Marketing Partner 2012 Social Media Workshop - Reputation Management

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This is a presentation given as part of a social workshop for the 2012 Marketing Partner Forum. Presented by Steven Fisher.

This is a presentation given as part of a social workshop for the 2012 Marketing Partner Forum. Presented by Steven Fisher.

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  • 1. Social Media Workshop: Reputation Management Presented by: Steven Fisher Head of Social Business, d50 Media
  • 2.  
  • 3. YOU CAN MONITOR AND SHAPE THESE CONVERSATIONS People buy from People. You have to do good work to have a good reputation, online or offline. Ongoing conversations about you and your firm happen everyday when someone needs a referral or is deciding who to hire.
  • 4.  
  • 5. SOCIAL MEDIA IS A BIG UNIVERSE AND EVERYONE IS TALKING
  • 6. Bonus round for your CFO or any C-level Boss
    • Why Care About Reputation Management?
  • 7. REPUTATION MANAGEMENT CAN HELP YOU…
    • Bring outside ideas into organization
    • Generate more word of mouth
    • Increase customer loyalty
    • Increase product/brand awareness
    • Improve new product success ratios
    • Improve public relations effectiveness
    • Reduce customer acquisition costs
    • Reduce customer support costs
    • Reduce market research costs
    • Reduce product development costs
  • 8. REPUTATION MANAGEMENT CAN HELP YOU…ANALYZE ACTIVITY
  • 9. REPUTATION MANAGEMENT CAN HELP YOU…UNDERSTAND DEMOGRAPHICS
  • 10. REPUTATION MANAGEMENT CAN HELP YOU…UNDERSTAND SENTIMENT
  • 11. REPUTATION MANAGEMENT CAN HELP YOU…IDENTIFY INFLUENCERS
  • 12. REPUTATION MANAGEMENT CAN HELP YOU…IDENTIFY TOPICS
  • 13. REPUTATION MANAGEMENT CAN HELP YOU…SHARE INTELLIGENCE
  • 14. REPUTATION MANAGEMENT PROCESS Measure
  • 15. THREE COMPONENTS OF REPUTATION MANAGEMENT
    • LISTENING
    • The conversations are happening right now and you shouldn’t ignore it.
    • You can get started quickly to begin listening and tuning as you go along.
    • ENGAGEMENT
    • By engaging in the conversation you can guide the conversation in the direction you would prefer.
    • MEASUREMENT
    • With accurate measurement, you can see how your reputation is improving your brand awareness and lead conversion.
  • 16. There are tools of every kind on the market place and they are accomplish some or rarely these four overall tasks: LISTENING: TOOLS, TOOLS, TOOLS
      • Awareness/Listening
      • Publishing/Coordination
      • Engagement
      • Measurement
    http://wiki.kenburbary.com/
      • The master list of all current Social Media Monitoring Solutions:
  • 17. If you are just getting started, here are 10 free resources you should get started with right now: LISTENING: 10 Great Free Tools to Get You Started
      • Google Alerts
      • Google Reader
      • Google+ Sparks
      • Google Blog Search
      • Tweetdeck
      • MonitorThis
      • Hootsuite
      • LinkedIn Answers
      • Technorati
      • Trackur
      • Great guide from a fellow expert on getting these tools to work for you:
    http://www.scribd.com/doc/29039169/How-to-Build-Your-Own-Social-Media-Monitoring-Service-Marshall-Sponder-Webmetricsguru-dot-com-3-31-2010-V2
  • 18. To focus your listening efforts, here are some basic things you can listen for out there: LISTENING: WHAT THINGS SHOULD I LISTEN FOR OUT THERE?
      • Company Name
      • Company URL
      • Products
      • Public Facing Employees
      • Competing Products
      • Descriptions
        • Company Name + sucks
        • Company Name + rocks
        • Company Product + review + sucks
  • 19. This is the first and best tool to get started. You configure the keywords you want and have it delivered right to your inbox. LISTENING: GOOGLE ALERTS
  • 20. This is the first and best tool to get started. You configure the keywords you want and have it delivered right to your inbox. LISTENING: GOOGLE ALERTS
  • 21. This is the first and best tool to get started. You configure the keywords you want and have it delivered right to your inbox. LISTENING: TWITTER FEEDS
  • 22. This is the first and best tool to get started. You configure the keywords you want and have it delivered right to your inbox. LISTENING: LINKEDIN ANSWERS
  • 23. There are many to names in this space like Radian6, Lithium, Alterian. LISTENING: MONITORING PLATFORMS
  • 24. Social Influence sites can provide you with valuable insight into who you influence as well as what you are known for on social media channels. LISTENING: EGOMETRICS… IT’S ALL ABOUT ME
  • 25. Google+ for Business allows you to create five different kinds of pages: ENGAGEMENT: YES, YOU SHOULD TALK TO PEOPLE
      • Choose tools that suit your needs
      • Start with a small project
      • Listen and have a strategy before engaging
      • Look for spikes in conversations and patterns
      • Identify trending topics
      • Evaluate what ’s working, drop what’s not
  • 26. MEASUREMENT: SOCIAL MEDIA HELPS YOUR BUSINESS DEVELOPMENT EFFORTS
  • 27. WHICH METRICS MATTER MOST?
  • 28. ??? MEASUREMENT: A FEW WORDS ON ROI
  • 29. MEASUREMENT: A FEW WORDS ON ROI
      • There are many metrics and they are not created equal
      • Each business must decide what is important to measure and what defines success
      • ROI can be achieved but it can take time to realize.
  • 30. REPUTATION MANAGEMENT RECAP
  • 31. Do the following with your brand: REPUTATION MANAGEMENT TIPS FOR SUCCESS Evaluate what is working, drop what is not Identify Brands and Products to Monitor Choose Tools that suit your needs Start with a small project Listen and have a strategy before engaging Identify trending topics Engage on a Daily Basis!
  • 32. Questions and Answers Steven Fisher Head of Social Business @d50media http://www.d50media.com Twitter: @stevenfisher