social media reputation management course
TRANSCRIPT
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small fact
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Fired on facebook
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big consequences
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breaking news!!!
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"Le Canard enchainé", France 14 may 2008
"sur 2800 tonnes d’huile apparemment irréprochable, livrées en France, 19 tonnes auraient mieux fait d’aller graisser des rouages et des pistons que des gosiers. "
motor oil in alimentary oil!
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"Le Canard enchainé", France 14 may 2008
Lesieur scammed by a supplier that delivered motor oil.
"Saipol, la maison mère de Lesieur, […], a reçu sa cargaison d’huile frelatée fin février. Et n’y a vu que du feu."
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"Le Canard enchainé", France, 14 may 2008
It was not their fault but they try to hide it and fail…
"Jusqu’à ce qu’un mois plus tard un industriel du nord de l’Europe, destinataire du même lot, l’informe après analyse que quelque chose clochait dans l’huile de tournesol ukrainienne ." ce n’est qu’un mois plus tard que Lesieur a enfin sonné l’alerte auprès de la Répression de fraudes "
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Huge consequences
example of snow ball
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a blog post that echo the information
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a reaction
"thanks for sharing!" "I don't trust alimentary industry anymore."
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Another one…
"fuck these brands. let's buy something else!"
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spreading from one place to another one…
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and in another way
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few weeks later the brand awoke
"This is a big snow ball…we should probably do something…"
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and finally join the conversation
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But…this story is now part of Lesieur's online identity
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One year later
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and now?
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Can't we do something?
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1. LISTEN!!!!• What is said about your brand/products?• Who talk about your brand/products?• Where do they talk about your
brand/products?
in short What / Who / where ;)
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GoogleAnalyze your global identity
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start by the name of your brand
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• Check titles and content• Check who owns the web
sites• Check images and videos• Check related searches
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Look for related searches
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try negative keywords
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Do not forget your products
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watch important and known issues
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Increase your reactivity!
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RSS? Atom? WTF are these feeds?
• [video]: demo google reader http://www.youtube.com/watch?v=PvKFP67GwSY
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Real time
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and any sites relevant to your brand
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which keyword do my customers use?
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Related searches
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https://adwords.google.fr/select/KeywordToolExternal
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2. Answer
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I found embarrassing content
What should I do?
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Identify important issues
select before answering
20% of causes produce 80% of effects Vilfredo Pareto
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clearly identify yourself
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Avoid contradictory answers
(The truth generally enhance consistency ;) )
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Calm down! Think before answering!
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3. Anticipatingjoin the conversation
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Leclerc: a similar case than Lesieur
Germs in meat and ill children
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But another management
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directly announced on CEO’s blog!
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no snow ball!
and a better online identity
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Social after sale services
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Propose a place for your customer’s complaints
In order to better control this conversation
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Find and stenghen your community
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