what is a Internet Marketing manager
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good afternoon everyone and thanks so muchfor joining us for today's webinar on managing your online reputation. this webinar is ofcourse brought to you by the queensland government as part of the exciting small business weekand we're very excited to be bringing it to you. our company is the creative collectiveand we love delivering webinars, particularly on topics like this, related to online success,which is what we know a lot about. for those of you who are into twitter outthere, i'll get anthony to text chat you the @business.qld.gov, that's the twitter handlefor this department at queensland government. you might like to tweet them now and say "hello"or tell them that you're online with us and the hash tag we encourage you to use is #smallbiz-'b.i.z' -week. so if you're not on twitter,
don't worry about that, but we're really intointeraction. we love social networking, which is a big part of what we're talking abouttoday. so do feel free to tweet at any time, either now, during the presentation or after.i'm just going to exit; i've just got a bit of feedback on that. i think it could be - ithink that will help our situation a lot. oh dear, terribly sorry it's jamming up ourwindow. okay. let's get into today's presentation. i haven't introduced myself, my name's yvetteadams. i've got a really extensive background in pr marketing and media. if i were to bevery bold, i've actually nearly been in this game twenty years, which my colleague anthony'seyes always raise when i say that. he doesn't realise i'm quite as old as i am i don't think.i've been active on social networks since
2008 as well, an early adopter, as are manyof our team. so i guess we've got the benefit of experience to share with you today in termsof not being afraid of these social networks, but definitely being aware that there arerisks in terms of your online reputation, and so it's great you've joined us today toget some more information about how to manage those risks.i am an award winning business owner, i've started multiple business as you can see,and they�re on screen. these days my real focuses are being the founder, owner, andfranchiser of the creative collective. basically a creative agency based in maroochydore, sunshinecoast, but we do service clients across australia and even some international ones. all differentindustries, some just start up, some very
established businesses and we do all sortswith them like help them build a website, establish a pr or marketing strategy and campaign.social media is a big part of what we do. seo search engine optimisation and pay perclick. webinars, live streaming, the list goes on. we also provide a lot of trainingin this area. i also like to point out to people that iam a mum of two. mine are six and nine. it's quite a juggle isn't it? being a parent andowning a business. i know only too well myself, which is why i love teaching people via webinar.it means if you have got the kids for any reason, maybe they're off sick today, youcan still engage in this and you don't have to drive anywhere, you don't have to arrangechildcare and so on. so they're pretty cool.
alright, here's what we've got in store foryou today. we're going to look at what sorts of things you should track online and why.because as soon as you are getting involved in the online world or even if you're not,you really as a savvy business owner should understand how to keep tabs on things, becausestuff does crop up and it's good that you know what's happening and you can then makea choice about how to respond, if at all. you can look at your options when you don'tlike what is being said, your options for response. how to set up automatic alerts,who'd like to know that? we'll teach you that today. the importance of citations, also knownas reviews, and the importance of responding to show users that you care.we do have the ability to interact throughout
the session via text chat or raising yourhands. we will take questions if you'd like to unmute yourself, if you do have a set upwith a mic, we'd be more than happy to talk to you. but we'll get you to keep those questionsto ask on that towards the end, if you wouldn't mind.now just in case this is your first time on a webinar, or using this particular webinarsystem, let me give you a really quick little lesson on how these work. you should see onyour screen a little red arrow and if you haven't got a menu that's expanded like that,i'd like you to click on it and you can then be able to drop me a line in that area whereit's blue. so i'd like you to drop me a line now to show me that you've found that textchat area. it's very much like msn chats,
skype chat, facebook chat, if you've usedany of those. cool anita has said, "found it." elizabeth says "hi there" so sure dropme a 'hi' or a smiley face or whatever you feel like saying. who's suffering mondayitis?who's had a good weekend? you might like to drop me a line about that too. "aloha" saysronnie, very hawaiian of you, very cool. okay good stuff. right the other functioni want you to know how to use is this one here, the red box, it's got a hand. i'd likeyou to raise your hand if you had a good weekend on the weekend, hopefully you all did. sofind that hand and raise it now. great. so when i ask you "does this apply to you?" youcan put up your hand and say "yes" or "no� et cetera. you get the drill. so we're goingto use the hand function and the text chat
function as well.okay so you're here today to learn about online - getting my tongue tied today. let's getstarted again. why is online reputation management important? that's what we're here today tolearn about. well your reputation, i wonder if you agree with this statement, is one ofthe most important tools your business actually has. because just think about it, you mighthave the best products in town, you might have the best location, the best staff, allof that stuff. but if your reputation at any point is tarnished in any way, to a smalldegree or a large degree, you don't have much do you? so who believes that statement istrue, that it is one of the most important things you can have, is your reputation intactand hopefully people thinking good things
about you? there we go, lots of hands.so in today's online world, there are a lot of comments and interactions about your businessaround the world. you know they don't necessarily just happen in your corner block and i thinkthis next slide sums it up really well for me, which is "in a world where every consumeris a reporter, every business owner and employee should be a marketer." so here's the thingon the left hand side you've got people with phones and tablets and we all sort of walkaround with these don't we now? we're wired, most of us have online access and we can gointo a restaurant, a clothes shop, whatever it is we're doing and we can have a good experience,a bad experience or an indifferent experience and we can share that with the world.you know once upon a time we used to talk
about word of mouth being the most powerfulform of marketing and it absolutely still is. but the thing is i challenge you thatit's not really word of mouth anymore, it's actually 'world' of mouth. so not just thatone person might be told or those nine people. it might be nine hundred thousand people ifthey had a really good reach and this thing went viral.so it can work for you, it can work against you, but again what the statement is alsosuggesting is that you need to get savvy with this stuff. whether marketing is your forte,if you care about your reputation, you or someone in your organisation does need tokeep tabs on this kind of stuff. i'm going to move on. right, it's importantto first look at where are people talking.
