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

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

search for buzz a brand reputation management case history massimo burgio global search interactive / sempo international search summit london, 19 november 2009

do you remember ? what we discussed at the previous international search summit

userpowered web

userfuelled branding

attitude change (yes you can)‫‏‬

search breathe think plan

a new kind of marketing intelligence

listen keywords voting word of mouth engagement social buzz blogs referrals rating networks competitors key phrases polls online reputation

a new breed of tools marketing

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

a new style of marketing mindset

4PSMM passion patience perseverance proactivity

4PDON’T presume panic push procrastinate

opportunity (and/or) threat

search for buzz a brand reputation management case history

introducing dialogo assicurazioni

it could have started with a panic attack

but it ended with a clean branded SERP

(there’s always a solution)

(or more than one) search optimization online pr blog marketing social media optimized content blogosphere engagement viral campaigns

(or more than one) search optimization online pr blog marketing social media optimized content blogosphere engagement viral campaigns analytics

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?

how about a new way of managing ? online brand reputation

? how about starting a dialogue with the online audience

step 1: be out there, engage, interact and participate

introducing the new dialogo assicurazioni powered by global search interactive

introducing the NEW dialogo assicurazioni powered by global search interactive

step 2: listen

step 2: listen (and measure)

step 2: listen (and measure) (we need a tool)

question: how can we listen to all online conversations, be able to intercept all brand mentions, and highlight the good and the bad ones?

answer: RSS rocks!

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…)

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

introducing dialogo’s brm platform powered by global search interactive

free cost of the platform?

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…)

wp enabling technologies? rss

introducing dialogo’s brm platform powered by global search interactive

DIY BRM it is really easy you can do it too!

you thank

massimoburgio sempoboard.global.europe globalsearchinteractive massimo@ globalsearchinteractive.com slideshare.net/massimoburgio