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Online Reputation
on Steroids

Content

Co

Your Brand

Ag

Hey!

Do You Believe
That You Can Control
Your Brand?

Fm

Br

Agenda

Fame
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
We Live in a Social Web World

Let‘s Get to Know Each Other!
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Storytelling is a fundamental way
of Human‘s Expression

I Love True Stories
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
What?

VS

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

a ...Guitar

Stefanos Karagos – ZF Digital 2013
March 2008

Let the Story Begin

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.
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
March 2008

Something is Going On Here!

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”.
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
We Have Video in Flight!

January 2009
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.
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

http://youtu.be/5YGc4zOqozo
Stefanos Karagos – ZF Digital 2013
July 2009
Dave Carroll gets his new song, “United Breaks
Guitars” on YouTube. It becomes Viral immediately,
scoring >150.000 views on the first day.

Mayday, Mayday!

United Airlines starts to realize the PR disaster and
immediately offers the requested $1.200
reimbursement to Dave Carroll.
He declines the offer.
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
July 10, 2009
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”.

August 17, 2009

WTF?

The song’s sequel, “United Breaks Guitars: Song 2”
is released on YouTube. By this time, the first
song has exceeded 5 million views.
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
December, 2009
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.

WoW!
I‘m on Time Magazine!

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

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
May 2012

It‘s Time for Breakeven!

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

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

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

No Happyending.. ?

Stefanos Karagos – ZF Digital 2013
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

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
I Love Facts
as They Prove I‘m Right ;-)

The Power of Facts
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Source: CMI 2012

95%

of the Global Content is
User Generated Content

Consumers ARE the Media!
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Source: Market Watch 2013

94%

of clicked Search Results are Organic, NO T Paid.

Your Online Reputation Matters!
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Source: WPR.org 2012

92%

of Consumers Trust Opinions
Posted Online By Other Consumers

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

Things Said About Your Brand
are Important to Your Audience
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Source: Google 2013

84%

Of all Shoppers use Online Search
in the path to Purchase

Preshopping is a Daily Habit
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Source: XPLAIN Research Lab 2013

73%

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

What is the Solution You Offer?
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Source: SatMetrix 2011

75%

of People don’t Believe that Companies
tell the Truth in Advertisements.

Traditional Ads are not Trusted
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Source: Saleforce 2012

94%

are more willing to spread the Bad
Experience than to the Good one.

Auuch!!! This is Really BAD
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Take it Easy ;-)

YOU DON’T CONTROL YOUR BRAND!
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Repeat after Me

YOU CAN’T CONTROL YOUR BRAND!
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Yes, There is a BUT

but...

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
YES YOU CAN!

YOU CAN CONTROL THE AGENDA!
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
This Was the Traditional 3 Step Mental Model of Marketing
FMO T: was coined by P&G in 2005

Stimulus

First
Moment of
Truth
At shelf
In-store

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Second
Moment of
Truth
Experience

Stefanos Karagos – ZF Digital 2013
ZMOT: The New Mental Model of Marketing

Stimulus

First
Moment of
Truth
Pre-shopping |
In-store | In-home

At shelf
In-store

Second
Moment of
Truth
Experience

Which becomes the
next person’s ZMOT
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Source: Google 2013

Stefanos Karagos – ZF Digital 2013
NOW!

IT’S TIME TO CONTROL THE AGENDA!
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
WHEN IT COMES TO MAINTAINING OR
DEFENDING AN ONLINE REPUTATION,
THERE’S A WRONG WAY AND A RIGHT WAY.
EVEN MORE!

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
No Reputation Management?
If You aren’t Monitoring
your Reputation Online,
You have NO Idea What
People are Saying.
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
80% of CEOs Believe that
Users have Great Experience
with their Products.

