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Reputation management<br />Guillaume ERETEO<br />guillaume@ereteo.net <br />twitter.com/ereteog<br />slideshare.net/ereteo...
small fact<br />
Fired on facebook<br />
big consequences<br />
breaking news!!!<br />
"Le Canard enchainé", France 14 may 2008<br />« sur 2800 tonnes d’huile apparemment irréprochable, livrées en France, 19 t...
"Le Canard enchainé", France 14 may 2008<br /><ul><li>Lesieur scammed by a supplier thatdeliveredmotoroil.</li></ul>"Saipo...
Huge consequences<br />example of snow ball<br />
a blog post echo the information and propose to boycott the brand<br />
a reaction<br /><ul><li>"thanks for sharing!"</li></ul>  "I don't trust alimentary industry anymore."<br />
Another one…<br /> "fuck these brands. let's buy something else!"<br />
spreading from one place to another one…<br />
With different ways<br />
few weeks later the brand awoke<br />"This is a big snow ball…<br />we should probably do something…"<br />
and finally join the conversation with a blog<br />
People forget but the web doesn’t!<br />this story isnow part of Lesieur's online identity<br />
One year later<br />
2007<br />
2007<br />
2007<br />
2010<br />
2010<br />
2011<br />
2011<br />
Can't we do something?<br />
1. LISTEN!!!!<br />What is said about your brand/products?<br />Who talk about your brand/products?<br />Where do they tal...
Google<br />Analyze your global identity <br />
start by the name of your brand<br />
Check titles and content<br />Check who owns the web sites<br />Check images and videos<br />Check related searches<br />
Look for related searches<br />
try negative keywords<br />
Do not forget your products<br />
Google<br />
watch important and known issues<br />
Increase your reactivity!<br />
Real time<br />
and any sites relevant to your brand<br />
which keyword do my customers use?<br />
Related searches<br />
https://adwords.google.fr/select/KeywordToolExternal<br />
2. Answer<br />
I found embarrassing content<br />What should I do?<br />
Identify important issues<br />20% of causes produce 80% of effects<br />Vilfredo Pareto<br />select before answering<br />
clearly identify yourself<br />
Avoid contradictory answers<br />(The truth generally enhance  consistency ;) )<br />
Calm down! Think before answering!<br />
3. Anticipating<br />join the conversation<br />
Leclerc: a similar case than Lesieur<br />Germs in meat and ill children<br />
But another management<br />
directly announced on CEO’s blog!<br />
no snow ball!<br />and a better online identity<br />
Social after sale services<br />
Propose a place for your customer’s complaints<br />In order to better control this conversation<br />
Find and strengthenyourcommunity<br />
How Lesieur’sfixeditsreputation?<br />
2011<br />
2011<br />Good ranking of official web sites<br />
2011<br />Wikipedia page<br />
2011<br />New brand<br />
2011<br />A blog<br />
2011<br />A blog<br />
2011<br />Healthydiet and nutrition site<br />
2011<br />Mentionned by a web site<br />
2011<br />Facebook page<br />
2011<br />news<br />
2011<br />homonyms<br />
2011<br />homonyms<br />
2011<br />But…<br />
guillaume@ereteo.net<br />twitter.com/ereteog <br />
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Social media reputation management course

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Transcript of "Social media reputation management course"

  1. 1. Reputation management<br />Guillaume ERETEO<br />guillaume@ereteo.net <br />twitter.com/ereteog<br />slideshare.net/ereteog<br />
  2. 2. small fact<br />
  3. 3. Fired on facebook<br />
  4. 4. big consequences<br />
  5. 5.
