SlideShare a Scribd company logo
Social Media MarketingEssential Guide for BusinessesManaging yourSocial Media Reputationwww.sysomos.com
IntroductionIn this presentation we will take a look at why reputation management is important in the social media realm and how it can affect the health of your brand.We will also go over some of the things which should be monitored in order to develop a reputation management strategy.Lastly, we’ll look at a few examples of those who have used social media to improve their reputations, and those who have ignored it.
The Power of Word of Mouth90% of people trust the recommendations of those they know.70% trust consumer opinions found online.- Nielsen Global Online Consumer Survey 2009Word of mouth has always been the most trusted channel for brand awareness. With the advent of social media, word of mouth is now a public conversation involving millions of participants. Not surprisingly, online consumer opinion has become the second most trusted form of product review.  “Consumers trust real friends and virtual strangers the most.”- Nielsen Global Online Consumer Survey 2009
Social Media Reputation Management: Why?Real world events concerning your brand drive online discussion.Online discussion amplifies positive or negative perception.This perception carries back to the real world to affect your bottom line.
Case Study: America OnlineOn June 13th 2006, a little-known blogger named Vincent Ferrari tries to cancel his account with AOL. During a single phone call, he has to ask over a dozen times before being allowed to cancel. Frustrated, he blogs about his experience and uploads a recording of the phone call.On June 20th, his post is linked to by a major consumer blog resulting in 300,000downloads within the hour. Vincent’s blog receives over 1,000comments from outraged consumers. Thousands of sites and bloggers pick up his story.On June 24th, the New York Post and New York Times run articles on Ferrari’s experience. Soon after, NBC calls for an interview. Six days after he wrote the blog,  Vincent Ferrari is on the Today show.  Later, he is on Nightline.On August 3, Time Warner announces that the company will be dissolving AOL's retention centers due to costs associated with processing cancellations. “The company estimates that it will lose more than six million paying subscribers over the next year.”- The New York Times, 2006
Case Study: Wine LibraryGary Vaynerchuk is the owner of Wine Library, a wine retailer.  In 2006 Wine Library already has significant online sales but Gary feels he has still not tapped the full potential of the internet.Gary notices his employees watching videos online and gets the idea to launch Wine Library TV, a video blog. In his videos, he rates wine, gives tasting tips, and answers questions from wine enthusiasts.  Each video receives hundreds of comments. Wine Library TV also has forum, Facebook, and Twitter integration, creating a true consumer community for Gary to engage. Since the launch of his site, Wine Library has tripled revenue to over $60 million dollars annually becoming the world’s biggest online wine vendor.  Wine  Library TV receives 90,000visitors each day and Gary has over 850,000Twitter followers.“Pull out your phone with purpose: if you’re at a restaurant and they tell you that you have to wait for 35 extra minutes, threaten to tweet about it or give them a negative Yelp review.” - Gary Vaynerchuk, Tahoe Tech Talk 2010
Social Media Reputation Management: What?Social media reputation management combines continuous monitoring with active engagement. More than customer service, it is the proactive use of social media channels to promote your brand.The basic goal is to get as many people talking positively about your brand as possible.
Social Media Reputation Management: MonitoringPositive MentionsAs shown, positive reactions go a long way towards having a great reputation.  You want to generate more of these through every social media engagement – enough positive momentum and your brand reputation will drive itself. An increase in positive mentions is a great indicator you’ve done something right.Negative MentionsDespite their nature, negative mentions present a great opportunity. These discussions tend to bring together many people with the same concerns, so you can reach out to an entire group at once. A sudden increase in negative mentions may mean you have a crisis on your hands which needs immediate engagement.
Crisis Timeline - Blogs:Apple iPhone4June 7th – iPhone 4 announced (Sentiment: 89% favorable, 11% negative)June 24th – iPhone 4 released.June 25th – iPhone 4 reception problem widely reported.  (Sentiment: 74%  favorable, 26% negative – 140% increase in negative sentiment blogs!)July 16th – Apple holds a press conference to address reception complaints.
Social Media Reputation Management: MonitoringNew Markets / Market TrendsNot everyone has an opinion about your brand. Perhaps they don’t know about it but they’re looking for something like it. There’s a good chance the internet will be the first place they look. By monitoring your industry in general, you can reach out to these people. Just as importantly, monitoring beyond your brand name gives you an idea of consumer needs, problems, and demographic profiles.Top InfluencersCertain individuals hold a lot of online influence within their domain. In your particular industry they may have the largest number of Twitter followers, or the most commented blog, or the highest traffic forum. This means their opinion quickly reaches a large number of people. It is important to identify these influencers to understand their opinions on your brand and make them your advocates.
Social Media Reputation Management: MonitoringKey ConversationsDiscussion about your brand is never limited to just one subject. Even in extremely focused times there may be several different themes and topics. On a normal day there may be dozens of topics. It is important to be able to filter out the noise and identify the key conversations representing the most talked about topics. Like top influencers, by addressing the key conversations you will get the most bang for your social media buck.CompetitorsLike you, your competitors are online. Having insight on their online reputations can help you plan your engagements. Their dissatisfied customers could be your potential customers. Their social media advocates might be willing sit through a demo of your product and provide valuable feedback.
Social Media EngagementCase Study: Domino’s PizzaOn April 13th 2009, a YouTube video of two Domino’s Pizza employees tampering with a pizza received in over one million views during the next two days.On April 14th, the company fires both employees but makes no further move in the hopes that things will die down.On April 15th, Domino’s President Patrick Doyle apologizes via YouTube. The video gets over 500,000 views. He also launches a Domino’s Twitter account for immediate corporate response in the future. Despite responding just two days later and impressing many people with their social media approach, short-term sentiment suffers due to the belief the company took too long to address the YouTube video. Domino’s SentimentApril 13th – 24th 2009
Social Media EngagementCase Study: Domino’s PizzaKey Conversations
Social Media EngagementCase Study: Domino’s Pizza.
Social Media EngagementCase Study: Domino’s PizzaSince then Domino’s Pizza has fully embraced social media as a channel to improve both their product and reputation, meeting with great success in several campaigns.Pizza TurnaroundDomino’s launches pizzaturnaround.com to showcase their revamped pizzas. They show 10,000 negative comments which they took into account when redesigning their pizza and ask consumers to give it another try.  On YouTube, the video receives over 700,000 views. The Pizza Turnaround blog receives hundreds of comments and streams thousands of live consumer tweets. Domino’s new pizza leads to a 14.3% increase in sales. “A remarkably better pizza, and our honesty in how we told consumers about it, is paying off...” – Patrick Doyle, Domino’s President
Social Media EngagementCase Study: Domino’s PizzaYouTube Video – Pizza Turnaround
Social Media EngagementCase Study: Domino’s PizzaPizza HoldoutsLooking for the people who have yet to try their new pizza, Domino’s launches pizzaholdouts.com, a contest where people are rewarded for getting their ‘holdout’ friends to try Domino’s. Influential blogs such as Mashable pick up the campaign and again thousands blog and tweet about it. Facebook integration offers easy participation. Overall the response is overwhelmingly positive.Pizza Holdouts Sentiment
Social Media EngagementCase Study: Domino’s PizzaKey ConversationsBuzzgraph
Social Media EngagementCase Study: Domino’s PizzaShow Us Your PizzaVowing to stop using ‘fake’ pizzas in their commercials, Domino’s newest campaign asks customers to upload pictures of their pizza at showusyourpizza.com. When a customer sends in a badly made pizza, Domino’s quickly responds with a YouTube apology. People notice.“The only way to put out a social media fire is with social media water.”- Ramon Deleon, Chicago Domino’s  Owner
Social Media EngagementCase Study: Domino’s PizzaKey ConversationsDespite a rocky and perhaps involuntary start, Domino’s Pizza now readily monitors and engages their market through social media. A genuine effort to build positive relationships has led to a vastly improved online reputation. In turn this has contributed to commercial success – through the first three quarters of 2010, Domino’s Pizza has enjoyed increased sales of 14.3%, 8.8%, and 11.7%.
Contact Us21

