GenYSocial - how to build and manage your online reputation [for London College of Fashion]

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On 4th December 2013, I presented these slides to the MA Students of 2014 (#LCFMA14) at London College of Fashion. We discussed how to build and manage your online reputation, why it's important and …

On 4th December 2013, I presented these slides to the MA Students of 2014 (#LCFMA14) at London College of Fashion. We discussed how to build and manage your online reputation, why it's important and gave an action plan.

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  • http://www.flickr.com/photos/39836787@N06/11018326425/in/photolist-hMDNzg-8Mx4AQ-8BWXjs-dxUDa9-aCNgLN-efKe2j-8jcv2r-8t68zA-8wA7xt-br5er5-8FPi3p-8mdVBz-coi8Rb-dRuPsd-8GkrKL-8z6Tzi-btbGBs-aEPD5e-afvsnQ-8dHQNv-bG6t4g-9ZFGin-86Vb92-dScoAP-dKMWqm-dWUGpb-8BWCu4-9tAP3S-9iaT3R-fcfbQj-7P3Wu7-gwuTzF-7HT3a3-e36Bt6-7HP6kF-7HT2A1-7HNZDp-7HP4Bv-7HP4w6-7HT3wE-7HPajT-7HP4mP-7HSXS7-7HP59F-7HP7BX-7HT5H5-7HT2K5-7HT3fC-7HT6od-7HT4yh-7HT5Vo
  • Mannequin: http://www.flickr.com/photos/9290458@N07/3336803192/in/photolist-65RZkw-671rmA-69i2dB-69vrqy-6bemRs-6diYSW-6hAthU-6ico1P-6ngmsA-6sF63p-6tcMQZ-6tgW3s-6tgWrh-6zsUne-6E97jp-6EzPFQ-6ER9BV-6JiuSc-6N36cj-6N4enM-74XBiy-79eJaF-79jZGS-79kk72-e5YnaZ-8K3rQg-9z4NfS-9z4NbC-9z1LKH-9z4Ndu-9z1M2e-93phB2-aA7Fyh-e64ZFW-e6554q-e64Y15-e653xC-e64Xow-e654dd-e5Ynz2-e6527J-e652KG-e654Cs-e64Wms-e6563y-e5YhTg-e5YsFD-e5Ypa4-e5YiRT-e64YZf-e657b7Photographer: http://www.flickr.com/photos/drsnitch/342739704/in/photolist-whCzf-wvnix-wTMtU-y59iN-yt7WR-Ajy21-AGWNS-DNwCc-DYgZ4-DYhxk-Eto9G-EYJjs-H5hWq-JEjfe-LihcP-PbEJJ-2s4XPg-2yHKbA-2PJG81-31g3YR-3bhhFe-3mdTe8-3AN3Q1-3GGMG5-3Px5Wa-3QowUN-4bk9S2-4bor8P-4cFpjq-4fV2Wn-4fZ1Uy-4k1NBj-4ooqGc-4oBiUT-4pQDVU-4pSiwA-4rQSL1-4sp4mN-4taiGt-4txz77-4vuaxT-4weZcT-4xLKs5-4BcHhG-4CKQr5-4HmJur-4HZpMJ-4KSNaY-4SdPVa-4Si28J-4XQwtv/
  • http://www.flickr.com/photos/69660737@N07/10157876285/
  • http://www.netbase.com/press-release/netbase-retail-report-the-buying-influence-of-social-channels-in-fashion-twitter-not-as-influential-as-blogs-among-fashionable-female-consumers/

