Reputation & crisis management in search and social
•Transferir como PPTX, PDF•
0 gostou•355 visualizações
The basics of crisis and reputation management for businesses in organic search, social channels and review sites.
Recomendados
Recomendados
Mais conteúdo relacionado
Destaque
Destaque (13)
Último
Último (20)
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