At ad:tech I got to thinking a lot about websites and online marketing in general. It was nice to temporarily get out of affiliate manager and affiliate marketing mode and look at online marketing with a more open view. A recurring theme with the sessions I attended was to look at your marketing channels with a more holistic view instead of in a vacuum. Teamwork is always important, even in marketing. You’re all working for one goal – a growing and thriving business. So it really benefits any one arm of a company’s marketing department or hired agency to work with the other arms to achieve their common goal. Here’s a few book suggestions to help you broaden your online marketing horizons.

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I vow to present you with unbiased notes since I’m a big fan of Trackur & Andy Beal on the Reputation Management school of thought, so I hope to expand my own knowledge a bit.  The panel consisted of:

• Paull Young, Senior Strategist, Converseon
• Todd Steinman, COO, M80
• Daniel Riveong, Head of Search Marketing, e-storm.com

The presentation was a good overview on reputation management.  All three had their own slide shows which was a bit awkward, but I’m just a girl in love with unity.  Daniel’s presentation was more of a high level overview while Todd’s was a best practices lesson.  Todd’s was also too fast for the amount of data he had within the slides.

Paull didn’t even start until 1:52 for the panel that’s scheduled to end at 2, so it was pretty rushed, but his was mostly a case study on what Converseon did with Graco.  Is it just me or doesn’t the note “proprietary and confidential” in the footer of a presentation usual mean it’s only meant for internal eyes?  I’m not saying he was presenting something that wasn’t for public eyes, but it irritates me when people don’t pay attention to details like removing that from the template you use.

Bullet Point Review!

• “Word of mouth is now a public conversation, carried n blog comments and customer reviews” – Chris Anderson.
• Google has turned into a reputation engine.
• News travels faster and further (Good news travels fast, bad news travels faster).
• Ignorance is throwing money away.
• Bad Customer Experience -> Unsolved Issues -> Bad Reputation
• 2% reduction in negative word of mouth boost sales growth by 1% (London School of Economics study).
• How do you start?  Build customer relationships, offer great customer service.  You need to increase the goodwill invested in your brand (make whuffie!)
• Listen -> Respond -> Engage.  Measure is an underlying factor and the listening process continues.
• Know how to respond to the community in their own language.
• Understand where your customers are when deciding where you want to be – don’t just jump on the bandwagon with the newest technology.
• Where are people talking about us?
  • Search your company name, url, products, public facing employees (not always the CEO), competing products, descriptions (company name + sucks, company name + rocks, company name + review + sucks).
• How do you track the conversation?  There are tools that can help you beyond Google Alerts, like Trackur, BuzzLogic, and Cymfony.
• Find your voice – how do you engage with people?  Often you might make this more complicated than it is.
• There’s a certain amount of casualness and informality when engaging.  When you think about “how do I talk to bloggers or twitterers” remember that they’re people too, just talk to them like a person.
• Public Relations vs. Public Relationships is a required mind shift.
• Speak as a peer, not a spokesman.
• Negative comments?  Be transparent and honest.
• When you get feedback you still have to process it and decide what works – don’t be dictated by negative feedback.
• It’s easy to say “Home Depot sucks” but it’s harder to say “Daniel from Home Depot sucks” when you know he’s listening and engaging.
• Good examples of corporations finding their voice: 10 Downing Street, H&R Block, and Zappos on Twitter.
• Advertisers are talking about it because they’ve heard it will “go viral” and that it’s cheap.
• Advertisers are still coming from a world where they want to control the message and are sticking with known, comfortable advertising methods.
• Be useful – the best advertising is something that is useful to the target customers.
• Make a social media commitment – advertising used to be about campaigns, but not anymore.
• Read & react in real time – engage without delay.  Helps to relay that there’s a real person on the other end and softens interactions.
• Keep the channel open and on.
• Establish a baseline to help measure effectiveness and set the benchmark for a brand or roduct.
• Listen and understand while setting up access for social influencers and media.
• Necessary considerations: preparation, messaging, conversation focus, authority, tonality.
• It’s about nuance messaging.
• Tonality: formal, canned, contextual, echo.
• Authority: accurately state who you represent – it’s slightly above and beyond just transparency.
• Use subject matter experts!
• Also amplify positive sentiment to overturn any negative sentiments.
• Another tool for brand management: Visible Technologies (allows you to track sentiment and top authors and the screen shot of the dashboards did look awfully cool), sentiment maps.
• Quick & Dirty tools: Twitter Search, Google Blog Search, Technorati Search.
• Converseon as a tool called eResponder that easily aggregates what people are saying.

Points brought up during the Q&A

• For a mid-sized company that can’t hire a community manager to engage or monitor, how do you train someone internally to handle a social media crisis?  You have three sentiment types – positive, neutral, and negative.  Go to the positive sentiments and amplify, try to sway neutral, you may choose to pass on negative if you think they’re obviously goading you into the “wrong” reaction.
• You have to understand who’s behind the negative sentiment – if they’re usually a pretty sarcastic blog then you might just want to ignore it, but if they’re a serious publication you may want to pay more attention & tackle it.
• Let a community manager “take their lumps” with another company, then hire them.
• Any difference in reputation management between B2B and B2C – nope, you’re still talking to a group of people.  More subject matter expertise is needed in B2B but the general approach is the same.
• With B2B there might be less volume but the price tags are higher so it might even be more important to engage and sway that ill sentiment.
• At the very least, understand what’s being said about you.
• Working with both the PR and Marketing teams, but also research, media buying, advertising, and more and more customer service departments.  It really differs from company to company, and they usually touch base with legal as well.  Adapt from company to company.  More and more, it’s whoever the social media representative it is, but many companies are hiring someone specific relegated to that position.

At least Paull’s presentation was really short, so he did finish by 1:59!  I appreciated that there was still about 10 minutes of Q&A because some of the questions were really good.  Although sorry Daniel – one Office Space screen shot is just not enough for my blood!  Overall, it was an effective presentation and I actually did pick up a lot of tools that I previously didn’t know about.  I appreciated that Daniel didn’t really throw out what his company does and just stuck to the facts that people want to hear, and Todd kept his plug to a very minimum only once really mentioning what it was that M80 does.  Of course with any case study the company who helped them has to toot their own horn, but I expected that from seeing past speakers who represented Converseon.

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In a possible fail of the Disqus comment system (say it ain’t so, @DanielHa!) I’ve been informed that the comments on my original blog post about my contest appear to be closed.

So in an effort to wrap this bad boy up, entries are welcome via comment on ANY post. Deadline is still Sunday.

I’m going to stick with my original way of entering – write a post in your blog about why you read my blog. Link baiting? I won’t deny it. I got a good suggestion from Andrew Wee of WhoIsAndrewWee.com to forget the link bait entry model and go with random or a survey. Good idea, but it’ll have to wait for the next contest. I’ve never been one to change the rules mid-game (unless it meant winning at Monopoly).

First prize is still a 6 month subscription to Trackur reputation management service courtesy of Andy Beal. Second prize is a Creative Vado pocket video camera courtesy of James Seligman. Third prize is 6 months of ad space at FreshySEO.com courtesy of Eric J. Odom.

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