social media reputation management course

Reputation management

Guillaume Erétéoguillaume@ereteo.net

small fact

Fired on facebook

big consequences

breaking news!!!

"Le Canard enchainé", France 14 may 2008

"sur 2800 tonnes d’huile apparemment irréprochable, livrées en France, 19 tonnes auraient mieux fait d’aller graisser des rouages et des pistons que des gosiers. "

motor oil in alimentary oil!

"Le Canard enchainé", France 14 may 2008

Lesieur scammed by a supplier that delivered motor oil.

"Saipol, la maison mère de Lesieur, […], a reçu sa cargaison d’huile frelatée fin février. Et n’y a vu que du feu."

"Le Canard enchainé", France, 14 may 2008

It was not their fault but they try to hide it and fail…

"Jusqu’à ce qu’un mois plus tard un industriel du nord de l’Europe, destinataire du même lot, l’informe après analyse que quelque chose clochait dans l’huile de tournesol ukrainienne ." ce n’est qu’un mois plus tard que Lesieur a enfin sonné l’alerte auprès de la Répression de fraudes "

Huge consequences

example of snow ball

a blog post that echo the information

a reaction

"thanks for sharing!" "I don't trust alimentary industry anymore."

Another one…

"fuck these brands. let's buy something else!"

spreading from one place to another one…

and in another way

few weeks later the brand awoke

"This is a big snow ball…we should probably do something…"

and finally join the conversation

But…this story is now part of Lesieur's online identity

One year later

and now?

Can't we do something?

1. LISTEN!!!!• What is said about your brand/products?• Who talk about your brand/products?• Where do they talk about your

brand/products?

in short What / Who / where ;)

GoogleAnalyze your global identity

start by the name of your brand

• Check titles and content• Check who owns the web

sites• Check images and videos• Check related searches

Look for related searches

try negative keywords

Do not forget your products

Google

watch important and known issues

Increase your reactivity!

RSS? Atom? WTF are these feeds?

• [video]: demo google reader http://www.youtube.com/watch?v=PvKFP67GwSY

Real time

and any sites relevant to your brand

which keyword do my customers use?

Related searches

https://adwords.google.fr/select/KeywordToolExternal

2. Answer

I found embarrassing content

What should I do?

Identify important issues

select before answering

20% of causes produce 80% of effects Vilfredo Pareto

clearly identify yourself

Avoid contradictory answers

(The truth generally enhance consistency ;) )

Calm down! Think before answering!

3. Anticipatingjoin the conversation

Leclerc: a similar case than Lesieur

Germs in meat and ill children

But another management

directly announced on CEO’s blog!

no snow ball!

and a better online identity

Social after sale services

Propose a place for your customer’s complaints

In order to better control this conversation

Find and stenghen your community

guillaume@ereteo.nettwitter.com/ereteog