Online Brand and Reputation Management Krista Neher CEO – Marketess Consulting

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?

Who Do You Trust?

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

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

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 Provide Resources If people want to talk about you provide them with resources – 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

Provide Resources

If people want to talk about you provide them with resources – 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

Tools to Monitor Your Brand www.keotag.com

Tools to Monitor Your Brand Monitor This

Tools to Monitor – thesearchmonitor.com

Monitor Sentiment brandwatch.net

Monitor Sentiment – Chatterguard.com

Monitor Sentiment – sentimentmetrics.com

Respond To Positive Comments & Reviews Show others that you care (and may 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 may 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 Guy Kawasaki Approach 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

Guy Kawasaki Approach

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".

Let’s Connect! Krista Neher [email_address] @kristaneher www.themarketess.com