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Managing Your Brand's Reputation Online

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Your brand is under threat from customers, competitors and hackers, who can easily damage your reputation. In this presentation we examine how this damage can occur and what you can do to protect and …

Your brand is under threat from customers, competitors and hackers, who can easily damage your reputation. In this presentation we examine how this damage can occur and what you can do to protect and manage your reputation.

For more on this topic visit http://www.koozai.com/brand/

More in: Business , Technology
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  • Image credit - http://www.imdb.com/media/rm701930752/tt0390521
  • Image credit http://practicalramblings.wordpress.com/2008/01/31/target-needs-to-jump-on-the-social-media-bandwagon/ Bennett Williamson
  • Image credit - http://www.airport-parking.tv/baggage_allowance_BA.htm
  • Image credit: Todd Barnard (http://www.flickr.com/photos/ronin691/5790934897/)
  • Image source: http://www.datadial.net/blog/index.php/2009/02/25/ryanair-is-their-attitude-to-online-pr-part-of-a-bigger-reputation-problem/

Transcript

  • 1. MANAGING YOUR BRAND‟SREPUTATION ONLINEON THE EDGE BRISTOL – 2012Samantha Noble (@Koozai_Sam)
  • 2. WHAT IS A “It is not whatBRAND? you say it is” “It is what they say it is” (Source: The Brand Gap)
  • 3. REPUTATIONMANAGEMENT
  • 4. MY HOLIDAY EXPERIENCECompleted OnlineComplaints Form; Waited 5 MoreWaited 10 Days for Days; No Response a ResponseSent a Tweet to BA; Sent a 2nd Tweet;Waited 10 Minutes Response in 10 for a Response Minutes
  • 5. Social MediaCARE TelephoneABOUT ALL EmailsCHANNELS Website Letter In Person Forums Blogs
  • 6. THE NEGATIVEUncover and Respond to allmentions (online & offline) 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
  • 7. THE POSITIVE Acknowledge & reward positive feedback Keep a record of your brand angels Respond to any questions they have Dedicate time and resources tonetwork & engage with your fans
  • 8. BRANDMONITORING
  • 9. WHAT ISBRAND MONITORING? Negative Positive Competitors Comments Comments Content Trademark Counterfeit Drivers Infringement Sites
  • 10. BRAND NAMESDifficultEasier
  • 11. PHRASES TO MONITOR
  • 12. SITES TO MONITOR Reviews Forums Articles Personal Photos Blogs Industry Related Competitors BlogsSocial Your VideosMedia Site
  • 13. THIS TAKES TIME
  • 14. PAIDTOOLS
  • 15. FREETOOLS
  • 16. Gain fantastic FREE insightsinto how your brand is sharedsocially, with Google Analytics reporting
  • 17. NEGATIVE BRAND SEARCHES
  • 18. BRAND TERMTRAFFIC ALERTS
  • 19. NEW SOCIAL REPORTING
  • 20. SOCIAL CONVERSATIONS
  • 21. SHARED URLS
  • 22. NETWORK INTERACTION
  • 23. 2 FreebiesPOWERFUL GOOGLEANALYTICS DASHBOARDS
  • 24. BRAND MONITORING
  • 25. BRAND ENGAGEMENT
  • 26. BRANDPROTECTION
  • 27. TRADEMARK YOUR BRAND
  • 28. LET‟S GET SOCIAL
  • 29. DOMAINS ARE FAMILY
  • 30. PAGE 1DOMINATION
  • 31. “Customers find incredible detail online, fromevery possible source.” ~ Dina Howell „Saatchi & Saatchi X‟
  • 32. “If consumers will do research online for housesand health care, they’ll also do it for band-aidsand ballpoint pens.” ~ Jim Lecinski „Zero Moment of Truth‟
  • 33. WHY IS THIS IMPORTANT? Research Website Research Buy Research Brand
  • 34. THE SEARCHES
  • 35. @Koozai_Sam
  • 36. WHATRANKS?
  • 37. TOP RANKING SITES1 - Domains 2 - Wikipedia 3 - News 4 - Financials 5 - Customers 6 – Social Profiles 7 - Niche Sites 8 - Vouchers 9 - Industry 10 - Videos
  • 38. BUILD RELEVANCEYouTube FacebookGoogle+ Extra Domain Press Release Your Blog NewsInfographic Your WebsiteGoogle+ Wikipedia Social Profiles Your Blog Twitter Guest Blog News YouTube News
  • 39. INSUMMARY
  • 40. MORE TIPS FREE Whitepaper Koozai.com
  • 41. IMAGE CREDITS4 - http://en.fotolia.com/id/325488095 - http://en.fotolia.com/id/3254880910 - http://www.imdb.com/media/rm701930752/tt039052112 - http://practicalramblings.wordpress.com/2008/01/31/target-needs-to-jump-on-the-social-media-bandwagon/ Bennett Williamson15 - http://www.airport-parking.tv/baggage_allowance_BA.htm22 - http://en.fotolia.com/id/625993247 - http://www.erc.org.au/ERBEI/?p=162049 - http://eatoutmagazine.co.uk/kfc-becomes-first-quick-service-restaurant-offer-honours-degree-course52 - Todd Barnard (http://www.flickr.com/photos/ronin691/5790934897/)53 - www.datadial.net/blog/index.php/2009/02/25/ryanair-is-their-attitude-to-online-pr-part-of-a-bigger-reputation-problem
  • 42. START MANAGING YOUR REPUTATION! @Koozai_Sam Sam.noble@koozai.com 0845 453 1234