Reputation management has never been this easy or this hard. With more chances for people to talk about you online, and more tools to monitor that conversation, we will show you have to protect and monitor your brand. To find out more visit http://www.koozai.com.

1. Reputation Management:
In A Digital Age
Samantha Noble
1

2. Agenda
 Reputation Management
 Brand Monitoring
 Brand Protection
 Page One Domination
 Questions….
@Koozai_Sam

3. What is a Brand?
“A brand is
not what YOU
say it is”
“It‟s what
THEY say it is”
“The Brand Gap” – Marty Neumeier
@Koozai_Sam

4. @Koozai_Sam

5. Dictionary Definition
Reputation
The estimation in which a
person or thing is held,
especially by the community or
public generally
Management
The act or manner of
managing; handling, direction
or control
@Koozai_Sam

6. Digital Definition
Reputation
The difference between a
brand that has a future and
one that may struggle
Management
Understanding, responding
and controlling negative and
positive mentions of a brand
@Koozai_Sam

7. @Koozai_Sam

8. The BP oil spill was broadcast all
over the internet and the news.
@Koozai_Sam

9. BP responded with a dedicated
section on their website explaining
how they were committed to
helping the situation.
@Koozai_Sam

10. There was uproar when the BBC
broadcasted a programme about
how the employees of Primark were
treated badly.
@Koozai_Sam

11. Primark responded with a
dedicated website dedicated to
their ethical trading practices.
@Koozai_Sam

12. This slide shows tweets sent to
Interflora on the left and tweets
from the Interflora account on the
right. You can see that during the
time period, Interflora did not
respond to negative comments @Koozai_Sam

13. British Airways… My Story
On my return from Mexico in April
this year, I had a bad experience
with British Airways. In the next
slide you can see their response
time.
@Koozai_Sam

14. British Airways… The Response
1) Completed the online complaints form
2) Waited for 10 days, no response
3) Sent a Tweet to BA, response within 10 minutes
4) Waited 5 more days, no response
5) Sent another Tweet, response in 10 minutes
6) 16 days after initial contact, finally got a reply
@Koozai_Sam

15. Service Product
Online Offline
@Koozai_Sam

16. Deal With The Negative
Uncover and respond to all mentions
Respond publically so others can see your
response
Never respond posing as a „happy customer‟
Don‟t ignore negative press, it won‟t go away
@Koozai_Sam

17. Reward the Positive
Acknowledge positive feedback
Keep a record of your brand angels
Dedicate a member of your team to „network‟
with your followers
Respond to any questions they have
Engage with your followers
@Koozai_Sam

18. @Koozai_Sam

19. What is Brand Monitoring?
A strategy that allows you to track all mentions of a
company name, product or service that has been
added to an online resource.
Negative Positive
Competitors
Comments Comments
Content Trademark Counterfeit
Drivers Infringement Sites
@Koozai_Sam

20. @Koozai_Sam

21. Brand Names
Difficult
Easier
@Koozai_Sam

22. Phrases to Monitor
 Your Brand Name
 Common misspellings
 Abbreviations
 Trademarks and/or Copyrights
 Senior Management Team Names
 Key products/services (if not generic words)
 Your competitors
@Koozai_Sam

23. Sites to Monitor
Review
Forums Articles
Personal
Photo
Blogs
Industry
Related Competitor
Blogs
Social Your Video
Media Site
@Koozai_Sam

24. This Takes Time!
We spend over 30 hours monitoring our brand
each month
Depending on your brand name, you may
need to dedicate a lot more time
Brand monitoring should form part of your
day-to-day job
@Koozai_Sam

25. @Koozai_Sam

26. BrandsEye
@Koozai_Sam

27. @Koozai_Sam

28. @Koozai_Sam

29. @Koozai_Sam

30. @Koozai_Sam

31. Tweet Deck

32. Google Alerts

33. HootSuite

34. Social Mention

35. @Koozai_Sam

36. Negative Brand Searches
bad|scam|spam|scam|negative|terrible|poor|hopeless|incompetent|unsuitable|shit
@Koozai_Sam

37. Brand Term Traffic - Alerts
Brand Traffic Decrease Alert
Brand Traffic Increase Alert
@Koozai_Sam

38. Google Analytics Social Reports
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39. Social Conversations
@Koozai_Sam