so we think of social media, we often thinkoh well facebook and twitter and linkedin and those kinds of big networks. but there'sa whole lot more places people can talk about you than just on those. now i realise thisdiagram is really quite small and you probably can't make out everything on there, but there'sprobably a few little diagrams you can see and will recognise. but they're basicallyplaces people can have a conversation. now this diagram is called the conversation prism.anthony might like to send out that link in case you'd like to go and take a closer lookat it. but you can see there are all these different aspects of social media. you'vegot video, you've got location, you've got reviews and ratings, business networking,blogs, blog platforms, social commerce, and
the list goes on.so the point i want to make here is that people probably are talking about you, whether youlike it or not and they're also probably talking about your competition. so the trick is reallytuning in to start with and knowing how to find out what's being said and then what youmight want to do about it. we do encourage you to get really proactivewith your reputation. we don't want you to be reactive, where you only get involved ifsomeone says something negative or something positive. you kind of want to be ready inposition for that. so the first thing i'd like to know is how do you currently receivefeedback from people involved in your business? i'd love you to text chat through what you'redoing in this regard, whether you're doing
online surveys, formally, quarterly, and yearly.are you handing out or getting rating cards on the table or if you're in the hospitalityor retail type thing? have you never sought feedback? which one of these categories doesyour business fall into? and of course that can be quite informal. you might just be gettingfeedback over the counter on how their meal was or what their service was like tonightet cetera. okay nicola says, "never sought feedback" so that's great that you're on today."informal conversation" says anita. lori says she's used facebook to ask questions but neverreceived a response to date. maybe we can help you change that. "periodic client surveys"says elizabeth and "periodic testimonials for marketing."right well they're all really good, good points.
the thing is you kind of want to get proactivewith this and get a system in place because it helps you understand where they're at nowbefore something happens. you know sometimes people won't give you the feedback to yourface. they'll be standing at that you know, reception desk saying "yeah the training wasgreat" let's say, but really in their head they're thinking 'but i didn't like the food,it was difficult to get a car park and i thought the presenter went too fast' maybe? so thereforeit can be useful to send out written options where people can be a bit more anonymous andperhaps more honest. so you need to set up more mechanisms in place in your businessto capture these. now as a company i've always done this withcustomers, but what we realised we weren't
doing very well was actually asking for feedbackfrom our contractors, our trainers and our staff and you know they're at the cold face,if you like, of the business and they often are aware of what's going on or what's affectingthe business or what's affecting their ability to do their job. so earlier this year forthe first time we actually did do that and we incorporated some of that feedback whichwas anonymous into our strategic planning meeting, and it certainly did uncover somethings that we weren't aware of so we were really, really glad that we did that exercise.look here's an example of just how damaging even employees can be you know, standing asidefrom the customers. so this is a real post that was on facebook. it's in the uk so i'dlike you to have a little look there. if you're
wondering what the p45 is that she's referencing,that's what you get when you finish up at a job. it's like your tax final information.so this girl has gone on there, she's had a real whinge about her boss. we've triedto blank out there expletives but you could probably work it out anyway. so she totallyforgot that this guy was her friend on facebook so that would have looked pretty bad, andyou know a lot of people think that because it's their personal facebook they can saywhatever they like. they can have an opinion or they can, but i want you all to know thatthose comments can and will be used against you in a court of law. there have actuallybeen examples in australia where someone really didn't like their boss. the boss actuallywasn't their friend and they were saying pretty
inappropriate things about their boss andit wasn't the boss that saw the comments, but it was another staff member who alertedthe boss to these comments, and even if you delete them, too late, they'd already takenthe screen shots and so on. well this particular individual who postedthe comments said, "that's my personal space, i'm allowed to have my opinion. he can't doanything about it." well actually the boss could and he did and it went all the way tothe high court and the company won. so that's something for you to be aware of. have somemechanisms in place to see what your staff think, look after them and that's anothercompelling reason to, i guess, manage your personal reputation, because this stuff canhappen.
so let's look at ways that you can find outwhat is being said about your business. well as i've started indicating i really encourageyou to start at home base. ask your existing customers, your contractors and staff forfeedback. the sorts of things you really want to get out of them is what do they think ofthe business that you do? you know i found it interesting to discover that some of mystaff, the business i think we're in and the business they thought they were sort of workingfor, they were close but they weren't exactly aligned. so that said to me we had some workto do on our vision and communicating that to our staff. you know what do they thinkis your number one strength? it's still valuable to get feedback on the positives in your businessand then what do they think is your number
one weakness? like let's really pinpoint this.doing ratings is really good so let's say we run an event. we'll often use a ratingssystem to get every aspect of the event rated from one to ten, with ten being good and onebeing poor. so we might say "how was the car parking?" "how was the communication?" -youknow leading up to the actual event. "how was the catering?" "how were the presenters?"we'll actually ask for every single person that features at the event what they thoughtand so on. so, good to get those and communication is key. you know people feel happy usuallywhen they've good communication so that's certainly something to ask as well.and the other thing is it's one thing to actually obtain this information but you've actuallygot to do something with the data. so if you
don't do anything there's pretty much no pointin doing it. so who here has asked questions like this? has this given you some ideas andwho has asked their customers, contractors and staff? i'd love you to text in and hearwhat you have to say on that front. while you're sending those in, and i reallyam curious to see what you've got to say, i also want to make sure you're aware thatif you are doing social media, your company has a facebook page and so on, and look evenif you don't, i think you should have one. because the facts are, there's a high chancethat your staff are on some, if not many, of these social networks. the biggest mistakei see companies make when it comes to social media policies, is that they take a templatethat was actually designed for someone else
and they create a very, i guess, vanilla policy.it doesn't need a lot. it sort of just makes these broad statements, generalisations. i'mquite a big fan of really getting quite specific. so for instance, are your staff allowed tobe on linked in? if they are, what sort of image should they use? do they need to bein your staff uniform? do they need to be in front of the orange background? do theyneed to have a head and shoulders cut? do they need to consider their personal grooming?you know, is elaborate hairstyles, coloured hair, piercings, quite acceptable or not reallysuitable to your business? what's the title they should use on a linked in profile? shouldit be exactly what features on their business card? or are they allowed to call themselvesa 'manager' or something that is perhaps more
of an aspiration than the actual reality.so that's the sort of level of specificity, i couldn�t get that word out - never can,that i would be encouraging you to look at. some other questions to ask yourself to developa good social media policy that minimises the risk and helps keep your online reputationin tact is "who will be allowed to post on your social networks?" you know is your youngestand newest team member allowed to post? and if so, what are they allowed to post? becausei'm not saying they shouldn't just because they're young and new. they might have youknow, access to great stuff and in fact a lot of the young people are very good at socialmedia. they understand it, it's second nature to them and they could add a lot of value,but you generally need to give them some boundaries
to work within.when are they allowed to post? just whenever they feel like? i saw a classic example theother day of a government organisation that had gotten social media, had a facebook page,they had two designated people, but they were posting whenever they felt like it, and theywere posting ten times a day and practically cannibalising each others posts, and i saidas delicately and as tactfully as i could, you know "you really want to sort of justdo one or two posts a day. maybe one in the morning and one at night and maybe you wantto decide who's going to make those posts, just to get a rhythm on." because really noneof their posts were having any sort of reach whatsoever because they were just pumpingthem out.
