Online reputation management on steroids

Online Reputation on Steroids Content Co Your Brand Ag Hey! Do You Believe That You Can Control Your Brand? Fm Br Agenda Fame XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 We Live in a Social Web World Let‘s Get to Know Each Other! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 Storytelling is a fundamental way of Human‘s Expression I Love True Stories XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 What? VS XPLAIN.co – We Love to Integrate Brands Into People‘s Life a Guitar Stefanos Karagos – ZF Digital 2013 March 2008 Let the Story Begin 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 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 March 2008 Something is Going On Here! 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” XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 We Have Video in Flight! January 2009 After 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 XPLAIN.co – We Love to Integrate Brands Into People‘s Life http://youtu.be/5YGc4zOqozo Stefanos Karagos – ZF Digital 2013 July 2009 Dave Carroll gets his new song, “United Breaks Guitars” on YouTube It becomes Viral immediately, scoring >150.000 views on the first day Mayday, Mayday! United Airlines starts to realize the PR disaster and immediately offers the requested $1.200 reimbursement to Dave Carroll He declines the offer XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 July 10, 2009 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” August 17, 2009 WTF? The song’s sequel, “United Breaks Guitars: Song 2” is released on YouTube By this time, the first song has exceeded million views XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 December, 2009 Time Magazine features “United Breaks Guitars” on no 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 WoW! I‘m on Time Magazine! March 2010 The third song of the trilogy, “United Breaks Guitars: Song 3” is released on YouTube XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 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 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 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 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 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 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 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! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 Engage Advocates & Build Affiliations 80% of reach from marketing campaigns comes from amplification through advocacy, according to a July 2013 study by Social@Ogilvy XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 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! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 It‘s Not About Technology! Marketing Is A P latform-Agnostic! XPLAIN.co – We Love to Integrate Brands Into People‘s Life 10 Stefanos Karagos – ZF Digital 2013 It‘s ALL About People 10 It’s about Communicating with Consumers and cover their Needs XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 Get Some Tools And Start NOW! Google Search Use the same tool that your Customers are using to search about your Brand 2  Mention Monitor millions of sources in 42 languages 3  Google Alerts Get notified the moment that someone writes something about your Brand 4  HootSuite Manage all of your Social Media Profiles And Monitor Your SM reputation 5  Wildfire Monitor what your Competitors are doing in Social Media 1  google.ro mention.net google.com/alerts hootsuite.com monitor.wildfireapp.com XPLAIN.co – We Love to Integrate Brands Into People‘s Life We ALL Love Guitars Now ;-) 11 Stefanos Karagos – ZF Digital 2013 You Need Professionals To Create a Solid Strategic Framework You Need a Coach Even when You are the Best P layer in the World! 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! XPLAIN.co – We Love to Integrate Brands Into People‘s Life +1 Stefanos Karagos – ZF Digital 2013 Be Prepared and Don‘t be Afraid of the New XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 But ALWAYS Keep Your Brand Clear! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 And not Forget A brand is no longer what we tell the Consumer it is It is what Consumers tell each other it is Scott Cook, Intuit XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 For The GREAT Experience! THANK YOU! Contact Us If You Want to Build Your Reputation linkedin.com/company/xplain fb.com/XPLAIN.co LetsRock@XPLAIN.co slideshare.net/XPLAIN twitter.com/x_plain XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 ? QUESTIONS PLS! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 [...]... Generated Content Consumers ARE the Media! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 Source: Market Watch 2013 94% of clicked Search Results are Organic, NO T Paid Your Online Reputation Matters! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 Source: WPR.org 2012 92% of Consumers Trust Opinions Posted Online. .. Understood the Context first It‘s Social Web NO T Just Social Media Social Web is Pure Content & Consumers Data Economic Recession Push Consumers To Search for the BEST Solution Loyalty Doesn‘t Exists The Way We Knew it The Context (some of ) Social means People NO T Brands Business Is NO T „As Usual“ Anymore Consumers Behavior Has Ghanged ZMO T is the Reality More Sales are Coming Via Recommendations You... DEFENDING AN ONLINE REPUTATION, THERE’S A WRONG WAY AND A RIGHT WAY EVEN MORE! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 No Reputation Management? If You aren’t Monitoring your Reputation Online, You have NO Idea What People are Saying XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 80% of CEOs Believe that Users... Experience with their Products Only 8% of the Users believe so Source: BCG 2011 XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 No Reputation Management? Negative Reviews, Bad Reviews, Trolling Online Attacks can haunt your Brand for a Long Time XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 Don‘t make even a half step,... In-store Second Moment of Truth Experience Which becomes the next person’s ZMOT XPLAIN.co – We Love to Integrate Brands Into People‘s Life Source: Google 2013 Stefanos Karagos – ZF Digital 2013 NOW! IT’S TIME TO CONTROL THE AGENDA! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 WHEN IT COMES TO MAINTAINING OR DEFENDING AN ONLINE REPUTATION, THERE’S A WRONG WAY... Recommendations You Can‘t Hide A Bad Product/Service as long as it‘s on the Selves XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 It‘s A Reputation Engine OK! We Got it! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 Reputation is Your Brand's Treasure Your Main Asset Reputation is Directly Related with Your Brand Equity... 2013 Source: XPLAIN Research Lab 2013 73% are Searching for Solutions 14 times a week and only once for Brands What is the Solution You Offer? XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 Source: SatMetrix 2011 75% of People don’t Believe that Companies tell the Truth in Advertisements Traditional Ads are not Trusted XPLAIN.co – We Love to Integrate Brands... Breaks Guitars: The Power of One Voice in the Age of Social Media”, detailing his adventure XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 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... willing to spread the Bad Experience than to the Good one Auuch!!! This is Really BAD XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 Take it Easy ;-) YOU DON’T CONTROL YOUR BRAND! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 Repeat after Me YOU CAN’T CONTROL YOUR BRAND! XPLAIN.co – We Love to Integrate Brands... Karagos – ZF Digital 2013 YES YOU CAN! YOU CAN CONTROL THE AGENDA! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 This Was the Traditional 3 Step Mental Model of Marketing FMO T: was coined by P&G in 2005 Stimulus First Moment of Truth At shelf In-store XPLAIN.co – We Love to Integrate Brands Into People‘s Life Second Moment of Truth Experience Stefanos Karagos ... Your Online Reputation Matters! XPLAIN.co – We Love to Integrate Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 Source: WPR.org 2012 92% of Consumers Trust Opinions Posted Online. .. Brands Into People‘s Life Stefanos Karagos – ZF Digital 2013 No Reputation Management? If You aren’t Monitoring your Reputation Online, You have NO Idea What People are Saying XPLAIN.co – We Love... Understood the Context first It‘s Social Web NO T Just Social Media Social Web is Pure Content & Consumers Data Economic Recession Push Consumers To Search for the BEST Solution Loyalty Doesn‘t