More Related Content

What's hot

Social media for social good
Social media for social goodSocial media for social good
Social media for social good
Danielle Ricks
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
Chris Huebner
 
Role of Social Media Marketing in Consumer Buying Decision in Automobile Indu...
Role of Social Media Marketing in Consumer Buying Decision in Automobile Indu...Role of Social Media Marketing in Consumer Buying Decision in Automobile Indu...
Role of Social Media Marketing in Consumer Buying Decision in Automobile Indu...
scmsnoida5
 
Role of Social Media in Marketing
Role of Social Media in MarketingRole of Social Media in Marketing
Role of Social Media in Marketing
Jagmeet Singh Bajaj
 
Recent trends in public relations in marketing
Recent trends in public relations in marketingRecent trends in public relations in marketing
Recent trends in public relations in marketing
AbhijithV24
 
Social Media & SM Marketing
Social Media & SM MarketingSocial Media & SM Marketing
Social Media & SM Marketing
Edward Erasmus
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
Omar Mostafa
 
Impact of social media on business
Impact of social media on businessImpact of social media on business
Impact of social media on business
N V Jagadeesh Kumar
 
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
Tamanna Satsangi
 
Social Media Optimization
Social Media OptimizationSocial Media Optimization
Social Media Optimization
taylorspilak
 
Massimo Burgio - Brand Reputation Management - International Search Summit - ...
Massimo Burgio - Brand Reputation Management - International Search Summit - ...Massimo Burgio - Brand Reputation Management - International Search Summit - ...
Massimo Burgio - Brand Reputation Management - International Search Summit - ...
Massimo Burgio
 
Overview of social media marketing
Overview of social media marketingOverview of social media marketing
Overview of social media marketing
DigiArrows Technologies
 
Social Media Marketing Final Project
Social Media Marketing Final ProjectSocial Media Marketing Final Project
Social Media Marketing Final Project
Ethan Callahan
 
UPDATED: Social Media Terms Definitions Model Final
UPDATED: Social Media Terms Definitions Model FinalUPDATED: Social Media Terms Definitions Model Final
UPDATED: Social Media Terms Definitions Model Final
Michael J Lis
 
What Are 7 Steps Every Social Strategist Must Take To Help Their Organization...
What Are 7 Steps Every Social Strategist Must Take To Help Their Organization...What Are 7 Steps Every Social Strategist Must Take To Help Their Organization...
What Are 7 Steps Every Social Strategist Must Take To Help Their Organization...
Dr. William J. Ward
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
Moore Corporation
 
Social media marketing plan ppt
Social media marketing plan  pptSocial media marketing plan  ppt
Social media marketing plan ppt
FlonnySaiwa
 
Social Media Marketing - An Introduction
Social Media Marketing - An IntroductionSocial Media Marketing - An Introduction
Social Media Marketing - An Introduction
Dharamveer Nimiwal
 
Social Media & Marketing
Social Media & MarketingSocial Media & Marketing
Social Media & Marketing
Zest Online
 
Social media and content creation for social media
Social media and content creation for social mediaSocial media and content creation for social media
Social media and content creation for social media
P&CO
 

What's hot (20)

Social media for social good
Social media for social goodSocial media for social good
Social media for social good
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
 
Role of Social Media Marketing in Consumer Buying Decision in Automobile Indu...
Role of Social Media Marketing in Consumer Buying Decision in Automobile Indu...Role of Social Media Marketing in Consumer Buying Decision in Automobile Indu...
Role of Social Media Marketing in Consumer Buying Decision in Automobile Indu...
 
