Online Reputation Management and Social Media Marketing

Online Reputation
Management
through Social Media
by Rajaie Haddad
December 2013

@Bigullak Follow us on

@TheDigitalMC or Like us on

/thedigitalmarketingcafe

Online Reputation Management is the process that
businesses and individuals follow that involves
“recovering” their online image, as well as
“building” a more positive one.




This should be followed by “maintaining” that
image which involves monitoring and
responding to what is being said about your
business online.




Before the
Internet,
we used to
gather to
share our
passions




Early
Internet
included
message
boards and
chat rooms




People started creating online
demand for business
Digital Marketing



The creation of demand using the power of the Internet
and digital technologies which are interactive medium
that allow for the exchange of values…

Business

Users

Time

Entertainment

Attention

Benefits

Advocacy

Utilities / Services




Online Marketing is a reversed marketing where the
Consumer promotes the products/services through
reviews rather than the Company…
U G C – User Generated Content
W O M – Word of Mouth




Key Tactics – Involvement




Positive reviews by your
customers can counter
negative criticism.




Encourage your clients to talk
positively in social media.




In some cases, the
power of negative
criticism may kill
your brand - silently.




Interact with people and
appreciate their contribution.




Create a Digital Plan!




1

2

3

4

5

Who/where
are my
audience?
Pick 5 top audience groups (There may only
be one)




1

2

3

4

5

What do I
want to tell
them?
Pick 5 top Messages you want to get out




1

2

3

4

5

How am I
going to tell
them?
Pick 5 top ways you are going to use




1

2

3

4

5

What
content am I
going to
create?
Pick 5 top types of content you will use




1

2

3

4

5

How often
/when am I
going to
post?
Pick 5 top moments in a day or week you
will post




1

2

3

4

5


Which social
media sites
will I use?
Pick 5 top sites that will be useful to you



Which tools am I
going to use to
measure my success
Pick 5 top tools. (You may only decide
to use one)

Some of the tools are…
Insight (within facebook)
Google Analytics
Google Alerts
SproutSocial
SocialMention
Blog Comments
Number of fans/likes/visitors/shares/engaged users etc.
SimplyMeasured



Free social media monitoring tools

Develop a Listening Process. This must include multiple methods for listening to what
people might be saying about you online.





Daily or real-time alerts emailed to you whenever a specific
keyword (chosen by you) is mentioned.

Search engine and monitoring tool for user-generated media
and blogs.

Twitter’s very own search tool is a great resource. Can be
subscribed to as an RSS ffed.





A social media search engine that searches user generated
content such as blogs, comments, bookmarks, events etc.

A web-based personal news aggregator that can be used in
place of a desktop client.





FriendFeed Search - Scans all FriendFeed activity.

Alerts you to when a Wikipedia entry has been changed.

A simple way for you to begin measuring your brand’s
visibility on the social web.

This service watches comments/follow-ups on Blog posts and
similar content such as Flickr or Digg.




Free online reputation management tools.

• You must establish an Engagement Policy, which defines how you will respond to the
positive and negative things said about you and your brand.
• You must determine who will respond, when they will respond, and how they will
respond. This is critical because you want to minimize negative mentions or get
people to retract them because you reached out. And, you want to see positive
mentions as possible connections and sales opportunities.
• The most profound tool for establishing an engagement policy is to actually engage!
• Be present within the community of your fans and consumers by posting on their
sites, interacting on microblogs like Twitter and your website, and by developing an
open-dialogue.
• This type of community building will do a lot towards keeping a positive online
reputation.





Twitter is a social networking and micro-blogging service.

Facebook is a social networking site which helps you to
connect and share with the people in your life.
YouTube is a video-sharing website on which users can
upload, share, and view videos.
LinkedIn is a professional business-oriented social networking
site to strengthen and extend your existing network of
trusted contacts.

Squidoo is the popular publishing platform and community
that allows users to create pages (called lenses) for subjects
of interest.


www.fpov.com


Wikipedia is a free, web-based, collaborative, multilingual
encyclopedia.

SlideShare is the world's largest community for sharing
presentations.
Scribd is a social publishing site, which allows people to share
original writings and documents.
Hubpages is a publishing platform to publish, discover and
interact with people who share their interests.

Posterous is a blogging platform that lets you post things
online using email at post@posterous.com





Knol is a Google project to create, collaborate on, and publish
credible web content.

Google Profile is a Google service allowing users to collect
and display information about themselves.
Tumblr is a blogging platform that allows users to post text,
images, video, links, quotes, and audio to their tumblelog, a
short-form blog.

Technorati is an Internet search engine for searching blogs.

Identi.ca is a micro-blogging service based on the Free
Software Laconica tool.





Blogger is a blog storage service that allows private or multiuser blogs with time-stamped entries.

Flickr is an image and video hosting website, web services
suite, and online community.

Delicious is a social bookmarking web service for storing,
sharing, and discovering web bookmarks.

