Online Reputation on Steroids Co Ag Your Brand ! y e H Do - - PowerPoint PPT Presentation
Content Online Reputation on Steroids Co Ag Your Brand ! y e H Do You Believe That You Can Control Fm Br Agenda Your Brand? Fame XPLAIN.co We Love to Integrate Brands Into Peoples Life Stefanos Karagos ZF Digital 2013 We
Fm Br Co Ag
Fame Your Brand Content Agenda
Do You Believe That You Can Control Your Brand?
H e y !
We Live in a Social Web World
Storytelling is a fundamental way
VS a ...Guitar
What?
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. As a result, his guitar was broken.
March 2008
Let the Story Begin
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”.
March 2008
Something is Going On Here!
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.
January 2009
We Have Video in Flight!
http://youtu.be/5YGc4zOqozo
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!
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 song has exceeded 5 million views. WTF?
Time Magazine features “United Breaks Guitars” on
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!
Dave Carroll publishes his book “United Breaks Guitars: The Power of One Voice in the Age of Social Media”, detailing his adventure.
May 2012
It‘s Time for Breakeven!
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...?
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
I Love Facts as They Prove I‘m Right ;-)
User Generated Content
Source: Internetstats 2012 Posted Online By Other Consumers
70% Trust Unknown Users 27% Trust Experts 14% Trust Advertising 8% Trust Celebrities
+
Source: WPR.org 2012 Of all Shoppers use Online Search in the path to Purchase
Source: Google 2013 are Searching for Solutions 14 times a week and only once for Brands
Source: XPLAIN Research Lab 2013 tell the Truth in Advertisements.
Source: SatMetrix 2011 are more willing to spread the Bad Experience than to the Good one.
Source: Saleforce 2012 Take it Easy ;-)
Repeat after Me
Yes, There is a BUT
YES YOU CAN!
This Was the Traditional 3 Step Mental Model of Marketing
First Moment of Truth Second Moment of Truth Stimulus
At shelf In-store Experience
FMOT: was coined by P&G in 2005
ZMOT: The New Mental Model of Marketing
Source: Google 2013 NOW!
IT’S TIME TO CONTROL THE AGENDA!
WHEN IT COMES TO MAINTAINING OR DEFENDING AN ONLINE REPUTATION, THERE’S A WRONG WAY AND A RIGHT WAY.
EVEN MORE!
No Reputation Management?
If You aren’t Monitoring your Reputation Online, You have NO Idea What People are Saying.
80% of CEOs Believe that Users have Great Experience with their Products.
Source: BCG 2011
80% of CEOs Believe that Users have Great Experience with their Products. Only
Source: BCG 2011
Negative Reviews, Bad Reviews, Trolling Online Attacks can haunt your Brand for a Long Time.
No Reputation Management?
Consumers Behavior Has Ghanged ZMOT 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 NOT Just Social Media Loyalty Doesn‘t Exists The Way We Knew it Social Web is Pure Content & Consumers Data Social means People NOT Brands More Sales are Coming Via Recommendations Business Is NOT „As Usual“ Anymore You Can‘t Hide A Bad Product/Service as long as it‘s on the Selves
(some of)
It‘s A Reputation Engine
OK! We Got it!
Reputation is Your Brand's Treasure. Your Main Asset. Reputation is Directly Related with Your Brand Equity. And Brand Equity Leads to Better Performance.
AND NOW WHAT?
Start with the Basics
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.
11+1 Steps
... 1 2 3 4 11 And Now Follow the Path
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
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. Recommendation: Register to any industry-specific social networks.
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 to cover these needs in the right context.
Create Unique Experiences Consumers want to Share!
People share their Feelings, Thoughts and Experiences. Offer them valuable and useful Experiences, to bring them closer to your Brand, and they will be happy to share it with others.
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 took to avoid the same issue in the future.
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 detailed action plan and ONLY then start acting.
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!
Engage Advocates & Build Affiliations
80% of reach from marketing campaigns comes from amplification through advocacy, according to a July 2013 study by Social@Ogilvy.
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!
It‘s Not About Technology!
Marketing Is A Platform-Agnostic!
It‘s ALL About People
It’s about Communicating with Consumers and cover their Needs.
Get Some Tools And Start NOW!
We ALL Love Guitars Now ;-)
Monitor millions of sources in 42 languages 1 Google Search 2 Mention 3 Google Alerts 4 HootSuite 5 Wildfire Use the same tool that your Customers are using to search about your Brand Get notified the moment that someone writes something about your Brand Monitor what your Competitors are doing in Social Media Manage all of your Social Media Profiles And Monitor Your SM reputation
google.ro google.com/alerts mention.net hootsuite.com monitor.wildfireapp.com
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 Player in the World!
Be Prepared and Don‘t be Afraid of the New.
But ALWAYS Keep Your Brand Clear!
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
For The GREAT Experience! Con
tact Us If Y s If You Wan
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LetsRock@XPLAIN.co
fb.com/XPLAIN.co linkedin.com/company/xplain twitter.com/x_plain slideshare.net/XPLAIN
QUESTIONS PLS!