Search For Buzz Sc Bilbao 2010, Massimo Burgio

1. search
for buzz
a brand reputation management case history
massimo burgio global search interactive / sempo
search congress bilbao 29 enero 2010

2. userpowered
web

3. userfuelled
branding

4. attitude
change

5. listen
new marketing
intelligence
keywords voting
word of mouth
engagement
social buzz blogs
referrals
rating
networks
competitors
key phrases polls
online reputation

6. new marketing tools
search
brand monitoring
digg SEO
web analytics
technorati wordtracker
knowledge sharing online PR
adwords
viral
collaborative tools
conversations
wikis
buzz blogs linkedin
SEM
social networks twitter
influencers RSS ROC MAO
facebook engagement

7. 4PSMM
new marketing
mindset
passion
patience
perseverance
proactivity

8. new marketing
mindset 4PDON’T
presume
panic push
procrastinate

9. opportunity
(and/or)
threat

10. search
for buzz
a brand reputation management case history

11. introducing
dialogo assicurazioni

12. it could have started with a
panic attack

13. but it ended with a
clean
branded
SERP

14. (there’s always
a solution)

15. (or more than one)
search optimization online
pr blog marketing social
media optimized content
blogosphere engagement
viral campaigns analytics

16. what can we do
with all this stuff?
since we are putting in place
so many activities, how about
using them all as a platform to
listen to customers prospects
and web users, and leverage
opportunities rather than
fearing all the threats?

17. how about
a new way
of managing
?
online brand
reputation

18. ?
how about
starting a
dialogue
with the
online
audience

19. step 1: be out there,
engage, interact and
participate

20. introducing the new
dialogo assicurazioni
powered by global search interactive

21. introducing the NEW
dialogo assicurazioni
powered by global search interactive

22. introducing the NEW
dialogo assicurazioni
powered by global search interactive

23. introducing the NEW
dialogo assicurazioni
powered by global search interactive

24. introducing the NEW
dialogo assicurazioni
powered by global search interactive

25. introducing the NEW
dialogo assicurazioni
powered by global search interactive

26. introducing the NEW
dialogo assicurazioni
powered by global search interactive

27. introducing the NEW
dialogo assicurazioni
powered by global search interactive

28. step 2: listen
(and measure)
(we need a tool)

29. question:
how can we listen to all
online conversations,
be able to intercept all
brand mentions, and
highlight the good and
the bad ones?

30. answer:
RSS
rocks!

31. DIY BRM let’s try to
DO-IT-YOURSELF build a brand
BRAND REPUTATION MANAGEMENT
reputation
management
platform from
scratch using
RSS! it is not
so difficult!
(the programmer said…)

32. so we created a number
of rss feeds pipes from
google and yahoo news,
google blog search,
twitter search, yahoo answers,
technorati, friendfeed, social
mention + we set up a wordpress
platform with all the right plugins
that allowed us be able to filter,
browse, tag, search, moderate,
note, and of course report to client

33. introducing
dialogo’s brm platform
powered by global search interactive

34. introducing
dialogo’s brm platform
powered by global search interactive

35. introducing
dialogo’s brm platform
powered by global search interactive

36. introducing
dialogo’s brm platform
powered by global search interactive

37. introducing
dialogo’s brm platform
powered by global search interactive

38. introducing
dialogo’s brm platform
powered by global search interactive

39. introducing
dialogo’s brm platform
powered by global search interactive

40. free
cost of the platform?
(nothing really comes for free, we put a lot
of work to develop and test it, and it was
not so easy as the programmer said…)

41. wp
enabling technologies?
rss

42. introducing
dialogo’s brm platform
powered by global search interactive

43. introducing
dialogo’s brm platform
powered by global search interactive

44. DIY BRM
it is really
easy
you can do it too!

45. thank you
eskerrik asko massimoburgio
sempoboard.global.europe
globalsearchinteractive
massimo @ globalsearchinteractive.com
linkedin.com/massimoburgio
facebook.com/massimoburgio
twitter.com/massimoburgio
slideshare.net/massimoburgio