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Managing Your Reputation in a Social World American Marketing Association - New Jersey Chapter

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Managing Your Reputation in a Social World American Marketing Association - New Jersey Chapter Christine B. Whittemore May 10, 2011 Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
We live in a Digital World ,[object Object],[object Object],**BIA/Kelsey research Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
That is also Social. http:// www.youtube.com/watch?v =lFZ0z5Fm-Ng Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010 Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Search and Social
Two Choices? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Be Warned! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com March 2011
The Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image credit: BBC NI Will & Testament Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Why Businesses Should Engage Socially . Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 8/75
 
Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
For Businesses… Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Blogging Creates… Source: Data from over 1,500 small businesses - http:// bit.ly/XDkQV Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Blogging Attracts More Links Source: Data from over 1,500 small businesses - http:// bit.ly/XDkQV Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http:// bit.ly/XDkQV Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
[object Object],= Digital Visibility Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Customer Dynamics Are changing. Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 16/75
Conflict in the Marketplace! ,[object Object],[object Object],[object Object]
People vs. Organizations Transactions Vs. Relationships Traditional Vs. Social Corporate brands Vs. Communities Hierarchy Vs. Connections Inauthentic, faceless, behind a corporate wall Vs. Real, Human, Individuals
Where People… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
The Break Up http:// www.youtube.com/watch?v =RZDXfB0Rd4Q Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Buying Doesn’t Happen In a Void ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image http://contentmarketingtoday.com/2010/08/12/content-marketing-converts-even-the-toughest-business-buyers/
Customers Go Online ,[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Digital Visibility is Critical! ,[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
[object Object],To Be Found Online Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
The Age of Conversation Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 25/75
What is Social Media? Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010 John Jantsch/Duct Tape Marketing
Digital Social Tools and Platforms Easy to use Mostly free Means to an end Facilitate conversation, build trust with people Using… Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Conversations ,[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Counteract ,[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Extremes… ,[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Listen First Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Social Raises Expectations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Rich Relationships, Collaboration... Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Fiskateer Brand Ambassadors Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Social Tools Offer: ,[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com March 2011
What about… Negative Feedback? Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 37/75
My First Negative Comment... ,[object Object],Image courtesy of Rotten Pumpkins Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Boeing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Reference: AdAge “ The Right Way to Make Your Social Media Mea Culpa ” 5/10/10 Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Nestlé & Facebook ,[object Object],[object Object],Image courtesy of ThoughtPick Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
United Breaks Guitars http://www.youtube.com/watch?v=5YGc4zOqozo ,[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
What Went Wrong? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
The Lessons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
[object Object],Learn From It . Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Guidelines matter Offline, Online Internally, Externally Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 45/75
Start With Offline Experiences ,[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Offline Guidelines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Same Applies Online ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Guidelines Set Expectations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Classic Example ! Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
External Guidelines: Intel
HIMSS: LinkedIn Groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
The Benefits of Guidelines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
CoPilot Live Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
CoPilot Has Learned! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Social Conversation Online ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Social Service Paradoxes ,[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Viking ,[object Object],[object Object],[object Object],Experience courtesy of Janet Sullivan. Image courtesy of Best Viking Repair Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
The Lessons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Wisdom in Managing Your Reputation in a Social World Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 60/75
Monitor Your Social Profiles ,[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Monitor Conversations Online ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Kodak: Chief Listening Officer http://www.marketingexperiments.com/blog/internet-marketing-strategy/social-media-monitoring.html
Know When & How To Respond ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Consider Scenario Planning ,[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Beware Snark Attacks! http://everydotconnects.com/2010/10/14/blogworld-slides/
http://www.scribd.com/doc/26684375/Social-Media-Response-Flow-Chart
http://blog.journalistics.com/2010/dealing-with-haters-potty-mouths-newsroom-facebook/
Reality Check Image: PSFK.com Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 ,[object Object],[object Object]
Reasons Not to Fear Bad Reviews http://www.bazaarvoice.com/blog/2010/07/27/6-reasons-to-not-fear-negative-reviews/ Most reviews are positive Feedback builds authenticity “ Bad” isn’t always bad Reviews drive sales Reviews let you know how to improve You cannot hide!
Building Trust ,[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Your Organization Must… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://blogs.forrester.com/augie_ray/10-05-11-seven_things_your_organization_must_do_because_social_media Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Takeaways ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
Takeaways [con’t] ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
 
To Learn More… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
[object Object],Image credit: Cindy Wilson

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Managing Your Reputation in a Social World American Marketing Association - New Jersey Chapter

  • 1. Managing Your Reputation in a Social World American Marketing Association - New Jersey Chapter Christine B. Whittemore May 10, 2011 Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
  • 2.
  • 3. That is also Social. http:// www.youtube.com/watch?v =lFZ0z5Fm-Ng Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010 Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
  • 5.
  • 6.
  • 7.
  • 8. Why Businesses Should Engage Socially . Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 8/75
  • 9.  
  • 10. Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
  • 11. For Businesses… Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
  • 12. Blogging Creates… Source: Data from over 1,500 small businesses - http:// bit.ly/XDkQV Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
  • 13. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http:// bit.ly/XDkQV Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
  • 14. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http:// bit.ly/XDkQV Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
  • 15.
  • 16. Customer Dynamics Are changing. Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 16/75
  • 17.
  • 18. People vs. Organizations Transactions Vs. Relationships Traditional Vs. Social Corporate brands Vs. Communities Hierarchy Vs. Connections Inauthentic, faceless, behind a corporate wall Vs. Real, Human, Individuals
  • 19.
  • 20. The Break Up http:// www.youtube.com/watch?v =RZDXfB0Rd4Q Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
  • 21.
  • 22.
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  • 24.
  • 25. The Age of Conversation Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 25/75
  • 26. What is Social Media? Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010 John Jantsch/Duct Tape Marketing
  • 27. Digital Social Tools and Platforms Easy to use Mostly free Means to an end Facilitate conversation, build trust with people Using… Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
  • 28.
  • 29.
  • 30.
  • 31. Listen First Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
  • 32.
  • 33. Rich Relationships, Collaboration... Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
  • 34. Fiskateer Brand Ambassadors Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
  • 35.
  • 36. What about… Negative Feedback? Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 37/75
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  • 44. Guidelines matter Offline, Online Internally, Externally Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 45/75
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  • 49. Classic Example ! Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
  • 51.
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  • 53. CoPilot Live Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011
  • 54.
  • 55.
  • 56.
  • 57.
  • 58.
  • 59. Wisdom in Managing Your Reputation in a Social World Simple Marketing Now LLC – http://SimpleMarketingNow.com May 2011 60/75
  • 60.
  • 61.
  • 62. Kodak: Chief Listening Officer http://www.marketingexperiments.com/blog/internet-marketing-strategy/social-media-monitoring.html
  • 63.
  • 64.
  • 65. Beware Snark Attacks! http://everydotconnects.com/2010/10/14/blogworld-slides/
  • 68.
  • 69. Reasons Not to Fear Bad Reviews http://www.bazaarvoice.com/blog/2010/07/27/6-reasons-to-not-fear-negative-reviews/ Most reviews are positive Feedback builds authenticity “ Bad” isn’t always bad Reviews drive sales Reviews let you know how to improve You cannot hide!
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Notas do Editor

  1. quora
  2. Bolt bus
  3. Proactive: put in place formal real-time customer survey tools so you can proactively address customer service defection issues.