1. WebPR and Online Reputation Management

2. “ Public relations is the practice of managing the flow of information between an organisation and its publics.” Wikipedia

3. How is WebPR different?

4. You have less control…

5. … over FAR MORE channels

6. Websites Blogs Forums Social networks Instant messenger Email SMS Twitter

7. Your market has less attention…

8. …and they only care about themselves

10. Lets look at blogs specifically…

11. Well over 120 million blogs

12. Still over 200 000 new ones created daily

13. “kudos” 305 000 blogs

14. “boycott” 153 000 blogs

15. “scam” 253 000 blogs

16. People are talking…

17. Why are blogs important?

18. They dominate search results

19. They are the voice of your brand perception

20. 1.2 million people search for “Delta Airlines” each month.

23. So consumers have a voice like never before!

24. Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration. European Travel Commission

25. 88% of Trip Advisor visitors are influenced by the content the read on the site

27. Consumer Generated Content influences over $10 Billion per year in online travel Compete.com

28. Even Twitter has made things more complex!

32. So, how do we tame this wild beast?

33. We don’t!

34. Listen | THINK | Engage

35. Lets start with the listening…

36. Online Reputation Monitoring

37. “ 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

38. 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.

39. How is online reputation different?

40. It spreads faster...

41. … and the evidence lasts longer

42. 2 primary methods of monitoring reputation

43. Mention tracking and buzz tracking

44. Buzz tracking uses AI to determine sentiment

45. It is the only realistic option for mega brands

46. Mention trackers report back on individual mentions

48. No sentiment analysis or reporting

51. what to track?

52. as much as possible

53. company names

54. brand names

55. employee names

56. service types / names

57. events

58. outgoing communications – track unique text such as article titles.

59. track everything and refine your tracking

60. Data stored for each mention:

61. Page Level Data URL Page title Author Date published Date picked up PageRank Alexa Rank

62. 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

64. Using the Data

65. Trigger custom notifications based on mention status

66. Some examples…

67. High severity: trigger an SMS to the CEO Low severity: trigger an email to the contact centre

68. High positive: trigger email to marketing/PR > testimonials! Low positive: trigger an email to SEO team > link building!

69. Reporting

70. who is talking about you?

72. what is their sentiment?

74. Where is it originating?

76. Custom reports across any criteria

78. Reputation scoring

79. Feed ALL mention data into an algorithm

82. Trend watching

83. Competitor mapping and benchmarking

84. strengths and weaknesses within the brand

86. OK… so now we understand our reputation

87. What are the tools we can use to communicate?

88. Firstly have a blog – it gives you a voice when you need one

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

90. Blogging is NOT difficult if you are an open organisation

91. Create a blogging culture and the rest will take care of itself

92. Then there is the traditional press release

93. But online it needs to be tweaked

94. Remember, they don’t care so lose the ego

95. And make sure its been optimised for search engines

96. Make sure it contains keyword rich links back to your website

97. Get it indexed on your site first!

98. Make sure its social media friendly

99. Social Media is designed to be shared.

100. Sharing through WOM, but also stimulated through social bookmarking and aggregators

103. The press release has evolved…

104. The Social Media Press Release

108. And with social media, comes multimedia

109. Use images, audio and video only where they are relevant and add value to the message

110. You can submit your article to free and/or paid directories

111. You can submit it to specific journalists and bloggers

112. But don’t spam

113. Online relationships are far more fragile

115. Remember, offline often = online these days!

116. But WebPR is NOT just about online press releases

117. Remember, its about managing the flow of information

118. Blogger relations

119. Dangerous, but potentially rewarding territory

120. Engage one on one or through a campaign

121. Either way, make sure you truly understand them. They are not just a marketing channel!

125. Be warned though… not everyone is friendly…

127. Don’t let it get you down!

128. Be open, be honest, be real

129. If your intentions are genuine, this will shine through

130. Engaging through social networks

131. First choose your battles

132. Social network efforts cost very little money, but do take a lot of time – spend it wisely!

133. You are in THEIR social space, act like it!

134. Facebook as an example…

138. The Google CV!

142. Santorum: Most Outrageous Word of 2004 American Dialogue Society

143. But its not just about the bad stuff…

145. Control your assets

147. Thank You