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Social Media Reputation Management

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B.L. Ochman, Managing Director of Emerging Media, Proof Integrated Communications

Empresariales
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M Online Reputation Management
Social media disasters Companies need to monitor their brands 24/7 to avoid reputation damage. Just ask the brands were punk’d by social media if you doubt how quickly – and how much - your reputation can suffer.
Social media disasters Corporations' old-fashioned, secretive, top-down approach to communication is being turned on its head. Power has shifted to consumers, and change is happening at dizzying speed.
Brands punk’d by social media ,[object Object]
Kryptonite bike locks
Dell Hell
Comcast narcolepsy
Taco Bell rats,[object Object]
Domino’s 48 hours later – eons in Internet time - Domino's decided to release its own video on YouTube, which features Domino's president Patrick Doyle, clearly reading from a script. They also engaged consumers on Twitter. But the damage was done.
Domino’s Domino’s stock price dropped 10% over the week costing shareholders millions. ,[object Object]
Additionally, follow up investigations revealed that the store owner was a sex offender, and this news ex- tended the story’s life even further.,[object Object]
Address all available channels
Have a clear social media policy for employees,[object Object]
Nestle’s ,[object Object]
Nestle community manager lost it, yelled at consumers
Nestle responded on their corporate site, not Facebook
Detractors brand-jacked Nestle’s Facebook page,[object Object]
Hire an experienced community manager. Don’t relegate social media to interns or junior staff
Plan and practice for the worst – don’t try to figure it out under fire,[object Object],[object Object]
Ben & Jerry’s Social CRM in action
What to listen for: Sentiment(positive, negative, neutral) Visibility and presence (number of mentions, number of links, natural search position data) Engagement and participation (number of comments, number of downloads, such as of a widget or application)
What to listen for: ,[object Object]
number of views, friends, followers, connections;
diggs and del.icio.us bookmarks;
Klout authority score;
Re-Tweets,[object Object]
Measuring social media 5.     Competitive buzz 6.     Buzz by category / topic 7.     Buzz by social channel (forums, social networks, blogs, Twitter, etc)
What to monitor ,[object Object]
point out notable mentions of keywords, hashtags and brand names
organize conversations by influence and category
provide word clouds,[object Object]

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Social Media Reputation Management

  • 1. M Online Reputation Management
  • 2. Social media disasters Companies need to monitor their brands 24/7 to avoid reputation damage. Just ask the brands were punk’d by social media if you doubt how quickly – and how much - your reputation can suffer.
  • 3. Social media disasters Corporations' old-fashioned, secretive, top-down approach to communication is being turned on its head. Power has shifted to consumers, and change is happening at dizzying speed.
  • 4.
  • 5. Kryptonite bike locks
  • 6. Dell Hell
  • 7. Comcast narcolepsy
  • 8.
  • 9. Domino’s 48 hours later – eons in Internet time - Domino's decided to release its own video on YouTube, which features Domino's president Patrick Doyle, clearly reading from a script. They also engaged consumers on Twitter. But the damage was done.
  • 10.
  • 11.
  • 12. Address all available channels
  • 13.
  • 14.
  • 15. Nestle community manager lost it, yelled at consumers
  • 16. Nestle responded on their corporate site, not Facebook
  • 17.
  • 18. Hire an experienced community manager. Don’t relegate social media to interns or junior staff
  • 19.
  • 20. Ben & Jerry’s Social CRM in action
  • 21. What to listen for: Sentiment(positive, negative, neutral) Visibility and presence (number of mentions, number of links, natural search position data) Engagement and participation (number of comments, number of downloads, such as of a widget or application)
  • 22.
  • 23. number of views, friends, followers, connections;
  • 25. Klout authority score;
  • 26.
  • 27. Measuring social media 5.     Competitive buzz 6.     Buzz by category / topic 7.     Buzz by social channel (forums, social networks, blogs, Twitter, etc)
  • 28.
  • 29. point out notable mentions of keywords, hashtags and brand names
  • 30. organize conversations by influence and category
  • 31.
  • 32. break out mentions by media type
  • 33. identify possible threats that merit watching
  • 34.
  • 37. Mentions over time by media type
  • 38.
  • 39.
  • 42.
  • 43. Thank you! B.L. OCHMAN  b.l.ochman@proofic.com 917-566-5855Managing Director of Emerging Media, Proof Integrated CommunicationsFortune 500 Social Media Strategy ConsultantBlog:   What's Next Blog - An AdAge Power 150 Blog      Co-founder  Pawfun.com - Create & share free ecards made from your pet photosTwitter @whatsnext