social media reputation management course
TRANSCRIPT
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
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
[email protected]/ereteog