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9
OnlineReputation
ThreatsThatAre
KillingBrands
Fightingonlinebrandwars?
Saddleupyourbrandagainsttheseonlinereputationatta...
1
BAD
Anytypeofpublicityis
goodforthebrandis
amyth.Bad/negative
mediacoveragecan
leadtoatrustdeficit
innotime.
BAD
BAD
Nega...
In2011,Toyotafacedtheireof
themediawhenitdelayed
recallof5.2millioncarshaving
faultysteeringproblems.Later
itwasfoundthatt...
2
NegativeVisualContent-Picturestalk
Negative,shockingorabusivephotos&videosleavegreaterimpactthan
wordscan.Biggestblunder...
NegativeVisualContent-LessonToLearn
USAirways
USAirwaysaccidentallyposted
pornographicpictureswhile
replyingtoacustomeron
...
3
FakeAccountsCreatedByHackers–MostMalicious
Saveyourbrandfrom fake
onlineaccountandintruders
whohackwebsite/profilesand
th...
FakeAccountsCreatedByHackers–LessonToLearn
WhenBPwasdealingwiththe
catastropheofoilleakinGulfof
Mexico,anewwarfront
emerge...
4
RivalA acksByCompetitors–Keepaneagleeyetocombat
Allthesearepartandparcelofbeingabrandbutifyoudon’tcontrolthe
aftereffects...
RivalA acksByCompetitors–LessonToLearn
Bendgateisaknown
controversyinvolvingiPhone
modelsfrom Apple.Although
theproblemswe...
5
Newsjacking–Don’tinvestinaflopshow
Usingbreakingnewstoboostyourreputationortryingtogeneratefakemedia
coveragecanbackfire.N...
Newsjacking–LessonToLearn
Gap,Aclothingline,tooka
hugebrandbashingwhenit
triedtonewsjackhurricane
sandytragedytopromote
it...
6
HatePagesAndWebsites–Ignoringisdeathforabrand
Commonly,thehaterspost
provokingupdates&comments
onforumsandsocialnetworks...
HatePagesAndWebsites–LessonToLearn
isonesuchwebsitethat
tarnishestheimageofthe
airlineinfrontof
prospectivecustomer.
iHate...
7
OnlineRumors–Nipinthebud
Peoplestartbelievingtowhattheyseerepetitivelyandtakeeveryrumorwitha
pinchofsalt.Keepaclosewatch...
OnlineRumors–LessonToLearn
MichaelJacksonhasbeenthe
receiverofmanyrumors
rangingfrom childmolester
toplasticsurgeries.This...
8
ReviewWebsites–Customers’feedbackseasilygetviral
One-starincreaseinYelprating
leadstoa5-10%increasein
revenueforbusiness...
ReviewWebsites–LessonToLearn
Manybrandshavetakena
beatingonwebsiteslike
ripoffreport.com andyelp,
wherebadreviewpagesare
co...
9
BlackHatGuys–Penultimateformofreputationdisaster
Blackhattechniquesareusedfornegativemarketingofthecompetitor.
NegativeS...
BlackHatGuys–LessonToLearn
isknowntotarnishimageof
itscompetitors,butitcrossed
thelinewhenitwasfound
thatitpaidpeopletowri...
TheBo omLine
Youcannotignorethechattergoingonrelatedtoyouoryourbrand.Dealing
withnegativeonlinecontentisthetopmostbusiness...
Contactw3PolicetoBuild,Repair,MonitorOnlineReputation
Callusat:
{IND}+91-9555596666
{USA}+14698443346
E-mailusat:
sales@w3...
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Online Reputation Threats That Can Slay A Brand

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You have heard many times that reputation is fragile but what make it so? The common mistakes done by big brands will tell you how digital reputation is brittle. Learn about these threats and save your brand from getting hurt.

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Online Reputation Threats That Can Slay A Brand