Role of Social Media in Marketing
Role of Social Media in MarketingRole of Social Media in Marketing
Role of Social Media in Marketing
 
Recent trends in public relations in marketing
Recent trends in public relations in marketingRecent trends in public relations in marketing
Recent trends in public relations in marketing
 
Social Media & SM Marketing
Social Media & SM MarketingSocial Media & SM Marketing
Social Media & SM Marketing
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Impact of social media on business
Impact of social media on businessImpact of social media on business
Impact of social media on business
 
“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”“How Marketers are using Social Media Marketing to grow their Business”
“How Marketers are using Social Media Marketing to grow their Business”
 
Social Media Optimization
Social Media OptimizationSocial Media Optimization
Social Media Optimization
 
Massimo Burgio - Brand Reputation Management - International Search Summit - ...
Massimo Burgio - Brand Reputation Management - International Search Summit - ...Massimo Burgio - Brand Reputation Management - International Search Summit - ...
Massimo Burgio - Brand Reputation Management - International Search Summit - ...
 
Overview of social media marketing
Overview of social media marketingOverview of social media marketing
Overview of social media marketing
 
Social Media Marketing Final Project
Social Media Marketing Final ProjectSocial Media Marketing Final Project
Social Media Marketing Final Project
 
UPDATED: Social Media Terms Definitions Model Final
UPDATED: Social Media Terms Definitions Model FinalUPDATED: Social Media Terms Definitions Model Final
UPDATED: Social Media Terms Definitions Model Final
 
What Are 7 Steps Every Social Strategist Must Take To Help Their Organization...
What Are 7 Steps Every Social Strategist Must Take To Help Their Organization...What Are 7 Steps Every Social Strategist Must Take To Help Their Organization...
What Are 7 Steps Every Social Strategist Must Take To Help Their Organization...
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Social media marketing plan ppt
Social media marketing plan  pptSocial media marketing plan  ppt
Social media marketing plan ppt
 
Social Media Marketing - An Introduction
Social Media Marketing - An IntroductionSocial Media Marketing - An Introduction
Social Media Marketing - An Introduction
 
Social Media & Marketing
Social Media & MarketingSocial Media & Marketing
Social Media & Marketing
 
Social media and content creation for social media
Social media and content creation for social mediaSocial media and content creation for social media
Social media and content creation for social media
 

Viewers also liked

Online Reputation Management
Online Reputation ManagementOnline Reputation Management
Online Reputation Management
Windchimes Communications Pvt Ltd
 
Online Reputation Management
Online Reputation ManagementOnline Reputation Management
Online Reputation Management
Jenny-Rebecca Schmitt
 
Social Media & Reputation Management: The Why and The How
Social Media & Reputation Management: The Why and The HowSocial Media & Reputation Management: The Why and The How
Social Media & Reputation Management: The Why and The How
Daniel Riveong
 
Online Reputation Management and Social Media Marketing
Online Reputation Management and Social Media MarketingOnline Reputation Management and Social Media Marketing
Online Reputation Management and Social Media Marketing
Rajaie Haddad
 
Online reputation management
Online reputation managementOnline reputation management
Online reputation management
Integrated Marketing Foundation
 
Social Media Marketing Strategies for Financial Firms
Social Media Marketing Strategies for Financial FirmsSocial Media Marketing Strategies for Financial Firms
Social Media Marketing Strategies for Financial Firms
Gozoop Online Pvt.Ltd.
 
CRM and Stakeholder Management
CRM and Stakeholder ManagementCRM and Stakeholder Management
CRM and Stakeholder Management
Dr Ramakrishnan Ramachandran
 
Reputation Management Case Study
Reputation Management Case StudyReputation Management Case Study
Reputation Management Case Study
Cosmetic Social Media
 
Brandraising(R) Through Social Media
Brandraising(R) Through Social MediaBrandraising(R) Through Social Media
Brandraising(R) Through Social Media
Farra Trompeter, Big Duck
 
Online Reputation Management, Webcare & ORM
Online Reputation Management, Webcare & ORMOnline Reputation Management, Webcare & ORM
Online Reputation Management, Webcare & ORM
Teezir
 
Audience engagement
Audience engagementAudience engagement
Audience engagement
Farra Trompeter, Big Duck
 
Brand YOU: Online Reputation Management for University Students
Brand YOU: Online Reputation Management for University StudentsBrand YOU: Online Reputation Management for University Students
Brand YOU: Online Reputation Management for University Students
Tracy Raiteri
 
Reputation Management and Social Media for Higher Education
Reputation Management and Social Media for Higher EducationReputation Management and Social Media for Higher Education
Reputation Management and Social Media for Higher Education
Salesforce Marketing Cloud
 
Online Reputation Management, Why? How?
Online Reputation Management, Why? How?Online Reputation Management, Why? How?
Online Reputation Management, Why? How?
MediaZo
 
Case study: Professional Online Reputation
Case study:  Professional Online ReputationCase study:  Professional Online Reputation
Case study: Professional Online Reputation
Wanda J. Barreto
 
Online Reputation Management - A Case Study
Online Reputation Management - A Case StudyOnline Reputation Management - A Case Study
Online Reputation Management - A Case Study
Fionn Downhill
 

Viewers also liked (16)

Online Reputation Management
Online Reputation ManagementOnline Reputation Management
Online Reputation Management
 
Online Reputation Management
Online Reputation ManagementOnline Reputation Management
Online Reputation Management
 
