eManaging Social Media:Reputation Management      Angie Pascale   Social Media Manager     Location3 Media
@AngiePascale#EMARepMgmt
EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENTWHAT IS ONLINE REPUTATIONMANAGEMENT?                                         ...
Identifying conversations about your brandthat are taking place onlineLearning from these conversationsTaking steps to con...
EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENTWHY IS IT IMPORTANT?                                                @AngiePas...
Social User Stats   147.8 million social media users  64% of internet users are on social   Older boomers are fastest grow...
Attitudes about Social Interactions   “I value the opinions other people share on social media”           •   68% - millen...
What People Do in Social                 24%                37%             70%                Creators           Critics ...
Social Traffic Stats                                           Google vs. Social Traffic 120 100 80 60 40 20   0       Mar...
Do you have dirty laundry?                   @AngiePascale | #EMARepMgmt
EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENTWHAT CAN YOU LEARN?                                                @AngiePasc...
Beyond CustomerService                  @AngiePascale | #EMARepMgmt
Benefits of Listening     Prevent lawsuits     Reduce negative chatter     Prevent loss of new business     Enhance custom...
Lawsuit Prevention              @AngiePascale | #EMARepMgmt
ReduceNegative Chatter    @AngiePascale | #EMARepMgmt
Enhance Customer Experience                  @AngiePascale | #EMARepMgmt
Improve Corporate Policies                      @AngiePascale | #EMARepMgmt
Enhance PR Efforts              @AngiePascale | #EMARepMgmt
New Marketing Initiatives                            @AngiePascale | #EMARepMgmt
EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENTROLE OF SEO IN REP MGMT                                                @Angie...
@AngiePascale | #EMARepMgmt
Outranking Negative Content                          @AngiePascale | #EMARepMgmt
Create Profile on Social Networks                            @AngiePascale | #EMARepMgmt
Create Microsites•   Develop new online assets to rank for brand terms    (or other desired phrases)•   Purchase branded U...
@AngiePascale | #EMARepMgmt
EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENTHOW TO MONITOR                                                @AngiePascale |...
Monitoring Software                      @AngiePascale | #EMARepMgmt
Manual Monitoring•   Customer Review Sites•   Facebook•   LinkedIn•   Wikipedia•   YouTube Comments:    http://www.youtube...
EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENTHOW TO RESPOND                                                @AngiePascale |...
Deciding When to Respond                            Did they use profanity or    Delete comment                           ...
Deciding How to Respond•   Decision tree•   FAQs for employees; great for large teams•   Develop online FAQ and continuall...
Transparency•   Open and honest•   Take responsibility if it’s really your fault•   Explain how you’ll fix it•   Negative ...
Negative Responses•   Do not delete conversations just because they are    negative•   Responding shows that you are atten...
Positive Responses•   Don’t just concentrate on unfavorable reviews•   Responding to positive comments also shows that    ...
Community Guidelines•   Create page on website that describes how you    handle conversations on your social networks•   L...
@AngiePascale | #EMARepMgmt
Facebook Moderation                      @AngiePascale | #EMARepMgmt
Customer Review Sites•   Higher review numbers can positively affect ranking•   Non-conversational reviews makes approach ...
Local Review Site Traffic Stats              Monthly Unique Visitors                       (millions)   120   100    80   ...
EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENTMEASURING SUCCESS                                                @AngiePascal...
SERP Positioning                   @AngiePascale | #EMARepMgmt
Conversation Share                                     Conversation Share                             1.88%               ...
Sentiment Tracking                     @AngiePascale | #EMARepMgmt
Review Tracking•   None of the monitoring software pulls results from    all customer review sites•   Must manually monito...
listen and learnbuild online assets      engage measure success               @AngiePascale | #EMARepMgmt
Questions?       @AngiePascale      #EMARepMgmt
Online Reputation Management - 2011 Power of eMarketing Conference
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Online Reputation Management - 2011 Power of eMarketing Conference

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Online Reputation Management presentation by Angie Pascale, social media manager at Location3 Media. Presentation was created for and delivered at 2011 The Power of eMarketing conference in San Francisco.

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  • It will get aired in social media, so make sure to clean it up!You can also find this dirty laundry you may not have known you had.
