aol simon heseltine - webcongress miami 2014
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Aol Simon Heseltine - WebCongress Miami 2014TRANSCRIPT
November 3–6, 2014
#CZLCHI | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Reputation ManagementProtecting your Brand from Stupidity
Simon HeseltineAOL Inc
Senior Director – Audience Development
November 13, 2014
Presented By:Simon HeseltineSenior Director Twitter: @simonheseltineAIM: SimonHeseltine
Web CongressMiamiWhen Social Goes Wrong!
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
https://www.youtube.com/watch?v=X8oagEiRR-8
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
https://www.youtube.com/watch?v=X8oagEiRR-8
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
https://www.youtube.com/watch?v=X8oagEiRR-8
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@SimonHeseltine
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
https://www.youtube.com/watch?v=X8oagEiRR-8
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@SimonHeseltine
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
Prepare Have social media policies in place
Ensure that everyone knows your brand voice
Take control of your SERPs
Have a disaster plan in place Who responds, when, and how
Have an active presence where your customers are
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
Monitor Locate your customers online
Social Forums Your site Other sites Mailing lists
Monitor what’s being said about you / your industry
Monitor key terms
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
Listen Where it’s being said
What’s being said?
Who is saying it?
Why are they saying it?
What’s the prevailing sentiment in the community around your company?
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
We were… erm… hacked?? Yeah that’s it… hacked!
Respond
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
Respond Respond as positively as you can
If you sue, be prepared for it to go public Humor can be an effective tool used appropriately
Address the issue
Outline the resolution
Don’t fake it Don’t get your employees to review your company
/ competitors
Know when to walk away (trolls)
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
@twitterhandle
November 3–6, 2014 | #CZLCHI | @ClickZLive@simonheseltineMiami Nov 13thWebCongress 2014
Takeaways
Prepare, Listen, Respond
At some point you’ll have an issue, how you deal with it determines how badly it’ll impact your brand
Don’t be stupid. Think before you act.
November 3–6, 2014
#CZLCHI | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Reputation ManagementProtecting your Brand from Stupidity
Simon HeseltineAOL Inc
Senior Director – Audience Development
November 13, 2014
Web CongressMiami
Presented By:Simon HeseltineSenior Director Twitter: @simonheseltineAIM: SimonHeseltine
When Social Goes Wrong!