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  • Edna Campos 9:00 am on June 13, 2013 Permalink | Reply
    Tags: online reputation, , , , , tracking   

    5 key questions for assessing your company’s presence in the social networks 

    Estimated reading time: 4 minutes

    5 key questions for assessing your company’s presence in the social networksEvery day businesses become more convinced about the value of integrating social network strategies in their business strategies.

    A brand isn’t successful in the social network if it doesn’t have anything interesting to say, it doesn’t know how to say it, nor how, nor when.

    Companies that understand this are capable of delivering a dialog directly to their customers. However, many companies start out without a firm base and lose interest when they don’t see results. If this sounds familiar, ask yourself:

    1. Is my online presence strong? Many companies start with great impetus, creating profiles in social networks, but don’t have a web page (or it’s out of date or unattractive), which is the most important property for your online presence and where traffic generated in the social networks should be directed to.

    2. I’ve set my goals and created a strategy for social networks? Developing a plan is crucial. If you don’t have a Social Media and Content Marketing strategy and you appear with what you have up with in that moment, you’ll have little or no opportunity to stand out.

    3. Are your social network profiles optimized? For example, does your profile image represent your brand clearly? Is the bio information complete?

    4. Am I using too many social networks and are my target audience there? Users congregate in different communities, consume different contents and browse different networks. Monitoring the conversations enables you to assess and determine where to put effort in the right networks.

    5. Do I have enough time? It is very common to see how social network profiles are created and then abandoned. If we don’t have enough time or resources, it is best to hire the support of experts who can look after it for you or can give you the right tools and consulting.

    Edna Campos (@RiolanVirtualBS) is Expert in Internet y Social Media Marketing based in Mexico and offers support to independent professionals and small businesses around the world.


     
  • Carlos Zapater 9:00 am on November 19, 2012 Permalink | Reply
    Tags: , online reputation, , ,   

    Real Case Study. How to manage tantrums on your social network 

    Estimated reading time + videos: 10 minutes

    Today we’re going to take a temporary break in our series on corporate video production, but we are not going to leave the topic of video aside completely. Some weeks ago, I came across a major piece. It was one of those viral videos that involved a customer’s tantrum on a social network that had gone viral due to the original way in which it was published. However, the affected company reacted brilliantly, taking advantage of the viral effect of the complaint to use it in its favor, even multiplying the effect. Let’s look at it in more detail.

    First, the background. At this stage, we’re all sick of seeing those typical commercials on TV for feminine products in which each time a women gets her period, it’s like she’s won the sweepstakes, has a body that makes Jolie or Johansson bite dust, and has got her boss’s space in the parking lot without him realizing. I’m sure you’ve all seen those Kotex commercials, so you know what I mean. A typical brand in the UK market would be Bodyform:

    And then the harsh reality of the collateral effects of menstruation kicks in…
    So it seemed a cloud of resignation floated eternally over the sufferers/consumers who had to support these commercials day in, day out. Until one guy decided to post a comment on Bodyform’s Facebook page, explaining with a very British sense of humor, what he thought of those adverts compared to his personal experience.

    The result? To date, there are more than 100,000 likes, as can be seen on the Bodyform Facebook page

    Obviously, the company didn’t let the effect of that particular comment slide. Having reached that point, the options were to ignore what’s happening on the social networks (in Spain, we’re experts on that, unfortunately), respond in a conventional manner, or respond… like Bodyform did.

    Throwing caution to the wind, and in just a week, it posted a response video as can be seen in the previous link. In this video, a fictitious Bodyform CEO explains the reasons why nowadays we still think of those dance classes, horse-riding and water-skiing… Check it out for yourselves, as you can’t miss this one:

    And the number of hits? In 24 hours, 175,000, and in a week… nothing less than almost three million. To that impact, you need to add the number of positive opinions on the handling of the affair with originality, freshness and a great sense of humor.

    The Bodyform case is a clear example of how to take advantage of a rebound effect by combining Video + Social Networks.

    Those in charge of the decision-making took advantage of the “kick” of the initial tantrum to drive their video into the stratosphere (Baumgartner’s jump was nothing compared to this) and with it, its brand image. Had any of you heard of the Bodyform brand before reading this article?

    Think how you can extrapolate this case to an Enterprise Social Network like Zyncro. Imagine a motivating video for your employees? Can’t you see a great management system for virals before they hit the social networks? Aren’t you seduced by the three million hits for a few cents? Because if a brand that tells everyone that having your period is fabulous can do it, you tell me why the rest of us can’t do it…

     
  • Joan Alvares 9:00 am on May 30, 2012 Permalink | Reply
    Tags: , , , online reputation   

    What happens in Vegas, stays in Google 

    The other day I went to a talk about online reputation. At the round of questions at the end, a communications director at an insurance company got up to ask for advice about a problem they were having. It turns out that when typing the company’s name in Google, the first two hits were from two disgruntled customers. The hits had been there more than six months, and they were unable to find a way to knock them off their privileged position. The speaker nodded, as if what he was hearing was nothing new, and after making his diagnosis, he advised them to hire the services of an SEO expert. In short, counteract those damaging posts with new content until Google indexes it in the top hits. Like pulling the chain to make the shit disappear. He didn’t ask the reason behind the comments. Not whether they were grounded or not. Nor whether the company had considered taking any action to solve it. Nor whether there was a customer service.

    All this got me thinking about how important it is to act with a long-term vision when dealing with online reputation. Listening to the Net and reacting to all the risks and opportunties it presents.

    Internet is a major showcase where everything expires quickly, but where written traces always remain. From the moment anyone can easily measure the image generated by a company, values like transparency and authenticity become of prime importance. There’s no point hushing up a criticism without taking actions to improve the problem that generated it. It will just come back.

    As a paradigm, let’s take Google’s own policy. Adam Darowksi, a well-known Boston blogger, was one of the first to test the beta version of Google Transit. After a surrealist experience in which the application suggested he cross a eight-lane highway on foot, he wrote, “does Google think I’m Superman?” You’d think that Google has enough power to be able to ignore the post and even the media for having completely ostracized it. You’d think that the wisest thing to do would be not to dig itself in any deeper. And yet it did the complete opposite. Aware that the blogger had a great many followers and certain influence, Google saw a magnificent opportunity to show its style in that criticism. A few days later Darowksy received a hand-written note from Joe Hughes, Google Transit director, personally apologizing and explaining the improvements they were making. And attached to it, a Superman cape.

    Joan Alvares is founding partner of Poko and lecturer at Istituto Europeo di Design

     

     
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