  • Listening to and learning from social media monitoring provides invaluable insights into overall business situations, and allows you to proactively address issuesResponding to one negative comment may prevent loss of one customer, but proactively fixing issues and making widespread changes can prevent loss of thousandsSocial media monitoring can serve as evidence for making company-wide or operational changes that can retain these customers and generate new ones
  • Learn about specific locations that may not be following proper procedures, allowing you to address issue privately before it becomes a lawsuit Proactively listening to online sources may allow you to nip situation in the bud by reaching out to customer directly and resolving issue outside of courtroom
  • Eagerly and proactively helping customers resolve problems can change their opinion and create a lifelong brand advocateResponding to positive comments can be extremely effective at reinforcing good experiences and encouraging continued brand evangelism
  • Provide efficient channel to effectively handled customer service issues that were relatively unheard in the pastDiscovered potential pricing inconsistencies or other false advertisements, which may lead to further negative chatter, loss of business or even a lawsuit
  • Identify location(s) not following proper procedures, which may cause highly visible customer service issues; take steps to ensure all locations know, understand and abide by corporate policiesIdentify areas of product/service inconsistencies, take steps internally to remedy Locate other areas of confusion among customers, staff and public, and devise plan to improve these areas and communicate to public at large
  • Discover media coverage and keep a close watch as stories unfold, allowing you to react quickly and appropriatelyAlert necessary individuals and departments, identify size/reach of story and consumer sentiment, proactively develop official statementIdentify new and unique ideas for PR efforts or stunts based on customer sentiment and user generated content
  • Quickly recognize the need to implement new marketing initiativesFoursquare is a good example; may companies do not realize how many individuals checkin on a daily basis, providing a unique opportunity to further increase customer loyalty and generate in-store traffic with specialsIdentify other creative marketing strategies or tactics, and understand when to abandon those that are not performing wellIn 2010, GAP customers complained so vehemently on social networks that Gap ditched the new logo and stuck with the old.
  • Warning: These are not quick solutions that will get instant results.
  • The entire second half of the first page of results are all branded microsites that we developed and nurtured with great content, internal SEO strategy, link building, resource sections and continuous updates.
  • Do not want to respond on most forums; they are exclusive sites with loyal users, who get angry when brands become engaged.
  • Last stat is according to Brett Hurt of Bazaarvoice
  • Just make sure you follow up with user or general statement to address issue once you find answer.
  • Keep track of changes in position for various assets.
  • Brands mentions divided by total mentions
  • Online Reputation Management - 2011 Power of eMarketing Conference

    1. 1. eManaging Social Media:Reputation Management Angie Pascale Social Media Manager Location3 Media
    2. 2. @AngiePascale#EMARepMgmt
    3. 3. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENTWHAT IS ONLINE REPUTATIONMANAGEMENT? @AngiePascale | #EMARepMgmt
    4. 4. Identifying conversations about your brandthat are taking place onlineLearning from these conversationsTaking steps to control and steer theseconversations @AngiePascale | #EMARepMgmt
    5. 5. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENTWHY IS IT IMPORTANT? @AngiePascale | #EMARepMgmt
    6. 6. Social User Stats 147.8 million social media users 64% of internet users are on social Older boomers are fastest growing segment of social users; 32% increaseSource: eMarketer, Dec 2010 @AngiePascale | #EMARepMgmt
    7. 7. Attitudes about Social Interactions “I value the opinions other people share on social media” • 68% - millennials • 50% - older boomers “I feel important when I give my feedback out brands, products and services in social media” • 47% - millennials • 30% - older boomersSource: eMarketer, Feb 2011 @AngiePascale | #EMARepMgmt
    8. 8. What People Do in Social 24% 37% 70% Creators Critics SpectatorsSource: Forrester Research, 2000 @AngiePascale | #EMARepMgmt
    9. 9. Social Traffic Stats Google vs. Social Traffic 120 100 80 60 40 20 0 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Total Social Visits Total Google Organic Visits • Social Traffic increased approx. 180% in one year • Google traffic decreased approx. 15% in one year @AngiePascale | #EMARepMgmt
    10. 10. Do you have dirty laundry? @AngiePascale | #EMARepMgmt
