Managing Your Online Reputation<br />Neal Linkon<br />Assistant Director, Internet Marketing<br />Northwestern Mutual<br />
Listen and learn<br />Listen, learn and participate<br />Wander over to the cooler and get drunk alone<br />There’s a Conv...
So, What Would You Do?<br />
Started with Cell Phone Video<br />
Motrin Moms<br />“We feel your pain.”<br />
“…we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they w...
United Breaks Guitars<br />
Can You Guess What “The Pony” Is?<br />
Monitor Yourself<br />
What’s Deleted Still Exists<br />***ing<br />
Hackers exploited a vulnerability in Amazon.com, causing all books by gay, lesbian, bisexual and transgender authors to di...
What If BA Wasn’t Listening?<br />
Nobody is Listening Too Often<br />Deloitte study, Sept. 2010<br />
Track/monitor: Have a system for listening to what people are saying<br />Evaluate/interpret: Decide what, if anything, to...
Google Alerts (google.com/alerts)<br />Yahoo Alerts (alerts.yahoo.com)<br />TweetBeep<br />Social Mention<br />BlogPulse<b...
Not fostering a community<br />Astroturfing<br />Trying to respond to every criticism<br />Treating all feedback the same<...
Your Community Will Come to Your Rescue<br />
Not fostering a community<br />Astroturfing<br />Trying to respond to every criticism<br />Treating all feedback the same<...
Don’t Overreact<br />
Not fostering a community<br />Astroturfing<br />Trying to respond to every criticism<br />Treating all feedback the same<...
Respond Positively<br />
Good Response Earns Good Response<br />
Behave like a good guest<br />Best policy I’ve ever seen:<br />Respect & Trust is Earned<br />Don’t be stupid!<br />
Questions, Comments?<br />Neal Linkon<br />neal8387@hotmail.com<br />
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Managing Online Reputation - Neal Linkon

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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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Managing Online Reputation - Neal Linkon

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