40. Shared URLs
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41. Social Network Interaction
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42. Social Visitor Flow

43. Google+ Ripples
@Koozai_Sam

44. Brand Monitoring Dashboard
1) Brand Term Visits (SEO)
2) Non Brand Term Visits (SEO)
3) Social Media Visits
4) Facebook Visits
5) Twitter Visits
6) Google+ Visits
7) Brand Term Keywords
8) Activity by Shared URL
9) Visits & Page Views by Social Network
10) Social Media Interactions by Day
11) Data Hub Activities by Social Network
@Koozai_Sam

45. Brand Monitoring Dashboard
http://kooz.ai/brand-monitoring-dash
@Koozai_Sam

46. @Koozai_Sam

47. Trademarks
Social Profiles
Domains

48. Trademarks
 Engage a Trademark Specialist
 Understand the classes and locations
 Become familiar with the IPO website
 Add renewal date to diary
@Koozai_Sam

49. Social Media Profiles
 Create new profiles
 Update existing profiles
 Add more content
 Include your brand name
 Build relevance
 Add images
 Link to main site
 Real contact details
 Be consistent
@Koozai_Sam

50. Domains
 Stop cyber-squatters
 Register relevant TLDs
 Buy misspells of your domain
 Think about the future
 Redirect all variations to main domain
@Koozai_Sam

51. @Koozai_Sam

52. Jim Lecinski
“If consumers will do
research online for
houses and health care,
they‟ll also do it for
Band-Aids and ballpoint
pens.”
Jim Lecinski – „Zero Moment of Truth‟
@Koozai_Sam

53. Dina Howell
"Customers find incredible
detail online, from every
possible source… "
Dina Howell – CEO - Saatchi & Saatchi X
@Koozai_Sam

54. Why It‟s Important
Research Your Research Your
Stage Website Stage Website
Types of Searches:
Brand Name
Brand Name + Reviews
Brand Name + Scam
Brand Name + News
Brand Name + Vouchers
@Koozai_Sam

57. @Koozai_Sam

60. Brand Searches in GA
 Create Advanced Segments in Google Analytics to
monitor your brand keywords
 Dominate page 1 for all the popular searches
@Koozai_Sam

61. What Ranks Already?
Analyse
Your brand
Your competitors
Positive listings
Benchmark
@Koozai_Sam

62. Pages That Rank
1 - Domains
2 - Wikipedia
3 - News
4 - Financials
5 - Customers
6 – Social Profiles
7 - Niche Sites
8 - Vouchers
9 - Industry
10 - Videos
@Koozai_Sam

63. Build Relevance
YouTube LinkedIn Facebook
Google+ Extra Domain Press Release Article
Article Deep Link
Your
Website
Facebook Wikipedia Social Profiles Your Blog
Twitter Guest Blog Deep Link YouTube
Niche Link
@Koozai_Sam

64. Summary
 Take control of your reputation
 Understand what is being said about you
online
 Protect your brand
 Ensure potential customers see you in a
positive light
@Koozai_Sam

65. @Koozai_Sam Samantha Noble
Sam.Noble@koozai.com
/Koozai
www.koozai.com/TV
65

66. Image Sources
Slide 3 - http://www.istockphoto.com/stock-photo-19148501-transform-your-
thinking.php?st=897875c
Slide 5 & 6 - http://en.fotolia.com/id/32548809
Slide 14 - http://en.fotolia.com/id/29628353
Slide 19 - http://en.fotolia.com/id/6259932
Slide 46 - Tom Stamp
Slide 57 - Todd Barnard (http://www.flickr.com/photos/ronin691/5790934897/)
Slide 58 - http://www.datadial.net/blog/index.php/2009/02/25/ryanair-is-their-
attitude-to-online-pr-part-of-a-bigger-reputation-problem/
@Koozai_Sam