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Online Reputation Management on Steroids

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My keynote for the latest ZF Digital '13 Conference. Online Reputation Management on Steroids. Reputation is Your Brand's Treasure. Your Main Asset. …

My keynote for the latest ZF Digital '13 Conference. Online Reputation Management on Steroids. Reputation is Your Brand's Treasure. Your Main Asset.
Reputation is Directly Related with Your Brand Equity. And Brand Equity Leads to Better Performance.
Now Make your Move!

http://XPLAIN.co

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  • 1. Online Reputation on Steroids Content Co Your Brand Ag Hey! Do You Believe That You Can Control Your Brand? Fm Br Agenda Fame XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 2. We Live in a Social Web World Let‘s Get to Know Each Other! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 3. Storytelling is a fundamental way of Human‘s Expression I Love True Stories XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 4. What? VS XPLAIN.co – We Love to Integrate Brands Into People‘s Life a ...Guitar Stefanos Karagos – ZF Digital 2013
  • 5. March 2008 Let the Story Begin Musician Dave Carroll boarded a United Airlines flight to Omaha, Nebraska, checking in his $3.500 guitar. He claims he witnessed baggage being rough handled during a stopover in Chicago. As a result, his guitar was broken. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 6. March 2008 Something is Going On Here! Dave Carroll begins contacting United Airlines, asking for $1.200 reimbursement for his guitar. UA refuses, stating that he processed his claim more than 24 hours after the flight and could not accept it. Dave Carroll goes as far as to suggest he would accept flight vouchers instead of cash. United Airlines’ reply was a firm “NO”. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 7. We Have Video in Flight! January 2009 After 9 months of unsuccessfully trying to reach an agreement with United Airlines, including phone calls and emails, Dave Carroll decides to get his revenge the only way he knows best: Through writing a song about this bad experience. XPLAIN.co – We Love to Integrate Brands Into People‘s Life http://youtu.be/5YGc4zOqozo Stefanos Karagos – ZF Digital 2013
  • 8. July 2009 Dave Carroll gets his new song, “United Breaks Guitars” on YouTube. It becomes Viral immediately, scoring >150.000 views on the first day. Mayday, Mayday! United Airlines starts to realize the PR disaster and immediately offers the requested $1.200 reimbursement to Dave Carroll. He declines the offer. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 9. July 10, 2009 United Airlines’ stock price fell 10%, causing $180 million losses to stakeholders. The Airline donates $3.500 for music education for kids, as a “gesture of goodwill”. August 17, 2009 WTF? The song’s sequel, “United Breaks Guitars: Song 2” is released on YouTube. By this time, the first song has exceeded 5 million views. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 10. December, 2009 Time Magazine features “United Breaks Guitars” on no. 7 of its Top-10 list of viral videos of the year. Carroll has already been interviewed more than 200 times on news media regarding the incident. WoW! I‘m on Time Magazine! March 2010 The third song of the trilogy, “United Breaks Guitars: Song 3” is released on YouTube. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 11. May 2012 It‘s Time for Breakeven! Dave Carroll publishes his book “United Breaks Guitars: The Power of One Voice in the Age of Social Media”, detailing his adventure. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 12. October 23, 2013 The three videos on YouTube have reached more than 16.500.000 Views. Carroll is now one of the most prominent speakers on Customer Service issues. United Airlines is still considered a prime example of bad Customer Service regarding this incident and the publicity it received. XPLAIN.co – We Love to Integrate Brands Into People‘s Life No Happyending.. ? Stefanos Karagos – ZF Digital 2013
