The document discusses online reputation management and social media monitoring. It explains that reputation management involves identifying conversations about a brand online, learning from them, and steering them. It also discusses the importance of social media due to growing user numbers and influence. Additionally, it outlines benefits of listening like preventing lawsuits and improving customer experience. The document provides tips on monitoring, responding to feedback, measuring success through metrics like search performance and sentiment analysis.
3. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT
WHAT IS ONLINE REPUTATION
MANAGEMENT?
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4. Identifying conversations about your brand
that are taking place online
Learning from these conversations
Taking steps to control and steer these
conversations
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5. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT
WHY IS IT IMPORTANT?
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6. Social User Stats
147.8 million social media users
64% of internet users are on social
Older boomers are fastest growing segment
of social users; 32% increase
Source: eMarketer, Dec 2010 @AngiePascale | #EMARepMgmt
7. Attitudes about Social Interactions
“I value the opinions other people share on social media”
• 68% - millennials
• 50% - older boomers
“I feel important when I give my feedback out brands, products and
services in social media”
• 47% - millennials
• 30% - older boomers
Source: eMarketer, Feb 2011 @AngiePascale | #EMARepMgmt
8. What People Do in Social
24% 37% 70%
Creators Critics Spectators
Source: Forrester Research, 2000 @AngiePascale | #EMARepMgmt
9. Social Traffic Stats
Google vs. Social Traffic
120
100
80
60
40
20
0
Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11
Total Social Visits Total Google Organic Visits
• Social Traffic increased approx. 180% in one year
• Google traffic decreased approx. 15% in one year
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10. Do you have dirty laundry?
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11. EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT
WHAT CAN YOU LEARN?
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13. Benefits of Listening
Prevent lawsuits
Reduce negative chatter
Prevent loss of new business
Enhance customer experience
Improve company policies
Enhance PR and marketing initiatives
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31. Deciding When to Respond
Did they use profanity or
Delete comment
sexual language?
Obvious spam or Respond with appropriate
Delete comment
advertisement? information and links.
On channel your brand Public site where anyone
controls? can create profile?
Can you use common Note and take necessary
Respond in timely fashion
knowledge to respond? action, but don’t respond.
Track down info and
respond when available.
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32. Deciding How to Respond
• Decision tree
• FAQs for employees; great for large teams
• Develop online FAQ and continually update; use as
resource when responding
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33. Transparency
• Open and honest
• Take responsibility if it’s really your fault
• Explain how you’ll fix it
• Negative reviews may convert more effectively;
consumers place more trust in brand that will
provide honest feedback
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34. Negative Responses
• Do not delete conversations just because they are
negative
• Responding shows that you are attentive to
customers, concerned with their experience and
willing to work in public to resolve issues
• Offer apology, factual details, links or other info
• “We’re looking into the issue” is completely valid
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35. Positive Responses
• Don’t just concentrate on unfavorable reviews
• Responding to positive comments also shows that
you are alert and gracious
• Thank user for mentioning your business and their
continued support
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36. Community Guidelines
• Create page on website that describes how you
handle conversations on your social networks
• List reasons you will remove content (e.g. profanity,
sexual reference, etc.)
• Use disclaimer indicating your discretion for
deleting any conversation
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39. Customer Review Sites
• Higher review numbers can positively affect ranking
• Non-conversational reviews makes approach
slightly different
• Always include contact info for follow up with
current and future customers
• Certain reviews can be flagged for spam, but must
follow each site’s content guidelines
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40. Local Review Site Traffic Stats
Monthly Unique Visitors
(millions)
120
100
80
60
40
20
0
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45. Review Tracking
• None of the monitoring software pulls results from
all customer review sites
• Must manually monitor these listings
• Note any new reviews during month, those with
large number negative and positive reviews
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It will get aired in social media, so make sure to clean it up!You can also find this dirty laundry you may not have known you had.
Listening to and learning from social media monitoring provides invaluable insights into overall business situations, and allows you to proactively address issuesResponding to one negative comment may prevent loss of one customer, but proactively fixing issues and making widespread changes can prevent loss of thousandsSocial media monitoring can serve as evidence for making company-wide or operational changes that can retain these customers and generate new ones
Learn about specific locations that may not be following proper procedures, allowing you to address issue privately before it becomes a lawsuit Proactively listening to online sources may allow you to nip situation in the bud by reaching out to customer directly and resolving issue outside of courtroom
Eagerly and proactively helping customers resolve problems can change their opinion and create a lifelong brand advocateResponding to positive comments can be extremely effective at reinforcing good experiences and encouraging continued brand evangelism
Provide efficient channel to effectively handled customer service issues that were relatively unheard in the pastDiscovered potential pricing inconsistencies or other false advertisements, which may lead to further negative chatter, loss of business or even a lawsuit
Identify location(s) not following proper procedures, which may cause highly visible customer service issues; take steps to ensure all locations know, understand and abide by corporate policiesIdentify areas of product/service inconsistencies, take steps internally to remedy Locate other areas of confusion among customers, staff and public, and devise plan to improve these areas and communicate to public at large
Discover media coverage and keep a close watch as stories unfold, allowing you to react quickly and appropriatelyAlert necessary individuals and departments, identify size/reach of story and consumer sentiment, proactively develop official statementIdentify new and unique ideas for PR efforts or stunts based on customer sentiment and user generated content
Quickly recognize the need to implement new marketing initiativesFoursquare is a good example; may companies do not realize how many individuals checkin on a daily basis, providing a unique opportunity to further increase customer loyalty and generate in-store traffic with specialsIdentify other creative marketing strategies or tactics, and understand when to abandon those that are not performing wellIn 2010, GAP customers complained so vehemently on social networks that Gap ditched the new logo and stuck with the old.
Warning: These are not quick solutions that will get instant results.
The entire second half of the first page of results are all branded microsites that we developed and nurtured with great content, internal SEO strategy, link building, resource sections and continuous updates.
Do not want to respond on most forums; they are exclusive sites with loyal users, who get angry when brands become engaged.
Last stat is according to Brett Hurt of Bazaarvoice
Just make sure you follow up with user or general statement to address issue once you find answer.
Keep track of changes in position for various assets.