Post on 01-Nov-2014
description
Online CredibilityOnline Credibility
3 steps to success
About UsAbout Us Social Media Social Media Content MarketingContent Marketing
ONLINE CREDIBILITY
5 Years From NowToday 10 Years Ago
Top factors influencing decision
Why should someone choose you?
What is your Online Reputation?
Are you visible?Have you built up your
credibility?
Does your Facebook page look like this?
Branded YouTube Channel
Visits Your Site
Checks Your Name on Search Engines
Checks Your Name on Review Sites
90% of consumers trust the reviews
they read!86% of consumers check out business reviews online before making purchasing decisions.
Searches for Product/Service
On
line
Sees Your Ad (TV, radio, mag., etc.)
Offl
ine
Searches for Product/Service
Visits Competitor
Contacts You
58% of searchers visit a competitor site after seeing
negative comments!
How Consumers Make Buying Decisions
Complete your readiness questionnaire
How ready are you?
Not ready Somewhat ready
Ready
Have a blog?
How many posts?
How often do you blog?
Have Twitter profile
Tweet your posts
Have LinkedIn profile
LinkedIn @ 100%
# of LinkedIn Connections
Joined LinkedIn groups
Company Facebook profile
How ready are you?
Not ready Somewhat ready
Ready
Have a blog? Y Y Y
How many posts? >6 10 - 20 >50
How often do you blog? monthly weekly 2 x week
Twitter profile Y Y Y
Tweet your posts N Y Y
LinkedIn profile Y y Y
LinkedIn @ 100% N Y Y
# of LinkedIn Connections >30 30 - 60 >250
Joined LinkedIn groups N N Y
Company Facebook profile N N Y
Technology Implementation
DIY or find a partner ?BlogTwitterLinkedInFacebookYouTubeFlickr
3 Steps to balance Risk Reward
23
• Step 1: Monitoring:– Google and Yahoo!
Alerts
– Social Mention
– Radian6
– HootSuite
– Technorati
– Addict-O-Matic
– ReputationDefender
What to Monitor Online
• Company/personal name or brand• Products or services• Marketing messages, tag lines etc• Your competition• Your industry, trends, technologies • Your intellectual property
Where to Monitor
• Search Engines, Google Places• Blogs, Discussion Forums• News sites, media sharing sites• Social networks, bookmarking sites• Directories• Review sites, Yelp, MeasureUp,
ConsumerReview, RateAll• Tip: include modifiers likes “fails” “scam”
“sucks”
What to Measure Online
• Attention numbers: monitor over time• Sentiment rating: mentions how favourable• Search Rankings: social media has a massive
impact• Incoming links: one good blog post on a social
site can be huge• Customer engagement: how many retweets, is
anyone listening?• Referrals or contacts or sales gained• Only 14% are actively measuring social media
– Step 2: Analysis• Healthy conversations are
both + and – in origin• Provided you are listening
you can turn both into + ORM
• Analyse and strategise:– Immediate appropriate
conversations– Strategic change
communicated too!
3 Steps to balance Risk Reward
3 Steps to balance Risk Reward
• Step 3: Influencing– When the situation is a crisis
• Traditional PR responses are being challenged by the Digital Age
– instant opportunity to improve the brand– delay can only damage
• It is the opinions of customer that count– Proactive steps can help suppress
negativity:• If the ratio of + to – is 10 to 1, then do the
math(s)• Take an active part in your industry blogs
for instance
Step 3: Influencing - How
• Select the right social technologies:– Segment your customers first– Then match to the right ones– The most popular ones,
Facebook& Twitter may be a match but check
– Your ‘Tone of Voice’ is important
– Demonstrate your expertise to enhance your reputation
Evaluate your position
• Search for your exact business name• Record the details on a spreadsheet for each
entry• Check for results on review sites and record• Check all relevant directories and record• Make sure you have claimed all of your listings• Ensure they all have exactly the same contact
and company information• Respond to any negative reviews• Collect, Create and Publish more content
– Industry stats, helpful tips, video’s, press releases, articles, blog posts, factoids, answer questions
Evaluate your position
Tools and Resources
Bit.ly: When you use a URL shortener, it’s always a smart idea to use one that has analytics information, like Bit.ly. This will track information like number of clicks, traffic sources, and even at what time clicks occur - http://bit.ly Twitter Counter: This will show the growth of followers for your Twitter account the past week, month, 3 months and 6 months. This site will also graph the number of tweets per day - http://www.twittercounter.com
• Social Mention: A great social media search engine, this tool will track mentions of your company, brand or a specific phrase and also provides feedback on overall sentiment of those mentions - http://www.socialmention.com
Tools and Resources
Klout: This is the standard for influence. Look up your Klout Report to find your influence level, user style, and content - http://klout.com TweetEffect: This tool draws a direct line between the tweets that you send and the followers you gained or lost - http://www.tweeteffect.com Sprout Social: This social media dashboard that puts all of your social media activity in one simple interface - http://www.sproutsocial.com
Tools and Resources
Addictomatic: This is a news aggregator but can also be used to monitor social media. You just need to put in the name of a topic (ie: name or category of your business) and you’ll receive the latest feeds about that certain topic-http://addictomatic.com/Backtype: Just type in the URL of your website or really any URL from your Internet marketing efforts and you’ll receive real-time information of the social impact of those sites - http://www.backtype.com/ - (just bought by Twitter)
What goes online stays online
• Remember the old adage?– Good tell one, bad tell 10!– Online multiply the impact
x ‘000s• The buzz can be good or
bad– You can’t control it – But you can influence it
• Successful businesses listen and act!
• Thank You!
David Duncan
Twitter.com/djduncan www.linkedin.com/in/davidduncan