Uploaded byMandi Bateson
Your brand online - reputation is everything
This document discusses the importance of proactive reputation management on social media. It notes that word-of-mouth recommendations, both offline and online, have a significant influence on consumer decisions. Several statistics are presented about consumer trust in reviews from friends, family, and unknown users. The document then provides examples of using influential bloggers to launch a new product and gain positive reviews. It also includes tips for responding to crises on social media, such as apologizing, addressing individual concerns, and knowing when to stop justifying a position.
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Similar to Your brand online - reputation is everything
Your brand online - reputation is everything
- 1. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia Start @mab397
- 2. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia PROACTIVE REPUTATION MANAGEMENT
- 3. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia WHY BOTHER
- 4. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia I donāt have a photograph, but you can have my footprints. Theyāre upstairs in my socks. Groucho Marx
- 5. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia 58% trust 92% trust47% trust Nielsen: Global Consumer Trust
- 6. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia 71% claim reviews from family members or friends exert a āgreat dealā or āfair amountā of influence over the decision to use or not use a particular company, brand or product The average consumer mentions specific brands 90 times per week in conversations with friends, family and co-workers 90% of consumers trust recommendations from people they know Keller Fay, WOMMA 2010, Harris Interactive June 2010, Econsultancy July 2009
- 7. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia 70% of online consumers trust opinions of unknown users Consumer reviews are nearly 12 times more trusted than descriptions from manufacturers 61% of people rely on user reviews for product information or research before buying 67% of shoppers spend more online after recommendations from online community of friends Econsultancy July 2009, eMarketer Feb 2010, Razorfish 2008, Internet Retailer September 2009
- 8. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia
- 9. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia Social media gives traditional WOM recommendations greater visibility and leaves a lasting digital footprint. #SydneyTalkBiz About 2 minutes ago via sydneytalkbiz 2013
- 10. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia PROACTIVE REPUTATION MANAGEMENT
- 11. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia
- 12. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia
- 13. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia Challenge To launch a new product to time-poor, health conscious Australians. Approach Mindshare qualified 11 influential bloggers and organised bespoke outreach programs to appeal to their audience. Results Reviews reached an audience of 330,000+ with over 900 responses including recipes, videos and post-purchase comments. Of these responses, there were 273 mentions of the word LOVE to describe the product. Reporting gave insight into what features excited consumers most.
- 14. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia
- 15. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia Status Assessment Actions Response & Stakeholders 1 Very positive plug for brand/product/campaign Thank, Like, add to influencer list n/a 2 General positive commentary about brand/product/campaign Thank, Like n/a 3 General enquiry or comment about brand/product/issue Respond to immediately with helpful advice/commentary or ask heirarchy expert if needed and then post - post response publicly Community Manager with pre-approved response options 4 General enquiry or comment about Campaign Respond to immediately with helpful advice/commentary or ask hierarchy expert if needed and then post - post response publicly Community Manager with pre-approved response options 5 Inaccurate information related to brand/product Correct information or request information from brand expert & post response publicly Community Manager and brand expert 6 Inaccurate information related to Campaign Correct information or request information from brand expert & post response publicly Community Manager with pre-approved response options 7 Request for help related to brand/product Respond to requests publicly or post email address and request an email with details to pass on to customer care Community manager and customer care 8 Request for help related to Campaign Respond to requests publicly or post email address and request an email with details Community Manager 9 Negative comment without any questions Evaluate need for response and reaction from the rest of the community. If required, respond with regret publicly and request an email with details to escalate the issue Community Manager 10 Dissatisfied customer Respond with regret publicly and request an email with details to escalate the issue Community manager and customer care 11 Detractor (actively criticising) Respond with regret publicly and request an email with details to escalate the issue Community manager and customer care 12 Raging (very angry) Respond with regret publicly and request an email with details to escalate the issue Community Manager and brand expert 13 Raging & offensive Delete any obscene or offensive posts Community Manager
- 16. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia Itās great if you tell your audience why they should choose you, itās better if you can get someone else to tell them #SydneyTalkBiz About 2 minutes ago via sydneytalkbiz 2013
- 17. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia HOW TO RESPOND IN A CRISIS
- 18. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia
- 19. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia Post an update apologising for the issue and outlining the resolution. Reply to every wall post or mention with a bespoke reply addressing the major concern. DO NOT repeat the same reply. Consider other outcomes for the next few days and prepare responses for any possibilities. Continue to reply where appropriate but do not continue to post new updates (either prepared from the conversation calendar or regarding the incident) If possible give extremely disgruntled clients an opportunity to take the conversation offline by offering an email or phone number to discuss this. Ensure that is properly resourced. Continue to reply to those posting on your wall or to you about other discussions. Keep the apology short ā the more you write the more potential rope you are giving yourself by offending other people
- 20. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia
- 21. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia While there is a strong response initially, more people will be drawn to respond once you post a reply as you will be drawing attention to it. This is unfortunate but unavoidable. You will have to either justify your position and keep receiving negative responses or immediately reverse your position. Know when to pick your battles.
