Reputa'on	
  Management	
  
Protec'ng	
  Your	
  Brand	
  From	
  Yourself	
  
Duncan	
  Connor	
  
You	
  do	
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  own	
  your	
  brand.	
  
You	
  do	
  not	
  own	
  your	
  reputa'on.	
  
It	
  belongs	
  to	
  eve...
Reputa'on	
   Public	
  Rela'ons	
  
Social	
  Space	
   Best	
  Prac'ces	
  
Reputa'on	
  
Management	
  
Reputa'on	
  Ma...
What	
  Does	
  Google	
  Tell	
  Your	
  Customers?	
  
SEO	
  MaMers,	
  User	
  Experience	
  MaMers	
  More	
  
Social...
Working	
  With	
  Reporters	
  
Press	
  Releases	
  
Why	
  Do	
  People	
  Want	
  To	
  Know	
  About	
  You?	
  
Outs...
Would	
  You	
  Follow	
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  Company’s	
  TwiMer?	
  
Everybody’s	
  Talking	
  At	
  Me	
  
How	
  To	
  Make	
  Fri...
Rules	
  of	
  Engagement	
  
Four	
  Types	
  of	
  Customer	
  
SEO	
  S'll	
  MaMers	
  
Reputa'on	
  Is	
  A	
  Contac...
What	
  you	
  are	
  is	
  what	
  you	
  have	
  been.	
  
	
  What	
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If	
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  a	
  job	
  interview,	
  or	
  even	
  on	
  a	
  date,	
  there’s	
  a	
  good	
  chance	
  tha...
Search	
  engine	
  ranking	
  is	
  import	
  to	
  generate	
  traffic	
  for	
  your	
  site.	
  The	
  truth	
  is	
  th...
You	
  have	
  to	
  listen	
  everywhere.	
  Your	
  company	
  might	
  be	
  being	
  talked	
  about	
  on	
  TwiVer,	...
Do	
   Say	
   Share	
   Honest	
   Transparent	
   Consistent	
   Engaged	
   Relevant	
  
Respect	
  
Well-­‐Informed	
 ...
Do	
   Say	
   Share	
  
Respect	
  
Reputa*on	
  
Your	
  reputa*on	
  doesn’t	
  begin	
  online.	
  George	
  Washingto...
Honest	
   Transparent	
   Consistent	
  
Integrity	
  
Reputa*on	
  
Every	
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  there’s	
  a	
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  “leas...
Engaged	
   Relevant	
   Well-­‐Informed	
  
Confidence	
  
Reputa*on	
  
Confidence	
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  a	...
In	
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  survey	
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  research	
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  BrandKeys,	
  Domino’s	
  Pizza,	
  the	
  
world’...
Responsibility	
  is	
  the	
  price	
  of	
  greatness.	
  
Public	
  Rela'ons	
  
Press	
  Releases	
  
Press	
  releases	
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  appear	
  daun*ng	
  at	
  first,	
  but	
  they’re	
  only	
  about	
 ...
Working	
  With	
  
Reporters	
  
“Industry	
  press	
  helps	
  
legi5mize	
  you	
  to	
  
suppliers	
  and	
  poten5al	...
Working	
  With	
  
Reporters	
  
It’s	
  all	
  very	
  well	
  for	
  me	
  to	
  say	
  that	
  you	
  should	
  seek	
...
There	
  are	
  a	
  few	
  reasons	
  that	
  someone	
  might	
  use	
  a	
  search	
  engine	
  to	
  look	
  for	
  yo...
Taking Ownership
Whether you write every
syllable that appears on all of
your social sites, or if you only
occasionally po...
Beat Back-Link Spam
Back-links in blog
comments have
relatively little SEO
value compared to
those embedded in
the site co...
Make	
  no	
  mistake,	
  publicity	
  is	
  a	
  double-­‐edged	
  sword.	
  It’s	
  a	
  magnifying	
  glass	
  
that	
 ...
Un*l	
  June	
  2011,	
  most	
  people	
  wouldn’t	
  have	
  been	
  able	
  to	
  tell	
  you	
  who	
  Anthony	
  
Wei...
Just	
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  your	
  voice	
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  halfway	
  around	
  the	
  
world	
  doesn’t	
  mean	
  you	
  are	
  wise...
As	
  we	
  saw	
  earlier,	
  there	
  are	
  building	
  blocks	
  that	
  your	
  reputa*on	
  stands	
  on.	
  Or	
  f...
Everybody’s	
  
Talking	
  At	
  Me	
  
As	
  any	
  marketer	
  will	
  tell	
  you,	
  the	
  key	
  to	
  being	
  succ...
How	
  To	
  Make	
  
Friends	
  and	
  
Influence	
  
People	
  
Influencers	
  
Robert	
  Scoble	
  and	
  Neil	
  Patel	
...
All	
  The	
  Cool	
  
Kids	
  Are	
  On	
  
Facebook	
  
If	
  you	
  spent	
  your	
  work	
  week	
  connec*ng	
  to	
 ...
Guess	
  Who’s	
  
GeZng	
  Engaged?	
  
“When	
  there’s	
  a	
  buzz	
  on	
  the	
  blogosphere	
  that	
  your	
  comp...
aplusk ashton kutcher
Twitter Management post.ly/3rk2N
10 Nov
aplusk ashton kutcher
As of immediately I will stop tweeting...
I	
  have	
  a	
  tremendous	
  amount	
  of	
  respect	
  for	
  
Ashton	
  Kutcher.	
  His	
  TwiVer	
  stream	
  is	
  ...
Responsibility	
  is	
  the	
  price	
  of	
  greatness.	
  
Best	
  Prac'ces	
  
As	
  we	
  saw	
  earlier,	
  there	
  are	
  building	
  blocks	
  that	
  your	
  reputa*on	
  stands	
  on.	
  Or	
  f...
Brand	
  Ambassadors	
  
These	
  guys	
  have	
  tried	
  your	
  product	
  and	
  they	
  have	
  a	
  posi*ve	
  impre...
SEO	
  S'll	
  
MaMers	
  
White	
  Hat	
  SEO	
  
(Do)	
  
Black	
  Hat	
  SEO	
  
(Don’t)	
  
Sneaky	
  tac*cs	
  to	
  ...
Reputa'on	
  Is	
  
A	
  Contact	
  Sport	
  
“With	
  the	
  advent	
  of	
  
microblogging,	
  the	
  
number	
  of	
  ‘...
SwayMaker	
  Digital	
  Marke'ng	
  
www.swaymaker.com	
  
twiMer.com/swaymaker	
  
facebook.com/swaymaker	
  
SwayMaker	
...
Who	
  Said	
  That?	
  
1.  “What	
  you	
  are	
  is	
  what	
  you	
  have	
  been.	
  What	
  you	
  will	
  be	
  is	...
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Reputation Management for Social Business

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As a small business owner you face many difficulties. Don't let your ego be one of them.

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Reputation Management for Social Business

