online reputation management using social media | wendy soucie consulting
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Wendy Soucie , social media strategist (www.wendysoucie.com) presented Managing your online reputation at the March 2011 Business Womens Expo held in Madison WI.TRANSCRIPT
Managing Your Online Reputation
Business Women’s Expo March 1, 2011 Madison, WI
25 years + experience B2B & B2C Experience – non profit, professional services, manufacturing,
engineering, architecture, accounting, IT consulting service firms. Unique focus - complex products, building social business relationshipsBased in the Midwest with national reach.
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"If you want to protect your company's image, you need to rethink your reputation management and acknowledge that you have considerably less control over your corporate messages than you had a few years ago."- Leslie Gaines-Ross, Chief Reputation Strategist at Weber Shandwick
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More ways to connect to each other
Source: HubSpot
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Recognize that people are talking before its too late
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Build a Social Media Business StrategyGoal
16,000 ft
Strategy
Tools
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Goals for your brand?
• Build professional network• Create buzz• Thought leadership• Grow revenue• Awareness
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Know your goal, build a strategy
Listen & respondPut human face on businessEntertainTell your storiesCreate community of evangelistsCollect ideas and customer inputDrive targeted and qualified traffic
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8http://bit.ly/hmCudD How to Leverage Social Media Optimization
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Social Media Branding Tactics
• Create a homebase• Create passports on other networks • Build outposts• Be a content creator• Be an active commenter • Find and nurture your community • Face to face still matters• Promotion - yourself and others
Source: adapted from Chris Brogan
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Online Reputation Management
Listen to what people say
Talk to people like they are people
Engage people by building relationships
Measure what is being said
“Establish prominence for yourself because it makes you a little more valuable.”- Scott Monty, Ford Motor Company
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Define Monitoring Process
Bottom up approach– Public data– Keyword /phrase search– Known information– Reporting tools
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Time for some vanity searches - setup alerts1. Company name2. Company url3. Products4. Public facing employees5. Competing products6. Add Descriptions
name + sucksname +badname + rocksCompany product + reviewCompany + ripoffCompany + complain
Listen to what people are talking about?
Listen to what people say
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Free Listening ToolsTechnorati SearchCompete.comSearch.Twitter.comTrendrrAddictomaticSocalmentionXeesmTweetalarmTweetbeeb
Google AlertsGoogle ReaderGoogle AnalyticsGoogle Keyword
List of 26 tools http://www.socialmediatoday.com/SMC/155299http://www.dreamgrow.com/46-free-social-media-monitoring-tools/
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Understand your audience
TechnographicsDemographicsInfluencers
Talk to people like they are people
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Understand Your Audience
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Identify Influencers
Blogs
Yahoo, Delicious,
other niche sites
YouTube
http://www.wendysoucie.com/social-media/citrixwebex-social-media-assessment-by-social-media-academy-alumni/
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NetworkContributeParticipation
• Track so you can begin to measure ROI and social capital value
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Engage
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Engage people by building relationships
http://socialmedia-academy.com
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Source: Beth Kantar
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Time
Listening ParticipationGenerate Buzz Share ContentSocial Networking Community building
Time, tools and tactics
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Tool HierarchyMicro
Blogging
Social Networks
Social Bookmarking
Social Directory Search
RSS Feeds
Blogging /Content Generation
John Jantsch, Duct Tape Marketing, Microsoft Live Office
Easier adoption for SMB
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• Webfluenz• Lithium• Radian6• Xeesm• Alterian• Trackur• GuestPulse
Measure what is being said
Measure Success
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Tools for Tracking
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What does success look like? Reach • Traffic• Interaction • Trust
Action and insight• Sales • Customer engagement• Customer satisfaction and
loyalty
Engagement and Influence•Sharing and evangelism
•Commenter authority and influence
•Retention – connections, clients, etc
•Favorites, Friends, Fans, Connections
Source: Econsultancy – Chris Lake, Tactica and Digital Resource Group, Measuring the influence of social media
At the end of the day – it needs to make money for the company
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But what about me?
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Short-term strategy
SEO and Social MediaMake brand optimization a processOptimize all digital assetsOptimize across all departmentsDon’t underestimate local search
directories
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105 4/09 30,500 02/11
Website
TwitterDirectory
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Places to start making a reputationwww.knowem.comwww.namecheck.comwww.usernamecheck.com
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Top Tips for Personal Reputation Management 1. Buy domain names - names you are protecting2. Build websites - SEO for pages you create3. Consider blogging - make it fit for you strategy4. Add subdomains - site within site5. Use social networks - social media optimization6. Post pictures to Flickr - tag and describe7. Register your name /brand everywhere8. Use personal branding sites - complete them9. Avoid video sites unless using as marketing tool or networking platform10. Already in trouble? Consider hiring a focused reputation management company
Source: John Dozier - Google Bomb
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For social networking sitesThe profile is more than your picture
and nameConsistency of brand message Evolves over time with your networkTime is of essenceClaim same profile name in all places
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Key attributes of any profile
Image Look and feel Link back to key sites – website, blog,
social media link (www.xeesm.com)
Marketing Focused – use keywords to attract
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Consistent message
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Why is network size important?Network - size matters, you must growContribute – thru questions, blog posts, events, knowledge shareParticipation – thru feedback, comments, views, downloads, bookmarking or other consumption
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When things go wrong
24 hours is an eternity online34Monday, March 7, 2011
If you find a negative situation:Research – what is the truth?Not true, provide the facts and ask for
correctionsYes true, then offer to discuss offlineBe ready to respond with your own blogBe honest, be transparent and LISTENRespond with a timely thoughtful
response
When things go wrong
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Summary• Clarify – How are you going to achieve an
objective?• Build social – What element of plan extends
into social and brand?• Learn from others – Is it tailored to your
situation?• Be realistic – What resources do you have?• Get training – Do you know how to apply
the tools?• Define success
Business• Clarify
Brand• Extend
Marketing• Tools
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We provide: Technical Product ExpertiseManufacturing experienceSocial media assessmentsMarketing best practicesThought leadership strategiesSocial media building blocksTraining on tools and strategyImplementation help and coaching
Network . Contribute . ParticipateSocial web links: http://xeesm.com/wendysoucie
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Strategic Alliances• Wendy Soucie Consulting • End Result Marketing
• Nurture marketing, research, social media
• Social Media Academy • Certified Social Media Consultant• Founding Gold Member and Alumni• Black Diamond Consultant• Social Media Academy Faculty 2011
• Xeesm – Social CRM – Business Partner – Wisconsin
• Photo credits Istock Photo• AdzZoo Local Search Marketing• Integrated Alliances Certified
LinkedIn Trainer
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