This document discusses the importance of managing a brand's reputation online through brand monitoring. It emphasizes that a brand's reputation is defined by what others say about it, not just what the brand says itself. It provides tips for brand monitoring, including tracking brand mentions across social media, reviews, forums, blogs and more. It also discusses the importance of responding to both positive and negative feedback to build trust and protect a brand's reputation.

1. MANAGING YOUR BRAND‟S
REPUTATION ONLINE
ON THE EDGE BRISTOL – 2012
Samantha Noble (@Koozai_Sam)

2. WHAT IS A “It is not what
BRAND? you say it is”
“It is what they
say it is”
(Source: The Brand Gap)

3. REPUTATION
MANAGEMENT

14. MY HOLIDAY EXPERIENCE
Completed Online
Complaints Form; Waited 5 More
Waited 10 Days for Days; No Response
a Response
Sent a Tweet to BA; Sent a 2nd Tweet;
Waited 10 Minutes Response in 10
for a Response Minutes

15. Social Media
CARE Telephone
ABOUT ALL Emails
CHANNELS Website
Letter
In Person
Forums
Blogs

16. THE NEGATIVE
Uncover and Respond to all
mentions (online & offline)
Respond publically so others can
see your response
Never respond posing as a „happy
customer‟
Don‟t ignore negative press, it
won‟t go away

17. THE POSITIVE
Acknowledge & reward positive
feedback
Keep a record of your brand
angels
Respond to any questions they
have
Dedicate time and resources to
network & engage with your fans

18. BRAND
MONITORING

19. WHAT IS
BRAND MONITORING?
Negative Positive
Competitors
Comments Comments
Content Trademark Counterfeit
Drivers Infringement Sites

21. BRAND NAMES
Difficult
Easier

22. PHRASES TO MONITOR

23. SITES TO MONITOR
Reviews
Forums Articles
Personal
Photos
Blogs
Industry
Related Competitors
Blogs
Social Your Videos
Media Site

24. THIS TAKES TIME

25. PAID
TOOLS

26. FREE
TOOLS

27. Gain fantastic FREE insights
into how your brand is shared
socially, with Google Analytics
reporting

28. NEGATIVE BRAND
SEARCHES

29. BRAND TERM
TRAFFIC ALERTS

30. NEW SOCIAL REPORTING

31. SOCIAL CONVERSATIONS

32. SHARED URLS

33. NETWORK INTERACTION

35. 2 Freebies
POWERFUL GOOGLE
ANALYTICS DASHBOARDS

36. BRAND MONITORING

37. BRAND ENGAGEMENT

38. BRAND
PROTECTION

39. TRADEMARK YOUR BRAND

40. LET‟S GET SOCIAL

41. DOMAINS ARE FAMILY

42. PAGE 1
DOMINATION

43. “Customers find incredible detail online, from
every possible source.” ~ Dina Howell „Saatchi & Saatchi X‟

44. “If consumers will do research online for houses
and health care, they’ll also do it for band-aids
and ballpoint pens.” ~ Jim Lecinski „Zero Moment of Truth‟

45. WHY IS THIS IMPORTANT?
Research Website Research
Buy Research Brand

46. THE SEARCHES

49. @Koozai_Sam

52. WHAT
RANKS?

53. TOP RANKING SITES
1 - Domains
2 - Wikipedia
3 - News
4 - Financials
5 - Customers
6 – Social Profiles
7 - Niche Sites
8 - Vouchers
9 - Industry
10 - Videos

54. BUILD RELEVANCE
YouTube Facebook
Google+ Extra Domain Press Release Your Blog
News
Infographic
Your
Website
Google+ Wikipedia Social Profiles Your Blog
Twitter Guest Blog News YouTube
News

55. IN
SUMMARY

56. MORE TIPS
FREE
Whitepaper
Koozai.com

57. IMAGE CREDITS
4 - http://en.fotolia.com/id/32548809
5 - http://en.fotolia.com/id/32548809
10 - http://www.imdb.com/media/rm701930752/tt0390521
12 - http://practicalramblings.wordpress.com/2008/01/31/target-needs-to-jump-on-the-social-media-
bandwagon/ Bennett Williamson
15 - http://www.airport-parking.tv/baggage_allowance_BA.htm
22 - http://en.fotolia.com/id/6259932
47 - http://www.erc.org.au/ERBEI/?p=1620
49 - http://eatoutmagazine.co.uk/kfc-becomes-first-quick-service-restaurant-offer-honours-degree-course
52 - Todd Barnard (http://www.flickr.com/photos/ronin691/5790934897/)
53 - www.datadial.net/blog/index.php/2009/02/25/ryanair-is-their-attitude-to-online-pr-part-of-a-bigger-
reputation-problem

58. START MANAGING YOUR REPUTATION!
@Koozai_Sam
Sam.noble@koozai.com
0845 453 1234