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Online Reputation
Management
through Social Media
by Rajaie Haddad
December 2013

@Bigullak Follow us on

@TheDigitalMC or...
@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
Online Reputation Management is the process that
businesses and individuals follow that involves
“recovering” their online...
This should be followed by “maintaining” that
image which involves monitoring and
responding to what is being said about y...
Before the
Internet,
we used to
gather to
share our
passions

@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedig...
Early
Internet
included
message
boards and
chat rooms

@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmar...
People started creating online
demand for business
Digital Marketing
@Bigullak Follow us on

@TheDigitalMC or Like us on

...
The creation of demand using the power of the Internet
and digital technologies which are interactive medium
that allow fo...
Online Marketing is a reversed marketing where the
Consumer promotes the products/services through
reviews rather than the...
@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
Key Tactics – Involvement

@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
Positive reviews by your
customers can counter
negative criticism.

@Bigullak Follow us on

@TheDigitalMC or Like us on

/...
Encourage your clients to talk
positively in social media.

@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigit...
In some cases, the
power of negative
criticism may kill
your brand - silently.

@Bigullak Follow us on

@TheDigitalMC or L...
Interact with people and
appreciate their contribution.

@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalm...
@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
Create a Digital Plan!

@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
1

2

3

4

5

Who/where
are my
audience?
Pick 5 top audience groups (There may only
be one)

@Bigullak Follow us on

@The...
1

2

3

4

5

What do I
want to tell
them?
Pick 5 top Messages you want to get out

@Bigullak Follow us on

@TheDigitalMC...
1

2

3

4

5

How am I
going to tell
them?
Pick 5 top ways you are going to use

@Bigullak Follow us on

@TheDigitalMC or...
1

2

3

4

5

What
content am I
going to
create?
Pick 5 top types of content you will use

@Bigullak Follow us on

@TheDi...
1

2

3

4

5

How often
/when am I
going to
post?
Pick 5 top moments in a day or week you
will post

@Bigullak Follow us ...
1

2

3

4

5

@Bigullak Follow us on

Which social
media sites
will I use?
Pick 5 top sites that will be useful to you

@...
Which tools am I
going to use to
measure my success
Pick 5 top tools. (You may only decide
to use one)

Some of the tools ...
@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
Free social media monitoring tools

Develop a Listening Process. This must include multiple methods for listening to what
...
Free social media monitoring tools

Daily or real-time alerts emailed to you whenever a specific
keyword (chosen by you) i...
Free social media monitoring tools

A social media search engine that searches user generated
content such as blogs, comme...
Free social media monitoring tools

FriendFeed Search - Scans all FriendFeed activity.

Alerts you to when a Wikipedia ent...
Free online reputation management tools.

• You must establish an Engagement Policy, which defines how you will respond to...
Free online reputation management tools.

Twitter is a social networking and micro-blogging service.

Facebook is a social...
Free online reputation management tools.

Wikipedia is a free, web-based, collaborative, multilingual
encyclopedia.

Slide...
Free online reputation management tools.

Knol is a Google project to create, collaborate on, and publish
credible web con...
Free online reputation management tools.

Blogger is a blog storage service that allows private or multiuser blogs with ti...
Free online reputation management tools.

Ning is an online platform for people to create their
own social networks.

Type...
Free online reputation management tools.

Mixx is a user-driven social media web site that serves to
help users submit or ...
Free online reputation management tools.

BoardTracker is the leading search engine for message
boards and forums and prov...
Free online reputation management tools.

Google Books is a service from Google to search and preview
millions of books fr...
Free online reputation management tools.

Ecademy is an social networking site for business people
worldwide.

Ziggs is a ...
• Very soon, this form of rating will not only be for organizations; soon we
will have the power to rate people and impact...
• for corporations, tools like Klout.com and Addictomatic.com, can be utilized to create
a sort of standardized scoring sy...
The formula will be built around the following variables:
1) The amount of content produced online.

