Online Brand Management Strategies: Cincinnati Social Media Speaker Krista Neher

Online Brand Management Strategies Krista Neher CEO – Boot Camp Digital [email_address] Linkedin.com/in/kristaneher Facebook.com/kristaneher @kristaneher

About Me

Your Brand is How Your Customers Think and Feel about YOU

What do you think about Comcast?

What Comcast thinks about Themselves

Blah Blah Blah… Basically….
Successful branding is
I know X
And they stand for Y

Myth: Brand Building Doesn ’t Matter Online

Fact: Brand Building Matters More Online

There are over 109 million domains registered Only 2.5 million Trademarks The Internet is a Crowded Place

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?

Digital Impacts Purchases

Social results are showing up in searches
May or may not be accurate
Twitter is now included

Consumers Control Your Brand. Not You. Sorry.

The Good News? You Can Influence It

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

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?

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)

Trackur (from $18/month)

Tools to Monitor – Radian 6

Respond: To mentions or positive comments
Say thanks
Acknowledge them
Show that you are listening
Offer then something of value
FREE stuff is usually NOT the best answer

Show some Love

Psychology – Why do People Hate You?

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

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. The DIRECTLY respond to THE ISSUE

3. Thank them for Caring.

4. Be Transparent and Explain

5. Build a community of passionate brand defenders.

6. Know when to walk away.

Key Strategies
Create social media assets
Share multi-media assets
Develop consistent branding
Cultivate brand advocates
Monitor and respond
Remember, a quick response can go a LONG way.
Own the message – respond quickly.

Let ’s Connect linkedin.com/in/kristaneher Facebook.com/kristaneher Facebook.com/bootcampdigital www.bootcampdigital.com www.themarketess.com @kristaneher @bootcampdigital [email_address] 513-702-7929

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Online Brand Management Strategies: Cincinnati Social Media Speaker Krista Neher

by Krista Neher on Nov 28, 2011

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Online Brand Management Strategies: Cincinnati Social Media Speaker Krista Neher — Presentation Transcript