Social Media & Reputation Management: The Why and The How
Social Media & Reputation Management: The Why and The HowSocial Media & Reputation Management: The Why and The How
Social Media & Reputation Management: The Why and The How
 
Online Reputation Management and Social Media Marketing
Online Reputation Management and Social Media MarketingOnline Reputation Management and Social Media Marketing
Online Reputation Management and Social Media Marketing
 
Online reputation management
Online reputation managementOnline reputation management
Online reputation management
 
Social Media Marketing Strategies for Financial Firms
Social Media Marketing Strategies for Financial FirmsSocial Media Marketing Strategies for Financial Firms
Social Media Marketing Strategies for Financial Firms
 
CRM and Stakeholder Management
CRM and Stakeholder ManagementCRM and Stakeholder Management
CRM and Stakeholder Management
 
Reputation Management Case Study
Reputation Management Case StudyReputation Management Case Study
Reputation Management Case Study
 
Brandraising(R) Through Social Media
Brandraising(R) Through Social MediaBrandraising(R) Through Social Media
Brandraising(R) Through Social Media
 
Online Reputation Management, Webcare & ORM
Online Reputation Management, Webcare & ORMOnline Reputation Management, Webcare & ORM
Online Reputation Management, Webcare & ORM
 
Audience engagement
Audience engagementAudience engagement
Audience engagement
 
Brand YOU: Online Reputation Management for University Students
Brand YOU: Online Reputation Management for University StudentsBrand YOU: Online Reputation Management for University Students
Brand YOU: Online Reputation Management for University Students
 
Reputation Management and Social Media for Higher Education
Reputation Management and Social Media for Higher EducationReputation Management and Social Media for Higher Education
Reputation Management and Social Media for Higher Education
 
Online Reputation Management, Why? How?
Online Reputation Management, Why? How?Online Reputation Management, Why? How?
Online Reputation Management, Why? How?
 
Case study: Professional Online Reputation
Case study:  Professional Online ReputationCase study:  Professional Online Reputation
Case study: Professional Online Reputation
 
Online Reputation Management - A Case Study
Online Reputation Management - A Case StudyOnline Reputation Management - A Case Study
Online Reputation Management - A Case Study
 

Similar to Social media reputation management - Sysomos

5 social media trends to watch
5 social media trends to watch5 social media trends to watch
5 social media trends to watch
Justin Goldsborough
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
dpullease
 
30-Minute Social Media Marketing by Susan Gunelius
30-Minute Social Media Marketing by Susan Gunelius30-Minute Social Media Marketing by Susan Gunelius
30-Minute Social Media Marketing by Susan Gunelius
KeySplash Creative, Inc.
 
101 pages of social media
101 pages of social media101 pages of social media
101 pages of social media
Robin Low
 
Socialmediamonitoring Brandsthatlistenmakebetterfriends 090531232428 Phpapp01
Socialmediamonitoring Brandsthatlistenmakebetterfriends 090531232428 Phpapp01Socialmediamonitoring Brandsthatlistenmakebetterfriends 090531232428 Phpapp01
Socialmediamonitoring Brandsthatlistenmakebetterfriends 090531232428 Phpapp01
Lorenzo Sendar
 
Social Media Monitoring: Brands That Listen Make Better Friends
Social Media Monitoring: Brands That Listen Make Better FriendsSocial Media Monitoring: Brands That Listen Make Better Friends
Social Media Monitoring: Brands That Listen Make Better Friends
Matt Granfield
 
Free Summit eBook - #CSMNY
Free Summit eBook - #CSMNYFree Summit eBook - #CSMNY
Free Summit eBook - #CSMNY
Useful Social Media
 
Alt Media Womuk Presentation
Alt Media Womuk PresentationAlt Media Womuk Presentation
Alt Media Womuk Presentation
wildfirewom
 
Domino's Pizza Social Media Campaign analysis
Domino's Pizza Social Media Campaign analysisDomino's Pizza Social Media Campaign analysis
Domino's Pizza Social Media Campaign analysis
Kate Organ
 
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
Matt Granfield
 
Social media tips & tricks to get a voice without yelling
Social media tips & tricks to get a voice without yellingSocial media tips & tricks to get a voice without yelling
Social media tips & tricks to get a voice without yelling
Eye 4 Marketing, LLC
 
Social Media and Your Business’ Future
Social Media and Your Business’ FutureSocial Media and Your Business’ Future
Social Media and Your Business’ Future
M/A/R/C Research
 
What Is Social Media And Why Should I Care
What Is  Social  Media And  Why  Should  I  CareWhat Is  Social  Media And  Why  Should  I  Care
What Is Social Media And Why Should I Care
Your Social Media Company
 
Social Media Basics
Social Media BasicsSocial Media Basics
Social Media Basics
FirePath Communications
 
Social media basics workshop
Social media basics workshopSocial media basics workshop
Social media basics workshop
FirePath Communications
 
Zarakolclientkeynote
ZarakolclientkeynoteZarakolclientkeynote
Zarakol Client Keynote
Zarakol Client KeynoteZarakol Client Keynote
Zarakol Client Keynote
Burson-Marsteller Schweiz
 
Social Media Marketing for Small Business 101
Social Media Marketing for Small Business 101Social Media Marketing for Small Business 101
Social Media Marketing for Small Business 101
Matt Granfield
 
7 Social Media Secrets
7 Social Media Secrets7 Social Media Secrets
7 Social Media Secrets
iStrategy
 
Social Media ROI
Social Media ROISocial Media ROI
Social Media ROI
Yusuf OC
 

Similar to Social media reputation management - Sysomos (20)

