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Online Brand And Reputation Management - American Marketing Association Word of Mouth Presentation

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Presentation given to the Word of Mouth group at the AMA (American Marketing Association) covering brand and reputation management online. Inludes how to proactively manage your brand, tools and tips for tracking your brand online (including sentiment) and how to respond/participate and engage in conversations online.

See a summary on my blog at www.themarketess.com :)

Publicada em: Negócios, Tecnologia
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Online Brand And Reputation Management - American Marketing Association Word of Mouth Presentation

  1. 1. Online Brand and Reputation Management Krista Neher Consulting/Blog: www.themarketess.com Training: www.bootcampdigital.com Email: krista@themarketess.com Twitter: @kristaneher
  2. 2. About Me….. <ul><li>5+ Years at P&G in Marketing and Finance </li></ul><ul><li>2 Years at Internet Startup </li></ul><ul><li>Now… Marketing Training and Consulting </li></ul><ul><ul><li>Digital Strategy </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Training </li></ul></ul>
  3. 3. What is a brand?
  4. 4. Like it or not, you have a brand. <ul><li>Wikipedia: </li></ul><ul><ul><li>A brand is a collection of symbols, experiences and associations connected with a product , a service , a person or any other artifact or entity . </li></ul></ul><ul><li>A brand is in the eyes of the customer. </li></ul><ul><li>Brand Equity </li></ul><ul><ul><li>What your brand stands for in the hearts and minds of your audience. It is both logical and emotional. </li></ul></ul>
  5. 5. Why Does it Matter?
  6. 6. Why does it Matter? <ul><li>52% of individuals put their trust in what others have to say about you </li></ul><ul><li>87% of consumers look at the reputation of your CEO, when judging your company's reputation </li></ul><ul><li>59% of hiring managers are influenced by your online reputation </li></ul>
  7. 7. Who Do You Trust?
  8. 8. Consumers Control Your Brand. Not You. Sorry.
  9. 9. The Internet Changed Branding <ul><li>Pre Internet </li></ul><ul><ul><li>Brand controls the message </li></ul></ul><ul><ul><li>One way Communication </li></ul></ul><ul><li>Internet </li></ul><ul><ul><li>Everyone controls the message </li></ul></ul>
  10. 10. The Walls are Falling
  11. 11. You can still shape and participate in the discussion. 
  12. 12. 3 Steps to Online Reputation Management <ul><li>Manage </li></ul><ul><ul><li>Tips </li></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><li>Monitor </li></ul><ul><ul><li>Activity </li></ul></ul><ul><ul><li>Sentiment </li></ul></ul><ul><li>Respond </li></ul><ul><ul><li>To Positive </li></ul></ul><ul><ul><li>To Negative </li></ul></ul>
  13. 13. Proactively Manage Your Brand <ul><li>Create an online presence </li></ul><ul><ul><li>Importance of branded content </li></ul></ul><ul><ul><li>Authority sites that rank well </li></ul></ul><ul><ul><li>Better chances that they find YOU when searching </li></ul></ul><ul><li>Reserve your name </li></ul><ul><ul><li>Even on sites you don’t plan to use </li></ul></ul><ul><li>Give Resources & Empower Conversations </li></ul><ul><ul><li>Photos, videos, quotes, etc. </li></ul></ul>
  14. 14. Manage Tools – Freeyourid.com
  15. 15. Manage Tools – claimid.com
  16. 16. Manage Tools - Reputation <ul><li>Naymz.com - Sign-up and invite your invite people to write reviews about you and your work. </li></ul><ul><li>Rapleaf.com - Look up your reputation, rate others, and they will be invited to rate you in return. </li></ul><ul><li>RepVine - Reference and reputation management combined. </li></ul><ul><li>ReputationDefender.com - A service that attempts to help you get things being said online about you removed </li></ul><ul><li>TrustPlus.com - An online reputation service that ranks based on trust scores. </li></ul>
  17. 17. Tools to Monitor Your Brand <ul><li>Start with Search </li></ul><ul><ul><li>For your brand </li></ul></ul><ul><ul><li>Terms associated with your brand </li></ul></ul><ul><ul><li>Your competitors </li></ul></ul><ul><ul><li>Hot news topics </li></ul></ul><ul><ul><li>How do you rank? </li></ul></ul><ul><ul><li>Where does your name show up? </li></ul></ul>
  18. 18. Example: Toy Recall
  19. 19. Example: Toy Lead Poisoning
  20. 20. Mattel Toy Recall
  21. 21. Hasbro Toy Recall
  22. 22. Bandai Toy Recall
  23. 23. Monitor Tools <ul><li>Simple </li></ul><ul><ul><li>Google Alerts (don’t forget blogs) </li></ul></ul><ul><ul><li>Twitter Search (search.twitter.com) </li></ul></ul><ul><ul><li>Regular Search </li></ul></ul><ul><ul><ul><li>Insight into customers </li></ul></ul></ul>
  24. 24. Tools to Monitor Your Brand www.keotag.com (FREE)
  25. 25. Tools to Monitor Your Brand Monitor This (FREE)
  26. 26. Trackur (from $18/month)
  27. 27. Tools to Monitor thesearchmonitor
  28. 28. Tools to Monitor – Radian 6
  29. 29. Monitor Sentiment brandwatch.net
  30. 30. Monitor Sentiment Chatterguard.com
  31. 31. Monitor Sentiment – sentimentmetrics.com
  32. 32. Respond <ul><li>To Positive Comments & Reviews </li></ul><ul><ul><li>Show others that you care (and encourage them to write) </li></ul></ul><ul><ul><li>Build a Tribe of passionate users </li></ul></ul><ul><ul><li>They will defend your brand for you </li></ul></ul><ul><li>To Negative Comments </li></ul><ul><ul><li>Don't oppress or try to censor people - convey a clear, gentle, and friendly image </li></ul></ul><ul><ul><li>Respond directly to the issues so that whomever reads the complaints also reads your point of view </li></ul></ul>
  33. 33. 6 Tips for Dealing with Negativity <ul><li>1. Humanize Your Brand </li></ul><ul><ul><li>It’s easier to hate a company than a person </li></ul></ul>
  34. 34. 6 Tips for Dealing with Negativity <ul><li>2. Thank them for their interest in your brand </li></ul><ul><ul><li>Passion can be turned around; any interest has value </li></ul></ul><ul><ul><li>Show openness in dealing with the complaint or issue </li></ul></ul><ul><li>3. Be Transparent and Explain </li></ul><ul><ul><li>Often a friendly explanation can help; don’t oppress - explain </li></ul></ul><ul><li>4. Empathize </li></ul><ul><ul><li>Understand without agreeing </li></ul></ul><ul><li>5. Build a Community of Advocates </li></ul><ul><ul><li>Having others speak highly of you goes a long way </li></ul></ul><ul><li>6. Know when to disengage </li></ul><ul><ul><li>Sometimes you can’t win. Know when to walk away. </li></ul></ul>
  35. 35. Doing it Wrong - RyanAir <ul><li>&quot;It is Ryanair policy not to waste time and energy in corresponding with idiot bloggers and Ryanair can confirm that it won't be happening again,&quot; it told The Times. </li></ul><ul><li>&quot;Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel&quot;. </li></ul>
  36. 36. Remember Blended/Universal Search Results
  37. 37. Let’s Connect! Krista Neher [email_address] @kristaneher www.themarketess.com www.bootcampdigital.com (coming soon)