My keynote for the latest ZF Digital '13 Conference. Online Reputation Management on Steroids. Reputation is Your Brand's Treasure. Your Main Asset.
Reputation is Directly Related with Your Brand Equity. And Brand Equity Leads to Better Performance.
Now Make your Move!
http://XPLAIN.co
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Ā
Online Reputation Management on Steroids
1. Online Reputation
on Steroids
Content
Co
Your Brand
Ag
Hey!
Do You Believe
That You Can Control
Your Brand?
Fm
Br
Agenda
Fame
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
2. We Live in a Social Web World
Letās Get to Know Each Other!
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
3. Storytelling is a fundamental way
of Humanās Expression
I Love True Stories
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Stefanos Karagos ā ZF Digital 2013
4. What?
VS
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
a ...Guitar
Stefanos Karagos ā ZF Digital 2013
5. March 2008
Let the Story Begin
Musician Dave Carroll boarded a United Airlines
flight to Omaha, Nebraska,
checking in his $3.500 guitar.
He claims he witnessed baggage being rough
handled during a stopover in Chicago.
As a result, his guitar was broken.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
6. March 2008
Something is Going On Here!
Dave Carroll begins contacting United Airlines, asking
for $1.200 reimbursement for his guitar.
UA refuses, stating that he processed his claim more
than 24 hours after the flight and could not accept it.
Dave Carroll goes as far as to suggest he would accept
flight vouchers instead of cash.
United Airlinesā reply was a firm āNOā.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
7. We Have Video in Flight!
January 2009
After 9 months of unsuccessfully
trying to reach an agreement with
United Airlines, including phone
calls and emails, Dave Carroll
decides to get his revenge the only
way he knows best:
Through writing a song about this
bad experience.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
http://youtu.be/5YGc4zOqozo
Stefanos Karagos ā ZF Digital 2013
8. July 2009
Dave Carroll gets his new song, āUnited Breaks
Guitarsā on YouTube. It becomes Viral immediately,
scoring >150.000 views on the first day.
Mayday, Mayday!
United Airlines starts to realize the PR disaster and
immediately offers the requested $1.200
reimbursement to Dave Carroll.
He declines the offer.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
9. July 10, 2009
United Airlinesā stock price fell 10%,
causing $180 million losses to stakeholders.
The Airline donates $3.500 for music education for
kids, as a āgesture of goodwillā.
August 17, 2009
WTF?
The songās sequel, āUnited Breaks Guitars: Song 2ā
is released on YouTube. By this time, the first
song has exceeded 5 million views.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
10. December, 2009
Time Magazine features āUnited Breaks Guitarsā on
no. 7 of its Top-10 list of viral videos of the year.
Carroll has already been interviewed more than 200
times on news media regarding the incident.
WoW!
Iām on Time Magazine!
March 2010
The third song of the trilogy, āUnited Breaks
Guitars: Song 3ā is released on YouTube.
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Stefanos Karagos ā ZF Digital 2013
11. May 2012
Itās Time for Breakeven!
Dave Carroll publishes his book
āUnited Breaks Guitars: The Power of One Voice in the
Age of Social Mediaā, detailing his adventure.
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Stefanos Karagos ā ZF Digital 2013
12. October 23, 2013
The three videos on YouTube have reached more
than 16.500.000 Views.
Carroll is now one of the most prominent
speakers on Customer Service issues.
United Airlines is still considered a prime
example of bad Customer Service regarding this
incident and the publicity it received.
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No Happyending.. ?
Stefanos Karagos ā ZF Digital 2013
13. It takes 20 years to build a reputation
and five minutes to ruin it.
If you think about that, you'll do things
differently.
Waren Buffet
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Stefanos Karagos ā ZF Digital 2013
14. I Love Facts
as They Prove Iām Right ;-)
The Power of Facts
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Stefanos Karagos ā ZF Digital 2013
15. Source: CMI 2012
95%
of the Global Content is
User Generated Content
Consumers ARE the Media!
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
16. Source: Market Watch 2013
94%
of clicked Search Results are Organic, NO T Paid.
Your Online Reputation Matters!
