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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
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
powered by global search interactive
dialogo assicurazioni introducing the NEW
powered by global search interactive
dialogo assicurazioni introducing the NEW
powered by global search interactive
dialogo assicurazioni introducing the NEW
powered by global search interactive
dialogo assicurazioni introducing the NEW
powered by global search interactive
dialogo assicurazioni introducing the NEW
powered by global search interactive
dialogo assicurazioni introducing the NEW
powered by global search interactive
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
powered by global search interactive
dialogo’s brm platform introducing
powered by global search interactive
dialogo’s brm platform introducing
powered by global search interactive
dialogo’s brm platform introducing
powered by global search interactive
dialogo’s brm platform introducing
powered by global search interactive
dialogo’s brm platform introducing
powered by global search interactive
dialogo’s brm platform introducing
powered by global search interactive
dialogo’s brm platform introducing
powered by global search interactive
dialogo’s brm platform introducing
powered by global search interactive
dialogo’s brm platform introducing
powered by global search interactive
dialogo’s brm platform introducing
powered by global search interactive
dialogo’s brm platform introducing
powered by global search interactive
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
powered by global search interactive
dialogo’s brm platform introducing
powered by global search interactive
it is really easy DIY BRM
you can do it too!
thank
you
massimoburgio
sempoboard.global.europe
globalsearchinteractive
massimo@ globalsearchinteractive.com
slideshare.net/massimoburgio
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