online reputation management on steroids

XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013

Online Reputation on Steroids

Fm Br

Co Ag

Fame

Your Brand

C ontent

Agenda

Do You Believe That You Can Control Your Brand?

Hey!


Let‘s Get to Know Each Other!

We Live in a Social Web World


I Love True Stories

Storytel ling is a fundamental way of Human‘s Expression


VS a ...Guitar

What?


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.

March 2008 Let the Story Begin


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 Airlines’ reply was a firm “NO”.

March 2008 Something is Going On Here!


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.

January 2009 We Have V ideo in Flight!

http://youtu.be/5YGc4zOqozo


Dave Carroll gets his new song, “United Breaks Guitars” on YouTube. It becomes Viral immediately, scoring >150.000 views on the first day. United Airlines starts to realize the PR disaster and immediately offers the requested $1.200 reimbursement to Dave Carroll. He declines the offer.

July 2009 Mayday, Mayday!


United Airlines’ stock price fell 10%, causing $180 million losses to stakeholders. The Airline donates $3.500 for music education for kids, as a “gesture of goodwill”.

July 10, 2009

August 17, 2009 The song’s sequel, “United Breaks Guitars: Song 2” is released on YouTube. By this time, the first song has exceeded 5 million views.

W T F?


Time Magazine features “United Breaks Guitars” 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.

December, 2009

March 2010 The third song of the trilogy, “United Breaks Guitars: Song 3” is released on YouTube.

WoW! I‘m on Time Magazine!


Dave Carroll publishes his book “United Breaks Guitars: The Power of One Voice in the Age of Social Media”, detailing his adventure.

May 2012 It‘s Time for Breakeven!


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.

No Happyending...?


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


The Power of Facts

I Love Facts as They Prove I‘m Right ;-)


Consumers ARE the Media!

95% of the G lobal C ontent is User Generated C ontent

Source: CMI 2012


Your Online Reputation Matters!

94% of clicked Search Results are Organic, NO T Paid.

Source: Market Watch 2013


Things Said About Your Brand are Important to Your Audience

92% of C onsumers Trust Opinions Posted Online By Other C onsumers

70% Trust Unknown Users 27% Trust Experts 14% Trust Advertising 8% Trust Celebrities

+ Source: WPR.org 2012


Preshopping is a Daily Habit

84% Of al l Shoppers use Online Search in the path to Purchase

Source: Google 2013


What is the Solution You Offer?

73% are Searching for Solutions 14 times a week and only once for Brands

Source: XPLAIN Research Lab 2013


Traditional Ads are not Trusted

75% of People don’t Believe that C ompanies tel l the Truth in Advertisements.

Source: SatMetrix 2011


Auuch!!! This is Really BAD

94% are more wil ling to spread the Bad Experience than to the Good one.

Source: Saleforce 2012


YOU DON’T CONTROL YOUR BRAND!

Take it Easy ;-)


YOU CAN’T CONTROL YOUR BRAND!

Repeat after Me


but... Yes, There is a BUT


YOU CAN CONTROL THE AGENDA!

YES YOU CAN!


This Was the Traditional 3 Step Mental Model of Marketing

First Moment of

Truth

Second Moment of

Truth

Stimulus

At shelf In-store

Experience

FMO T: was coined by P&G in 2005


First Moment of

Truth

Second Moment of

Truth

Stimulus

Pre-shopping | In-store | In-home

At shelf In-store

Experience

Which becomes the next person’s ZMOT

ZMOT: The New Mental Model of Marketing

Source: Google 2013


NOW!

IT’S TIME TO CONTROL THE AGENDA!


WHEN IT COMES TO MAINTAINING OR DEFENDING AN ONLINE REPUTATION, THERE’S A WRONG WAY AND A RIGHT WAY.

EVEN MORE!


No Reputation Management?

If You aren’t Monitoring your Reputation Online, You have NO Idea What People are Saying.


80% of CEOs Believe that Users have Great Experience with their Products.

Source: BCG 2011


80% of CEOs Believe that Users have Great Experience with their Products. Only of the Users believe so. 8% Source: BCG 2011


Negative Reviews, Bad Reviews, Trolling Online Attacks can haunt your Brand for a Long Time.

No Reputation Management?


C onsumers Behavior Has G hanged ZMO T is the Reality

Economic Recession Push C onsumers To Search

for the BEST Solution

Don‘t make even a half step, if you haven't Understood the Context first

The Context

It‘s Social Web NO T Just Social Media

Loyalty Doesn‘t Exists The Way We Knew it

Social Web is Pure C ontent & C onsumers Data

Social means People NO T Brands

More Sales are C oming V ia Recommendations

Business Is NO T „As Usual“ Anymore

You Can‘t Hide A Bad Product /Service as long as it‘s on the Selves

(some of )


It‘s A Reputation Engine

OK! We Got it!


Reputation is Your Brand's Treasure. Your Main Asset.

Reputation is Directly Related with Your Brand Equity.

And Brand Equity Leads to Better Performance.


AND NOW WHAT?

?


Start with the Basics

Brand‘s Focus Point

Human Optimized Content

Shared Experiences Creation

Owned & Paid Media

More About Them Less About You!

The Future of Business is Based on Shared Experiences

Stay V isibile Where Your Audience is.


11+1 Steps

... 1 2 3 4 11

And Now Follow the Path


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 it’s brewing

1


Register Brand‘s 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.

2


Create Human Optimized Content And Seed it Wisely.

No one-fit-all tactics here! Get to know your target audience’s needs and expectations and provide high quality, original content to cover these needs in the right context.

3


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. 4


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. 5


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.

6


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, don’t stop listening, just because it's the Weekend!

7


8

Engage Advocates & Build Affiliations

80% of reach from marketing campaigns comes from amplification through advocacy, according to a July 2013 study by Social@Ogilvy.


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


It‘s Not About Technology!

Marketing Is A P latform-Agnostic! 10


It‘s ALL About People

It’s about Communicating with Consumers and cover their Needs.

10


Get Some Tools And Start NOW! We ALL Love Guitars Now ;-)

Monitor mil lions of sources in 42 languages

1  Google Search

2  Mention

3  Google Alerts

4  HootSuite

5  Wildfire

Use the same tool that your Customers are using to search about your Brand

Get notif ied the moment that someone writes something about your Brand

Monitor what your C ompetitors are doing in Social Media

Manage al l of your Social Media Prof iles And Monitor Your SM reputation

google.ro

google.com/alerts

mention.net

hootsuite.com

monitor.wildfireapp.com

11


You Need Professionals To Create a Solid Strategic Framework

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!

You Need a C oach Even when You are the Best P layer in the World!

+1


Be Prepared and Don‘t be Afraid of the New.


But ALWAYS Keep Your Brand Clear!


A brand is no longer what we tell the Consumer it is. It is what Consumers tell each other it is.

Scott C ook, Intuit

And not Forget


THANK YOU! For The GREAT Experience!

C ontact Us If You Want to Build Your Reputation [email protected]

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QUESTIONS PLS!

?

online reputation management on steroids

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