5 social media trends to watch
5 social media trends to watch5 social media trends to watch
5 social media trends to watch
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
30-Minute Social Media Marketing by Susan Gunelius
30-Minute Social Media Marketing by Susan Gunelius30-Minute Social Media Marketing by Susan Gunelius
30-Minute Social Media Marketing by Susan Gunelius
 
101 pages of social media
101 pages of social media101 pages of social media
101 pages of social media
 
Socialmediamonitoring Brandsthatlistenmakebetterfriends 090531232428 Phpapp01
Socialmediamonitoring Brandsthatlistenmakebetterfriends 090531232428 Phpapp01Socialmediamonitoring Brandsthatlistenmakebetterfriends 090531232428 Phpapp01
Socialmediamonitoring Brandsthatlistenmakebetterfriends 090531232428 Phpapp01
 
Social Media Monitoring: Brands That Listen Make Better Friends
Social Media Monitoring: Brands That Listen Make Better FriendsSocial Media Monitoring: Brands That Listen Make Better Friends
Social Media Monitoring: Brands That Listen Make Better Friends
 
Free Summit eBook - #CSMNY
Free Summit eBook - #CSMNYFree Summit eBook - #CSMNY
Free Summit eBook - #CSMNY
 
Alt Media Womuk Presentation
Alt Media Womuk PresentationAlt Media Womuk Presentation
Alt Media Womuk Presentation
 
Domino's Pizza Social Media Campaign analysis
Domino's Pizza Social Media Campaign analysisDomino's Pizza Social Media Campaign analysis
Domino's Pizza Social Media Campaign analysis
 
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
 
Social media tips & tricks to get a voice without yelling
Social media tips & tricks to get a voice without yellingSocial media tips & tricks to get a voice without yelling
Social media tips & tricks to get a voice without yelling
 
Social Media and Your Business’ Future
Social Media and Your Business’ FutureSocial Media and Your Business’ Future
Social Media and Your Business’ Future
 
What Is Social Media And Why Should I Care
What Is  Social  Media And  Why  Should  I  CareWhat Is  Social  Media And  Why  Should  I  Care
What Is Social Media And Why Should I Care
 
Social Media Basics
Social Media BasicsSocial Media Basics
Social Media Basics
 
Social media basics workshop
Social media basics workshopSocial media basics workshop
Social media basics workshop
 
Zarakolclientkeynote
ZarakolclientkeynoteZarakolclientkeynote
Zarakolclientkeynote
 
Zarakol Client Keynote
Zarakol Client KeynoteZarakol Client Keynote
Zarakol Client Keynote
 
Social Media Marketing for Small Business 101
Social Media Marketing for Small Business 101Social Media Marketing for Small Business 101
Social Media Marketing for Small Business 101
 
7 Social Media Secrets
7 Social Media Secrets7 Social Media Secrets
7 Social Media Secrets
 
Social Media ROI
Social Media ROISocial Media ROI
Social Media ROI
 

More from Sysomos

The Sysomos Platform - Webcast Presentation
The Sysomos Platform - Webcast PresentationThe Sysomos Platform - Webcast Presentation
The Sysomos Platform - Webcast Presentation
Sysomos
 
Customer Generated Content: Things Marketers Should Know
Customer Generated Content: Things Marketers Should KnowCustomer Generated Content: Things Marketers Should Know
Customer Generated Content: Things Marketers Should Know
Sysomos
 
Sysomos Beyond the Numbers - Social Media Crisis Management
Sysomos Beyond the Numbers - Social Media Crisis ManagementSysomos Beyond the Numbers - Social Media Crisis Management
Sysomos Beyond the Numbers - Social Media Crisis Management
Sysomos
 
Sysomos Beyond the Numbers - Boolean Query Lesson 2016
Sysomos Beyond the Numbers - Boolean Query Lesson 2016Sysomos Beyond the Numbers - Boolean Query Lesson 2016
Sysomos Beyond the Numbers - Boolean Query Lesson 2016
Sysomos
 
AEJM Conference - Event Report
AEJM Conference - Event ReportAEJM Conference - Event Report
AEJM Conference - Event Report
Sysomos
 
Real Time Paid Social Advertising Analysis
Real Time Paid Social Advertising AnalysisReal Time Paid Social Advertising Analysis
Real Time Paid Social Advertising Analysis
Sysomos
 
Unlocking Insights With Facebook Topic Data
Unlocking Insights With Facebook Topic DataUnlocking Insights With Facebook Topic Data
Unlocking Insights With Facebook Topic Data
Sysomos
 
Managing a Growing Social Media Strategy - APAC
Managing a Growing Social Media Strategy - APACManaging a Growing Social Media Strategy - APAC
Managing a Growing Social Media Strategy - APAC
Sysomos
 
Social Customer Service Strategy
Social Customer Service StrategySocial Customer Service Strategy
Social Customer Service Strategy
Sysomos
 
Managing a Growing Social Media Strategy
Managing a Growing Social Media StrategyManaging a Growing Social Media Strategy
Managing a Growing Social Media Strategy
Sysomos
 
Sysomos Reports - The 2016 Oscars 2016
Sysomos Reports - The 2016 Oscars 2016Sysomos Reports - The 2016 Oscars 2016
Sysomos Reports - The 2016 Oscars 2016
Sysomos
 
Facebook Topic Data With Sysomos Scout
Facebook Topic Data With Sysomos ScoutFacebook Topic Data With Sysomos Scout
Facebook Topic Data With Sysomos Scout
Sysomos
 
Sysomos Reports: Super Bowl 50
Sysomos Reports: Super Bowl 50Sysomos Reports: Super Bowl 50
Sysomos Reports: Super Bowl 50
Sysomos
 
Coming From Sysomos In 2016
Coming From Sysomos In 2016Coming From Sysomos In 2016
Coming From Sysomos In 2016
Sysomos
 