Google Sites is a structured wiki offered by Google as part of
Google Apps to create and share webpages.
CrunchBase is the free database of technology companies,
people, and investors that anyone can edit.





Ning is an online platform for people to create their
own social networks.

TypePad is a blogging service that allows to create a blog in
minutes.

Wikio is an European search engine for news and blogs.

FriendFeed is a real-time feed aggregator that consolidates
the updates from social media and social networking
websites, social bookmarking websites, blogs and microblogging updates.
StumbleUpon is an Internet community that allows its users
to discover and rate Web pages, photos, and videos.





Mixx is a user-driven social media web site that serves to
help users submit or find content by peers based on interest
and location.

Vox is a free personal blogging service where people share
thoughts, photos, videos & more with friends & family.

Plaxo is an online address book and social networking service
that helps people to stay in touch with their valuable work
and personal contacts.

Multiply is a social networking site to create, share and
discuss blogs, photos, videos and music with others.





BoardTracker is the leading search engine for message
boards and forums and provides innovative search, analysis
and social networking technology.

Vimeo is a respectful community of creative people who are
passionate about sharing the videos they make.

Viddler is an interactive online video platform for uploading,
sharing, enhancing, tagging, commenting on, and forming
groups around videos.

Friendster is a leading global social networking website
focussing on genuine friendships and discovering new people
through friends.





Google Books is a service from Google to search and preview
millions of books from libraries and publishers worldwide.

SlideBoom is an online service for PowerPoint presentations
sharing.

Brightkite is a location-based social networking website that
is available on any mobile device.

Jaiku is a social networking, micro-blogging service to
connect with friends by sharing short messages.

Plurk is a free social networking and micro-blogging service
to send updates through short messages.





Ecademy is an social networking site for business people
worldwide.

Ziggs is a social networking site for business professionals for
creating and managing your online brand.

Netvibes is the first personalized dashboard publishing
platform for the Web.
YouAre is a free service to share everything you do
throughout the day while connecting with others quickly and
easily.

Ustream is the leading interactive broadcast platform for live
video streaming.




• Very soon, this form of rating will not only be for organizations; soon we
will have the power to rate people and impact their online reputations.

• Your Measurement System Strategy needs to tell you how many times you were
mentioned a month, what the sentiment ratio was positive to negative, and your
effectiveness in customer service (getting people to delete negative mentions or
ratings).




• for corporations, tools like Klout.com and Addictomatic.com, can be utilized to create
a sort of standardized scoring system- much like a credit score- and can denote the
online relevancy of an organization.

These scoring systems will be used as another way to measure a person’s or an
organization’s value to the business world.




The formula will be built around the following variables:
1) The amount of content produced online.

2) The quality of that content (judged by how many people rate it or share it with
friends)
3) The amount of trans-media connections a person has.
4) The ratio of positive to negative mentions that are posted about you or your
company online.
These measurements will be viewed as way to see how well thought of a brand is,
and how much value they bring to the collective.





Radian6 gives you a complete platform to listen, measure
and engage with your customers across the entire social web.

Scout Labs is how teams tune in to social media. It is the
simplest, most intuitive way to measure and manage social
media.

BuzzLogic is a digital media company with a data-driven ad
platform built from the ground up to optimize advertising
across.

Provides industry standard measurements for internet video
campaigns. It gives data for complete end-to-end view of
video campaign performance.





Buzzgain reveals influential voices and corresponding
conversations so that companies can listen, learn, and
engage in the connection of mutually beneficial relationships.

Visible Technologies helps companies listen and learn what
consumers are saying about them online, and it enables
brands to participate.

Jive's collaboration software connects employees, partners,
and customers to change the way work gets done in the
global enterprise.

Statsit Monitor is the only media tracking tool for monitoring
brands and topics, that connects social media activities with
financial metrics.





Provides Market Intelligence Solutions through real time
monitor and analysis of the opinions that people post in
Blogs, Forums, Review Sites and Social Networks.

Trackur is a social media monitoring tool designed to assist
companies and PR professionals in tracking what is said about
brands on the internet.

Delivers worldwide business news and information and
powerful searching to provide customers with relevant
information to inspire their business decisions.

Buzz Numbers is an online conversation analysis company
that enables its corporate clients to track, monitor and learn
from online conversations.



Online Reputation Management

Exercise
Google
Alerts
Social
Mention
Social
Pointer



Building Online
Personal Brand




5 questions
What are you passionate about?

What motivates you?
What makes you different?
What image do you want to project?
What can you do to be seen as a leader?




5 ways




@Bigullak Feel Free to
Contact Me:
haddad.rajaie@gmail.com
Twitter.com/Bigullak or
Twitter.com/TheDigitalMC
Linkedin.com/in/rajaiehaddad
Facebook.com/TheDigitalMarketingCafe
@Bigullak FollowAbout.me/RajaieHaddad Like us on
us on
@TheDigitalMC or

Online Reputation Management and Social Media Marketing

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