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Rob Brown - Reputation Management

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Don't Panic Guide to Social Media Conference …

Don't Panic Guide to Social Media Conference
Reputation Management
Rob Brown

Published in: Travel, Technology, Business

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  • 1. Reputation Management in a Web 2.0 World 22nd October 2009 #LBTB
  • 2. The consumer as publisher
  • 3. Mr Angry-Traveller
  • 4. Monitor Respond Evaluate Take it Offline Encourage Reposting
  • 5. Monitor
  • 6. Respond
  • 7. The world moves at an alarming pace
  • 8. Dealing with issues on-line
  • 9. “Fear leads to anger. Anger leads to hate. Hate leads to suffering.” Yoda, Star Wars
  • 10. Some ways to get past the fear (& anger) •! It is better to respond –! Consumers fill the void •! Thank the respondent for their comments •! Don’t be defensive •! Take the conversation off-line •! Solve the problem if you can •! Ask the individual to repost
  • 11. A case study in being pro-active
  • 12. Avis: We try harder •! Identified impact of social media on decision making process •! Saw negative comments around the web •! Opportunity to service Avis customers better •! Reinvigorate ‘we try harder’ brand promise •! Create brand champions opposed to critics
  • 13. The solution •! Conducted an audit of online discussion •! Identified key conversation topics –! Clearer contract –! Satnav/GPS –! Enhancement to the loyalty programme •! Adapted customer service offer in accordance •! Created wetryharder.co.uk bespoke blog –! A platform through which to enter the conversation
  • 14. The results •! Avis approval rating increased by 200% •! Eclipsed Hertz, a main competitor •! Over 400 independent positive customer comments •! 10% growth in a sector growing at 1% p.a •! Award winning –! 2007 SOCAP award for Innovation in Customer Service
  • 15. Measurement
  • 16. Free web based tools
  • 17. Most of all…..
  • 18. “Google is not a search engine. Google is a reputation-management system, and that’s one of the most powerful reasons so many CEOs have become more transparent: Online, your rep is quantifiable, findable, and totally unavoidable. In other words, radical transparency is a double- edged sword, but once you know the new rules, you can use it to control your image in ways you never could before.” Clive Thompson, Wired, March 2007.
  • 19. A Google check-list in 30 seconds •! Monitor regularly •! Engage with user generated content that ranks highly •! Promote your own content –! Change frequently –! Use keywords in your headlines –! Post links around the web
  • 20. Thank you
  • 21. Questions?
  • 22. Reputation Management in a Web 2.0 World 22nd October 2009 #LBTB