My keynote for the latest ZF Digital '13 Conference. Online Reputation Management on Steroids. Reputation is Your Brand's Treasure. Your Main Asset. Reputation is Directly Related with Your Brand Equity. And Brand Equity Leads to Better Performance. Now Make your Move! http://XPLAIN.co

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