Source: BCG 2011
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
80% of CEOs Believe that
Users have Great Experience
with their Products.
Only

8%

of the Users believe so.
Source: BCG 2011

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
No Reputation Management?
Negative Reviews, Bad
Reviews, Trolling Online
Attacks can haunt your
Brand for a Long Time.
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Don‘t make even a half step, if you haven't Understood the Context first
It‘s Social Web
NO T Just Social Media

Social Web is Pure Content
& Consumers Data
Economic Recession
Push Consumers To Search
for the BEST Solution
Loyalty Doesn‘t Exists
The Way We Knew it

The
Context
(some of )

Social means People
NO T Brands
Business Is NO T
„As Usual“ Anymore

Consumers Behavior Has Ghanged
ZMO T is the Reality

More Sales are Coming Via
Recommendations
You Can‘t Hide
A Bad Product/Service as long as it‘s on the Selves

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
It‘s A Reputation Engine
OK! We Got it!

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Reputation is
Your Brand's
Treasure.
Your Main Asset.

Reputation is
Directly Related
with Your Brand
Equity.

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

And Brand Equity
Leads to Better
Performance.

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

Stefanos Karagos – ZF Digital 2013
Start with the Basics
More About Them
Less About You!

Stay Visibile
Where Your Audience is.

Human
Optimized
Content

Shared
Experiences
Creation

Owned
& Paid Media

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

The Future of Business
is Based on Shared Experiences

Brand‘s
Focus Point

Stefanos Karagos – ZF Digital 2013
And Now Follow the Path
1

2

3

4

...

11

11+1 Steps
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

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

1
Stefanos Karagos – ZF Digital 2013
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.

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

2

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

3
Stefanos Karagos – ZF Digital 2013
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.
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

4
Stefanos Karagos – ZF Digital 2013
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.

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

5
Stefanos Karagos – ZF Digital 2013
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.
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

6
Stefanos Karagos – ZF Digital 2013
7
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!
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Engage Advocates & Build Affiliations

8
80% of reach from marketing campaigns comes from amplification through advocacy,
according to a July 2013 study by Social@Ogilvy.
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

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

Stefanos Karagos – ZF Digital 2013
It‘s Not About Technology!

Marketing Is A P latform-Agnostic!

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

10
Stefanos Karagos – ZF Digital 2013
It‘s ALL About People

10
It’s about Communicating with
Consumers and cover their Needs.
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
Get Some Tools And Start NOW!
Google Search

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

2 

Mention

Monitor millions of sources
in 42 languages

3 

Google Alerts

Get notified the moment that someone
writes something about your Brand

4 

HootSuite

Manage all of your Social Media Profiles
And Monitor Your SM reputation

5 

Wildfire

Monitor what your Competitors are
doing in Social Media

We ALL Love
Guitars Now ;-)

1 

google.ro

mention.net

google.com/alerts

hootsuite.com

monitor.wildfireapp.com

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

11
Stefanos Karagos – ZF Digital 2013
You Need Professionals
To Create a Solid Strategic
Framework

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

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!
XPLAIN.co – We Love to Integrate Brands Into People‘s Life

+1
Stefanos Karagos – ZF Digital 2013
Be Prepared and Don‘t be Afraid of the New.

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
But ALWAYS Keep Your Brand Clear!

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
And not Forget

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

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

Stefanos Karagos – ZF Digital 2013
For The GREAT
Experience!

THANK YOU!
Contact Us If You Want
to Build Your Reputation

linkedin.com/company/xplain

fb.com/XPLAIN.co

LetsRock@XPLAIN.co

slideshare.net/XPLAIN

twitter.com/x_plain

XPLAIN.co – We Love to Integrate Brands Into People‘s Life

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

Stefanos Karagos – ZF Digital 2013

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Online Reputation Management on Steroids

