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Online reputation management in social media for travis wright

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Transcript

  • 1. Online Reputation Management
    Chris Kovac of Nicholson Kovac
  • 2. Start with the Basics
    Social Media Policy
    Best Practices
    Establish “ground rules”
    Education
    L&L, Webinars
    Who Manages?
    PR
    Marketing
    Web/IT
    HR
  • 3. Social Media Profiles
    Reserve your profiles (even if you don’t plan to use…)
    Twitter, Facebook
    YouTube
    Flickr
    “Point” to website
    Search-friendly (SEO)
    Company/brands
    Prevent Brand “Hijacks”
    Issues
  • 4. Social Media = Real-time Focus Group
  • 5. Social Media Monitoring
    Brands
    Competitive Landscape
    Marketplace Issues
    Identify Key Influencers (KOLs)
    Social Media Channels
    Alerts
  • 6. Free Monitoring Tools
    Google Alerts
    Social Mention.com
    Multi-channel
    Topsy.com
    Tweets/photos
    Trackur
    Email alerts
    Kurrently
    Twitter/Facebook
    MonitorThis.com
    Multi-channel
  • 7. Paid Monitoring Tools
    As low as $100/mo to monitor a company or brand
    Facilitates engagement
    Crisis management
    Out-of-box vs. Enterprise
    PRNewswire
    Social Media Metrics
    Nielsen BuzzMetrics
    SocialRadar by Infegy
  • 8. Resources & Training
    Start with savvy volunteers
    Small committed team
    Multi-discipline
    PR, MTKG, HR, etc
    On-call (be ready!)
    Crisis management plan
    6:30pm on a Friday
    Respond via channel (Twitter, YouTube, etc)
    Domino’s (pizza) mistake
  • 9. Build “Message Map”
    Audience segmentation
    Audiences need slightly different messages
    Staff, media, customers
    Message development
    Blueprint
    Objective
    Measureable
    Role-playing different scenarios
    Measure & analyze
    Monitor sentiment
  • 10. Use Technology to Manage!
    Tweetdeck
    CoTweet
    HootSuite
    More…
  • 11. Shameless Self-Pub
    Integrated Marketing Communications (agency)
    Full service
    Located in Kansas City, MO
    45/55 B2C vs. B2B
    Past B2B Agency of Year (2x)
    Strategic-driven creative
    Integration
    Blog
  • 12. Let’s Connect!
    ChrisKovac.com
    NicholsonKovac.com
    @chriskovac (twitter)
    ckovac@nicholsonkovac.com
    http://www.linkedin.com/in/chriskovac
    MoblieLocalSocial.com