New Improvements to Heartbeat 2.0
New Improvements to Heartbeat 2.0New Improvements to Heartbeat 2.0
New Improvements to Heartbeat 2.0
Sysomos
 
Introducing Sysomos Map 2.0
Introducing Sysomos Map 2.0Introducing Sysomos Map 2.0
Introducing Sysomos Map 2.0
Sysomos
 
Deep Social Insight
Deep Social InsightDeep Social Insight
Deep Social Insight
Sysomos
 
Unleash The Power Of Visual Social Media For Your Brand
Unleash The Power Of Visual Social Media For Your BrandUnleash The Power Of Visual Social Media For Your Brand
Unleash The Power Of Visual Social Media For Your Brand
Sysomos
 
How To Use Social Data Analytics To Win At Everything
How To Use Social Data Analytics To Win At EverythingHow To Use Social Data Analytics To Win At Everything
How To Use Social Data Analytics To Win At Everything
Sysomos
 
The Future of Social Data: Social Intelligence - A presentation from #SMWChicago
The Future of Social Data: Social Intelligence - A presentation from #SMWChicagoThe Future of Social Data: Social Intelligence - A presentation from #SMWChicago
The Future of Social Data: Social Intelligence - A presentation from #SMWChicago
Sysomos
 

More from Sysomos (20)

The Sysomos Platform - Webcast Presentation
The Sysomos Platform - Webcast PresentationThe Sysomos Platform - Webcast Presentation
The Sysomos Platform - Webcast Presentation
 
Customer Generated Content: Things Marketers Should Know
Customer Generated Content: Things Marketers Should KnowCustomer Generated Content: Things Marketers Should Know
Customer Generated Content: Things Marketers Should Know
 
Sysomos Beyond the Numbers - Social Media Crisis Management
Sysomos Beyond the Numbers - Social Media Crisis ManagementSysomos Beyond the Numbers - Social Media Crisis Management
Sysomos Beyond the Numbers - Social Media Crisis Management
 
Sysomos Beyond the Numbers - Boolean Query Lesson 2016
Sysomos Beyond the Numbers - Boolean Query Lesson 2016Sysomos Beyond the Numbers - Boolean Query Lesson 2016
Sysomos Beyond the Numbers - Boolean Query Lesson 2016
 
AEJM Conference - Event Report
AEJM Conference - Event ReportAEJM Conference - Event Report
AEJM Conference - Event Report
 
Real Time Paid Social Advertising Analysis
Real Time Paid Social Advertising AnalysisReal Time Paid Social Advertising Analysis
Real Time Paid Social Advertising Analysis
 
Unlocking Insights With Facebook Topic Data
Unlocking Insights With Facebook Topic DataUnlocking Insights With Facebook Topic Data
Unlocking Insights With Facebook Topic Data
 
Managing a Growing Social Media Strategy - APAC
Managing a Growing Social Media Strategy - APACManaging a Growing Social Media Strategy - APAC
Managing a Growing Social Media Strategy - APAC
 
Social Customer Service Strategy
Social Customer Service StrategySocial Customer Service Strategy
Social Customer Service Strategy
 
Managing a Growing Social Media Strategy
Managing a Growing Social Media StrategyManaging a Growing Social Media Strategy
Managing a Growing Social Media Strategy
 
Sysomos Reports - The 2016 Oscars 2016
Sysomos Reports - The 2016 Oscars 2016Sysomos Reports - The 2016 Oscars 2016
Sysomos Reports - The 2016 Oscars 2016
 
Facebook Topic Data With Sysomos Scout
Facebook Topic Data With Sysomos ScoutFacebook Topic Data With Sysomos Scout
Facebook Topic Data With Sysomos Scout
 
Sysomos Reports: Super Bowl 50
Sysomos Reports: Super Bowl 50Sysomos Reports: Super Bowl 50
Sysomos Reports: Super Bowl 50
 
Coming From Sysomos In 2016
Coming From Sysomos In 2016Coming From Sysomos In 2016
Coming From Sysomos In 2016
 
New Improvements to Heartbeat 2.0
New Improvements to Heartbeat 2.0New Improvements to Heartbeat 2.0
New Improvements to Heartbeat 2.0
 
Introducing Sysomos Map 2.0
Introducing Sysomos Map 2.0Introducing Sysomos Map 2.0
Introducing Sysomos Map 2.0
 
Deep Social Insight
Deep Social InsightDeep Social Insight
Deep Social Insight
 
Unleash The Power Of Visual Social Media For Your Brand
Unleash The Power Of Visual Social Media For Your BrandUnleash The Power Of Visual Social Media For Your Brand
Unleash The Power Of Visual Social Media For Your Brand
 
How To Use Social Data Analytics To Win At Everything
How To Use Social Data Analytics To Win At EverythingHow To Use Social Data Analytics To Win At Everything
How To Use Social Data Analytics To Win At Everything
 
The Future of Social Data: Social Intelligence - A presentation from #SMWChicago
The Future of Social Data: Social Intelligence - A presentation from #SMWChicagoThe Future of Social Data: Social Intelligence - A presentation from #SMWChicago
The Future of Social Data: Social Intelligence - A presentation from #SMWChicago
 

Recently uploaded

Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...
Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...
Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...
margaretblush
 
Cracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptxCracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptx
Workforce Group
 
Chief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 ReportChief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 Report
Compliance Vision
 
WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
Western Alaska Minerals Corp.
 