�how are they allowed to post?� - is anotherquestion, so can they just post direct on these networks or do you use a managementor monitoring tool? i'll introduce you to some of those in a moment. some of those toolsare pretty good because you can actually schedule stuff in advance, even at a very basic level.you've got the ability on say facebook to write a post and actually schedule it to goout at a later date and time. so that can be good if they're allowed to do these butsomeone in authority, perhaps someone who can spell, perhaps someone who guides thecompany brand can actually go and double check that they're suitable to move forwards with.the next one is "where can they post to?" you know can the person that you've designatedpost on every single network or only certain
ones? and finally "what should they do ifthere's any negative feedback?" if you have got a young person in your office managingthe social networking, do they have the maturity? do they have the, i guess, insights into howyou would like those situations managed, should they arise? so you know, it's pretty importantthat you do take a good look at this and i hope i've given you some good questions thereto consider. now once you've got the social media policy- actually i'm going to go back one step and i want to know at this point, hands up ifyou do have a social media policy in place and your pretty certain that it's efficientfor your needs right now? let's see how well we're doing on this front. so we've got onehand up from lisa and susan. wow you're the
only two and you know what? last i knew, itwas about ten percent of the aussie business population have these in place. so you'renot alone if you don�t have one. but you are at risk with your online reputation ifyou don't have one. so i'd encourage you to go away and i've made it as simple as i can,answering you know the five 'ws' and the one 'h' which is good journalism practice really,is a good way to get started on that. alright things to monitor. so i'm going toshow you the monitoring tools in a moment, but here's the things i believe all businessesshould monitor. number one, i think you should monitor on social networks, and this is whetheryou're involved in social networking or not, your company name. perhaps your url as well,your website address. the reason being, if
people are talking about your business, youknow when they're talking about you. because sometimes they don't tag you into these conversationsso you might not be aware, but using professional management and monitoring tools, you can actuallypick up on sometimes very nice testimonials and comments and because the person is quiteused to social media, they didn't know how to tag you in. other times they are actuallyhaving a whinge. they might be mighty surprised, maybe even impressed, you do jump on themand show that you care. so that's something i encourage all businessesto track, is your company name, probably your personal name as well. i like to know whatpeople out there are saying. of course this is more of an issue the more high profileyou become and i don't know if you are a face
of your business or a known sort of brand,if you like. some of you will be and some of you won't be. it probably depends on whatyou do. for instance i know personal trainers, mortgage brokers, real estate agents, businesslike that, life coaches and consultants often are the face of their business, so peoplemay well be talking about them, as opposed to the business. same goes on this point numbertwo, you may well like to track your staff or key contractor names. you know if you wantto know if they got on the pub crawl on the weekend and then that black eye was not fromfalling over, social networks might be a really good way to find that out.so there we go that's point number three actually, "the names of all key employees dependingon your social media policy." number four
"product and service names and urls." youknow, do you make some wiz bang widget? well if it's got a certain name, you're a marketleader for that. you might want to track where that widget is mentioned. again whether peoplelike it or don't like it, or your location or your whatever special words that are justunique to you or your business, i guess is what i'm trying to encourage you to look at.you can also monitor, depends how much stuff you want to monitor, and i guess it's gotto be realistic and manageable too, but your industry. are there key blogs you want tomonitor? from key people that you respect what they're talking about. maybe they'retrendsetters? message boards, human review sites, you know getting insights into yourindustry could be good stuff to share on your
social networks or also get a finger on thepulse of what's really happening. number six is a funny one and it actuallyties in with why we've got an image of someone knitting on a bus on there or on a train.we had a guy from queensland rail, based in brisbane, come and speak at one of our eventslast year and he said that from really monitoring their social media networks really effectively,qr or queensland rail discovered that a lot of their target market were really interestedin knitting, would you believe, and craft. because they were using their commute timeon public transport that queensland rail was providing to knit basically. so once theydiscovered this, they discovered that putting out posts with patterns and fabrics and thingsto do with craft, was a really great way to
engage their social networks and so it wasa great way to mix up the marketing message, rather than "this train is late, this newthing is happening" - they could also throw in some of that quite random stuff but itwent down really well. it could even be your own personal interests; i mean maybe you followthe nba basketball in america. you can monitor that and get updates of every play by playthat happens. you can totally legally, without any dodgystuff, also track your competitors. so it could be their company name, their urls, theirkey employees, their products and that can be great company intelligence. you know whenthey release a new product you might find out first when their products getting reallybad reviews, it might be a really good time
to do a whole lot of promotion on how fantasticyour product is. so i'm curious, are any of you already monitoring these sorts of thingsfor your business? hands up if you are and i'd love you to text in what sorts of stuffyou are tracking. don't worry rebecca she's saying "how do you track it all?" i'm goingto show you as part of this presentation. we're getting to that.before we do get to that i want you to know the reasons to monitor. i think some of theseare obvious but let's go through them. number one "brand awareness and image" - you knowhow well known is your brand? is your brand visibility and profile increasing or is iton the decline? what's the image people have of you? so again you know, maybe you think'yeah this type of business, and this is the
way you're trying to position in the market'but maybe your market see you quite differently and that comes across really loud and clearonline, so therefore you've got a choice don't you? to go where the market wants you to go,or to actually reposition through careful branding and building awareness. there arelots of different things and it's a whole new topic in itself of how you achieve that.other reasons to monitor are �sales opportunities.� do you my partner is a builder and we've gotsome alerts set up. so if people say on social networks "i need a builder" and they're withina certain geographic area, we jump on them and we say "hey well we're a builder and howcan we help you?" kind of freaks people out but it's kind of really clever marketing,because you're getting to them first. sure
you could rely on having big networks andpeople referring and so on, but you can get even more clever with it. this is a real positiveaspect of monitoring and managing your online reputation."customer service and feedback" of course we've already looked at that. "performance"you know, how is your new product launch performing? let's say you create cars, you really do wantto know what do people think it's like in terms of performance? and "marketing campaigns."let's say you're on a big marketing phase promoting a certain product, event, whatever,pretty good to know what people are saying about it, who's re-tweeting it, thanking themand just generally keeping track on it. maybe even events as well. we run a lot of eventsand a lot of people do help us get the word
