Massimo Burgio - Brand Reputation Management - International Search Summit - London 2009

search for buzz a brand reputation management case history

massimo burgio global search interactive / sempo international search summit london, 19 november 2009

do you remember what we discussed at the previous

international search summit ?

userpowered

web

userfuelled

branding

change attitude (yes you can)‏

search breathe

think plan

intelligence

a new kind of marketing

refe

rra

ls

social networks

key phrases

wo

rd o

f mo

uth

ratin

g

voting

buzz blogs keywords

competitors

online reputation polls

engagement

listen

tools a new breed of

marketing

brand monitoring

social networks

online PR

blogs twitter

co

lla

bo

rati

ve

to

ols

buzz w

eb

an

aly

tics facebook

linkedin

RSS

technorati digg

influencers

conversations

engagement

knowledge sharing

ROC MAO

SEO

SEM

viral wikis

wordtracker

ad

wo

rds

search

mindset a new style of marketing

perseverance proactivity patience passion

4PSMM

procrastinate panic push presume 4PDON’T

opportunity

threat (and/or)

search for buzz a brand reputation management case history

introducing

dialogo assicurazioni

it could have started with a panic attack

but it ended with a

branded clean

SERP

(there’s always a solution)

(or more than one)

search optimization online pr blog marketing social media optimized content blogosphere engagement viral campaigns

(or more than one)

search optimization online pr blog marketing social media optimized content blogosphere engagement viral campaigns analytics

since we are putting in place so many activities, how about using them all as a platform to listen to customers prospects and web users, and leverage opportunities rather than fearing all the threats?

how about a new way of managing online brand reputation ?

how about starting a dialogue with the online audience ?

step 1: be out there, engage, interact and

participate

introducing the new dialogo assicurazioni

powered by global search interactive

dialogo assicurazioni introducing the NEW


step 2: listen

step 2: listen (and measure)

step 2: listen (and measure) (we need a tool)

question: how can we listen to all online conversations, be able to intercept all brand mentions, and highlight the good and the bad ones?

answer: RSS rocks!

let’s try to build a brand reputation management platform from scratch using RSS! it is not so difficult! (the programmer said…)

DIY BRM DO-IT-YOURSELF BRAND REPUTATION MANAGEMENT

so we created a number of rss feeds pipes from google and yahoo news, google blog search,

twitter search, yahoo answers, technorati, friendfeed, social mention + we set up a wordpress platform with all the right plugins that allowed us be able to filter, browse, tag, search, moderate, note, and of course report to client

dialogo’s brm platform introducing


cost of the platform?

free

cost of the platform?

free (nothing really comes for free, we put a lot of work to develop and test it, and it was not so easy as the programmer said…)

enabling technologies?

wp rss

dialogo’s brm platform introducing


it is really easy DIY BRM

you can do it too!

thank

you

massimoburgio

sempoboard.global.europe

globalsearchinteractive

massimo@ globalsearchinteractive.com

slideshare.net/massimoburgio

Massimo Burgio - Brand Reputation Management - International Search Summit - London 2009

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