This document discusses the importance of managing a brand's reputation online through brand monitoring. It emphasizes that a brand's reputation is defined by what others say about it, not just what the brand says itself. It provides tips for brand monitoring, including tracking brand mentions across social media, reviews, forums, blogs and more. It also discusses the importance of responding to both positive and negative feedback to build trust and protect a brand's reputation.
14. MY HOLIDAY EXPERIENCE
Completed Online
Complaints Form; Waited 5 More
Waited 10 Days for Days; No Response
a Response
Sent a Tweet to BA; Sent a 2nd Tweet;
Waited 10 Minutes Response in 10
for a Response Minutes
15. Social Media
CARE Telephone
ABOUT ALL Emails
CHANNELS Website
Letter
In Person
Forums
Blogs
16. THE NEGATIVE
Uncover and Respond to all
mentions (online & offline)
Respond publically so others can
see your response
Never respond posing as a „happy
customer‟
Don‟t ignore negative press, it
won‟t go away
17. THE POSITIVE
Acknowledge & reward positive
feedback
Keep a record of your brand
angels
Respond to any questions they
have
Dedicate time and resources to
network & engage with your fans
43. “Customers find incredible detail online, from
every possible source.” ~ Dina Howell „Saatchi & Saatchi X‟
44. “If consumers will do research online for houses
and health care, they’ll also do it for band-aids
and ballpoint pens.” ~ Jim Lecinski „Zero Moment of Truth‟
45. WHY IS THIS IMPORTANT?
Research Website Research
Buy Research Brand
53. TOP RANKING SITES
1 - Domains
2 - Wikipedia
3 - News
4 - Financials
5 - Customers
6 – Social Profiles
7 - Niche Sites
8 - Vouchers
9 - Industry
10 - Videos
54. BUILD RELEVANCE
YouTube Facebook
Google+ Extra Domain Press Release Your Blog
News
Infographic
Your
Website
Google+ Wikipedia Social Profiles Your Blog
Twitter Guest Blog News YouTube
News