out there. so it's really interesting to usto see which events fly and get shared and go viral and to make sure we look after thosepeople who are doing that. a little insider tip, we actually look forpeople who do this for us, "just 'coz." maybe they've been to one of our trainings or justlike us and we'll actually tap them on the shoulder and thank them and then look at waysto partner and work with them and kind of leverage our time. they're usually prettysurprised when we do that, but we are listening and they usually love the opportunity. justthe other day i tapped someone on the shoulder who was in singapore and said "i really likewhat you've been doing and i'd like you to do some stuff for us" and she was amazed andit was all because she was doing a bunch of
shout outs on social networks for us. i recognisedit, thought she was doing a good job, so now i'm finding ways to create a win-win situation.who likes some of those ideas i've just shared, their little minds ticking of how their businesscould benefit? raise your hands if you're starting to think 'oh yeah that could be quitegood. tell me more.' - which i will. we have already, sort of, introduced you tothis concept of it not being "word of mouth" but being "world of mouth." let's explorethat concept a little bit further. i think you guys get it but the whole reason i guessthis social media thing is so really powerful, is once upon a time we used to google stuffdidn't we? and people still do. let's say we did want a nice steak restaurant to goout to this weekend, so we could go ahead
and google "steak restaurant." actually i'mgoing to be in melbourne soon so i was looking for a restaurant in south bank, close to myhotel, to take out a vip guest. here i was googling around and then i sort of was gettingreally mixed reviews from lots of places and i was thinking 'i don't know what these placesare like' and the pictures never do the things justice. so i went straight to facebook andi just put out "does anyone know some where in south bank that's nice to go, you know.it's a vip guest so i want something nice, but not something you know, ridiculously expensive"- and i got some great recommendations back and what i found great was that there werethemes. there were people all agreeing that certain ones were really good and you know,when certain things were getting recommended
several times over, i felt quite comfortablewith that. so of course we're more likely to trust wordof mouth recommendations from our friends and family or peer groups. you know if theyare your peers, there's a high chance that you have similar values and will be into similarthings. so a pretty nice situation to get in if you were that restaurant that the peopleall recommended that i did end up booking at.another thing to be aware of, it's not really taken off yet but it's on it's way, "facebookgraph search" is very much going to increase the importance of positive reviews on facebook.so there is actually a section on your business page where it has recommendations. hot tip,if you do have something that can be recommended,
we're now very much encouraging people togo over onto our page and not just do a shout out, say "hey that was a great webinar" - toactually go and recommend us and tell us, you know, how many stars out of five wouldyou give that experience you had with our company. so that's something you can certainlybe encouraging people to do. is anyone already using facebook recommendations, which willimpact on your graph search? are you aware of what i'm talking about? ronnie is, andthat looks like about all. great well hopefully i'm teaching you guys something new so thisis very cutting edge information and i do encourage you to go onto your facebook page,see if you can see it and encourage other people. maybe you've got some existing customersthat have just had a really good experience
with you very recently and you could go andask them to do that for you. okay, "how to monitor." i think they're quiteinterested in this. you're going "yep, we get it, we know why, but we want to. how dowe actually do it?" well look there's lots of different ways. there are free tools, whichwe've figured we'd share with you first up. there are lots of paid tools as well. we asa company do use a lot of professional software. we do pay a lot of money for that. we're presuminga lot of you are small businesses and probably don't need to go to that extent. so we'rejust going to introduce you to some of the free ones today which we thought would bea good place to check. i'm curious though, are any of you using thesetools already? or are you using other tools
to monitor your social networks and otheronline activity already? send in what you're doing. elizabeth said "yes google alerts."anita is using her "google alerts." "tweet deck" says elise, "facebook insights" kellysays, "hootsuite" - deb, "google alerts." i'll tell you a funny joke. i call "googlealerts" - 'poor mans media monitoring'. but don't worry i use it too. lori said she "hada hootsuite account but didn't know you could monitor." linked in insights, google search,facebook insights, google alerts, great. so lots of us are using these. look even if youare, maybe i could give you just a couple of tips in these so let's go through them.we've already just checked that so we'll keep going.the first thing to understand is what platforms
may you need to monitor? now this is verymuch an individual thing. i can give you some tools to monitor the terms and so on, butyou may need to also now and then pop over to these actual platforms to monitor. forinstance, if you're in the tourism industry, the social network trip advisor, because itreally is a social network for the tourism industry, is very, very important to you.i was in new zealand in the christmas break and my friend is a head chef of the oldestwinery over there, was montana now called brancott estate. he said to me "yvette couldyou please do a trip advisor review after this? that's all my boss cares about whenit comes to my performance." so he doesn't care how he turns up every day, managed thekitchen, turns out amazing dishes, adds creativity
to the menu. all the boss wants to know ishow many good ratings are we getting on trip advisor.hands up if you are in the tourism industry and trip advisor is very, very important toyou and your business as well? so astrid is, ronnie, susan, great. so i would love yourinsights. i am aware that you just have to go on there and see what people are saying.it might be a daily job depending on how active it is, how many guests you have coming through.it might be a weekly or a monthly job at the absolute least, but you do have to pop onover and see them. look urban spoon is another one that if you'rein the restaurant sort of trade, you probably need to pop on over and have a look. yelpup here does have an australian office, it
is gaining momentum. it's bigger in some othercountries in the world, in america for instance it's massive. you'll find a lot of peopledo place their, what do you call it? - they place their recommendations and comments onthere so it's important that you monitor it and respond to them and so on as well.google plus is also another place that you might like to have a look, actually gettingrecommendations on google plus can really help your rankings on google so it's goodto encourage people to go back and do those, even for just a while to boost your rankings.anne penfold there has made the comment "i use trip advisor before all my holiday bookings"- yeah me too anne, i'll look on there and then i'll also ask the peer group on facebookor something like that. so good point though,
you know, we're all looking at it before wemake our bookings and so if you are in the industry you really should be monitoring itbecause if there's not such good stuff on there, you might be missing out on a wholelot of bookings. alright quite a few of you have said thatyou use google alerts. so i'm just going to take you through, because it is only an houri've got with you, but i'm happy to take questions at the end if you want more in depth. twotools i just can't live without, if i want to do at least some level of online reputationmanagement, so this is a really good place to start. so apart from being an amazing searchengine, google has a lot of free tools and just one of them is called "google alerts."to get to it, you go to google.com/alerts.