    11. 11. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENTWHAT CAN YOU LEARN? @AngiePascale | #EMARepMgmt
    12. 12. Beyond CustomerService @AngiePascale | #EMARepMgmt
    13. 13. Benefits of Listening Prevent lawsuits Reduce negative chatter Prevent loss of new business Enhance customer experience Improve company policies Enhance PR and marketing initiatives @AngiePascale | #EMARepMgmt
    14. 14. Lawsuit Prevention @AngiePascale | #EMARepMgmt
    15. 15. ReduceNegative Chatter @AngiePascale | #EMARepMgmt
    16. 16. Enhance Customer Experience @AngiePascale | #EMARepMgmt
    17. 17. Improve Corporate Policies @AngiePascale | #EMARepMgmt
    18. 18. Enhance PR Efforts @AngiePascale | #EMARepMgmt
    19. 19. New Marketing Initiatives @AngiePascale | #EMARepMgmt
    20. 20. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENTROLE OF SEO IN REP MGMT @AngiePascale | #EMARepMgmt
    21. 21. @AngiePascale | #EMARepMgmt
    22. 22. Outranking Negative Content @AngiePascale | #EMARepMgmt
    23. 23. Create Profile on Social Networks @AngiePascale | #EMARepMgmt
    24. 24. Create Microsites• Develop new online assets to rank for brand terms (or other desired phrases)• Purchase branded URLs• Write compelling copy• Optimize site architecture with key phrases• Anchor text backlinks @AngiePascale | #EMARepMgmt
    25. 25. @AngiePascale | #EMARepMgmt
    26. 26. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENTHOW TO MONITOR @AngiePascale | #EMARepMgmt
    27. 27. Monitoring Software @AngiePascale | #EMARepMgmt
    28. 28. Manual Monitoring• Customer Review Sites• Facebook• LinkedIn• Wikipedia• YouTube Comments: http://www.youtube.com/comment_search @AngiePascale | #EMARepMgmt
    29. 29. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENTHOW TO RESPOND @AngiePascale | #EMARepMgmt
    30. 30. Deciding When to Respond Did they use profanity or Delete comment sexual language? Obvious spam or Respond with appropriate Delete comment advertisement? information and links. On channel your brand Public site where anyone controls? can create profile? Can you use common Note and take necessaryRespond in timely fashion knowledge to respond? action, but don’t respond. Track down info and respond when available. @AngiePascale | #EMARepMgmt
    31. 31. Deciding How to Respond• Decision tree• FAQs for employees; great for large teams• Develop online FAQ and continually update; use as resource when responding @AngiePascale | #EMARepMgmt
    32. 32. Transparency• Open and honest• Take responsibility if it’s really your fault• Explain how you’ll fix it• Negative reviews may convert more effectively; consumers place more trust in brand that will provide honest feedback @AngiePascale | #EMARepMgmt
    33. 33. Negative Responses• Do not delete conversations just because they are negative• Responding shows that you are attentive to customers, concerned with their experience and willing to work in public to resolve issues• Offer apology, factual details, links or other info• “We’re looking into the issue” is completely valid @AngiePascale | #EMARepMgmt
    34. 34. Positive Responses• Don’t just concentrate on unfavorable reviews• Responding to positive comments also shows that you are alert and gracious• Thank user for mentioning your business and their continued support @AngiePascale | #EMARepMgmt
    35. 35. Community Guidelines• Create page on website that describes how you handle conversations on your social networks• List reasons you will remove content (e.g. profanity, sexual reference, etc.)• Use disclaimer indicating your discretion for deleting any conversation @AngiePascale | #EMARepMgmt
    36. 36. @AngiePascale | #EMARepMgmt
    37. 37. Facebook Moderation @AngiePascale | #EMARepMgmt
    38. 38. Customer Review Sites• Higher review numbers can positively affect ranking• Non-conversational reviews makes approach slightly different• Always include contact info for follow up with current and future customers• Certain reviews can be flagged for spam, but must follow each site’s content guidelines @AngiePascale | #EMARepMgmt
    39. 39. Local Review Site Traffic Stats Monthly Unique Visitors (millions) 120 100 80 60 40 20 0 @AngiePascale | #EMARepMgmt
    40. 40. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENTMEASURING SUCCESS @AngiePascale | #EMARepMgmt
    41. 41. SERP Positioning @AngiePascale | #EMARepMgmt
    42. 42. Conversation Share Conversation Share 1.88% 9.72% Patient News 10.20% 1800Dentist 4.02% Postcard Mania Smile Reminder Other/Non- 74.17% branded @AngiePascale | #EMARepMgmt
    43. 43. Sentiment Tracking @AngiePascale | #EMARepMgmt
    44. 44. Review Tracking• None of the monitoring software pulls results from all customer review sites• Must manually monitor these listings• Note any new reviews during month, those with large number negative and positive reviews @AngiePascale | #EMARepMgmt
    45. 45. listen and learnbuild online assets engage measure success @AngiePascale | #EMARepMgmt
    46. 46. Questions? @AngiePascale #EMARepMgmt

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