  1. 1. Reputa'on  Management   Protec'ng  Your  Brand  From  Yourself   Duncan  Connor  
  2. 2. You  do  not  own  your  brand.   You  do  not  own  your  reputa'on.   It  belongs  to  everybody  else.   (If  you  don’t  understand  these  facts,  we  can’t  go  any  further.)  
  3. 3. Reputa'on   Public  Rela'ons   Social  Space   Best  Prac'ces   Reputa'on   Management   Reputa'on  Management   Your  reputa*on  is  a  decep*ve  thing.  One  moment  it   looks  as  solid  as  Mount  Rushmore,  and  the  next  you   could  be  fran*cally  trying  to  krazy  glue  it  back   together.   The  purpose  of  this  book  is  to  help  you  to   understand:     •   What  behaviors  your  reputa*on  comprises.   •   What  to  do  when  your  ac*ons,  the  ac*ons  of   others,  or  circumstances  affect  your  reputa*on.   •   How  social  space  has  changed  reputa*on   percep*on  and  management.   •   What  your  business  can  do  to  build  and  protect   its  reputa*on,  and  to  mi*gate  any  nega*ve  publicity   it  might  be  the  subject  of.  
  4. 4. What  Does  Google  Tell  Your  Customers?   SEO  MaMers,  User  Experience  MaMers  More   Social  Listening   What  Is  Reputa'on?    Respect    Integrity    Confidence   Case  Study:  Domino’s  Pizza   Reputa'on  
  5. 5. Working  With  Reporters   Press  Releases   Why  Do  People  Want  To  Know  About  You?   Outsourcing  Your  Reputa'on   Help!  I  Screwed  Up!   Case  Study:  Anthony  Weiner,  TwiMer,  and  Infidelity   Public  Rela'ons  
  6. 6. Would  You  Follow  Your  Company’s  TwiMer?   Everybody’s  Talking  At  Me   How  To  Make  Friends  and  Influence  People   All  the  Cool  Kids  Are  On  Facebook   Guess  Who’s  GeZng  Engaged?   Case  Study:  @aplusk,  TwiMer,  and  Penn  State   Social  Space  
  7. 7. Rules  of  Engagement   Four  Types  of  Customer   SEO  S'll  MaMers   Reputa'on  Is  A  Contact  Sport   Best  Prac'ces  
  8. 8. What  you  are  is  what  you  have  been.    What  you  will  be  is  what  you  do  now.   Reputa'on  
  9. 9. If  you  go  to  a  job  interview,  or  even  on  a  date,  there’s  a  good  chance  that  the  person  siIng  opposite  you  has   run  your  name  through  a  search  engine,  just  to  see  if  there’s  anything  they  ought  to  know  about  you  that   you  might  not  want  to  talk  about  while  you’re  trying  to  make  a  good  first  impression.     There  is  a  painful  fact  that  you  have  to  recognize  when  it  comes  to  your  business  and  managing  your  brand.   It  comes  in  two  parts:   1.  If  you’re  not  on  the  first  four  pages  of  a  Google  search,  you  might  as  well  not  exist.   2.  If  you  are  on  the  first  four  pages  of  a  Google  search,  you  are  those  results.   If  you  do  show  up,  whatever  those  search  results  say  about  you  is  the  first  impression  a  searcher  will  have  of   you  or  your  company.  All  that  most  poten*al  customers  will  ever  know  about  you  is  what  a  Google  search   results  page    shows  –  and  if  the  searcher  gets  a  nega*ve  impression  of  you  based  on  those  results,  you’ll   have  a  very  hard  road  to  conver*ng  them  into  poten*al  subscribers,  customers  or  clients.   Un*l  a  few  years  ago  I  was  un-­‐Googleable.  Ac*ng  with  great  foresight,  my  parents  named  me  Duncan   Connor,  and  because  of  the  volume  of  informa*on  about  the  Highlander  movies  and  TV  show  sites,  I  was   invisible.   Duncan   MacLeod   Connor   MacLeod   Duncan   Connor   It  took  establishing,  maintaining,  and  building  networks  in  LinkedIn,  TwiVer,  and  on  blog  sites,  including  my   own,  to  finally  exist  without  the  tagline  “There  can  be  only  one.”   “Just  like  managing   your  staff,  managing   your  reputa5on   depends  on  paying   a7en5on  and  no5cing   when  things  change.”  
  10. 10. Search  engine  ranking  is  import  to  generate  traffic  for  your  site.  The  truth  is  that  few  Internet  searchers  look   beyond  the  third  page,  and  most  don’t  even  check  results  a[er  page  one.  I’m  not  going  to  go  into  details   about  how  SEO  works  here  because  this  book  isn’t  about  SEO.  What  I’m  going  to  discuss  here  is  how  good   search  engine  ranking  is  a  double-­‐edged  sword.   In  April  2011,  SearchEngineWatch.com  published  data  from  Op*fy  showing  that  the  top  three  organic  search   results  get  60  percent  of  all  the  clicks.   Being  ranked  on  page  one  is  a  big  deal,  especially  for  commonly  searched  phrases.  The  flip-­‐side  of  that  coin   is  that  Internet  searchers  make  decisions  about  your  site,  and  your  company,  very  quickly.  If  you  show  up  in   the  top  five  places  on  page  one  of  Google  and  your  Web  site  is  hard  to  navigate,  or  has  badly  wriVen  copy  –   or  worse,  inaccurate  informa*on  and  advice,  your  search  ranking  may  do  you  more  harm  than  good.     Good  SEO  can  help  people  find  your  site,  what  your  site  looks  like  is  en*rely  up  to  you.   But  if  you  really  want  to  know  what  your  brand  looks  like,  you  have  to  listen.   SEO  MaMers   User  Experience   MaMers  More.   “With  60  percent  of  clicks   going  to  the  top  three   results,  ranking  at  the  top   of  the  first  page  is  more   valuable  than  ever.”  
  11. 11. You  have  to  listen  everywhere.  Your  company  might  be  being  talked  about  on  TwiVer,  Facebook,  LinkedIn,   Google+,  YouTube,  and  hundreds  of  thousands  of  blogs  -­‐-­‐  and  that’s  just  passively  listening  to  people   spontaneously  talking  about  you.  You  can  ac*vely  seek  out  opinions  by  including  surveys  on  receipts,  or  in   your  drip  email  campaigns,  or  by  talking  to  your  in-­‐store  customers.   To  make  this  manageable,  let’s  focus  on  the  online  sources  of  feedback.         Not  dissa*sfied  enough   to  complain   Spectacularly  right  Heinously  wrong   Social  Listening   Start  using  social  listening  tools  like  Google   Alerts,  Lexicon,  Jodange,  or  Twendz  (all   free)  or  Radian6,  Alterian,  or  Collec*ve   Intellect  (paid)  because  they  take  the  work   out  of  having  to  perform  mul*ple  searches   on  mul*ple  plahorms  just  to  see  if  you  were   men*oned.     “Customers  and  clients  tend  to  not  talk  about  your  company   unless  you’re  doing  something  spectacularly  right,  or   heinously  wrong.”     So  if  you’re  in  the  middle  ground  of  keeping  your  customers  happy,  but  not  exceeding  their  expecta*ons,   you’re  probably  going  to  have  to  make  the  first  move  in  order  to  get  feedback.   The  real  difficulty  with  social  listening  is  that  it  puts  you  in   the  posi*on  of  a  radio  operator.  You  can  hear  things,  just   not  clearly,  and  the  noise  and  sta*c  makes  it  hard  to   discern  exactly  what  is  you’re  being  told,  or  what  it  means.   If  you  can’t  (or  won’t)  adjust  the  dial  a  liVle,  tweaking  here   and  there,  you’re  only  going  to  get  a  vague  idea  of  the   situa*on.       What  you  need  is  the  best  radio  you  can  find.  And  by  radio,  I  mean  applica*on.  It’s  not  feasible  that  you’ll  have   your  ear  to  the  ground  in  the  hundreds  of  places  you  might  be  men*oned.  But  an  applica*on  that’s  built  to   spot  men*ons  of  your  name,  or  your  company  name,  and  report  back  to  you…that  could  be  very  valuable.  
  12. 12. Do   Say   Share   Honest   Transparent   Consistent   Engaged   Relevant   Respect   Well-­‐Informed   Integrity   Confidence   Reputa*on  =  Trust   Any  sales  person  will  tell  you  that  business  isn’t  done  board-­‐room  to  board-­‐room,  it’s  hammered  out  in  individual  rela*onships,  person-­‐to-­‐person,  and   there  are  character  traits  that  are  good  indicators  of  whether  someone  will  want  to  do  business  with  you.  If  you  put  these  characteris*cs  together,  you   can  build  a  picture  of  what  your  company  looks  like  to  its  customers,  and  build  a  strategic  plan  to  work  on  your  weaknesses.   What  is  Reputa'on?  