you will need a google account; you can getone of those at google.com/accounts. that is different to a gmail account, though ifyou have a gmail account you probably do have a google account.so it'll basically ask you to log in and then as you can see on the top right there youcan set a search query. so when i was saying earlier remember "i encourage you to trackthings like your company name, your name" you can see down here in the purple, i'vegot those set up. now the rabbit ears, the two quotations at either end, mean i don'twant to just get anything that turns up with the word "creative" or "the" or "collective"- imagine the huge amount of absolute rubbish i would get that was not at all relevant tomy business if that's what i did. by putting
it in the rabbit ears, i'm saying i'm onlyinterested if people write "the" and "creative" and "collective" together in one sentence.now i'm a bit unlucky and you might be too, there are other "the creative collective"people. in fact i have the trademark but it's very hard to enforce globally. people areusing it for this and that, little craft groups pop up. there was a little blog that poppedup for a while there. so sometimes there's stuff that is not relevant, but you know youaccept that because you do dig out the stuff that really is relevant and you know usingthis, i will discover that i've had a media piece written on me. fantastic. share thaton your social networks. i'll find out that people have gone on the page and commentedon something and said what their most recent
experience is or was with our company. soalso really good. so similarly, rabbit ears: my name. now that'sa funny one to do actually. you'll start getting alerts for any time that name is mentioned.there are other yvette adams's in the world, as there may be for your name, depending onhow common your first and last names, or combination of them are. good luck if you're a john smith,there's probably quite a few alerts out there. you know and as a result of that, same thing,i get some stuff that's relevant, some that's not. look you can see here at that point intime when i took the screen shot, i was tracking a bunch of other stuff. stuff for clients,programs, brands and you can set up as many of these as you want.now you put the search query in here, the
"result type", i tend to do "everything".i quite like to know the comprehensive option but you have got "news" and other optionsin there. "how often?" i actually generally set that to "as it happens" because if somethingbreaks out, that's how you can see here all of mine are "as it happens." you want to knowthe moment it happens. you don't want to hear about it at the end of the day and meanwhilethere's been an absolute fiasco going on online that you're completely unaware of. and i alsochoose not only the "best results"; i choose "all results." i like the comprehensive. soif you set these, they come to your email and look you'll be getting a lot, so you mayor may not like to check them in that way. for me i get way too many emails so i actuallyfilter them off into a folder that i can refer
to and go and do a big bulk hit of them. buti prefer to log into google alerts itself, click on it and just have a good look at what'shappening. so who here thinks they can give that a go?its really not that hard, doesn't cost you a single cent, but it does help you with trackingwhat's being said about you. now in terms of social networks, it will pick up thingson public facebook pages, it won't pick up things on private facebook group, it won'tpick up things on profiles. they're also generally set to private. so it'll pick up some socialnetworking but it'll certainly pick up media mentions, reviews and so on. it's not totally100% comprehensive, you do have to pay for tools for those but it'll give you a prettygood start, for a free tool anyway.
alright some of you have said you're alreadyusing hootsuite.com. now there's a difference between using it and actually getting sometraining on it. our company does offer full training in this and i'm clever but i foundi had to sit down and do the day training to really understand how to put this thinginto perspective and get it really sorted out. even just last night i was reorganisingmyself because there's sort of a few ways you can approach it. the way i now run it,and this is an old screen shot, i basically say, "right, what are all the hats yvettewears?" so i've got a stream, a tab, for "yvette adams", my brand, and my personal name. where'sthat being used? i've got one for "the creative collective". i've got one for "awards hub",i've got one for "get up to speed program"
which is obviously a product and on it goesand then i have one for "industry news" and so on.this is how i keep tabs on multiple clients and multiple projects and keep pretty muchon top of it. so you know, here i have a search term. so when you do this, these things here,they're called "streams." so someone was saying, "i have hootsuite but i didn't know you coulddo this." so of course one of the really amazing functions of hootsuite is that you can writea message, tick "multiple social networks" schedule it to go out at a later date, ifyou want something to go out at, you know 4 o'clock on christmas eve, you could schedulethat right now and it will go out on christmas eve, that's pretty cool. but from a managementand monitoring perspective you click "add
stream" and then when you get to the nextlevel, it'll have an option to do the key word search.so again use the rabbit ears, so you can see here some of the stuff, its found "yvetteadams" mentioned there, that's not mine. see this is about someone else, but good i knowit's happened, but i can see this mentioned by zoe definitely is me. i may choose to re-tweetthat or thank zoe for doing a shout out, and on it goes. so here's someone else. she'sre-tweeted a marketing mag publication. i don't know her, i might choose to follow herand enter into a conversation. so this is how this stuff works. here's another one "thecreative collective" and on it goes. so do we all think we could go on there andset up those key words? kelly says, "i had
no idea this was available. this is awesome"- isn't it just? i'm glad you know, even if you've just got on and discussed this, that'sgreat. elizabeth says, "we will upgrade what we're doing here." that's good so we'll takethese things to the next level. so look with hootsuite you can get a fair amount of functionalityfree, i believe the next plan up is only $5.95 us a month, so it's not going to break thebank. you may find to set up a number of streams and things you want to, that you do have toincrease it. but i think gosh for six dollars, that's a pretty cheap investment in managingyour online reputation. here's a tool, i'm curious, i wonder how manyof you know this one. hands up if you already know and use social mention? yes? no? oneof you? susan, susan milner, who's been on
lots of our webinars so they're good. renee,samantha, okay cool. so those of you who don't, that's not many of the 42 odd people on, socialmention is a social media search and analysis platform. so this is quite comprehensive whenit comes to managing and monitoring your social media mentions. so you can see on screen ittracks and measures what they're saying about you. it can track twitter, facebook, youtube,google et cetera and it also provides data on comment sentiment.so this is an interesting one. for us, we will work with clients and sometimes whenwe're trying to turn a brand around, perhaps there has been negatives sentiment and that'swhy they've come to us. we'll set up you know, tools like this and it shows, because sometimeswhat we do, is hard to kind of measure or
