Online reputation management on steroids

XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 Dave Carroll begins contacting United Airlines, asking for $1.200 reimbursement for his gui

Trang 2

XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013

Let‘s Get to Know Each Other!

We Live in a Social Web World

Trang 3

I Love True Stories

Storytelling is a fundamental way

of Human‘s Expression

Trang 4

What?

Trang 5

Musician Dave Carroll boarded a United Airlines

flight to Omaha, Nebraska,

checking in his $3.500 guitar

He claims he witnessed baggage being rough

handled during a stopover in Chicago

Trang 6

Dave Carroll begins contacting United Airlines, asking

for $1.200 reimbursement for his guitar

UA refuses , stating that he processed his claim more

than 24 hours after the flight and could not accept it

Dave Carroll goes as far as to suggest he would accept

flight vouchers instead of cash

United Airlines’ reply was a firm “NO”

Trang 7

After 9 months of unsuccessfully

trying to reach an agreement with

United Airlines, including phone

calls and emails, Dave Carroll

decides to get his revenge the only

way he knows best:

Through writing a song about this

bad experience

Trang 8

Dave Carroll gets his new song, “United Breaks

Guitars” on YouTube It becomes Viral immediately,

scoring >150.000 views on the first day

United Airlines starts to realize the PR disaster and

immediately offers the requested $1.200

reimbursement to Dave Carroll

He declines the offer

July 2009

Mayday, Mayday!

Trang 9

United Airlines’ stock price fell 10%,

causing $180 million losses to stakeholders

The Airline donates $3.500 for music education for

kids, as a “gesture of goodwill”

July 10, 2009

August 17, 2009

The song’s sequel, “ United Breaks Guitars: Song 2 ”

is released on YouTube By this time, the first

WTF?

Trang 10

Time Magazine features “United Breaks Guitars” on

no 7 of its Top-10 list of viral videos of the year

Carroll has already been interviewed more than 200

times on news media regarding the incident

December, 2009

March 2010

The third song of the trilogy, “United Breaks

Guitars: Song 3” is released on YouTube

WoW! I‘m on Time Magazine!

Trang 11

Dave Carroll publishes his book

“ United Breaks Guitars: The Power of One Voice in the

Age of Social Media ”, detailing his adventure

Trang 12

October 23, 2013

The three videos on YouTube have reached more

than 16.500.000 Views

Carroll is now one of the most prominent

speakers on Customer Service issues

United Airlines is still considered a prime

example of bad Customer Service regarding this

incident and the publicity it received

No Happyending ?

Trang 13

It takes 20 years to build a reputation and five minutes to ruin it

If you think about that, you'll do things differently

Waren Buffet

Trang 14

I Love Facts

as They Prove I‘m Right ;-)

Trang 15

Consumers ARE the Media!

95%

of the Global Content is User Generated Content

Source: CMI 2012

Trang 16

94%

of clicked Search Results are Organic, NO T Paid

Source: Market Watch 2013

Trang 17

Things Said About Your Brand

are Important to Your Audience

Source: WPR.org 2012

Trang 18

84%

Of all Shoppers use Online Search

in the path to Purchase

Source: Google 2013

Trang 19

What is the Solution You Offer ?

Trang 20

75%

of People don’t Believe that Companies tell the Truth in Advertisements

Source: SatMetrix 2011

Trang 21

Auuch!!! This is Really BAD

94%

are more willing to spread the Bad Experience than to the Good one

Source: Saleforce 2012

Trang 22

YOU DON’T CONTROL YOUR BRAND!

Take it Easy ;-)

Trang 23

YOU CAN’T CONTROL YOUR BRAND!

Repeat after Me

Trang 24

Yes, There is a BUT

Trang 25

YOU CAN CONTROL THE AGENDA!

YES YOU CAN!

Trang 26

This Was the Traditional 3 Step Mental Model of Marketing

First Moment of Truth

Second Moment of Truth Stimulus

At shelf In-store Experience

FMO T: was coined by P&G in 2005

Trang 27

First Moment of Truth

Second Moment of Truth Stimulus

Pre-shopping | At shelf Experience

ZMOT: The New Mental Model of Marketing

Trang 28

NOW!

IT’S TIME TO CONTROL THE AGENDA!

Trang 29

WHEN IT COMES TO MAINTAINING OR DEFENDING AN ONLINE REPUTATION,

EVEN MORE!