  13. 13. Do   Say   Share   Respect   Reputa*on   Your  reputa*on  doesn’t  begin  online.  George  Washington  said  that   reputa*on  is  a  shadow,  and  that  character  is  the  real  thing.  Reputa*on   begins  with  character,  and  people  will  assume  that  what  you  do,  say,  or   share  is  informed  by  your  character.   What  you  do,  say,  and  share  are  the  best  evidence  of  who  you  are  and   what  you  believe  in.  What  you  put  out  into  the  world  reflects  your  aItude   and  your  values  –  for  the  worse  or  for  the  beVer.  Would  you  have  second   thoughts  about  doing  business  with  someone  who  listed  the  Occupy  Wall   Street  movement  on  their  list  of  interests  on  their  Linked  In  profile?     Happiness  is  when  what  you  think,  what  you  say,  and  what  you  do  are  in  harmony.  -­‐  Gandhi   Tip If you want people to say positive things about your brand, do positive things with your brand. If people can see that your company is engaged, they won’t have to convince them of it. How  much  *me  do  you  spend  talking  about  what  you  offer,  or  what  your   company  does?  How  many  of  your  status  updates  and  tweets  are  about   you?  How  many  are  about  the  work  and  successes  of  other  followers?  How   many  URL  links  do  you  post  for  other  sites  compared  to  links  to  your  own   site?     Do  you  respond  to  comments  on  your  blog?  Do  you  make  your  blog  posts  a   star*ng  point  for  conversa*ons,  and  then  monitor  those  conversa*ons  to   find  opportuni*es  to  connect  with  readers?   If  you  don’t  like  what  Google  says  about  you,  you  have  the  power  to  put   informa*on  out  there  that  will  correct  any  possible  mispercep*ons.     What  is  Reputa'on?  
  14. 14. Honest   Transparent   Consistent   Integrity   Reputa*on   Every  year  there’s  a  list  of  “least  trustworthy”  professions  that  finds  its   way  into  circula*on.  The  list  usually  includes  poli*cians,  bankers,   lawyers,  and  realtors.  So  why  are  so  many  people  suspicious  of  the   ability  and  mo*ves  of  individuals  in  these  professions?  For  the  most  part   it’s  because  most  people  will  go  through  a  home  purchase  fewer  than   five  or  six  *mes  in  their  en*re  life,  they’ll  probably  never  see  how  laws   are  passed,  and  (hopefully)  won’t  have  to  see  the  inside  of  a  courtroom.   Since  these  ins*tu*ons  are  unfamiliar  and  lack  transparency,  the  public   finds  it  hard  to  trust  the  people  who  work  in  them.         The  integrity  of  men  is  to  be  measured  by  their  conduct,  not  by  their  professions.  -­‐-­‐  Junius   Tip Jargon has no place in your marketing copy, and should be avoided wherever possible. Distinguish yourself by your character, not your vocabulary. Merriam-­‐Webster  defines  integrity  as:   Firm  adherence  to  a  code  of  especially  moral  or   ar5s5c  values.   Just  as  a  chain  is  only  as  strong  as  its  weakest  link,   your  business  code  of  ethics,  or  your  company   mission  statement,  is  only  as  trustworthy  as  the   consistency  with  which  it  is  executed.   You  might  say  that  your  employees  are  your  most   important  asset,  but  if  you  fire  them  so  that  your   execu*ves  can  keep  their  company  cars,  someone  is   going  to  call  you  on  the  inconsistency.   Don  Knauss,  CEO  of  Clorox,  said,  “Any   ac*vity  that  we  engage  in  will  be  fair  and   defensible,  no  excep*ons…all  organiza*ons   must  balance  the  need  to  further  top  line   growth  while  maintaining  their  ethical   principles.   Knauss  added  that  “businesses  without  an   imbedded  founda*on  of  principles  will  not   survive.”   What  is  Reputa'on?  
  15. 15. Engaged   Relevant   Well-­‐Informed   Confidence   Reputa*on   Confidence  might  be  described  as  a  customer’s  belief  that  you’re  going   to  be  an  advocate  on  their  behalf.  Whether  you’re  a  mortgage  broker  or   a  barista  in  a  coffee  shop,  your  customer  wants  you  to  put  yourself  in   their  shoes  and  offer  them  your  professional  insight  to  help  them  make   the  best  decision  possible.   What  is  Reputa'on?   We  are  what  we  repeatedly  do.  Excellence,  then,  is  not  an  act,  but  a  habit.  –  Aristotle   Tip Go beyond the tired “twelve touches” routine. Your customers don’t want you to touch them, they want you to actually get to know them and what they want. In  the  last  several  years,  the  financial  sector  has  found  itself  losing  the   confidence  of  consumers  all  over  the  world.  When  the  banking  industry   threw  its  arms  in  the  air  and  collec*vely  wailed  “but  we  didn’t  know   those  credit  default  swaps  were  poten*ally  toxic”  the  public  refused  to   let  them  off  the  hook:  What  else  didn’t  you  know?  Why  didn’t  you   know?  How  do  we  know  our  money  is  safe  in  your  hands?   In  one  short  spell,  banks  demonstrated  to  the  public  that  they  weren’t   well-­‐informed.  And,  by  sympathizing  with  CEOs  earning  millions  of   dollars,  rather  than  the  families  who  were  losing  their  homes,   re*rement  accounts,  and  jobs,  the  banking  industry  demonstrated  it   wasn’t  engaged  with  its  customers.    
  16. 16. In  a  2009  survey  conducted  by  research  company,  BrandKeys,  Domino’s  Pizza,  the   world’s  largest  pizza  delivery  company,  ranked  first  among  pizza  companies  for   convenience,  but  last  for  taste,  *ed  with  children’s  pizza  company,  Chuck  E.  Cheese’s.   Sales  in  2009  were  down  5  percent  from  2008,  and  the  company  had  posted  seven   nega*ve  growth  quarters  in  a  row.  Something  had  to  change.     Case  Study   Domino’s  Pizza   “People  said  our  pizza  wasn’t  good   enough,  so  we  changed  everything   about  it.  But  we  weren’t  going  to  call   it  ‘new  and  improved’  and  expect   that  to  break  through.  We  had  to   blow  up  the  bridge.”   Russell  Weiner,  Domino’s  Chief  Marke*ng  Officer,  came  up  with  an  interes*ng  marke*ng  strategy:  the  raw   truth.  He  cra[ed  a  commercial  sharing  customer  reviews  of  Domino’s  pizza,  and  the  comments  were  less   than  flaVering:  “Domino’s  pizza  crust,  to  me,  is  like  cardboard.”  “The  sauce  tastes  like  ketchup,”  and   “microwave  pizza  is  far  superior.”   BazaarVoice  Taste  Test   In  February  2010,  social  commerce  Web  site,  BazaarVoice,  ran  a  blind  taste  test  to  compare  Domino’s  new   recipe  with  Pizza  Hut  and  Papa  John’s.  Domino’s  won,  taking  50  percent  of  the  first  place  votes,  and  an   average  score  of  3.8/5  compared  to  Pizza  Hut’s  3.2/5  and  Papa  John’s  3.0/5.   In 2009 the public had lost faith in its political leaders, corporations, and the banking system. Domino’s Pizza gave Americans something they felt starved of: honesty. Domino’s  changed  every  part  of  their  recipe,  tes*ng   dozens  of  combina*ons  of  dough,  sauce,  and  cheese.   The  “Pizza  Turnaround”  commercials  began  airing  in   December  2009,  and  driven  by  an  introductory  price  for   the  new  formula  pizza,  Domino’s  stock  price  has  risen   from  $7.73  when  the  ad  debuted,  to  $30.51  less  than   two  years  later.   While  many  companies  ignore  feedback  from  dissa*sfied  customers,  choosing  to  focus  on  the  customers   who  don’t  need  to  be  persuaded  to  buy  their  product,  Domino’s  paid  aVen*on  and  acted  on  the  cri*cism  it   received.  As  a  result,  Domino’s  has  rebuilt  the  reputa*on  for  quality  that  once  propelled  it  to  be  the  fastest   growing  franchise  corpora*on  in  the  United  States  
