Online Brand Management Strategies: Cincinnati Social Media Speaker Krista Neher


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Social Media Speaker Krista Neher ( gave this presentation at the PubCon 2011 conference on online brand and reputation management strategies.

Krista Neher is the bestselling author of the Social Media Field Guide, an international speaker and the CEO of Boot Camp Digital (

This presentation covers how brands can use social media to manage their reputation online. Many businesses are now active online but they may have less than favorable reviews. This presentation covers how businesses can leverage social media to improve their reputation online.

Learn more about Krista Neher, social media speaker and Cincinnati keynote speaker at

Published in: Business, Technology

Online Brand Management Strategies: Cincinnati Social Media Speaker Krista Neher

  1. 1. Online Brand Management Strategies Krista Neher CEO – Boot Camp Digital [email_address] @kristaneher
  2. 2. About Me
  3. 4. Your Brand is How Your Customers Think and Feel about YOU
  4. 5. What do you think about Comcast?
  5. 6. What Comcast thinks about Themselves
  6. 7. Blah Blah Blah… Basically…. <ul><li>Successful branding is </li></ul><ul><li>I know X </li></ul><ul><li>And they stand for Y </li></ul>
  7. 8. Myth: Brand Building Doesn ’t Matter Online
  8. 9. Fact: Brand Building Matters More Online
  9. 10. There are over 109 million domains registered Only 2.5 million Trademarks The Internet is a Crowded Place
  10. 11. Why does it Matter? <ul><li>52% of individuals put their trust in what others have to say about you </li></ul><ul><li>87% of consumers look at the reputation of your CEO, when judging your company's reputation </li></ul><ul><li>59% of hiring managers are influenced by your online reputation </li></ul>
  11. 12. Who Do You Trust?
  12. 13. Digital Impacts Purchases
  13. 14. <ul><li>Social results are showing up in searches </li></ul><ul><li>May or may not be accurate </li></ul><ul><li>Twitter is now included </li></ul>
  14. 15. Consumers Control Your Brand. Not You. Sorry.
  15. 16. The Good News? You Can Influence It
  16. 17. 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>
  17. 18. Tools to Monitor Your Brand <ul><li>Start with Search </li></ul><ul><ul><li>For your brand </li></ul></ul><ul><ul><li>Terms associated with your brand </li></ul></ul><ul><ul><li>Your competitors </li></ul></ul><ul><ul><li>Hot news topics </li></ul></ul><ul><ul><li>How do you rank? </li></ul></ul><ul><ul><li>Where does your name show up? </li></ul></ul>
  18. 19. Monitor Tools <ul><li>Simple </li></ul><ul><ul><li>Google Alerts (don ’t forget blogs) </li></ul></ul><ul><ul><li>Twitter Search ( </li></ul></ul><ul><ul><li>Regular Search </li></ul></ul><ul><ul><ul><li>Insight into customers </li></ul></ul></ul>
  19. 20. Tools to Monitor Your Brand (FREE)
  20. 21. Trackur (from $18/month)
  21. 22. Tools to Monitor – Radian 6
  22. 23. Respond: To mentions or positive comments <ul><li>Say thanks </li></ul><ul><li>Acknowledge them </li></ul><ul><li>Show that you are listening </li></ul><ul><li>Offer then something of value </li></ul><ul><ul><li>FREE stuff is usually NOT the best answer </li></ul></ul>
  23. 25. Show some Love
  24. 27. Psychology – Why do People Hate You?
  25. 29. 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>
  26. 30. Your advocates will defend your brand for you
  27. 32. What about people who hate on you?
  28. 33. Why do people hate on you? Get to the root of the issue.
  29. 34. 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>
  30. 35. 2. Listen and try to understand. The DIRECTLY respond to THE ISSUE
  31. 36. 3. Thank them for Caring.
  32. 37. 4. Be Transparent and Explain
  33. 38. 5. Build a community of passionate brand defenders.
  34. 39. 6. Know when to walk away.
  35. 40. Key Strategies <ul><li>Create social media assets </li></ul><ul><li>Share multi-media assets </li></ul><ul><li>Develop consistent branding </li></ul><ul><li>Cultivate brand advocates </li></ul><ul><li>Monitor and respond </li></ul><ul><ul><li>Remember, a quick response can go a LONG way. </li></ul></ul><ul><li>Own the message – respond quickly. </li></ul>
  36. 41. Let ’s Connect @kristaneher @bootcampdigital [email_address] 513-702-7929