  • 13. It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently. Waren Buffet XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 14. I Love Facts as They Prove I‘m Right ;-) The Power of Facts XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 15. Source: CMI 2012 95% of the Global Content is User Generated Content Consumers ARE the Media! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 16. Source: Market Watch 2013 94% of clicked Search Results are Organic, NO T Paid. Your Online Reputation Matters! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 17. Source: WPR.org 2012 92% of Consumers Trust Opinions Posted Online By Other Consumers +70% Trust Unknown Users 27% Trust Experts 14% Trust Advertising 8% Trust Celebrities Things Said About Your Brand are Important to Your Audience XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 18. Source: Google 2013 84% Of all Shoppers use Online Search in the path to Purchase Preshopping is a Daily Habit XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 19. Source: XPLAIN Research Lab 2013 73% are Searching for Solutions 14 times a week and only once for Brands What is the Solution You Offer? XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 20. Source: SatMetrix 2011 75% of People don’t Believe that Companies tell the Truth in Advertisements. Traditional Ads are not Trusted XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 21. Source: Saleforce 2012 94% are more willing to spread the Bad Experience than to the Good one. Auuch!!! This is Really BAD XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 22. Take it Easy ;-) YOU DON’T CONTROL YOUR BRAND! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 23. Repeat after Me YOU CAN’T CONTROL YOUR BRAND! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 24. Yes, There is a BUT but... XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 25. YES YOU CAN! YOU CAN CONTROL THE AGENDA! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 26. This Was the Traditional 3 Step Mental Model of Marketing FMO T: was coined by P&G in 2005 Stimulus First Moment of Truth At shelf In-store XPLAIN.co – We Love to Integrate Brands Into People‘s Life Second Moment of Truth Experience Stefanos Karagos – ZF Digital 2013
  • 27. ZMOT: The New Mental Model of Marketing Stimulus First Moment of Truth Pre-shopping | In-store | In-home At shelf In-store Second Moment of Truth Experience Which becomes the next person’s ZMOT XPLAIN.co – We Love to Integrate Brands Into People‘s Life Source: Google 2013 Stefanos Karagos – ZF Digital 2013
  • 28. NOW! IT’S TIME TO CONTROL THE AGENDA! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 29. WHEN IT COMES TO MAINTAINING OR DEFENDING AN ONLINE REPUTATION, THERE’S A WRONG WAY AND A RIGHT WAY. EVEN MORE! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 30. No Reputation Management? If You aren’t Monitoring your Reputation Online, You have NO Idea What People are Saying. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 31. 80% of CEOs Believe that Users have Great Experience with their Products. Source: BCG 2011 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 32. 80% of CEOs Believe that Users have Great Experience with their Products. Only 8% of the Users believe so. Source: BCG 2011 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 33. No Reputation Management? Negative Reviews, Bad Reviews, Trolling Online Attacks can haunt your Brand for a Long Time. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 34. Don‘t make even a half step, if you haven't Understood the Context first It‘s Social Web NO T Just Social Media Social Web is Pure Content & Consumers Data Economic Recession Push Consumers To Search for the BEST Solution Loyalty Doesn‘t Exists The Way We Knew it The Context (some of ) Social means People NO T Brands Business Is NO T „As Usual“ Anymore Consumers Behavior Has Ghanged ZMO T is the Reality More Sales are Coming Via Recommendations You Can‘t Hide A Bad Product/Service as long as it‘s on the Selves XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 35. It‘s A Reputation Engine OK! We Got it! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 36. Reputation is Your Brand's Treasure. Your Main Asset. Reputation is Directly Related with Your Brand Equity. XPLAIN.co – We Love to Integrate Brands Into People‘s Life And Brand Equity Leads to Better Performance. Stefanos Karagos – ZF Digital 2013
  • 37. ? AND NOW WHAT? XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 38. Start with the Basics More About Them Less About You! Stay Visibile Where Your Audience is. Human Optimized Content Shared Experiences Creation Owned & Paid Media XPLAIN.co – We Love to Integrate Brands Into People‘s Life The Future of Business is Based on Shared Experiences Brand‘s Focus Point Stefanos Karagos – ZF Digital 2013
  • 39. And Now Follow the Path 1 2 3 4 ... 11 11+1 Steps XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 40. Listen. Yes, Listen! Set your listening objectives; get to know your customers better; identify influencers, advocates and detractors; and learn to spot a crisis when it’s brewing XPLAIN.co – We Love to Integrate Brands Into People‘s Life 1 Stefanos Karagos – ZF Digital 2013