  17. 17. Responsibility  is  the  price  of  greatness.   Public  Rela'ons  
  18. 18. Press  Releases   Press  releases  might  appear  daun*ng  at  first,  but  they’re  only  about  as  complicated  as  an  email   marke*ng  newsleVer.  While  there  isn’t  an  industry  standard  for  formaIng,  there’s  definitely  an   industry  expecta*on.  You  should  be  aware  of  what  informa*on  a  reporter  expects  to  see,  and  roughly   where  they  expect  to  see  it.   When you send your press release it’s important to log the organizations you sent it to. If they use a quote, plug the whole quote into a search engine and find out who re-published information from your press release. Add these secondary publishers to your list to contact directly with your next press release. FOR  IMMEDIATE  RELEASE.   CONTACT:  Contact  Name          Deputy  Contact  Name      Posi*on          Posi*on      Company          Company      Phone  Number        Phone  Number   ATTENTION-­‐GRABBING  HEADLINE  THAT  INCLUDES  KEYWORDS   Sub-­‐header  that  gives  an  idea  of  the  purpose  of  the  press  release   Month  Day,  Year  –  City,  State  –  Begin  your  press  release  here.  Keep  it  to  a  few  informa*ve  paragraphs  that   include  per*nent  data.  While  you’d  like  reporters  to  call  you,  you  should  provide  enough  informa*on  that  they   don’t  need  to.  A[er  all,  you  don’t  want  to  repeat  the  same  informa*on  to  a  dozen  reporters,  do  you?   Use  the  following  characters  to  indicate  that  the  reader  has  reached  the  end  of  the  press  release.   ###   The  next  thing  you  need  to  do  is  get  your   statement  in  front  of  as  many  people  as   possible.  You  can  do  this  by:   1.  Emailing  your  press  release  to  reporters   that  you  know.   2.  Making  an  announcement  over  your  social   marke*ng  plahorms.   3.  Send  your  press  release  to  influen*al   bloggers.   4.  Create  a  page  on  your  Web  site  for  press   releases  and  post  your  press  releases  there.   That  way  they  will  be  indexed  by  search   engines  and  can  be  found  by  reporters  in   the  future.  
  19. 19. Working  With   Reporters   “Industry  press  helps   legi5mize  you  to   suppliers  and  poten5al   investors,  but  it  doesn’t   do  much  to  draw  local   customers.”   If  you  have  something  to  say  to  the  world,  you  stand  a  much   beVer  chance  of  geIng  your  message  out  if  you  send  out  a  press   release,  or  beVer  yet,  contact  journalists  directly.   Journalists  are  always  looking  for  great  content,  whether  it’s  an   inves*ga*ve  piece  into  corporate  prac*ces,  or  a  public  interest   story  about  a  company  that  has  moved  its  business  premises  a[er   more  than  50  years  at  an  established  loca*on.   The  advantage  to  geIng  your  story  covered  in  the  press  is  that  it   will  appear  on  the  news  source’s  site,  and  on  the  sites  of  any   affiliates  that  use  that  source  for  content.     Five  Tips  for  Working  With  Reporters   1.  Learn  the  names  and  find  the  social  media  contact   informa*on  for  reporters  who  cover  your  business   sector  in  your  geographic  region.  You  should  work   on  building  good  rela*onships  with  up  to  half  a   dozen  of  them.   2.  Talk  to  reporters  if  they  call  you.  And  if  they   interview  you  send  them  a  note  so  that  they   remember  to  call  you  for  industry  informa*on  next   *me  they  have  a  story  about  your  sector.   3.  Get  the  editorial  calendars  for  industry  publica*ons.   Call  or  email  the  editor  to  let  them  know  you  could   contribute  to  the  story  in  a  specific  way.   4.  Get  involved  in  your  community,  and  let  reporters   know  what  you’re  doing.   5.  Write  a  press  release  for  new  products,  high-­‐level   staffing  changes,  financial  investment,  or  a  new   business  partnership.  Email  it  to  your  new  journalist   friends.  They  probably  won’t  use  it,  but  there’s   always  a  chance,  and  it  will  keep  you  on  their  mind   for  related  stories.   Consider presenting your story to Daily Source, Examiner, or your local Patch publication. For more targeted coverage, find popular blogs in your industry and contact the authors to offer yourself as an expert in your field.
  20. 20. Working  With   Reporters   It’s  all  very  well  for  me  to  say  that  you  should  seek  out  business  news  reporters,  but  that  doesn’t   help  you  to  find  them.   The  chart  below,  from  Arke*  Web  Watch  and  MediaCharts.com,  shows  the  number  of  business  news   journalists  who  have  an  account  in  the  various  social  networks.  As  you  can  see,  LinkedIn  is  out  in   front  with  92  percent  of  journalists  having  an  account  on  that  plahorm,  compared  to  85  percent  and   84  percent  for  Facebook  and  TwiVer,  respec*vely.   92% 85% 84% 58% 49% 28% 20% 18% 15% 14% Social Media Use by Journalists % of respondents, August 2011 Source: Arketi Web Watch Now,  before  you  rush  off  to  update  your  LinkedIn  account,  you  should  know  that  most  journalists  use   LinkedIn  like  you  and  I  do  –  as  a  way  to  make  business  contacts,  compare  their  resume  to  their  peers,   and  see  what’s  moving  in  the  job  market.     Un*l  CNN  and  FoxNews  are  asking  you  to  send  your  comments  and  breaking  news  to  their  LinkedIn   accounts,  I’d  assume  that  news  reporters  are  looking  at  Facebook  and  TwiVer  to  engage  with  their   audience.  
  21. 21. There  are  a  few  reasons  that  someone  might  use  a  search  engine  to  look  for  you  or  your  company.     Why  Do  People   Want  to  Know   About  You?   They’re  a  business  that  wants  to  do  business  with  you.  A   business  might  look  at  your  Website  to  find  out  who  the  key   employees  on  your  “About  Us”  page,  or  to  see  what  current   and  former  customers  think  of  your  company.  What  they  find   could  affect  whether  you’re  offered  their  business.   “If  you  leave  it  5ll  you  have  nega5ve   content  appearing  on  the  top  of   search  results,  then  it  can  be  very   5me  consuming  and  difficult  to  get   rid  of.”   If you don’t address negative impressions of you or your company on search engines, it could hurt more than your reputation. They’re  a  poten*al  customer  who’s  thinking  of  using  your   business.  They’ll  typically  look  for  reviews  of  your  company  or   product  offerings.  They  might  check  out  your  blog  to  see  what   you  know  about  your  industry,  and  they  might  check  out  other   blogs  to  see  what  your  industry  thinks  about  your  company.   If  you’re  looking  for  investment,  you  can  guarantee  that  your   poten*al  investors  will  want  to  know  what  Google  says  about   your  company  and  the  people  who  run  it.  They’ll  be  interested   to  know  how  your  customers  feel  about  the  service  they  get,   and  how  confident  your  customers  are  in  your  ability  to  deliver   on  promises.     Prospec*ve  employees  will  likely  check  out  your  company  to   help  them  decide  whether  they  think  they’ll  be  a  good  fit  with   your  business,  or  if  they  can  support  the  products  or  services   you  offer.  