  • 1. Online Reputation on Steroids Content Co Your Brand Ag Hey! Do You Believe That You Can Control Your Brand? Fm Br Agenda Fame XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 2. We Live in a Social Web World Let‘s Get to Know Each Other! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 3. Storytelling is a fundamental way of Human‘s Expression I Love True Stories XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 4. What? VS XPLAIN.co – We Love to Integrate Brands Into People‘s Life a ...Guitar Stefanos Karagos – ZF Digital 2013
  • 5. March 2008 Let the Story Begin 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. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 6. March 2008 Something is Going On Here! 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”. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 7. We Have Video in Flight! January 2009 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. XPLAIN.co – We Love to Integrate Brands Into People‘s Life http://youtu.be/5YGc4zOqozo Stefanos Karagos – ZF Digital 2013
  • 8. July 2009 Dave Carroll gets his new song, “United Breaks Guitars” on YouTube. It becomes Viral immediately, scoring >150.000 views on the first day. Mayday, Mayday! United Airlines starts to realize the PR disaster and immediately offers the requested $1.200 reimbursement to Dave Carroll. He declines the offer. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 9. July 10, 2009 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”. August 17, 2009 WTF? The song’s sequel, “United Breaks Guitars: Song 2” is released on YouTube. By this time, the first song has exceeded 5 million views. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 10. December, 2009 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. WoW! I‘m on Time Magazine! March 2010 The third song of the trilogy, “United Breaks Guitars: Song 3” is released on YouTube. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 11. May 2012 It‘s Time for Breakeven! Dave Carroll publishes his book “United Breaks Guitars: The Power of One Voice in the Age of Social Media”, detailing his adventure. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 12. 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. XPLAIN.co – We Love to Integrate Brands Into People‘s Life No Happyending.. ? Stefanos Karagos – ZF Digital 2013
  • 13. 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 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 14. I Love Facts as They Prove I‘m Right ;-) The Power of Facts XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 15. Source: CMI 2012 95% of the Global Content is User Generated Content Consumers ARE the Media! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 16. Source: Market Watch 2013 94% of clicked Search Results are Organic, NO T Paid. Your Online Reputation Matters! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 17. Source: WPR.org 2012 92% of Consumers Trust Opinions Posted Online By Other Consumers +70% Trust Unknown Users 27% Trust Experts 14% Trust Advertising 8% Trust Celebrities Things Said About Your Brand are Important to Your Audience XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 18. Source: Google 2013 84% Of all Shoppers use Online Search in the path to Purchase Preshopping is a Daily Habit XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 19. Source: XPLAIN Research Lab 2013 73% are Searching for Solutions 14 times a week and only once for Brands What is the Solution You Offer? XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 20. Source: SatMetrix 2011 75% of People don’t Believe that Companies tell the Truth in Advertisements. Traditional Ads are not Trusted XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 21. Source: Saleforce 2012 94% are more willing to spread the Bad Experience than to the Good one. Auuch!!! This is Really BAD XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 22. Take it Easy ;-) YOU DON’T CONTROL YOUR BRAND! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 23. Repeat after Me YOU CAN’T CONTROL YOUR BRAND! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 24. Yes, There is a BUT but... XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 25. YES YOU CAN! YOU CAN CONTROL THE AGENDA! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 26. This Was the Traditional 3 Step Mental Model of Marketing FMO T: was coined by P&G in 2005 Stimulus First Moment of Truth At shelf In-store XPLAIN.co – We Love to Integrate Brands Into People‘s Life Second Moment of Truth Experience Stefanos Karagos – ZF Digital 2013
  • 27. ZMOT: The New Mental Model of Marketing Stimulus First Moment of Truth Pre-shopping | In-store | In-home At shelf In-store Second Moment of Truth Experience Which becomes the next person’s ZMOT XPLAIN.co – We Love to Integrate Brands Into People‘s Life Source: Google 2013 Stefanos Karagos – ZF Digital 2013