prove to people. but using tools like thesesuddenly it gets easier. so we can show them that look you used to have quite a poor reputationout there, it's turned. we're now sort of, you know, middle and let's turn that intoa positive and our job here is done. on that note the guys from queensland rail,when they first started i guess, getting into social media, as a whole the sentiment wasreally quite negative and it was really quite forward thinking for queensland rail to geta team in house, that you know was going to specialise in this and like anything theyhad set up this strategy and decide, 'what were the key performance metrics they weregoing to seek?' for them it was that they turned around the negative sentiment towardstheir brand to be positive. so they've had
to do all sorts of hard work and testing andtrialling to work that out, and the knitting insight was just one of those. but they havemanaged to turn it into positive and that's an example of how great it is to, you know,turn these around. so anthony i might get you to send out socialmention if you haven't already and that's another tool, yet another one, that afterthis webinar you might like to check out. so look i've given you some tools, just afew in the time we have that are totally free, they're not hard to set up, nice and easy.like i said we do have much more advanced ones but that would be an advanced session.that would need a whole lot more time with you.i do want to now touch on "what to do if you
don't like what they say." it could be thatyou'll go away from this webinar, set these things up and discover "uh oh, there's somepeople saying some not-so-favourable stuff about us." and to give you a practical exampleof this we were about to start working with a bed and breakfast and this woman was lovely,the place was lovely but she wanted me to do all this proactive marketing and just aspart of our starting to work them, i went and did a bit of research using some of theseprofessional tools to discover what was being said about her you know. what was the generalsentiment? i discovered there was some not-so-positive stuff. so i brought that back to her and isaid "what is this? where did this come from?" -and she, she- i said, actually my first questionwas, "were you aware of this?" - and she said
"no i wasn't" - and she was really quite upsetabout it, and i said to her "what do you want to do about it?" she said "well nothing" youknow "that woman was horrible, i remember her. on the day she came there were buildersin and she wasn't very understanding of that." so that's her point of view, so i guess youknow, the thing you've got to balance here though is the customer is always right. wellnot always, but you've got to find a way to i guess, see things from their point of viewand i do think respond. this particular woman decided she didn't want to respond. she wantednothing to do with it, despite my best attempts to convince her otherwise. so therefore thatmessage was still out there, with no response which i believe i made her brand look likeit didn't care and or wasn't aware of it.
the biggest thing is not to panic, which isperhaps what this person did. so there's a few possible courses of action and here'sthe sort of process i want you to go through. if there's something that doesn't look sofavourable, i want you to try and keep your head screwed on and go through this kind oflist and by the way, there's a workbook made available to you as part of this workshopand this mentions some of the stuff. so you've got that as a reference point. you might liketo have a easy access. first up, "what is the complaint really about?" you know, isthis person just having a bad day? or is it a genuine and you know, fair enough complaintand what are you going to do about it? are they "referring to a specific incident"or is it just a general bad customer experience,
in terms of what they're saying? "did it happento them or someone else?" are they talking about you know, "my friend had a really badexperience with your company" - maybe going and crusading for them. i remember a girlfriendof mine had a really bad haircut and she was so upset and she just didn't have it in herto complain that i actually did so on her behalf and said how awful they were, and idid it publicly and i was hoping for a response and to get a result because they just hackedher hair off and she was devastated. "what specifics are cited?" are they talking"products, services, people, places times?" "who is the person making the complaint?"so for instance i have seen cases of companies receiving complaints and it turns out it'sfrom their competitor who's trying to make
them look really bad, or it's from one disgruntledcustomer who just has a bee in their bonnet and you know, the issue's been solved, they'vegiven them the earth and this person still wants to take a mile. so let's ascertain exactlywho it is as well. "are they in your community?" so i saw anexample of a cafe and when they rang they were very distraught, as these sort of clientsoften are, and they said "oh my gosh this person is out there on facebook saying allthese awful things about our cafe" and i had to go through these questions with them andone was "are they in your community?" "yes they're on the sunshine coast" and my nextquestion was "how big is their reach?" so you know, if this person had five facebookfriends, that's not ideal. but this person
actually had about 3000, so that was lessthan ideal and it meant i guess, helped me evaluate the gravity of the situation.you also need to work out "what's important to them?" what are they going for, you know?was the fact that it was their wedding anniversary and they'd paid all this money and it wastheir first holiday without kids in ten years, or something like that, is that what is importantto them? so therefore how can you i guess, respond with all of that on board.the other thing is "on what platform was the complaint made?" was it on trip advisor? wasit on google? facebook? obviously there are all these platforms. "what are they reallyupset about?" "have they complained about this elsewhere?" because sometimes they'llgo on an absolute tirade. they'll go on multiple
channels so it's pretty important for youto actually respond in each and every channel. because if someone goes on trip advisor andyou haven't responded, even though you know you've responded over on facebook, the personchecking that trip advisor, you know listing for that company, doesn't know that. so that'simportant too, and "is this a new or existing issue?" - or even a recurring issue. becauseif that's the case and there's maybe some truth in it, it's something that you needto look at. so look on screen there we've got an exampleof someone having a whinge about woolworths. part way throughout the meal, found a chunkof cardboard in it and good on woolworths, they're actually jumping on board. now whatthey've done really well in this case, woolworths,
is they've said, "we're very concerned. they'resaying they want to take the issue offline. that is actually a really good course of action,particularly if the customer is really quite disgruntled. because you don't really wantto have a big public brawl, if you like, on social media. i've seen that, i've seen aphotography company that you know, had a disgruntled customer and it went back and forth, backand forth with the company and the customer - it was just very public, everyone couldsee it, totally unnecessary, not good for the company, not good for the customer. reallywhat that company should have done has said "we are concerned" along the lines of whatwoolworths has done here, "please call us and here's our details." so it shows you docare and that you're making yourself available.
