1. Reputation management Guillaume ERETEO guillaume@ereteo.net twitter.com/ereteog slideshare.net/ereteog

2. small fact

3. Fired on facebook

4. big consequences

6. breaking news!!!

7. "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 mixed to Lesieur alimentary oil!

9. Huge consequences example of snow ball

10. a blog post echo the information and propose to boycott the brand

12. Another one…  "fuck these brands. let's buy something else!"

13. spreading from one place to another one…

14. With different ways

15. few weeks later the brand awoke "This is a big snow ball… we should probably do something…"

16. and finally join the conversation with a blog

17. People forget but the web doesn’t! this story isnow part of Lesieur's online identity

18. One year later

19. 2007

20. 2007

21. 2007

22. 2010

23. 2010

24. 2011

25. 2011

32. Can't we do something?

34. 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 ;)

35. Google Analyze your global identity

36. start by the name of your brand

37. Check titles and content Check who owns the web sites Check images and videos Check related searches

38. Look for related searches

39. try negative keywords

42. Do not forget your products

43. Google

45. watch important and known issues

47. Increase your reactivity!

49. Real time

51. and any sites relevant to your brand

52. which keyword do my customers use?

53. Related searches

54. https://adwords.google.fr/select/KeywordToolExternal

55. 2. Answer

56. I found embarrassing content What should I do?

57. Identify important issues 20% of causes produce 80% of effects Vilfredo Pareto select before answering

58. clearly identify yourself

59. Avoid contradictory answers (The truth generally enhance consistency ;) )

60. Calm down! Think before answering!

61. 3. Anticipating join the conversation

63. Leclerc: a similar case than Lesieur Germs in meat and ill children

64. But another management

65. directly announced on CEO’s blog!

66. no snow ball! and a better online identity

68. Social after sale services

70. Propose a place for your customer’s complaints In order to better control this conversation

71. Find and strengthenyourcommunity

72. How Lesieur’sfixeditsreputation?

73. 2011

74. 2011 Good ranking of official web sites

75. 2011 Wikipedia page

76. 2011 New brand

77. 2011 A blog

78. 2011 A blog

79. 2011 Healthydiet and nutrition site

80. 2011 Mentionned by a web site

81. 2011 Facebook page

82. 2011 news

83. 2011 homonyms

84. 2011 homonyms

85. 2011 But…

86. guillaume@ereteo.net twitter.com/ereteog