Online CredibilityOnline Credibility

3 steps to success

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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?

Twitter

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