online reputation management in social media for travis wright
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Online Reputation Management
Chris Kovac of Nicholson Kovac
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Start with the Basics• Social Media Policy• Best Practices– Establish “ground rules”
• Education– L&L, Webinars
• Who Manages?– PR– Marketing– Web/IT– HR
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Social Media Profiles• Reserve your profiles (even
if you don’t plan to use…)– Twitter, Facebook– YouTube – Flickr
• “Point” to website– Search-friendly (SEO)
• Company/brands– Prevent Brand “Hijacks”
• Issues
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Social Media = Real-time Focus Group
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Social Media Monitoring• Brands• Competitive Landscape• Marketplace Issues• Identify Key Influencers
(KOLs)• Social Media Channels• Alerts
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Free Monitoring Tools• Google Alerts• Social Mention.com
– Multi-channel
• Topsy.com– Tweets/photos
• Trackur– Email alerts
• Kurrently– Twitter/Facebook
• MonitorThis.com– Multi-channel
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Paid Monitoring Tools• As low as $100/mo to
monitor a company or brand– Facilitates engagement– Crisis management
• Out-of-box vs. Enterprise– PRNewswire
• Social Media Metrics
– Nielsen BuzzMetrics– SocialRadar by Infegy
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Resources & Training
• Start with savvy volunteers – Small committed team– Multi-discipline
• PR, MTKG, HR, etc– On-call (be ready!)
• Crisis management plan– 6:30pm on a Friday
• Respond via channel (Twitter, YouTube, etc)– Domino’s (pizza) mistake
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Build “Message Map”
• Audience segmentation– Audiences need slightly different
messages– Staff, media, customers
• Message development– Blueprint– Objective– Measureable
• Role-playing different scenarios
• Measure & analyze– Monitor sentiment
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Use Technology to Manage!• Tweetdeck• CoTweet• HootSuite• More…
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Shameless Self-Pub• Integrated Marketing
Communications (agency)– Full service
• Located in Kansas City, MO• 45/55 B2C vs. B2B• Past B2B Agency of Year (2x)• Strategic-driven creative• Integration• Blog
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Let’s Connect!• ChrisKovac.com• NicholsonKovac.com• @chriskovac (twitter)• [email protected]• http://www.linkedin.com/in/
chriskovac
• MoblieLocalSocial.com