Online Reputation Management on Steroids

Online Reputation
on Steroids

Content

Co

Your Brand

Ag

Hey!

Do You Believe
That You Can Control
Your Brand?

Fm

Br

Agenda

Fame
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013

We Live in a Social Web World

Let‘s Get to Know Each Other!


Storytelling is a fundamental way
of Human‘s Expression

I Love True Stories


What?

VS


a ...Guitar


March 2008

Let the Story Begin

Musician Dave Carroll boarded a United Airlines
flight to Omaha, Nebraska,
checking in his $3.500 guitar.
He claims he witnessed baggage being rough
handled during a stopover in Chicago.
As a result, his guitar was broken.


March 2008

Something is Going On Here!

Dave Carroll begins contacting United Airlines, asking
for $1.200 reimbursement for his guitar.
UA refuses, stating that he processed his claim more
than 24 hours after the flight and could not accept it.
Dave Carroll goes as far as to suggest he would accept
flight vouchers instead of cash.
United Airlines’ reply was a firm “NO”.


We Have Video in Flight!

January 2009
After 9 months of unsuccessfully
trying to reach an agreement with
United Airlines, including phone
calls and emails, Dave Carroll
decides to get his revenge the only
way he knows best:
Through writing a song about this
bad experience.

http://youtu.be/5YGc4zOqozo

July 2009
Dave Carroll gets his new song, “United Breaks
Guitars” on YouTube. It becomes Viral immediately,
scoring >150.000 views on the first day.

Mayday, Mayday!

United Airlines starts to realize the PR disaster and
immediately offers the requested $1.200
reimbursement to Dave Carroll.
He declines the offer.


July 10, 2009
United Airlines’ stock price fell 10%,
causing $180 million losses to stakeholders.
The Airline donates $3.500 for music education for
kids, as a “gesture of goodwill”.

August 17, 2009

WTF?

The song’s sequel, “United Breaks Guitars: Song 2”
is released on YouTube. By this time, the first
song has exceeded 5 million views.


December, 2009
Time Magazine features “United Breaks Guitars” on
no. 7 of its Top-10 list of viral videos of the year.
Carroll has already been interviewed more than 200
times on news media regarding the incident.

WoW!
I‘m on Time Magazine!

March 2010
The third song of the trilogy, “United Breaks
Guitars: Song 3” is released on YouTube.



May 2012

It‘s Time for Breakeven!

Dave Carroll publishes his book
“United Breaks Guitars: The Power of One Voice in the
Age of Social Media”, detailing his adventure.



October 23, 2013
The three videos on YouTube have reached more
than 16.500.000 Views.
Carroll is now one of the most prominent
speakers on Customer Service issues.
United Airlines is still considered a prime
example of bad Customer Service regarding this
incident and the publicity it received.

No Happyending.. ?


It takes 20 years to build a reputation
and five minutes to ruin it.
If you think about that, you'll do things
differently.
Waren Buffet



I Love Facts
as They Prove I‘m Right ;-)

The Power of Facts


Source: CMI 2012

95%

of the Global Content is
User Generated Content

Consumers ARE the Media!


Source: Market Watch 2013

94%

of clicked Search Results are Organic, NO T Paid.

Your Online Reputation Matters!


Source: WPR.org 2012

92%

of Consumers Trust Opinions
Posted Online By Other Consumers

+70% Trust Unknown Users
27% Trust Experts
14% Trust Advertising
8% Trust Celebrities

Things Said About Your Brand
are Important to Your Audience


Source: Google 2013

84%

Of all Shoppers use Online Search
in the path to Purchase

Preshopping is a Daily Habit


Source: XPLAIN Research Lab 2013

73%

are Searching for Solutions 14 times a week
and only once for Brands

What is the Solution You Offer?


Source: SatMetrix 2011

75%

of People don’t Believe that Companies
tell the Truth in Advertisements.

Traditional Ads are not Trusted


Source: Saleforce 2012

94%

are more willing to spread the Bad
Experience than to the Good one.

Auuch!!! This is Really BAD


Take it Easy ;-)

YOU DON’T CONTROL YOUR BRAND!


Repeat after Me

YOU CAN’T CONTROL YOUR BRAND!


Yes, There is a BUT

but...



YES YOU CAN!

YOU CAN CONTROL THE AGENDA!


This Was the Traditional 3 Step Mental Model of Marketing
FMO T: was coined by P&G in 2005

Stimulus

First
Moment of
Truth
At shelf
In-store


Second
Moment of
Truth
Experience


ZMOT: The New Mental Model of Marketing

Stimulus

First
Moment of
Truth
Pre-shopping |
In-store | In-home

At shelf
In-store

Second
Moment of
Truth
Experience

Which becomes the
next person’s ZMOT

Source: Google 2013


NOW!

IT’S TIME TO CONTROL THE AGENDA!


WHEN IT COMES TO MAINTAINING OR
DEFENDING AN ONLINE REPUTATION,
THERE’S A WRONG WAY AND A RIGHT WAY.
EVEN MORE!



No Reputation Management?
If You aren’t Monitoring
your Reputation Online,
You have NO Idea What
People are Saying.