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Philip M Caputo
 
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
emmanuelpulido003
 
STEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publicationsSTEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publications
mcynthus
 
Restaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel HammametRestaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel Hammamet
rihabkorbi24
 
Path to the next normal collection McKinsey
Path to the next normal collection McKinseyPath to the next normal collection McKinsey
Path to the next normal collection McKinsey
MajIman2
 
What's your strategy? Getting tactical about being strategic.
What's your strategy? Getting tactical about being strategic.What's your strategy? Getting tactical about being strategic.
What's your strategy? Getting tactical about being strategic.
Doug Hall
 
YouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdfYouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdf
grizzyhuncho
 
Maximise your Business Potential: Annual Planning Workshop
Maximise your Business Potential: Annual Planning WorkshopMaximise your Business Potential: Annual Planning Workshop
Maximise your Business Potential: Annual Planning Workshop
chris908327
 
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
kevinkariuki227
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
maigasapphire
 
upGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptxupGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptx
himanshubclubofgsv
 
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
حبوب الاجهاض سايتوتك للبيع في الامارات cytotec واتس 00966583759617
 
Network Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for ObservabilityNetwork Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for Observability
GauriKale30
 
2024 BPMN MIWG Capability Demonstration
2024  BPMN MIWG Capability Demonstration2024  BPMN MIWG Capability Demonstration
2024 BPMN MIWG Capability Demonstration
Denis Gagné
 
20240716_ TJ Communications Credentials.pdf
20240716_ TJ Communications Credentials.pdf20240716_ TJ Communications Credentials.pdf
20240716_ TJ Communications Credentials.pdf
tjcomstrang
 
Standard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital MarketingStandard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital Marketing
Dipendra Prasad Poudel
 

Recently uploaded (20)

Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...
Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...
Girls Call Andheri West 9910780858 Provide Best And Top Girl Service And No1 ...
 
Cracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptxCracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptx
 
Chief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 ReportChief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 Report
 
WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
 
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
 
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
 
STEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publicationsSTEPIC Innovations 2026 futurism publications
STEPIC Innovations 2026 futurism publications
 
Restaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel HammametRestaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel Hammamet
 
Path to the next normal collection McKinsey
Path to the next normal collection McKinseyPath to the next normal collection McKinsey
Path to the next normal collection McKinsey
 
What's your strategy? Getting tactical about being strategic.
What's your strategy? Getting tactical about being strategic.What's your strategy? Getting tactical about being strategic.
What's your strategy? Getting tactical about being strategic.
 
YouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdfYouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdf
 
Maximise your Business Potential: Annual Planning Workshop
Maximise your Business Potential: Annual Planning WorkshopMaximise your Business Potential: Annual Planning Workshop
Maximise your Business Potential: Annual Planning Workshop
 
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
 
upGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptxupGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptx
 
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
 
Network Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for ObservabilityNetwork Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for Observability
 
2024 BPMN MIWG Capability Demonstration
2024  BPMN MIWG Capability Demonstration2024  BPMN MIWG Capability Demonstration
2024 BPMN MIWG Capability Demonstration
 
20240716_ TJ Communications Credentials.pdf
20240716_ TJ Communications Credentials.pdf20240716_ TJ Communications Credentials.pdf
20240716_ TJ Communications Credentials.pdf
 
Standard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital MarketingStandard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital Marketing
 

