“ This Business Sucks!” Enhancing your business reputation online
Seismic Shifts In Media Consumption <ul><li>How people get their news: </li></ul><ul><li>U25: 34% no news on a typical day...
More Selections In The News Buffet Line <ul><li>1994   2008 </li></ul><ul><li>Newspaper 58% 34% </li></ul><ul><li>Cable Ne...
The Impact <ul><li>“ Control” over news and information has been lost </li></ul><ul><li>Audiences fractured </li></ul><ul>...
<ul><li>“ Control is now being released into the hands of citizen marketers and – I heard the term the other day – digital...
“Took advantage of me and grossly…
“…mediocre lunch at Onyx Fusion…
What’s A Brand (Or Business) To Do? <ul><li>Say, you are Sprint, and this guy is complaining about you… </li></ul>
You Tweet Right Back!
Slamming askmydog.com… <ul><li>“ ...in my experience doing marketing consulting, branding, and logo and Web design, you wa...
Forum Example <ul><li>18955. Thank you PeoplesBank  </li></ul><ul><li>by  CopyCat33 , 2/18/09 17:33 ET  I think we always ...
Where Digital Natives Are Beating Their Drums <ul><li>60.4 million U.S. users </li></ul><ul><li>Over 50% are age 35+ </li>...
Twitter <ul><li>Over 3 million Tweets per day </li></ul><ul><li>6 million unique vistors a month </li></ul><ul><li>55 mill...
YouTube <ul><li>14.3 billion online videos viewed December 2008 </li></ul><ul><li>YouTube share 40% or 5.9 billion </li></...
And More… <ul><li>Blogs </li></ul><ul><li>Yelp </li></ul><ul><li>Google Maps  </li></ul><ul><li>Find The “Comments” </li><...
What Can A Small Business Do?  GET IN THE GAME! <ul><li>Lurk  – search and observe </li></ul><ul><li>Listen  – to the conv...
Major Brands That Are Listening
Free Social Networking Tools For Small Businesses  <ul><li>LinkedIn – Personal Profiles and Company Pages </li></ul><ul><l...
LinkedIn Profiles
LinkedIn Company Pages
Facebook Fan Page
 
Small Business On Twitter
 
Google Yourself And Claim & Correct Content
Using Keywords And Mirrored Content <ul><li>Keywords:  </li></ul><ul><li>Words that  people  will  search  for that are di...
Google Alerts <ul><li>From:  Google Alerts  [mailto:googlealerts-noreply@google.com] </li></ul><ul><li>Sent:  Wednesday, M...
Google Alerts <ul><li>Visit the  Google Alerts home page .  </li></ul>
<ul><li>2) Enter your search and the type of alert you'd like (News, Web, Video etc.). </li></ul><ul><li>3) How often you'...
<ul><li>Google will send you a confirmation email; clicking the link in the email will activate your Alert. You can create...
Google Maps – Driving Directions, Branding Opportunity, Or Social Media Site?
Google Maps Can Drive Customers, Brand, And Content
Google Maps Example Cont.
Google Maps <ul><li>Millions search every day </li></ul><ul><li>Free </li></ul><ul><li>Update listing at anytime </li></ul...
Google Maps Cont. <ul><li>Create a Google account </li></ul><ul><li>Search for your  listing(s ) </li></ul><ul><li>Claim i...
Google Maps Cont.
Google Maps Cont.
Google Maps Cont.
Google Maps Cont.
Google Maps Cont.
Conclusions <ul><li>The media landscape has changed </li></ul><ul><li>The marketplace has shifted to the internet </li></u...
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Online Reputation Management- By John Garvey

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  • Objective: using Groundswell as a backdrop – I would like to propose to you that there is a gap in our understanding of social media Specifically, I would like to begin a discussion, at least highlight some trends – regarding what has happened/is happening online in regarding social media and how businesses can manage their reputation But – I am also going to narrow my focus – while Groundswell focuses on some smaller companies like Blend Tech (“will it blend”) – there is a bias I think toward international brands….$100k plus expenditures on sample communities for example and, I think a bias against what I think is important – a healthy marketing mix. So, the gap I see right now, is in understanding social media’s impact on small business – everybody else in my view and there are millions of us. To do that – by way of warm up for me and context for you – I would like to start with some common ground – when I was you.