80% of CEOs Believe that
Users have Great Experience
with their Products.

Source: BCG 2011


80% of CEOs Believe that
Users have Great Experience
with their Products.
Only

8%

of the Users believe so.
Source: BCG 2011



No Reputation Management?
Negative Reviews, Bad
Reviews, Trolling Online
Attacks can haunt your
Brand for a Long Time.


Don‘t make even a half step, if you haven't Understood the Context first
It‘s Social Web
NO T Just Social Media

Social Web is Pure Content
& Consumers Data
Economic Recession
Push Consumers To Search
for the BEST Solution
Loyalty Doesn‘t Exists
The Way We Knew it

The
Context
(some of )

Social means People
NO T Brands
Business Is NO T
„As Usual“ Anymore

Consumers Behavior Has Ghanged
ZMO T is the Reality

More Sales are Coming Via
Recommendations
You Can‘t Hide
A Bad Product/Service as long as it‘s on the Selves



It‘s A Reputation Engine
OK! We Got it!



Reputation is
Your Brand's
Treasure.
Your Main Asset.

Reputation is
Directly Related
with Your Brand
Equity.


And Brand Equity
Leads to Better
Performance.


?
AND NOW WHAT?


Start with the Basics
More About Them
Less About You!

Stay Visibile
Where Your Audience is.

Human
Optimized
Content

Shared
Experiences
Creation

Owned
& Paid Media


The Future of Business
is Based on Shared Experiences

Brand‘s
Focus Point


And Now Follow the Path
1

2

3

4

...

11

11+1 Steps


Listen. Yes, Listen!

Set your listening objectives;
get to know your customers better; identify
influencers, advocates and detractors;
and learn to spot a crisis when it’s brewing

1

Register Brand‘s name across
all major Social Media networks.

Control what appears in Search Results by owning your Brand in all the
major social platforms, including Facebook, Twitter, LinkedIn,
Google+, Pinterest and YouTube.
Recommendation: Register to any industry-specific social networks.


2


Create Human Optimized Content
And Seed it Wisely.

No one-fit-all tactics here!
Get to know your target audience’s needs and
expectations and provide high quality, original content
to cover these needs in the right context.

3

Create Unique Experiences
Consumers want to Share!

People share their Feelings, Thoughts and Experiences.
Offer them valuable and useful Experiences, to bring them closer to your
Brand, and they will be happy to share it with others.

4

In Case of Complains
Keep the Communication Clear!

If you made a mistake, acknowledge it, address it as soon
as possible and announce publicly what measures you
took to avoid the same issue in the future.


5

Avoid to Solve the Wrong Problem!

Take the time to analyze the issue you are facing,
identify the reasons that provoked it, set up your
detailed action plan and ONLY then start acting.

6

7
Be Aware of Saturday Mornings
It has been measured globally, that People take more time to get on Social
Media on Weekends and complain about you or praise you!
So, don’t stop listening, just because it's the Weekend!


Engage Advocates & Build Affiliations

8
80% of reach from marketing campaigns comes from amplification through advocacy,
according to a July 2013 study by Social@Ogilvy.


Position is Everything! Pick up Your Chair!
You have a Brand and Your Brand has its
Values and USP.
Identify them and your target audience,
and stay consistent!

9


It‘s Not About Technology!

Marketing Is A P latform-Agnostic!


10

It‘s ALL About People

10
It’s about Communicating with
Consumers and cover their Needs.


Get Some Tools And Start NOW!
Google Search

Use the same tool that your
Customers are using to search about
your Brand

2 

Mention

Monitor millions of sources
in 42 languages

3 

Google Alerts

Get notified the moment that someone
writes something about your Brand

4 

HootSuite

Manage all of your Social Media Profiles
And Monitor Your SM reputation

5 

Wildfire

Monitor what your Competitors are
doing in Social Media

We ALL Love
Guitars Now ;-)

1 

google.ro

mention.net

google.com/alerts

hootsuite.com

monitor.wildfireapp.com


11

You Need Professionals
To Create a Solid Strategic
Framework

You Need a Coach
Even when You are
the Best P layer in the World!

Everybody can set up a Social Media account, but you
need a well Structured Social Brand Strategy to get
people engaged and talking about your Brand.
And one more thing... you need professional advice to
maximize your ROI!

+1

Be Prepared and Don‘t be Afraid of the New.



But ALWAYS Keep Your Brand Clear!



And not Forget

A brand is no longer what we tell the
Consumer it is.
It is what Consumers tell each other it is.
Scott Cook, Intuit



For The GREAT
Experience!

THANK YOU!
Contact Us If You Want
to Build Your Reputation

linkedin.com/company/xplain

fb.com/XPLAIN.co

LetsRock@XPLAIN.co

slideshare.net/XPLAIN

twitter.com/x_plain



?
QUESTIONS PLS!


Online Reputation Management on Steroids

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to Online Reputation Management on Steroids

Similar to Online Reputation Management on Steroids (20)

More from Stefanos Karagos

More from Stefanos Karagos (11)

Recently uploaded

Recently uploaded (20)

Online Reputation Management on Steroids