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
17. Source: WPR.org 2012
92%
of Consumers Trust Opinions
Posted Online By Other Consumers
+70% Trust Unknown Users
27% Trust Experts
14% Trust Advertising
8% Trust Celebrities
Things Said About Your Brand
are Important to Your Audience
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
18. Source: Google 2013
84%
Of all Shoppers use Online Search
in the path to Purchase
Preshopping is a Daily Habit
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Stefanos Karagos ā ZF Digital 2013
19. Source: XPLAIN Research Lab 2013
73%
are Searching for Solutions 14 times a week
and only once for Brands
What is the Solution You Offer?
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
20. Source: SatMetrix 2011
75%
of People donāt Believe that Companies
tell the Truth in Advertisements.
Traditional Ads are not Trusted
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
21. Source: Saleforce 2012
94%
are more willing to spread the Bad
Experience than to the Good one.
Auuch!!! This is Really BAD
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Stefanos Karagos ā ZF Digital 2013
22. Take it Easy ;-)
YOU DONāT CONTROL YOUR BRAND!
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Stefanos Karagos ā ZF Digital 2013
23. Repeat after Me
YOU CANāT CONTROL YOUR BRAND!
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Stefanos Karagos ā ZF Digital 2013
24. Yes, There is a BUT
but...
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Stefanos Karagos ā ZF Digital 2013
25. YES YOU CAN!
YOU CAN CONTROL THE AGENDA!
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Stefanos Karagos ā ZF Digital 2013
26. This Was the Traditional 3 Step Mental Model of Marketing
FMO T: was coined by P&G in 2005
Stimulus
First
Moment of
Truth
At shelf
In-store
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Second
Moment of
Truth
Experience
Stefanos Karagos ā ZF Digital 2013
27. ZMOT: The New Mental Model of Marketing
Stimulus
First
Moment of
Truth
Pre-shopping |
In-store | In-home
At shelf
In-store
Second
Moment of
Truth
Experience
Which becomes the
next personās ZMOT
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Source: Google 2013
Stefanos Karagos ā ZF Digital 2013
28. NOW!
ITāS TIME TO CONTROL THE AGENDA!
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
29. WHEN IT COMES TO MAINTAINING OR
DEFENDING AN ONLINE REPUTATION,
THEREāS A WRONG WAY AND A RIGHT WAY.
EVEN MORE!
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
30. No Reputation Management?
If You arenāt Monitoring
your Reputation Online,
You have NO Idea What
People are Saying.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
31. 80% of CEOs Believe that
Users have Great Experience
with their Products.
Source: BCG 2011
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
32. 80% of CEOs Believe that
Users have Great Experience
with their Products.
Only
8%
of the Users believe so.
Source: BCG 2011
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
33. No Reputation Management?
Negative Reviews, Bad
Reviews, Trolling Online
Attacks can haunt your
Brand for a Long Time.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
34. Donāt make even a half step, if you haven't Understood the Context first
Itās Social Web
NO T Just Social Media
Social Web is Pure Content
& Consumers Data
Economic Recession
Push Consumers To Search
for the BEST Solution
Loyalty Doesnāt Exists
The Way We Knew it
The
Context
(some of )
Social means People
NO T Brands
Business Is NO T
āAs Usualā Anymore
Consumers Behavior Has Ghanged
ZMO T is the Reality
More Sales are Coming Via
Recommendations
You Canāt Hide
A Bad Product/Service as long as itās on the Selves
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
35. Itās A Reputation Engine
OK! We Got it!
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
36. Reputation is
Your Brand's
Treasure.
Your Main Asset.
Reputation is
Directly Related
with Your Brand
Equity.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
And Brand Equity
Leads to Better
Performance.
Stefanos Karagos ā ZF Digital 2013
37. ?
AND NOW WHAT?
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
38. Start with the Basics
More About Them
Less About You!
Stay Visibile
Where Your Audience is.
Human
Optimized
Content
Shared
Experiences
Creation
Owned
& Paid Media
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
The Future of Business
is Based on Shared Experiences
Brandās
Focus Point
Stefanos Karagos ā ZF Digital 2013
39. And Now Follow the Path
1
2
3
4
...