  • Online Reputation Management- By John Garvey

    1. 1. “ This Business Sucks!” Enhancing your business reputation online
    2. 2. Seismic Shifts In Media Consumption <ul><li>How people get their news: </li></ul><ul><li>U25: 34% no news on a typical day (up 25% from 1998) </li></ul><ul><li>51% of Americans are “news grazers” </li></ul><ul><li>15% of Americans have “smart phones” and 37% get their news from them </li></ul><ul><li>Pew Research Center </li></ul>
    3. 3. More Selections In The News Buffet Line <ul><li>1994 2008 </li></ul><ul><li>Newspaper 58% 34% </li></ul><ul><li>Cable News NA 39% </li></ul><ul><li>Local TV News 77% 52% </li></ul><ul><li>Network News 60% 52% </li></ul><ul><li>Online News NA 37% </li></ul><ul><li>(3 or more days per week) </li></ul><ul><li>Pew Research Center </li></ul>
    4. 4. The Impact <ul><li>“ Control” over news and information has been lost </li></ul><ul><li>Audiences fractured </li></ul><ul><li>“ Nobody knows what business model, if any, can sustain serious journalism in today’s economic landscape.” </li></ul><ul><li>James Warren “When No News Is Bad News” The Atlantic, 1/21/09 </li></ul>
    5. 5. <ul><li>“ Control is now being released into the hands of citizen marketers and – I heard the term the other day – digital natives.” </li></ul><ul><li>Brian C. Kenny, Chief Marketing and Communications Officer for Harvard Business School (Boston Globe 2/16/09) </li></ul>
    6. 6. “Took advantage of me and grossly…
    7. 7. “…mediocre lunch at Onyx Fusion…
    8. 8. What’s A Brand (Or Business) To Do? <ul><li>Say, you are Sprint, and this guy is complaining about you… </li></ul>
    9. 9. You Tweet Right Back!
    10. 10. Slamming askmydog.com… <ul><li>“ ...in my experience doing marketing consulting, branding, and logo and Web design, you want to pick an address that is fairly logical if possible, and not one that later becomes a joke.” </li></ul><ul><li>Blogger Heather Brandon after GCAI was awarded Springfield Housing Authority PR Contract Through Competitive Bid Process. </li></ul>
    11. 11. Forum Example <ul><li>18955. Thank you PeoplesBank </li></ul><ul><li>by CopyCat33 , 2/18/09 17:33 ET I think we always hear about the terrible service we receive at the companies we deal with on a day to day basis. What we do not hear enough is when we get treated nice. So I thought to write this line in masslive.com. This past Saturday I went to the PeoplesBank branch… </li></ul>
    12. 12. Where Digital Natives Are Beating Their Drums <ul><li>60.4 million U.S. users </li></ul><ul><li>Over 50% are age 35+ </li></ul><ul><li>Biggest U.S. age demographic 35-44 </li></ul><ul><li>Fastest-growing demogaphic 55+ </li></ul><ul><li>(Advertising Age 2/23/09) </li></ul>
    13. 13. Twitter <ul><li>Over 3 million Tweets per day </li></ul><ul><li>6 million unique vistors a month </li></ul><ul><li>55 million visits 1/08-1/09 </li></ul><ul><li>25+ million since November 2008 </li></ul><ul><li>(Pistachio Consulting) </li></ul>
    14. 14. YouTube <ul><li>14.3 billion online videos viewed December 2008 </li></ul><ul><li>YouTube share 40% or 5.9 billion </li></ul><ul><li>(comscore) </li></ul>
    15. 15. And More… <ul><li>Blogs </li></ul><ul><li>Yelp </li></ul><ul><li>Google Maps </li></ul><ul><li>Find The “Comments” </li></ul>
    16. 16. What Can A Small Business Do? GET IN THE GAME! <ul><li>Lurk – search and observe </li></ul><ul><li>Listen – to the conversation, set up alerts </li></ul><ul><li>Learn – how to work with a few social media sites well </li></ul><ul><li>Engage – contribute, connect, correct </li></ul>
