Introduction to online reputation management. Learn the critical elements and foundational building blocks of defending and promoting you brand online.
6. Get in the Game
• Engage:
– Contribute
– Build relationships
– Give back
• Be a producer:
– Add expertise
– Add insight
– Join the community
7. Take Control
• Make your website:
– More accessible
– More interesting
– More interesting
• Be authoritative for:
– Company name
– Brands
– Products
– Key personnel
8. A Good Defense is a Strong
Offense
• Anticipate
• Be preemptive
• Centers of influence
• Build audience (army)
• Vet and recruit
• Train and motivate
9. Know When to Respond
• Not all attacks warrant
attention
– “Don’t feed the trolls.”
• Not all compliments are
heard (without help)
– Saying “Thank you” is
always appreciated
10. Use All Your Media Assets
• Traditional media still
outranks new media for
online influence:
– 62% vs. 38%*
• And trustworthiness:
– 72% vs. 13%*
• Use them together
*(2009, Weber Shandwick/The Economist survey)
11. War Gaming Prepares You
• What would you do?
• Look for examples
• Watch others handle
crisis
12. Listen Inside First
• You might be surprised
• Big damage is often
– Self-inflicted
– Ignorance induced
• Do you have guidance?
– Social media policy
– Communications policy
13. Credibility Starts at Home
• Start internally
– Use the tools
– Listen to employees
– Create a foundation
• Offer training
– What is…
• Social media?
• Online reputation?
– Personal vs. professional
14. Experts Lurk Inside
• Early focus on…
– Listening
– Training
– Awareness
• Will probably turn up…
– Expertise
– Enthusiasm
– Evangelist
15. Recruit Existing Evangelist
• Are their people already
passionate about…
– The brand
– The product
– The service
– Their audience
• Recruit them!
16. Start Now!
• Don’t wait for…
– The perfect time
– The perfect person
– The perfect campaign
– The perfect execution
• Right now you are…
– LOSING!
17. Hello. Should We Be Talking?
Bill Rice
CEO, Kaleidico
www.kaleidico.com
bill.rice@kaleidico.com
@billrice
18. Photo Credits
• Social Media Landscape (fredcavazza)
• Spy Museum Advertisement (catface3)
• Monitor (mitch haile)
• Prioritize (Christine)
• Get in the Game (your pal Matt)
• Take Control (takphoto)
• Good Defense/Strong Offense (Oriol Gascon)
• Know When to Respond (Dunechaser)
• Use All Your Media Assets (birgerking)
• War Gaming Prepares You (sponng)
• Listen Inside First (Brittany G)
• Credibility Starts at Home (jacklail)
• Experts Lurk Inside (Peter Kaminski)
• Recruit Existing Evangelist (Nevada Tumbleweed)
• Start Now (LimCK)