  22. 22. Taking Ownership Whether you write every syllable that appears on all of your social sites, or if you only occasionally post an update and trust your social media messaging to an intern our an outsource company, you are responsible for everything that is published under your name. Sure, there’s probably a legal loophole that says you’re not, but if you’re looking for legal loopholes it’s already too late for your reputation. In the wake of the BP oil spill in April 2010, BP got into a battle over who was responsible for the leak. Ultimately it didn’t matter to ordinary citizens when it came time to fill their cars. If it has your name on it, you have to own it. I  have  a  tremendous  amount  of  respect  for  the  actor  and   techpreneur,  Ashton  Kutcher.  His  work  to  break  the  child  sex-­‐ trafficking  trade  is  inspira*onal,  and  his  commitment  to   inves*ng  in  innova*ve  entrepreneurs  is  second  to  no-­‐one.   Most  of  us  aren’t  keynote  speaking  at  tech  conferences,   we’re  not  heading  up  venture  capital  pitch  days,  or  going  to   fund  raisers  for  mul*ple  chari*es.  And  that  doesn’t  include  a   busy  ac*ng  career.     Deep  fact-­‐checking  of  on-­‐the-­‐fly  tweets  is  something  most   TwiVera*  don’t  do,  but  as  you  get  more  followers  and   become  more  influen*al,  you  become  responsible  for  making   sure  you’re  not  sharing  inaccurate  informa*on.  That’s  why   Kutcher  said  he  needed  to  find  a  way  to  “properly  manage”   his  account  (more  about  that  in  the  Case  Study  in  the  Social   Media  sec*on  of  this  book.)   Outsourcing   Your   Reputa'on   If  you  think  that  you  should  save  some  *me  by  outsourcing   your  social  media  engagement,  I  can  certainly  see  how  that   would  be  appealing.  But  your  followers  on  TwiVer  and   Facebook  expect  your  updates  to  be…well,  from  you.     If  you  have  the  *me,  you  should  be  pos*ng  every  update   yourself,  but  if  you’re  not  twee*ng  for  yourself,  let  your   followers  know..  
  23. 23. Beat Back-Link Spam Back-links in blog comments have relatively little SEO value compared to those embedded in the site copy. If you’re an expert in a field, offer your expertise and opinion to bloggers in exchange for links. When  it  comes  to  building  SEO,  there  are  companies  out  there  who  will  promise  to  create  back-­‐links  to   your  Web  site.  These  back-­‐links  are  not  created  as  anchor  text,  which  is  where  they  give  you  the  best   SEO  li[,  they  usually  appear  in  the  comments  aVached  to  blogs  that  may  or  may  not  have  anything  to   do  with  your  business,  your  business  sector,  or  anything  connected  to  you.   The  picture  below  is  a  no*fica*on  I  received  about  a  comment  on  my  blog  at  SwayMaker.com  –  as  you   can  probably  tell,  the  comment  is  not  wriVen  by  a  na*ve  English  speaker,  which  is  a  good  sign  that  it’s   probably  comment-­‐spam.   Outsourcing   Your   Reputa'on   Companies  that  create  low-­‐value,  high-­‐frequency  back-­‐links   charge  pennies  per  link,  and  can  add  thousands  of  meaningless   comments  to  blogs  every  day.  Real  commenters  who  make   regular  contribu*ons  will  see  that  the  URLs  they  post  with  their   comments  actually  get  clicked  because  they’ve  demonstrated   they  have  something  to  say.  The  owners  of  the  URL  for  comments   like  the  one  above  not  only  run  the  risk  of  looking  like  they  aren’t   literate,  they  run  the  risk  of  bloggers  marking  their  comments  as   spam  –  which  may  affect  how  search  engines  view  their  URL.   Author : pregnancy photography poses (IP: 203.158.192.10 , 203.158.192.10) E-mail : LuftOrengo1652@hotmail.com URL : http://pregnantphotography.org/ Whois : http://whois.arin.net/rest/ip/203.158.192.10 Comment: You actually make it seem really easy together with your presentation but I to find this matter to be actually one thing which I believe I would by no means understand. It seems too complex and very large for me. I’m looking ahead to your subsequent submit, I’ll attempt to get the cling of it! “If  it  has  your  name  on  it,  you   have  to  own  it.”  
  24. 24. Make  no  mistake,  publicity  is  a  double-­‐edged  sword.  It’s  a  magnifying  glass   that  can  make  you  more  visible  or  burn  you.  For  most  people  and   organiza*ons,  the  pedestal  that  publicity  can  put  them  on  is  has*ly  built,  and   unstable.   How  far  you  fall  is  o[en  determined  by  how  much  you  believed  your  own   hype.  From  Michael  Vick  to  to  Lindsay  Lohan  to  Tiger  Woods  to  Mel  Gibson,   polished  public  images  have  become  tarnished  by  dog  figh*ng,  alcoholism,   marital  infidelity,  and  general  crazy  behavior.     Help!   I  Screwed  Up!   “Act  thoughtlessly  once,  it’s   out  of  character.  Do  it  every   day,  it  is  your  character.”   The upside of screwing up… If people are surprised when you screw up that’s a good thing. It means that you didn’t meet their expectations, sure, but it means that they’re accustomed to you behaving better. You might actually get the benefit of any doubt when you try to fix things. When  you  screw  up  –  and  you  will  screw  up  a  couple  of  *mes  in  your  career  -­‐-­‐  the  important  thing  isn’t  so   much  what  you  did,  it’s  what  you  do  next.  Percep*on  is  o[en  that  a  person  isn’t  sorry  they  screwed  up,   they’re  sorry  they  screwed  up  and  got  caught.  From  a  reputa*on  perspec*ve,  what  you  did  speaks  of  your   integrity,  how  you  respond  will  affect  the  respect  others  have  for  you.   How  to  respond:   1.  I  did  it.   2.  I’m  sorry  I  did  it.   3.  It  won’t  happen  again…   4.  …because  I’m  taking  these  steps.   5.  Here’s  how  I’m  going  to  make  it  up  to  you.   6.  Thank  you  for  your  understanding.   How  NOT  to  respond:   Any  apology  that  is  followed  by  “but”  or  “if”  is  not  an  apology.  “I’m  sorry  if  I  offended  you”  and  “I’m  sorry,  but   you  don’t  understand  what  was  going  on”  shi[  the  responsibility  for  the  offense  onto  the  person  who  was   offended.  An  apology  that  shi[s  the  blame  to  nobody,  such  as  “Errors  were  made  in  processing  your  account”   is  also  inadequate.     Unless  there  is  a  legal  reason  to  not  document  your  culpability  (if  you’re  a  doctor,  for  example)  you  should   take  responsibility.  Failing  to  do  so  will  undermine  how  people  feel  about  your  integrity.  
  25. 25. Un*l  June  2011,  most  people  wouldn’t  have  been  able  to  tell  you  who  Anthony   Weiner  is.  All  that  changed  in  three  short  weeks.   Anthony  Weiner  (D-­‐NY)  was  a  Congressional  representa*ve  from  New  York.  On  May   27th  2011,  he  sent  a  link  to  an  adult  woman  who  was  following  him  on  TwiVer.  He   had  intended  to  send  it  as  a  direct  (private)  message,  but  instead  posted  a  link  to  a   picture.  He  quickly  removed  the  link,  and  the  tweet,  but  not  before  the  picture  had   been  saved  by  a  user  iden*fied  as  “Dan  Wolfe”  who  sent  it  to  BigJournalism.com,   which  published  it  the  next  day.  Case  Study   Anthony  Weiner   TwiMer  and   Infidelity   The  unfortunately  named  congressman  denied  that  the  picture  was  of  his  junior  member  (there  were  no  end   of  jokes  for  this  one)  for  nine  days,  before  admiIng  that  he  had  “engaged  in  several  inappropriate   conversa*ons  conducted  over  TwiVer,  Facebook,  email  and  occasionally  on  the  phone.”   “Maybe  it  did  start  being  a  photo  of   mine  and  now  looks  something  different   or  maybe  it  is  from  another  account.”   In  the  end,  Weiner  resigned,  and  the  Congress  con*nued  to  go  about  its  business.  One  of  the  women   involved,  Traci  Nobles,  is  set  to  release  a  tell-­‐all  book  about  the  scandal,  while  Weiner  is  raising  money  for  a   run  for  mayor  of  New  York  in  2013.   Chris  Lee  (R-­‐NY)   Compare  Weiner’s  case  to  fellow  New  York  Congressman,  Chris  Lee,  who  solicited  a  male-­‐to-­‐female   transsexual  he  found  on  Craigslist,  and  sent  emails  which  included  shirtless  photos  of  himself.     Lee  didn’t  use  a  fake  name,  and  used  an  email  account  that  was  easily  traced  back  to  him.  A[er  a  Web   search  for  the  Congressman’s  name,  the  woman  sent  all  the     correspondence  to  the  news  blog,  Gawker,  who  confronted   Lee  with  the  informa*on  and  published  their  expose  on     February  9th  2011.   The public is much more forgiving of people who admit their mistakes than those who lie to cover them up. Lee  resigned  the  same  day,  and  the  scandal  is  now  mostly   forgoVen.  Maybe  it’s  Weiner’s  name,  or  perhaps  it’s  his   aVempted  cover-­‐up  which  kept  the  story  in  the  news  for     almost  a  month,  that  made  Weiner’s  transgression  more   memorable.    
