online marketing and conceptual thinking - college 3 - online reputation management, casestudies,...

Online Marketing and Conceptual ThinkingLecture 3 – Online Reputation Management, Casestudies, Messaging House

07 October class in Amsterdam! 24Academy Lectures (08:45-10:00 h., no costs).Location: Stadsschouwburg Amsterdam, Grote Zaal.

24Academy Classes (10:30-12:00 h.): "How to make the best use of Twitter in your media blend" by Ashley Vinson, Twitter's Head of Brand Strategy Benelux (in English). Location: Stadsschouwburg Amsterdam, Grote Zaal.

Otherwise "Cannes Lions Show Reel" (starts 10:30 h., continuous performance): a video compilation with the best work by Cannes Lions.Location: Pathe City Bioscoop, Leidseplein.

Mail me your e-mail adress or post on Facebook!

What to do today? - Online Reputation Management

- Casestudies

- Messaging House

- Pitches themes

Pitch• What’s your topic?

• Why this topic?

120 seconds.

Feedback:

• Great

• Can be improved

Online Reputation Management (ch. 11) Customers don’t use channels designated by a company to talk about that organization. The Internet makes it easy for a company to use the channels that customers have selected.

ORM software provides insights that can be applied to other elements of the business to maximize results.

Manage—Engaging In and Leading the Conversation • Engaging — The best way to show that you are listening • Positive comments — Should be acknowledged by the company• Neutral comments — Company is in danger of being forgotten• Negative comments — Should be seen as an opportunity for growth by the company and dealt with

• Responding — Recognizing that consumers dictate the channels of communication and that a company needs to go to the consumer, not the other way around

• Influencing and leading the conversation can lead to more results for your company in the SERPs

10 rules to recover from an online brand attack:

1. Humility

2. Listen

3. Act immediately

4. If what they’re saying is false….

5. If what they’re saying is true….

6. Keep the negative pages out of the search engines

7. Maintain communication

8. Engage in the conversation

9. Care

10. Be prepared

Practice: How do you know you’re discussed?How do you become aware?

Use some (free) searching tools Such as Talkwater. It searches blogs, social media channels and newswebsites ,and mails you whenever your searchwords occur in messages.

Practice: Create your own alertFor your company or for yourself

Talkwater Alert Go to www.talkwater.com

and create your own alert

Tips:

• Alert for your own name

• Alert for your company

• Alert for your company clients

Casestudy. Winning an election A bottom up approach with social ambassadors

Social Business Model for Companies

Starting point

(Online) Listening

Content Creation

Engagement & SOME

Measurement

Results

Starting point Internal elections candidate #1 CDA list Europe

Possible candidates:

Wim van der Camp Esther de Lange

(Online) listening What are relevant topics about Europe?

Most people:

Bad feeling about Europe

Positive feeling about The Netherlands

Elecetions for Europe… how to deal with it?

“For NL in Europe”

Messaging House. Basis for multi-channel communication Primary message

Supported messages

Segmented messages

Example (from another campaign)

Engagement and Social Media Solid group of online ambassadors who spread messages on their own channels

Make an inventarisation of

ambassadors

Train them

Send them relevant information

to share, such as a Tweetsheet

Dag: Tweet onderwerp:

Maandag Huis pijler 1

Dinsdag Huis pijler 2

Woensdag Huis dak

Donderdag Huis pijler 3

Vrijdag Huis pijler 4

Zaterdag Huis dak + lijsttrekker

MeasurementSome basic tools

Social Mention

Twazzup

Addict-o-matic

Hootsuite!

Tweetreach

How to use Twitter http://www.slideshare.net/wearesocialsg/twitter-we-are-socials-guide-for-brands?ref=https://twitter.com/i/cards/tfw/v1/509548193848098816?cardname=player&autoplay=true

Results

Messaging House and Corporate Blog? Relevance?

For next week: Read ch. 7 + ch. 8 Finish your Listening Report Use next week’s lecture for the final questions for

this report

Enough information Let’s work on the listening reports!(Deadline: Friday 26 September 12:00 h.)