Online strategy building: tips & tricks for e-reputation management

1,807 views
1,697 views

Published on

How to build, monitor and maintain your online reputation

Published in: Technology, Business

Online strategy building: tips & tricks for e-reputation management

  1. 1. Online strategy building: Tips & tricks for e-reputation management Evelien De Mey
  2. 2. Agenda • Introduction • Cases – QueroMedia – Domino’s Pizza – Amazon.com – Dell Hell • Tips & Tricks • About us
  3. 3. 1 INTRODUCTION Why it matters
  4. 4. SEM is more than SEO & PPC © Image: Elliance
  5. 5. Search is changing © Image: Elliance
  6. 6. The audience is changing © Image: Elliance
  7. 7. What happens in Vegas, stays in Vegas
  8. 8. Unless someone puts it on the internet
  9. 9. 2 CASE: QUEROMEDIA The Halo Effect
  10. 10. The stickyness of a shrewd quick win www.citybank.be
  11. 11. The stickyness of a shrewd quick win(2) • many years ago • 1 shrewd quick win • 1 happy customer • 1 blog post • 1 Flickr-account • 25 entries in Yahoo! • Forever a ‘typosquatter’
  12. 12. How to handle such a situation • Answer on the same blog • Be polite but firm • Only respond once • Be honest
  13. 13. 3 CASE: DOMINO’S PIZZA The Domino Effect
  14. 14. It didn’t stay in Vegas
  15. 15. The Domino effect Estimated cost: $50 MIO © www.buzzstudy.com
  16. 16. How to handle such a situation • Answer fast • Respond on the channel your audience uses • Be sincere • Contextualize
  17. 17. 4 CASE: AMAZON.COM The Butterfly Effect
  18. 18. What do Amazon and Belgian soccer players have in common?
  19. 19. They both disapprove of homosexuals !
  20. 20. It started with...
  21. 21. And all of a sudden...
  22. 22. How to handle such a situation • Take responsibility • Apology ≠ legally correct press release • Use the same channels as your audience
  23. 23. 5 CASE: DELL HELL The digging-your-own-hole-effect
  24. 24. Meet Jeff Jarvis
  25. 25. Dell Ideastorm
  26. 26. Put your money where your mouth is
  27. 27. The big turnaround
  28. 28. How to handle such a situation • Keep your promises • Don’t delete negative comments
  29. 29. 6 TIPS & TRICKS Monitor, Optimize, Engage
  30. 30. Monitor: create an ‘alert center’
  31. 31. So you know what is being said about you
  32. 32. Optimize: send a uniform message Company™
  33. 33. LinkedIn company profile
  34. 34. Facebook Page
  35. 35. YouTube Channel
  36. 36. Join & Share
  37. 37. Engage: be honest Honesty of • Relationship • Opinion • Identity
  38. 38. 7 ABOUT US
  39. 39. QueroMedia Snapshot • Full-service search marketing agency; °1999 • °1 SEM agency in Top 50 Web agencies 2008 by Inside Magazine • Fortis Venture since 2006, Arkafund Venture since 2009
  40. 40. Thank you! &A Evelien De Mey Project Manager

×