Social Pro 2016 Presentation

1. #SocialPro #12a @JordanKasteler
A Brand Case Study
Real Time Reputation Management

2. #SocialPro #12a @JordanKasteler
 SEO
 Social Media
 Public Relations
MARKETING CONSULTANT

3. #SocialPro #12a @JordanKasteler
 PR Stunts
 Field Work
 Public Education
 Undercover
Investigations
 Corporate Pressure
PETA CASE STUDY

4. #SocialPro #12a @JordanKasteler
 PETA Kills Animals
(Center for Consumer
Freedom)
 Nathan Winograd
(No Kill Movement)
SEARCH RESULTS – Below the Fold

5. #SocialPro #12a @JordanKasteler
 Sitelinks
 Site Search Box
 News
 Twitter
SEARCH RESULTS – Above the Fold

6. #SocialPro #12a @JordanKasteler
 Over 4 million Likes
 Lots of Haters
 Confirmation Bias
FACEBOOK

7. #SocialPro #12a @JordanKasteler
NEGATIVE PRESS OCCURS

8. #SocialPro #12a @JordanKasteler
 During PR Crisis – 1
Comment Per Second
 Shifts Taken By All
Departments
 Read Every One
 Personal Responses
 Immediately Reactive
FACEBOOK COMMENTS THEN

9. #SocialPro #12a @JordanKasteler
 Sort By Emotions
 Set Response Time
 Instant Replies
 Out Of Office
 Live Streaming
 Canned [Personalized]
Responses
 DeepText AI
FACEBOOK COMMENTS NOW

10. #SocialPro #12a @JordanKasteler
 Ignore Reaction
 Reactive Reputation
Management
 Proactive Reputation
Management
RESPONSE PLAN

11. #SocialPro #12a @JordanKasteler
 Negative Search Results (Push Down)
 Negative PR Response
 Messaging & Tone for Conversation Hosting
 Social & Paid Ad Channels
 Journalist Contact
 Crisis Landing Page & Pinned Social Posts
 Call On Super Fans
 Comment Relevancy
REACTIVE REPUTATION MANAGEMENT

12. #SocialPro #12a @JordanKasteler
 Tell Your Story
 Shelter of Last Resort
 PETASaves.com
 Built by PETA
 WhyPETAEuthanizes.
com
 Built by loyal fan
CRISIS LANDING PAGE

13. #SocialPro #12a @JordanKasteler
 Domain Registry
 Social Profile Registry
 Search & Social Monitoring
 RSS Feeds
 Alerts (Search/Analytics)
 Sentiment Analysis
 Branded Search Results (Push Up)
PROCTIVE REPUTATION MANAGEMENT

14. #SocialPro #12a @JordanKasteler
 Have reactive and proactive ORM plans
ahead of time.
 Claim social channels and domains now
before someone else does.
 Build links to positive results in the SERPs.
 Monitor the conversation and be prepared
to host it.
SUMMARY

15. #SocialPro #12a @JordanKasteler
 Don’t be afraid to leverage people outside
of Marketing. Including external fans.
 Use social channel’s features to manage
crisis mode.
SUMMARY – Cont’d

16. #SocialPro #12a @JordanKasteler
THANK YOU!
SEE YOU AT THE NEXT
MARKETING LAND EVENT!