Online Brand And Reputation Management - American Marketing Association Word of Mouth Presentation

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

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.

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

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

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

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.

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.

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?

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

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

6 Tips for Dealing with Negativity
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.

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".

Remember Blended/Universal Search Results

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

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Online Brand And Reputation Management - American Marketing Association Word of Mouth Presentation

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