online reputation risks for startups and big brands - w3police
Post on 22-Jul-2016
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9Online ReputationThreats That Are Killing Brands
Fighting online brand wars? Saddle up your brand against these online reputation attacks first.
1
BADAny type of publicity is good for the brand is a myth. Bad/negative media coverage canlead to a trust deficit in no time.
BADBAD
Negative Media Coverage = Ruined public image
In 2011, Toyota faced the ire of the media when it delayed recall of 5.2 million cars having faulty steering problems. Later it was found that the delay was not intentional but the damaged was already done to the image of the company.the image of the company.
Toyota
Negative Media Coverage - Lesson To Learn
2
Negative Visual Content- Pictures talk
Negative, shocking or abusive photos & videos leave greater impact than words can. Biggest blunders of this sort usually happen when the personal
and professional lives are mingled with each other.
Treat them separately
Abusive photos
Shocking Videos
Negative Words
80%
60%
20%
Negative Visual Content- Lesson To Learn
US AirwaysUS Airways accidentally posted pornographic pictures while replying to a customer on Twitter in 2014. Although they made a public apology but it led to a series of sarcastictweets and parodies of the tweets and parodies of the company.
3
Fake Accounts Created By Hackers – Most Malicious
Save your brand from fake online account and intruders who hack website/profiles and then start posting nonsense.Help users differentiate between you and fake profiles in the name of your brand.
Keep a similar presence of Keep a similar presence of your brand across all social networks
Fake Accounts Created By Hackers – Lesson To Learn
When BP was dealing with the catastrophe of oil leak in Gulf of Mexico, a new war front emerged for the company on Twitter. A Fake account was created to make BP look like a company that did not care about the accident. This created about the accident. This created a lot of buzz and was even acknowledged by mainstream media.
When BP was dealing with the catastrophe of oil leak in Gulf of Mexico, a new war front emerged for the company on Twitter. A Fake account was created to make BP look like a company that did not care about the accident. This created
British Petroleum
4
Rival A acks By Competitors – Keep an eagle eye to combat
All these are part and parcel of being a brand but if you don’t control the aftereffects in time, they can lead to reputation hurt. So, monitor your
presence constantly and make sure your target users remain unaffected of these attacks.
Corporateespionage
False accusationsby competitors
Fake stories planted by haters
Perceptionbattles
Rival A acks By Competitors – Lesson To Learn
Bendgate is a known controversy involving iPhone models from Apple. Although the problems were not major, it was hyped by Apple’s
competitors in order to make the products look faulty.
Apple
5
Newsjacking – Don’t invest in a flop show
Using breaking news to boost your reputation or trying to generate fake media coverage can backfire. Newsjacking can uproot trust of target audience, and can
project you as unreliable brand.
Newsjacking – Lesson To Learn
Gap, A clothing line, took a huge brand bashing when it tried to newsjack hurricanesandy tragedy to promote
itself.
GAP
6
Hate Pages And Websites – Ignoring is death for a brand
Commonly, the haters post provoking updates & comments on forums and social networks, which creates a void for potential customer base and damages the online reputation of a business.
This can turn out to be more This can turn out to be more defaming, abusive and vulgar with threaded comments that follow.
Hate Pages And Websites – Lesson To Learn
is one such website that tarnishes the image of the
airline in front ofprospective customer.
iHateryanair.org
I HateRyanairI Hate
7
Online Rumors – Nip in the bud
People start believing to what they see repetitively and take every rumor with a pinch of salt. Keep a close watch on negative information circulated about your
business son web.
Put a full stop to them before they are taken seriously
Online Rumors – Lesson To Learn
Michael Jackson has been the receiver of many rumors ranging from child molester to plastic surgeries. This damaged the career of the singer way before his death.
Michael Jackson
8
Review Websites – Customers’ feedbacks easily get viral
One-star increase in Yelp rating leads to a 5-10% increase in revenue for businesses while a negative content can kill the revenue and goodwill.
Do reputation building to Do reputation building to save your business from
bad reviews
Review Websites – Lesson To Learn
Many brands have taken a beating on websites like ripoffreport.com and yelp, where bad review pages are common. This leads to a huge backlash of the brand in front
of the customers.
Yelp
9
Black Hat Guys – Penultimate form of reputation disaster
Black hat techniques are used for negative marketing of the competitor.
Negative SEO is highly difficult to come into notice and can prove terribly risky for brand image.
Black Hat Guys – Lesson To Learn
is known to tarnish image of its competitors, but it crossed the line when it was found that it paid people to write negative online reviews about HTC phones. It also had to pay a fine for indulging in
such activities.such activities.
Samsungis known to tarnish image of its competitors, but it crossed the line when it was found that it paid people to write negative online reviews about HTC phones. It also had to pay a fine for indulging in
such activities.
Samsung
The Boom Line
You cannot ignore the chatter going on related to you or your brand. Dealing with negative online content is the topmost business concern for 90% of the
businesses.
‘Stay prepared’ is the only way to deal with online reputation attacks
Incorporate a well laid ORM strategy
Gain trust of your consumers
Strengthen relationship with end users
Contact w3Police to Build, Repair, Monitor Online Reputation
Call us at:{IND} +91-95555 96666{USA} +1 469 844 3346
E-mail us at:sales@w3police.com
Visit Our website:http://www.w3police.com/
Internet is the harbinger on open information sharing.You will never know when your Brand is being attacked or been criticized.
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