Online Brand and Reputation Management Krista Neher Consulting/Blog: www.themarketess.com Training: www.bootcampdigital.com Email: krista@themarketess.com Twitter: @kristaneher

About Me….. 5+ Years at P&G in Marketing and Finance 2 Years at Internet Startup Now… Marketing Training and Consulting Digital Strategy Social Media Mobile Training

5+ Years at P&G in Marketing and Finance

2 Years at Internet Startup

Now… Marketing Training and Consulting

Digital Strategy

Social Media

Mobile

Training

What is a brand?

Like it or not, you have a brand. Wikipedia: A brand is a collection of symbols, experiences and associations connected with a product , a service , a person or any other artifact or entity . A brand is in the eyes of the customer. Brand Equity What your brand stands for in the hearts and minds of your audience. It is both logical and emotional.

Wikipedia:

A brand is a collection of symbols, experiences and associations connected with a product , a service , a person or any other artifact or entity .

A brand is in the eyes of the customer.

Brand Equity

What your brand stands for in the hearts and minds of your audience. It is both logical and emotional.

Why Does it Matter?

Why does it Matter? 52% of individuals put their trust in what others have to say about you 87% of consumers look at the reputation of your CEO, when judging your company's reputation 59% of hiring managers are influenced by your online reputation

52% of individuals put their trust in what others have to say about you

87% of consumers look at the reputation of your CEO, when judging your company's reputation

59% of hiring managers are influenced by your online reputation

Who Do You Trust?

Consumers Control Your Brand. Not You. Sorry.

The Internet Changed Branding Pre Internet Brand controls the message One way Communication Internet Everyone controls the message

Pre Internet

Brand controls the message

One way Communication

Internet

Everyone controls the message

The Walls are Falling

You can still shape and participate in the discussion. 

3 Steps to Online Reputation Management Manage Tips Tools Monitor Activity Sentiment Respond To Positive To Negative

Manage

Tips

Tools

Monitor

Activity

Sentiment

Respond

To Positive

To Negative

Proactively Manage Your Brand Create an online presence Importance of branded content Authority sites that rank well Better chances that they find YOU when searching Reserve your name Even on sites you don’t plan to use Give Resources & Empower Conversations Photos, videos, quotes, etc.

Create an online presence

Importance of branded content

Authority sites that rank well

Better chances that they find YOU when searching

Reserve your name

Even on sites you don’t plan to use

Give Resources & Empower Conversations

Photos, videos, quotes, etc.

Manage Tools – Freeyourid.com

Manage Tools – claimid.com

Manage Tools - Reputation Naymz.com - Sign-up and invite your invite people to write reviews about you and your work. Rapleaf.com - Look up your reputation, rate others, and they will be invited to rate you in return. RepVine - Reference and reputation management combined. ReputationDefender.com - A service that attempts to help you get things being said online about you removed TrustPlus.com - An online reputation service that ranks based on trust scores.

Naymz.com - Sign-up and invite your invite people to write reviews about you and your work.

Rapleaf.com - Look up your reputation, rate others, and they will be invited to rate you in return.

RepVine - Reference and reputation management combined.

ReputationDefender.com - A service that attempts to help you get things being said online about you removed

TrustPlus.com - An online reputation service that ranks based on trust scores.

Tools to Monitor Your Brand Start with Search For your brand Terms associated with your brand Your competitors Hot news topics How do you rank? Where does your name show up?

Start with Search

For your brand

Terms associated with your brand

Your competitors

Hot news topics

How do you rank?

Where does your name show up?

Example: Toy Recall

Example: Toy Lead Poisoning

Mattel Toy Recall

Hasbro Toy Recall

Bandai Toy Recall

Monitor Tools Simple Google Alerts (don’t forget blogs) Twitter Search (search.twitter.com) Regular Search Insight into customers

Simple

Google Alerts (don’t forget blogs)

Twitter Search (search.twitter.com)

Regular Search

Insight into customers

Tools to Monitor Your Brand www.keotag.com (FREE)

Tools to Monitor Your Brand Monitor This (FREE)

Trackur (from $18/month)

Tools to Monitor thesearchmonitor

Tools to Monitor – Radian 6

Monitor Sentiment brandwatch.net

Monitor Sentiment Chatterguard.com

Monitor Sentiment – sentimentmetrics.com

Respond To Positive Comments & Reviews Show others that you care (and encourage them to write) Build a Tribe of passionate users They will defend your brand for you To Negative Comments Don't oppress or try to censor people - convey a clear, gentle, and friendly image Respond directly to the issues so that whomever reads the complaints also reads your point of view

To Positive Comments & Reviews

Show others that you care (and encourage them to write)

Build a Tribe of passionate users

They will defend your brand for you

To Negative Comments

Don't oppress or try to censor people - convey a clear, gentle, and friendly image

Respond directly to the issues so that whomever reads the complaints also reads your point of view

6 Tips for Dealing with Negativity 1. Humanize Your Brand It’s easier to hate a company than a person

1. Humanize Your Brand

It’s easier to hate a company than a person

6 Tips for Dealing with Negativity 2. Thank them for their interest in your brand Passion can be turned around; any interest has value Show openness in dealing with the complaint or issue 3. Be Transparent and Explain Often a friendly explanation can help; don’t oppress - explain 4. Empathize Understand without agreeing 5. Build a Community of Advocates Having others speak highly of you goes a long way 6. Know when to disengage Sometimes you can’t win. Know when to walk away.

2. Thank them for their interest in your brand

Passion can be turned around; any interest has value

Show openness in dealing with the complaint or issue

3. Be Transparent and Explain

Often a friendly explanation can help; don’t oppress - explain

4. Empathize

Understand without agreeing

5. Build a Community of Advocates

Having others speak highly of you goes a long way

6. Know when to disengage

Sometimes you can’t win. Know when to walk away.

Doing it Wrong - RyanAir "It is Ryanair policy not to waste time and energy in corresponding with idiot bloggers and Ryanair can confirm that it won't be happening again," it told The Times. "Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel".

"It is Ryanair policy not to waste time and energy in corresponding with idiot bloggers and Ryanair can confirm that it won't be happening again," it told The Times.

"Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel".

Remember Blended/Universal Search Results

Let’s Connect! Krista Neher [email_address] @kristaneher www.themarketess.com www.bootcampdigital.com (coming soon)