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Brand reputationmanagementgdy2013
- 1. Brand Reputation Management Go Digital, Yuma! Lori Stofft, M.S., IMC Dean, Marketing & Public Relations Arizona Western College Lori.stofft@azwestern.edu @arizonawestern @lstofft
- 2. Social Media is Word of Mouth On Steroids Socialnomics video (4 minutes) http://youtu.be/QUCfFcchw1w
- 3. What your customers say your brand is What you think your brand is What is a brand?
- 8. Brand Reputation Management in Three Easy Steps 1. Creating Positive Content 2. Listening (monitoring) 3. Responding
- 13. Listening
- 14. Listening
- 15. Listening
- 16. Responding
- 17. Responding
- 18. Responding
- 19. How to avoid bad reviews 1. Give great customer service. Don’t tolerate less. 2. Make it easy to complain; don’t get defensive when people do 3. Follow up immediately, try to resolve issue 4. Take the time to respond to every negative review online 5. Never fake reviews 6. Communicate with your competition
- 20. Spotting Fake Reviews: All marketing speak A single review Repeated reviews Polyamorous reviews ALL CAPS Axe to grind Hyperventilating negative reviews Using "brand approved" version of the name
- 21. 6 Ideas to Build Trust with Social Media Thought Leadership Share tips, articles, industry research, local events Transparency CEO or owner blog Handle big announcements online Quick & Responsive Communication Respond rapidly to online complaints Thank negative reviews, address each problem Don’t get defensive Accountability Show progress Admit fault Fun & Simple Engagement Polls, questions, ask for feedback, give prizes Social Responsibility Demonstrate you care for the world around you
- 22. Thank you! Twitter - @lstofft LinkedIn – Lori Stofft
Editor's Notes
- A brand is a promise, an expectation.You only control a small part of your brand, the rest is controlled, collectively, by the marketplace.This is increasingly true with the advent of the internet, and the art of conversation.Self described as “Corporate activists seeking to put a human touch back into the corporate world through the use of technology.”A set of 95 theses about how to do business in this “newly connected marketplace” – and they suggest that the web has subverted most major business functions, but certainly marketing.They will have an opinion of you, guaranteed, but you can only inflluence it so much
- Marketing funnel – awareness, consideration, purchase
- Modern brand funnel – this is important because the advent of the shift with online communications, has subverted the power structure – brands don’t own it, people do – this really forces PR people into the marketing funnel like never before
- Remember the video? Google searches? Youtube searches? What contributes to your online reputation?SearchMainstream MediaSocial MediaConsumer Generated Media
- Regarding Authenticity….
- Just a funny feeling……All businesses feel this way!
- Just a funny feeling……All businesses feel this way!
- Just a funny feeling……All businesses feel this way!
- Just a funny feeling……All businesses feel this way!
- Just a funny feeling……All businesses feel this way!
- Just a funny feeling……All businesses feel this way!
- Just a funny feeling……All businesses feel this way!
- Just a funny feeling……All businesses feel this way!
- Just a funny feeling……All businesses feel this way!
- Just a funny feeling……All businesses feel this way!
- For complaints - form on web site, email, phone #, comment box, posting owners emailWhen you respond, sometimes this turns golden; disarm the relationship (limits the chance of bad spam reviews(never do reviews or do them for your clients)OTHER IDEASRespond to customer complaintsAsking sites to take down incorrect informationUsing online feedback to influence product development or customer service practice(AWC Facebook poll led to adding two new courses for summer: Phlebotomy and BIO)As a consumer, be wary (30% of reviews are faked)
- From Forbes – Brent Gleeson, former Navy SEALhttp://www.forbes.com/sites/brentgleeson/2012/10/31/6-ways-brands-build-trust-through-social-media/
- Just a funny feeling……All businesses feel this way!