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Real Time Online Reputation Management

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Social Pro 2016 Presentation

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Real Time Online Reputation Management

  1. 1. #SocialPro #12a @JordanKasteler A Brand Case Study Real Time Reputation Management
  2. 2. #SocialPro #12a @JordanKasteler  SEO  Social Media  Public Relations MARKETING CONSULTANT
  3. 3. #SocialPro #12a @JordanKasteler  PR Stunts  Field Work  Public Education  Undercover Investigations  Corporate Pressure PETA CASE STUDY
  4. 4. #SocialPro #12a @JordanKasteler  PETA Kills Animals (Center for Consumer Freedom)  Nathan Winograd (No Kill Movement) SEARCH RESULTS – Below the Fold
  5. 5. #SocialPro #12a @JordanKasteler  Sitelinks  Site Search Box  News  Twitter SEARCH RESULTS – Above the Fold
  6. 6. #SocialPro #12a @JordanKasteler  Over 4 million Likes  Lots of Haters  Confirmation Bias FACEBOOK
  7. 7. #SocialPro #12a @JordanKasteler NEGATIVE PRESS OCCURS
  8. 8. #SocialPro #12a @JordanKasteler  During PR Crisis – 1 Comment Per Second  Shifts Taken By All Departments  Read Every One  Personal Responses  Immediately Reactive FACEBOOK COMMENTS THEN
  9. 9. #SocialPro #12a @JordanKasteler  Sort By Emotions  Set Response Time  Instant Replies  Out Of Office  Live Streaming  Canned [Personalized] Responses  DeepText AI FACEBOOK COMMENTS NOW
  10. 10. #SocialPro #12a @JordanKasteler  Ignore Reaction  Reactive Reputation Management  Proactive Reputation Management RESPONSE PLAN
  11. 11. #SocialPro #12a @JordanKasteler  Negative Search Results (Push Down)  Negative PR Response  Messaging & Tone for Conversation Hosting  Social & Paid Ad Channels  Journalist Contact  Crisis Landing Page & Pinned Social Posts  Call On Super Fans  Comment Relevancy REACTIVE REPUTATION MANAGEMENT
  12. 12. #SocialPro #12a @JordanKasteler  Tell Your Story  Shelter of Last Resort  PETASaves.com  Built by PETA  WhyPETAEuthanizes. com  Built by loyal fan CRISIS LANDING PAGE
  13. 13. #SocialPro #12a @JordanKasteler  Domain Registry  Social Profile Registry  Search & Social Monitoring  RSS Feeds  Alerts (Search/Analytics)  Sentiment Analysis  Branded Search Results (Push Up) PROCTIVE REPUTATION MANAGEMENT
  14. 14. #SocialPro #12a @JordanKasteler  Have reactive and proactive ORM plans ahead of time.  Claim social channels and domains now before someone else does.  Build links to positive results in the SERPs.  Monitor the conversation and be prepared to host it. SUMMARY
  15. 15. #SocialPro #12a @JordanKasteler  Don’t be afraid to leverage people outside of Marketing. Including external fans.  Use social channel’s features to manage crisis mode. SUMMARY – Cont’d
  16. 16. #SocialPro #12a @JordanKasteler THANK YOU! SEE YOU AT THE NEXT MARKETING LAND EVENT!

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