    17. 17. Major Brands That Are Listening
    18. 18. Free Social Networking Tools For Small Businesses <ul><li>LinkedIn – Personal Profiles and Company Pages </li></ul><ul><li>Facebook - Fan Page </li></ul><ul><li>Twitter </li></ul><ul><li>Google Maps </li></ul><ul><li>Google Alerts </li></ul>
    19. 19. LinkedIn Profiles
    20. 20. LinkedIn Company Pages
    21. 21. Facebook Fan Page
    22. 23. Small Business On Twitter
    23. 25. Google Yourself And Claim & Correct Content
    24. 26. Using Keywords And Mirrored Content <ul><li>Keywords: </li></ul><ul><li>Words that people will search for that are directly related to your business. </li></ul><ul><li>Concentrate on using about five words and attempt to use them in all postings about your company. </li></ul><ul><li>Mirrored Content: </li></ul><ul><li>Post the same short description of company on every social networking site you create. </li></ul><ul><li>If you have a website, it also should be posted there – preferably on the home page. </li></ul>
    25. 27. Google Alerts <ul><li>From: Google Alerts [mailto:googlealerts-noreply@google.com] </li></ul><ul><li>Sent: Wednesday, May 27, 2009 2:01 AM </li></ul><ul><li>To: [email_address] </li></ul><ul><li>Subject: Google Alert - &quot;john garvey&quot; </li></ul><ul><li>Google News Alert for: &quot;john garvey&quot; </li></ul><ul><li>Social Media Seminar Will Show How to Tap Online Tools </li></ul><ul><li>Business West - Springfield, MA, USA </li></ul><ul><li>Enhancing your Business Reputation Online,” led by John Garvey , president of Garvey Communications Associates; “Facebook for Business,” led by Lewis; ...  This as-it-happens Google Alert is brought to you by Google. </li></ul>
    26. 28. Google Alerts <ul><li>Visit the Google Alerts home page . </li></ul>
    27. 29. <ul><li>2) Enter your search and the type of alert you'd like (News, Web, Video etc.). </li></ul><ul><li>3) How often you'd like Google to check for results and your email address. </li></ul><ul><li>4) When you're done, click the 'Create Alert' button. </li></ul>
    28. 30. <ul><li>Google will send you a confirmation email; clicking the link in the email will activate your Alert. You can create and confirm your Alert in one visit on your &quot;Manage Yours Alerts&quot; page. To access this page, you'll need to sign in to your Google Account. If you don't yet have an account, please visit the Google Accounts home page to create one. </li></ul>
    29. 31. Google Maps – Driving Directions, Branding Opportunity, Or Social Media Site?
    30. 32. Google Maps Can Drive Customers, Brand, And Content
    31. 33. Google Maps Example Cont.
    32. 34. Google Maps <ul><li>Millions search every day </li></ul><ul><li>Free </li></ul><ul><li>Update listing at anytime </li></ul><ul><li>Manage multiple locations from one account </li></ul>
    33. 35. Google Maps Cont. <ul><li>Create a Google account </li></ul><ul><li>Search for your listing(s ) </li></ul><ul><li>Claim it </li></ul><ul><li>Make edits </li></ul><ul><li>Verify ownership </li></ul>
    34. 36. Google Maps Cont.
    35. 37. Google Maps Cont.
    36. 38. Google Maps Cont.
    37. 39. Google Maps Cont.
    38. 40. Google Maps Cont.
    39. 41. Conclusions <ul><li>The media landscape has changed </li></ul><ul><li>The marketplace has shifted to the internet </li></ul><ul><li>Small businesses can directly engage customers </li></ul><ul><li>Use the give to get model for content </li></ul>
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