Wendy Soucie , social media strategist (www.wendysoucie.com) presented Managing your online reputation at the March 2011 Business Womens Expo held in Madison WI.

1. Managing Your
Online Reputation
Business Women’s Expo March 1, 2011
Madison, WI
25 years + experience
B2B & B2C Experience – non profit, professional services, manufacturing,
engineering, architecture, accounting, IT consulting service firms.
Unique focus - complex products, building social business relationships
Based in the Midwest with national reach.
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2. "If you want to protect your company's image, you
need to rethink your reputation management and
acknowledge that you have considerably less
control over your corporate messages than you had
a few years ago."
- Leslie Gaines-Ross, Chief Reputation Strategist at Weber Shandwick
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3. More ways to connect to each
other
Source: HubSpot
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4. Recognize that people are
talking before its too late
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5. Build a Social Media Business
Goal
16,000 ft
Strategy
Strategy
Tools
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6. Goals for your brand?
• Build professional network
• Create buzz
• Thought leadership
• Grow revenue
• Awareness
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7. Know your goal, build a strategy
Listen & respond
Put human face on business
Entertain
Tell your stories
Create community of evangelists
Collect ideas and customer input
Drive targeted and qualified traffic
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8. http://bit.ly/hmCudD How to Leverage Social Media Optimization
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9. Social Media Branding Tactics
• Create a homebase
• Create passports on other networks
• Build outposts
• Be a content creator
• Be an active commenter
• Find and nurture your community
• Face to face still matters
• Promotion - yourself and others
Source: adapted from Chris Brogan
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10. Online Reputation Management
Listen to what Talk to people Engage people Measure what is
people say like they are by building being said
people relationships
“Establish prominence for yourself because it
makes you a little more valuable.”
- Scott Monty, Ford Motor Company
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11. Define Monitoring Process
Bottom up approach
– Public data
– Keyword /phrase search
– Known information
– Reporting tools
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12. Listen to what people are talking about?
Time for some vanity searches - setup alerts
1. Company name
2. Company url
3. Products
4. Public facing employees Listen to
5. Competing products what
6. Add Descriptions people say
name + sucks
name +bad
name + rocks
Company product + review
Company + ripoff
Company + complain
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13. Free Listening Tools
Technorati Search Google Alerts
Compete.com Google Reader
Search.Twitter.com Google Analytics
Trendrr Google Keyword
Addictomatic
Socalmention
Xeesm
Tweetalarm
Tweetbeeb
List of 26 tools http://www.socialmediatoday.com/SMC/155299
http://www.dreamgrow.com/46-free-social-media-monitoring-tools/ 13
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14. Understand your audience
Technographics
Demographics
Influencers
Talk to
people like
they are
people
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15. Understand Your Audience
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16. Identify Influencers
FaceBook
Blogs
YouTube Yahoo,
Delicious,
other niche
Twitter sites
LinkedIn
http://www.wendysoucie.com/social-media/citrixwebex-social-media-assessment-by-social-media-academy-alumni/
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17. Engage
Engage
Network people by
building
Contribute relationships
Participation
• Track so you can begin to
measure ROI and social
capital value
17 http://socialmedia-academy.com
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18. Time, tools and tactics
Listening Participation
Generate Buzz Share Content
Social Networking Community building
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15
8
0
Time
Source: Beth Kantar
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19. Tool Hierarchy
Micro
Blogging Easier
adoption for
SMB
Social Networks
Social Bookmarking
Social Directory Search
RSS Feeds
Blogging /Content Generation
John Jantsch, Duct Tape Marketing, Microsoft Live Office
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20. Measure Success
• Webfluenz
• Lithium
• Radian6
• Xeesm
• Alterian Measure
what is being
• Trackur said
• GuestPulse
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21. Tools for Tracking
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22. What does success look like?
Reach
• Traffic Engagement and Influence
•Sharing and evangelism
• Interaction
• Trust
At the end of the day
•Commenter authority and influence
•Retention – connections, clients, etc
– it needs to make
Action and insight •Favorites, Friends, Fans,
Connections
•
• money for the
Sales
Customer engagement
company
• Customer satisfaction and
loyalty
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Source: Econsultancy – Chris Lake, Tactica and Digital Resource Group, Measuring the influence of social media
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23. But what about me?
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24. Short-term strategy
SEO and Social Media
Make brand optimization a process
Optimize all digital assets
Optimize across all departments
Don’t underestimate local search
directories
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25. 105 4/09
30,500 02/11
Website
LinkedIn
Directory
Twitter
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26. Places to start making a reputation
www.knowem.com
www.namecheck.com
www.usernamecheck.com
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27. Top Tips for Personal Reputation Management
1. Buy domain names - names you are protecting
2. Build websites - SEO for pages you create
3. Consider blogging - make it fit for you strategy
4. Add subdomains - site within site
5. Use social networks - social media optimization
6. Post pictures to Flickr - tag and describe
7. Register your name /brand everywhere
8. Use personal branding sites - complete them
9. Avoid video sites unless using as marketing
tool or networking platform
10. Already in trouble? Consider hiring a focused
reputation management company
Source: John Dozier - Google Bomb
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28. For social networking sites
The profile is more than your picture
and name
Consistency of brand message
Evolves over time with your network
Time is of essence
Claim same profile name in all places
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29. Key attributes of any profile
Image
Look and feel
Link back to key sites – website, blog,
social media link (www.xeesm.com)
Marketing Focused – use keywords to
attract
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30. Consistent message
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31. Why is network size important?
Network - size matters, you must grow
Contribute – thru questions, blog posts, events,
knowledge share
Participation – thru feedback, comments, views,
downloads, bookmarking or other consumption
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32. LinkedIn
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33. FaceBook
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34. When things go wrong
24 hours is an eternity online
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35. When things go wrong
If you find a negative situation:
Research – what is the truth?
Not true, provide the facts and ask for
corrections
Yes true, then offer to discuss offline
Be ready to respond with your own blog
Be honest, be transparent and LISTEN
Respond with a timely thoughtful
response
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36. Summary
• Clarify – How are you going to achieve an
objective?
• Build social – What element of plan extends
into social and brand?
• Learn from others – Is it tailored to your
situation?
• Be realistic – What resources do you have?
• Get training – Do you know how to apply
the tools?
• Define success
Business Brand Marketing
• Clarify • Extend • Tools
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37. We provide:
Technical Product Expertise
Manufacturing experience
Social media assessments
Marketing best practices
Thought leadership strategies
Social media building blocks
Training on tools and strategy
Implementation help and coaching
Network . Contribute . Participate
Social web links: http://xeesm.com/wendysoucie
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38. Strategic Alliances
• Wendy Soucie Consulting
• End Result Marketing
• Nurture marketing, research, social
media
• Social Media Academy
• Certified Social Media Consultant
• Founding Gold Member and Alumni
• Black Diamond Consultant
• Social Media Academy Faculty 2011
• Xeesm – Social CRM
– Business Partner – Wisconsin
• Photo credits Istock Photo
• AdzZoo Local Search Marketing
• Integrated Alliances Certified
LinkedIn Trainer
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