Managing Your         Online Reputation                               Business Women’s Expo March 1, 2011                 ...
"If you want to protect your companys image, you               need to rethink your reputation management and             ...
More ways to connect to each                         other                                     Source: HubSpot            ...
Recognize that people are                        talking before its too late                                              ...
Build a Social Media Business     Goal    16,000 ft                             Strategy  Strategy    Tools               ...
Goals for your brand?              •   Build professional network              •   Create buzz              •   Thought le...
Know your goal, build a strategy                        Listen & respond                        Put human face on business...
http://bit.ly/hmCudD   How to Leverage Social Media Optimization                                                          ...
Social Media Branding Tactics               • Create a homebase               • Create passports on other networks        ...
Online Reputation Management               Listen to what     Talk to people   Engage people   Measure what is            ...
Define Monitoring Process                        Bottom up approach                        – Public data                   ...
Listen to what people are talking about?                        Time for some vanity searches -   setup alerts            ...
Free Listening Tools                        Technorati Search                              Google   Alerts                ...
Understand your audience                  Technographics                  Demographics                  Influencers        ...
Understand Your Audience                                           15Monday, March 7, 2011                           15
Identify Influencers                               FaceBook                                                                ...
Engage                                                Engage                        Network                 people by     ...
Time, tools and tactics                        Listening            Participation                        Generate Buzz    ...
Tool Hierarchy                                    Micro                                  Blogging                         ...
Measure Success                    •   Webfluenz                    •   Lithium                    •   Radian6             ...
Tools for Tracking                                             21Monday, March 7, 2011                             21
What does success look like?            Reach             •    Traffic                                                    ...
But what about me?                                             23Monday, March 7, 2011                             23
Short-term strategy               SEO and Social Media                         Make brand optimization a process          ...
105 4/09                              30,500 02/11                                             Website              Linked...
Places to start making a reputation                   www.knowem.com                   www.namecheck.com                  ...
Top Tips for Personal Reputation Management                   1. Buy domain names - names you are protecting              ...
For social networking sites            The profile is more than your picture             and name                  Consist...
Key attributes of any profile                        Image                        Look and feel                        L...
Consistent messageMonday, March 7, 2011                        30
Why is network size important?                  Network - size matters, you must grow                  Contribute – thru q...
LinkedInMonday, March 7, 2011              32
FaceBookMonday, March 7, 2011              33
When things go wrong            24 hours is an eternity onlineMonday, March 7, 2011                          34
When things go wrong             If you find a negative situation:                    Research – what is the truth?        ...
Summary                • Clarify – How are you going to achieve an                  objective?                • Build soci...
We provide:                             Technical Product Expertise                             Manufacturing experience  ...
Strategic Alliances                            • Wendy Soucie Consulting                            • End Result Marketing...
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Online reputation management using social media | Wendy Soucie Consulting

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Wendy Soucie , social media strategist (www.wendysoucie.com) presented Managing your online reputation at the March 2011 Business Womens Expo held in Madison WI.

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Online reputation management using social media | Wendy Soucie Consulting