  • 41. Register Brand‘s name across all major Social Media networks. Control what appears in Search Results by owning your Brand in all the major social platforms, including Facebook, Twitter, LinkedIn, Google+, Pinterest and YouTube. Recommendation: Register to any industry-specific social networks. XPLAIN.co – We Love to Integrate Brands Into People‘s Life 2 Stefanos Karagos – ZF Digital 2013
  • 42. Create Human Optimized Content And Seed it Wisely. No one-fit-all tactics here! Get to know your target audience’s needs and expectations and provide high quality, original content to cover these needs in the right context. XPLAIN.co – We Love to Integrate Brands Into People‘s Life 3 Stefanos Karagos – ZF Digital 2013
  • 43. Create Unique Experiences Consumers want to Share! People share their Feelings, Thoughts and Experiences. Offer them valuable and useful Experiences, to bring them closer to your Brand, and they will be happy to share it with others. XPLAIN.co – We Love to Integrate Brands Into People‘s Life 4 Stefanos Karagos – ZF Digital 2013
  • 44. In Case of Complains Keep the Communication Clear! If you made a mistake, acknowledge it, address it as soon as possible and announce publicly what measures you took to avoid the same issue in the future. XPLAIN.co – We Love to Integrate Brands Into People‘s Life 5 Stefanos Karagos – ZF Digital 2013
  • 45. Avoid to Solve the Wrong Problem! Take the time to analyze the issue you are facing, identify the reasons that provoked it, set up your detailed action plan and ONLY then start acting. XPLAIN.co – We Love to Integrate Brands Into People‘s Life 6 Stefanos Karagos – ZF Digital 2013
  • 46. 7 Be Aware of Saturday Mornings It has been measured globally, that People take more time to get on Social Media on Weekends and complain about you or praise you! So, don’t stop listening, just because it's the Weekend! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 47. Engage Advocates & Build Affiliations 8 80% of reach from marketing campaigns comes from amplification through advocacy, according to a July 2013 study by Social@Ogilvy. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 48. Position is Everything! Pick up Your Chair! You have a Brand and Your Brand has its Values and USP. Identify them and your target audience, and stay consistent! 9 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 49. It‘s Not About Technology! Marketing Is A P latform-Agnostic! XPLAIN.co – We Love to Integrate Brands Into People‘s Life 10 Stefanos Karagos – ZF Digital 2013
  • 50. It‘s ALL About People 10 It’s about Communicating with Consumers and cover their Needs. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 51. Get Some Tools And Start NOW! Google Search Use the same tool that your Customers are using to search about your Brand 2  Mention Monitor millions of sources in 42 languages 3  Google Alerts Get notified the moment that someone writes something about your Brand 4  HootSuite Manage all of your Social Media Profiles And Monitor Your SM reputation 5  Wildfire Monitor what your Competitors are doing in Social Media We ALL Love Guitars Now ;-) 1  google.ro mention.net google.com/alerts hootsuite.com monitor.wildfireapp.com XPLAIN.co – We Love to Integrate Brands Into People‘s Life 11 Stefanos Karagos – ZF Digital 2013
  • 52. You Need Professionals To Create a Solid Strategic Framework You Need a Coach Even when You are the Best P layer in the World! Everybody can set up a Social Media account, but you need a well Structured Social Brand Strategy to get people engaged and talking about your Brand. And one more thing... you need professional advice to maximize your ROI! XPLAIN.co – We Love to Integrate Brands Into People‘s Life +1 Stefanos Karagos – ZF Digital 2013
  • 53. Be Prepared and Don‘t be Afraid of the New. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 54. But ALWAYS Keep Your Brand Clear! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 55. And not Forget A brand is no longer what we tell the Consumer it is. It is what Consumers tell each other it is. Scott Cook, Intuit XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 56. For The GREAT Experience! THANK YOU! Contact Us If You Want to Build Your Reputation linkedin.com/company/xplain fb.com/XPLAIN.co LetsRock@XPLAIN.co slideshare.net/XPLAIN twitter.com/x_plain XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 57. ? QUESTIONS PLS! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013

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