This document provides tips and strategies for online reputation management. It discusses the importance of monitoring what is said online about a company and being prepared to quickly and sincerely respond. It also highlights several case studies of companies that suffered reputational issues, including QueroMedia, Domino's Pizza, Amazon, and Dell. The key lessons are to monitor social media, optimize an online presence, and genuinely engage with customers to build and maintain trust.

1. Online strategy building:
Tips & tricks for e-reputation management
Evelien De Mey

3. Agenda
• Introduction
• Cases
– QueroMedia
– Domino’s Pizza
– Amazon.com
– Dell Hell
• Tips & Tricks
• About us

4. 1
INTRODUCTION
Why it matters

5. SEM is more than SEO & PPC
© Image: Elliance

6. Search is changing
© Image: Elliance

7. The audience is changing
© Image: Elliance

8. What happens in Vegas, stays in Vegas

9. Unless someone puts it on the internet

10. 2
CASE: QUEROMEDIA
The Halo Effect

11. The stickyness of a shrewd quick win
www.citybank.be

12. The stickyness of a shrewd quick win(2)
• many years ago
• 1 shrewd
quick win
• 1 happy
customer
• 1 blog post
• 1 Flickr-account
• 25 entries in
Yahoo!
• Forever a
‘typosquatter’

13. How to handle such a situation
• Answer on the same blog
• Be polite but firm
• Only respond once
• Be honest

14. 3
CASE: DOMINO’S PIZZA
The Domino Effect

16. It didn’t stay in Vegas

18. The Domino effect
Estimated cost: $50 MIO
© www.buzzstudy.com

19. How to handle such a situation
• Answer fast
• Respond on the channel your
audience uses
• Be sincere
• Contextualize

20. 4
CASE: AMAZON.COM
The Butterfly Effect

21. What do Amazon and Belgian soccer players have in common?

22. They both disapprove of homosexuals !

23. It started with...

24. And all of a sudden...

25. How to handle such a situation
• Take responsibility
• Apology ≠ legally correct press
release
• Use the same channels as your
audience

26. 5
CASE: DELL HELL
The digging-your-own-hole-effect

27. Meet Jeff Jarvis

28. Dell Ideastorm

29. Put your money where your mouth is

30. The big turnaround

31. How to handle such a situation
• Keep your promises
• Don’t delete negative comments

32. 6
TIPS & TRICKS
Monitor, Optimize, Engage

33. Monitor: create an ‘alert center’

34. So you know what is being said about you

35. Optimize: send a uniform message
Company™

36. LinkedIn company profile

37. Facebook Page

38. YouTube Channel

39. Join & Share

40. Engage: be honest
Honesty of
• Relationship
• Opinion
• Identity

41. 7
ABOUT US

42. QueroMedia Snapshot
• Full-service search marketing agency; °1999
• °1 SEM agency in Top 50 Web agencies 2008 by Inside Magazine
• Fortis Venture since 2006, Arkafund Venture since 2009

43. Thank you!
&A
Evelien De Mey
Project Manager