How to Manage Your Online Reputation
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Social media is a vehicle that is driving a lot of the change. People are connecting, sharing, and talking about anything and everything using social applications - particularly brands and organisations they love and loathe. This makes the task of managing your reputation online much harder than it has ever been before. 'How to Manage Your Online Reputation' is a practical presentation on how digital has evolved, how this affects you and how to protect your brand in this dynamic online environment. Claire uses a variety of real-world case studies and suggests a range of useful tools to ensure you walk away with practical advice you can put to use right away. Presented by digital strategist, Claire Cooper.
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How to Manage Your Online Reputation
- 1. Claire Cooper, Bullseye ONLINE REPUTATION MANAGEMENT
- 2. What will we be pondering today...? • The evolution of digital. • The changing face of recommendations and expectations. • Social media usage in crisis situations: exploring both public and private sector examples. • How you can proactively manage your reputation online.
- 3. To understand how to manage your reputation online you first need to understand how digital is evolving.
- 4. The new daily routine... • Wake up and check email on iPhone or iPad • During breakfast browse Facebook/ Twitter • On the way to work you listen to a Podcast • Check in at local coffee shop via Foursquare to maintain Mayor status • Scroll through aggregated news in RSS feeds • Conduct Skype and IM conversations...and on it goes...
- 5. Source: @padday The rules of engagement have changed
- 6. The web is dead. Long live the internet.
- 7. “Kiss your browser goodbye”
- 9. Bookmarklet I digg you Just Google it Like Tweet Yahoo Original image from www.isteconnects.org You just unlocked the “swarm” badge You are now the Mayor of The Australian Museum Just checked in to Times Square
- 10. What you fear about social media • “I don’t understand it.” • “I don’t need it.” • “I don’t have time.” • “People will say negative things about my company/ organisation if we engage.”
- 11. The reality of Social Media • People are already talking about your brand or organisation whether you have joined the conversation or not. • That message is being shared. Many times. • People trust the recommendation of their peers.
- 12. 90% of consumers trust peer recommendations (Nielsen Global Online Consumer Survey July 2009)
- 13. Red Cross Report (USA) into social media usage in a disaster • One in six (15%) have used social media to get information about an emergency. • About half of respondents would mention emergencies on their social media channels. • 50%+ would send a text message to an available response agency if they needed help.
- 14. In an emergency, if 911 was busy who else would you try to reach and how? Who? • Police- 39% • Fire Department- 19% • Family, friends or neighbours- 16% • Hospital- 10% • How? • Phone or mobile- 42% • Digital Media- 18% • Walk or drive- 16% • Text message- 4% Red Cross Report (USA)
- 15. Social media version of the Giuliani model • Here’s what we know AND how to share it with people you know • Tell us what you know and help us fill in the gaps about what we don’t know • Here’s what we’re doing AND what you’re doing • Here’s what we want you to do AND how to do it Source: Sandeep Varma, Office Of Emergency Services Commissioner
- 16. Social media and the Chilean Miners Crisis
- 17. Chilean Miners: Broke all online records • 5th largest online & TV media event in history, just below Obama inauguration • 104,000 messages per hour via Twitter including top six keywords related to the rescue • People were using social media while watching TV • Online news sites live-blogged for 36 hours Source: Sandeep Varma, Office Of Emergency Services Commissioner
- 18. Recent disasters: BP oil rig explosion
- 19. Be prepared... “… typically 5 to 7 responders per day were focused on managing inquiries averaging nearly 1000 inquiries PER DAY. In some periods of high activity as many as 7 inquiries per minute were received.” – Gerald Baron, Founder and Exec. VP, O’Briens Response Management. Unending Flow; Case Study on Communications in Gulf Oil Spill
- 20. Chose your spokesperson carefully Search: BP Oil Spill on YouTube
- 21. The internet is the court of the public • The “United Breaks Guitar” story is a classic example of being tried in the court of public opinion. – Bands musical instruments badly damaged – Airline wouldn’t take responsibility – Created a series of musical parodies of their experience – Uploaded them to YouTube – The response surpassed expectation...
- 22. Bad news spreads like wildfire online • The 1st video got 3 million views in first 10 days. • Now the 12th most watched video in YouTube history. • It hit no.1 on the iTunes Music Store. • The 3 videos combined now have over 10.5 mil views- this doesn’t include the public response videos...
