how to build and manage your
online reputation
@JamesTFletcher
Co-Founder
GenY’ Tip:

Social Media Management & Events

@G...
@GenYSocial / @JamesTFletcher

Co-founder of GenYSocial. Commercial & Marketing Director of CDN.net. Holder of DipCAM
GenY...
what is an online reputation?

GenY’ Tip:

Social Media Management & Events

@GenYSocial | +GenYSocial | /GenYSocial
your online reputation is made of
•
•
•
•
•
•

Press Releases
Websites
Social Media
Images
Articles
Blogs
GenY’ Tip:

Soci...
we do believe what we read
92% of consumers trust opinions posted online by
other consumers (WPR.org 2013)
– 70% trust unk...
Source: saleforce 2012

94% are more willing to spread the
bad experience not the good one

GenY’ Tip:

Social Media Manag...
why does it matter?

GenY’ Tip:

Social Media Management & Events

@GenYSocial | +GenYSocial | /GenYSocial
you don’t know what they’re saying

GenY’ Tip: leaving bad reviews, content will haunt your brand for a long time.

Social...
maybe your work is being copied?

GenY’ Tip:

Social Media Management & Events

@GenYSocial | +GenYSocial | /GenYSocial
or an employer is checking you out

GenY’ Tip: around 40% of companies check social media before hiring in the UK.

Social...
time to assess your current
online reputation

GenY’ Tip:

Social Media Management & Events

@GenYSocial | +GenYSocial | /...
know what’s out there
‘me on the web’ in google dashboard

or use socialmention.com

GenY’ Tip:

Social Media Management &...
home made reputation assessment
create a spreadsheet…
– search
•
•
•
•

full names
company names
brands
keywords

– add an...
what is considered positive?

GenY’ Tip:

Social Media Management & Events

@GenYSocial | +GenYSocial | /GenYSocial
what is considered negative?

GenY’ Tip:

Social Media Management & Events

@GenYSocial | +GenYSocial | /GenYSocial
got you worried?

GenY’ Tip:

Social Media Management & Events

@GenYSocial | +GenYSocial | /GenYSocial
developing your
online reputation strategy

GenY’ Tip:

Social Media Management & Events

17
what are you trying to achieve?

GenY’ Tip:

Social Media Management & Events

18
I want a job…

GenY’ Tip:

Social Media Management & Events

@GenYSocial | +GenYSocial | /GenYSocial
I’m starting a company…

GenY’ Tip:

Social Media Management & Events

@GenYSocial | +GenYSocial | /GenYSocial
follow that with…
how do you want to be perceived?

GenY’ Tip:

Social Media Management & Events

@GenYSocial | +GenYSocia...
that night you got too drunk…
• pic
• what happened in vegas won’t say in vegas
anymore.

GenY’ Tip:

Social Media Managem...
or the ideal candidate

GenY’ Tip:

Social Media Management & Events

@GenYSocial | +GenYSocial | /GenYSocial
so what do you do with this list?

GenY’ Tip:

Social Media Management & Events

@GenYSocial | +GenYSocial | /GenYSocial
get content removed
- contact site owners
- or use google legal help
- ask to be untagged
- delete it if it’s yours

GenY’...
create new content to ‘push down’
the negative online reputation

GenY’ Tip:

Social Media Management & Events

@GenYSocia...
the positive
online reputation toolbox

GenY’ Tip:

Social Media Management & Events

@GenYSocial | +GenYSocial | /GenYSoc...
get a website for you / your brand

GenY’ Tip: OPTIMISE, OPTIMIZE, OPTIMISE, OPTIMIZE!

Social Media Management & Events

...
create a blog & write relevant posts

GenY’ Tip: post daily if you can, and a range of content – words, pictures, video

S...
create & share press releases

GenY’ Tip: distribute via blog, social media, prweb.com etc.

Social Media Management & Eve...
write for others about your passion

GenY’ Tip: contact smaller blogs if you have no credentials, and built it up!

Social...
have a presence on social

GenY’ Tip: always complete your profiles in full, it’s good practice!

Social Media Management ...
but what social channels, and why…
and what content…

GenY’ Tip:

Social Media Management & Events

@GenYSocial | +GenYSoc...
Source: Netbase

facebook inspires fashion decisions

GenY’ Tip: 72% of social shoppers & 56% of fashionistas use fb for t...
Source: Netbase

blogs & message boards

GenY’ Tip: 62% fashionistas & 64% social shoppers consult before buying

Social M...
Source: Netbase

pinterest influences 27% buyers

GenY’ Tip: approx half fashionistas and social shoppers look for inspira...
Source: Netbase

instagram most inspiring platform

GenY’ Tip: inspires decisions for 42% women aged 18-29

Social Media M...
Source: Netbase

twitter isn’t a major influencer

GenY’ Tip: 75% of social shoppers, and 66% fashionistas have profiles.
...
linkedin is the online cv & job site

GenY’ Tip: kanye west advertised for the VP of production for his clothing line

Soc...
before you post
always think back to your strategy…
what do you want to achieve?
how do you want to be perceived?

