2. Today’s Agenda
• IOV Media Background
• Social Media #fails & #wins
• The Truth About Your Online Brand
• How Do You Protect & Grow Your Online
Reputation
3. Professional Resume
• 20+ years in sports & brand marketing
• 5 years in social media space
• 1500+ LinkedIn Connections
• 63 Klout Score
• Manage more than 100 different Social Media Pages
4. University of Illinois
’92-’93 B.S./M.S. in Advertising
Honorary Varsity I Recipient
Active with Alumni Association
Guest Lecturer
5. Step 1 - Defining your value
and your audience
• What is your company value?
• Why do people buy your product or service?
• Who is your target audience/those that you serve?
• Why is your company better?
Oakland Raiders Nick Roach
Facebook Fans: 5000
Twitter Fans: 30.6K
YouTube Views: 54,900
6. Step 2 – Colors,
typography and graphics
• When choosing your colors, typography, and graphics,
look for those elements that convey your value
o Design elements play an important role for how you are perceived in the market
• Are you a friendly and approachable company? Are you
a strong, stable, secure company?
o Whatever you want to be align your logo, colors, type and graphics around that
ideal.
Allied Van Lines
Facebook Fans: 19,500
Twitter Fans: 4200
Leading Moving Company In Social Media
17. The Truth
• Between one and three bad online reviews would be
enough to deter the majority (67%) of shoppers from
purchasing a product or service, according to a
Lightspeed Research study.
18. THE SITUATION
• Over half of Millennials (consumers aged 18 to 34) trust
the opinions of strangers online over those of friends
and family. "Social Trends Report 2012", Bazaarvoice,
June 2012
• Majority of consumers (74 percent) rely on social
networks to guide purchase decisions. (Gartner, July
2010)
26. The Impact of Social Media
“When consumers hear about a product today, their first
reaction is ‘Let me search online for it.’
And so they go on a journey of discovery: about a product,
a service, an issue, an opportunity.
Today you are not behind your competition. You are not
behind the technology. You are behind your
consumer.”
— Rishad Tobaccowala
Chief Strategy & Innovation OfficerVivaKi
The physical and digital worlds are now coming together.
So it’s not about place; it’s about ANY place.”
- Author Don Tapscott
27. Today’s Reality
• Customers want to know about you BEFORE
they want to know about you.
• Customers way of making a choice has become
more transparent and more involved than ever
before.
• Consumers control your brand, not you.
• Everyone is a brand.
32. The Impact of Social Media
“Engagement with the customer today isn’t just pouring a message
down on their head and hoping they get wet.
It really is understanding that you must be present in a
conversation when they want to have it, not when you want to.
Pre-shopping before buying has become a huge, huge part of customer
behavior. In the past, it was pretty much confined to big-ticket items
like cars, or expensive electronics or homes. Now people engage
in discovery before shopping on very small things.
It’s crossed all categories of shopping behavior. It’s just the way people
buy today.”
— Bob Thacker
Gravitytank Strategic Advisor and former CMO of OfficeMax
WINNING THE ZERO MOMENT OF TRUTH by Jim Lecinski
33. The Impact of Social Media
Before ever entering a store, 62% of Millennial
shoppers already know what they want to buy
through prior online research. Eighty-four percent
of them say consumer-written content on brand
sites influences what they buy.
— Social Trends Report 2013
WINNING THE ZERO MOMENT OF TRUTH by Jim Lecinski
34. How can you control and
grow your online reputation?
39. Have a plan & be prepared
• 58.2% of brands receive customer complaints via social
media ‘occasionally.
• 26.1% of brands’ reputations have been tarnished as a
result of negative social media posts; 15.2% lost
customers and 11.4%lost revenue.
• 23.4% of brands not only do not have a strategy in place
to manage negative social commentary, but do not have
plans to develop one.
Source: Social Media Marketing University
46. JUST RESPONDING CAN BE GOOD
• After seeing a brand response to a
review, 71% of consumers change their
perception of the brand.
- Bazzarvoice, 2014
48. LET YOUR FANS HELP YOU GROW
• The number of reviews and average
rating on a product correlate closely with
conversion to purchase. In the Beauty
product category, when the number of
reviews increases from 1 to 15, we see a
56% increase in orders.
- Bazaarvoice, 2014
50. EMBRACE IT!
At the end of the day, we have one rule:
Make the customer happy. Take care of the
problem. And I think when you’re that open
and honest and transparent about trying to
resolve an issue, you immediately turn a
customer into an advocate.”
- Patrick Duncan, SVP eCommerce,
Helzberg Diamonds
51. Thanks & Good Luck!
630.803.0485
sraquel@iovmedia.com
@sraquel (twitter)
Editor's Notes
----- Meeting Notes (2/22/13 23:46) -----
United Breaks Guitars/McDonald's
----- Meeting Notes (2/22/13 23:46) -----
United Breaks Guitars/McDonald's
https://www.youtube.com/watch?v=ZUG9qYTJMsI
www.youtube.com/watch?v=NEcZmT0fiNM
@ vs. D.
Christopher Lee
Paterno
106% growth.
Today, people share 30 billion pieces of content on Facebook and over 5 billion tweets — about a quarter of which contain links to content — per month.
In July this year, Rand Fishkin of search engine authority SEOmoz.org performed a series of experiments to see if 1) social shares affected Google search results, and 2) how quickly those results appeared. (Find the full details on the experiment here.)
Spoiler Alert: In every test Fishkin performed, tweets and Google+ shares dramatically affected the rank of new, previously unindexed content. The results in most cases were nearly instant.
