How to Troubleshoot Apps for the Modern Connected Worker
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Your brand online - reputation is everything
1. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Start
@mab397
2. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
PROACTIVE
REPUTATION
MANAGEMENT
3. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
WHY BOTHER
4. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
I donât have a photograph, but you
can have my footprints. Theyâre
upstairs in my socks.
Groucho Marx
5. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
58% trust 92% trust47% trust
Nielsen: Global Consumer Trust
6. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
71% claim reviews from family members or friends exert a âgreat dealâ or âfair
amountâ of influence over the decision to use or not use a particular company, brand
or product
The average consumer mentions specific
brands
90 times
per week in conversations with
friends, family and co-workers
90% of consumers trust
recommendations from people they
know
Keller Fay, WOMMA 2010, Harris Interactive June 2010, Econsultancy July 2009
7. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
70% of online
consumers trust
opinions of
unknown users
Consumer
reviews are
nearly 12
times more
trusted than
descriptions
from
manufacturers
61% of people
rely on user
reviews for
product
information or
research before
buying
67% of shoppers
spend more online
after
recommendations
from online
community of
friends
Econsultancy July 2009, eMarketer Feb 2010, Razorfish 2008, Internet Retailer September 2009
8. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
9. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Social media gives traditional WOM
recommendations greater visibility and leaves
a lasting digital footprint. #SydneyTalkBiz
About 2 minutes ago via sydneytalkbiz 2013
10. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
PROACTIVE
REPUTATION
MANAGEMENT
11. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
12. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
13. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Challenge
To launch a new product to time-poor, health
conscious Australians.
Approach
Mindshare qualified 11 influential bloggers
and organised bespoke outreach programs
to appeal to their audience.
Results
Reviews reached an audience of 330,000+
with over 900 responses including
recipes, videos and post-purchase
comments.
Of these responses, there were 273
mentions of the word LOVE to describe the
product.
Reporting gave insight into what features
excited consumers most.
14. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
15. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Status Assessment Actions
Response &
Stakeholders
1 Very positive plug for brand/product/campaign Thank, Like, add to influencer list n/a
2
General positive commentary about
brand/product/campaign
Thank, Like n/a
3
General enquiry or comment about
brand/product/issue
Respond to immediately with helpful
advice/commentary or ask heirarchy expert if
needed and then post - post response publicly
Community Manager
with pre-approved
response options
4 General enquiry or comment about Campaign
Respond to immediately with helpful
advice/commentary or ask hierarchy expert if
needed and then post - post response publicly
Community Manager
with pre-approved
response options
5 Inaccurate information related to brand/product
Correct information or request information from
brand expert & post response publicly
Community Manager and
brand expert
6 Inaccurate information related to Campaign
Correct information or request information from
brand expert & post response publicly
Community Manager
with pre-approved
response options
7 Request for help related to brand/product
Respond to requests publicly or post email address
and request an email with details to pass on to
customer care
Community manager and
customer care
8 Request for help related to Campaign
Respond to requests publicly or post email address
and request an email with details
Community Manager
9 Negative comment without any questions
Evaluate need for response and reaction from the
rest of the community. If required, respond with
regret publicly and request an email with details to
escalate the issue
Community Manager
10 Dissatisfied customer
Respond with regret publicly and request an email
with details to escalate the issue
Community manager and
customer care
11 Detractor (actively criticising)
Respond with regret publicly and request an email
with details to escalate the issue
Community manager and
customer care
12 Raging (very angry)
Respond with regret publicly and request an email
with details to escalate the issue
Community Manager and
brand expert
13 Raging & offensive Delete any obscene or offensive posts Community Manager
16. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Itâs great if you tell your audience why they
should choose you, itâs better if you can get
someone else to tell them #SydneyTalkBiz
About 2 minutes ago via sydneytalkbiz 2013
17. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
HOW TO RESPOND
IN A CRISIS
18. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
19. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Post an update apologising for the issue and outlining the resolution.
Reply to every wall post or mention with a bespoke reply addressing the
major concern. DO NOT repeat the same reply.
Consider other outcomes for the next few days and prepare responses for
any possibilities. Continue to reply where appropriate but do not continue
to post new updates (either prepared from the conversation calendar or
regarding the incident)
If possible give extremely disgruntled clients an opportunity to take the
conversation offline by offering an email or phone number to discuss this.
