Online Reputation Management, Angie Pascale, Power of eMarketing

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


WHY IS IT IMPORTANT?EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT


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

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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?


WHAT CAN YOU LEARN?EMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT


Beyond Customer Service


Benefits of Listening


Lawsuit Prevention @AngiePascale | #EMARepMgmt

ReduceNegative

Chatter


Enhance Customer Experience


Improve Corporate Policies


Enhance PR Efforts


New Marketing Initiatives


ROLE OF SEO IN REP MGMTEMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT


Outranking Negative Content


Create Profile on Social Networks


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


HOW TO MONITOREMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT


Monitoring Software


Manual Monitoring

• Customer Review Sites

• Facebook

• LinkedIn

• Wikipedia

• YouTube Comments: http://www.youtube.com/comment_search


http://www.youtube.com/comment_search

HOW TO RESPONDEMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT


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


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


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


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


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


Facebook Moderation


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


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)


MEASURING SUCCESSEMANAGING SOCIAL MEDIA: REPUTATION MANAGEMENT


SERP Positioning


Conversation Share

1.88%

74.17%

4.02%

10.20%

9.72%

Conversation Share

Patient News

1800Dentist

Postcard Mania

Smile Reminder

Other/Non-branded


Sentiment Tracking


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


listen and learn

build online assets

engage

measure success@AngiePascale | #EMARepMgmt

@AngiePascale

#EMARepMgmt

Questions?

Online Reputation Management, Angie Pascale, Power of eMarketing

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