but by taking it offline it's not world ofmouth. it's not there for everyone to see. it becomes a private issue and hopefully youcan resolve a lot quicker. so with some of these things helping you guysyou know, in terms of what processes you might need to do, - i can see some questions comingthrough, we may cover it in the next few slides, and if not let's go through some questionsat the end. it's really important, and this must sound so straightforward but people forgetto do it to just remain calm. simply breathe and sometimes you actually might need to buyyourself a bit of time because there's no point responding when you're emotional. there'sa few times that you really shouldn't respond to something on social media and that's underthe influence and it's when you're emotional
as well.so remain calm but you know, not doing it straight away doesn't mean you're going toignore it. but basically do it when you're in a better space and you may need to, i don'tknow, get some help with getting into a better space. talk to a business coach, talk to yourstaff, discuss it with a friend or partner, someone that you value their opinion and willhelp you make the common sense approach, rather than fuelled with emotion, anger etc. takeit offline as i've already explained. if you are in the wrong, it does take a big person,but it's much better to admit it, than just to deny that you had any part in it at all.sometimes you need to ask how you can fix it because you actually don't know. sometimesthese customers will have hidden agendas,
they're not really being clear. they're emotional,so their communications can be quite all over the place. so sometimes simply by respondingand saying "we would love to fix this issue and would appreciate your suggestions on howit could be resolved" something along those lines could be a really good response.with all of that though, it can be time consuming, but i think it's worth the investment of thetime. if you don't deal with this and you don't see it through, they can pop up andbecome a big mess, you know. a pr fiasco, online reputation disaster, even a legal issue.so if you are going to own it, i tell my staff this, if they are dealing with an issue, seeit through and if you do hand it over to someone, make it very clear you now own this issueand you need to see it through. i'm not taking
part in this any more. there's no confusionof "oh i thought you were getting back to them and look no one did." meanwhile thisclient is still irate. it's a good idea to update people as earlyas you can, respond and often as you can. there are developments in progress, like let'ssay, "i would like to offer you a free nights accommodation at the hotel, but i need toask the manager" you know, go and ask the manager. you might need to then say, "lookthe manager is away on holiday, it's going to take a little longer than i thought" butkeep updating them so they know that you're on it and they'll really appreciate thoseefforts that you're going to. be transparent you know when i talked aboutthe one who had the b and b, and she had the
issues, i think it's okay to say "look wehad builders and we realise it was a little bit noisier than usual and we didn't thinkit would impact on our customers to the level that it did." so just being open and honestcould really help them. rather than trying to say "oh it wasn't loud and sort of makingit their problem." sometimes the best defence is a good offence, so sometimes you need tobe strategic about this. you might need to play plots or plan a good strategic game,if it's quite a bit issue, and don't under estimate the power of social media.we are seeing every day influences pop up, people with thousands and thousands of followersand friends, they're everyday people but they can have certainly a lot of power. so thebiggest thing of all is what's on screen and
that's to show that you're listening and youare doing your very best or taking steps to rectify it. let me give you some examplesof this because i can say all this stuff but sometimes it doesn't mean anything unlessyou actually see an example. so here's brisbane airport, i was a traveller, i got home lateon a friday night, i was pretty tired and i was pretty grumpy, i was even hungry, 'hangry'which is 'hunger' with 'angry' - that's not a good combination, and i got out the airportand i could not work out where to get my bus, they'd changed it all.the signage was all over the shop so i tweeted them, i was disgruntled and you can see herei put, this is my first comment down the bottom "been in + out of the airport 4 times thisweek for biz travel & think the revised pick
up zone is too far & wet! not happy." - andthey came back with "bear with us. construction still underway. access to skywalk coming soon.will improve access to and from the terminal." anyway, i wrote "good to know what's goingon and love the fact you monitor twitter on a friday night. have a good one guys." ohthis was my second one actually. "good to get such a quick response. the signage toc1 is seriously lacking too. there are 2 signs that point at each other!" - and they actuallycame back to me and said, "where are they?" and i said "outside of jetstar domestic."so i was being helpful to them, they were resolving an issue that they weren't evenaware of and they were being responsible on a friday night. now you might say "there'sno way i'm replying to customers on twitter
on a friday night" but look if you're sittingwatching the footy and you get this disgruntled person, it's not that hard to text back, whichis effectively what twitter is. it's a text message online and better that than havinga disgruntled person with all these thousands of followers, i mean we have 4000 followersand that's only on one network. we have tens of thousands across the others. i could havebeen quite damaging to that brand if i wanted to. but i was just pleased that they responded.so that was a good example, here's a not so good example. this is a hotel, i'm not namingthe hotel, but we had checked in to say that we're here, not just at the physical hotelbut on the online foursquare option as well, and they came back to us and said "thanksfor staying at" - wherever it was - "hope
to see you again soon." so we thought 'ohgreat they want to have a chat, we'll do that.' we said "thanks it was a great hotel, butdisappointed with with internet access. we'd called ahead to check suitability but it wasno good." we were trying to run a webinar from there, we'd run ahead and they'd assuredus that it would be suitable and then they gave us a card for 100 mega bytes, which wasslow and was just not enough for us to do our webinar. it went deafly silent, not oneperson- as soon as we'd made that comment, they just stopped talking to us, which wethought was very, very poor and didn't make us think very highly of that hotel and youknow what? we've never stayed back there since and we actually do quite a lot of businesstravel with quite a few of us travelling.
