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Managing Online Reputation - Neal Linkon
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Managing Online Reputation - Neal Linkon

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Essentials of Online Reputation Management …

Essentials of Online Reputation Management
There’s a conversation going on about your company or clients. Do you know what is being said? Are you participating in the conversation? Today’s viral world means those conversations are open to far more people, and they grow far more quickly, than ever before. You can’t afford to ignore them. Neal Linkon, who manages interactive marketing for Northwestern Mutual, will
discuss how companies can manage their online reputation, explain how and when to join the conversation, and share case studies that show when online reputation management has been done well – and not so well.

Published in: Business, Spiritual, Technology

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  • 1. Managing Your Online Reputation
    Neal Linkon
    Assistant Director, Internet Marketing
    Northwestern Mutual
  • 2. Listen and learn
    Listen, learn and participate
    Wander over to the cooler and get drunk alone
    There’s a Conversation Going On
  • 3. So, What Would You Do?
  • 4. Started with Cell Phone Video
  • 5. Motrin Moms
    “We feel your pain.”
  • 6. “…we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted.”
    “It’s not OK for people to use altered versions of your logos, but it’s OK for you to alter the face of Indonesian rainforests? Wow!”
    Nestle’s Use of Palm Oil
  • 7. United Breaks Guitars
  • 8. Can You Guess What “The Pony” Is?
  • 9. Monitor Yourself
  • 10. What’s Deleted Still Exists
    ***ing
  • 11. Hackers exploited a vulnerability in Amazon.com, causing all books by gay, lesbian, bisexual and transgender authors to disappear
    Thousands commented on Twitter, Facebook that Amazon had made the authors unavailable deliberately
    Amazon didn’t attempt to explain the glitch for two days
    Even Amazon Falls Victim
  • 12. What If BA Wasn’t Listening?
  • 13. Nobody is Listening Too Often
    Deloitte study, Sept. 2010
  • 14. Track/monitor: Have a system for listening to what people are saying
    Evaluate/interpret: Decide what, if anything, to do about/with it
    Act/engage: Respond, reply as appropriate
    Steps to Good Reputation Management
  • 15. Google Alerts (google.com/alerts)
    Yahoo Alerts (alerts.yahoo.com)
    TweetBeep
    Social Mention
    BlogPulse
    Keotag
    Twazzup
    Free Tracking Tools
  • 16.
  • 17. Not fostering a community
    Astroturfing
    Trying to respond to every criticism
    Treating all feedback the same
    Forgetting that respect and trust is earned
    Biggest Mistakes in Managing an Online Reputation
  • 18. Your Community Will Come to Your Rescue
  • 19. Not fostering a community
    Astroturfing
    Trying to respond to every criticism
    Treating all feedback the same
    Forgetting that respect and trust is earned
    Biggest Mistakes in Managing an Online Reputation
  • 20. Don’t Overreact
  • 21. Not fostering a community
    Astroturfing
    Trying to respond to every criticism
    Treating all feedback the same
    Forgetting that respect and trust is earned
    Biggest Mistakes in Managing an Online Reputation
  • 22. Respond Positively
  • 23. Good Response Earns Good Response
  • 24. Behave like a good guest
    Best policy I’ve ever seen:
    Respect & Trust is Earned
    Don’t be stupid!
  • 25.
  • 26. Questions, Comments?
    Neal Linkon
    neal8387@hotmail.com