Presented by Tony Wright at Pubcon, New Orleans on April 25, 2013. This presentation highlights the need for industries to proactively protect their reputation in SEO, Social Media, Public Relations, Online Reviews and much more.
Proactive ReputationManagementPresented by:Tony WrightCEO of WrightIMC
―If I tell my Facebook friends about yourbrand, it is because I like my friends -not because I like your brand.‖ – MikeArauz, Undercurrent
Why do people write reviews?• The two leading reasons peoplecontribute content to social shoppingsites are the need to feel part of acommunity (31%) and recognitionfrom peers (28%). (IBM Institute forBusiness Value, August 2011)
Do people really trust onlinereviews?• Users put great trust in their social networks. One-half ofBeresford respondents said they considered information sharedon their networks when making a decision—and the proportionwas higher among users ages 18 to 24, at 65%. (eMarketer, October2010)• 90% of consumers online trust recommendations from peoplethey know; 70% trust opinions of unknown users. (Econsultancy,July 2012)
Does this stuff go viral?• The average consumer mentionsspecific brands over 90 times perweek in conversations with friends,family, and co-workers. (John Moore,WOMMA, 2010)
Why should you care?• 70% of Americans say they look at reviews beforetaking the next step to conversion. (Google, ZeroMoment of Truth )• 53% of people on Twitter recommend companiesand/or products in their Tweets, with 48% of themdelivering on their intention to buy the product. (ROIResearch for Performance, June 2010)• When making purchase decisions, North AmericanInternet users trust recommendations from peoplethey know and opinions posted by unknown consumersonline more than advertisements on television, on theradio, in magazines and newspapers, or in othertraditional media. (Nielsen Online, April 2011)
Understanding the Landscape• Blogs• SERPS• Reviews• Message Boards• Hate Websites• Twitter• Location Based Sites• Social BookmarkingSites
Monitoring the Landscape• Tools come in all shapes, sizes andcosts• When evaluating a tool, know what itwill be used for• Know where a tool gets it’s data• Understand what a tool can and can’tmonitor• No one tool gets it all
Not being proactive?• ―Doing PR during a crisis is like eatinghealthy during a heart attack‖ –Unknown person from my Twitterstream
Rip-off Reports, NegativeReviews, Bad SERPs, Oh My!• Most companies do NO reputationmanagement until a crisis hits• If a crisis hits a blank slate, the crisiswins• Companies with unmanaged reputationswill most likely lose infinitely more in acrisis than those with managedreputations
Social Media Policies• What can your employees say onlineand to whom?• Most current policies are more aboutkeeping folks off Facebook duringworking hours – this is misguided• Should be created by HR, Legal andMarketing…preferably someone inmarketing with social media savvy.
Employee Education• Everyone from the CEO to the Janitorneeds to know they influence onlinereputation• Hold annual seminars for all employees– show them positive and negativereviews• Reward employees who are mentionedin positive reviews
The thing about reviews…• Your online reviews will not, and shouldnot be perfect• Your review ratio is a logorythmic scale.The more reviews you have, the moreroom there is for negativity• Deal with negative reviews offline wherepossible• Watch out for Mobile Syndication! Yelpand Iphone anyone?
Proactive Review Strategy• ASK YOUR SATISFIED CUSTOMERS FOR REVIEWS!– Don’t be pushy, but do ask. Think of it as askingfor public feedback• Understand your review landscape and try to sculptreviews to affect SERPS• Forward facing employees should go through thereview process on relevant sites once a month tohelp customers understand how to create reviews• What are you doing to make your customers actualFANS?
Influencer Identification andOutreach• Invest in good tools to identifyinfluencers – there are several• Influencer identification is an ongoingprocess– Surveys of existing customers can be useful,but are hard to execute• Create ongoing relationships withinfluencers – provide them value
Influencer Identification andOutreach• DO NOT SPAM INFLUENCERS– Ask permission to send them items• Meet influencers offline wheneverpossible– Having a beer with an influencer candetermine their opinion of you during a crisis• Consider monetary support of influencerscauses
Be Part of the Conversation• Encourage employees to be subjectmatter experts in relevant onlineplaces• Offer value throughout your entireWeb presence• Be prepared to offer customer servicein a public forums (watch resources)
Creating your Plan – Who shouldbe Involved?• Marketing• IT• Upper Management• Crisis Consultants• HR• Representatives from the rank and file• Unions (if applicable)
What to consider?• Online and offline – but pay more attentionto online, it’s harder• Monitoring – YOU MUST MONITOR YOU BRANDAT ALL TIMES!• Mock scenarios – how will you handle each.Think worst case scenarios• Technical execution of responses• Response Responsibility• Do you know your search results before thecrisis?
Reputation, Influence andBranding• Reputation, branding and influence arenot the same thing but areinterconnected• Of the three, start working on reputation.The others will come if reputation is good• Don’t let good branding get in the way ofa good reputation (logo police, anyone?)• Monitor your reputation. Create a formulafor keeping your reputation solid – dealwith snags as they come
Thank you for timeTony WrightCEO/FounderWrightIMCtony.email@example.com@tonynwright972-215-7167