This presentation takes a look at why reputation management is important in the social media realm and how online discussions can affect the health of your brand the brand of your clients in the real world. It details some of the metrics a company may want to monitor and analyze in developing their social media reputation management strategy (such as like sentiment, top influencers, key conversations, etc). It also includes short case studies of companies which have successfully leveraged social media to generate positive consumer discussion and brand awareness, as well as companies whose reputations have been negatively affected by social media crises. This presentation will hopefully leave viewers with a greater appreciation of how quickly and significantly online conversations can impact customer goodwill and real world bottom lines.

1. Social Media MarketingEssential Guide for Businesses Managing yourSocial Media Reputation www.sysomos.com

2. Introduction In this presentation we will take a look at why reputation management is important in the social media realm and how it can affect the health of your brand. We will also go over some of the things which should be monitored in order to develop a reputation management strategy. Lastly, we’ll look at a few examples of those who have used social media to improve their reputations, and those who have ignored it.

3. The Power of Word of Mouth 90% of people trust the recommendations of those they know. 70% trust consumer opinions found online. - Nielsen Global Online Consumer Survey 2009 Word of mouth has always been the most trusted channel for brand awareness. With the advent of social media, word of mouth is now a public conversation involving millions of participants. Not surprisingly, online consumer opinion has become the second most trusted form of product review. “Consumers trust real friends and virtual strangers the most.” - Nielsen Global Online Consumer Survey 2009

4. Social Media Reputation Management: Why? Real world events concerning your brand drive online discussion. Online discussion amplifies positive or negative perception. This perception carries back to the real world to affect your bottom line.

5. Case Study: America Online On June 13th 2006, a little-known blogger named Vincent Ferrari tries to cancel his account with AOL. During a single phone call, he has to ask over a dozen times before being allowed to cancel. Frustrated, he blogs about his experience and uploads a recording of the phone call. On June 20th, his post is linked to by a major consumer blog resulting in 300,000downloads within the hour. Vincent’s blog receives over 1,000comments from outraged consumers. Thousands of sites and bloggers pick up his story. On June 24th, the New York Post and New York Times run articles on Ferrari’s experience. Soon after, NBC calls for an interview. Six days after he wrote the blog, Vincent Ferrari is on the Today show. Later, he is on Nightline. On August 3, Time Warner announces that the company will be dissolving AOL's retention centers due to costs associated with processing cancellations. “The company estimates that it will lose more than six million paying subscribers over the next year.” - The New York Times, 2006

6. Case Study: Wine Library Gary Vaynerchuk is the owner of Wine Library, a wine retailer. In 2006 Wine Library already has significant online sales but Gary feels he has still not tapped the full potential of the internet. Gary notices his employees watching videos online and gets the idea to launch Wine Library TV, a video blog. In his videos, he rates wine, gives tasting tips, and answers questions from wine enthusiasts. Each video receives hundreds of comments. Wine Library TV also has forum, Facebook, and Twitter integration, creating a true consumer community for Gary to engage. Since the launch of his site, Wine Library has tripled revenue to over $60 million dollars annually becoming the world’s biggest online wine vendor. Wine Library TV receives 90,000visitors each day and Gary has over 850,000Twitter followers. “Pull out your phone with purpose: if you’re at a restaurant and they tell you that you have to wait for 35 extra minutes, threaten to tweet about it or give them a negative Yelp review.” - Gary Vaynerchuk, Tahoe Tech Talk 2010

7. Social Media Reputation Management: What? Social media reputation management combines continuous monitoring with active engagement. More than customer service, it is the proactive use of social media channels to promote your brand. The basic goal is to get as many people talking positively about your brand as possible.

8. Social Media Reputation Management: Monitoring Positive Mentions As shown, positive reactions go a long way towards having a great reputation. You want to generate more of these through every social media engagement – enough positive momentum and your brand reputation will drive itself. An increase in positive mentions is a great indicator you’ve done something right. Negative Mentions Despite their nature, negative mentions present a great opportunity. These discussions tend to bring together many people with the same concerns, so you can reach out to an entire group at once. A sudden increase in negative mentions may mean you have a crisis on your hands which needs immediate engagement.

9. Crisis Timeline - Blogs:Apple iPhone4 June 7th – iPhone 4 announced (Sentiment: 89% favorable, 11% negative) June 24th – iPhone 4 released. June 25th – iPhone 4 reception problem widely reported. (Sentiment: 74% favorable, 26% negative – 140% increase in negative sentiment blogs!) July 16th – Apple holds a press conference to address reception complaints.

