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Have You Seen Your Online Reputation?

O HAVE YOU SEEN YOUR O ONLINE REPUTATION? by: @MDGadvertising y REPUTATION MANAGEMENT TODAY REQUIRES TAKING CONTROL OF YOUR OWN BRAND MESSAGE ONLINE BEFORE SOMEONE ELSE DOES. What's said about your company and how your brand is perceived ocross social media, external websites, and search results can have tremendous impoct on your business and your bottom line. A strong online reputation requires happy cuslomers, honesty, engoging content, and prooctive work on your end. Here, we take a look at online reputation manogement (ORM), showing which companies are doing it well, what hoppens when it isn't done right, and how to gain control of your company's online reputation. ARE YOU READY? To existing and potential consumers or portners, your online reputation matters. of U.S. odult have seorched someone Q belore doing business with them 94% of clicked seorch results ore orgonic, not poid 42% Of hose 45% Thar's how much your online reputotion moters . discovered things online hot changed their minds obout doing business Things said obout your brand are importont to your audience. Every month, consumers using social media: Heor ofher consumers experiences 70% 92% Leorn more obout bronds produch ond/or services 70% 65% Compliment bronds 53% of consumers trust brond recommendations from friends ond fomiily. of consumers trust opinions posted online by oher consumers. Express concerns or comploints obout bronds 50% Still, less than half of all corporate-communication professionals feel ready to take on bad brand buzz if a crisis arises. 40% leel prepored 30 leel unprepored 29% feel neither prepored nor unprepored "erm de etod 100 de ding THE GOOD, THE BAD, & THE UGLY When it comes to maintaining or defending on online reputation, there's a wrong way and a right way. THE DON'TS ALL PLANES A'A GROUNDED: Fourbad AMERICAN AIRLINES UPDATE THE PROBLEM: This coused more frustrotion. IN 2013, Americon Airlines AA's foilure to communicote AA's social medio updotes stered a notionwide Right o consistent messoge From celebrily reached possengers before increasing online customer comploints complaints on social media to a virol video grounding. creoted a crisis. gote ogents. of o ronting fight REPUTATION MANAGEMENT LESSON: Develop a formol communicotions plan to deal with crises and troin stolf to implement it, Ensure consistent communicotion ocross all channels. oftendant, Americon Airlines buit a negative reputaion . CASe PROGRESSIVE INSURANCE THIS IS A TRAGIC CASE THIS IS A THE PROBLEM: Progressive used outomoted Wihin days, thousonds sympothy heeets, meeing "contractvol obligations." When a womon's fomily When the fomily oftempled The womon's ouraged o collect, Progressive sided brother's blog post blosting with occused killer. sought policy collection cloimed to drop or never do business with Progressive. aher her deoth in a cor Progressive went virol accident, Progressive Insurance kook he REPUTATION MANAGEMENT LESSON: wrong opproach. Monitoring tools con be used to help, but never reploce humon interoction ond judgment THE DOS O TARGET Torget hos eorned o reputation for being fun, helph, ond engaging Their Focebook ond Twiter compoigns show that online interoction goes beyond compoign olowed users to vole for The "Give Wih Torger focebook with is customers shoring coupons. schools to receive gih cords Khend ha A • KITCHENAID take full responsibility for my team The Problem KachenAid hweeted "Obomas gma Reputotion Monogement KinchenAid deleted the tweet olmost immediotely and tweeled on opology. KachenAid's morketing heod hweeted severol personal opologies and suggested the medio DM her theough Twinter for followup even knew it wos going 2 b bodi "She died 3 days b4 he become president. Enbcpoliica during o 2012 presidential debote. HOW TO REPUTATION ESTABLISHMENT To build a good online reputation, remember: facebook Google Cyourvoice Social media is Prooctively build o Foster brond Your reputotion Every online user odvocotes ond obout your brond's positive online voice first ond your reputotion wih ocross social hạs power, so don't be auickto positive online hoppy oustomers reviews ond medio will affect products second. segrch resul jonore onyone. mentions. AND BE SURE TO: DESIGNATE on individuol or teom for online reputotion monogement. Continuously MONITOR mentions of your brand online MPLEMENT ond UVERAGE Always ENGAGE proper SEO proctices. with your oudence . CRISIS MANAGEMENT If the crisis escolates: In's easy for a mistake or misunderstanding to become a disaster. Respond quickly and decisively. To head off a crisis as it starts, your company should: Take responsiblity for the situation sutus aPhote & Pace tvents video da Product Pols Be honest and transparent. Comect misinformation Utilize tools to monitor for negative social media mentions Dontoverinfoem Remedy the situation creatively. Begin a plan to rebuld the reputation Implement a practiced social meda crisiresponse plan. Evaluate the situation and comunicate appeopriately. Try to resolve the situation before it develops into a orisis BUILD AN ONLINE COMMUNITY AROUND YOUR BRAND, AND ALWAYS BE PREPARED FOR ANY SITUATION mdg SOURCES: TNSOOBAL COM. EMARKETER COM SATMETR.COM HUNGTONPOST COM WR ORG, ONN.COM MARKETWATOK.COM mdgadvertising.com twitter: OMDGadvertising BUSINESSINSIDER COM PCWORID COM, BUSINESSCOMMUNNITY COM