so that's what not to do.i'm conscious of the time, it's whizzing by, we're having a ball though. so i'm going togo fast through these. here's another couple of examples, a negative reputation. so anautomotive company had lots of locations, lots of happy customers. there were a fewdisgruntled ones who had left comment about the company on yelp and the company felt itsonline reputation was out of alignment with its offline reputation, which was pretty positive.so what did they do about that? well they got access to the monitoring platform andthey started monitoring this and reporting on it weekly and they got some recent customersand got their feedback and asked them to leave it. so they got more proactive with solicitingcustomers and so if they were negative or
positive they started responding. so customerssuddenly saw that hey, you know, they do care. and the thing to know about that too is it'squite unrealistic probably to think you'll have 100% of your customers happy, 100% ofthe time. i personally don't know any companies that can achieve that. there's always someoneno matter what you do, that seems unhappy. so you know, just by showing that you do havepositive, can balance out the negative i guess. here's another one, a company had a googlesearch and their name for a home security company shown on the first results and sevenof them were negative. it included an unflattering video, with the complaints on ripoff report.so that a satisfied customer base but just a few bad experiences with people who haddecided to get really vocal. this is not an
example i've personally worked with, but ido know of one very, very similar. same thing, if you googled this woman�s name, she hada great reputation, lots of people loved her. i thought she was fantastic at what she didbut there was just one customer who decided to be very vindictive and write some prettybad stuff about them. so it was a very similar way to resolve itas this example. they created positive content on youtube so youtube is the second biggestsearch engine. if you get lots of good content on there, you can actually get those videospositioning quite high on google and pushing the other content down. i also ask other websitesto link to their youtube channel. in a few cases they contacted the bloggers who weredisgruntled and see if they could change the
negative starts. it did take twelve monthsto purge the front page, but they did manage to do it and i reckon it's worth it becauseimagine all the lost sales if that continued to be what people saw when they first googledtheir company. so look i'm about to wrap up and open it upfor questions but with all of this there is a fair bit to it. you may or may not havethe skills or you may or may not have the time, if you're not confident here's someoptions. number one, get more training. we've only had an hour with you; we do run in-persontraining where we go into this stuff much more detailed. i'd love the opportunity towork for you or work with you. "make someone at your office responsible" is another option,so actually get them to report on this on
a regular basis. so it could be a routinemeeting, they've got to show what's the sentiment, what are some of the comments being made andhow they've been soliciting positive testimonials. you can contract a social media professional,that's what we do for some people and we manage multiple accounts and we're in touch withbest practice, because look all the social networks change as to what you can and can'tdo. some pr professionals do understand the online environment, not all do. so if youare going to look to them, make sure you do check them out thoroughly and see what toolsthey use. some of the stuff we've shared with you today, if they're not aware of those tools,then perhaps they're not for you. there may even be instances where you require the servicesof a legal professional; it could be good
to get them on standby, should things evergo that way. so in summary remember sort out home basefirst. ask your staff, customers and contractors and so on what they think of you and whereyou could be doing better. sort that out. set up ways to monitor and manage your onlinereputation. start to respond, i've given you lots of ways to respond and things to considerand do encourage reviews and feedback, because they, if they're positive, they can be very,very powerful for your business. i'm just wanting to get to the question page,which is this one. so guys i'm curious, do we have some questions? i think i've seensome floating around. i'll just get anthony to cue them up for me. fiona has asked, "whereare the workbooks for these webinars stored?"
i think anthony may have answered but justin case there's any confusion on that from other people on today, we actually send youan email once you've registered confirming your registration and there's a link thatyou can download the workbook from. so you might like to go back and revisit those. youcan actually watch these recordings. we upload them to youtube; we share them with the queenslandgovernment. they do some i guess, slight edits and things and make sure they're spick andspan and then they get uploaded to the business.qld.gov youtube channel. so you can go ahead and watchsome. we've done quite a few this week and it's always good to watch the most recentones, because they are of course the most recent information.okay here's another question from anita "if
someone does complain and reach a solution,should you make it public? and if so, how do you go about that without making it obviousyou're trying to fix your public image?" interesting one. it really depends on the situation. looklet's say there was a situation, let's say you took it offline and you did resolve it,i don't think you need to go back and announce that to everyone. provided that what peoplesee when they google around or are on your trip advisor or facebook, provided they seethat you did respond and you took it offline and that you did care, i think that's enough.people don't need to know all the ins and outs of what the, you know, gave them a freenights accommodation or i don't know, however you fix that, i don't think they need to knowto that detail.
have we got any others? i think i'm just goingto scroll through because i did see some i thought. funny, elizabeth said she is at homewith a sick child so i was correct in joking around about that. feel free to text throughyour questions or raise your hand if you do want to ask something. john made a good comment,john playfair "that it's important to have social medias in place and signed off by staff."you're absolutely right john, it's one thing to have these things, but if you don't actuallydistribute them and communicate them, and get them to write and say "i've read and iunderstand this" you don't really have a lot of legs to stand on in a court of law.okay, going down. lots and lots of great feedback, maybe not so many? everyone's just saying"good session" alright have we got any hands
raised? does anyone want to, just while you'vegot me for another five minutes or so, ask anything related to social media, online reputationmanagement? feel free. on that note, if you are interested in finding out more about socialmedia, we've got the amazing zoe white taking a session on this wednesday at 12:30pm. goahead and register for free and she'll tell you how to get started with social media.there are some great tips on there, even for those who are already on there. getting somelovely feedback, thank you guys. "verrrrrrrry good" with lots of 'r's', "great presentation,learned a lot to start building a network and profile" says nick. "good session yvette,thank you." people are saying they have to run, fantastic.alright well i'll just go back two slides,
if you want more information, the queenslandgovernment has an excellent website. they're adding stuff to it all the time. there aretemplates, workbooks, help sheets, cheat sheets, templates and more on business.qld.gov.au.they also have a facebook, twitter and youtube account which i encourage you to follow, likeand subscribe to, and then you'll get the latest and greatest stuff coming out. at thebottom there you can also see there's a queensland government business and industry portal. youcan get the latest and learn information and so on. if you don't have an account yet it'sreally easy to create one. now finally it is one of our requirementswith these webinars to get you to fill in a survey. only takes a minute, we'd really,really appreciate it if you could just before
you log off, answer a few quick questionsfor us and then we will keep our compliance record with the queensland government andhopefully be in a position to deliver more webinars in the future. so look it's beenlots of fun.
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