• A brand isn’t what you think it is – it’s what your customers think (and say) it is
• Good examples of brand reputation management online: BP and the oil spill, Primark and ethical trading
• Bad example? Interflora on Valentine’s Day – didn’t deal with Tweets about missed deliveries, etc

Dealing with the negative

• Uncover and respond to all mentions
• Respond publically so others can see
• Never respond posing as a happy customer
• Don’t ignore negative press (it won’t go away)

Reward the positive

• Acknowledge positive feedback
• Keep a record of who they are
• Dedicate a member of your team to ‘network’ with the followers
• Respond to any questions they have
• Engage with followers

Brand monitoring

• If you don’t know what people are saying about you, how can you know the future of your business?
• Analyse: negativity, positivity, competitors, content drivers, trademark infringement, counterfeit websites
• Phrases to monitor: brand name, common misspellings, abbreviations, trademarks, senior managers, key products/services, your competitors
• Website to monitor: social media, industry blogs, personal blogs, forums, reviews, articles, photos, competitors, video
• How long does it take? Brand monitoring should form part of your day-to-day job. Koozai spend over 30 hours a month monitoring their brand

Brand Monitoring Tools (paid)

• BrandsEye – $199 a month. Monitor phrases, competitors over time, sentiment
• Brandwatch – £400 a month.
• Trackur
• Sprout Social

Brand Monitoring Tools (free)

• TweetDeck
• Google Alerts
• HootSuite (similar to TweetDeck)
• Social Mention

Monitoring Social Through Google Analytics

• Use advanced segments to monitor negative brand mentions that are coming into your website – setup alerts
• Monitor brand traffic decreases/increases (use Intelligence alerts)
• Social Conversions is new to Analytics, see information about people who are actually interacting with your brand. See links, Google+, re-shares, reddit comments, etc
• View Shared URL reports to see social shares from Google properties
• View Social Network Interaction to see which networks interact best with your content
• View Social Visitor Flow to see interaction points
• Setup brand monitoring dashboards in Analytics (i.e. monitoring brand visits, social visits, popular content, etc)
• View example Analytics dashboard at: http://kooz.ai/brand-monitoring-dash

How to Protect your Brand

• Trademark your brand – there’s nothing stopping somebody creating a brand similar to you without this
• Establish your social media profiles, and update existing profiles with brand details (images, links, descriptions)
• Secure relevant TLDs in relation to your brand (inc. misspells) – redirect these to your main domain

Getting Page 1 Google Domination

• The aim is to “own” page one with positivity around your brand
• Think about the Zero Moment of Truth - where are your customers looking (aside from your site?)
• Look for relevant queries like “reviews”, etc, and make sure you have positive brand presence around these
• Qantas is a good example of page 1 domination – same for 3M
• Bad example? KFC. Lots of negativity. Groupon and Ryanair are other bad examples
• What types of pages rank well for brand? Domains, wikipedia, news, financials, customers, social profiles, niche sites, vouchers, industry, videos
• Use rank tracking to monitor your brand terms and work to improve them