GenY’ T...
utilise lcf’s social reach
follow @lcflondon and
@lcfpressoffice

like lcf on facebook too!
GenY’ Tip: lcf has 15k followe...
to-do list for right now
•
•
•
•
•
•

monitor constantly with free tools
clean up your public posts
blend strategy with cr...
infographics to maximise social
• facebook
– privacy & security tips: http://bit.ly/1c3Tonf
– tips for pages: http://bit.l...
so what are you waiting for?
questions?

GenY’ Tip:
what did y’ think? tweet me @JamesTFletcher or @GenYSocial

Social Med...
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GenYSocial - how to build and manage your online reputation [for London College of Fashion]

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On 4th December 2013, I presented these slides to the MA Students of 2014 (#LCFMA14) at London College of Fashion. We discussed how to build and manage your online reputation, why it's important and gave an action plan.

Published in: Social Media, Business, Technology
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  • http://www.flickr.com/photos/39836787@N06/11018326425/in/photolist-hMDNzg-8Mx4AQ-8BWXjs-dxUDa9-aCNgLN-efKe2j-8jcv2r-8t68zA-8wA7xt-br5er5-8FPi3p-8mdVBz-coi8Rb-dRuPsd-8GkrKL-8z6Tzi-btbGBs-aEPD5e-afvsnQ-8dHQNv-bG6t4g-9ZFGin-86Vb92-dScoAP-dKMWqm-dWUGpb-8BWCu4-9tAP3S-9iaT3R-fcfbQj-7P3Wu7-gwuTzF-7HT3a3-e36Bt6-7HP6kF-7HT2A1-7HNZDp-7HP4Bv-7HP4w6-7HT3wE-7HPajT-7HP4mP-7HSXS7-7HP59F-7HP7BX-7HT5H5-7HT2K5-7HT3fC-7HT6od-7HT4yh-7HT5Vo
  • Mannequin: http://www.flickr.com/photos/9290458@N07/3336803192/in/photolist-65RZkw-671rmA-69i2dB-69vrqy-6bemRs-6diYSW-6hAthU-6ico1P-6ngmsA-6sF63p-6tcMQZ-6tgW3s-6tgWrh-6zsUne-6E97jp-6EzPFQ-6ER9BV-6JiuSc-6N36cj-6N4enM-74XBiy-79eJaF-79jZGS-79kk72-e5YnaZ-8K3rQg-9z4NfS-9z4NbC-9z1LKH-9z4Ndu-9z1M2e-93phB2-aA7Fyh-e64ZFW-e6554q-e64Y15-e653xC-e64Xow-e654dd-e5Ynz2-e6527J-e652KG-e654Cs-e64Wms-e6563y-e5YhTg-e5YsFD-e5Ypa4-e5YiRT-e64YZf-e657b7Photographer: http://www.flickr.com/photos/drsnitch/342739704/in/photolist-whCzf-wvnix-wTMtU-y59iN-yt7WR-Ajy21-AGWNS-DNwCc-DYgZ4-DYhxk-Eto9G-EYJjs-H5hWq-JEjfe-LihcP-PbEJJ-2s4XPg-2yHKbA-2PJG81-31g3YR-3bhhFe-3mdTe8-3AN3Q1-3GGMG5-3Px5Wa-3QowUN-4bk9S2-4bor8P-4cFpjq-4fV2Wn-4fZ1Uy-4k1NBj-4ooqGc-4oBiUT-4pQDVU-4pSiwA-4rQSL1-4sp4mN-4taiGt-4txz77-4vuaxT-4weZcT-4xLKs5-4BcHhG-4CKQr5-4HmJur-4HZpMJ-4KSNaY-4SdPVa-4Si28J-4XQwtv/
  • http://www.flickr.com/photos/69660737@N07/10157876285/
  • http://www.netbase.com/press-release/netbase-retail-report-the-buying-influence-of-social-channels-in-fashion-twitter-not-as-influential-as-blogs-among-fashionable-female-consumers/
  • GenYSocial - how to build and manage your online reputation [for London College of Fashion]

