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search
for buzz
a brand reputation management case history


massimo burgio global search interactive / sempo
search congress bilbao 29 enero 2010
userpowered

web
userfuelled
branding
attitude
change
listen
new marketing
       intelligence


                       keywords                                     voting



                                                          word of mouth
                                                                          engagement
                                  social              buzz blogs
                      referrals



                                             rating
                                  networks
                                                                     competitors
                                  key phrases                       polls
                                  online reputation
new marketing tools
                      search
                      brand monitoring
                                                 digg SEO




                                      web analytics
                      technorati                 wordtracker
                      knowledge sharing          online PR




                                                         adwords
                                                 viral




                                                               collaborative tools
                      conversations
                      wikis
                      buzz    blogs              linkedin
                                                 SEM
                      social networks             twitter
                      influencers RSS             ROC MAO
                      facebook                  engagement
4PSMM
new marketing
      mindset
                passion
                patience
                perseverance
                proactivity
new marketing
      mindset   4PDON’T
                presume
                panic push
                procrastinate
opportunity
   (and/or)


threat
search
for buzz
a brand reputation management case history
introducing
dialogo assicurazioni
it could have started with a
panic attack
but it ended with a

clean
branded
SERP
(there’s always
a solution)
(or more than one)
search optimization online
pr blog marketing social
media optimized content
blogosphere engagement
viral campaigns analytics
what can we do
with all this stuff?
since we are putting in place
so many activities, how about
using them all as a platform to
listen to customers prospects
and web users, and leverage
opportunities rather than
fearing all the threats?
how about
a new way
of managing
               ?
online brand
reputation
?
how about
starting a
dialogue
with the
online
audience
step 1: be out there,
engage, interact and

participate
introducing the new
dialogo assicurazioni
          powered by global search interactive
introducing the NEW
dialogo assicurazioni
       powered by global search interactive
introducing the NEW
dialogo assicurazioni
       powered by global search interactive
introducing the NEW
dialogo assicurazioni
       powered by global search interactive
introducing the NEW
dialogo assicurazioni
       powered by global search interactive
introducing the NEW
dialogo assicurazioni
       powered by global search interactive
introducing the NEW
dialogo assicurazioni
       powered by global search interactive
introducing the NEW
dialogo assicurazioni
       powered by global search interactive
step 2:   listen
          (and measure)
          (we need a tool)
question:
 how can we listen to all
 online conversations,
 be able to intercept all
 brand mentions, and
 highlight the good and
 the bad ones?
answer:
RSS
rocks!
DIY BRM                       let’s try to
DO-IT-YOURSELF                build a brand
BRAND REPUTATION MANAGEMENT
                              reputation
                              management
                              platform from
                              scratch using
                              RSS! it is not
                              so difficult!
                              (the programmer said…)
so we created a number
           of rss feeds pipes from
           google and yahoo news,
           google blog search,
twitter search, yahoo answers,
technorati, friendfeed, social
mention + we set up a wordpress
platform with all the right plugins
that allowed us be able to filter,
browse, tag, search, moderate,
note, and of course report to client
introducing
dialogo’s brm platform
        powered by global search interactive
introducing
dialogo’s brm platform
        powered by global search interactive
introducing
dialogo’s brm platform
        powered by global search interactive
introducing
dialogo’s brm platform
        powered by global search interactive
introducing
dialogo’s brm platform
        powered by global search interactive
introducing
dialogo’s brm platform
        powered by global search interactive
introducing
dialogo’s brm platform
        powered by global search interactive
free
         cost of the platform?




(nothing really comes for free, we put a lot
of work to develop and test it, and it was
not so easy as the programmer said…)
wp
enabling technologies?




rss
introducing
dialogo’s brm platform
        powered by global search interactive
introducing
dialogo’s brm platform
        powered by global search interactive
DIY BRM
it is really
easy
you can do it too!
thank you
      eskerrik asko              massimoburgio
                                  sempoboard.global.europe
                                    globalsearchinteractive




                      massimo @ globalsearchinteractive.com
                                 linkedin.com/massimoburgio
                               facebook.com/massimoburgio
                                   twitter.com/massimoburgio

                               slideshare.net/massimoburgio

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Search For Buzz Sc Bilbao 2010, Massimo Burgio