Online Brand Management Pubcon Vegas09

Online Brand Management Issues Krista Neher Company: www.bootcampdigital.com Blog: www.themarketess.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
Training
Consulting
Agency

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.

The Internet Changes Everything

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

The Good News? You Can Influence It

Principles for Online Brand Management

The Walls are Falling

You Are Not Always in Control

Be Consistent

Be Transparent

Assume that Everything is Public

Set Clear Expectations

3 Steps to Online Reputation Management
Manage
Determine what you want your brand to be
Build assets that execute on this
Monitor
Activity
Sentiment
Respond
To Positive
To Negative

Respond
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

Show some Love

Your advocates will defend your brand for you

What about people who hate on you?

Why do people hate on you? Get to the root of the issue.

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

2. Listen and try to understand.

3. Thank them for Caring.

4. Be Transparent and Explain

5. Build a community of passionate brand defenders.

6. 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.bootcampdigital.com www.themarketess.com

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Online Brand Management Pubcon Vegas09

by Krista Neher on Nov 19, 2009

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Online Brand Management Pubcon Vegas09 — Presentation Transcript