WebPR and Online Reputation Management

“ Public relations is the practice of managing the flow of information between an organisation and its publics.” Wikipedia Headline here as opposed to title - more explanatory, see wiki for more info

How is WebPR different? One point with one sub point

You have less control… One point with one sub point

… over FAR MORE channels One point with one sub point

Websites Blogs Forums Social networks Instant messenger Email SMS Twitter One point with one sub point

Your market has less attention… One point with one sub point

…and they only care about themselves One point with one sub point

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Lets look at blogs specifically… One point with one sub point

Well over 120 million blogs One point with one sub point

Still over 200 000 new ones created daily One point with one sub point

“kudos” 305 000 blogs One point with one sub point

“boycott” 153 000 blogs One point with one sub point

“scam” 253 000 blogs One point with one sub point

People are talking… One point with one sub point

Why are blogs important? One point with one sub point

They dominate search results One point with one sub point

They are the voice of your brand perception One point with one sub point

1.2 million people search for “Delta Airlines” each month. One point with one sub point

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So consumers have a voice like never before! One point with one sub point

Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration. European Travel Commission One point with one sub point

88% of Trip Advisor visitors are influenced by the content the read on the site One point with one sub point

Consumer Generated Content influences over $10 Billion per year in online travel Compete.com One point with one sub point

Even Twitter has made things more complex! One point with one sub point

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So, how do we tame this wild beast? One point with one sub point

We don’t! One point with one sub point

Listen | THINK | Engage One point with one sub point

Lets start with the listening… One point with one sub point

Online Reputation Monitoring One point with one sub point

“ It takes 20 years to build a reputation, and 5 minutes to ruin it “ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things differently. ” Warren Buffet Headline here as opposed to title - more explanatory, see wiki for more info

Wikipedia: reputation is the general opinion, or more technically, a social evaluation, of the public toward a person, a group of people, or an organization. If you want just one point on the page

How is online reputation different? One point with one sub point

It spreads faster... One point with one sub point

… and the evidence lasts longer One point with one sub point

2 primary methods of monitoring reputation One point with one sub point

Mention tracking and buzz tracking One point with one sub point

Buzz tracking uses AI to determine sentiment One point with one sub point

It is the only realistic option for mega brands One point with one sub point

Mention trackers report back on individual mentions One point with one sub point

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No sentiment analysis or reporting One point with one sub point

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what to track? One point with one sub point

as much as possible One point with one sub point

company names One point with one sub point

brand names One point with one sub point

employee names One point with one sub point

service types / names One point with one sub point

events One point with one sub point

outgoing communications – track unique text such as article titles. One point with one sub point

track everything and refine your tracking One point with one sub point

Data stored for each mention: One point with one sub point

Page Level Data URL Page title Author Date published Date picked up PageRank Alexa Rank One point with one sub point

Mention data State (relevant/irrelevant/duplicate/spam) Media Origin (Press/Enterprise/Consumer/Directory Language Credibility (0 to 9; unknown to authoritative) Sentiment (-5 to 5, emergency to celebration, no zero) Number of phrase matches Is the mention linked to your website: Y/N One point with one sub point

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Using the Data One point with one sub point

Trigger custom notifications based on mention status One point with one sub point

Some examples… One point with one sub point

High severity: trigger an SMS to the CEO Low severity: trigger an email to the contact centre One point with one sub point

High positive: trigger email to marketing/PR > testimonials! Low positive: trigger an email to SEO team > link building! One point with one sub point

Reporting One point with one sub point

who is talking about you? One point with one sub point

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what is their sentiment? One point with one sub point

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Where is it originating? One point with one sub point

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Custom reports across any criteria One point with one sub point

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Reputation scoring One point with one sub point

Feed ALL mention data into an algorithm One point with one sub point

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Trend watching One point with one sub point

Competitor mapping and benchmarking One point with one sub point

strengths and weaknesses within the brand One point with one sub point

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OK… so now we understand our reputation One point with one sub point

What are the tools we can use to communicate? One point with one sub point

Firstly have a blog – it gives you a voice when you need one One point with one sub point

Blogging is not just 16 year old girls Source: emarketer.com

Blogging is NOT difficult if you are an open organisation One point with one sub point

Create a blogging culture and the rest will take care of itself One point with one sub point

Then there is the traditional press release One point with one sub point

But online it needs to be tweaked One point with one sub point

Remember, they don’t care so lose the ego One point with one sub point

And make sure its been optimised for search engines One point with one sub point

Make sure it contains keyword rich links back to your website One point with one sub point

Get it indexed on your site first! One point with one sub point

Make sure its social media friendly One point with one sub point

Social Media is designed to be shared. If you want just one point on the page

Sharing through WOM, but also stimulated through social bookmarking and aggregators One point with one sub point

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The press release has evolved… One point with one sub point

The Social Media Press Release One point with one sub point

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And with social media, comes multimedia One point with one sub point

Use images, audio and video only where they are relevant and add value to the message One point with one sub point

You can submit your article to free and/or paid directories One point with one sub point

You can submit it to specific journalists and bloggers One point with one sub point

But don’t spam One point with one sub point

Online relationships are far more fragile One point with one sub point

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Remember, offline often = online these days! One point with one sub point

But WebPR is NOT just about online press releases One point with one sub point

Remember, its about managing the flow of information One point with one sub point

Blogger relations One point with one sub point

Dangerous, but potentially rewarding territory One point with one sub point

Engage one on one or through a campaign One point with one sub point

Either way, make sure you truly understand them Either way, make sure you truly understand them. They are not just a marketing channel! One point with one sub point

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Be warned though… not everyone is friendly… One point with one sub point

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Don’t let it get you down! One point with one sub point

Be open, be honest, be real One point with one sub point

If your intentions are genuine, this will shine through One point with one sub point

Engaging through social networks One point with one sub point

First choose your battles One point with one sub point

Social network efforts cost very little money, but do take a lot of time – spend it wisely! One point with one sub point

You are in THEIR social space, act like it! One point with one sub point

Facebook as an example… One point with one sub point

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The Google CV! One point with one sub point

Santorum: Most Outrageous Word of 2004 American Dialogue Society One point with one sub point

But its not just about the bad stuff… One point with one sub point

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Control your assets

Thank You