Online Brand and Reputation Management Krista Neher CEO – Marketess Consulting
Like it or not, you have a brand. <ul><li>Wikipedia: </li></ul><ul><ul><li>A  brand  is a collection of symbols, experienc...
Why Does it Matter?
Why does it Matter?
Who Do You Trust?
The Internet Changed Branding <ul><li>Pre Internet </li></ul><ul><ul><li>Brand controls the message </li></ul></ul><ul><ul...
3 Steps to Online Reputation Management <ul><li>Manage </li></ul><ul><ul><li>Tips </li></ul></ul><ul><ul><li>Tools </li></...
Manage Your Brand <ul><li>Create an online presence </li></ul><ul><ul><li>Importance of branded content </li></ul></ul><ul...
Manage Tools – Freeyourid.com
Manage Tools – claimid.com
Manage Tools - Reputation <ul><li>Naymz.com  - Sign-up and invite your invite people to write reviews about you and your w...
Tools to Monitor Your Brand <ul><li>Start with Search </li></ul><ul><ul><li>For your brand </li></ul></ul><ul><ul><li>Term...
Example: Toy Recall
Example: Toy Lead Poisoning
Mattel Toy Recall
Hasbro Toy Recall
Bandai Toy Recall
Tools to Monitor Your Brand www.keotag.com
Tools to Monitor Your Brand Monitor This
Tools to Monitor – thesearchmonitor.com
Monitor Sentiment brandwatch.net
Monitor Sentiment – Chatterguard.com
Monitor Sentiment – sentimentmetrics.com
Respond <ul><li>To Positive Comments & Reviews </li></ul><ul><ul><li>Show others that you care (and may encourage them to ...
6 Tips for Dealing with Negativity <ul><li>1. Humanize Your Brand </li></ul><ul><ul><li>It’s easier to hate a company than...
6 Tips for Dealing with Negativity <ul><li>2. Thank them for their interest in your brand </li></ul><ul><ul><li>Passion ca...
Doing it Wrong - RyanAir <ul><li>&quot;It is Ryanair policy not to waste time and energy in corresponding with idiot blogg...
 
Let’s Connect! Krista Neher [email_address] @kristaneher www.themarketess.com
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Online Brand and Reputation Management Pub Con South Krista Neher

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Presentation on Online Brand and Reputation management - What is a brand, how to manage it, how to track it and how to respond to negative interactions.

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  • Interesting presentation and compilation of tools. I'd like to know what factors determined the inclusion of certain monitoring techniques and online tools. Do you have vendors that you've worked with and recommend to your clients?
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Online Brand and Reputation Management Pub Con South Krista Neher

