Reputation Monitoring & Protection: DATA EVERYWHERE
Presentation by Jen Jamar & Michelle Stinson Ross at Zenith Digital Marketing Conference 2016 #Zenith2016 Session description: There is a nearly zen relationship between a person or company’s actual BEHAVIOR in the world and the ensuing “reputation” which must be monitored, managed, triaged, contained, grown and/or amplified to advantage. In other words, even if your company is being trolled by idiots and lauded by loyalists, there’s a more DIRECT relationship between how your company IS in the world and what the Internet SAYS IT IS. This session will support attendees to: -Self audit by listening to brand, competitor and category keywords on the right spectrum of channels -Take a closer look inward to parse what the Internet SAYS you are vs. who you really are. B.S.U.R.S.I.M.I.M (Be as you are, as I am I am) -Appreciate opportunities by way of examples where other companies and individuals benefitted from positive chatter and look for opportunities yourself -Experience reputation nightmares through the eyes of many failed companies and learn to not repeat their follies -Handle trolls who don’t care how good your company is and simply want to say bad things about you (and the wisdom to know the difference) -Discern if a channel-chatter-challenge is above the listener’s pay grade and when to involve stakeholders and legal -Get A guided tour of our panelists’ favorite listening tools -BONUS! Repurpose reputation data for psychographic targeting Join our panel of hardened Internet war heroes and hold onto your lovin’ hats. When this session is over, you may have a new take on reputation and how your company behaves.
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Reputation Monitoring & Protection: DATA EVERYWHERE
- 2. Jen Jamar Michelle Stinson-Ross Who We Are
- 3. Techopedia Definition Online reputation management (ORM) is the practice of crafting strategies that shape or influence the public perception of an organization, individual or other entity on the Internet. It helps drive public opinion about a business and its products and services.
- 4. “Your brand's reputation is its single most important asset. Period. End of Sentence. Do not pass Go.” -Mark Traphagen
- 5. “Good reputations will ultimately increase revenue and decrease attrition. The bottom line is the money and the money goes away with bad reputations.” -Andreea Cojocariu
- 8. Who’s Contributing To Your Rep? • News Outlets • Blogs, Forums, Websites, & More • “Official” Communications • Employees • Customers
- 9. Being Intentional: Relf Eye Care
- 10. Who Do You Want To Become?
- 11. What kind of reputation is David projecting?
- 12. Reputation As Aspiration: You Are What You Project Dr. David Ores shows off his colorful side in the October 2013 print issue of Crain's New York Business
- 13. Stay In The Control Seat Know what conversations are happening Respond to questions & feedback Identify and encourage influencer support Win or learn
- 14. What Should We Monitor?
- 15. Quantitative vs Qualitative Hard Numbers • Engagements (likes, RTs, comments) • Review Ratings • Mention Frequency Sentiment • Positive, negative, or neutral • Focus on experience • Weight depends on source
- 16. Know Your Audience • Character Twitter handles created by fans • AMC blocked the activity • Ultimately reversed due to audience backlash
- 18. Monitoring Your Brand • Brand Terms • Common misspellings & variations • Branded Products • Domain Name • Personnel • Social Media Accounts • Brand Images • Branded Hashtags
- 19. Keyword Targeting Boolean search operators Use keyword “buckets” to sort your data Don’t forget negative keyword modifiers Search smart to eliminate noise
- 20. Own Your Social • Create “official” social accounts • Turn on notifications • Respond in a timely manner • Share, amplify, & reward the positive • Acknowledge problems & offer solutions • Know when to escalate
- 22. Bad For Them, Good For You? Create content that addresses pain points DON’T participate in negativity Leverage PR opportunities for commentary
- 23. Monitoring Your Industry News General Sentiment Value Perception Emerging Trends
- 25. Stay Ahead Of The Curve Message Adjustments Promotion Timing Upsell, Cross-sell, & New Products or Services
- 26. Time To Rock Your Rep!
- 27. 5 Steps To Rock Your Reputation 1. Pick a tool & start monitoring 2. Develop basic response plan 3. Do the work - actively monitor & manage your reputation 4. Analyze trends & insights 5. Apply your newfound knowledge
- 28. Finding The Right Tool(s) Many tools only capture some of the data Accessing the histories - how much data do you want to start with? Solo vs Team access/management
- 29. More Stuff To Consider Accuracy of sentiment analysis Alerts & interaction components Cost is typically a factor
- 30. Social Media Monitoring Cheat Sheet Free download at http://bit.ly/RockYourRe p
- 31. Dashboard & Tracking Examples
- 38. Develop Your Response Plan Include all necessary departments Plan out your workflow (who handles what?) Prep for common interactions - how will you answer negative reviews? positive? Stay consistent with your brand’s style & tone Know when to escalate DON’T FEED THE TROLLS
- 39. Tracking By Function Customer Service Sales Marketing: SEO, Social, PR
- 40. Analyzing Your Data Define your reputation management goals Use meaningful metrics Measure against your baseline Add notes & context to reports frequently
- 41. Final Thoughts Approach engagement from a 1-to-1 level Give your brand a distinctive voice & personality Be intentional building your reputation Remember the purple hair - you are what you project!