Online strategy building: Tips & tricks for e-reputation management
Evelien De Mey
Agenda
• Introduction
• Cases
–QueroMedia
–Domino’s Pizza
–Amazon.com
–Dell Hell
• Tips & Tricks
• About us
INTRODUCTION
Why it matters1
SEM is more than SEO & PPC
© Image: Elliance
Search is changing
© Image: Elliance
The audience is changing
© Image: Elliance
What happens in Vegas, stays in Vegas
Unless someone puts it on the internet
CASE: QUEROMEDIA
The Halo Effect2
The stickyness of a shrewd quick win
www.citybank.be
The stickyness of a shrewd quick win(2)
• many years ago
• 1 shrewd quick win
• 1 happy customer
• 1 blog post
• 1 Flickr-account
• 25 entries in Yahoo!
• Forever a ‘typosquatter’
How to handle such a situation
• Answer on the same blog
• Be polite but firm
• Only respond once
• Be honest
CASE: DOMINO’S PIZZA
The Domino Effect3
It didn’t stay in Vegas
The Domino effect
Estimated cost: $50 MIO© www.buzzstudy.com
How to handle such a situation
• Answer fast
• Respond on the channel your audience uses
• Be sincere
• Contextualize
CASE: AMAZON.COM
The Butterfly Effect4
What do Amazon and Belgian soccer players have in common?
They both disapprove of homosexuals !
It started with...
And all of a sudden...
How to handle such a situation
• Take responsibility
• Apology ≠ legally correct press release
• Use the same channels as your audience
CASE: DELL HELL
The digging-your-own-hole-effect5
Meet Jeff Jarvis
Dell Ideastorm
Put your money where your mouth is
The big turnaround
How to handle such a situation
• Keep your promises
• Don’t delete negative comments
TIPS & TRICKS
Monitor, Optimize, Engage6
Monitor: create an ‘alert center’
So you know what is being said about you
Optimize: send a uniform message
Company™
LinkedIn company profile
Facebook Page
YouTube Channel
Join & Share
Engage: be honest
Honesty of
• Relationship
• Opinion
• Identity
ABOUT US
7
QueroMedia Snapshot
• Full-service search marketing agency; °1999
• °1 SEM agency in Top 50 Web agencies 2008 by Inside Magazine
• Fortis Venture since 2006, Arkafund Venture since 2009
Thank you!
Evelien De Mey
Project Manager
& A