reputation monitoring & protection: data everywhere
TRANSCRIPT
Jen Jamar Michelle Stinson-Ross
Who We Are
Techopedia Definition Online reputation management (ORM) is the practice of crafting strategies that shape or influence the public perception of an organization, individual or other entity on the Internet. It helps drive public opinion about a business and its products and services.
“Your brand's reputation is its single most important asset. Period. End of Sentence. Do not pass Go.” -Mark Traphagen
“Good reputations will ultimately increase revenue and decrease attrition. The bottom line is the money and the money goes away with bad reputations.”
-Andreea Cojocariu
Who’s Contributing To Your Rep?
• News Outlets• Blogs, Forums,
Websites, & More
• “Official” Communications• Employees• Customers
Being Intentional: Relf Eye Care
Who Do You Want To Become?
What kind of reputationis David projecting?
Reputation As Aspiration: You Are What You Project
Dr. David Ores shows off his colorful side in the October 2013 print issue of Crain's New York Business
Stay In The Control SeatKnow what conversations are happening
Respond to questions & feedbackIdentify and encourage influencer support
Win or learn
What Should We Monitor?
Quantitative vs QualitativeHard Numbers• Engagements (likes, RTs,
comments)• Review Ratings• Mention Frequency
Sentiment• Positive, negative, or neutral• Focus on experience• Weight depends on source
Know Your Audience• Character Twitter handles created
by fans• AMC blocked the activity• Ultimately reversed due to
audience backlash
Monitor Your Images
Monitoring Your Brand• Brand Terms • Common misspellings
& variations• Branded Products• Domain Name
• Personnel• Social Media Accounts• Brand Images• Branded Hashtags
Keyword TargetingBoolean search operators
Use keyword “buckets” to sort your dataDon’t forget negative keyword modifiers
Search smart to eliminate noise
Own Your Social
• Create “official” social accounts• Turn on notifications• Respond in a timely manner
• Share, amplify, & reward the positive
• Acknowledge problems & offer solutions
• Know when to escalate
Monitoring Your Competition
Bad For Them, Good For You?
Create content that addresses pain pointsDON’T participate in negativity
Leverage PR opportunities for commentary
Monitoring Your IndustryNews
General SentimentValue PerceptionEmerging Trends
Stay Ahead Of The CurveMessage Adjustments
Promotion TimingUpsell, Cross-sell, & New Products or
Services
Time To Rock Your Rep!
5 Steps To Rock Your Reputation
1.Pick a tool & start monitoring2.Develop basic response plan3.Do the work - actively monitor & manage your
reputation4.Analyze trends & insights5.Apply your newfound knowledge
Finding The Right Tool(s)
Many tools only capture some of the dataAccessing the histories -
how much data do you want to start with?Solo vs Team access/management
More Stuff To Consider
Accuracy of sentiment analysisAlerts & interaction components
Cost is typically a factor
Social Media Monitoring Cheat Sheet
Free download athttp://bit.ly/RockYourRep
Dashboard & Tracking Examples
Develop Your Response PlanInclude all necessary departments
Plan out your workflow (who handles what?)Prep for common interactions - how will you answer negative
reviews? positive?Stay consistent with your brand’s style & tone
Know when to escalateDON’T FEED THE TROLLS
Tracking By Function
Customer ServiceSales
Marketing: SEO, Social, PR
Analyzing Your DataDefine your reputation management
goalsUse meaningful metrics
Measure against your baselineAdd notes & context to reports frequently
Final ThoughtsApproach engagement from a 1-to-1 level
Give your brand a distinctive voice & personality
Be intentional building your reputationRemember the purple hair - you are what
you project!
