Online strategy building: tips & tricks for e-reputation management
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This document provides tips and strategies for online reputation management. It discusses the importance of monitoring what is said online about a company and being prepared to quickly and sincerely respond. It also highlights several case studies of companies that suffered reputational issues, including QueroMedia, Domino's Pizza, Amazon, and Dell. The key lessons are to monitor social media, optimize an online presence, and genuinely engage with customers to build and maintain trust.
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Online strategy building: tips & tricks for e-reputation management
- 1. Online strategy building: Tips & tricks for e-reputation management Evelien De Mey
- 3. Agenda • Introduction • Cases – QueroMedia – Domino’s Pizza – Amazon.com – Dell Hell • Tips & Tricks • About us
- 4. 1 INTRODUCTION Why it matters
- 5. SEM is more than SEO & PPC © Image: Elliance
- 6. Search is changing © Image: Elliance
- 7. The audience is changing © Image: Elliance
- 8. What happens in Vegas, stays in Vegas
- 9. Unless someone puts it on the internet
- 10. 2 CASE: QUEROMEDIA The Halo Effect
- 11. The stickyness of a shrewd quick win www.citybank.be
- 12. The stickyness of a shrewd quick win(2) • many years ago • 1 shrewd quick win • 1 happy customer • 1 blog post • 1 Flickr-account • 25 entries in Yahoo! • Forever a ‘typosquatter’
- 13. How to handle such a situation • Answer on the same blog • Be polite but firm • Only respond once • Be honest
- 14. 3 CASE: DOMINO’S PIZZA The Domino Effect
- 16. It didn’t stay in Vegas
- 18. The Domino effect Estimated cost: $50 MIO © www.buzzstudy.com
- 19. How to handle such a situation • Answer fast • Respond on the channel your audience uses • Be sincere • Contextualize
- 20. 4 CASE: AMAZON.COM The Butterfly Effect
- 21. What do Amazon and Belgian soccer players have in common?
- 22. They both disapprove of homosexuals !
- 24. And all of a sudden...
- 25. How to handle such a situation • Take responsibility • Apology ≠ legally correct press release • Use the same channels as your audience
- 26. 5 CASE: DELL HELL The digging-your-own-hole-effect
- 27. Meet Jeff Jarvis
- 28. Dell Ideastorm
- 29. Put your money where your mouth is
- 31. How to handle such a situation • Keep your promises • Don’t delete negative comments
- 32. 6 TIPS & TRICKS Monitor, Optimize, Engage
- 33. Monitor: create an ‘alert center’
- 34. So you know what is being said about you
- 35. Optimize: send a uniform message Company™
- 37. Facebook Page
- 38. YouTube Channel
- 39. Join & Share
- 40. Engage: be honest Honesty of • Relationship • Opinion • Identity
- 41. 7 ABOUT US
- 42. QueroMedia Snapshot • Full-service search marketing agency; °1999 • °1 SEM agency in Top 50 Web agencies 2008 by Inside Magazine • Fortis Venture since 2006, Arkafund Venture since 2009
- 43. Thank you! &A Evelien De Mey Project Manager