  • 28. NOW! IT’S TIME TO CONTROL THE AGENDA! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 29. WHEN IT COMES TO MAINTAINING OR DEFENDING AN ONLINE REPUTATION, THERE’S A WRONG WAY AND A RIGHT WAY. EVEN MORE! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 30. No Reputation Management? If You aren’t Monitoring your Reputation Online, You have NO Idea What People are Saying. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 31. 80% of CEOs Believe that Users have Great Experience with their Products. Source: BCG 2011 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 32. 80% of CEOs Believe that Users have Great Experience with their Products. Only 8% of the Users believe so. Source: BCG 2011 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 33. No Reputation Management? Negative Reviews, Bad Reviews, Trolling Online Attacks can haunt your Brand for a Long Time. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 34. Don‘t make even a half step, if you haven't Understood the Context first It‘s Social Web NO T Just Social Media Social Web is Pure Content & Consumers Data Economic Recession Push Consumers To Search for the BEST Solution Loyalty Doesn‘t Exists The Way We Knew it The Context (some of ) Social means People NO T Brands Business Is NO T „As Usual“ Anymore Consumers Behavior Has Ghanged ZMO T is the Reality More Sales are Coming Via Recommendations You Can‘t Hide A Bad Product/Service as long as it‘s on the Selves XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 35. It‘s A Reputation Engine OK! We Got it! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 36. Reputation is Your Brand's Treasure. Your Main Asset. Reputation is Directly Related with Your Brand Equity. XPLAIN.co – We Love to Integrate Brands Into People‘s Life And Brand Equity Leads to Better Performance. Stefanos Karagos – ZF Digital 2013
  • 37. ? AND NOW WHAT? XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 38. Start with the Basics More About Them Less About You! Stay Visibile Where Your Audience is. Human Optimized Content Shared Experiences Creation Owned & Paid Media XPLAIN.co – We Love to Integrate Brands Into People‘s Life The Future of Business is Based on Shared Experiences Brand‘s Focus Point Stefanos Karagos – ZF Digital 2013
  • 39. And Now Follow the Path 1 2 3 4 ... 11 11+1 Steps XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 40. 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 XPLAIN.co – We Love to Integrate Brands Into People‘s Life 1 Stefanos Karagos – ZF Digital 2013
  • 41. 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. XPLAIN.co – We Love to Integrate Brands Into People‘s Life 2 Stefanos Karagos – ZF Digital 2013
  • 42. 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. XPLAIN.co – We Love to Integrate Brands Into People‘s Life 3 Stefanos Karagos – ZF Digital 2013
  • 43. 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. XPLAIN.co – We Love to Integrate Brands Into People‘s Life 4 Stefanos Karagos – ZF Digital 2013
  • 44. 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. XPLAIN.co – We Love to Integrate Brands Into People‘s Life 5 Stefanos Karagos – ZF Digital 2013
  • 45. 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. XPLAIN.co – We Love to Integrate Brands Into People‘s Life 6 Stefanos Karagos – ZF Digital 2013
  • 46. 7 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! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 47. Engage Advocates & Build Affiliations 8 80% of reach from marketing campaigns comes from amplification through advocacy, according to a July 2013 study by Social@Ogilvy. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 48. 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 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 49. It‘s Not About Technology! Marketing Is A P latform-Agnostic! XPLAIN.co – We Love to Integrate Brands Into People‘s Life 10 Stefanos Karagos – ZF Digital 2013
  • 50. It‘s ALL About People 10 It’s about Communicating with Consumers and cover their Needs. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 51. Get Some Tools And Start NOW! Google Search Use the same tool that your Customers are using to search about your Brand 2  Mention Monitor millions of sources in 42 languages 3  Google Alerts Get notified the moment that someone writes something about your Brand 4  HootSuite Manage all of your Social Media Profiles And Monitor Your SM reputation 5  Wildfire Monitor what your Competitors are doing in Social Media We ALL Love Guitars Now ;-) 1  google.ro mention.net google.com/alerts hootsuite.com monitor.wildfireapp.com XPLAIN.co – We Love to Integrate Brands Into People‘s Life 11 Stefanos Karagos – ZF Digital 2013
  • 52. You Need Professionals To Create a Solid Strategic Framework You Need a Coach Even when You are the Best P layer in the World! 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! XPLAIN.co – We Love to Integrate Brands Into People‘s Life +1 Stefanos Karagos – ZF Digital 2013
  • 53. Be Prepared and Don‘t be Afraid of the New. XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 54. But ALWAYS Keep Your Brand Clear! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 55. And not Forget A brand is no longer what we tell the Consumer it is. It is what Consumers tell each other it is. Scott Cook, Intuit XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 56. For The GREAT Experience! THANK YOU! Contact Us If You Want to Build Your Reputation linkedin.com/company/xplain fb.com/XPLAIN.co LetsRock@XPLAIN.co slideshare.net/XPLAIN twitter.com/x_plain XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013
  • 57. ? QUESTIONS PLS! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013