Transcript

  • 1. how to build and manage your online reputation @JamesTFletcher Co-Founder GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 2. @GenYSocial / @JamesTFletcher Co-founder of GenYSocial. Commercial & Marketing Director of CDN.net. Holder of DipCAM GenY’ Tip: (Digital Marketing) from CIM. Regular Speaker on tech, social and marketing automation. Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 3. what is an online reputation? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 4. your online reputation is made of • • • • • • Press Releases Websites Social Media Images Articles Blogs GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 5. we do believe what we read 92% of consumers trust opinions posted online by other consumers (WPR.org 2013) – 70% trust unknown users – 27% trust experts – 14% trust advertising – 8% trust celebrities GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 6. Source: saleforce 2012 94% are more willing to spread the bad experience not the good one GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 7. why does it matter? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 8. you don’t know what they’re saying GenY’ Tip: leaving bad reviews, content will haunt your brand for a long time. Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 9. maybe your work is being copied? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 10. or an employer is checking you out GenY’ Tip: around 40% of companies check social media before hiring in the UK. Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 11. time to assess your current online reputation GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 12. know what’s out there ‘me on the web’ in google dashboard or use socialmention.com GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 13. home made reputation assessment create a spreadsheet… – search • • • • full names company names brands keywords – add anything negative (or positive) – check out pages 1-3 – don’t forget images! – have an action for each! Search URL Content Action Full Name linkedin.com/johnsmith online cv change Full Name twitter.com/me/status… drunk pic delete Full Name facebook.com/rugbypics wasted pic untag Company company.com/project/124 best proj promote Brand awesome.com/shoedesign my article promote Keyword designs.com/shoes/jsmith rant post counter GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 14. what is considered positive? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 15. what is considered negative? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 16. got you worried? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 17. developing your online reputation strategy GenY’ Tip: Social Media Management & Events 17
  • 18. what are you trying to achieve? GenY’ Tip: Social Media Management & Events 18
  • 19. I want a job… GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 20. I’m starting a company… GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 21. follow that with… how do you want to be perceived? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 22. that night you got too drunk… • pic • what happened in vegas won’t say in vegas anymore. GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 23. or the ideal candidate GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 24. so what do you do with this list? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 25. get content removed - contact site owners - or use google legal help - ask to be untagged - delete it if it’s yours GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 26. create new content to ‘push down’ the negative online reputation GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 27. the positive online reputation toolbox GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 28. get a website for you / your brand GenY’ Tip: OPTIMISE, OPTIMIZE, OPTIMISE, OPTIMIZE! Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 29. create a blog & write relevant posts GenY’ Tip: post daily if you can, and a range of content – words, pictures, video Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 30. create & share press releases GenY’ Tip: distribute via blog, social media, prweb.com etc. Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 31. write for others about your passion GenY’ Tip: contact smaller blogs if you have no credentials, and built it up! Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 32. have a presence on social GenY’ Tip: always complete your profiles in full, it’s good practice! Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 33. but what social channels, and why… and what content… GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 34. Source: Netbase facebook inspires fashion decisions GenY’ Tip: 72% of social shoppers & 56% of fashionistas use fb for trends/fashion Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 35. Source: Netbase blogs & message boards GenY’ Tip: 62% fashionistas & 64% social shoppers consult before buying Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 36. Source: Netbase pinterest influences 27% buyers GenY’ Tip: approx half fashionistas and social shoppers look for inspiration Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 37. Source: Netbase instagram most inspiring platform GenY’ Tip: inspires decisions for 42% women aged 18-29 Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 38. Source: Netbase twitter isn’t a major influencer GenY’ Tip: 75% of social shoppers, and 66% fashionistas have profiles. Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 39. linkedin is the online cv & job site GenY’ Tip: kanye west advertised for the VP of production for his clothing line Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 40. before you post always think back to your strategy… what do you want to achieve? how do you want to be perceived? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 41. utilise lcf’s social reach follow @lcflondon and @lcfpressoffice like lcf on facebook too! GenY’ Tip: lcf has 15k followers, and 20.5k likes – mention and share successes! Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 42. to-do list for right now • • • • • • monitor constantly with free tools clean up your public posts blend strategy with creativity to stand out choose platforms which work for you take advantage of lcf enjoy sharing your work and passions GenY’ Tip: if you have a question tweet @GenYSocial and we’ll help :) Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 43. infographics to maximise social • facebook – privacy & security tips: http://bit.ly/1c3Tonf – tips for pages: http://bit.ly/1eBBIST – page engagement: http://bit.ly/19aWXqK • twitter – use http://bit.ly to shorten links – jargon helper: http://mashable.com/2013/07/19/twitter-lingo-guide • instagram – pixel perfect: http://bit.ly/ImWB9V • perfect social media posts: http://bit.ly/18eaeih GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
  • 44. so what are you waiting for? questions? GenY’ Tip: what did y’ think? tweet me @JamesTFletcher or @GenYSocial Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial