode.

SUMMARY – Cont’d

#SocialPro #12A @JordanKasteler

THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!