  26. 26. Just  because  your  voice  reaches  halfway  around  the   world  doesn’t  mean  you  are  wiser  than  when  it   reached  only  to  the  end  of  the  bar.   Social  Space  
  27. 27. As  we  saw  earlier,  there  are  building  blocks  that  your  reputa*on  stands  on.  Or  falls.     When  your  ac*ons,  the  ac*ons  of  others,  or  bad  luck  have  the  poten*al  to  tarnish  your  reputa*on,  it’s  up   to  you  to  mi*gate  that  risk.  If  your  reputa*on  is  important  to  you.   Would  You   Follow  Your   Company’s   TwiMer?   For  most  of  us  the  only  way  our  TwiVer  and  Facebook   followers  feel  like  they  have  a  rela*onship  with  us  is  from  the   interac*ons  they  have  with  us  on  those  plahorms.  And   because  of  that,  it’s  cri*cally  important  that  those   interac*ons  are  genuine,  authen*c,  and  transparent.  Sure,   those  are  buzzwords,  but  it  doesn’t  make  the  idea  behind   them  any  less  true.   The  most  effec*ve  way  to  do  that  is  to  be  aware  of  how  things  look  from  outside  your  company.  Be  honest.   Brutally  honest.  Solicit  feedback  from  your  harshest  cri*cs.  Imagine  the  worst  possible  ways  that  your   ac*ons  could  be  interpreted  and  assume  that  the  world  will  interpret  them  that  way.  When  you  know  how   bad  it  could  be,  you  can  take  steps  to  make  sure  your  protect  your  reputa*on.  If  you  need  proof,  just  look   at  the  Domino’s  Pizza  Case  Study.   “It  is  so  much  simpler  just  to  be   yourself.  You  never  have  to  worry   about  remembering  what  you  said   about  something  to  make  sure  you   aren’t  contradic5ng  yourself.”   Quick statistic Over 20 percent of all Web page views are on social networking sites.
  28. 28. Everybody’s   Talking  At  Me   As  any  marketer  will  tell  you,  the  key  to  being  successful  in   social  space  is  having  followers  who  will  amplify  your   message  for  you.  They’ll  also  tell  you  that  the  way  to  find   those  followers  is  to  get  a  lot  of  followers.  They’ll  tell  you   that  you  can  earn  reciprocal  retweets  and  shares  from  them   by  repea*ng  their  messages  to  your  other  followers.  The   marketers  who  proffer  this  advice  are  mistaken,  though   they’re  not  en*rely  wrong.   The  problem  is  that  most  businesses  become  so  concerned   with  building  a  huge  following  that  they  neglect  the  real   reason  they’re  there  in  the  first  place  –  engagement.  Simple   link  reciprocity  isn’t  enough  -­‐-­‐  hoping  that  rela*ve  strangers   want  to  talk  about  you  is  fu*le.  If  you  want  to  have  your   message  seen  by  the  most  people,  you  have  to  get  your   friends  to  talk  about  you.  Which  means  that  you  have  to   have  rela*onships,  not  just  followers  and  fans.   “A  thousand  uninterested  fans   don’t  help  your  company  grow  and   reach  sales  goals  like  a  hundred   engaged  fans  can.”   Your Followers Followers who actually read your messages Followers who amplify your messages At  any  moment,  only  a  small  number  of   your  followers  are  likely  to  be  paying   aVen*on  to  your  TwiVer  stream  or   Facebook  page,  and  even  fewer  of  them,  or   sharing  your  tweets  and  updates,  its   important  to  foster  rela*onships  with  your   most  ac*ve  followers.  
  29. 29. How  To  Make   Friends  and   Influence   People   Influencers   Robert  Scoble  and  Neil  Patel  are  two  of  my  favorite  people  to  follow  on  TwiVer,  Facebook,  and  Google+.     Even  though  they’re  clearly  very  busy  men,  they  find  *me  to  connect  on  a  1-­‐to-­‐1  basis  with  an  enormous   number  of  their  followers,  to  let  them  know  what  tech  companies  and  techpreneurs  are  developing   something  new  and  interes*ng,  or  to  provide  fascina*ng  insights  into  how  to  improve  business  processes.   As  you  can  see,  Robert  and  Neil  have    been  ac*ve  TwiVer  users  for  a  long  *me  and  have  amassed  a  lot  of   followers,  many  of  whom  have  listed  them   How to Make Friends With People Who Influence People. 1.  Don’t be a jerk. 2.  Tell them something they don’t know about something they care about. 3.  Respect their privacy. 4.  Don’t sell to them. 5.  Be yourself. Unless you’re a jerk.
  30. 30. All  The  Cool   Kids  Are  On   Facebook   If  you  spent  your  work  week  connec*ng  to  businesses  on   social  networks,  Facebook  would  take  every  day  except   Friday,  which  would  be  used  between  all  the  other  social   networks  combined.   “If  people  are  going  to  connect  with   your  brand,  there’s  a  significantly   be7er-­‐than-­‐average  chance  that   they’ll  be  connec5ng  on  Facebook.”   80% 6% 3% 5% 6% Facebook Twitter LinkedIn Other Don't know Preferred Social Network for Brand Connection % of social network users, May 2011 Source: Edison Research and Arbitron When  it  comes  to  making  a  good  impression   with  your  customers,  your  first  priority  must   be  to  build  a  Facebook  page.  I’m  not  talking   about  throwing  together  a  page  for  people  to   like,  though  that’s  beVer  then  nothing.   Facebook  introduced  FBML,  Facebook  Markup   Language,  similar  to  HTML,  and  just  as   powerful.  There’s  no  reason  you  shouldn’t   have  video,  pictures,  custom  graphics,   interac*ve  surveys,  and  anything  else  you  have   on  your  corporate  Web  site.     You  should  consider  making  a  preVy  serious   investment  in  your  Facebook  page,  because   it’s  where  most  people  are  going  to  find  you,   through  recommenda*ons  from  friends,  and   allows  you  to  engage  with  poten*al  customers   in  a  way  that  search  engines  don’t.   Facebook accounts for 80 percent of all customer-to-brand connections that occur on social networks. If you don’t have a Facebook page you’re missing out on your audience’s preferred way of connecting with you.
  31. 31. Guess  Who’s   GeZng  Engaged?   “When  there’s  a  buzz  on  the  blogosphere  that  your  company  has   shipped  a  defec5ve  product,  is  closing  its  doors,  or  is  under   inves5ga5on,  for  example,  a  press  release  on  the  wire  is  no  longer   the  fastest  or  most  effec5ve  way  to  respond.”   Social media users are smart. They’re early-adopters and influencers. If you’re authentic, engaged, and consistent, you’ll quickly build a group of ambassadors who will provide positive word of mouth that makes it clear you’re a leader in your field. Marketers  are  gradually  becoming  aware  that  they   aren’t  in  control  of  the  message  –  the  message  is  in  the   hands  and  TwiVer  accounts  of  cultural  influencers.   These  are  people  with  large  followings,  who  have  the   power  to  persuade  their  fans  to  do  or  buy  or  sell  or   boycoV  anything  you  might  decide  to  put  into  the   market.  Influencers  have  already  won  the  endorsement   of  their  fans,  they’re  engaged  and  ac*ve,  and  anything   they  say  is  okay  with  them  is  probably  going  to  be  okay   with  their  fans.   Five  Things  That  Show  You’re  Engaged   1.  Treat  your  followers  like  any  other  business   contact.  Check  in  with  them  on  a  regular  basis,  get   to  know  what  they  enjoy,  and  how  you  might  be   able  to  help  them  to  grow  their  business  and   brand.   2.  