  1. 1. Online Brand and Reputation Management Krista Neher CEO – Marketess Consulting
  2. 2. Like it or not, you have a brand. <ul><li>Wikipedia: </li></ul><ul><ul><li>A brand is a collection of symbols, experiences and associations connected with a product , a service , a person or any other artifact or entity . </li></ul></ul><ul><li>A brand is in the eyes of the customer. </li></ul><ul><li>Brand Equity </li></ul><ul><ul><li>What your brand stands for in the hearts and minds of your audience. It is both logical and emotional. </li></ul></ul>
  3. 3. Why Does it Matter?
  4. 4. Why does it Matter?
  5. 5. Who Do You Trust?
  6. 6. The Internet Changed Branding <ul><li>Pre Internet </li></ul><ul><ul><li>Brand controls the message </li></ul></ul><ul><ul><li>One way Communication </li></ul></ul><ul><li>Internet </li></ul><ul><ul><li>Everyone controls the message </li></ul></ul>
  7. 7. 3 Steps to Online Reputation Management <ul><li>Manage </li></ul><ul><ul><li>Tips </li></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><li>Monitor </li></ul><ul><ul><li>Activity </li></ul></ul><ul><ul><li>Sentiment </li></ul></ul><ul><li>Respond </li></ul><ul><ul><li>To Positive </li></ul></ul><ul><ul><li>To Negative </li></ul></ul>
  8. 8. Manage Your Brand <ul><li>Create an online presence </li></ul><ul><ul><li>Importance of branded content </li></ul></ul><ul><ul><li>Authority sites that rank well </li></ul></ul><ul><ul><li>Better chances that they find YOU when searching </li></ul></ul><ul><li>Reserve your name </li></ul><ul><ul><li>Even on sites you don’t plan to use </li></ul></ul><ul><li>Provide Resources </li></ul><ul><ul><li>If people want to talk about you provide them with resources – photos, videos, quotes, etc. </li></ul></ul>
  9. 9. Manage Tools – Freeyourid.com
  10. 10. Manage Tools – claimid.com
  11. 11. Manage Tools - Reputation <ul><li>Naymz.com - Sign-up and invite your invite people to write reviews about you and your work. </li></ul><ul><li>Rapleaf.com - Look up your reputation, rate others, and they will be invited to rate you in return. </li></ul><ul><li>RepVine - Reference and reputation management combined. </li></ul><ul><li>ReputationDefender.com - A service that attempts to help you get things being said online about you removed </li></ul><ul><li>TrustPlus.com - An online reputation service that ranks based on trust scores. </li></ul>
  12. 12. Tools to Monitor Your Brand <ul><li>Start with Search </li></ul><ul><ul><li>For your brand </li></ul></ul><ul><ul><li>Terms associated with your brand </li></ul></ul><ul><ul><li>Your competitors </li></ul></ul><ul><ul><li>Hot news topics </li></ul></ul><ul><ul><li>How do you rank? </li></ul></ul><ul><ul><li>Where does your name show up? </li></ul></ul>
  13. 13. Example: Toy Recall
  14. 14. Example: Toy Lead Poisoning
  15. 15. Mattel Toy Recall
  16. 16. Hasbro Toy Recall
  17. 17. Bandai Toy Recall
  18. 18. Tools to Monitor Your Brand www.keotag.com
  19. 19. Tools to Monitor Your Brand Monitor This
  20. 20. Tools to Monitor – thesearchmonitor.com
  21. 21. Monitor Sentiment brandwatch.net
  22. 22. Monitor Sentiment – Chatterguard.com
  23. 23. Monitor Sentiment – sentimentmetrics.com
  24. 24. Respond <ul><li>To Positive Comments & Reviews </li></ul><ul><ul><li>Show others that you care (and may encourage them to write) </li></ul></ul><ul><ul><li>Build a Tribe of passionate users </li></ul></ul><ul><ul><li>They will defend your brand for you </li></ul></ul><ul><li>To Negative Comments </li></ul><ul><ul><li>Don't oppress or try to censor people - convey a clear, gentle, and friendly image </li></ul></ul><ul><ul><li>Respond directly to the issues so that whomever reads the complaints also reads your point of view </li></ul></ul>
  25. 25. 6 Tips for Dealing with Negativity <ul><li>1. Humanize Your Brand </li></ul><ul><ul><li>It’s easier to hate a company than a person </li></ul></ul>
  26. 26. 6 Tips for Dealing with Negativity <ul><li>2. Thank them for their interest in your brand </li></ul><ul><ul><li>Passion can be turned around; any interest has value </li></ul></ul><ul><ul><li>Show openness in dealing with the complaint or issue </li></ul></ul><ul><li>3. Be Transparent and Explain </li></ul><ul><ul><li>Often a friendly explanation can help; don’t oppress - explain </li></ul></ul><ul><li>4. Empathize </li></ul><ul><ul><li>Understand without agreeing </li></ul></ul><ul><li>5. Build a Community of Advocates </li></ul><ul><ul><li>Having others speak highly of you goes a long way </li></ul></ul><ul><ul><li>Guy Kawasaki Approach </li></ul></ul><ul><li>6. Know when to disengage </li></ul><ul><ul><li>Sometimes you can’t win. Know when to walk away. </li></ul></ul>
  27. 27. Doing it Wrong - RyanAir <ul><li>&quot;It is Ryanair policy not to waste time and energy in corresponding with idiot bloggers and Ryanair can confirm that it won't be happening again,&quot; it told The Times. </li></ul><ul><li>&quot;Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel&quot;. </li></ul>
  28. 29. Let’s Connect! Krista Neher [email_address] @kristaneher www.themarketess.com

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