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Essentials of Online Reputation ManagementThere’s a conversation going on about your company or clients. Do you know what is being said? Are you participating in the conversation? Today’s viral world means those conversations are open to far more people, and they grow far more quickly, than ever before. You can’t afford to ignore them. Neal Linkon, who manages interactive marketing for Northwestern Mutual, willdiscuss how companies can manage their online reputation, explain how and when to join the conversation, and share case studies that show when online reputation management has been done well – and not so well.
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Managing Your Online Reputation
Neal LinkonAssistant Director, Internet Marketing
Northwestern Mutual
1. Listen and learn2. Listen, learn and participate3. Wander over to the cooler and get drunk
alone
There’s a Conversation Going On
So, What Would You Do?
Started with Cell Phone Video
Motrin Moms
“We feel your pain.”
“…we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted.”
“It’s not OK for people to use altered versions of your logos, but it’s OK for you to alter the face of Indonesian rainforests? Wow!”
Nestle’s Use of Palm Oil
United Breaks Guitars
Can You Guess What “The Pony” Is?
Monitor Yourself
What’s Deleted Still Exists
***ing
Hackers exploited a vulnerability in Amazon.com, causing all books by gay, lesbian, bisexual and transgender authors to disappear
Thousands commented on Twitter, Facebook that Amazon had made the authors unavailable deliberately
Amazon didn’t attempt to explain the glitch for two days
Even Amazon Falls Victim
What If BA Wasn’t Listening?
Nobody is Listening Too Often
Deloitte study, Sept. 2010
Track/monitor: Have a system for listening to what people are saying
Evaluate/interpret: Decide what, if anything, to do about/with it
Act/engage: Respond, reply as appropriate
Steps to Good Reputation Management
Google Alerts (google.com/alerts) Yahoo Alerts (alerts.yahoo.com) TweetBeep Social Mention BlogPulse Keotag Twazzup
Free Tracking Tools
Not fostering a community Astroturfing Trying to respond to every criticism Treating all feedback the same Forgetting that respect and trust is earned
Biggest Mistakes in Managing an Online Reputation
Your Community Will Come to Your Rescue
Not fostering a community Astroturfing Trying to respond to every criticism Treating all feedback the same Forgetting that respect and trust is earned
Biggest Mistakes in Managing an Online Reputation
Don’t Overreact
Not fostering a community Astroturfing Trying to respond to every criticism Treating all feedback the same Forgetting that respect and trust is earned
Biggest Mistakes in Managing an Online Reputation
Respond Positively
Good Response Earns Good Response
Behave like a good guest Best policy I’ve ever seen:
Respect & Trust is Earned
Don’t be stupid!