- 22. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia Do not underestimate the time it will take for the community to forgive you. Do not justify or excuse comments in any form. Do not try to use the outrage as an opportunity to spin your message Do not leave comments unanswered ā they should be dealt with within an hour. Do not run any social advertising until the coast is clear. Do not be defensive or take things personally. Do not overreact.
- 23. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia Deleting negative comments may cause more damage. See: the Streisand Effect. Confused detractors may incorrectly assume that you have deleted negative comments. Offensive or abusive comments should be addressed, not just deleted.
- 24. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia
- 25. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia
- 26. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia
- 27. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia React quickly and calmly. The way you respond to an issue can affect your reputation as much as the issue itself. #SydneyTalkBiz About 2 minutes ago via sydneytalkbiz 2013
- 28. @ mab397 |mab397.wordpress.com | Head of Social, Mindshare | Australia Connect with me @mab397 mandibateson Sydney, Australia (+61) 2 9287 8400 Mindshare Australia mab397.wordpress.com
Editor's Notes
- #5Ā Have you Googled yourself lately? So what do you want your Google profile to say about you? Do you want it to say anything at all? For everyone of us it will be different. For some it will be their extended resume showcasing many achievements in an illustrious career. For others it will be a reflection of the rich life they lead and their varied interests. But what if you want to protect your reputation or hide away? Is there anything that can be done?What if thereās nothing because you donāt interact online?
- #12Ā Opinions expressedHas anyone ever asked for your opinion? If it was for a publication or news story it could appear online. That clever quote you gave as an obnoxious student could come back to haunt you. Names mentionedWherever your name has been mentioned, if it finds its way on to the way it can turn up on your Google profile. Even the minutes of that meeting you attended or a presentation you once gave, if your name appears then its there for someone to find.Contributions recognisedAny contributions you may have made to a web site is part of your profile. Were those photos you took accredited to you, did that article or letter you wrote get published on their web site? Directories listedIts not just the phone book where you may be listed. Are you on professional lists or noted as having a special interest? Charitable donationsIn this age of transparency and online payments the likelihood is that the charities and causes you support financially will publish their benefactors. Your good deeds wonāt go unnoticed.Satisfied testimonialsThereās nothing better than a satisfied customer giving feedback. If youāve given encouraging words or have had them said about you, its likely that everyone else can heat about it too.Sporting heroesHow was your time in that 10km fun run? Were there any photos of you finishing City2Surf? If you can find your times and images online, you can rest assured that Google will too. Recognition guaranteedThe achievement of having your hard work recognised at an award ceremony with a win or a nomination will certainly be rewarded with a Google mention too. And if you were snapped at the gala event youāll get double the exposure.Press releasedDid your latest successes get you a mention in the company press release? Was your last career move proudly announced by your employer? If it was released to the press it can be found.Conferences attendedSome functions and events release their delegate lists for all to see. Itās not just the people you meet there, but the people who are interested in you that can follow your whereabouts.Speaker opportunitiesYou may have everyone hanging on your every word when you are engaged to speak. Often the event literature is available online for all to see long after your last words are spoken.Club membersTaking out a membership for an association or joining a society can mean signing up for more exposure than you first thought. The company you keep and unions you make are there for all to see.Petitions signedAdding the weight of your name to a list of signatories is a powerful way to bring about change. Such actions continue to influence long after the sands of time have shifted.
- #13Ā Use your communication channels to build positive testimonials. Social context is one of the most significant benefit of social media marketing, so use it!
- #21Ā Strangely enough anyone confirming they're not currently advertising with Alan Jones is getting more backlash because the use of the word currently makes it seem like they intend to in future. Those who have been advertising and have said they've ceased all activity are getting the best response.
- #24Ā TheĀ Streisand effectĀ is the phenomenon whereby an attempt to hide, remove, or censor a piece of information has the unintended consequence of publicizing it
- #25Ā 1