Online strategy building: Tips & tricks for e-reputation management

Evelien De Mey

Agenda

• Introduction

• Cases

–QueroMedia

–Domino’s Pizza

–Amazon.com

–Dell Hell

• Tips & Tricks

• About us

INTRODUCTION

Why it matters1

SEM is more than SEO & PPC

© Image: Elliance

Search is changing

© Image: Elliance

The audience is changing

© Image: Elliance

What happens in Vegas, stays in Vegas

Unless someone puts it on the internet

CASE: QUEROMEDIA

The Halo Effect2

The stickyness of a shrewd quick win

www.citybank.be

The stickyness of a shrewd quick win(2)

• many years ago

• 1 shrewd quick win

• 1 happy customer

• 1 blog post

• 1 Flickr-account

• 25 entries in Yahoo!

• Forever a ‘typosquatter’

How to handle such a situation

• Answer on the same blog

• Be polite but firm

• Only respond once

• Be honest

CASE: DOMINO’S PIZZA

The Domino Effect3

It didn’t stay in Vegas

The Domino effect

Estimated cost: $50 MIO© www.buzzstudy.com

How to handle such a situation

• Answer fast

• Respond on the channel your audience uses

• Be sincere

• Contextualize

CASE: AMAZON.COM

The Butterfly Effect4

What do Amazon and Belgian soccer players have in common?

They both disapprove of homosexuals !

It started with...

And all of a sudden...

How to handle such a situation

• Take responsibility

• Apology ≠ legally correct press release

• Use the same channels as your audience

CASE: DELL HELL

The digging-your-own-hole-effect5

Meet Jeff Jarvis

Dell Ideastorm

Put your money where your mouth is

The big turnaround

How to handle such a situation

• Keep your promises

• Don’t delete negative comments

TIPS & TRICKS

Monitor, Optimize, Engage6

Monitor: create an ‘alert center’

So you know what is being said about you

Optimize: send a uniform message

Company™

LinkedIn company profile

Facebook Page

YouTube Channel

Join & Share

Engage: be honest

Honesty of

• Relationship

• Opinion

• Identity

ABOUT US

7

QueroMedia Snapshot

• Full-service search marketing agency; °1999

• °1 SEM agency in Top 50 Web agencies 2008 by Inside Magazine

• Fortis Venture since 2006, Arkafund Venture since 2009

Thank you!

Evelien De Mey

Project Manager

& A