Online Reputation Management

1. Online Marketing and
Conceptual Thinking
Lecture 3 – Online Reputation Management,
Casestudies, Messaging House

2. 07 October class in Amsterdam!
24Academy Lectures (08:45-10:00 h., no costs).
Location: Stadsschouwburg Amsterdam, Grote Zaal.
24Academy Classes (10:30-12:00 h.): "How to make the best use of Twitter in your
media blend" by Ashley Vinson, Twitter's Head of Brand Strategy Benelux (in English).
Location: Stadsschouwburg Amsterdam, Grote Zaal.
Otherwise "Cannes Lions Show Reel" (starts 10:30 h., continuous performance): a
video compilation with the best work by Cannes Lions.
Location: Pathe City Bioscoop, Leidseplein.
Mail me your e-mail adress or post on Facebook!

3. What to do today?
- Online Reputation Management
- Casestudies
- Messaging House
- Pitches themes

4. Pitch
• What’s your topic?
• Why this topic?
120 seconds.
Feedback:
• Great
• Can be improved

5. Online ReputationManagement (ch. 11)
Customers don’t use channels designated by a company to talk about that
organization. The Internet makes it easy for a company to use the channels that
customers have selected.
ORM software provides insights that can be applied to other elements of the business
to maximize results.

6. Manage—Engaging In and Leading the
Conversation
• Engaging — The best way to show that you are listening
• Positive comments — Should be acknowledged by the company
• Neutral comments — Company is in danger of being forgotten
• Negative comments — Should be seen as an opportunity for growth by the company
and dealt with
• Responding — Recognizing that consumers dictate the channels of communication
and that a company needs to go to the consumer, not the other way around
• Influencing and leading the conversation can lead to more results for your company
in the SERPs

7. 10 rules to recover froman online
brand attack:
1. Humility
2. Listen
3. Act immediately
4. If what they’re saying is false….
5. If what they’re saying is true….
6. Keep the negative pages out of
the search engines
7. Maintain communication
8. Engage in the conversation
9. Care
10. Be prepared

10. Practice: How do you
know you’re discussed?
How do you become aware?

11. Use some (free) searching tools
Such as Talkwater. It searches blogs, social media channels and newswebsites ,and
mails you whenever your searchwords occur in messages.

12. Practice: Create your
own alert
For your company or for yourself

13. Talkwater Alert
Go to www.talkwater.com
and create your own alert
Tips:
• Alert for your own name
• Alert for your company
• Alert for your company clients

14. Casestudy. Winning an
election
A bottom up approach with social ambassadors

15. Social Business Model for Companies
Starting point
(Online)
Listening
Content
Creation
Engagement
& SOME
Results
Measurement

16. Starting point
Internal elections candidate #1 CDA list Europe
Possible candidates:
Wim van der Camp Esther de Lange

17. (Online) listening
What are relevant topics about Europe?
Most people:
Bad feeling about Europe
Positive feeling about The Netherlands
Elecetions for Europe… how to deal with it?
“For NL in Europe”

18. Messaging House.
Basis formulti-channel communication

19. Example
(fromanother
campaign)

20. Engagement and SocialMedia
Solid group of online ambassadors who spread messages on their own channels
Make an inventarisation of
ambassadors
Train them
Send them relevant information
to share, such as a Tweetsheet
Dag: Tweet onderwerp:
Maandag Huis pijler 1
Dinsdag Huis pijler 2
Woensdag Huis dak
Donderdag Huis pijler 3
Vrijdag Huis pijler 4
Zaterdag Huis dak + lijsttrekker

21. Measurement
Some basic tools

22. SocialMention

23. Twazzup

24. Addict-o-matic

25. Hootsuite!

26. Tweetreach

27. How to use Twitter
http://www.slideshare.net/
wearesocialsg/twitter-we-are-
socials-guide-for-brands?
ref=https://twitter.c
om/i/cards/tfw/v1/5095481
93848098816?cardname=pl
ayer&autoplay=true

28. Results

29. Messaging House and Corporate Blog?
Relevance?

30. For next week:
 Read ch. 7 + ch. 8
 Finish your Listening Report
 Use next week’s lecture for the final questions for this
report

31. Enough information
Let’s work on the listening reports!
(Deadline: Friday 26 September 12:00 h.)