10. Social Media Reputation Management: Monitoring New Markets / Market Trends Not everyone has an opinion about your brand. Perhaps they don’t know about it but they’re looking for something like it. There’s a good chance the internet will be the first place they look. By monitoring your industry in general, you can reach out to these people. Just as importantly, monitoring beyond your brand name gives you an idea of consumer needs, problems, and demographic profiles. Top Influencers Certain individuals hold a lot of online influence within their domain. In your particular industry they may have the largest number of Twitter followers, or the most commented blog, or the highest traffic forum. This means their opinion quickly reaches a large number of people. It is important to identify these influencers to understand their opinions on your brand and make them your advocates.

11. Social Media Reputation Management: Monitoring Key Conversations Discussion about your brand is never limited to just one subject. Even in extremely focused times there may be several different themes and topics. On a normal day there may be dozens of topics. It is important to be able to filter out the noise and identify the key conversations representing the most talked about topics. Like top influencers, by addressing the key conversations you will get the most bang for your social media buck. Competitors Like you, your competitors are online. Having insight on their online reputations can help you plan your engagements. Their dissatisfied customers could be your potential customers. Their social media advocates might be willing sit through a demo of your product and provide valuable feedback.

12. Social Media EngagementCase Study: Domino’s Pizza On April 13th 2009, a YouTube video of two Domino’s Pizza employees tampering with a pizza received in over one million views during the next two days. On April 14th, the company fires both employees but makes no further move in the hopes that things will die down. On April 15th, Domino’s President Patrick Doyle apologizes via YouTube. The video gets over 500,000 views. He also launches a Domino’s Twitter account for immediate corporate response in the future. Despite responding just two days later and impressing many people with their social media approach, short-term sentiment suffers due to the belief the company took too long to address the YouTube video. Domino’s Sentiment April 13th – 24th 2009

13. Social Media EngagementCase Study: Domino’s Pizza Key Conversations

14. Social Media EngagementCase Study: Domino’s Pizza .

15. Social Media EngagementCase Study: Domino’s Pizza Since then Domino’s Pizza has fully embraced social media as a channel to improve both their product and reputation, meeting with great success in several campaigns. Pizza Turnaround Domino’s launches pizzaturnaround.com to showcase their revamped pizzas. They show 10,000 negative comments which they took into account when redesigning their pizza and ask consumers to give it another try. On YouTube, the video receives over 700,000 views. The Pizza Turnaround blog receives hundreds of comments and streams thousands of live consumer tweets. Domino’s new pizza leads to a 14.3% increase in sales. “A remarkably better pizza, and our honesty in how we told consumers about it, is paying off...” – Patrick Doyle, Domino’s President

16. Social Media EngagementCase Study: Domino’s Pizza YouTube Video – Pizza Turnaround

17. Social Media EngagementCase Study: Domino’s Pizza Pizza Holdouts Looking for the people who have yet to try their new pizza, Domino’s launches pizzaholdouts.com, a contest where people are rewarded for getting their ‘holdout’ friends to try Domino’s. Influential blogs such as Mashable pick up the campaign and again thousands blog and tweet about it. Facebook integration offers easy participation. Overall the response is overwhelmingly positive. Pizza Holdouts Sentiment

18. Social Media EngagementCase Study: Domino’s Pizza Key Conversations Buzzgraph

19. Social Media EngagementCase Study: Domino’s Pizza Show Us Your Pizza Vowing to stop using ‘fake’ pizzas in their commercials, Domino’s newest campaign asks customers to upload pictures of their pizza at showusyourpizza.com. When a customer sends in a badly made pizza, Domino’s quickly responds with a YouTube apology. People notice. “The only way to put out a social media fire is with social media water.” - Ramon Deleon, Chicago Domino’s Owner

20. Social Media EngagementCase Study: Domino’s Pizza Key Conversations Despite a rocky and perhaps involuntary start, Domino’s Pizza now readily monitors and engages their market through social media. A genuine effort to build positive relationships has led to a vastly improved online reputation. In turn this has contributed to commercial success – through the first three quarters of 2010, Domino’s Pizza has enjoyed increased sales of 14.3%, 8.8%, and 11.7%.

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