Pay  aVen*on  to  what  you  post  and  tweet.  If  it   has  no  value  to  your  followers  it  has  no  chance  of   being  shared.     3.  Let  your  personality  come  through.  You  have   one,  so  let  people  see  it.  Let  people  see  what   you’re  doing,  what  you’re  struggling  with,  what  you   find  interes*ng,  and  what  you  need  help  with  –   give  them  something  to  differen*ate  you  from  the   rest  of  their  followers.   4.  You  are  who  you  follow,  so  be  careful.  If  you   follow  a  par*cularly  divisive  person  or  organiza*on,   or  join  a  controversial  LinkedIn  group,  it  could  cost   you  followers  who  don’t  like  who  your  friends  are.   5.  Don’t  be  afraid  to  cull.  If  you’re  following   someone  who  isn’t  pos*ng  useful  informa*on,  stop   following  them.     Here’s  a  sad  truth:  Falsehood  flies,  and  the  truth  comes  limping  a[er  it.     That’s  a  300  year  old  quote  from  Jonathan  Swi[.  It’s  probably  truer  now  than  it  was  in  1710.  Social   networking  has  made  it  possible  for  videos  like  Rebecca  Black’s  “Friday”  to  be  a  YouTube  smash,  and  for   Jus*n  Bieber  and  Lily  Allen  to  find  themselves  with  recording  contracts  because  of  the  size  of  their   followings  on  YouTube  and  MySpace,  respec*vely.  
  32. 32. aplusk ashton kutcher Twitter Management post.ly/3rk2N 10 Nov aplusk ashton kutcher As of immediately I will stop tweeting until I find a way to properly manage this feed. I feel awful about this error. Won’t happen again. 10 Nov aplusk ashton kutcher As an advocate in the fight against child sexual exploitation, I could not be more remorseful for all involved in the Penn St. case. 10 Nov aplusk ashton kutcher Heard why Joe was fired, fully recant previous tweet! Didn’t have full story. #admitwhenyoumakemistakes 10 Nov` aplusk ashton kutcher How do you fire JoPa? #insult #noclass As a Hawkeye fan I find it in poor taste. 10 Nov This  is  a  recrea*on  of  the  @aplusk  TwiVer  feed,  compiled  from  a  report  appearing  on  Mashable.com.  Ashton  Kutcher  deleted  the  boVom  two  tweets  on  11/10/2011.       Case  Study   @aplusk   TwiMer  and   Penn  State   In  2002,  Jerry  Sandusky,  an  assistant  coach  at  Penn  State  University  at  that  *me,  had  been  witnessed   allegedly  sexually  abusing  a  young  boy  in  the  Penn  State  athle*c  department  showers.  When  PSU’s   head  coach,  Joe  Paterno,  reported  the  incident  to  his  superiors  and  the  campus  police,  no  ac*on  was   taken.  When  the  allega*ons  came  to  light,  Paterno  issued  a  statement  that  he  regreVed  not  having   “done  more,”  and  tendered  his  resigna*on,  effec*ve  at  the  end  of  the  football  season.  The  Penn  State   Board  of  Regents  rejected  Paterno’s  resigna*on  and,  instead,  fired  him.   Ashton  Kutcher’s  TwiVer  stream  looked  something  like  this:  
  33. 33. I  have  a  tremendous  amount  of  respect  for   Ashton  Kutcher.  His  TwiVer  stream  is  engaging,   warm,  and  socially  aware.  His  work  for  charity  is   inspira*onal,  and  his  commitment  to  inves*ng  in   innova*ve  entrepreneurs  is  second  to  no-­‐one.   Add  to  that  a  busy  ac*ng  career,  and  it’s  easy  to   understand  that,  if  Kutcher  is  twee*ng  for   himself,  not  every  tweet  is  going  to  be  pitch-­‐ perfect.  Which  is  why  he  decided  to  “manage”  his   feed  by  having  his  company,  Katalyst,  act  as   editors  for  his  TwiVer  updates.   Case  Study   @aplusk   TwiMer  and   Penn  State   All  in  the  space  of  a  couple  of  hours,  Kutcher  returned  from  work  and  saw  that  Joe  Paterno  had  been   terminated  by  Penn  State  University  –  and  he  presumed  it  was  for  football  performance  reasons,  and  he   fired  off  the  first  message.   Soon  a[er,  and  as  some  of  his  followers  rushed  to  condemn  him,  Kutcher  caught  up  on  the  story,  and  sent   the  next  two  tweets.   In  his  posterous.com  blog  post  that  evening,  Kutcher  reflected  on  how  TwiVer  has  changed  from  a  way  to   discuss  ideas  to  a  self-­‐publishing  medium,    and  then  tweeted  that  he  was  going  to  stop  twee*ng  un*l  he   could  properly  manage  his  account,  and  sent  a  link  to  his  blog  post  which  discusses  in  greater  depth  why   he  was  quiIng  TwiVer.     This  was  a  story  that  could  easily  have  caused  a  lot  of   trouble  for  Kutcher,  had  he  not  been  so  earnest  and   smart  in  his  response.  He  apologized  for  his   misunderstanding,  did  what  he  could  to  make  it   right,  and  reminded  people  of  his  support  for   organiza*ons  that  fight  against  child  abuse.   If @aplusk was a newspaper… Kutcher’s 8 million subscribers means he has a readership equal to the combined daily circulation of the Wall Street Journal, USA Today, NYTimes, LATimes, SanJose Mercury News, Washington Post, NY Daily News, NY Post, and the Chicago Tribune. “A  collec5on  of  over  8   million  followers  is  not  to   be  taken  for  granted.  I   feel  responsible  to  deliver   informed  opinions  and   not  spread  gossip  or   rumors  through  my   twi7er  feed.”  
  34. 34. Responsibility  is  the  price  of  greatness.   Best  Prac'ces  
  35. 35. As  we  saw  earlier,  there  are  building  blocks  that  your  reputa*on  stands  on.  Or  falls.     When  your  ac*ons,  the  ac*ons  of  others,  or  bad  luck  have  the  poten*al  to  tarnish  your  reputa*on,  it’s  up   to  you  to  mi*gate  that  risk.  If  your  reputa*on  is  important  to  you.   When  you’re  examining  your   brand,  you  only  need  to  do  four   things  to  improve  Google’s   percep*on  of  you:   1.  Increase  posi*ve  men*ons   2.  Decrease  nega*ve  men*ons   3.  Improve  posi*ve  to  nega*ve   men*ons  ra*o   4.  Engage  users  who  post   mul*ple  nega*ve  comments   “Don’t  let  the  noise  of   other’s  opinions  drown   out  your  own  inner  voice.   Have  the  courage  to   follow  your  heart  and   intui5on.  They  somehow   already  know  what  you   truly  want  to  become.”   Rules  of   Engagement   Six Keys to Social Engagement 1. It’s not about you, it’s about them. 2.  You don’t own your brand, your followers, friends, and critics do. 3.  Social Media is NOT just another way to talk at your customer. 4.  If you’re not talking 1-on-1, you’re not engaged. 5.  Listen to what’s being said about you. Change if you need to. 6.  Trust starts with you.
  36. 36. Brand  Ambassadors   These  guys  have  tried  your  product  and  they  have  a  posi*ve  impression  of   what  your  company  is/does.  You’ll  find  them  talking  about  your  company,   and  recommending  your  products,  on  their  blog,  on  TwiVer,  on  Facebook.   Companies  like  Apple,  Coca  Cola,  and  Starbucks  have  fostered  this  kind  of   rela*onship  with  their  customers.   Dreamers   These  are  the  people  who  can  see  the  possibili*es  in  your  product,  who  can   absolutely  see  the  upside  of  ownership,  but  for  whatever  reason  have  not   made  a  purchase  yet.  They’re  typically  listeners  in  social  space,  and   consumers  of  blogs  about  the  products  they  like.  Address  the  reasons  they   haven’t  bought  yet,  and  you’ll  create  brand  ambassadors.   Cynics   You’ve  met  these  people,  probably  at  a  conference.  They  see  a  new  product   and,  without  knowing  too  much  about  it,  dismiss  it  as  irrelevant  or   unworkable.  For  some  reason  they  don’t  like  your  product,  and  they  see  no   reason  to  try  it  out.  They  post  bad  reviews  of  your  products  that  get  link-­‐ backs  and  tweeted  and  shared.  Tread  carefully,  engaging  with  Cynics  can  be   more  damaging  than  helpful.     Cri'cal  Pa'ents   There’s  nothing  more  dangerous  to  your  future  than  consumers  who  have   tried  your  product  and  have  a  nega*ve  impression  of  it,  or  of  your  company.   The  single  most  important  thing  you  have  to  do  when  you  find  these  people   is  repair  their  experience.  I’m  not  sugges*ng  that  you  give  away  the  store  to   people  who  don’t  like  your  products,  but  it  won’t  hurt  to  ask  them  what   went  wrong,  and  how  to  make  it  beVer.   There  Are  Only  Four  Types  of  Customer   Know  Which   Customer   Your  Campaign   Is  Talking  To  
