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Social Media & Reputation Management: The Why and The How

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Social Media & Reputation Management: The Why and The How

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Presented at Social Media Marketing Summit in San Francisco, this presentation present approach to actual reporting on understand a Social Media Reputation Management campaign.

Presented at Social Media Marketing Summit in San Francisco, this presentation present approach to actual reporting on understand a Social Media Reputation Management campaign.

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Social Media & Reputation Management: The Why and The How

  1. Reputation Management The Why? The How? September 29, 2008 PRESENTATION ON
  2. WHY IS REPUTATION MANAGEMENT IMPORTANT? <ul><li>Introduction </li></ul>
  3.  
  4.  
  5. Even back in 2001
  6. It’s just easier now and…
  7. … News travels faster and further.
  8. BONUS ROUND FOR YOUR CFO OR ANY C-LEVEL BOSS <ul><li>Part II: Why Care About Reputation Management? </li></ul>
  9. Ignorance is throwing money away
  10. The price of ignoring your reputation <ul><li>London School of Economics study: </li></ul><ul><li>“ 2% reduction in negative word of mouth boosts sales growth by 1%” </li></ul><ul><li>Dell study on Word-of-Mouth: </li></ul><ul><ul><li>average consumer is worth $210 </li></ul></ul><ul><ul><li>average detractor costs the company $57 </li></ul></ul><ul><ul><li>average promoter generates $32 </li></ul></ul>
  11. HOW DO I START? <ul><li>Section One </li></ul>
  12. What are the themes of Reputation Management
  13. Your Reputation Management Strategy: The first step is to Listen . Measure
  14. Where do we start?
  15. But where do your customers go?
  16. Should you follow Twitter? AdWeek said every one is talking about it.
  17. Or a large, relevant niche group? But forums sound so 1998.
  18. Where are people talking about us? <ul><li>Search about your company: </li></ul><ul><ul><li>Company Name </li></ul></ul><ul><ul><li>Company URL </li></ul></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Public Facing Employees </li></ul></ul><ul><ul><li>Competing Products </li></ul></ul><ul><ul><li>Descriptions </li></ul></ul><ul><ul><ul><li>Company Name + sucks </li></ul></ul></ul><ul><ul><ul><li>Company Name + rocks </li></ul></ul></ul><ul><ul><ul><li>Company Product + review + sucks </li></ul></ul></ul>
  19. HOW DO YOU TRACK CONVERSATIONS? <ul><li>What do the reports look like? </li></ul>
  20.  
  21.  
  22.  
  23. Our Client Needed Help….
  24. … Understanding their Buzz <ul><li>Reputation Management for Pleo </li></ul><ul><ul><li>Identifying influential bloggers to reach out to </li></ul></ul><ul><ul><li>Track where we respond and comment </li></ul></ul><ul><ul><li>Identifying trends in changing conversations </li></ul></ul><ul><li>See the whitepaper at: </li></ul><ul><li>http://www.buzzlogic.com/case_study/case_study-BuzzLogic-Estorm.pdf </li></ul>
  25. ENGAGEMENT: FINDING VOICE
  26. What are the themes of Reputation Management
  27. Your Reputation Management Strategy: The first step is to Listen . Measure
  28. It’s kinda like a cocktail party
  29. Mindset Shift is Required *An exaggeration
  30. Negative Comments? Be Transparent & Honest.
  31. Finding Voice: 10 Downing Street
  32. Finding Voice: H&R Block
  33. Finding Voice: Zappos
  34. Take Aways…
  35. Thank You! <ul><li>Daniel Riveong </li></ul><ul><li>“ Looking at Reputation Management” </li></ul><ul><li>Social Media Marketing Summit 08 </li></ul><ul><li>Who? </li></ul><ul><li>SEO, Social Media Guy (Bourbon Drinker) </li></ul><ul><li>Where? </li></ul><ul><li>San Francisco </li></ul><ul><li>e-Storm International </li></ul><ul><li>Reaching Out? </li></ul><ul><li>SMS: Text “Riveong” to 50500 </li></ul><ul><li>Blog: http://emergence-media.com </li></ul><ul><li>Twitter: http://twitter.com/danielriveong </li></ul><ul><li>Email: Daniel@e-Storm.com </li></ul><ul><li>Credits </li></ul><ul><li>Slide 9: http://www.flickr.com/photos/johnnyvulkan/381941233/ </li></ul><ul><li>Slide 10: </li></ul><ul><ul><li>“ Advocacy Drives Growth” by London School of Economics: </li></ul></ul><ul><ul><ul><li>http://www.lse.ac.uk/collections/pressAndInformationOffice/newsAndEvents/archives/2005/Word_ofMouth.htm </li></ul></ul></ul><ul><ul><li>Ultimate Question: Driving Good Profits and True Growth by Fred Reichheld </li></ul></ul><ul><li>Slide 14: http://www.flickr.com/photos/briansolis/2735401175/ </li></ul><ul><li>Slide 15: http://www.flickr.com/photos/cuellar/57473280/sizes/o/ </li></ul><ul><li>Slide 20 & 21: Social Web Analytics eBook 2008 by Philip Sheldrake </li></ul><ul><li>Slide 24: http://www.buzzlogic.com/case_study/case_study-BuzzLogic-Estorm.pdf </li></ul><ul><li>Slide 28: http://www.flickr.com/photos/briansolis/2438243203 </li></ul>
  36. Creative Commons Licensing

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