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Online Reputation Management, Angie Pascale, Power of eMarketing

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

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Online Reputation Management, Angie Pascale, Power of eMarketing

  1. 1. eManaging Social Media:Reputation Management<br />Angie Pascale<br />Social Media Manager<br />Location3 Media<br />
  2. 2. @AngiePascale#EMARepMgmt<br />
  3. 3. What is online reputation management?<br />EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT<br />@AngiePascale | #EMARepMgmt<br />
  4. 4. Identifying conversations about your brand that are taking place online<br />Learning from these conversations<br />Taking steps to control and steer these conversations <br />@AngiePascale | #EMARepMgmt<br />
  5. 5. Why is it important?<br />EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT<br />@AngiePascale | #EMARepMgmt<br />
  6. 6. Social User Stats<br />147.8 million social media users<br />64% of internet users are on social<br />Older boomers are fastest growing segment of social users; 32% increase<br />@AngiePascale | #EMARepMgmt<br />Source: eMarketer, Dec 2010<br />
  7. 7. Attitudes about Social Interactions<br />“I value the opinions other people share on social media”<br /><ul><li>68% - millennials
  8. 8. 50% - older boomers</li></ul>“I feel important when I give my feedback out brands, products and services in social media”<br />47% - millennials<br />30% - older boomers<br />@AngiePascale | #EMARepMgmt<br />Source: eMarketer, Feb 2011<br />
  9. 9. What People Do in Social <br />@AngiePascale | #EMARepMgmt<br />Source: Forrester Research, 2000<br />
  10. 10. Social Traffic Stats<br /><ul><li>Social Traffic increased approx. 180% in one year
  11. 11. Google traffic decreased approx. 15% in one year</li></ul>@AngiePascale | #EMARepMgmt<br />
  12. 12. Do you have dirty laundry?<br />@AngiePascale | #EMARepMgmt<br />
  13. 13. What can you learn?<br />EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT<br />@AngiePascale | #EMARepMgmt<br />
  14. 14. Beyond Customer Service<br />@AngiePascale | #EMARepMgmt<br />
  15. 15. Benefits of Listening<br />@AngiePascale | #EMARepMgmt<br />
  16. 16. Lawsuit Prevention <br />@AngiePascale | #EMARepMgmt<br />
  17. 17. ReduceNegative Chatter<br />@AngiePascale | #EMARepMgmt<br />
  18. 18. Enhance Customer Experience<br />@AngiePascale | #EMARepMgmt<br />
  19. 19. Improve Corporate Policies<br />@AngiePascale | #EMARepMgmt<br />
  20. 20. Enhance PR Efforts<br />@AngiePascale | #EMARepMgmt<br />
  21. 21. New Marketing Initiatives <br />@AngiePascale | #EMARepMgmt<br />
  22. 22. Role of seo in rep mgmt<br />EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT<br />@AngiePascale | #EMARepMgmt<br />
  23. 23. @AngiePascale | #EMARepMgmt<br />
  24. 24. Outranking Negative Content<br />@AngiePascale | #EMARepMgmt<br />
  25. 25. Create Profile on Social Networks<br />@AngiePascale | #EMARepMgmt<br />
  26. 26. Create Microsites<br />Develop new online assets to rank for brand terms (or other desired phrases)<br />Purchase branded URLs<br />Write compelling copy<br />Optimize site architecture with key phrases<br />Anchor text backlinks<br />@AngiePascale | #EMARepMgmt<br />
  27. 27. @AngiePascale | #EMARepMgmt<br />
  28. 28.
  29. 29. How to monitor<br />EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT<br />@AngiePascale | #EMARepMgmt<br />
  30. 30. Monitoring Software<br />@AngiePascale | #EMARepMgmt<br />
  31. 31. Manual Monitoring<br />Customer Review Sites<br />Facebook<br />LinkedIn<br />Wikipedia<br />YouTube Comments: http://www.youtube.com/comment_search<br />@AngiePascale | #EMARepMgmt<br />
  32. 32. How to respond<br />EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT<br />@AngiePascale | #EMARepMgmt<br />
  33. 33. Delete comment<br />Deciding When to Respond<br />Did they use profanity or sexual language?<br />Delete comment<br />Obvious spam or advertisement?<br />Respond with appropriate information and links.<br />On channel your brand controls?<br />Public site where anyone can create profile?<br />Respond in timely fashion<br />Can you use common knowledge to respond?<br />Note and take necessary action, but don’t respond.<br />Track down info and respond when available.<br />@AngiePascale | #EMARepMgmt<br />
  34. 34. Deciding How to Respond<br />Decision tree<br />FAQs for employees; great for large teams<br />Develop online FAQ and continually update; use as resource when responding<br />@AngiePascale | #EMARepMgmt<br />
  35. 35. Transparency<br />Open and honest<br />Take responsibility if it’s really your fault<br />Explain how you’ll fix it<br />Negative reviews may convert more effectively; consumers place more trust in brand that will provide honest feedback<br />@AngiePascale | #EMARepMgmt<br />
  36. 36. Negative Responses<br />Do not delete conversations just because they are negative <br />Responding shows that you are attentive to customers, concerned with their experience and willing to work in public to resolve issues<br />Offer apology, factual details, links or other info<br />“We’re looking into the issue” is completely valid<br />@AngiePascale | #EMARepMgmt<br />
  37. 37. Positive Responses<br />Don’t just concentrate on unfavorable reviews<br />Responding to positive comments also shows that you are alert and gracious<br />Thank user for mentioning your business and their continued support<br />@AngiePascale | #EMARepMgmt<br />
  38. 38. Community Guidelines<br />Create page on website that describes how you handle conversations on your social networks<br />List reasons you will remove content (e.g. profanity, sexual reference, etc.)<br />Use disclaimer indicating your discretion for deleting any conversation<br />@AngiePascale | #EMARepMgmt<br />
  39. 39. @AngiePascale | #EMARepMgmt<br />
  40. 40. Facebook Moderation<br />@AngiePascale | #EMARepMgmt<br />
  41. 41. Customer Review Sites<br />Higher review numbers can positively affect ranking<br />Non-conversational reviews makes approach slightly different<br />Always include contact info for follow up with current and future customers<br />Certain reviews can be flagged for spam, but must follow each site’s content guidelines<br />@AngiePascale | #EMARepMgmt<br />
  42. 42. Local Review Site Traffic Stats<br />@AngiePascale | #EMARepMgmt<br />
  43. 43. Measuring success<br />EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT<br />@AngiePascale | #EMARepMgmt<br />
  44. 44. SERP Positioning<br />@AngiePascale | #EMARepMgmt<br />
  45. 45. Conversation Share<br />@AngiePascale | #EMARepMgmt<br />
  46. 46. Sentiment Tracking<br />@AngiePascale | #EMARepMgmt<br />
  47. 47. Review Tracking<br />None of the monitoring software pulls results from all customer review sites<br />Must manually monitor these listings<br />Note any new reviews during month, those with large number negative and positive reviews<br />@AngiePascale | #EMARepMgmt<br />
  48. 48. listen and learn<br />build online assets<br />engage<br />measure success<br />@AngiePascale | #EMARepMgmt<br />
  49. 49. Questions?<br />@AngiePascale#EMARepMgmt<br />

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