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Your brand online - reputation is everything

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Your brand online - reputation is everything

  1. 1. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaStart@mab397
  2. 2. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaPROACTIVEREPUTATIONMANAGEMENT
  3. 3. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaWHY BOTHER
  4. 4. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaI don’t have a photograph, but youcan have my footprints. They’reupstairs in my socks.Groucho Marx
  5. 5. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia58% trust 92% trust47% trustNielsen: Global Consumer Trust
  6. 6. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia71% claim reviews from family members or friends exert a “great deal” or “fairamount” of influence over the decision to use or not use a particular company, brandor productThe average consumer mentions specificbrands90 timesper week in conversations withfriends, family and co-workers90% of consumers trustrecommendations from people theyknowKeller Fay, WOMMA 2010, Harris Interactive June 2010, Econsultancy July 2009
  7. 7. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia70% of onlineconsumers trustopinions ofunknown usersConsumerreviews arenearly 12times moretrusted thandescriptionsfrommanufacturers61% of peoplerely on userreviews forproductinformation orresearch beforebuying67% of shoppersspend more onlineafterrecommendationsfrom onlinecommunity offriendsEconsultancy July 2009, eMarketer Feb 2010, Razorfish 2008, Internet Retailer September 2009
  8. 8. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  9. 9. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaSocial media gives traditional WOMrecommendations greater visibility and leavesa lasting digital footprint. #SydneyTalkBizAbout 2 minutes ago via sydneytalkbiz 2013
  10. 10. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaPROACTIVEREPUTATIONMANAGEMENT
  11. 11. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  12. 12. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  13. 13. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaChallengeTo launch a new product to time-poor, healthconscious Australians.ApproachMindshare qualified 11 influential bloggersand organised bespoke outreach programsto appeal to their audience.ResultsReviews reached an audience of 330,000+with over 900 responses includingrecipes, videos and post-purchasecomments.Of these responses, there were 273mentions of the word LOVE to describe theproduct.Reporting gave insight into what featuresexcited consumers most.
  14. 14. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  15. 15. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaStatus Assessment ActionsResponse &Stakeholders1 Very positive plug for brand/product/campaign Thank, Like, add to influencer list n/a2General positive commentary aboutbrand/product/campaignThank, Like n/a3General enquiry or comment aboutbrand/product/issueRespond to immediately with helpfuladvice/commentary or ask heirarchy expert ifneeded and then post - post response publiclyCommunity Managerwith pre-approvedresponse options4 General enquiry or comment about CampaignRespond to immediately with helpfuladvice/commentary or ask hierarchy expert ifneeded and then post - post response publiclyCommunity Managerwith pre-approvedresponse options5 Inaccurate information related to brand/productCorrect information or request information frombrand expert & post response publiclyCommunity Manager andbrand expert6 Inaccurate information related to CampaignCorrect information or request information frombrand expert & post response publiclyCommunity Managerwith pre-approvedresponse options7 Request for help related to brand/productRespond to requests publicly or post email addressand request an email with details to pass on tocustomer careCommunity manager andcustomer care8 Request for help related to CampaignRespond to requests publicly or post email addressand request an email with detailsCommunity Manager9 Negative comment without any questionsEvaluate need for response and reaction from therest of the community. If required, respond withregret publicly and request an email with details toescalate the issueCommunity Manager10 Dissatisfied customerRespond with regret publicly and request an emailwith details to escalate the issueCommunity manager andcustomer care11 Detractor (actively criticising)Respond with regret publicly and request an emailwith details to escalate the issueCommunity manager andcustomer care12 Raging (very angry)Respond with regret publicly and request an emailwith details to escalate the issueCommunity Manager andbrand expert13 Raging & offensive Delete any obscene or offensive posts Community Manager
  16. 16. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaIt’s great if you tell your audience why theyshould choose you, it’s better if you can getsomeone else to tell them #SydneyTalkBizAbout 2 minutes ago via sydneytalkbiz 2013
  17. 17. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaHOW TO RESPONDIN A CRISIS
  18. 18. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  19. 19. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaPost an update apologising for the issue and outlining the resolution.Reply to every wall post or mention with a bespoke reply addressing themajor concern. DO NOT repeat the same reply.Consider other outcomes for the next few days and prepare responses forany possibilities. Continue to reply where appropriate but do not continueto post new updates (either prepared from the conversation calendar orregarding the incident)If possible give extremely disgruntled clients an opportunity to take theconversation offline by offering an email or phone number to discuss this.Ensure that is properly resourced.Continue to reply to those posting on your wall or to you about otherdiscussions.Keep the apology short – the more you write the more potential rope you aregiving yourself by offending other people
  20. 20. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  21. 21. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaWhile there is a strong response initially, more peoplewill be drawn to respond once you post a reply as youwill be drawing attention to it. This is unfortunate butunavoidable.You will have to either justify your position and keepreceiving negative responses or immediately reverseyour position. Know when to pick your battles.
  22. 22. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaDo not underestimate the time it will take for the community to forgive you.Do not justify or excuse comments in any form.Do not try to use the outrage as an opportunity to spin your messageDo not leave comments unanswered – they should be dealt with within anhour.Do not run any social advertising until the coast is clear.Do not be defensive or take things personally.Do not overreact.
  23. 23. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaDeleting negative comments may cause more damage.See: the Streisand Effect.Confused detractors may incorrectly assume that youhave deleted negative comments.Offensive or abusive comments should be addressed,not just deleted.
  24. 24. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  25. 25. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  26. 26. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
  27. 27. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaReact quickly and calmly. The way yourespond to an issue can affect your reputationas much as the issue itself. #SydneyTalkBizAbout 2 minutes ago via sydneytalkbiz 2013
  28. 28. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | AustraliaConnect with me@mab397mandibatesonSydney, Australia(+61) 2 9287 8400Mindshare Australiamab397.wordpress.com

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