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Social Media Reputation Management

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B.L. Ochman, Managing Director of Emerging Media, Proof Integrated Communications

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Social Media Reputation Management

  1. 1. M<br />Online Reputation Management<br />
  2. 2. Social media disasters<br />Companies need to monitor their brands 24/7 to avoid reputation damage.<br />Just ask the brands were punk’d by social media if you doubt how quickly – and how much - your reputation can suffer.<br />
  3. 3. Social media disasters<br />Corporations' old-fashioned, secretive, top-down approach to communication is being turned on its head. Power has shifted to consumers, and change is happening at dizzying speed.<br />
  4. 4. Brands punk’d by social media<br /><ul><li>Motrin moms
  5. 5. Kryptonite bike locks
  6. 6. Dell Hell
  7. 7. Comcast narcolepsy
  8. 8. Taco Bell rats</li></li></ul><li>Domino’s<br />Two Domino’s employees posted videos on YouTube showing themselves putting cheese in their noses, sneezing on a sandwich etc. The videos went viral online, viewed by millions of people until blocked.<br />
  9. 9. Domino’s<br />48 hours later – eons in Internet time - Domino's decided to release its own video on YouTube, which features Domino's president Patrick Doyle, clearly reading from a script. <br />They also engaged consumers on Twitter. But the damage was done.<br />
  10. 10. Domino’s<br />Domino’s stock price dropped 10% over the week costing shareholders millions.<br /><ul><li>Domino’s sales suffered, with 65% of respondents in a follow up study indicating that they were less likely to order from Domino’s after the release of the video
  11. 11. Additionally, follow up investigations revealed that the store owner was a sex offender, and this news ex- tended the story’s life even further.</li></li></ul><li>Domino’s<br />Key Takeaways<br /><ul><li>Quick response is critical
  12. 12. Address all available channels
  13. 13. Have a clear social media policy for employees</li></li></ul><li>Nestle’s<br />
  14. 14. Nestle’s<br /><ul><li> Greenpeace organized an attack on Nestle Facebook page
  15. 15. Nestle community manager lost it, yelled at consumers
  16. 16. Nestle responded on their corporate site, not Facebook
  17. 17. Detractors brand-jacked Nestle’s Facebook page</li></li></ul><li>Preparing for a brand attack<br /><ul><li>Have a community strategy: don’t jump without a parachute
  18. 18. Hire an experienced community manager. Don’t relegate social media to interns or junior staff
  19. 19. Plan and practice for the worst – don’t try to figure it out under fire</li></li></ul><li>Not all the news is bad!<br /><ul><li>It’s important to monitor your brand for good mentions too!</li></li></ul><li>Ben & Jerry’s<br />
  20. 20. Ben & Jerry’s Social CRM in action<br />
  21. 21. What to listen for:<br />Sentiment(positive, negative, neutral)<br />Visibility and presence (number of mentions, number of links, natural search position data)<br />Engagement and participation (number of comments, number of downloads, such as of a widget or application)<br />
  22. 22. What to listen for:<br /><ul><li>reach and influence
  23. 23. number of views, friends, followers, connections;
  24. 24. diggs and del.icio.us bookmarks;
  25. 25. Klout authority score;
  26. 26. Re-Tweets</li></li></ul><li>Measuring social media<br />1.     Volume of consumer-created buzz for a brand based on number of posts in social media<br />2.     Shift in buzz over time<br />3.     Buzz by time of day / daypart<br />4. Asset popularity (e.g., if several videos are available to embed, which is used more)<br />
  27. 27. Measuring social media<br />5.     Competitive buzz<br />6.     Buzz by category / topic<br />7.     Buzz by social channel (forums, social networks, blogs, Twitter, etc)<br />
  28. 28. What to monitor<br /><ul><li>identify key influencers by relevant content, demographic groups, and geography
  29. 29. point out notable mentions of keywords, hashtags and brand names
  30. 30. organize conversations by influence and category
  31. 31. provide word clouds</li></li></ul><li>What to monitor<br /><ul><li>identify content tone/sentiment
  32. 32. break out mentions by media type
  33. 33. identify possible threats that merit watching
  34. 34. identify very positive and very negative mentions</li></li></ul><li>Geo search<br />
  35. 35. Share of voice<br />
  36. 36. Sentiment<br />
  37. 37. Mentions over time by media type<br />
  38. 38. Tools you should know<br /><ul><li>SamePointa remarkably thorough conversation search engine that tracks – in real time and historically – and categorizes social media mentions, discussion points, bookmarks, wikis, networks, groups, microblogs, reviews, podcasts, documents, video, images, news and websites. There are tabs that let you drill down to results for each category.</li></li></ul><li>Tools you should know<br /><ul><li>Tweepsearch and FollowerWonk great free tools for finding influencers by the keywords in their Twitter bios.</li></li></ul><li>Tools you should know<br /><ul><li>Spiral16 - a paid service with a human-guided data-validation process and 3D visual mapping, which allows clients to get comprehensive data in a visual format. In addition to social media, Spiral16 picks up data from reference sites, directories, non-traditional trade publications.
  39. 39. Businesses can use Spiral16 to discover trends, measure advertising campaigns, and conduct research for new business.</li></li></ul><li>Tools you should know<br /><ul><li>Scour - an interesting new social search engine that combines Google/Yahoo/MSN results and user comments all on one page. Users get rewarded for using it by collecting points with every search, comment and vote. The points are redeemable for Visa gift cards.</li></li></ul><li>Tools you should know<br />Paid tools worth investigating include: <br /><ul><li> Sysomos
  40. 40. Radian6
  41. 41. Traackr
  42. 42. Mutual Mind</li></li></ul><li>Whatever you do….don’t sleep on the job<br />
  43. 43. Thank you!<br />B.L. OCHMAN  b.l.ochman@proofic.com<br />917-566-5855Managing Director of Emerging Media, Proof Integrated CommunicationsFortune 500 Social Media Strategy ConsultantBlog:   What's Next Blog - An AdAge Power 150 Blog      Co-founder  Pawfun.com - Create & share free ecards made from your pet photosTwitter @whatsnext<br />