Trang 30

Trang 31

80% of CEOs Believe that

Users have Great Experience

with their Products

Trang 32

80% of CEOs Believe that

Users have Great Experience

with their Products

Only

of the Users believe so

8%

Source: BCG 2011

Trang 33

Negative Reviews, Bad

Reviews, Trolling Online

Brand for a Long Time

No Reputation Management?

Trang 34

Consumers Behavior Has Ghanged

ZMO T is the Reality

Economic Recession Push Consumers To Search

for the BEST Solution

Don‘t make even a half step, if you haven't Understood the Context first

The Context

It‘s Social Web

NO T Just Social Media

Loyalty Doesn‘t Exists The Way We Knew it

Social Web is Pure Content

& Consumers Data

Social means People

NO T Brands

More Sales are Coming Via Recommendations

Business Is NO T

„As Usual“ Anymore

You Can‘t Hide

A Bad Product/Service as long as it‘s on the Selves

(some of)

Trang 35

It‘s A Reputation Engine

OK! We Got it!

Trang 36

Equity

And Brand Equity

Performance

Trang 37

AND NOW WHAT ?

?

Trang 38

Brand‘s Focus Point

Human Optimized Content

Shared Experiences Creation

Owned

& Paid Media

More About Them

Less About You!

The Future of Business

is Based on Shared Experiences

Stay Visibile Where Your Audience is

Trang 39

And Now Follow the Path

Trang 40

Listen Yes, Listen!

Set your listening objectives;

get to know your customers better; identify

influencers, advocates and detractors;

and learn to spot a crisis when it’s brewing

1

Trang 41

Register Brand‘s name across

all major Social Media networks

Control what appears in Search Results by owning your Brand in all the

major social platforms, including Facebook, Twitter, LinkedIn,

Google+, Pinterest and YouTube

Trang 42

Create Human Optimized Content

And Seed it Wisely

No one-fit-all tactics here!

Get to know your target audience’s needs and

expectations and provide high quality, original content

Trang 43

Create Unique Experiences

Consumers want to Share!

People share their Feelings, Thoughts and Experiences

4

Trang 44

In Case of Complains

Keep the Communication Clear!

If you made a mistake, acknowledge it, address it as soon

as possible and announce publicly what measures you

Trang 45

Avoid to Solve the Wrong Problem!

Take the time to analyze the issue you are facing,

identify the reasons that provoked it, set up your

Trang 46

Be Aware of Saturday Mornings

It has been measured globally, that People take more time to get on Social

Media on Weekends and complain about you or praise you!

So, don’t stop listening, just because it's the Weekend!

7

Trang 47

Engage Advocates & Build Affiliations

80% of reach from marketing campaigns comes from amplification through advocacy,

according to a July 2013 study by Social@Ogilvy

Trang 48

Position is Everything! Pick up Your Chair!

You have a Brand and Your Brand has its

Values and USP

Identify them and your target audience,

and stay consistent!

9

Trang 49

It‘s Not About Technology!

Marketing Is A P latform-Agnostic! 10

Trang 50

It‘s ALL About People

It’s about Communicating with

Consumers and cover their Needs

10

Trang 51

Get Some Tools And Start NOW! We ALL Love

Get notified the moment that someone writes something about your Brand

Manage all of your Social Media Profiles And Monitor Your SM reputation

google.ro

google.com/alerts

mention.net

11

Trang 52

You Need Professionals

To Create a Solid Strategic

Framework

Everybody can set up a Social Media account, but you

need a well Structured Social Brand Strategy to get

people engaged and talking about your Brand

And one more thing you need professional advice to

maximize your ROI!

You Need a Coach

Even when You are the Best P layer in the World!

+1

Trang 53

Be Prepared and Don‘t be Afraid of the New

Trang 54

But ALWAYS Keep Your Brand Clear!

Trang 55

A brand is no longer what we tell the Consumer it is

It is what Consumers tell each other it is

Scott Cook, Intuit

And not Forget

Trang 56

THANK YOU!

For The GREAT Experience!

Contact Us If You Want

to Build Your Reputation

LetsRock@XPLAIN.co

fb.com/XPLAIN.co linkedin.com/company/xplain

twitter.com/x_plain slideshare.net/XPLAIN

Trang 57

QUESTIONS PLS!

?

Định dạng
Số trang	57
Dung lượng	9,72 MB