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Slide 1: Online Brand and Reputation Management Krista Neher Consulting/Blog: www.themarketess.com Training: www.bootcampdigital.com Email: krista@themarketess.com Twitter: @kristaneher
Slide 2: About Me…..    5+ Years at P&G in Marketing and Finance 2 Years at Internet Startup Now… Marketing Training and Consulting     Digital Strategy Social Media Mobile Training
Slide 3: What is a brand?
Slide 4: Like it or not, you have a brand.  Wikipedia:  A brand is a collection of symbols, experiences and associations connected with a product, a service, a person or any other artifact or entity.   A brand is in the eyes of the customer. Brand Equity  What your brand stands for in the hearts and minds of your audience. It is both logical and emotional.
Slide 5: Why Does it Matter?
Slide 6: Why does it Matter? • 52% of individuals put their trust in what others have to say about you • 87% of consumers look at the reputation of your CEO, when judging your company's reputation • 59% of hiring managers are influenced by your online reputation
Slide 7: Who Do You Trust?
Slide 8: Consumers Control Your Brand. Not You. Sorry.
Slide 9: The Internet Changed Branding  Pre Internet   Internet   Brand controls the message One way Communication Everyone controls the message
Slide 10: The Walls are Falling
Slide 11: You can still shape and participate in the discussion. 
Slide 12: 3 Steps to Online Reputation Management 1. • • Manage Tips Tools 2. • • Monitor Activity Sentiment 3. • • Respond To Positive To Negative
Slide 13: Proactively Manage Your Brand  Create an online presence    Importance of branded content Authority sites that rank well Better chances that they find YOU when searching Even on sites you don’t plan to use Photos, videos, quotes, etc.   Reserve your name  Give Resources & Empower Conversations 
Slide 14: Manage Tools – Freeyourid.com
Slide 15: Manage Tools – claimid.com
Slide 16: Manage Tools - Reputation      Naymz.com - Sign-up and invite your invite people to write reviews about you and your work. Rapleaf.com - Look up your reputation, rate others, and they will be invited to rate you in return. RepVine - Reference and reputation management combined. ReputationDefender.com - A service that attempts to help you get things being said online about you removed TrustPlus.com - An online reputation service that ranks based on trust scores.
Slide 17: Tools to Monitor Your Brand 1. • • • • • • Start with Search For your brand Terms associated with your brand Your competitors Hot news topics How do you rank? Where does your name show up?
Slide 18: Example: Toy Recall
Slide 19: Example: Toy Lead Poisoning
Slide 20: Mattel Toy Recall
Slide 21: Hasbro Toy Recall
Slide 22: Bandai Toy Recall
Slide 23: Monitor Tools  Simple    Google Alerts (don’t forget blogs) Twitter Search (search.twitter.com) Regular Search  Insight into customers
Slide 24: Tools to Monitor Your Brand www.keotag.com (FREE)
Slide 25: Tools to Monitor Your Brand Monitor This (FREE)
Slide 26: Trackur (from $18/month)
Slide 27: Tools to Monitor thesearchmonitor
Slide 28: Tools to Monitor – Radian 6
Slide 29: Monitor Sentiment brandwatch.net
Slide 30: Monitor Sentiment Chatterguard.com
Slide 31: Monitor Sentiment – sentimentmetrics.com
Slide 32: Respond  To Positive Comments & Reviews    Show others that you care (and encourage them to write) Build a Tribe of passionate users They will defend your brand for you Don't oppress or try to censor people - convey a clear, gentle, and friendly image Respond directly to the issues so that whomever reads the complaints also reads your point of view  To Negative Comments  
Slide 33: 6 Tips for Dealing with Negativity 1. Humanize Your Brand  It’s easier to hate a company than a person
Slide 34: 6 Tips for Dealing with Negativity 2. Thank them for their interest in your brand   Passion can be turned around; any interest has value Show openness in dealing with the complaint or issue Often a friendly explanation can help; don’t oppress - explain Understand without agreeing Having others speak highly of you goes a long way Sometimes you can’t win. Know when to walk away. 3. Be Transparent and Explain  4. Empathize  5. Build a Community of Advocates  6. Know when to disengage 
Slide 35: Doing it Wrong - RyanAir   "It is Ryanair policy not to waste time and energy in corresponding with idiot bloggers and Ryanair can confirm that it won't be happening again," it told The Times. "Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel".
Slide 36: Remember Blended/Universal Search Results
Slide 37: Let’s Connect! Krista Neher Krista@themarketess.com @kristaneher www.themarketess.com www.bootcampdigital.com (coming soon)