managing your brand's reputation online
TRANSCRIPT
Samantha Noble (@Koozai_Sam)
MANAGING YOUR BRAND’S REPUTATION ONLINEON THE EDGE BRISTOL – 2012
WHAT IS ABRAND?
“It is not what you say
it is”
“It is what they say it
is”(Source: The Brand Gap)
REPUTATIONMANAGEMENT
The BP oil disaster hit worldwide news
BP acted fast and responded with this
Bad press surrounding Primark and poor working conditions
Ethical Trading website created to combat negative PR
Film released highlighting the danger McDonald’s can have on your health
McDonald’s have added nutrition details but not kicked back at the press
A billboard in Times Square did not go down well with some female bloggers
By not responding correctly to emails from bloggers, the complaint spread
EVERYWHERE
Social media makes reputation management even more important
Don’t just worry about your Online reputation. Offline still matters!
MY HOLIDAY EXPERIENCE
Completed Online Complaints Form; Waited 10 Days for
a Response
Sent a Tweet to BA; Waited 10 Minutes
for a Response
Waited 5 More Days; No Response
Sent a 2nd Tweet; Response in 10
Minutes
16 days after initial OFFLINE complaint was raised, I got a response
CARE ABOUT ALL CHANNELS
Social Media
Telephone
Emails
Website
Letter
In Person
Forums
Blogs
Uncover and Respond to all mentions (online & offline)
THE NEGATIVE
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
Acknowledge & reward positive feedback
THE POSITIVE
Keep a record of your brand angels
Dedicate time and resources to network & engage with your fans
Respond to any questions they have
BRAND MONITORING
Negative Comments
Positive Comments
Competitors
Content Drivers
Trademark Infringement
Counterfeit Sites
WHAT IS BRAND MONITORING?
Brand Angels and Brand Devils – They do exist – FACT!
BRAND NAMES
Difficult
Easier
PHRASES TO MONITOR
Your Brand Name
Common
Misspellings
Trademarks /
Copyrights
Your Competitors
Abbreviations
Team Member Names
SITES TO MONITOR
Your Site
Social Media
Industry Related Blogs
Personal Blogs
Forums
Reviews
Articles
Photos
Competitors
Videos
THIS TAKES TIMEOver 30 hours a month monitoring mentions
A generic brand
name will take you
a lot longerBrand monitoring
should be part of
your day-to-day job
PAID TOOLS
BrandsEye
Brandwatch
trackur
sproutsocial
FREETOOLS
TweetDeck
Google Alerts
HootSuite
Social Mention
Gain fantastic FREE insights into how your brand is shared socially, with Google Analytics
reporting
NEGATIVE BRAND SEARCHES
bad|scam|spam|crap|negative|terrible|poor|
hopeless|incompetent|unsuitable
BRAND TERM TRAFFIC ALERTS
Decrease
Alert
Increase
Alert
NEW SOCIAL REPORTING
The launch caused a bit of a stir. You can
now see how content is shared - by user!
SOCIAL CONVERSATIONS
And Google resect your privacy?
Err, I’m not so sure!
SHARED URLS
Understand which URLs work well socially
& which are not worth sharing.
NETWORK INTERACTION
Which platforms drive the most
engagement? Available for Google
products only
Google+ Ripples – who is sharing your
content? They are your brand angels.
2 Freebies
POWERFUL GOOGLE ANALYTICS DASHBOARDS
BRAND MONITORING
http://kooz.ai/brand-monitoring-dash
BRAND ENGAGEMENT
http://kooz.ai/brand-engagement-dash
BRAND PROTECTION
TRADEMARK YOUR BRAND
Engage a Specialist
Understand the
Classes &
Locations
Become Familiar
with the IPODon’t forget the renewal
Trademarking should be a priority for all brands
LET’S GET SOCIAL
Create new profiles
Update existing
profiles
Monitor for any
new platforms
Claim your social media profiles before someone else does
DOMAINS ARE FAMILY
Stop cybersquatters - register your domain variations
Relevant TLDs Common
Misspellings
Think about the
futureRedirect to main domain
PAGE 1DOMINATION
“Customers find incredible detail online, from every possible source.” ~ Dina Howell ‘Saatchi & Saatchi X’
“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’
Research Website Researc
h
BrandResearchBuy
WHY IS THIS IMPORTANT?
THE SEARCHES
Brand Name
+ Reviews+ Scam
+ Vouchers+ News
@Koozai_Sam
WHATRANKS?
Your Brand
Your Competitors
Positive Listings
Benchmark
TOP RANKING SITES1 - Domains
2 - Wikipedia3 - News
4 - Financials5 - Customers
6 – Social Profiles7 - Niche Sites
8 - Vouchers9 - Industry
10 - Videos
BUILD RELEVANCE
Your Website
Extra Domain
Wikipedia
Press Release
Social Profiles
Google+
YouTube Facebook
Google+
YouTube
Infographic
Your Blog
Guest Blog
Your Blog
News
News
News
INSUMMARY
Take Control
Understand
Mentions
Protect Your Brand
Be Seen in a
Positive Light
MORE TIPS
FREEWhitepaperKoozai.com
IMAGE CREDITS4 - http://en.fotolia.com/id/32548809
5 - http://en.fotolia.com/id/32548809
10 - http://www.imdb.com/media/rm701930752/tt0390521
12 - http://practicalramblings.wordpress.com/2008/01/31/target-needs-to-jump-on-the-social-media-bandwagon/ Bennett Williamson
15 - http://www.airport-parking.tv/baggage_allowance_BA.htm
22 - http://en.fotolia.com/id/6259932
47 - http://www.erc.org.au/ERBEI/?p=1620
49 - http://eatoutmagazine.co.uk/kfc-becomes-first-quick-service-restaurant-offer-honours-degree-course
52 - Todd Barnard (http://www.flickr.com/photos/ronin691/5790934897/)
53 - www.datadial.net/blog/index.php/2009/02/25/ryanair-is-their-attitude-to-online-pr-part-of-a-bigger-reputation-problem