2) The quality of tha...
Free online reputation management tools.

Radian6 gives you a complete platform to listen, measure
and engage with your cu...
Free online reputation management tools.

Buzzgain reveals influential voices and corresponding
conversations so that comp...
Free online reputation management tools.

Provides Market Intelligence Solutions through real time
monitor and analysis of...
@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
Online Reputation Management

Exercise
Google
Alerts
Social
Mention
Social
Pointer
@Bigullak Follow us on

@TheDigitalMC o...
Building Online
Personal Brand

@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
5 questions
What are you passionate about?

What motivates you?
What makes you different?
What image do you want to projec...
5 ways

@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe
@Bigullak Feel Free to
Contact Me:
haddad.rajaie@gmail.com
Twitter.com/Bigullak or
Twitter.com/TheDigitalMC
Linkedin.com/i...
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Online Reputation Management and Social Media Marketing

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Online Reputation Management through the proper utilization of Social Media networks. How to research what they are saying about your brand (business and personal), how to engage with your audience online, and how to measure online performance.. Many free tools are included and tips to build a structured digital strategy.

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Transcript of "Online Reputation Management and Social Media Marketing"

  1. 1. Online Reputation Management through Social Media by Rajaie Haddad December 2013 @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  2. 2. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  3. 3. Online Reputation Management is the process that businesses and individuals follow that involves “recovering” their online image, as well as “building” a more positive one. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  4. 4. This should be followed by “maintaining” that image which involves monitoring and responding to what is being said about your business online. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  5. 5. Before the Internet, we used to gather to share our passions @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  6. 6. Early Internet included message boards and chat rooms @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  7. 7. People started creating online demand for business Digital Marketing @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  8. 8. The creation of demand using the power of the Internet and digital technologies which are interactive medium that allow for the exchange of values… Business Users Time Entertainment Attention Benefits Advocacy Utilities / Services @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  9. 9. Online Marketing is a reversed marketing where the Consumer promotes the products/services through reviews rather than the Company… U G C – User Generated Content W O M – Word of Mouth @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  10. 10. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  11. 11. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  12. 12. Key Tactics – Involvement @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  13. 13. Positive reviews by your customers can counter negative criticism. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  14. 14. Encourage your clients to talk positively in social media. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  15. 15. In some cases, the power of negative criticism may kill your brand - silently. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  16. 16. Interact with people and appreciate their contribution. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  17. 17. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  18. 18. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  19. 19. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  20. 20. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  21. 21. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  22. 22. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  23. 23. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  24. 24. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  25. 25. Create a Digital Plan! @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  26. 26. 1 2 3 4 5 Who/where are my audience? Pick 5 top audience groups (There may only be one) @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  27. 27. 1 2 3 4 5 What do I want to tell them? Pick 5 top Messages you want to get out @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  28. 28. 1 2 3 4 5 How am I going to tell them? Pick 5 top ways you are going to use @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  29. 29. 1 2 3 4 5 What content am I going to create? Pick 5 top types of content you will use @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  30. 30. 1 2 3 4 5 How often /when am I going to post? Pick 5 top moments in a day or week you will post @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  31. 31. 1 2 3 4 5 @Bigullak Follow us on Which social media sites will I use? Pick 5 top sites that will be useful to you @TheDigitalMC or Like us on /thedigitalmarketingcafe