11
11+1 Steps
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
40. Listen. Yes, Listen!
Set your listening objectives;
get to know your customers better; identify
influencers, advocates and detractors;
and learn to spot a crisis when itās brewing
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
1
Stefanos Karagos ā ZF Digital 2013
41. Register Brandās name across
all major Social Media networks.
Control what appears in Search Results by owning your Brand in all the
major social platforms, including Facebook, Twitter, LinkedIn,
Google+, Pinterest and YouTube.
Recommendation: Register to any industry-specific social networks.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
2
Stefanos Karagos ā ZF Digital 2013
42. Create Human Optimized Content
And Seed it Wisely.
No one-fit-all tactics here!
Get to know your target audienceās needs and
expectations and provide high quality, original content
to cover these needs in the right context.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
3
Stefanos Karagos ā ZF Digital 2013
43. Create Unique Experiences
Consumers want to Share!
People share their Feelings, Thoughts and Experiences.
Offer them valuable and useful Experiences, to bring them closer to your
Brand, and they will be happy to share it with others.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
4
Stefanos Karagos ā ZF Digital 2013
44. In Case of Complains
Keep the Communication Clear!
If you made a mistake, acknowledge it, address it as soon
as possible and announce publicly what measures you
took to avoid the same issue in the future.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
5
Stefanos Karagos ā ZF Digital 2013
45. Avoid to Solve the Wrong Problem!
Take the time to analyze the issue you are facing,
identify the reasons that provoked it, set up your
detailed action plan and ONLY then start acting.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
6
Stefanos Karagos ā ZF Digital 2013
46. 7
Be Aware of Saturday Mornings
It has been measured globally, that People take more time to get on Social
Media on Weekends and complain about you or praise you!
So, donāt stop listening, just because it's the Weekend!
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
47. Engage Advocates & Build Affiliations
8
80% of reach from marketing campaigns comes from amplification through advocacy,
according to a July 2013 study by Social@Ogilvy.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
48. Position is Everything! Pick up Your Chair!
You have a Brand and Your Brand has its
Values and USP.
Identify them and your target audience,
and stay consistent!
9
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
49. Itās Not About Technology!
Marketing Is A P latform-Agnostic!
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
10
Stefanos Karagos ā ZF Digital 2013
50. Itās ALL About People
10
Itās about Communicating with
Consumers and cover their Needs.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
51. Get Some Tools And Start NOW!
Google Search
Use the same tool that your
Customers are using to search about
your Brand
2āÆ
Mention
Monitor millions of sources
in 42 languages
3āÆ
Google Alerts
Get notified the moment that someone
writes something about your Brand
4āÆ
HootSuite
Manage all of your Social Media Profiles
And Monitor Your SM reputation
5āÆ
Wildfire
Monitor what your Competitors are
doing in Social Media
We ALL Love
Guitars Now ;-)
1āÆ
google.ro
mention.net
google.com/alerts
hootsuite.com
monitor.wildfireapp.com
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
11
Stefanos Karagos ā ZF Digital 2013
52. You Need Professionals
To Create a Solid Strategic
Framework
You Need a Coach
Even when You are
the Best P layer in the World!
Everybody can set up a Social Media account, but you
need a well Structured Social Brand Strategy to get
people engaged and talking about your Brand.
And one more thing... you need professional advice to
maximize your ROI!
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
+1
Stefanos Karagos ā ZF Digital 2013
53. Be Prepared and Donāt be Afraid of the New.
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
54. But ALWAYS Keep Your Brand Clear!
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
55. And not Forget
A brand is no longer what we tell the
Consumer it is.
It is what Consumers tell each other it is.
Scott Cook, Intuit
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013
56. For The GREAT
Experience!
THANK YOU!
Contact Us If You Want
to Build Your Reputation
linkedin.com/company/xplain
fb.com/XPLAIN.co
LetsRock@XPLAIN.co
slideshare.net/XPLAIN
twitter.com/x_plain
XPLAIN.co ā We Love to Integrate Brands Into Peopleās Life
Stefanos Karagos ā ZF Digital 2013