  1. 1. 9 OnlineReputation ThreatsThatAre KillingBrands Fightingonlinebrandwars? Saddleupyourbrandagainsttheseonlinereputationattacksfirst.
  2. 2. 1 BAD Anytypeofpublicityis goodforthebrandis amyth.Bad/negative mediacoveragecan leadtoatrustdeficit innotime. BAD BAD NegativeMediaCoverage=Ruinedpublicimage
  3. 3. In2011,Toyotafacedtheireof themediawhenitdelayed recallof5.2millioncarshaving faultysteeringproblems.Later itwasfoundthatthedelaywas notintentionalbutthe damagedwasalreadydoneto theimageofthecompany.theimageofthecompany. Toyota NegativeMediaCoverage-LessonToLearn
  4. 4. 2 NegativeVisualContent-Picturestalk Negative,shockingorabusivephotos&videosleavegreaterimpactthan wordscan.Biggestblundersofthissortusuallyhappenwhenthepersonal andprofessionallivesaremingledwitheachother. Treatthem separately Abusivephotos ShockingVideos NegativeWords 80% 60% 20%
  5. 5. NegativeVisualContent-LessonToLearn USAirways USAirwaysaccidentallyposted pornographicpictureswhile replyingtoacustomeron Twitterin2014.Althoughthey madeapublicapologybutit ledtoaseriesofsarcastic tweetsandparodiesofthetweetsandparodiesofthe company.
  6. 6. 3 FakeAccountsCreatedByHackers–MostMalicious Saveyourbrandfrom fake onlineaccountandintruders whohackwebsite/profilesand thenstartpostingnonsense. Helpusersdifferentiate betweenyouandfakeprofiles inthenameofyourbrand. KeepasimilarpresenceofKeepasimilarpresenceof yourbrandacrossallsocial networks
  7. 7. FakeAccountsCreatedByHackers–LessonToLearn WhenBPwasdealingwiththe catastropheofoilleakinGulfof Mexico,anewwarfront emergedforthecompanyon Twitter.AFakeaccountwas createdtomakeBPlooklikea companythatdidnotcare abouttheaccident.Thiscreatedabouttheaccident.Thiscreated alotofbuzzandwaseven acknowledgedbymainstream media. WhenBPwasdealingwiththe catastropheofoilleakinGulfof Mexico,anewwarfront emergedforthecompanyon Twitter.AFakeaccountwas createdtomakeBPlooklikea companythatdidnotcare abouttheaccident.Thiscreated BritishPetroleum
  8. 8. 4 RivalA acksByCompetitors–Keepaneagleeyetocombat Allthesearepartandparcelofbeingabrandbutifyoudon’tcontrolthe aftereffectsintime,theycanleadtoreputationhurt.So,monitoryour presenceconstantlyandmakesureyourtargetusersremainunaffectedof theseattacks. Corporate espionage Falseaccusations bycompetitors Fakestories plantedbyhaters Perception battles
  9. 9. RivalA acksByCompetitors–LessonToLearn Bendgateisaknown controversyinvolvingiPhone modelsfrom Apple.Although theproblemswerenotmajor, itwashypedbyApple’s competitorsinordertomake theproductslookfaulty. Apple
  10. 10. 5 Newsjacking–Don’tinvestinaflopshow Usingbreakingnewstoboostyourreputationortryingtogeneratefakemedia coveragecanbackfire.Newsjackingcanuproottrustoftargetaudience,andcan projectyouasunreliablebrand.
  11. 11. Newsjacking–LessonToLearn Gap,Aclothingline,tooka hugebrandbashingwhenit triedtonewsjackhurricane sandytragedytopromote itself. GAP
  12. 12. 6 HatePagesAndWebsites–Ignoringisdeathforabrand Commonly,thehaterspost provokingupdates&comments onforumsandsocialnetworks, whichcreatesavoidforpotential customerbaseanddamagesthe onlinereputationofabusiness. ThiscanturnouttobemoreThiscanturnouttobemore defaming,abusiveandvulgar withthreadedcommentsthat follow.
  13. 13. HatePagesAndWebsites–LessonToLearn isonesuchwebsitethat tarnishestheimageofthe airlineinfrontof prospectivecustomer. iHateryanair.org IHate Ryanair IHate
  14. 14. 7 OnlineRumors–Nipinthebud Peoplestartbelievingtowhattheyseerepetitivelyandtakeeveryrumorwitha pinchofsalt.Keepaclosewatchonnegativeinformationcirculatedaboutyour businesssonweb. Putafullstoptothem beforetheyaretakenseriously
  15. 15. OnlineRumors–LessonToLearn MichaelJacksonhasbeenthe receiverofmanyrumors rangingfrom childmolester toplasticsurgeries.This damagedthecareerofthe singerwaybeforehisdeath. MichaelJackson
  16. 16. 8 ReviewWebsites–Customers’feedbackseasilygetviral One-starincreaseinYelprating leadstoa5-10%increasein revenueforbusinesseswhilea negativecontentcankillthe revenueandgoodwill. DoreputationbuildingtoDoreputationbuildingto saveyourbusinessfrom badreviews
  17. 17. ReviewWebsites–LessonToLearn Manybrandshavetakena beatingonwebsiteslike ripoffreport.com andyelp, wherebadreviewpagesare common.Thisleadstoahuge backlashofthebrandinfront ofthecustomers. Yelp
  18. 18. 9 BlackHatGuys–Penultimateformofreputationdisaster Blackhattechniquesareusedfornegativemarketingofthecompetitor. NegativeSEOishighlydifficulttocomeintonoticeandcanproveterribly riskyforbrandimage.
  19. 19. BlackHatGuys–LessonToLearn isknowntotarnishimageof itscompetitors,butitcrossed thelinewhenitwasfound thatitpaidpeopletowrite negativeonlinereviewsabout HTCphones.Italsohadto payafineforindulgingin suchactivities.suchactivities. Samsung isknowntotarnishimageof itscompetitors,butitcrossed thelinewhenitwasfound thatitpaidpeopletowrite negativeonlinereviewsabout HTCphones.Italsohadto payafineforindulgingin suchactivities. Samsung
  20. 20. TheBo omLine Youcannotignorethechattergoingonrelatedtoyouoryourbrand.Dealing withnegativeonlinecontentisthetopmostbusinessconcernfor90%ofthe businesses. ‘Stayprepared’istheonlywaytodealwithonlinereputationattacks Incorporateawelllaid ORM strategy Gaintrustofyour consumers Strengthenrelationship withendusers
  21. 21. Contactw3PolicetoBuild,Repair,MonitorOnlineReputation Callusat: {IND}+91-9555596666 {USA}+14698443346 E-mailusat: sales@w3police.com VisitOurwebsite: http://www.w3police.com/ Internetistheharbingeronopeninformationsharing. YouwillneverknowwhenyourBrandisbeingattackedorbeencriticized.

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