  32. 32. Which tools am I going to use to measure my success Pick 5 top tools. (You may only decide to use one) Some of the tools are… Insight (within facebook) Google Analytics Google Alerts SproutSocial SocialMention Blog Comments Number of fans/likes/visitors/shares/engaged users etc. SimplyMeasured @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  33. 33. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  34. 34. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  35. 35. Free social media monitoring tools Develop a Listening Process. This must include multiple methods for listening to what people might be saying about you online. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  36. 36. Free social media monitoring tools Daily or real-time alerts emailed to you whenever a specific keyword (chosen by you) is mentioned. Search engine and monitoring tool for user-generated media and blogs. Twitter’s very own search tool is a great resource. Can be subscribed to as an RSS ffed. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  37. 37. Free social media monitoring tools A social media search engine that searches user generated content such as blogs, comments, bookmarks, events etc. A web-based personal news aggregator that can be used in place of a desktop client. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  38. 38. Free social media monitoring tools FriendFeed Search - Scans all FriendFeed activity. Alerts you to when a Wikipedia entry has been changed. A simple way for you to begin measuring your brand’s visibility on the social web. This service watches comments/follow-ups on Blog posts and similar content such as Flickr or Digg. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  39. 39. Free online reputation management tools. • You must establish an Engagement Policy, which defines how you will respond to the positive and negative things said about you and your brand. • You must determine who will respond, when they will respond, and how they will respond. This is critical because you want to minimize negative mentions or get people to retract them because you reached out. And, you want to see positive mentions as possible connections and sales opportunities. • The most profound tool for establishing an engagement policy is to actually engage! • Be present within the community of your fans and consumers by posting on their sites, interacting on microblogs like Twitter and your website, and by developing an open-dialogue. • This type of community building will do a lot towards keeping a positive online reputation. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  40. 40. Free online reputation management tools. Twitter is a social networking and micro-blogging service. Facebook is a social networking site which helps you to connect and share with the people in your life. YouTube is a video-sharing website on which users can upload, share, and view videos. LinkedIn is a professional business-oriented social networking site to strengthen and extend your existing network of trusted contacts. Squidoo is the popular publishing platform and community that allows users to create pages (called lenses) for subjects of interest. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe www.fpov.com
  41. 41. Free online reputation management tools. Wikipedia is a free, web-based, collaborative, multilingual encyclopedia. SlideShare is the world's largest community for sharing presentations. Scribd is a social publishing site, which allows people to share original writings and documents. Hubpages is a publishing platform to publish, discover and interact with people who share their interests. Posterous is a blogging platform that lets you post things online using email at post@posterous.com @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  42. 42. Free online reputation management tools. Knol is a Google project to create, collaborate on, and publish credible web content. Google Profile is a Google service allowing users to collect and display information about themselves. Tumblr is a blogging platform that allows users to post text, images, video, links, quotes, and audio to their tumblelog, a short-form blog. Technorati is an Internet search engine for searching blogs. Identi.ca is a micro-blogging service based on the Free Software Laconica tool. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  43. 43. Free online reputation management tools. Blogger is a blog storage service that allows private or multiuser blogs with time-stamped entries. Flickr is an image and video hosting website, web services suite, and online community. Delicious is a social bookmarking web service for storing, sharing, and discovering web bookmarks. Google Sites is a structured wiki offered by Google as part of Google Apps to create and share webpages. CrunchBase is the free database of technology companies, people, and investors that anyone can edit. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  44. 44. Free online reputation management tools. Ning is an online platform for people to create their own social networks. TypePad is a blogging service that allows to create a blog in minutes. Wikio is an European search engine for news and blogs. FriendFeed is a real-time feed aggregator that consolidates the updates from social media and social networking websites, social bookmarking websites, blogs and microblogging updates. StumbleUpon is an Internet community that allows its users to discover and rate Web pages, photos, and videos. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  45. 45. Free online reputation management tools. Mixx is a user-driven social media web site that serves to help users submit or find content by peers based on interest and location. Vox is a free personal blogging service where people share thoughts, photos, videos & more with friends & family. Plaxo is an online address book and social networking service that helps people to stay in touch with their valuable work and personal contacts. Multiply is a social networking site to create, share and discuss blogs, photos, videos and music with others. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  46. 