    1. 1. how to build and manage your online reputation @JamesTFletcher Co-Founder GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    2. 2. @GenYSocial / @JamesTFletcher Co-founder of GenYSocial. Commercial & Marketing Director of CDN.net. Holder of DipCAM GenY’ Tip: (Digital Marketing) from CIM. Regular Speaker on tech, social and marketing automation. Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    3. 3. what is an online reputation? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    4. 4. your online reputation is made of • • • • • • Press Releases Websites Social Media Images Articles Blogs GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    5. 5. we do believe what we read 92% of consumers trust opinions posted online by other consumers (WPR.org 2013) – 70% trust unknown users – 27% trust experts – 14% trust advertising – 8% trust celebrities GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    6. 6. Source: saleforce 2012 94% are more willing to spread the bad experience not the good one GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    7. 7. why does it matter? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    8. 8. you don’t know what they’re saying GenY’ Tip: leaving bad reviews, content will haunt your brand for a long time. Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    9. 9. maybe your work is being copied? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    10. 10. or an employer is checking you out GenY’ Tip: around 40% of companies check social media before hiring in the UK. Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    11. 11. time to assess your current online reputation GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    12. 12. know what’s out there ‘me on the web’ in google dashboard or use socialmention.com GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    13. 13. home made reputation assessment create a spreadsheet… – search • • • • full names company names brands keywords – add anything negative (or positive) – check out pages 1-3 – don’t forget images! – have an action for each! Search URL Content Action Full Name linkedin.com/johnsmith online cv change Full Name twitter.com/me/status… drunk pic delete Full Name facebook.com/rugbypics wasted pic untag Company company.com/project/124 best proj promote Brand awesome.com/shoedesign my article promote Keyword designs.com/shoes/jsmith rant post counter GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    14. 14. what is considered positive? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    15. 15. what is considered negative? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    16. 16. got you worried? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    17. 17. developing your online reputation strategy GenY’ Tip: Social Media Management & Events 17
    18. 18. what are you trying to achieve? GenY’ Tip: Social Media Management & Events 18
    19. 19. I want a job… GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    20. 20. I’m starting a company… GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    21. 21. follow that with… how do you want to be perceived? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    22. 22. that night you got too drunk… • pic • what happened in vegas won’t say in vegas anymore. GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    23. 23. or the ideal candidate GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    24. 24. so what do you do with this list? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    25. 25. get content removed - contact site owners - or use google legal help - ask to be untagged - delete it if it’s yours GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    26. 26. create new content to ‘push down’ the negative online reputation GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    27. 27. the positive online reputation toolbox GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    28. 28. get a website for you / your brand GenY’ Tip: OPTIMISE, OPTIMIZE, OPTIMISE, OPTIMIZE! Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    29. 29. create a blog & write relevant posts GenY’ Tip: post daily if you can, and a range of content – words, pictures, video Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    30. 30. create & share press releases GenY’ Tip: distribute via blog, social media, prweb.com etc. Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    31. 31. write for others about your passion GenY’ Tip: contact smaller blogs if you have no credentials, and built it up! Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    32. 32. have a presence on social GenY’ Tip: always complete your profiles in full, it’s good practice! Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    33. 33. but what social channels, and why… and what content… GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    34. 34. Source: Netbase facebook inspires fashion decisions GenY’ Tip: 72% of social shoppers & 56% of fashionistas use fb for trends/fashion Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    35. 35. Source: Netbase blogs & message boards GenY’ Tip: 62% fashionistas & 64% social shoppers consult before buying Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    36. 36. Source: Netbase pinterest influences 27% buyers GenY’ Tip: approx half fashionistas and social shoppers look for inspiration Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    37. 37. Source: Netbase instagram most inspiring platform GenY’ Tip: inspires decisions for 42% women aged 18-29 Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    38. 38. Source: Netbase twitter isn’t a major influencer GenY’ Tip: 75% of social shoppers, and 66% fashionistas have profiles. Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    39. 39. linkedin is the online cv & job site GenY’ Tip: kanye west advertised for the VP of production for his clothing line Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    40. 40. before you post always think back to your strategy… what do you want to achieve? how do you want to be perceived? GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    41. 41. utilise lcf’s social reach follow @lcflondon and @lcfpressoffice like lcf on facebook too! GenY’ Tip: lcf has 15k followers, and 20.5k likes – mention and share successes! Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    42. 42. to-do list for right now • • • • • • monitor constantly with free tools clean up your public posts blend strategy with creativity to stand out choose platforms which work for you take advantage of lcf enjoy sharing your work and passions GenY’ Tip: if you have a question tweet @GenYSocial and we’ll help :) Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    43. 43. infographics to maximise social • facebook – privacy & security tips: http://bit.ly/1c3Tonf – tips for pages: http://bit.ly/1eBBIST – page engagement: http://bit.ly/19aWXqK • twitter – use http://bit.ly to shorten links – jargon helper: http://mashable.com/2013/07/19/twitter-lingo-guide • instagram – pixel perfect: http://bit.ly/ImWB9V • perfect social media posts: http://bit.ly/18eaeih GenY’ Tip: Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial
    44. 44. so what are you waiting for? questions? GenY’ Tip: what did y’ think? tweet me @JamesTFletcher or @GenYSocial Social Media Management & Events @GenYSocial | +GenYSocial | /GenYSocial

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