Brand Management 101… the director’s cut Mark Krupinski Community Manager

Opening Remarks What is brand management? and Why is it important?

What is

brand management?

and

Why is it

important?

3 Areas of Brand Management Focus… Your Clients Your Employees Your Company Information

Your Clients

Your Employees

Your Company Information

Your Clients 3 Types: Potential Existing "Alumni“ Identifying Questions: Who is talking about you? Where are they talking ? What are they saying?

3 Types:

Potential

Existing

"Alumni“

Identifying Questions:

Who is talking about you?

Where are they talking ?

What are they saying?

Your Employees 3 Types: Potential Existing "Alumni“ Identifying Questions: Who is talking about you? Where are they talking ? What are they saying?

3 Types:

Potential

Existing

"Alumni“

Identifying Questions:

Who is talking about you?

Where are they talking ?

What are they saying?

Your Company Information Basic Information about Your Company (e.g. LinkedIn, aggregators, etc.) “ Scraped Information” about Your Company (e.g . splogs, link farms, etc.) What does your site say?

Basic Information about Your Company (e.g. LinkedIn, aggregators, etc.)

“ Scraped Information” about Your Company (e.g . splogs, link farms, etc.)

What does your site say?

How Do You Handle Each? Set Expectations Budget Bandwidth Consistency

Set Expectations

Budget Bandwidth

Consistency

Your Clients What is acceptable and unacceptable content? Define the rules of when to respond and when not to? How do you handle positive comments as opposed to negative comments? How does the above drive reactive & proactive approaches? How often do you monitor this? What tools do you use?

What is acceptable and unacceptable content?

Define the rules of when to respond and when not to?

How do you handle positive comments as opposed to negative comments?

How does the above drive reactive & proactive approaches?

How often do you monitor this?

What tools do you use?

Definition of “unacceptable content” SPAM Anything sexual and/or vulgar in nature Defamatory information Personal attacks against the Leadership Team Hurtful threats made against the company Inappropriate links Illegal behavior encouraged Blatant copyright infringements “ Fake” names responsible for the content (e.g. “@fakesarahpalin”, etc.) Hateful statements made about gender, race or creed.

SPAM

Anything sexual and/or vulgar in nature

Defamatory information

Personal attacks against the Leadership Team

Hurtful threats made against the company

Inappropriate links

Illegal behavior encouraged

Blatant copyright infringements

“ Fake” names responsible for the content (e.g. “@fakesarahpalin”, etc.)

Hateful statements made about gender, race or creed.

Responding to unacceptable content Avoid “canned responses” Be prepared to fight Use the same ground rules for additional responses

Avoid “canned responses”

Be prepared to fight

Use the same ground rules for additional responses

How and When? Test & pick the tool that works for you Monitor every day Build it into your routine

Test & pick the tool that works for you Monitor every day

Build it into your routine

Your Employees Code of Conduct Representatives of your company Is this a proactive approach? Employees looking for a new job? How often do you monitor this? What tools do you use?

Code of Conduct

Representatives of your company

Is this a proactive approach?

Employees looking for a new job?

How often do you monitor this?

What tools do you use?

Code of Conduct Existing Resources Employee Training

Code of Conduct

Existing Resources

Employee Training

Your Company Information What is your procedure for a reactive approach to wrong information? Is there a proactive approach? If so, what is it? How often do you monitor? What tools do you use?

What is your procedure for a reactive approach to wrong information?

Is there a proactive approach? If so, what is it?

How often do you monitor?

What tools do you use?

Build a procedure Add it to your routine Be consistent

Build a procedure

Add it to your routine

Be consistent

Now What?...

Now What?...

At the Minimum…

At

the

Minimum…

Enjoy the power of "lurking"

Enjoy

the

power

of

"lurking"

Take advantage of free services

Take advantage

of

free services

Harness the Power of RSS Feeds

Harness the Power of RSS Feeds

Recommended Free Services Indeed the Google Summize Board Reader Technorati Blogpulse Omgili Yahoo Keotag Friendfeed Blinkx

Indeed

the Google

Summize

Board Reader

Technorati

Blogpulse

Omgili

Yahoo

Keotag

Friendfeed

Blinkx

Services You Pay For Radian6 Techrigy Trackur StartPR (free beta) Brands Eye ($1)

Radian6

Techrigy

Trackur

StartPR (free beta)

Brands Eye ($1)

Kick it Up a Notch… Establish your "opportunity" handling assembly line and key stakeholders Identify key search terms / phrases beyond your name Do the same for your competitors Pursue a paid search engine - but diversify Publish a report to better your business Harness in-house "Lurkers" Establish an Ambassador Program

Establish your "opportunity" handling assembly line and key stakeholders

Identify key search terms / phrases beyond your name

Do the same for your competitors

Pursue a paid search engine - but diversify

Publish a report to better your business

Harness in-house "Lurkers"

Establish an Ambassador Program

The ROI… “ Pulse” Ability to address issues raised. Avoid operational quagmires

“ Pulse”

Ability to address issues raised.

Avoid operational quagmires

Key Takeaways : People talk about you Listen Have a plan and be consistent

Key Takeaways :

People talk about you

Listen

Have a plan and be consistent

Any Questions?