Social media reputation management - Sysomos

  • 1. Social Media MarketingEssential Guide for BusinessesManaging yourSocial Media Reputationwww.sysomos.com
  • 2. IntroductionIn this presentation we will take a look at why reputation management is important in the social media realm and how it can affect the health of your brand.We will also go over some of the things which should be monitored in order to develop a reputation management strategy.Lastly, we’ll look at a few examples of those who have used social media to improve their reputations, and those who have ignored it.
  • 3. The Power of Word of Mouth90% of people trust the recommendations of those they know.70% trust consumer opinions found online.- Nielsen Global Online Consumer Survey 2009Word of mouth has always been the most trusted channel for brand awareness. With the advent of social media, word of mouth is now a public conversation involving millions of participants. Not surprisingly, online consumer opinion has become the second most trusted form of product review. “Consumers trust real friends and virtual strangers the most.”- Nielsen Global Online Consumer Survey 2009
  • 4. Social Media Reputation Management: Why?Real world events concerning your brand drive online discussion.Online discussion amplifies positive or negative perception.This perception carries back to the real world to affect your bottom line.
  • 5. Case Study: America OnlineOn June 13th 2006, a little-known blogger named Vincent Ferrari tries to cancel his account with AOL. During a single phone call, he has to ask over a dozen times before being allowed to cancel. Frustrated, he blogs about his experience and uploads a recording of the phone call.On June 20th, his post is linked to by a major consumer blog resulting in 300,000downloads within the hour. Vincent’s blog receives over 1,000comments from outraged consumers. Thousands of sites and bloggers pick up his story.On June 24th, the New York Post and New York Times run articles on Ferrari’s experience. Soon after, NBC calls for an interview. Six days after he wrote the blog, Vincent Ferrari is on the Today show. Later, he is on Nightline.On August 3, Time Warner announces that the company will be dissolving AOL's retention centers due to costs associated with processing cancellations. “The company estimates that it will lose more than six million paying subscribers over the next year.”- The New York Times, 2006
  • 6. Case Study: Wine LibraryGary Vaynerchuk is the owner of Wine Library, a wine retailer. In 2006 Wine Library already has significant online sales but Gary feels he has still not tapped the full potential of the internet.Gary notices his employees watching videos online and gets the idea to launch Wine Library TV, a video blog. In his videos, he rates wine, gives tasting tips, and answers questions from wine enthusiasts. Each video receives hundreds of comments. Wine Library TV also has forum, Facebook, and Twitter integration, creating a true consumer community for Gary to engage. Since the launch of his site, Wine Library has tripled revenue to over $60 million dollars annually becoming the world’s biggest online wine vendor. Wine Library TV receives 90,000visitors each day and Gary has over 850,000Twitter followers.“Pull out your phone with purpose: if you’re at a restaurant and they tell you that you have to wait for 35 extra minutes, threaten to tweet about it or give them a negative Yelp review.” - Gary Vaynerchuk, Tahoe Tech Talk 2010
  • 7. Social Media Reputation Management: What?Social media reputation management combines continuous monitoring with active engagement. More than customer service, it is the proactive use of social media channels to promote your brand.The basic goal is to get as many people talking positively about your brand as possible.
  • 8. Social Media Reputation Management: MonitoringPositive MentionsAs shown, positive reactions go a long way towards having a great reputation. You want to generate more of these through every social media engagement – enough positive momentum and your brand reputation will drive itself. An increase in positive mentions is a great indicator you’ve done something right.Negative MentionsDespite their nature, negative mentions present a great opportunity. These discussions tend to bring together many people with the same concerns, so you can reach out to an entire group at once. A sudden increase in negative mentions may mean you have a crisis on your hands which needs immediate engagement.
  • 9. Crisis Timeline - Blogs:Apple iPhone4June 7th – iPhone 4 announced (Sentiment: 89% favorable, 11% negative)June 24th – iPhone 4 released.June 25th – iPhone 4 reception problem widely reported. (Sentiment: 74% favorable, 26% negative – 140% increase in negative sentiment blogs!)July 16th – Apple holds a press conference to address reception complaints.
  • 10. Social Media Reputation Management: MonitoringNew Markets / Market TrendsNot everyone has an opinion about your brand. Perhaps they don’t know about it but they’re looking for something like it. There’s a good chance the internet will be the first place they look. By monitoring your industry in general, you can reach out to these people. Just as importantly, monitoring beyond your brand name gives you an idea of consumer needs, problems, and demographic profiles.Top InfluencersCertain individuals hold a lot of online influence within their domain. In your particular industry they may have the largest number of Twitter followers, or the most commented blog, or the highest traffic forum. This means their opinion quickly reaches a large number of people. It is important to identify these influencers to understand their opinions on your brand and make them your advocates.
  • 11. Social Media Reputation Management: MonitoringKey ConversationsDiscussion about your brand is never limited to just one subject. Even in extremely focused times there may be several different themes and topics. On a normal day there may be dozens of topics. It is important to be able to filter out the noise and identify the key conversations representing the most talked about topics. Like top influencers, by addressing the key conversations you will get the most bang for your social media buck.CompetitorsLike you, your competitors are online. Having insight on their online reputations can help you plan your engagements. Their dissatisfied customers could be your potential customers. Their social media advocates might be willing sit through a demo of your product and provide valuable feedback.
  • 12. Social Media EngagementCase Study: Domino’s PizzaOn April 13th 2009, a YouTube video of two Domino’s Pizza employees tampering with a pizza received in over one million views during the next two days.On April 14th, the company fires both employees but makes no further move in the hopes that things will die down.On April 15th, Domino’s President Patrick Doyle apologizes via YouTube. The video gets over 500,000 views. He also launches a Domino’s Twitter account for immediate corporate response in the future. Despite responding just two days later and impressing many people with their social media approach, short-term sentiment suffers due to the belief the company took too long to address the YouTube video. Domino’s SentimentApril 13th – 24th 2009
  • 13. Social Media EngagementCase Study: Domino’s PizzaKey Conversations
  • 14. Social Media EngagementCase Study: Domino’s Pizza.
  • 15. Social Media EngagementCase Study: Domino’s PizzaSince then Domino’s Pizza has fully embraced social media as a channel to improve both their product and reputation, meeting with great success in several campaigns.Pizza TurnaroundDomino’s launches pizzaturnaround.com to showcase their revamped pizzas. They show 10,000 negative comments which they took into account when redesigning their pizza and ask consumers to give it another try. On YouTube, the video receives over 700,000 views. The Pizza Turnaround blog receives hundreds of comments and streams thousands of live consumer tweets. Domino’s new pizza leads to a 14.3% increase in sales. “A remarkably better pizza, and our honesty in how we told consumers about it, is paying off...” – Patrick Doyle, Domino’s President
  • 16. Social Media EngagementCase Study: Domino’s PizzaYouTube Video – Pizza Turnaround
  • 17. Social Media EngagementCase Study: Domino’s PizzaPizza HoldoutsLooking for the people who have yet to try their new pizza, Domino’s launches pizzaholdouts.com, a contest where people are rewarded for getting their ‘holdout’ friends to try Domino’s. Influential blogs such as Mashable pick up the campaign and again thousands blog and tweet about it. Facebook integration offers easy participation. Overall the response is overwhelmingly positive.Pizza Holdouts Sentiment
  • 18. Social Media EngagementCase Study: Domino’s PizzaKey ConversationsBuzzgraph
  • 19. Social Media EngagementCase Study: Domino’s PizzaShow Us Your PizzaVowing to stop using ‘fake’ pizzas in their commercials, Domino’s newest campaign asks customers to upload pictures of their pizza at showusyourpizza.com. When a customer sends in a badly made pizza, Domino’s quickly responds with a YouTube apology. People notice.“The only way to put out a social media fire is with social media water.”- Ramon Deleon, Chicago Domino’s Owner
  • 20. Social Media EngagementCase Study: Domino’s PizzaKey ConversationsDespite a rocky and perhaps involuntary start, Domino’s Pizza now readily monitors and engages their market through social media. A genuine effort to build positive relationships has led to a vastly improved online reputation. In turn this has contributed to commercial success – through the first three quarters of 2010, Domino’s Pizza has enjoyed increased sales of 14.3%, 8.8%, and 11.7%.