From the SocialPro Conference in Seattle, Washington, June 20-21, 2016. SESSION: Responsive Social Media: Reacting To Real-Time Events. PRESENTATION: Real Time Reputation Management: A Brand Case Study - Given by Jordan Kasteler, @JordanKasteler, Marketing Consultant. #SocialPro #12A

1. #SocialPro #12A @JordanKasteler
A Brand Case Study
Real Time Reputation Management

2. #SocialPro #12A @JordanKasteler
§ SEO
§ Social Media
§ Public Relations
MARKETING CONSULTANT

3. #SocialPro #12A @JordanKasteler
§ PR Stunts
§ Field Work
§ Public Education
§ Undercover
Investigations
§ Corporate Pressure
PETA CASE STUDY

4. #SocialPro #12A @JordanKasteler
§ PETA Kills Animals
(Center for Consumer
Freedom)
§ Nathan Winograd
(No Kill Movement)
SEARCH RESULTS – Below the Fold

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§ Sitelinks
§ Site Search Box
§ News
§ Twitter
SEARCH RESULTS – Above the Fold

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§ Over 4 million Likes
§ Lots of Haters
§ Confirmation Bias
FACEBOOK

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NEGATIVE PRESS OCCURS

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§ During PR Crisis – 1
Comment Per Second
§ Shifts Taken By All
Departments
§ Read Every One
§ Personal Responses
§ Immediately Reactive
FACEBOOK COMMENTS THEN

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§ Sort By Emotions
§ Set Response Time
§ Instant Replies
§ Out Of Office
§ Live Streaming
§ Canned [Personalized]
Responses
§ DeepText AI
FACEBOOK COMMENTS NOW

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§ Ignore Reaction
§ Reactive Reputation
Management
§ Proactive Reputation
Management
RESPONSE PLAN

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§ Negative Search Results (Push Down)
§ Negative PR Response
§ Messaging & Tone for Conversation Hosting
§ Social & Paid Ad Channels
§ Journalist Contact
§ Crisis Landing Page & Pinned Social Posts
§ Call On Super Fans
§ Comment Relevancy
REACTIVE REPUTATION MANAGEMENT

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§ Tell Your Story
§ Shelter of Last Resort
§ PETASaves.com
§ Built by PETA
§ WhyPETAEuthanizes.
com
§ Built by loyal fan
CRISIS LANDING PAGE

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§ Domain Registry
§ Social Profile Registry
§ Search & Social Monitoring
§ RSS Feeds
§ Alerts (Search/Analytics)
§ Sentiment Analysis
§ Branded Search Results (Push Up)
PROCTIVE REPUTATION MANAGEMENT

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§ Have reactive and proactive ORM plans
ahead of time.
§ Claim social channels and domains now
before someone else does.
§ Build links to positive results in the SERPs.
§ Monitor the conversation and be prepared
to host it.
SUMMARY

15. #SocialPro #12A @JordanKasteler
§ Don’t be afraid to leverage people outside
of Marketing. Including external fans.
§ Use social channel’s features to manage
crisis mode.
SUMMARY – Cont’d

16. #SocialPro #12A @JordanKasteler
THANK YOU!
SEE YOU AT THE NEXT
MARKETING LAND EVENT!