Surviving The Fire Drill. Saving Your Online Reputation Using Social Media

Transcription

1 Surviving The Fire Drill

2

3 Presenter Travis Keith Strategy Consultant, Inc

4 Agenda 1. What is Online Reputation Management 2. Social Media Strategies 3. Search Engine Strategies 4. User Generated Content 5. Local Search 6. Q & A

5 Areas of Focus

6 Definition 1 2 Online Reputation Management(ORM) is the practice of monitoring the reputation of a brand or business, with the goal of suppressing negative mentions entirely, or pushing them lower onsearch engine results pagesto decrease their visibility. Use the information gained during the monitoring phase to respondthrough further development of online tools (i.e. social media, seo, blog etc.) Definition: Wikipedia.com

7 Quick Stats Traffic to the top 10 review sites grew on average 158%last year What Does That Mean? 1.More people are sharing content online about your brand 2.More people are looking for what others said about your brand Compete.com

8 QuickStats 70% of people who read reviewssharethem with friends, family & colleagues thus amplifying their impact What Does That Mean? 1.Your brand s customer service and product quality WILLbe shared online Deloitte & Touche

9 Quick Stats 70%of people consult reviews or ratingsbefore taking an action 1. Buying product 2. Scheduling a service 3. Picking a restaurant 4. Booking a hotel 5. Ordering a textbook BusinessWeek

10 Bad Day at the Office

11 Case Study Facebook Protest PETA organized a protest on clothing company DKNY PETA supporters used their profile pictures to send a statement DKNY had over 250,000 likes during the attack Who s monitoring branded social media accounts Source: Mashable.com

12 CaseStudy Twitter Foul Chrysler Automobiles outsourced social media to an agency An agency worker sent this tweet, thinking it was his personal account Chrysler fired the agency and the agency fired the worker Chrysler had over 10,000 followers

13 Local Search Local Search results are becoming increasingly popular in Google search engine result pages (SERP). What does your Google Place Page say about your business?

14 The Truth is... [During the next five years, 83% of companies will face a crisis that will negatively impact their share price by percent*] Source: Oxford Metrica,

15 The Truth is... Consumer Reports released a review on the iphone4 in July that showed a defect in the antenna when the device was held a certain way. Source: Digimind.com

16 This is NOT a Drill How well are you preparedto handle a crisis regarding your online reputation?

17 Step 1 Monitor Blog Comments Industry Blogs Facebook Digg Twitter What Channels Should I Be Monitoring? Online Review Sites Google Google Place Page Vimeo Bing Yahoo! Google Video YouTube

18 Step 1 Monitor Questions To Consider 1. What channels are your customers utilizing? 2. Are there common themes your customers are talking about? 3. Who are the influencersin the space? 4. Begin to develop an engagement strategy.

19 Step 2 Respond Marketing is a conversation with your customers! Your offline marketing principles should be mirrored to the online environment

20 Step 2 Respond Customer service has become extremely important through social networks like Twitter and Facebook. These sites provide direct contact with customers and brands in real-time.

21 Perfect Execution

22 Areas of Focus 1. What is Online Reputation Management 2. Social Media Strategies 3. Search Engine Strategies 4. User Generated Content 5. Local Search 6. Q & A

23 How Does Social Media Fit In?

24 VisualLearners Social Media Your Brand Online Reputation

25 Quick Stats 17% 34% 23% Harris Poll,

26 Contact Form Having a contact form allows your customers to reach out to an internal source and get the problem resolved instead of blasting your brand s name in a negative fashion across the. Campbells Soup Company

27 BuildSocial Infrastructure Claim your brand on multiple social media content sharing sites. The Benefits 1. More owned online channels 2.Increased chance for link building 3. Higher search rankings 4. Lead generation Reddit

28 Connect With Customers Through your monitoring, find and respond to customers who like your product or service. Benefits 1.Your response can end up in their news feed 2. Build loyal customers 3.Create future opportunities to connect

29 Produce Engaging Content

30 SEO Correlations Shared content on FB directly correlates to search rankings

31 Case Study

32 Fans & Followers Taco Bell was able to broadcast their message to millions of loyal fans instantaneously!

33 Areas of Focus 1. What is Online Reputation Management 2. Social Media Strategies 3. Search Engine Strategies 4. User Generated Content 5. Local Search 6. Q & A

34 Search Engine Optimization 1. Low Hanging Fruit (On Page Optimization) 2. External Link Building 3. Generate Quality Content For Your Industry 4. Keyword Focused Content Pages 5. Social Media Development and Strategy

35 Ideal Search Results for Your Brand Rice-A-Roni positions on the search results because of URL structure and on page optimization How Social Media Can Save Your Online Reputation

36 Google 1 st Page Click Through Rate

37 How We Can Help 1.Installcustom monitoring software that crawls over all online channels and monitors every time your brand is mentioned online 2.Utilize social media best practices to help build your online infrastructure and grow your online presence. 3.Developand coordinate a crisis response plan in case of a reputation emergency Don t Go At It Alone! We Have The Experience And Resources To Help Your Brand Grow Online

38 Questions Questions

39 Contents not to be shared outside of intended organization or duplicated without written permission of,