Online Reputation Management

•

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Online reputation management, advanced social media session presented at Digital Summit 2013. Geared to marketers to move beyond the basics of social, digital monitoring and elevate the ability to build and enhance an online reputation - and understand how social snafus can happen to us all.

Business Technology

In our quest to stand out, be
creative, gain attention and
be responsive – well, dumb
things happen.

@cloudspark #dsum13
EXHIBIT A – THE BAD IDEA

@cloudspark #dsum13
EXHIBIT B – THE BAD RESPONSE

@cloudspark #dsum13
EXHIBIT C – THE HACKED ACCOUNT

@cloudspark #dsum13
EXHIBIT D – THE WRONG ACCOUNT

@cloudspark #dsum13
EXHIBIT E – THE NON-RESPONSE

@cloudspark #dsum13
EXHIBIT F – THE ‘INNOCENT’ MISTAKE

For every chance there is to
engage with the public, there is
an equal chance for it
to go wrong… really wrong.

@cloudspark #dsum13
3 KEY QUESTIONS
1. What if our products/services spark too much criticism?
2. What if our employees are not social media savvy?
3. What if our competitors take advantage of this?

@cloudspark #dsum13
2 KINDS OF NEGATIVITY
1. Comments or content on social networks
- Easily addressed, no long-term impact
- If not addressed, can scale to an ‘issue’
2. Online reputation ‘bombs’
- Affects reputation and sales long term
- Can severely damage a business and scales quickly

@cloudspark #dsum13
1 SCALE OF HOW BAD IS IT?
Negative reviews, comments
Negative visual content
Negative media coverage
Fake accounts
Newsjacking
Hate sites

@cloudspark #dsum13
2 BE RADICALLY TRANSPARENT
Allow all employees to talk about products/services publicly*
Establish 1:1 communication channels
Ask for feedback
Don’t hide from criticism, address it publicly
*unless you trade under SEC regulations

@cloudspark #dsum13
3 MONITOR WHAT THEY’RE SAYING AND SHARING

@cloudspark #dsum13
4 REACT QUICKLY AND POLITELY

@cloudspark #dsum13
5 ADDRESS CRITICISM HEAD-ON
ACT
ACKNOWLEDGE
APOLOGIZE
‘I WISH’

@cloudspark #dsum13
6 OWN YOUR GOOGLE/BING/SEARCH PAGE 1

@cloudspark #dsum13
7 ATTACK ILLEGITIMATE ATTACKERS

@cloudspark #dsum13
8 LEARN FROM YOUR MISTAKES

@cloudspark #dsum13
9 MAKE MONITORING MATTER
Go beyond the 101 of monitoring – don’t just put it on autopilot
Assure you’re monitoring visual/audible as well as text
Incorporate monitoring reports into marketing conversations,
decisions on a regular basis

jenny-rebecca schmitt
@cloudspark
jschmitt@cloudspark.com

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Online Reputation Management

1. @cloudspark #dsum13

2. In our quest to stand out, be creative, gain attention and be responsive – well, dumb things happen.

3. @cloudspark #dsum13 EXHIBIT A – THE BAD IDEA

4. @cloudspark #dsum13 EXHIBIT B – THE BAD RESPONSE

5. @cloudspark #dsum13 EXHIBIT C – THE HACKED ACCOUNT

6. @cloudspark #dsum13 EXHIBIT D – THE WRONG ACCOUNT

7. @cloudspark #dsum13 EXHIBIT E – THE NON-RESPONSE

8. @cloudspark #dsum13 EXHIBIT F – THE ‘INNOCENT’ MISTAKE

10. For every chance there is to engage with the public, there is an equal chance for it to go wrong… really wrong.

11.

12. @cloudspark #dsum13

13. @cloudspark #dsum13

14. @cloudspark #dsum13

15.

16. @cloudspark #dsum13 3 KEY QUESTIONS 1. What if our products/services spark too much criticism? 2. What if our employees are not social media savvy? 3. What if our competitors take advantage of this?

17. @cloudspark #dsum13 2 KINDS OF NEGATIVITY 1. Comments or content on social networks - Easily addressed, no long-term impact - If not addressed, can scale to an ‘issue’ 2. Online reputation ‘bombs’ - Affects reputation and sales long term - Can severely damage a business and scales quickly

18. @cloudspark #dsum13 1 SCALE OF HOW BAD IS IT? Negative reviews, comments Negative visual content Negative media coverage Fake accounts Newsjacking Hate sites

19.

20. @cloudspark #dsum13 1 BE WELL-RESPECTED

21. @cloudspark #dsum13 2 BE RADICALLY TRANSPARENT Allow all employees to talk about products/services publicly* Establish 1:1 communication channels Ask for feedback Don’t hide from criticism, address it publicly *unless you trade under SEC regulations

22. @cloudspark #dsum13 3 MONITOR WHAT THEY’RE SAYING AND SHARING

23. @cloudspark #dsum13 4 REACT QUICKLY AND POLITELY

24. @cloudspark #dsum13 5 ADDRESS CRITICISM HEAD-ON ACT ACKNOWLEDGE APOLOGIZE ‘I WISH’

25. @cloudspark #dsum13 6 OWN YOUR GOOGLE/BING/SEARCH PAGE 1

26. @cloudspark #dsum13 7 ATTACK ILLEGITIMATE ATTACKERS

27. @cloudspark #dsum13 8 LEARN FROM YOUR MISTAKES

28. @cloudspark #dsum13 9 MAKE MONITORING MATTER Go beyond the 101 of monitoring – don’t just put it on autopilot Assure you’re monitoring visual/audible as well as text Incorporate monitoring reports into marketing conversations, decisions on a regular basis

29. @cloudspark #dsum13 10 ASK FOR HELP

30.

31. @cloudspark #dsum13 thank you.

32. jenny-rebecca schmitt @cloudspark jschmitt@cloudspark.com

Online Reputation Management

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