Massimo Burgio - Brand Reputation Management - International Search Summit - London 2009

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This is my presentation for the International Search Summit in London, November 2009.
First time I actually talk about Brand Reputation Management, and I showed a case history about a DIY (do-it-yourself) Brand Reputation Management project we are running at Global Search interactive for one of our Italian clients, Dialogo Assicurazioni.
Enjoy, comment, share!

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Massimo Burgio - Brand Reputation Management - International Search Summit - London 2009

  1. search for buzz a brand reputation management case history massimo burgio global search interactive / sempo international search summit london, 19 november 2009
  2. do you remember ? what we discussed at the previous international search summit
  3. userpowered web
  4. userfuelled branding
  5. attitude change (yes you can)‫‏‬
  6. search breathe think plan
  7. a new kind of marketing intelligence
  8. listen keywords voting word of mouth engagement social buzz blogs referrals rating networks competitors key phrases polls online reputation
  9. a new breed of tools marketing
  10. search brand monitoring digg SEO web analytics technorati wordtracker knowledge sharing online PR adwords viral collaborative tools conversations wikis buzz blogs linkedin SEM social networks twitter influencers RSS ROC MAO facebook engagement
  11. a new style of marketing mindset
  12. 4PSMM passion patience perseverance proactivity
  13. 4PDON’T presume panic push procrastinate
  14. opportunity (and/or) threat
  15. search for buzz a brand reputation management case history
  16. introducing dialogo assicurazioni
  17. it could have started with a panic attack
  18. but it ended with a clean branded SERP
  19. (there’s always a solution)
  20. (or more than one) search optimization online pr blog marketing social media optimized content blogosphere engagement viral campaigns
  21. (or more than one) search optimization online pr blog marketing social media optimized content blogosphere engagement viral campaigns analytics
  22. since we are putting in place so many activities, how about using them all as a platform to listen to customers prospects and web users, and leverage opportunities rather than fearing all the threats?
  23. how about a new way of managing ? online brand reputation
  24. ? how about starting a dialogue with the online audience
  25. step 1: be out there, engage, interact and participate
  26. introducing the new dialogo assicurazioni powered by global search interactive
  27. introducing the NEW dialogo assicurazioni powered by global search interactive
  28. introducing the NEW dialogo assicurazioni powered by global search interactive
  29. introducing the NEW dialogo assicurazioni powered by global search interactive
  30. introducing the NEW dialogo assicurazioni powered by global search interactive
  31. introducing the NEW dialogo assicurazioni powered by global search interactive
  32. introducing the NEW dialogo assicurazioni powered by global search interactive
  33. introducing the NEW dialogo assicurazioni powered by global search interactive
  34. step 2: listen
  35. step 2: listen (and measure)
  36. step 2: listen (and measure) (we need a tool)
  37. question: how can we listen to all online conversations, be able to intercept all brand mentions, and highlight the good and the bad ones?
  38. answer: RSS rocks!
  39. DIY BRM let’s try to DO-IT-YOURSELF build a brand BRAND REPUTATION MANAGEMENT reputation management platform from scratch using RSS! it is not so difficult! (the programmer said…)
  40. so we created a number of rss feeds pipes from google and yahoo news, google blog search, twitter search, yahoo answers, technorati, friendfeed, social mention + we set up a wordpress platform with all the right plugins that allowed us be able to filter, browse, tag, search, moderate, note, and of course report to client
  41. introducing dialogo’s brm platform powered by global search interactive
  42. introducing dialogo’s brm platform powered by global search interactive
  43. introducing dialogo’s brm platform powered by global search interactive
  44. introducing dialogo’s brm platform powered by global search interactive
  45. introducing dialogo’s brm platform powered by global search interactive
  46. introducing dialogo’s brm platform powered by global search interactive
  47. introducing dialogo’s brm platform powered by global search interactive
  48. introducing dialogo’s brm platform powered by global search interactive
  49. introducing dialogo’s brm platform powered by global search interactive
  50. introducing dialogo’s brm platform powered by global search interactive
  51. introducing dialogo’s brm platform powered by global search interactive
  52. introducing dialogo’s brm platform powered by global search interactive
  53. free cost of the platform?
  54. free cost of the platform? (nothing really comes for free, we put a lot of work to develop and test it, and it was not so easy as the programmer said…)
  55. wp enabling technologies? rss
  56. introducing dialogo’s brm platform powered by global search interactive
  57. introducing dialogo’s brm platform powered by global search interactive
  58. DIY BRM it is really easy you can do it too!
  59. you thank
  60. massimoburgio sempoboard.global.europe globalsearchinteractive massimo@ globalsearchinteractive.com slideshare.net/massimoburgio

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