  37. 37. SEO  S'll   MaMers   White  Hat  SEO   (Do)   Black  Hat  SEO   (Don’t)   Sneaky  tac*cs  to  “outsmart”   search  engines  for  short-­‐term   gain.   Accurate meta tagging and coding of each Web page, along with content optimization will give you a search engine results page (SERPs) boost. Great exclusive/unique content. Google has included a readability element in their Panda and Freshness algorithm updates. This means that copy that doesn’t read well, or is heavy enough on keywords that it sounds awkward, will reduce your page rank. However, if you are creating your own content exclusively for your site, your ranking will improve. Anchor linking from other sites. For most sites this comes down to content. Getting your content on other sites, listed with a link back to your site, can generate human traffic to your site, and it will also help your rank SERPS. It’s like a recommendation from a trusted friend. Take time to comment on other people’s blogs. If you post informative comments, the Webmaster will probably link to your page eventually. Keyword stuffing – excessive use of keywords, or use of keywords that aren’t relevant to the page content. URL redirects from multiple sites to your site or a single page on your site. Using links on your page to link to a link farm. A link farm is one of those sites that is full of links to other sites. When you link to it, it links back to you, along with hundreds of other sites. You might get a request to post a bunch of links on your site. It’s like a chain letter, and will get you banned from every reputable search engine. Cloaking – coding your site to display spammy pages to human visitors and non-spam pages to search engine Web crawlers that are looking for indexing data. Spamdexing. When you add keywords to your URL, sure it might let people know what you do, but it sets off alarm bells with search engines. Search  engine-­‐friendly  tac*cs   for  sustainable  SEO  growth   over  a  long  term.   Before  you  think  that  the  black-­‐hat  tac*cs  don’t  look  so  bad,  you  should  know  that  the  punishment  can  be  a   killer  for  your  business.  Search  engines  will  stop  showing  your  site  in  the  results  pages.  Not  only  will  you   become  unsearchable,  your  could  earn  a  reputa*on  as  a  spam  site,  even  if  you’re  not.  
  38. 38. Reputa'on  Is   A  Contact  Sport   “With  the  advent  of   microblogging,  the   number  of  ‘touches’  is   irrelevant.  The  key  now   is  constant  engaged   conversa5on.”   Five Things That Can Make You Look Bad 1.  Email campaigns that don’t solve problems for your customers. 2.  Promoting links to spammy Web sites. 3.  Getting involved in flame wars with trolls. 4.  No way to contact your company from your Web site. 5.  Unresponsive customer service. If  you  engage  with  your  audience  when   things  are  going  well,  there’s  a  much  beVer   chance  that  they’ll  give  you  the  benefit  of  the   doubt  when  you  need  them  to.   That  means  that  you  have  to  stay  in  touch   with  your  followers,  not  just  as  a  group,  but   on  as  much  of  an  individual  basis  as  you  are   able  to.     Customer  Email   Campaign   Blog   Subscrip*on   Telephone   Snail  Mail   TwiVer   Facebook   LinkedIn   Blog   Comments   In-­‐Store   Conferences   Webcast/ Podcast   Review  Site   Print  Ad/ Billboard  
  39. 39. SwayMaker  Digital  Marke'ng   www.swaymaker.com   twiMer.com/swaymaker   facebook.com/swaymaker   SwayMaker  is  an  Atlanta-­‐based  bou'que  digital  marke'ng  agency.   We  will  handle  your  PR,  SEO,  and  help  you  manage  your  brand  and   reputa'on.     Contact  us  for  a  free  site  and  social  media  engagement  assessment,   and  sign  up  for  free  email  updates  from  our  blog.   Did  you  like  this  book?  Hate  it?  Disagree  with  anything  in  it?   Please  send  your  feedback  to  feedback@swaymaker.com  
  40. 40. Who  Said  That?   1.  “What  you  are  is  what  you  have  been.  What  you  will  be  is  what  you  do  now.”  -­‐  Buddha   2.  “Just  like  managing  your  staff,  managing  your  reputa*on  depends  on  paying  aVen*on  and  no*cing  when  things  change.”  –  Kevin   Sasser,  Company.com   3.  “With  60  percent  of  clicks  going  to  the  top  three  results,  ranking  at  the  top  of  the  first  page  is  more  valuable  than  ever.”  –   Op*fy.com,  Changing  Face  of  SERPS  Organic  CTR  Report   4.  “Customers  and  clients  tend  to  not  talk  about  your  company  unless  you’re  doing  something  spectacularly  right,  or  heinously  wrong.”   –  George  Chidi,  Neon  Flag     5.  “People  said  our  pizza  wasn’t  good  enough,  so  we  changed  everything  about  it.  But  we  weren’t  going  to  call  it  ‘new  and  improved’   and  expect  that  to  break  through.  We  had  to  blow  up  the  bridge.”  –  Russ  Weiner,    Domino’s  Pizza   6.  “Responsibility  is  the  price  of  greatness.”  –  Sir  Winston  Churchill   7.  “Industry  press  helps  legi*mize  you  to  suppliers  and  poten*al  investors,  but  it  doesn’t  do  much  to  draw  local  customers.”  –  George   Chidi,  Neon  Flag   8.  “If  you  leave  it  *ll  you  have  nega*ve  content  appearing  on  the  top  of  search  results,  then  it  can  be  very  *me  consuming  and  difficult   to  get  rid  of.”  –  Reputa*onManagementFor.com   9.  “If  it  has  your  name  on  it,  you  have  to  own  it.”  –  Duncan  Connor,  SwayMaker  Digital  Marke*ng   10.  “Act  thoughtlessly  once,  it’s  out  of  character.  Do  It  every  day,  it  is  your  character.”  –  George  Chidi,  Neon  Flag   11.  “Maybe  it  did  start  being  a  photo  of  mine  and  now  looks  something  different  or  maybe  it  is  from  another  account.”  –  Anthony   Weiner   12.  “Just  because  your  voice  reaches  halfway  around  the  world  doesn’t  mean  you  are  wiser  than  when  it  reached  only  to  the  end  of  the   bar.”  –  Edward  R.  Murrow   13.  “It  is  so  much  simpler  just  to  be  yourself.  You  never  have  to  worry  about  remembering  what  you  said  about  something  to  make  sure   you  aren’t  contradic*ng  yourself.”  –  ScoV  StraVen,  UnMarke*ng   14.  “A  thousand  uninterested  fans  don’t  help  your  company  grow  and  reach  sales  goals  like  a  hundred  engaged  fans  can.”  –   RocketMedia.com   15.  “If  people  are  going  to  connect  with  your  brand,  there’s  a  significantly  beVer-­‐than-­‐average  chance  that  they’ll  be  connec*ng  on   Facebook.”  –  Duncan  Connor,  SwayMaker  Digital  Marge*ng   16.  When  there’s  a  buzz  on  the  blogosphere  tat  your  company  has  shipped  a  defec*ve  product,  is  closing  its  doors,  or  is  under   inves*ga*on,  for  example,  a  press  release  on  the  wire  is  no  longer  the  fastest  or  most  effec*ve  way  to  respond.”  –  Joel  Postman,   SocialMediaToday.com   17.  “A  collec*on  of  over  8  million  followers  is  not  to  be  taken  for  granted.  I  feel  responsible  to  deliver  informed  opinions  and  not  spread   gossip  or  rumors  through  my  twiVer  feed.”  –  Ashton  Kutcher,  Katalyst   18.  “Don’t  let  the  noise  of  other’s  opinions  drown  out  your  own  inner  voice.  Have  the  courage  to  follow  your  heart  and  intui*on.  They   somehow  already  know  what  you  truly  want  to  become.”  –  Steve  Jobs,  Apple   19.  “With  the  advent  of  microblogging,  the  number  of  ‘touches’  is  irrelevant.  The  key  now  is  constant  engaged  conversa*on.”  –  Kevin   Sasser,  Company.com  

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