Online Reputation Management BIN2010
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Your reputation online can make or break you. This session will cover the importance of knowing who's talking about you, what they're saying, and why it's important to proactively manage your reputation online. You'll learn how to identify your content assets, use a push and pull approach, the social platforms that can work for you, a review of the monitoring tools, and see case studies of companies doing it right. This session will help you put a social media strategy to get the right online reputation leading to greater visibility, buzz, and results.
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Online Reputation Management BIN2010
- 3. Firebelly is a social marketing agency in Broad Ripple focused on: • content creation • conversation development • community management • buzz monitoring • reputation management Clients include:
- 4. Stats
- 5. How people share information online Social Media is 21st Century “Word of Mouth”
- 6. Over 50% of the world’s population is under 30. 96% of Millennials have joined a social network. 50% of mobile internet traffic is for social networking sites - imagine what that does for bad customer experiences? The #2 largest search engine is Youtube. Facebook tops Google for weekly web traffic in the U.S.
- 7. 25% of search results for the World’s Top 20 brands are links to user generated content. 34% of bloggers post opinions about products or brands. 78% of consumers trust peer recommendations. Only 14% trust advertisements. Only 18% of TV ad campaigns generate a positive ROI. 90% skip ads with Tivo and DVR.
- 8. 93% of Americans believe a company “should have a presence in social media.” 85% say that companies “should also interact with consumers via social media” 89% of US online buyers read customer reviews before they purchase.
- 10. Trust in governments, corporations at historic lows • This trust deficit has created an environment in which social media can thrive and be believed. Trust in traditional media has also been eroded • Getting it first is more important than getting it right. • This risk is particularly high if the story meets the “prevailing narrative” both in a crisis & during normal times. Trust in social media itself is also starting to erode • Not everything in the social space is true! • Social media can be manipulated as any other form of communication.
- 11. Who do people trust?
- 13. Audience Survey: what do YOU do?
- 16. Let’s Break It Down Search | Social | Traditional | WOM
- 17. Search Social Traditional Word of Mouth
- 18. People are talking? Where? Everywhere! Ratings, Reviews, Blogs, Social, more….
- 19. Why it’s important. Customers, competitors, prospects & the media are all listening. Not to mention family and friends.
- 20. Know your story etc Um…branding
- 21. Proactively: Create AND Optimize Content Text | Audio | Video | Images (shh.. Links too)
- 22. Listen : Monitor
- 23. Engage: Respond or Conversate Build relationships Be human Use your content
- 25. Crisis Preparation listen c-level Buy in experienced team process voice real time transparency relationships
- 26. Monitoring Tools Free | Affordable | Sophisticated
- 27. Free Tools
- 28. Affordable Tools premium
- 30. Examples What happens when you don’t pay attention?
- 39. Bold Example Skittles redirects URL to Twitter search.
- 41. Indiana
- 49. What do you need to understand? Branding Search and Social Optimization Content Development Conversation Dynamics Monitoring Technology Leveraging Traditional Media
- 50. Recap
- 51. Listen / monitor Optimize content and search Promote Engage Measure
- 54. WOM can = Trust