Have You Seen Your Online Reputation?

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The digital revolution has made it increasingly difficult for a brand to maintain control of its online reputation. From talk on social media to articles on other websites and mentions via search engi... nes, it seems like everyone has an opinion about brands and an abundance of online channels to share these views. While positive posts can have a great effect on brand image and sales, negative talk can cause serious harm that could damage a brand for the long-term. This is why it’s essential for a brand to constantly monitor its Internet image and do everything possible to ensure a strong online reputation, from keeping customers happy to continually engaging with the social media community and constantly updating content. MDG Advertising has developed a fact-packed infographic that offers advice for building a better online reputation. It features specifics on the state of online reputation management (ORM), along with both savvy and sorry ways that brands have handled their digital reputations. It also offers tactics and tips for getting started and managing mistakes. After all, how a company manages an online slip-up can make a world of difference in how the online world sees and speaks about the brand. The infographic illustrates the need for ongoing online reputation management, revealing that 92% of consumers trust brand recommendations from friends and family, while 70% value online opinions from other consumers. It shows that more than half of consumers on social media have used a social channel for brand research, including 70% who like to hear about a customer’s experience with the brand, and around 50% who either compliment or criticize the brand to the social media world. It also discloses that more than half of brands feel unprepared or unsure of whether they could handle an online image crisis. MDG’s infographic cites examples of how brands have handled online reputation crises both perfectly well and painfully wrong. It cites negative cases by American Airlines and Progressive Insurance, along with lessons for both dodging and dealing with such situations. It also includes positive examples by Target and KitchenAid, whose savvy actions serve as models of reputation management. It offers smart strategies to help brands create good online reputations, as well as ways to cope if things go bad. To build a company’s good name, it suggests focusing on establishing the brand’s voice before its products, along with striving to develop brand advocates, paying attention to every online user, constantly monitoring online mentions, and practicing smart SEO. If crisis management is needed, it advises identifying negative remarks on all social media channels, executing a pre-determined crisis response plan, and trying to solve the problem before it turns into a full-blown crisis. It also offers words of wisdom for worst-case scenarios, such as responding immediately and decisively, being open and honest, admitting and correcting mistakes, devising creative solutions, and establishing a plan for rebuilding the brand’s image. These are all important lessons for brands to learn since mistakes are easy to make and much harder to correct. Overall, the infographic provides a clear guide for cultivating, maintaining, and reclaiming a brand’s online reputation. Remember, an online crisis can happen to any brand at any time, so brands had better be prepared to handle the worst in the best way possible. Build a better online reputation for your brand. Contact MDG Advertising today at 561-338-7797 or visit http://mdgadvertising.com.

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