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Massimo Burgio - Brand Reputation Management - International Search Summit - London 2009

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Massimo Burgio
Massimo Burgio

This is my presentation for the International Search Summit in London, November 2009. First time I actually talk about Brand Reputation Management, and I showed a case history about a DIY (do-it-yourself) Brand Reputation Management project we are running at Global Search interactive for one of our Italian clients, Dialogo Assicurazioni. Enjoy, comment, share!

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search for buzz a brand reputation management case history massimo burgio global search interactive / sempo international search summit london, 19 november 2009
do you remember ? what we discussed at the previous international search summit
userpowered web
userfuelled branding
attitude change (yes you can)‫‏‬
search breathe think plan
a new kind of marketing intelligence
listen keywords voting word of mouth engagement social buzz blogs referrals rating networks competitors key phrases polls online reputation
a new breed of tools marketing
search brand monitoring digg SEO web analytics technorati wordtracker knowledge sharing online PR adwords viral collaborative tools conversations wikis buzz blogs linkedin SEM social networks twitter influencers RSS ROC MAO facebook engagement
a new style of marketing mindset
4PSMM passion patience perseverance proactivity
4PDON’T presume panic push procrastinate
opportunity (and/or) threat
search for buzz a brand reputation management case history
introducing dialogo assicurazioni
it could have started with a panic attack
but it ended with a clean branded SERP
(there’s always a solution)
(or more than one) search optimization online pr blog marketing social media optimized content blogosphere engagement viral campaigns
(or more than one) search optimization online pr blog marketing social media optimized content blogosphere engagement viral campaigns analytics
since we are putting in place so many activities, how about using them all as a platform to listen to customers prospects and web users, and leverage opportunities rather than fearing all the threats?
how about a new way of managing ? online brand reputation
? how about starting a dialogue with the online audience
step 1: be out there, engage, interact and participate
introducing the new dialogo assicurazioni powered by global search interactive
introducing the NEW dialogo assicurazioni powered by global search interactive
introducing the NEW dialogo assicurazioni powered by global search interactive
introducing the NEW dialogo assicurazioni powered by global search interactive
introducing the NEW dialogo assicurazioni powered by global search interactive
introducing the NEW dialogo assicurazioni powered by global search interactive
introducing the NEW dialogo assicurazioni powered by global search interactive
introducing the NEW dialogo assicurazioni powered by global search interactive
step 2: listen
step 2: listen (and measure)
step 2: listen (and measure) (we need a tool)
question: how can we listen to all online conversations, be able to intercept all brand mentions, and highlight the good and the bad ones?
answer: RSS rocks!
DIY BRM let’s try to DO-IT-YOURSELF build a brand BRAND REPUTATION MANAGEMENT reputation management platform from scratch using RSS! it is not so difficult! (the programmer said…)
so we created a number of rss feeds pipes from google and yahoo news, google blog search, twitter search, yahoo answers, technorati, friendfeed, social mention + we set up a wordpress platform with all the right plugins that allowed us be able to filter, browse, tag, search, moderate, note, and of course report to client
introducing dialogo’s brm platform powered by global search interactive
introducing dialogo’s brm platform powered by global search interactive
introducing dialogo’s brm platform powered by global search interactive
introducing dialogo’s brm platform powered by global search interactive
introducing dialogo’s brm platform powered by global search interactive
introducing dialogo’s brm platform powered by global search interactive
introducing dialogo’s brm platform powered by global search interactive
introducing dialogo’s brm platform powered by global search interactive
introducing dialogo’s brm platform powered by global search interactive
introducing dialogo’s brm platform powered by global search interactive
introducing dialogo’s brm platform powered by global search interactive
introducing dialogo’s brm platform powered by global search interactive
free cost of the platform?
free cost of the platform? (nothing really comes for free, we put a lot of work to develop and test it, and it was not so easy as the programmer said…)
wp enabling technologies? rss
introducing dialogo’s brm platform powered by global search interactive
introducing dialogo’s brm platform powered by global search interactive
DIY BRM it is really easy you can do it too!
you thank
massimoburgio sempoboard.global.europe globalsearchinteractive massimo@ globalsearchinteractive.com slideshare.net/massimoburgio

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