  6. 6. breaking news!!!<br />
  7. 7. "Le Canard enchainé", France 14 may 2008<br />« sur 2800 tonnes d’huile apparemment irréprochable, livrées en France, 19 tonnes auraient mieux fait d’aller graisser des rouages et des pistons que des gosiers. » <br /> motor oil mixed to Lesieur alimentary oil!<br />
  8. 8. "Le Canard enchainé", France 14 may 2008<br /><ul><li>Lesieur scammed by a supplier thatdeliveredmotoroil.</li></ul>"Saipol, la maison mère de Lesieur, […], a reçu sa cargaison d’huile frelatée fin février. Et n’y a vu que du feu." <br />Lesieur did not removecorrespondingproducts and did not informitsconsumers…<br />
  9. 9. Huge consequences<br />example of snow ball<br />
  10. 10. a blog post echo the information and propose to boycott the brand<br />
  11. 11. a reaction<br /><ul><li>"thanks for sharing!"</li></ul> "I don't trust alimentary industry anymore."<br />
  12. 12. Another one…<br /> "fuck these brands. let's buy something else!"<br />
  13. 13. spreading from one place to another one…<br />
  14. 14. With different ways<br />
  15. 15. few weeks later the brand awoke<br />"This is a big snow ball…<br />we should probably do something…"<br />
  16. 16. and finally join the conversation with a blog<br />
  17. 17. People forget but the web doesn’t!<br />this story isnow part of Lesieur's online identity<br />
  18. 18. One year later<br />
  19. 19. 2007<br />
  20. 20. 2007<br />
  21. 21. 2007<br />
  22. 22. 2010<br />
  23. 23. 2010<br />
  24. 24. 2011<br />
  25. 25. 2011<br />
  26. 26.
  27. 27.
  28. 28.
  29. 29.
  30. 30.
  31. 31.
  32. 32. Can't we do something?<br />
  33. 33.
  34. 34. 1. LISTEN!!!!<br />What is said about your brand/products?<br />Who talk about your brand/products?<br />Where do they talk about your brand/products?<br /> in short What / Who / where ;)<br />
  35. 35. Google<br />Analyze your global identity <br />
  36. 36. start by the name of your brand<br />
  37. 37. Check titles and content<br />Check who owns the web sites<br />Check images and videos<br />Check related searches<br />
  38. 38. Look for related searches<br />
  39. 39. try negative keywords<br />
  40. 40.
  41. 41.
  42. 42. Do not forget your products<br />
  43. 43. Google<br />
  44. 44.
  45. 45. watch important and known issues<br />
  46. 46.
  47. 47. Increase your reactivity!<br />
  48. 48.
  49. 49. Real time<br />
  50. 50.
  51. 51. and any sites relevant to your brand<br />
  52. 52. which keyword do my customers use?<br />
  53. 53. Related searches<br />
  54. 54. https://adwords.google.fr/select/KeywordToolExternal<br />
  55. 55. 2. Answer<br />
  56. 56. I found embarrassing content<br />What should I do?<br />
  57. 57. Identify important issues<br />20% of causes produce 80% of effects<br />Vilfredo Pareto<br />select before answering<br />
  58. 58. clearly identify yourself<br />
  59. 59. Avoid contradictory answers<br />(The truth generally enhance consistency ;) )<br />
  60. 60. Calm down! Think before answering!<br />
  61. 61. 3. Anticipating<br />join the conversation<br />
  62. 62.
  63. 63. Leclerc: a similar case than Lesieur<br />Germs in meat and ill children<br />
  64. 64. But another management<br />
  65. 65. directly announced on CEO’s blog!<br />
  66. 66. no snow ball!<br />and a better online identity<br />
  67. 67.
  68. 68. Social after sale services<br />
  69. 69.
  70. 70. Propose a place for your customer’s complaints<br />In order to better control this conversation<br />
  71. 71. Find and strengthenyourcommunity<br />
  72. 72. How Lesieur’sfixeditsreputation?<br />
  73. 73. 2011<br />
  74. 74. 2011<br />Good ranking of official web sites<br />
  75. 75. 2011<br />Wikipedia page<br />
  76. 76. 2011<br />New brand<br />
  77. 77. 2011<br />A blog<br />
  78. 78. 2011<br />A blog<br />
  79. 79. 2011<br />Healthydiet and nutrition site<br />
  80. 80. 2011<br />Mentionned by a web site<br />
  81. 81. 2011<br />Facebook page<br />
  82. 82. 2011<br />news<br />
  83. 83. 2011<br />homonyms<br />
  84. 84. 2011<br />homonyms<br />
  85. 85. 2011<br />But…<br />
  86. 86. guillaume@ereteo.net<br />twitter.com/ereteog <br />
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