- 23. Video 1 Launches Video 2 Launches Video 3 Launches Video 2 re-promoted on multiple online channels. More public response videos Video 1 spurs numerous parodies and spoofs. Lets map out what happened...
- 24. What about the popularity of Dave Carroll? 4,500 Followers on Twitter
- 25. Twitter was the main channel for discussion
- 26. Only 9 tweets on the United Airlines Twitter
- 27. On Facebook 13 negative comments and the fan page is now “unofficial”
- 28. July 12th 2009 United Breaks Guitars. Ms Irlweg Responds 177,169 views (fake corporate response) July 9th 2009 United Breaks Guitars. Inside response from United Airlines 525,122 views (fake corporate response) July 26th, 2009 United Breaks Guitars. Corporate Response Parody. 54,793 views (fake corporate response) August 21st, 2009 United Breaks Guitar. The Answer. 14,956 views. (Offers 10 solutions to United Airlines for dealing with the mess). July 24th 2009 RE: United Breaks Guitars. 15,241 views. Word of Mouth company applauds the action taken by Sons of Maxwell. Jan 27th, 2010 RE: United breaks guitars- inside response from United Airlines. 4,017 views. A Vietnam Vet says companies like United have changed and have no morals. July 10, 2009. 645,274 views. Dave Carroll makes a statement to thank public for response and advise that United has made contract and offered compensation. He has suggested they donate to charity and communicate to all which charity they donated to. He also publicly apologised to Ms Irlweg for putting her in the spotlight. July 10th 2009. Singers Sweet Revenge. 145,658 views.CBS interview Dave Carroll on live TV. July 9th 2009 United Breaks Guitars- CNN Situation Room- Wolf Blitzer. 79,589 views. CNN runs story on Dave Carroll’s guitar situation. July 9th 2009. United Breaks guitars song 2 Ms. Irlweg - Dave Carroll music - Reunion Blues Saves Them . 73,586 views. People through guitar off roof to see how it survives. July 11th, 2009. United Breaks Guitars - Northwest Breaks Dulcimers (Song Only) . 24,195 views. Another joins the protest with a story of his own. His instrument broken by Northwest. July 26th, 2009 United Breaks Guitars. Corporate Response Parody. 54,793 views (fake corporate response) July 10th, 2009 Taylor Guitars Responds to “United Breaks Guitars”. 495,144 views. Awesome response to sympathise with Dave and give tips and advice when travelling with instruments. Public response videos over 2.5 mil views.. and counting...
- 29. How did this affect United Airlines? • UA’s stock plunged 10% • Negative comments on Facebook led to it becoming the “unofficial fan page”. • Lost opportunity to engage with the 9,000 fans. • Longevity of issue due to lack of response. • Affect of negativity on brand perception.
- 30. How could United Airlines have responded better? • Nomination of a consistent spokesperson. • Dissemination of press release on website. • Better utilisation of social channels already employed. • Generation of a quirky response video.
- 31. Virgin Blue did well online but what about offline?
- 32. And what will Suncorp’s response be?
- 33. How can you be prepared so you don’t end up with egg on your face?
- 34. Set up a listening post
- 35. Draw insight from the data Use a monitoring tool that provides visibility into social media: • Who's talking: gender, age and location • What they're saying: sentiment analysis, and discussion clustering • How popular are they: ranking • Where they're talking: blogs, social networks, microblogs...all of social media
- 36. View and analyse results
- 37. Analyse the result in detail
- 38. So who is s-dog?
- 39. Monitor s_dog ongoing and assign workflows to team members
- 40. Once you've highlighted relevant conversations/ influencers you can engage or I love comments
- 41. Reputation/ crisis social media strategies • Have a “dark site” or app on hand to easily update and deploy in an emergency. • Three phases of reputation/ emergency management: preparedness, response and recovery (remember Giuliani Model) • Use a common language and channel for communication. • Strategy first. Social ingredients next. Don’t act without a crisis management plan in place. • Proactively track your reputation using social media monitoring.
- 42. THANK YOU! E: claire.cooper@bullseye.com.au T: @ccoops
Editor's Notes
- We are hungry for content on demand.... I am pretty sure this isn’t just me?
