Expert advice on how to protect and monitor your brand online Social media has experienced an explosion of growth over the last few years and has become much more than just a personal tool to have fun and stay connected; it is a vehicle that brands use to market their businesses, services and products online. But along with the benefits of using these tools lie potential pitfalls. Consider if information was leaked online and, even worse, you didn’t know it was out there. Are you prepared for serious damage control? Regularly monitoring your online reputation is crucial in protecting your brand. By following activity on social networks, blogs, message boards, and keeping an eye on YouTube videos, retailers can be aware of issues that arise, in turn respond quickly, minimizing the potential threat.

1. Social Media, The Good, The Bad and The Ugly
Presenter: Helen Levinson
Twitter: @helenlevinson

2. Social Media Fears
Most Common Reasons:
• Lack of Knowledge
• Brand Management
• PR Concerns
• Employee Time Waster
• Who Owns It?
• It’s a Passing Fad

3. Managing Your Brand
Positive Exposure

5. Wheat Thins Goals
• Give customers a mind-blowing customer
experience.
• Get people talking about crackers and
reward unexpected fans.
• Establish a fun, young vibe for other
campaigns to follow.

6. Wheat Thins Results
• Over 4 million YouTube Channel Views
• Commercials were aired for positive
feedback
• 21,000+ Followers on Twitter
• Established new campaign momentum

7. Managing Your Brand
Negative Exposure

8. Del Taco & Rainn Wilson

9. Direct Message Gone Wild

11. Brand Protection
• 74% of employed Americans surveyed believe it is easy to damage
a brand’s reputation via sites such as Facebook, Twitter and YouTube.
• 33% employed respondents say they never consider what their boss
would think before posting materials online.
• 61% of employees say that even if employers are monitoring their
social networking profiles or activities, they won’t change what they are
doing online.
• 54% of employees say a company policy won’t change how they
behave online.
Source Deloitte Ethics & Workplace Survey, 2009

12. Risk Management & Compliance
• 27% of executives regularly discuss how to best leverage social
networks while mitigating risks.
• 54% of CIOs said their firms do not allow employees to visit social
networking sites for any reason while at work.
Source Deloitte Ethics & Workplace Survey, 2009

13. Social Media Best Practices
What Should I Know?
• Corporate Guidelines
• Personal vs. Corporate?
• Employee / Customer Interaction
• Damage Control
• Establish Response Protocol
• Guard Your Information

14. Protecting Your Image
Best Practice No. 1:
Establish Corporate
Guidelines

15. IBM and Intel
IBM and Intel each established guidelines for their
employees who participate in social media.
These market leaders were essentially saying, “have at
it out there on blogs, social networks, Twitter, etc. But
make sure you know the company’s expectations.”
These guidelines represent a milestone in large
enterprises’ comfort with social media.
Source Hutch Carpenter - bhc3.wordpress.com/2008/12/

17. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html

18. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html

19. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html

20. Source IBM - http://www.ibm.com/blogs/zz/en/social_computing_guidelines.html

22. Intel Social Media Guidelines
Source Intel - http://www.intel.com/sites/sitewide/en_US/social-media.htm

23. Consequences
What happens with no
guidelines in place?
• PR Nightmares
• Lawsuits
• Loss of Time and Money
• Loss of Consumer Trust

24. Posting Information
Best Practice No. 2:
Personal vs. Corporate

27. Keep it personal …
or keep it strictly business

28. Keep It Off The Internet

29. People Interaction
Best Practice No. 3:
Employee and
Customer Interaction

30. Managing Your Brand
Managing Negative
Feedback

32. Tweet Gone Bad

33. Retweet’s

34. Chrysler Response

36. Cover Your Risk
Best Practice No. 4:
Think “Damage Control”

38. Domino’s Video Goes Viral
• Over 100,000 million views on YouTube
• Over 300,000 comments posted
• References to the video placed in the first page on
Google for search on “Domino’s”
• Online chatter spread throughout Twitter
ACTIVITY TOOK PLACE IN ONE DAY

39. Domino’s Challenge
Domino’s Pizza was faced with the challenge of re-
establishing their clients’ and investors’ trust
• Discredit the content of the video and its producers
• Respond fast and efficiently in order to stop the
snowball effect
• Minimize the issue to avoid alarming investors,
since the company’s share value had been dancing
up and down with the lowest rates in the last 5
years.

40. Domino’s Solution
• Utilize the same means of
communication. Replied with a YouTube video
message and created an official Twitter account.
• Re-focused the attention of clients back to the
product “pizza” by building alliances with
bloggers and giving away free food in order
to reconcile with the product.
• Showed enough pro-activity to investors to
reach the highest share value in the last 6 months.
During this time DPZ Reached up to 9.14 vs.
3.28 five months ago.

41. Rules of Engagement
Best Practice No. 5:
Establish Response Protocols

42. Create Rules
Rules of Engagement:
• Assemble a Team to Monitor Feedback
• Establish Corporate Guidelines
• Establish a Response System
• Use Social Media for Investigations
• Report Suspicious Activity

43. Stay In Control
Best Practice No. 6:
Guard Your Information

44. Are You Exposed?
Exposure over 12 months
• Email number 1 threat
• 35% leaked proprietary information
• Blog Breaches
• 25% data loss via blogs
• Video Exposure
• 21% disciplined employees
• Friends or Foes?
• 20% offenses made on Facebook & LinkedIn
Source Marketwire.com & http://www.proofpoint.com/downloads/Proofpoint-Outbound-Email-and-Data-Loss-Prevention-2010.pdf

45. Listen, Monitor & Track
Popular Investigative Tools
• Alerts
• Blog Posts
• Discussion Boards
• Tweets
• IP Blocking & Web Cloaking
• Auction Sites

46. Alerts

47. Google Alerts

48. Bing Alerts

50. Blog Posts

52. Discussion Boards

54. Tweets

57. Facebook

59. People Finder Sites

60. ZabaSearch.com

62. IP Blocking & Web Cloaking

65. Sidejacking
Case Study: http://money.cnn.com/2010/12/14/technology/firesheep_starbucks/index.htm

66. Auction Sites

67. Monitor Your Brand
Monitoring Tools:
Social media provides a way to
market yourself, your business,
your products and services.
Tools such as Radian 6, Sprout
Social, and Socialmention help
you monitor your brand.

68. Remember…
Be mindful of what you post.

69. Warren Buffett once famously said…
“It takes twenty years to build a
reputation, and five minutes to ruin it.
If you think about that, you’ll do things differently”

70. Who, What, Where, Now?
What are the Next Steps?
Create a Social Media Plan
• Define Goals
• Update Company Handbook
Create Communication System
• Create Response Teams
• Offer Hotline / Email
Monitor & Measure
• Adjust as Needed

71. Questions

72. For More Read:
The Threat of Social Mediacom
http://bit.ly/TaBiIO
Twitter: @helenlevinson