Your reputation online can make or break you. This session will cover the importance of knowing who's talking about you, what they're saying, and why it's important to proactively manage your reputation online. You'll learn how to identify your content assets, use a push and pull approach, the social platforms that can work for you, a review of the monitoring tools, and see case studies of companies doing it right. This session will help you put a social media strategy to get the right online reputation leading to greater visibility, buzz, and results.

1. ONLINE
REPUTATION
MANAGEMENT
firebellymarketing.com

2. Duncan Alney
President
Firebelly Marketing
www.firebellymarketing.com
duncan@firebellymarketing.com
317-557-4460
@firebelly

3. Firebelly is a social marketing agency
in Broad Ripple focused on:
• content creation
• conversation development
• community management
• buzz monitoring
• reputation management
Clients include:

4. Stats

5. How people share information online
Social Media is 21st Century “Word of Mouth”

6. Over 50% of the world’s population is under 30.
96% of Millennials have joined a social network.
50% of mobile internet traffic is for social networking sites -
imagine what that does for bad customer experiences?
The #2 largest search engine is Youtube.
Facebook tops Google for weekly web traffic in the U.S.

7. 25% of search results for the World’s Top 20 brands are links to
user generated content.
34% of bloggers post opinions about products or brands.
78% of consumers trust peer recommendations.
Only 14% trust advertisements.
Only 18% of TV ad campaigns generate a positive ROI.
90% skip ads with Tivo and DVR.

8. 93% of Americans believe a company
“should have a presence in social media.”
85% say that companies
“should also interact with consumers via social media”
89% of US online buyers read customer reviews
before they purchase.

9. The Trust Deficit

10. Trust in governments, corporations at historic lows
• This trust deficit has created an environment in which social
media can thrive and be believed.
Trust in traditional media has also been eroded
• Getting it first is more important than getting it right.
• This risk is particularly high if the story meets the “prevailing
narrative” both in a crisis & during normal times.
Trust in social media itself is also starting to erode
• Not everything in the social space is true!
• Social media can be manipulated as any other form of
communication.

11. Who do people trust?

13. Audience Survey:
what do YOU
do?

16. Let’s Break It Down
Search | Social | Traditional | WOM

17. Search Social
Traditional Word of Mouth

18. People are talking? Where? Everywhere!
Ratings, Reviews, Blogs, Social, more….

19. Why it’s important.
Customers, competitors, prospects & the media are all listening.
Not to mention family and friends.

20. Know your story
etc
Um…branding

21. Proactively: Create AND Optimize Content
Text | Audio | Video | Images (shh.. Links too)

22. Listen : Monitor

23. Engage: Respond or Conversate
Build relationships
Be human
Use your content

24. Measure your progress

25. Crisis
Preparation
listen
c-level Buy in
experienced team
process
voice
real time
transparency
relationships

26. Monitoring Tools
Free | Affordable | Sophisticated

27. Free Tools

28. Affordable Tools
premium

29. Sophisticated Tools

30. Examples
What happens when you don’t pay attention?

39. Bold Example
Skittles redirects URL to Twitter search.

41. Indiana

46. Agency or In-house?

49. What do you need to understand?
Branding
Search and Social Optimization
Content Development
Conversation Dynamics
Monitoring Technology
Leveraging Traditional Media

50. Recap

51. Listen / monitor
Optimize content and search
Promote
Engage
Measure

52. Duncan Alney
President
Firebelly Marketing
www.firebellymarketing.com
duncan@firebellymarketing.com
317-557-4460
@firebelly

53. ONLINE
REPUTATION
MANAGEMENT
firebellymarketing.com

54. WOM can = Trust