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Reputation Management: How Brands Get Tarnished and Trashed - Simon Heseltine

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Reputation Management: How Brands Get Tarnished and Trashed

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Reputation Management: How Brands Get Tarnished and Trashed - Simon Heseltine

  1. 1. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Reputation Management: How Brands get Tarnished and Trashed Presented by: Simon Heseltine VP of Audience Growth
  2. 2. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  3. 3. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” Warren Buffett
  4. 4. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  5. 5. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  6. 6. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine “Figures show that a third of employers have actually turned down job candidates after interview because of their <social media> profiles.” - Victoria McLean, career coach
  7. 7. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  8. 8. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  9. 9. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
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  11. 11. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  12. 12. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  13. 13. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  14. 14. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine CENSORED
  15. 15. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  16. 16. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  17. 17. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
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  20. 20. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
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  24. 24. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
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  28. 28. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  29. 29. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  30. 30. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  31. 31. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine CENSORED
  32. 32. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  33. 33. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  34. 34. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  35. 35. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  36. 36. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine A screenshot of her post, which has been retweeted more than 23,000 times and liked more than 101,000 times, was  accompanied by the caption: “F*** off this is anybody’s normal morning. Instagram is a ridiculous lie factory made to make us all feel inadequate.” Blogger Scarlett London (Scarlett Dixon) claims to have received death threats after her post went viral. - Sept 2018
  37. 37. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  38. 38. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
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  49. 49. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  50. 50. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine "Guests agree that if guests find any problems with our accommodations, and fail to provide us the opportunity to address those problems while the guest is with us, and/or refuses our exclusive remedy, but then disparages us in any public manner, we will be entitled to charge their credit card an additional $350 damage," the policy read, according to the lawsuit. "Should the guest refuse to retract any such public statements legal action may be pursued.“ The lawsuit alleged Abbey Inn & Suites often did not have employees on site and available to resolve consumer issues, and that a sign stated if a consumers called the overnight phone number and there was not an emergency, the hotel would charge the consumer $100.
  51. 51. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  52. 52. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine CENSORED CENSORED
  53. 53. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine CENSORED CENSORED @SimonHeseltine
  54. 54. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  55. 55. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  56. 56. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine CENSORED
  57. 57. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  58. 58. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Don’t think it’s going to blow over “We used to say today's news is tomorrow's chip paper, but it isn't any longer, because now it’s all over the internet...“ - Rachel Beith, beleaguered restaurant owner
  59. 59. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Prepare  Have social media policies in place  Response Times  Staff Identification  Issue escalation
  60. 60. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Prepare  Have social media policies in place  Ensure that everyone knows your brand voice
  61. 61. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Prepare  Have social media policies in place  Ensure that everyone knows your brand voice  Take control of your SERPs  Have a disaster plan in place  Who responds, when, and how  Educate your team – Train, train, train  Have an active presence where your customers are & engage them  Centrally manage social media passwords
  62. 62. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  63. 63. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Monitor  Locate your customers online  Social  Forums  Your site  Other sites  Mailing lists  Monitor what’s being said about you / your industry  Monitor key terms
  64. 64. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  65. 65. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  66. 66. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  67. 67. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Listen  Where it’s being said  What’s being said?  Who is saying it?  Why are they saying it?  What’s the prevailing sentiment in the community around your company?
  68. 68. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine
  69. 69. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Respond  Respond as positively, honestly & transparently as you can  If you sue, be prepared for it to go public  Humor can be an effective tool used appropriately
  70. 70. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Respond  Respond as positively, honestly & transparently as you can  If you sue, be prepared for it to go public  Humor can be an effective tool used appropriately  Address the issue
  71. 71. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Respond  Respond as positively, honestly & transparently as you can  Be prepared for it to go public, especially law suits http://jimromenesko.com/2014/08/13/nydn-memo-be-sure-to-start-your-robin-williams-stories-with-words-like-death-dead-suicide-etc/
  72. 72. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Respond  Respond as positively, honestly & transparently as you can  If you sue, be prepared for it to go public  Humor can be an effective tool used appropriately  Address the issue  Outline the resolution
  73. 73. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Respond  Respond as positively, honestly & transparently as you can  If you sue, be prepared for it to go public  Humor can be an effective tool used appropriately  Address the issue  Outline the resolution  Don’t fake it  Don’t get your employees to review your company / competitors  Know when to walk away (trolls)
  74. 74. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Respond  Have you been hacked?
  75. 75. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Respond  Don’t claim to have been hacked if you haven’t been CENSORED He reportedly insisted he might have been hacked by “someone who doesn’t like me or Manchester United.”
  76. 76. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Takeaways  Don’t do dumb stuff  Dumb stuff is going to happen anyway  Be ready for when someone at your company does dumb stuff  Be as proactive as possible, engage your customers  Don’t be defensive, be as honest as you can, in order to diffuse the situation  Take the original issue offline if you can, so you can get a 1:1 resolution
  77. 77. @simonheseltine @AptsForRent@SimonHeseltine@SimonHeseltine Reputation Management: How Brands get Tarnished and Trashed Presented by: Simon Heseltine VP of Audience Growth

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