Ensure that is properly resourced.
Continue to reply to those posting on your wall or to you about other
discussions.
Keep the apology short â the more you write the more potential rope you are
giving yourself by offending other people
20. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
21. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
While there is a strong response initially, more people
will be drawn to respond once you post a reply as you
will be drawing attention to it. This is unfortunate but
unavoidable.
You will have to either justify your position and keep
receiving negative responses or immediately reverse
your position. Know when to pick your battles.
22. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Do not underestimate the time it will take for the community to forgive you.
Do not justify or excuse comments in any form.
Do not try to use the outrage as an opportunity to spin your message
Do not leave comments unanswered â they should be dealt with within an
hour.
Do not run any social advertising until the coast is clear.
Do not be defensive or take things personally.
Do not overreact.
23. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Deleting negative comments may cause more damage.
See: the Streisand Effect.
Confused detractors may incorrectly assume that you
have deleted negative comments.
Offensive or abusive comments should be addressed,
not just deleted.
24. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
25. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
26. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
27. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
React quickly and calmly. The way you
respond to an issue can affect your reputation
as much as the issue itself. #SydneyTalkBiz
About 2 minutes ago via sydneytalkbiz 2013
28. @ mab397 | mab397.wordpress.com | Head of Social, Mindshare | Australia
Connect with me
@mab397
mandibateson
Sydney, Australia
(+61) 2 9287 8400
Mindshare Australia
mab397.wordpress.com
Hinweis der Redaktion
Have you Googled yourself lately? So what do you want your Google profile to say about you? Do you want it to say anything at all? For everyone of us it will be different. For some it will be their extended resume showcasing many achievements in an illustrious career. For others it will be a reflection of the rich life they lead and their varied interests. But what if you want to protect your reputation or hide away? Is there anything that can be done?What if thereâs nothing because you donât interact online?
Opinions expressedHas anyone ever asked for your opinion? If it was for a publication or news story it could appear online. That clever quote you gave as an obnoxious student could come back to haunt you. Names mentionedWherever your name has been mentioned, if it finds its way on to the way it can turn up on your Google profile. Even the minutes of that meeting you attended or a presentation you once gave, if your name appears then its there for someone to find.Contributions recognisedAny contributions you may have made to a web site is part of your profile. Were those photos you took accredited to you, did that article or letter you wrote get published on their web site? Directories listedIts not just the phone book where you may be listed. Are you on professional lists or noted as having a special interest? Charitable donationsIn this age of transparency and online payments the likelihood is that the charities and causes you support financially will publish their benefactors. Your good deeds wonât go unnoticed.Satisfied testimonialsThereâs nothing better than a satisfied customer giving feedback. If youâve given encouraging words or have had them said about you, its likely that everyone else can heat about it too.Sporting heroesHow was your time in that 10km fun run? Were there any photos of you finishing City2Surf? If you can find your times and images online, you can rest assured that Google will too. Recognition guaranteedThe achievement of having your hard work recognised at an award ceremony with a win or a nomination will certainly be rewarded with a Google mention too. And if you were snapped at the gala event youâll get double the exposure.Press releasedDid your latest successes get you a mention in the company press release? Was your last career move proudly announced by your employer? If it was released to the press it can be found.Conferences attendedSome functions and events release their delegate lists for all to see. Itâs not just the people you meet there, but the people who are interested in you that can follow your whereabouts.Speaker opportunitiesYou may have everyone hanging on your every word when you are engaged to speak. Often the event literature is available online for all to see long after your last words are spoken.Club membersTaking out a membership for an association or joining a society can mean signing up for more exposure than you first thought. The company you keep and unions you make are there for all to see.Petitions signedAdding the weight of your name to a list of signatories is a powerful way to bring about change. Such actions continue to influence long after the sands of time have shifted.
Use your communication channels to build positive testimonials. Social context is one of the most significant benefit of social media marketing, so use it!
Strangely enough anyone confirming they're not currently advertising with Alan Jones is getting more backlash because the use of the word currently makes it seem like they intend to in future. Those who have been advertising and have said they've ceased all activity are getting the best response.
The Streisand effect is the phenomenon whereby an attempt to hide, remove, or censor a piece of information has the unintended consequence of publicizing it