reputation management: in a digital age

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Reputation Management: In A Digital Age

Samantha Noble

Agenda

Reputation Management

Brand Monitoring

Brand Protection

Page One Domination

Questions….

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What is a Brand?

“A brand is not what YOU

say it is”

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“It’s what THEY say it is”

“The Brand Gap” – Marty Neumeier

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Dictionary Definition

ReputationThe estimation in which a person or thing is held, especially by the community or public generally

ManagementThe act or manner of managing; handling, direction or control

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Digital Definition

ReputationThe difference between a brand that has a future and one that may struggle

ManagementUnderstanding, responding and controlling negative and positive mentions of a brand

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The BP oil spill was broadcast all over the internet and the news.

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BP responded with a dedicated section on their website explaining

how they were committed to helping the situation.

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There was uproar when the BBC broadcasted a programme about

how the employees of Primark were treated badly.

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Primark responded with a dedicated website dedicated to their ethical trading practices.

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This slide shows tweets sent to Interflora on the left and tweets

from the Interflora account on the right. You can see that during the

time period, Interflora did not respond to negative comments

British Airways… My Story

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British Airways Ruined My Holiday Experience

On my return from Mexico in April this year, I had a bad experience with British Airways. In the next slide you can see their response

time.

British Airways… The Response

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1) Completed the online complaints form

2) Waited for 10 days, no response

3) Sent a Tweet to BA, response within 10 minutes

4) Waited 5 more days, no response

5) Sent another Tweet, response in 10 minutes

6) 16 days after initial contact, finally got a reply

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Online Offline

Service Product

Deal With The Negative

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Uncover and respond to all mentions

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

Reward the Positive

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Acknowledge positive feedback

Keep a record of your brand angels

Dedicate a member of your team to ‘network’ with your followers

Respond to any questions they have

Engage with your followers

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What is Brand Monitoring?

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A strategy that allows you to track all mentions of a company name, product or service that has been added to an online resource.

Negative Comments

Positive Comments

Competitors

Content Drivers

Trademark Infringement

Counterfeit Sites

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Brand Angels Brand Devils

Your Brand

Brand Names

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Difficult

Easier

Phrases to Monitor

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Your Brand Name

Common misspellings

Abbreviations

Trademarks and/or Copyrights

Senior Management Team Names

Key products/services (if not generic words)

Your competitors

Sites to Monitor

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Your Site

Social Media

Industry Related Blogs

Personal BlogsForumsReviewArticles

Photo

Competitor

Video

This Takes Time!

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We spend over 30 hours monitoring our brand each month

Depending on your brand name, you may need to dedicate a lot more time

Brand monitoring should form part of your day-to-day job

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BrandsEye

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@Koozai_Sam

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@Koozai_Sam

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Tweet Deck

Google Alerts

HootSuite

Social Mention

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Negative Brand Searches

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bad|scam|spam|scam|negative|terrible|poor|hopeless|incompetent|unsuitable|shit

Brand Term Traffic - Alerts

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Brand Traffic Decrease Alert

Brand Traffic Increase Alert

Google Analytics Social Reports

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Social Conversations

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Shared URLs

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Social Network Interaction

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Social Visitor Flow

Google+ Ripples

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Brand Monitoring Dashboard

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1) Brand Term Visits (SEO)

2) Non Brand Term Visits (SEO)

3) Social Media Visits

4) Facebook Visits

5) Twitter Visits

6) Google+ Visits

7) Brand Term Keywords

8) Activity by Shared URL

9) Visits & Page Views by Social Network

10) Social Media Interactions by Day

11) Data Hub Activities by Social Network

Brand Monitoring Dashboard

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

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Trademarks

Social Profiles

Domains

Trademarks

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Engage a Trademark Specialist

Understand the classes and locations

Become familiar with the IPO website

Add renewal date to diary

Social Media Profiles

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Create new profiles Update existing profiles

Add more content Include your brand name Build relevance Add images Link to main site Real contact details Be consistent

Domains

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Stop cyber-squatters

Register relevant TLDs

Buy misspells of your domain

Think about the future

Redirect all variations to main domain

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Jim Lecinski

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“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’

Dina Howell

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"Customers find incredible detail online, from every possible source… "

Dina Howell – CEO - Saatchi & Saatchi X

Why It’s Important

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Types of Searches:

Brand Name

Brand Name + Reviews

Brand Name + Scam

Brand Name + News

Brand Name + Vouchers

Research

Stage

Your Website

Research

Stage

Your Website

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Brand Searches in GA

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Create Advanced Segments in Google Analytics to monitor your brand keywords

Dominate page 1 for all the popular searches

What Ranks Already?

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Analyse

Your brand

Your competitors

Positive listings

Benchmark

Pages That Rank

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1 - Domains

2 - Wikipedia

3 - News4 - Financials

5 - Customers6 – Social Profiles

7 - Niche Sites

8 - Vouchers

9 - Industry10 - Videos

Your Website

Extra Domain

Wikipedia

Press Release

Social Profiles

Google+

YouTube LinkedIn Facebook

Twitter

Facebook

YouTube

Article

Article

Guest Blog

Your Blog

Niche Link

Deep Link

Deep Link

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Build Relevance

Summary

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Take control of your reputation

Understand what is being said about you online

Protect your brand

Ensure potential customers see you in a positive light

65

@Koozai_Sam Samantha Noble

/Koozai

Sam.Noble@koozai.com

www.koozai.com/TV

@Koozai_Sam

Image Sources

Slide 3 - http://www.istockphoto.com/stock-photo-19148501-transform-your-thinking.php?st=897875c

Slide 5 & 6 - http://en.fotolia.com/id/32548809

Slide 14 - http://en.fotolia.com/id/29628353

Slide 19 - http://en.fotolia.com/id/6259932

Slide 46 - Tom Stamp

Slide 57 - Todd Barnard (http://www.flickr.com/photos/ronin691/5790934897/)

Slide 58 - http://www.datadial.net/blog/index.php/2009/02/25/ryanair-is-their-attitude-to-online-pr-part-of-a-bigger-reputation-problem/