MY HOLIDAY EXPERIENCE
Completed Online Complaints Form; Waited 10 Days for
a Response
Sent a Tweet to BA; Waited 10 Minutes
for a Response
Waited 5 More Days; No Response
Sent a 2nd Tweet; Response in 10
Minutes
16 days after initial OFFLINE complaint was raised, I got a response
Uncover and Respond to all mentions (online & offline)
THE NEGATIVE
Respond publically so others can see your response
Never respond posing as a ‘happy customer’
Don’t ignore negative press, it won’t go away
Acknowledge & reward positive feedback
THE POSITIVE
Keep a record of your brand angels
Dedicate time and resources to network & engage with your fans
Respond to any questions they have
Negative Comments
Positive Comments
Competitors
Content Drivers
Trademark Infringement
Counterfeit Sites
WHAT IS BRAND MONITORING?
PHRASES TO MONITOR
Your Brand Name
Common
Misspellings
Trademarks /
Copyrights
Your Competitors
Abbreviations
Team Member Names
SITES TO MONITOR
Your Site
Social Media
Industry Related Blogs
Personal Blogs
Forums
Reviews
Articles
Photos
Competitors
Videos
THIS TAKES TIMEOver 30 hours a month monitoring mentions
A generic brand
name will take you
a lot longerBrand monitoring
should be part of
your day-to-day job
Gain fantastic FREE insights into how your brand is shared socially, with Google Analytics
reporting
NEW SOCIAL REPORTING
The launch caused a bit of a stir. You can
now see how content is shared - by user!
TRADEMARK YOUR BRAND
Engage a Specialist
Understand the
Classes &
Locations
Become Familiar
with the IPODon’t forget the renewal
Trademarking should be a priority for all brands
LET’S GET SOCIAL
Create new profiles
Update existing
profiles
Monitor for any
new platforms
Claim your social media profiles before someone else does
DOMAINS ARE FAMILY
Stop cybersquatters - register your domain variations
Relevant TLDs Common
Misspellings
Think about the
futureRedirect to main domain
“Customers find incredible detail online, from every possible source.” ~ Dina Howell ‘Saatchi & Saatchi X’
“If consumers will do research online for houses and health care, they’ll also do it for band-aids and ballpoint pens.” ~ Jim Lecinski ‘Zero Moment of Truth’
TOP RANKING SITES1 - Domains
2 - Wikipedia3 - News
4 - Financials5 - Customers
6 – Social Profiles7 - Niche Sites
8 - Vouchers9 - Industry
10 - Videos
BUILD RELEVANCE
Your Website
Extra Domain
Wikipedia
Press Release
Social Profiles
Google+
YouTube Facebook
Google+
YouTube
Infographic
Your Blog
Guest Blog
Your Blog
News
News
News
IMAGE CREDITS4 - http://en.fotolia.com/id/32548809
5 - http://en.fotolia.com/id/32548809
10 - http://www.imdb.com/media/rm701930752/tt0390521
12 - http://practicalramblings.wordpress.com/2008/01/31/target-needs-to-jump-on-the-social-media-bandwagon/ Bennett Williamson
15 - http://www.airport-parking.tv/baggage_allowance_BA.htm
22 - http://en.fotolia.com/id/6259932
47 - http://www.erc.org.au/ERBEI/?p=1620
49 - http://eatoutmagazine.co.uk/kfc-becomes-first-quick-service-restaurant-offer-honours-degree-course
52 - Todd Barnard (http://www.flickr.com/photos/ronin691/5790934897/)
53 - www.datadial.net/blog/index.php/2009/02/25/ryanair-is-their-attitude-to-online-pr-part-of-a-bigger-reputation-problem