  1. 1. Managing Your Online Reputation Business Women’s Expo March 1, 2011 Madison, WI 25 years + experience B2B & B2C Experience – non profit, professional services, manufacturing, engineering, architecture, accounting, IT consulting service firms. Unique focus - complex products, building social business relationships Based in the Midwest with national reach.Monday, March 7, 2011 1
  2. 2. "If you want to protect your companys image, you need to rethink your reputation management and acknowledge that you have considerably less control over your corporate messages than you had a few years ago." - Leslie Gaines-Ross, Chief Reputation Strategist at Weber Shandwick 2Monday, March 7, 2011 2
  3. 3. More ways to connect to each other Source: HubSpot 3Monday, March 7, 2011 3
  4. 4. Recognize that people are talking before its too late 4Monday, March 7, 2011 4
  5. 5. Build a Social Media Business Goal 16,000 ft Strategy Strategy Tools 5Monday, March 7, 2011 5
  6. 6. Goals for your brand? • Build professional network • Create buzz • Thought leadership • Grow revenue • AwarenessMonday, March 7, 2011 6
  7. 7. Know your goal, build a strategy Listen & respond Put human face on business Entertain Tell your stories Create community of evangelists Collect ideas and customer input Drive targeted and qualified traffic 7Monday, March 7, 2011 7
  8. 8. http://bit.ly/hmCudD How to Leverage Social Media Optimization 8Monday, March 7, 2011 8
  9. 9. Social Media Branding Tactics • Create a homebase • Create passports on other networks • Build outposts • Be a content creator • Be an active commenter • Find and nurture your community • Face to face still matters • Promotion - yourself and others Source: adapted from Chris Brogan 9Monday, March 7, 2011 9
  10. 10. Online Reputation Management Listen to what Talk to people Engage people Measure what is people say like they are by building being said people relationships “Establish prominence for yourself because it makes you a little more valuable.” - Scott Monty, Ford Motor Company 10Monday, March 7, 2011 10
  11. 11. Define Monitoring Process Bottom up approach – Public data – Keyword /phrase search – Known information – Reporting tools 11Monday, March 7, 2011 11
  12. 12. Listen to what people are talking about? Time for some vanity searches - setup alerts 1. Company name 2. Company url 3. Products 4. Public facing employees Listen to 5. Competing products what 6. Add Descriptions people say name + sucks name +bad name + rocks Company product + review Company + ripoff Company + complain 12Monday, March 7, 2011 12
  13. 13. Free Listening Tools Technorati Search Google Alerts Compete.com Google Reader Search.Twitter.com Google Analytics Trendrr Google Keyword Addictomatic Socalmention Xeesm Tweetalarm Tweetbeeb List of 26 tools http://www.socialmediatoday.com/SMC/155299 http://www.dreamgrow.com/46-free-social-media-monitoring-tools/ 13Monday, March 7, 2011 13
  14. 14. Understand your audience Technographics Demographics Influencers Talk to people like they are people 14Monday, March 7, 2011 14
  15. 15. Understand Your Audience 15Monday, March 7, 2011 15
  16. 16. Identify Influencers FaceBook Blogs YouTube Yahoo, Delicious, other niche Twitter sites LinkedIn http://www.wendysoucie.com/social-media/citrixwebex-social-media-assessment-by-social-media-academy-alumni/ 16Monday, March 7, 2011 16
  17. 17. Engage Engage Network people by building Contribute relationships Participation • Track so you can begin to measure ROI and social capital value 17 http://socialmedia-academy.com 17Monday, March 7, 2011 17
  18. 18. Time, tools and tactics Listening Participation Generate Buzz Share Content Social Networking Community building 30 23 15 8 0 Time Source: Beth KantarMonday, March 7, 2011 18
  19. 19. Tool Hierarchy Micro Blogging Easier adoption for SMB Social Networks Social Bookmarking Social Directory Search RSS Feeds Blogging /Content Generation John Jantsch, Duct Tape Marketing, Microsoft Live Office 19Monday, March 7, 2011 19
  20. 20. Measure Success • Webfluenz • Lithium • Radian6 • Xeesm • Alterian Measure what is being • Trackur said • GuestPulse 20Monday, March 7, 2011 20
  21. 21. Tools for Tracking 21Monday, March 7, 2011 21
  22. 22. What does success look like? Reach • Traffic Engagement and Influence •Sharing and evangelism • Interaction • Trust At the end of the day •Commenter authority and influence •Retention – connections, clients, etc – it needs to make Action and insight •Favorites, Friends, Fans, Connections • • money for the Sales Customer engagement company • Customer satisfaction and loyalty 22 Source: Econsultancy – Chris Lake, Tactica and Digital Resource Group, Measuring the influence of social mediaMonday, March 7, 2011 22
  23. 23. But what about me? 23Monday, March 7, 2011 23
  24. 24. Short-term strategy SEO and Social Media Make brand optimization a process Optimize all digital assets Optimize across all departments Don’t underestimate local search directoriesMonday, March 7, 2011 24
  25. 25. 105 4/09 30,500 02/11 Website LinkedIn Directory TwitterMonday, March 7, 2011 25
  26. 26. Places to start making a reputation www.knowem.com www.namecheck.com www.usernamecheck.com 26Monday, March 7, 2011 26
  27. 27. Top Tips for Personal Reputation Management 1. Buy domain names - names you are protecting 2. Build websites - SEO for pages you create 3. Consider blogging - make it fit for you strategy 4. Add subdomains - site within site 5. Use social networks - social media optimization 6. Post pictures to Flickr - tag and describe 7. Register your name /brand everywhere 8. Use personal branding sites - complete them 9. Avoid video sites unless using as marketing tool or networking platform 10. Already in trouble? Consider hiring a focused reputation management company Source: John Dozier - Google Bomb 27Monday, March 7, 2011 27
  28. 28. For social networking sites The profile is more than your picture and name Consistency of brand message Evolves over time with your network Time is of essence Claim same profile name in all places 22 28Monday, March 7, 2011 28
  29. 29. Key attributes of any profile Image Look and feel Link back to key sites – website, blog, social media link (www.xeesm.com) Marketing Focused – use keywords to attract 29Monday, March 7, 2011 29
  30. 30. Consistent messageMonday, March 7, 2011 30
  31. 31. Why is network size important? Network - size matters, you must grow Contribute – thru questions, blog posts, events, knowledge share Participation – thru feedback, comments, views, downloads, bookmarking or other consumptionMonday, March 7, 2011 31
  32. 32. LinkedInMonday, March 7, 2011 32
  33. 33. FaceBookMonday, March 7, 2011 33
  34. 34. When things go wrong 24 hours is an eternity onlineMonday, March 7, 2011 34
  35. 35. When things go wrong If you find a negative situation: Research – what is the truth? Not true, provide the facts and ask for corrections Yes true, then offer to discuss offline Be ready to respond with your own blog Be honest, be transparent and LISTEN Respond with a timely thoughtful responseMonday, March 7, 2011 35
  36. 36. Summary • Clarify – How are you going to achieve an objective? • Build social – What element of plan extends into social and brand? • Learn from others – Is it tailored to your situation? • Be realistic – What resources do you have? • Get training – Do you know how to apply the tools? • Define success Business Brand Marketing • Clarify • Extend • Tools 36Monday, March 7, 2011 36
  37. 37. We provide: Technical Product Expertise Manufacturing experience Social media assessments Marketing best practices Thought leadership strategies Social media building blocks Training on tools and strategy Implementation help and coaching Network . Contribute . Participate Social web links: http://xeesm.com/wendysoucie 37Monday, March 7, 2011 37
  38. 38. Strategic Alliances • Wendy Soucie Consulting • End Result Marketing • Nurture marketing, research, social media • Social Media Academy • Certified Social Media Consultant • Founding Gold Member and Alumni • Black Diamond Consultant • Social Media Academy Faculty 2011 • Xeesm – Social CRM – Business Partner – Wisconsin • Photo credits Istock Photo • AdzZoo Local Search Marketing • Integrated Alliances Certified LinkedIn Trainer 38Monday, March 7, 2011 38

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