Online strategy building:
Tips & tricks for e-reputation management
Evelien De Mey

Agenda
• Introduction
• Cases
– QueroMedia
– Domino’s Pizza
– Amazon.com
– Dell Hell
• Tips & Tricks
• About us

1
INTRODUCTION
Why it matters

SEM is more than SEO & PPC
© Image: Elliance

Search is changing
© Image: Elliance

The audience is changing
© Image: Elliance

What happens in Vegas, stays in Vegas

Unless someone puts it on the internet

2
CASE: QUEROMEDIA
The Halo Effect

The stickyness of a shrewd quick win
www.citybank.be

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’

How to handle such a situation
• Answer on the same blog
• Be polite but firm
• Only respond once
• Be honest

3
CASE: DOMINO’S PIZZA
The Domino Effect

It didn’t stay in Vegas

The Domino effect
Estimated cost: $50 MIO
© www.buzzstudy.com

How to handle such a situation
• Answer fast
• Respond on the channel your
audience uses
• Be sincere
• Contextualize

4
CASE: AMAZON.COM
The Butterfly Effect

What do Amazon and Belgian soccer players have in common?

They both disapprove of homosexuals !

It started with...

And all of a sudden...

How to handle such a situation
• Take responsibility
• Apology ≠ legally correct press
release
• Use the same channels as your
audience

5
CASE: DELL HELL
The digging-your-own-hole-effect

Meet Jeff Jarvis

Dell Ideastorm

Put your money where your mouth is

The big turnaround

How to handle such a situation
• Keep your promises
• Don’t delete negative comments

6
TIPS & TRICKS
Monitor, Optimize, Engage

Monitor: create an ‘alert center’

So you know what is being said about you

Optimize: send a uniform message
Company™

LinkedIn company profile

Facebook Page

YouTube Channel

Join & Share

Engage: be honest
Honesty of
• Relationship
• Opinion
• Identity

7
ABOUT US

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

Thank you!
&A
Evelien De Mey
Project Manager