- People are increasingly using the web to get the information they need from each other, rather than from businesses.
- There has been a shift from the wide-open web to semi-closed platforms that use the internet for transport but not the browser for display. This is driven by the iPhone model of mobile computing. A world where choice and content is in the hands of the consumer. Not because we are rejecting the idea of the web bit because these dedicated platforms fit better into our lives.
- We have moved beyond the browser into a mindset of expecting information when we want it, where we want it.
- This is another example of how the game and rules of engagement continue to change. I was watching TV last night and noticed a new “chat on” feature. Check out my comment “coops”.
- The world beyond the browser which is driven by peer to peer interactions and can be accessed anytime/ anywhere. People are connecting, sharing, talking about anything and everything they want using social applications. This makes the task of managing your reputation online much harder...it is driven by the public and social media is the vehicle which is driving a lot of the change.
- This highlights just how much social Media is giving consumers a voice – causing brands to take responsibility!
- Beyond brands, people expect organisations to be in social media and they rely on it as a credible source during crisis or diaster.
- Heres an example of how very bad PR situations can get even worse when they are poorly handled: http://www.youtube.com/watch?v=2AAa0gd7ClM
- I am sure you have all heard about the United Breaks Guitars story? If you haven’t basically Dave Carroll from the Maxwell and Sons was travelling with the band in 2008. During one flight to a gig on landing they saw from the plane window baggage handlers biffing their instruments from the plane. Resulting in one hitting the ground. Carroll then spend the next year going between airline companies and airports trying to get someone to take responsibility. As a result of his frustration he vowed he would write three songs about his experience, release them on YouTube and attempt to get 1 million hits....his expectations were well and truly exceeded.
- Using a monitoring tool we can input keywords to map out how the event began and what effect it has on discussion in social channels
- We can view the popularity of people contributing. When you looked at Dave Carroll back in 2009 he was a bit of an unknown in the social world. Then literally overnight he became famous...on Twitter specifically he went from almost 0 to over 4,000 fans. This shows that even though someone might look uninfluential this could be easily changed in the social world in a very short period of time. If United had off been watching this via monitoring they would have seen him growing in popularity very quickly and may have been able to better manage what occurred...
- Although YouTube was the main area for viewing the videos...Twitter held a lot of adhoc discussion on the topic. The channels work together...and in a crisis can work together to work against you
- If you have a social presence and don’t use it isn’t worse than not being there at all.
- Lost opportunity to engage with the 9,000 fans gathered originally.
- The flow on effect continues to this day. In the hour I spent searching on YouTube I found parodies and spoofs resulting in over 2.5mil views. People have also gone on to make significant money from this event with all sorts of paraphernalia been created.
- This is a lesson in what not to do...
- The UA example is the “what not to do” but on a more optimistic note this did occur some time ago and things have changed quite rapidly since then. The recent example displayed by Virgin Blue during their booking system failure is a good example of managing reputation online during a crisis situation. Note it’s all about keeping people informed and providing as much support as possible.
- Suncorp customer gets pissed off about suncorp not paying out on an insurance claim then sets up anti suncorp website and a paid search campaign (see attachment) targeting suncorp brands. It will be interesting to see how suncorp reacts to this especially is if goes mainstream. There doesn’t seem to be a facebook or twitter presence yet. My inside information is that, suncorp only just picked this up and are in discussion with their search agency about how they disrupt the paid search campaign and the website from ranking further in the natural search results.
- The crisis is yet to hit but you want to be prepared...who knows what's around the corner.
- To listen well is as powerful a means of communication and influence as to talk well.
- Monitoring tools such as Alterian SM2 make listening and the process of uncovering insight and drawing analysis much more automated than DIY tools.
- Edit results, view full details, mark as spam...and importantly view the popularity of the contributor
- This is your chance to identify potential brand influencers and monitor them ongoing...what is driving the sentiment of this result? As we can see from this author he is Australian based
- Click down into the analysis even further to review the users bio, see there blog and find out their popularity ranking.
- Use the workflow interface to assign results to team members to follow up. Great for following up on customer service enquiries.
- Then you need to prepare for engagement with your audience in the Social Media space. Identify influencers, manage issues before they go viral etc.
- Do annual simulations of possible crisis situations- could be different for everyone. How would you engage? How would you use social? Who would play what role?