Online Brand Management Issues Krista Neher Company:  www.bootcampdigital.com Blog:  www.themarketess.com Email: krista@th...
About Me….. <ul><li>5+ Years at P&G in Marketing and Finance </li></ul><ul><li>2 Years at Internet Startup </li></ul><ul><...
Like it or not, you have a brand. <ul><li>Wikipedia: </li></ul><ul><ul><li>A  brand  is a collection of symbols, experienc...
The Internet Changes  Everything
The Internet Changed Branding <ul><li>Pre Internet </li></ul><ul><ul><li>Brand controls the message </li></ul></ul><ul><ul...
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 <ul><li>Manage </li></ul><ul><ul><li>Determine  what  you want your brand to be </...
Respond <ul><li>To Negative Comments </li></ul><ul><ul><li>Don't oppress or try to censor people - convey a clear, gentle,...
 
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 <ul><li>1. Humanize Your Brand </li></ul><ul><ul><li>It’s easier to hate a company than...
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 <ul><li>&quot;It is Ryanair policy not to waste time and energy in corresponding with idiot blogg...
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

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Presentation from Pubcon Las Vegas on how to Build your Brand and Manage your Reputation online.

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Transcript of "Online Brand Management Pubcon Vegas09"

  1. 1. Online Brand Management Issues Krista Neher Company: www.bootcampdigital.com Blog: www.themarketess.com Email: krista@themarketess.com Twitter: @kristaneher
  2. 2. About Me….. <ul><li>5+ Years at P&G in Marketing and Finance </li></ul><ul><li>2 Years at Internet Startup </li></ul><ul><li>Now… Marketing Training and Consulting </li></ul><ul><ul><li>Digital Strategy </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>Consulting </li></ul></ul><ul><ul><li>Agency </li></ul></ul>
  3. 3. Like it or not, you have a brand. <ul><li>Wikipedia: </li></ul><ul><ul><li>A brand is a collection of symbols, experiences and associations connected with a product , a service , a person or any other artifact or entity . </li></ul></ul><ul><li>A brand is in the eyes of the customer. </li></ul><ul><li>Brand Equity </li></ul><ul><ul><li>What your brand stands for in the hearts and minds of your audience. It is both logical and emotional. </li></ul></ul>
  4. 4. The Internet Changes Everything
  5. 5. The Internet Changed Branding <ul><li>Pre Internet </li></ul><ul><ul><li>Brand controls the message </li></ul></ul><ul><ul><li>One way Communication </li></ul></ul><ul><li>Internet </li></ul><ul><ul><li>Everyone controls the message </li></ul></ul>
  6. 6. The Good News? You Can Influence It
  7. 7. Principles for Online Brand Management
  8. 8. The Walls are Falling
  9. 9. You Are Not Always in Control
  10. 10. Be Consistent
  11. 11. Be Transparent
  12. 12. Assume that Everything is Public
  13. 13. Set Clear Expectations
  14. 14. 3 Steps to Online Reputation Management <ul><li>Manage </li></ul><ul><ul><li>Determine what you want your brand to be </li></ul></ul><ul><ul><li>Build assets that execute on this </li></ul></ul><ul><li>Monitor </li></ul><ul><ul><li>Activity </li></ul></ul><ul><ul><li>Sentiment </li></ul></ul><ul><li>Respond </li></ul><ul><ul><li>To Positive </li></ul></ul><ul><ul><li>To Negative </li></ul></ul>
  15. 15. Respond <ul><li>To Negative Comments </li></ul><ul><ul><li>Don't oppress or try to censor people - convey a clear, gentle, and friendly image </li></ul></ul><ul><ul><li>Respond directly to the issues so that whomever reads the complaints also reads your point of view </li></ul></ul>
  16. 17. Show some Love
  17. 18. Your advocates will defend your brand for you
  18. 20. What about people who hate on you?
  19. 21. Why do people hate on you? Get to the root of the issue.
  20. 22. 6 Tips for Dealing with Negativity <ul><li>1. Humanize Your Brand </li></ul><ul><ul><li>It’s easier to hate a company than a person </li></ul></ul>
  21. 23. 2. Listen and try to understand.
  22. 24. 3. Thank them for Caring.
  23. 25. 4. Be Transparent and Explain
  24. 26. 5. Build a community of passionate brand defenders.
  25. 27. 6. Know when to walk away.
  26. 28. Doing it Wrong - RyanAir <ul><li>&quot;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,&quot; it told The Times. </li></ul><ul><li>&quot;Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel&quot;. </li></ul>
  27. 29. Remember Blended/Universal Search Results
  28. 30. Let’s Connect! Krista Neher [email_address] @kristaneher www.bootcampdigital.com www.themarketess.com

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