Reputation & crisis management in search and social

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Jon Norris

The basics of crisis and reputation management for businesses in organic search, social channels and review sites.

Marketing

Crisis & Reputation
Management
Tips for social, organic and review sites
@Jn_Norris jonnorris.work

What is Rep Management?
⚬ Making sure you’re seen in the best light
⚬ Removing doubt
⚬ Reputation = product of a million tiny crises

What is Rep Management?
⚬ Part of digital marketing strategy
⚬ An ongoing process
⚬ Not something you sit down and “do”

Reputation matters
⚬ 97% of consumers research purchases
online
⚬ 75% use social networks
⚬ 70% are influenced by their peers’ posts
⚬ 86% are influenced by negative reviews

Reputation matters
⚬ Dell average customer value = $210
⚬ Detractors = -$57
⚬ Promoters = +$32
⚬ 2% complaint reduction = 1% revenue
increase

Where reputation lives
Social Search
Review sites

Different approaches
⚬ Social - Fast, public, conversational
⚬ Search - Strategic, long-term, testable
⚬ Review sites - Strategic, transferable
(maybe)

Social
⚬ Monitor (e.g. Tweetdeck/Brandwatch)
⚬ Proactively engage
⚬ When do you switch channels?

Example - Twitter
⚬ Dealing with a complaint
⚬ Pitching a customer

Example - competitor
⚬ Competitor published negative article
⚬ Ended up #3 for “Crunch Accounting”
⚬ Lost a month of sales & 3 months to recover

Review sites
⚬ Funnel customers to your site of choice
⚬ Seed positive reviews
⚬ Proactively engage & fix negative reviews
⚬ Bad reviews are good!

Unexpected places
⚬ Check website referral traffic
⚬ Dark social - difficult to track down
⚬ Track with Brandwatch / Mention

Tools you might not
consider
⚬ Most marketing products can be used, e.g.
⚬ Outbrain - sneaky positive sentiment
⚬ Paid promotion (Facebook, Twitter)
⚬ Social profiles to crowd out negative search results

Bad sentiment is
contagious
⚬ Easier to complain than praise
⚬ Positive sentiment is difficult to extract
⚬ Find the “moment of truth” to ask for review

At the end of the day
⚬ Rep management can’t fix a bad product
⚬ Improvement should be part of the process
⚬ Get complaints seen & addressed by Execs

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Reputation & crisis management in search and social

1. Crisis & Reputation Management Tips for social, organic and review sites @Jn_Norris jonnorris.work

2. What is Rep Management? ⚬ Making sure you’re seen in the best light ⚬ Removing doubt ⚬ Reputation = product of a million tiny crises

3. What is Rep Management? ⚬ Part of digital marketing strategy ⚬ An ongoing process ⚬ Not something you sit down and “do”

4. Reputation matters ⚬ 97% of consumers research purchases online ⚬ 75% use social networks ⚬ 70% are influenced by their peers’ posts ⚬ 86% are influenced by negative reviews

5. Reputation matters ⚬ Dell average customer value = $210 ⚬ Detractors = -$57 ⚬ Promoters = +$32 ⚬ 2% complaint reduction = 1% revenue increase

6. Where reputation lives Social Search Review sites

7. Different approaches ⚬ Social - Fast, public, conversational ⚬ Search - Strategic, long-term, testable ⚬ Review sites - Strategic, transferable (maybe)

8. Social ⚬ Monitor (e.g. Tweetdeck/Brandwatch) ⚬ Proactively engage ⚬ When do you switch channels?

9. Example - Twitter ⚬ Dealing with a complaint ⚬ Pitching a customer

10. Organic search ⚬ Manage your search results ⚬ Monitor brand terms ⚬ Monitor related terms (“xxx review” etc.)

11. Example - competitor ⚬ Competitor published negative article ⚬ Ended up #3 for “Crunch Accounting” ⚬ Lost a month of sales & 3 months to recover

12. Review sites ⚬ Funnel customers to your site of choice ⚬ Seed positive reviews ⚬ Proactively engage & fix negative reviews ⚬ Bad reviews are good!

13. Unexpected places ⚬ Check website referral traffic ⚬ Dark social - difficult to track down ⚬ Track with Brandwatch / Mention

14. Should you get involved? ⚬ Conversation happens with or without you ⚬ Judgement call as to creepiness level ⚬ Don’t have to get involved as “The Brand”

15. Tools you might not consider ⚬ Most marketing products can be used, e.g. ⚬ Outbrain - sneaky positive sentiment ⚬ Paid promotion (Facebook, Twitter) ⚬ Social profiles to crowd out negative search results

16. Bad sentiment is contagious ⚬ Easier to complain than praise ⚬ Positive sentiment is difficult to extract ⚬ Find the “moment of truth” to ask for review

17. At the end of the day ⚬ Rep management can’t fix a bad product ⚬ Improvement should be part of the process ⚬ Get complaints seen & addressed by Execs

18. Thank you! Any questions?

Reputation & crisis management in search and social

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Reputation & crisis management in search and social