Brand Management 101 Mark Krupinski Community Manager

Background on Mark Community Manager for Rasmussen and doterati Social media fiend for the past 3 years Over 13 years of operations and project management in the travel and educational industries doterati interests are professional networking and education

Community Manager for Rasmussen and doterati

Social media fiend for the past 3 years

Over 13 years of operations and project management in the travel and educational industries

doterati interests are professional networking and education

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 behavior? 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 behavior?

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?

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?

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?

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

People talk about you

Listen

Have a plan and be consistent

Recommended Reading The Cluetrain Manifesto The Tipping Point socialmediatoday.com Must read blogs: KD Paine, Jeremiah Owyang, Chris Brogan, Marc Meyer

The Cluetrain Manifesto

The Tipping Point

socialmediatoday.com

Must read blogs: KD Paine, Jeremiah Owyang, Chris Brogan, Marc Meyer

THANK YOU…