REPUTATION MONITORING AND MANAGEMENT April 1, 2009

Reputation Monitoring and Managment People Are Talking About Your Brand! Do You Know What They Are Saying??? Do You Have A Plan For Listening? For Responding?

People Are Talking About Your Brand!

Do You Know What They Are Saying???

Do You Have A Plan

For Listening?

For Responding?

PART OF THE PUBLIC RELATIONS FUNCTION? Offline Techniques Including Press Releases Placement of Content/Features The Web Has Added Press Releases Optimized for Search Reputation Management

Offline Techniques Including

Press Releases

Placement of Content/Features

The Web Has Added

Press Releases Optimized for Search

Reputation Management

OPTIMIZE PRESS RELEASES FOR SEARCH Select Most Important Keyword Place In Headline, Subhead, Body (3 times or more) Include Complete Website URL (http://) Use Generic Product Name Post On Website as Separate Page Send To Distribution Services Tag Entries – Keywords, Categories Can Also Use an Online Distribution Service Optimizing Press Releases to Show Up in Search Engines http://aboutpublicrelations.net/ucyudkin2a.htm

Select Most Important Keyword

Place In Headline, Subhead, Body (3 times or more)

Include Complete Website URL (http://)

Use Generic Product Name

Post On Website as Separate Page

Send To Distribution Services

Tag Entries – Keywords, Categories

Can Also Use an Online Distribution Service

OVERLAP – STRATEGY AND MONITORING

REPUTATION vs. BRAND Brand Is A “Customer-Centric” Concept Reputation Is A “Company-Centric” Concept

Brand Is A “Customer-Centric” Concept

Reputation Is A “Company-Centric” Concept

MARKETING > BRAND PUBLIC RELATIONS > REPUTATION In The Loop: An ability to cater to an heightened customer expectation for a company to listen and respond in real time Nimble: A process in place to incrementally release anticipated information, instead of waiting for everything to be perfect Responsive: The ability to accelerate solutions to customer problems Organized: Tightly integrated internal collaboration to bypass antiquated bureaucracy Accountable: Accountability by internal players to both the business objectives of the company and the needs of the stakeholder http://overtonecomm.blogspot.com/2008/10/online-public-relations-5-competencies.html

In The Loop: An ability to cater to an heightened customer expectation for a company to listen and respond in real time

Nimble: A process in place to incrementally release anticipated information, instead of waiting for everything to be perfect

Responsive: The ability to accelerate solutions to customer problems

Organized: Tightly integrated internal collaboration to bypass antiquated bureaucracy

Accountable: Accountability by internal players to both the business objectives of the company and the needs of the stakeholder

MONITORING FOR REPUTATION MANAGEMENT

ONE VIEW OF THE SOCIAL WEB http://scobleizer.com/2007/11/02/social-media-starfish/

GOOGLE ALERTS—’TRADITIONAL WEB’

SERVICES ARE SPRINGING UP

FREE MONITORING TOOLS Have To Configure Properly See URL for More Tools, Posts on How to Use http://mashable.com/2008/12/24/free-brand-monitoring-tools/

NOTE THE INTERACTIVE, CONTEXTUAL AD

NEXT STEP—PAID TOOLS? Now, build your Topic Analysis widget using a selection of keywords, or choose to graph and display results from your entire topic profile . . . You can also sort your Topic Analysis results by eight different conversation metrics that demonstrate the discussion and engagement around your topic or keywords including: • number of posts • comment count • view count • vote count • Twitter followers • on topic inbound links • total inbound links • number of unique sources http://www.radian6.com/blog/148/data-analysis-more-ways-to-slice-and-dice/

CONSULTING/ SERVICES FIRMS http://www.trackur.com/video-tour.php

DIY YOUR OWN DASHBOARD? http://www.aimclearblog.com/2009/03/16/how-to-build-a-reputation-monitoring-dashboard/

A ROBERTS RULE Don’t Pay for Tools Until You’ve Got Free Ones Working— And Can PROVE That Your Programs and the Metrics They Produce ARE INFLUENCING DECISIONS (Marketing and Corporate) http://mashable.com/2008/12/29/brand-reputation-monitoring-tools/

Don’t Pay for Tools

Until You’ve Got Free Ones Working—

And Can PROVE That

Your Programs and the Metrics They Produce

ARE INFLUENCING DECISIONS

(Marketing and Corporate)

MORE RELIABLE TO TRACK INDIVIDUAL PLATFORMS?

TWITTER AS AN EXAMPLE http://www.bria nsoli s.com/2008/10/twitter-tools-for-community-and.html Updated Post http://mashable.com/2008/05/24/14-more-twitter-tools/ Less Recent But Has 140 Tools http://blog.hubspot.com/blog/tabid/6307/bid/4584/New-Data-on-Top-Twitter-Applications-and-Usage.aspx http://blog.hubspot.com/blog/tabid/6307/bid/4439/State-of-the-Twittersphere-Q4-2008-Report.aspx

ANOTHER ROBERTS RULE If You Are Using Multiple Tools, You Are Soon Going To Require Some Aggregation/Filtering Tools Free, Paid or DIY

If You Are Using Multiple Tools,

You Are Soon Going To Require

Some Aggregation/Filtering Tools

Free, Paid or DIY

CASE HISTORIES

WORTH READING AND FOLLOWING Comcast Has Gotten a Lot of Press http://www.briansolis.com/2008/07/comcast-cares-and-why-your-business.html Comcast Customer Care http://twitter.com/comcastcares Dell Keeps on Learning http://www.briansolis.com/2009/02/dell-deals-with-twitter.html Dell Sells Stuff on the Dell Outlet http://twitter.com/delloutlet

DANGERS TO AVOID

‘ BLACK HAT’ REPUTATION MONITORING In Social Media False Ads, False Profiles, False Statements, Misleading URLs, ‘Flogs,’ Pay to Post, Other??? http://www.reputationadvisor.com/reputation-sabotage-is-the-future-of-black-hat/ Overlap With Black Hat Search Attempt To Trick Search Engines – Can Result in Banning Hiding Keywords with White-on-White Text Create Irrelevant Pages Just for the Spiders Misuse of Meta Tags All Search Engines Have Webmaster Pages There Will Always Be Gray Techniques http://www.aimclearblog.com/2009/03/27/massage-ppc-with-not-so-clear-cut-methods/

In Social Media

False Ads, False Profiles, False Statements, Misleading URLs, ‘Flogs,’ Pay to Post, Other???

http://www.reputationadvisor.com/reputation-sabotage-is-the-future-of-black-hat/

Overlap With Black Hat Search

Attempt To Trick Search Engines – Can Result in Banning

Hiding Keywords with White-on-White Text

Create Irrelevant Pages Just for the Spiders

Misuse of Meta Tags

All Search Engines Have Webmaster Pages

There Will Always Be Gray Techniques

http://www.aimclearblog.com/2009/03/27/massage-ppc-with-not-so-clear-cut-methods/

http://www.businessweek.com/smallbiz/content/apr2008/sb20080430_356835.htm

WHERE DOES MARKETING STOP AND PR START? (Or Vice Versa, Depending on Your Perspective)

BRAND REPUTATION MANAGEMENT CRITICAL Can’t Afford To Be The Ostrich!! Must Do It Both Effectively and Efficiently!!!!

Can’t Afford To Be The Ostrich!!

Must Do It Both Effectively and Efficiently!!!!