46. Free online reputation management tools. BoardTracker is the leading search engine for message boards and forums and provides innovative search, analysis and social networking technology. Vimeo is a respectful community of creative people who are passionate about sharing the videos they make. Viddler is an interactive online video platform for uploading, sharing, enhancing, tagging, commenting on, and forming groups around videos. Friendster is a leading global social networking website focussing on genuine friendships and discovering new people through friends. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  47. 47. Free online reputation management tools. Google Books is a service from Google to search and preview millions of books from libraries and publishers worldwide. SlideBoom is an online service for PowerPoint presentations sharing. Brightkite is a location-based social networking website that is available on any mobile device. Jaiku is a social networking, micro-blogging service to connect with friends by sharing short messages. Plurk is a free social networking and micro-blogging service to send updates through short messages. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  48. 48. Free online reputation management tools. Ecademy is an social networking site for business people worldwide. Ziggs is a social networking site for business professionals for creating and managing your online brand. Netvibes is the first personalized dashboard publishing platform for the Web. YouAre is a free service to share everything you do throughout the day while connecting with others quickly and easily. Ustream is the leading interactive broadcast platform for live video streaming. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  49. 49. • Very soon, this form of rating will not only be for organizations; soon we will have the power to rate people and impact their online reputations. • Your Measurement System Strategy needs to tell you how many times you were mentioned a month, what the sentiment ratio was positive to negative, and your effectiveness in customer service (getting people to delete negative mentions or ratings). @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  50. 50. • for corporations, tools like Klout.com and Addictomatic.com, can be utilized to create a sort of standardized scoring system- much like a credit score- and can denote the online relevancy of an organization. These scoring systems will be used as another way to measure a person’s or an organization’s value to the business world. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  51. 51. The formula will be built around the following variables: 1) The amount of content produced online. 2) The quality of that content (judged by how many people rate it or share it with friends) 3) The amount of trans-media connections a person has. 4) The ratio of positive to negative mentions that are posted about you or your company online. These measurements will be viewed as way to see how well thought of a brand is, and how much value they bring to the collective. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  52. 52. Free online reputation management tools. Radian6 gives you a complete platform to listen, measure and engage with your customers across the entire social web. Scout Labs is how teams tune in to social media. It is the simplest, most intuitive way to measure and manage social media. BuzzLogic is a digital media company with a data-driven ad platform built from the ground up to optimize advertising across. Provides industry standard measurements for internet video campaigns. It gives data for complete end-to-end view of video campaign performance. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  53. 53. Free online reputation management tools. Buzzgain reveals influential voices and corresponding conversations so that companies can listen, learn, and engage in the connection of mutually beneficial relationships. Visible Technologies helps companies listen and learn what consumers are saying about them online, and it enables brands to participate. Jive's collaboration software connects employees, partners, and customers to change the way work gets done in the global enterprise. Statsit Monitor is the only media tracking tool for monitoring brands and topics, that connects social media activities with financial metrics. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  54. 54. Free online reputation management tools. Provides Market Intelligence Solutions through real time monitor and analysis of the opinions that people post in Blogs, Forums, Review Sites and Social Networks. Trackur is a social media monitoring tool designed to assist companies and PR professionals in tracking what is said about brands on the internet. Delivers worldwide business news and information and powerful searching to provide customers with relevant information to inspire their business decisions. Buzz Numbers is an online conversation analysis company that enables its corporate clients to track, monitor and learn from online conversations. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  55. 55. @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  56. 56. Online Reputation Management Exercise Google Alerts Social Mention Social Pointer @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  57. 57. Building Online Personal Brand @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  58. 58. 5 questions What are you passionate about? What motivates you? What makes you different? What image do you want to project? What can you do to be seen as a leader? @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  59. 59. 5 ways @Bigullak Follow us on @TheDigitalMC or Like us on /thedigitalmarketingcafe
  60. 60. @Bigullak Feel Free to Contact Me: haddad.rajaie@gmail.com Twitter.com/Bigullak or Twitter.com/TheDigitalMC Linkedin.com/in/rajaiehaddad Facebook.com/TheDigitalMarketingCafe @Bigullak FollowAbout.me/RajaieHaddad Like us on us on @TheDigitalMC or /thedigitalmarketingcafe

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