Post on 27-Jan-2015
description
eManaging Social Media:Reputation Management
Angie Pascale
Social Media Manager
Location3 Media
@AngiePascale
#EMARepMgmt
WHAT IS ONLINE REPUTATION MANAGEMENT?
EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT
@AngiePascale | #EMARepMgmt
Identifying conversations about your brand that are taking place online
Learning from these conversations
Taking steps to control and steer these conversations
@AngiePascale | #EMARepMgmt
WHY IS IT IMPORTANT?EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT
@AngiePascale | #EMARepMgmt
147.8 million social media users
64% of internet users are on social
Older boomers are fastest growing segment of social users; 32% increase
@AngiePascale | #EMARepMgmtSource: eMarketer, Dec 2010
Social User Stats
Attitudes about Social Interactions
@AngiePascale | #EMARepMgmtSource: eMarketer, Feb 2011
“I feel important when I give my feedback out brands, products and services in social media”
• 47% - millennials
• 30% - older boomers
“I value the opinions other people share on social media”
• 68% - millennials
• 50% - older boomers
@AngiePascale | #EMARepMgmtSource: Forrester Research, 2000
What People Do in Social
40238 40269 40299 40330 40360 40391 40422 40452 40483 40513 40544 405750
20
40
60
80
100
120
Google vs. Social Traffic
Total Social Visits Linear (Total Social Visits) Total Google Organic VisitsLinear (Total Google Organic Visits)
• Social Traffic increased approx. 180% in one year
• Google traffic decreased approx. 15% in one year @AngiePascale | #EMARepMgmt
Social Traffic Stats
Do you have dirty laundry?
@AngiePascale | #EMARepMgmt
WHAT CAN YOU LEARN?EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT
@AngiePascale | #EMARepMgmt
Beyond Customer Service
@AngiePascale | #EMARepMgmt
Benefits of Listening
@AngiePascale | #EMARepMgmt
Lawsuit Prevention @AngiePascale | #EMARepMgmt
ReduceNegative
Chatter
@AngiePascale | #EMARepMgmt
Enhance Customer Experience
@AngiePascale | #EMARepMgmt
Improve Corporate Policies
@AngiePascale | #EMARepMgmt
Enhance PR Efforts
@AngiePascale | #EMARepMgmt
New Marketing Initiatives
@AngiePascale | #EMARepMgmt
ROLE OF SEO IN REP MGMTEMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT
@AngiePascale | #EMARepMgmt
@AngiePascale | #EMARepMgmt
Outranking Negative Content
@AngiePascale | #EMARepMgmt
Create Profile on Social Networks
@AngiePascale | #EMARepMgmt
Create Microsites
• Develop new online assets to rank for brand terms (or other desired phrases)
• Purchase branded URLs
• Write compelling copy
• Optimize site architecture with key phrases
• Anchor text backlinks
@AngiePascale | #EMARepMgmt
@AngiePascale | #EMARepMgmt
HOW TO MONITOREMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT
@AngiePascale | #EMARepMgmt
Monitoring Software
@AngiePascale | #EMARepMgmt
Manual Monitoring
• Customer Review Sites
• Wikipedia
• YouTube Comments: http://www.youtube.com/comment_search
@AngiePascale | #EMARepMgmt
HOW TO RESPONDEMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT
@AngiePascale | #EMARepMgmt
Delete comment
Delete comment
Respond in timely fashion
Deciding When to Respond
Did they use profanity or sexual language?
Obvious spam or advertisement?
On channel your brand controls?
Public site where anyone can create
profile?
Can you use common knowledge to
respond?
Note and take necessary action, but
don’t respond.
Respond with appropriate
information and links.
Track down info and respond when
available.@AngiePascale | #EMARepMgmt
Deciding How to Respond
• Decision tree
• FAQs for employees; great for large teams
• Develop online FAQ and continually update; use as resource when responding
@AngiePascale | #EMARepMgmt
Transparency
• Open and honest
• Take responsibility if it’s really your fault
• Explain how you’ll fix it
• Negative reviews may convert more effectively; consumers place more trust in brand that will provide honest feedback
@AngiePascale | #EMARepMgmt
Negative Responses
• Do not delete conversations just because they are negative
• Responding shows that you are attentive to customers, concerned with their experience and willing to work in public to resolve issues
• Offer apology, factual details, links or other info
• “We’re looking into the issue” is completely valid
@AngiePascale | #EMARepMgmt
Positive Responses
• Don’t just concentrate on unfavorable reviews
• Responding to positive comments also shows that you are alert and gracious
• Thank user for mentioning your business and their continued support
@AngiePascale | #EMARepMgmt
Community Guidelines
• Create page on website that describes how you handle conversations on your social networks
• List reasons you will remove content (e.g. profanity, sexual reference, etc.)
• Use disclaimer indicating your discretion for deleting any conversation
@AngiePascale | #EMARepMgmt
@AngiePascale | #EMARepMgmt
Facebook Moderation
@AngiePascale | #EMARepMgmt
Customer Review Sites
• Higher review numbers can positively affect ranking
• Non-conversational reviews makes approach slightly different
• Always include contact info for follow up with current and future customers
• Certain reviews can be flagged for spam, but must follow each site’s content guidelines
@AngiePascale | #EMARepMgmt
Local Review Site Traffic Stats
Goo
gle M
aps
Yahoo
Loc
al
Bing L
ocal
Goo
gle M
aps
Mob
ileYelp
Loca
l.com
Cityse
arch
Super
page
s
Yellow
book
Insid
er P
ages
Judy
's Boo
k0
20
40
60
80
100
120
Monthly Unique Visitors (millions)
@AngiePascale | #EMARepMgmt
MEASURING SUCCESSEMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT
@AngiePascale | #EMARepMgmt
SERP Positioning
@AngiePascale | #EMARepMgmt
Conversation Share
1.88%
74.17%
4.02%
10.20%
9.72%
Conversation Share
Patient News
1800Dentist
Postcard Mania
Smile Reminder
Other/Non-branded
@AngiePascale | #EMARepMgmt
Sentiment Tracking
@AngiePascale | #EMARepMgmt
Review Tracking
• None of the monitoring software pulls results from all customer review sites
• Must manually monitor these listings
• Note any new reviews during month, those with large number negative and positive reviews
@AngiePascale | #EMARepMgmt
listen and learn
build online assets
engage
measure success@AngiePascale | #EMARepMgmt
@AngiePascale
#EMARepMgmt
Questions?