Online Reputation Management - 2011 Power of eMarketing Conference
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The document discusses online reputation management and social media monitoring. It explains that reputation management involves identifying conversations about a brand online, learning from them, and steering them. It also discusses the importance of social media due to growing user numbers and influence. Additionally, it outlines benefits of listening like preventing lawsuits and improving customer experience. The document provides tips on monitoring, responding to feedback, measuring success through metrics like search performance and sentiment analysis.
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Online Reputation Management - 2011 Power of eMarketing Conference
- 1. eManaging Social Media: Reputation Management Angie Pascale Social Media Manager Location3 Media
- 3. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT WHAT IS ONLINE REPUTATION MANAGEMENT? @AngiePascale | #EMARepMgmt
- 4. Identifying conversations about your brand that are taking place online Learning from these conversations Taking steps to control and steer these conversations @AngiePascale | #EMARepMgmt
- 5. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT WHY IS IT IMPORTANT? @AngiePascale | #EMARepMgmt
- 6. Social User Stats 147.8 million social media users 64% of internet users are on social Older boomers are fastest growing segment of social users; 32% increase Source: eMarketer, Dec 2010 @AngiePascale | #EMARepMgmt
- 7. Attitudes about Social Interactions “I value the opinions other people share on social media” • 68% - millennials • 50% - older boomers “I feel important when I give my feedback out brands, products and services in social media” • 47% - millennials • 30% - older boomers Source: eMarketer, Feb 2011 @AngiePascale | #EMARepMgmt
- 8. What People Do in Social 24% 37% 70% Creators Critics Spectators Source: Forrester Research, 2000 @AngiePascale | #EMARepMgmt
- 9. Social Traffic Stats Google vs. Social Traffic 120 100 80 60 40 20 0 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Total Social Visits Total Google Organic Visits • Social Traffic increased approx. 180% in one year • Google traffic decreased approx. 15% in one year @AngiePascale | #EMARepMgmt
- 10. Do you have dirty laundry? @AngiePascale | #EMARepMgmt
- 11. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT WHAT CAN YOU LEARN? @AngiePascale | #EMARepMgmt
- 12. Beyond Customer Service @AngiePascale | #EMARepMgmt
- 13. Benefits of Listening Prevent lawsuits Reduce negative chatter Prevent loss of new business Enhance customer experience Improve company policies Enhance PR and marketing initiatives @AngiePascale | #EMARepMgmt
- 14. Lawsuit Prevention @AngiePascale | #EMARepMgmt
- 15. Reduce Negative Chatter @AngiePascale | #EMARepMgmt
- 16. Enhance Customer Experience @AngiePascale | #EMARepMgmt
- 17. Improve Corporate Policies @AngiePascale | #EMARepMgmt
- 18. Enhance PR Efforts @AngiePascale | #EMARepMgmt
- 19. New Marketing Initiatives @AngiePascale | #EMARepMgmt
- 20. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT ROLE OF SEO IN REP MGMT @AngiePascale | #EMARepMgmt
- 22. Outranking Negative Content @AngiePascale | #EMARepMgmt
- 23. Create Profile on Social Networks @AngiePascale | #EMARepMgmt
- 24. Create Microsites • Develop new online assets to rank for brand terms (or other desired phrases) • Purchase branded URLs • Write compelling copy • Optimize site architecture with key phrases • Anchor text backlinks @AngiePascale | #EMARepMgmt
- 27. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT HOW TO MONITOR @AngiePascale | #EMARepMgmt
- 28. Monitoring Software @AngiePascale | #EMARepMgmt
- 29. Manual Monitoring • Customer Review Sites • Facebook • LinkedIn • Wikipedia • YouTube Comments: http://www.youtube.com/comment_search @AngiePascale | #EMARepMgmt
- 30. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT HOW TO RESPOND @AngiePascale | #EMARepMgmt
- 31. Deciding When to Respond Did they use profanity or Delete comment sexual language? Obvious spam or Respond with appropriate Delete comment advertisement? information and links. On channel your brand Public site where anyone controls? can create profile? Can you use common Note and take necessary Respond in timely fashion knowledge to respond? action, but don’t respond. Track down info and respond when available. @AngiePascale | #EMARepMgmt
- 32. Deciding How to Respond • Decision tree • FAQs for employees; great for large teams • Develop online FAQ and continually update; use as resource when responding @AngiePascale | #EMARepMgmt
- 33. Transparency • Open and honest • Take responsibility if it’s really your fault • Explain how you’ll fix it • Negative reviews may convert more effectively; consumers place more trust in brand that will provide honest feedback @AngiePascale | #EMARepMgmt
- 34. Negative Responses • Do not delete conversations just because they are negative • Responding shows that you are attentive to customers, concerned with their experience and willing to work in public to resolve issues • Offer apology, factual details, links or other info • “We’re looking into the issue” is completely valid @AngiePascale | #EMARepMgmt
