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@cloudspark
#dsum13
In our quest to stand out, be
creative, gain attention and
be responsive – well, dumb
things happen.
@cloudspark #dsum13
EXHIBIT A – THE BAD IDEA
@cloudspark #dsum13
EXHIBIT B – THE BAD RESPONSE
@cloudspark #dsum13
EXHIBIT C – THE HACKED ACCOUNT
@cloudspark #dsum13
EXHIBIT D – THE WRONG ACCOUNT
@cloudspark #dsum13
EXHIBIT E – THE NON-RESPONSE
@cloudspark #dsum13
EXHIBIT F – THE ‘INNOCENT’ MISTAKE
Online Reputation Management
For every chance there is to
engage with the public, there is
an equal chance for it
to go wrong… really wrong.
Online Reputation Management
@cloudspark #dsum13
@cloudspark #dsum13
@cloudspark #dsum13
Online Reputation Management
@cloudspark #dsum13
3 KEY QUESTIONS
1. What if our products/services spark too much criticism?
2. What if our employees are not social media savvy?
3. What if our competitors take advantage of this?
@cloudspark #dsum13
2 KINDS OF NEGATIVITY
1. Comments or content on social networks
- Easily addressed, no long-term impact
- If not addressed, can scale to an ‘issue’
2. Online reputation ‘bombs’
- Affects reputation and sales long term
- Can severely damage a business and scales quickly
@cloudspark #dsum13
1 SCALE OF HOW BAD IS IT?
Negative reviews, comments
Negative visual content
Negative media coverage
Fake accounts
Newsjacking
Hate sites
Online Reputation Management
@cloudspark #dsum13
1 BE WELL-RESPECTED
@cloudspark #dsum13
2 BE RADICALLY TRANSPARENT
Allow all employees to talk about products/services publicly*
Establish 1:1 communication channels
Ask for feedback
Don’t hide from criticism, address it publicly
*unless you trade under SEC regulations
@cloudspark #dsum13
3 MONITOR WHAT THEY’RE SAYING AND SHARING
@cloudspark #dsum13
4 REACT QUICKLY AND POLITELY
@cloudspark #dsum13
5 ADDRESS CRITICISM HEAD-ON
ACT
ACKNOWLEDGE
APOLOGIZE
‘I WISH’
@cloudspark #dsum13
6 OWN YOUR GOOGLE/BING/SEARCH PAGE 1
@cloudspark #dsum13
7 ATTACK ILLEGITIMATE ATTACKERS
@cloudspark #dsum13
8 LEARN FROM YOUR MISTAKES
@cloudspark #dsum13
9 MAKE MONITORING MATTER
Go beyond the 101 of monitoring – don’t just put it on autopilot
Assure you’re monitoring visual/audible as well as text
Incorporate monitoring reports into marketing conversations,
decisions on a regular basis
@cloudspark #dsum13
10 ASK FOR HELP
Online Reputation Management
@cloudspark #dsum13
thank you.
jenny-rebecca schmitt
@cloudspark
jschmitt@cloudspark.com
Online Reputation Management

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Online Reputation Management