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REPUTATION MONITORING AND MANAGEMENT

REPUTATION MONITORING AND MANAGEMENT. Reputation Monitoring and Managment. People Are Talking About Your Brand! Do You Know What They Are Saying??? Do You Have A Plan For Listening? For Responding?. PART OF THE PUBLIC RELATIONS FUNCTION?. Offline Techniques Including

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REPUTATION MONITORING AND MANAGEMENT

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  1. REPUTATION MONITORING AND MANAGEMENT

  2. Reputation Monitoring and Managment People Are Talking About Your Brand! Do You Know What They Are Saying??? Do You Have A Plan • For Listening? • For Responding?

  3. PART OF THE PUBLIC RELATIONS FUNCTION? • Offline Techniques Including • Press Releases • Placement of Content/Features • The Web Has Added • Press Releases Optimized for Search • Reputation Management

  4. OPTIMIZE PRESS RELEASES FOR SEARCH • Select Most Important Keyword • Place In Headline, Subhead, Body (3 times or more) • Include Complete Website URL (http://) • Use Generic Product Name • Post On Website as Separate Page • Send To Distribution Services • Tag Entries – Keywords, Categories • Can Also Use an Online Distribution Service Optimizing Press Releases to Show Up in Search Engines http://aboutpublicrelations.net/ucyudkin2a.htm

  5. OVERLAP – STRATEGY AND MONITORING

  6. Monitoring for reputation management

  7. ONE VIEW OF THE SOCIAL WEB http://scobleizer.com/2007/11/02/social-media-starfish/

  8. GOOGLE ALERTS—’TRADITIONAL WEB’

  9. Services are Springing Up

  10. FREE MONITORING TOOLS Have To Configure Properly See URL for More Tools, Posts on How to Use http://mashable.com/2008/12/24/free-brand-monitoring-tools/

  11. NOTE THE INTERACTIVE, CONTEXTUAL AD

  12. NEXT STEP—PAID TOOLS? Now, build your Topic Analysis widget using a selection of keywords, or choose to graph and display results from your entire topic profile . . . You can also sort your Topic Analysis results by eight different conversation metrics that demonstrate the discussion and engagement around your topic or keywords including: •    number of posts•    comment count•    view count•    vote count•    Twitter followers•    on topic inbound links•    total inbound links•    number of unique sources http://www.radian6.com/blog/148/data-analysis-more-ways-to-slice-and-dice/

  13. CONSULTING/ SERVICES FIRMS http://www.trackur.com/video-tour.php

  14. DIY YOUR OWN DASHBOARD? http://www.aimclearblog.com/2009/03/16/how-to-build-a-reputation-monitoring-dashboard/

  15. A ROBERTS RULE http://mashable.com/2008/12/29/brand-reputation-monitoring-tools/ Don’t Pay for Tools Until You’ve Got Free Ones Working— And Can PROVE That Your Programs and the Metrics They Produce ARE INFLUENCING DECISIONS (Marketing and Corporate)

  16. More Reliable to Track Individual Platforms?

  17. TWITTER AS AN EXAMPLE http://blog.hubspot.com/blog/tabid/6307/bid/4584/New-Data-on-Top-Twitter-Applications-and-Usage.aspx http://blog.hubspot.com/blog/tabid/6307/bid/4439/State-of-the-Twittersphere-Q4-2008-Report.aspx http://www.briansolis.com/2008/10/twitter-tools-for-community-and.html Updated Post http://mashable.com/2008/05/24/14-more-twitter-tools/ Less Recent But Has 140 Tools

  18. ANOTHER ROBERTS RULE If You Are Using Multiple Tools, You Are Soon Going To Require Some Aggregation/Filtering Tools Free, Paid or DIY

  19. DANGERS TO AVOID

  20. ‘BLACK HAT’ REPUTATION MONITORING In Social Media • False Ads, False Profiles, False Statements, Misleading URLs, ‘Flogs,’ Pay to Post, Other??? • http://www.reputationadvisor.com/reputation-sabotage-is-the-future-of-black-hat/ Overlap With Black Hat Search • Attempt To Trick Search Engines – Can Result in Banning • Hiding Keywords with White-on-White Text • Create Irrelevant Pages Just for the Spiders • Misuse of Meta Tags • All Search Engines Have Webmaster Pages There Will Always Be Gray Techniques • http://www.aimclearblog.com/2009/03/27/massage-ppc-with-not-so-clear-cut-methods/

  21. http://www.businessweek.com/smallbiz/content/apr2008/sb20080430_356835.htmhttp://www.businessweek.com/smallbiz/content/apr2008/sb20080430_356835.htm

  22. WHERE DOES MARKETING STOP AND PR START?(Or Vice Versa, Depending on Your Perspective)

  23. BRAND REPUTATION MANAGEMENT CRITICAL Can’t Afford To Be The Ostrich!! Must Do It Both Effectively and Efficiently!!!!

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