- 35. Positive Responses • Don’t just concentrate on unfavorable reviews • Responding to positive comments also shows that you are alert and gracious • Thank user for mentioning your business and their continued support @AngiePascale | #EMARepMgmt
- 36. Community Guidelines • Create page on website that describes how you handle conversations on your social networks • List reasons you will remove content (e.g. profanity, sexual reference, etc.) • Use disclaimer indicating your discretion for deleting any conversation @AngiePascale | #EMARepMgmt
- 38. Facebook Moderation @AngiePascale | #EMARepMgmt
- 39. Customer Review Sites • Higher review numbers can positively affect ranking • Non-conversational reviews makes approach slightly different • Always include contact info for follow up with current and future customers • Certain reviews can be flagged for spam, but must follow each site’s content guidelines @AngiePascale | #EMARepMgmt
- 40. Local Review Site Traffic Stats Monthly Unique Visitors (millions) 120 100 80 60 40 20 0 @AngiePascale | #EMARepMgmt
- 41. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT MEASURING SUCCESS @AngiePascale | #EMARepMgmt
- 42. SERP Positioning @AngiePascale | #EMARepMgmt
- 43. Conversation Share Conversation Share 1.88% 9.72% Patient News 10.20% 1800Dentist 4.02% Postcard Mania Smile Reminder Other/Non- 74.17% branded @AngiePascale | #EMARepMgmt
- 44. Sentiment Tracking @AngiePascale | #EMARepMgmt
- 45. Review Tracking • None of the monitoring software pulls results from all customer review sites • Must manually monitor these listings • Note any new reviews during month, those with large number negative and positive reviews @AngiePascale | #EMARepMgmt
- 46. listen and learn build online assets engage measure success @AngiePascale | #EMARepMgmt
- 47. Questions? @AngiePascale #EMARepMgmt
Editor's Notes
- It will get aired in social media, so make sure to clean it up!You can also find this dirty laundry you may not have known you had.
- Listening to and learning from social media monitoring provides invaluable insights into overall business situations, and allows you to proactively address issuesResponding to one negative comment may prevent loss of one customer, but proactively fixing issues and making widespread changes can prevent loss of thousandsSocial media monitoring can serve as evidence for making company-wide or operational changes that can retain these customers and generate new ones
- Learn about specific locations that may not be following proper procedures, allowing you to address issue privately before it becomes a lawsuit Proactively listening to online sources may allow you to nip situation in the bud by reaching out to customer directly and resolving issue outside of courtroom
- Eagerly and proactively helping customers resolve problems can change their opinion and create a lifelong brand advocateResponding to positive comments can be extremely effective at reinforcing good experiences and encouraging continued brand evangelism
- Provide efficient channel to effectively handled customer service issues that were relatively unheard in the pastDiscovered potential pricing inconsistencies or other false advertisements, which may lead to further negative chatter, loss of business or even a lawsuit
- Identify location(s) not following proper procedures, which may cause highly visible customer service issues; take steps to ensure all locations know, understand and abide by corporate policiesIdentify areas of product/service inconsistencies, take steps internally to remedy Locate other areas of confusion among customers, staff and public, and devise plan to improve these areas and communicate to public at large
- Discover media coverage and keep a close watch as stories unfold, allowing you to react quickly and appropriatelyAlert necessary individuals and departments, identify size/reach of story and consumer sentiment, proactively develop official statementIdentify new and unique ideas for PR efforts or stunts based on customer sentiment and user generated content
- Quickly recognize the need to implement new marketing initiativesFoursquare is a good example; may companies do not realize how many individuals checkin on a daily basis, providing a unique opportunity to further increase customer loyalty and generate in-store traffic with specialsIdentify other creative marketing strategies or tactics, and understand when to abandon those that are not performing wellIn 2010, GAP customers complained so vehemently on social networks that Gap ditched the new logo and stuck with the old.
- Warning: These are not quick solutions that will get instant results.
- The entire second half of the first page of results are all branded microsites that we developed and nurtured with great content, internal SEO strategy, link building, resource sections and continuous updates.
- Do not want to respond on most forums; they are exclusive sites with loyal users, who get angry when brands become engaged.
- Last stat is according to Brett Hurt of Bazaarvoice
- Just make sure you follow up with user or general statement to address issue once you find answer.
- Keep track of changes in position for various assets.
- Brands mentions divided by total mentions