Managing Your Brand's Reputation Online

Samantha Noble (@Koozai_Sam)

MANAGING YOUR BRAND’S REPUTATION ONLINEON THE EDGE BRISTOL – 2012

WHAT IS ABRAND?

“It is not what you say

it is”

“It is what they say it

is”(Source: The Brand Gap)

REPUTATIONMANAGEMENT

The BP oil disaster hit worldwide news

BP acted fast and responded with this

Bad press surrounding Primark and poor working conditions

Ethical Trading website created to combat negative PR

Film released highlighting the danger McDonald’s can have on your health

McDonald’s have added nutrition details but not kicked back at the press

A billboard in Times Square did not go down well with some female bloggers

By not responding correctly to emails from bloggers, the complaint spread

EVERYWHERE

Social media makes reputation management even more important

Don’t just worry about your Online reputation. Offline still matters!

MY HOLIDAY EXPERIENCE

Completed Online Complaints Form; Waited 10 Days for

a Response

Sent a Tweet to BA; Waited 10 Minutes

for a Response

Waited 5 More Days; No Response

Sent a 2nd Tweet; Response in 10

Minutes

16 days after initial OFFLINE complaint was raised, I got a response

CARE ABOUT ALL CHANNELS

Social Media

Telephone

Emails

Website

Letter

In Person

Forums

Blogs

Uncover and Respond to all mentions (online & offline)

THE NEGATIVE

Respond publically so others can see your response

Never respond posing as a ‘happy customer’

Don’t ignore negative press, it won’t go away

Acknowledge & reward positive feedback

THE POSITIVE

Keep a record of your brand angels

Dedicate time and resources to network & engage with your fans

Respond to any questions they have

BRAND MONITORING

Negative Comments

Positive Comments

Competitors

Content Drivers

Trademark Infringement

Counterfeit Sites

WHAT IS BRAND MONITORING?

Brand Angels and Brand Devils – They do exist – FACT!

BRAND NAMES

Difficult

Easier

PHRASES TO MONITOR

Your Brand Name

Common

Misspellings

Trademarks /

Copyrights

Your Competitors

Abbreviations

Team Member Names

SITES TO MONITOR

Your Site

Social Media

Industry Related Blogs

Personal Blogs

Forums

Reviews

Articles

Photos

Competitors

Videos

THIS TAKES TIMEOver 30 hours a month monitoring mentions

A generic brand

name will take you

a lot longerBrand monitoring

should be part of

your day-to-day job

PAID TOOLS

BrandsEye

Brandwatch

trackur

sproutsocial

FREETOOLS

TweetDeck

Google Alerts

HootSuite

Social Mention

Gain fantastic FREE insights into how your brand is shared socially, with Google Analytics

reporting

NEGATIVE BRAND SEARCHES

bad|scam|spam|crap|negative|terrible|poor|

hopeless|incompetent|unsuitable

BRAND TERM TRAFFIC ALERTS

Decrease

Alert

Increase

Alert

NEW SOCIAL REPORTING

The launch caused a bit of a stir. You can

now see how content is shared - by user!

SOCIAL CONVERSATIONS

And Google resect your privacy?

Err, I’m not so sure!

SHARED URLS

Understand which URLs work well socially

& which are not worth sharing.

NETWORK INTERACTION

Which platforms drive the most

engagement? Available for Google

products only

Google+ Ripples – who is sharing your

content? They are your brand angels.

2 Freebies

POWERFUL GOOGLE ANALYTICS DASHBOARDS

BRAND MONITORING

http://kooz.ai/brand-monitoring-dash

BRAND ENGAGEMENT

http://kooz.ai/brand-engagement-dash

BRAND PROTECTION

TRADEMARK YOUR BRAND

Engage a Specialist

Understand the

Classes &

Locations

Become Familiar

with the IPODon’t forget the renewal

Trademarking should be a priority for all brands

LET’S GET SOCIAL

Create new profiles

Update existing

profiles

Monitor for any

new platforms

Claim your social media profiles before someone else does

DOMAINS ARE FAMILY

Stop cybersquatters - register your domain variations

Relevant TLDs Common

Misspellings

Think about the

futureRedirect to main domain

PAGE 1DOMINATION

“Customers find incredible detail online, from every possible source.” ~ Dina Howell ‘Saatchi & Saatchi X’

“If consumers will do research online for houses and health care, they’ll also do it for band-aids and ballpoint pens.” ~ Jim Lecinski ‘Zero Moment of Truth’

Research Website Researc

h

BrandResearchBuy

WHY IS THIS IMPORTANT?

THE SEARCHES

Brand Name

+ Reviews+ Scam

+ Vouchers+ News

@Koozai_Sam

WHATRANKS?

Your Brand

Your Competitors

Positive Listings

Benchmark

TOP RANKING SITES1 - Domains

2 - Wikipedia3 - News

4 - Financials5 - Customers

6 – Social Profiles7 - Niche Sites

8 - Vouchers9 - Industry

10 - Videos

BUILD RELEVANCE

Your Website

Extra Domain

Wikipedia

Press Release

Social Profiles

Google+

YouTube Facebook

Twitter

Google+

YouTube

Infographic

Your Blog

Guest Blog

Your Blog

News

News

News

INSUMMARY

Take Control

Understand

Mentions

Protect Your Brand

Be Seen in a

Positive Light

MORE TIPS

FREEWhitepaperKoozai.com

IMAGE CREDITS4 - http://en.fotolia.com/id/32548809

5 - http://en.fotolia.com/id/32548809

10 - http://www.imdb.com/media/rm701930752/tt0390521

12 - http://practicalramblings.wordpress.com/2008/01/31/target-needs-to-jump-on-the-social-media-bandwagon/ Bennett Williamson

15 - http://www.airport-parking.tv/baggage_allowance_BA.htm

22 - http://en.fotolia.com/id/6259932

47 - http://www.erc.org.au/ERBEI/?p=1620

49 - http://eatoutmagazine.co.uk/kfc-becomes-first-quick-service-restaurant-offer-honours-degree-course

52 - Todd Barnard (http://www.flickr.com/photos/ronin691/5790934897/)

53 - www.datadial.net/blog/index.php/2009/02/25/ryanair-is-their-attitude-to-online-pr-part-of-a-bigger-reputation-problem

START MANAGING YOUR REPUTATION!

@Koozai_Sam

[email protected] 453 1234