Online reputation management for brands
?Download as PPTX, PDF?
3 likes?443 views
Presentation on brand reputation management online for Marketing 2.0 conference in Minsk, Belarus
Online reputation management for brands
- 1. ?§¢§â§Ö§ß§Õ §á§â§Ú§ã§à§Ö§Õ§Ú§ß§Ú§Ý§ã§ñ §Ü §é§Ñ§ä§å?§²§Ñ§Ù§Ô§à§Ó§à§â§í §ã §á§à§ä§â§Ö§Ò§Ú§ä§Ö§Ý§Ö§Þ §Ó §ª§ß§ä§Ö§â§ß§Ö§ä§Ö §£§Ý§Ñ§Õ§Ú§Þ§Ú§â §¥§Ö§Ô§ä§ñ§â§Ö§Ó,Nords PR Ukraine§®§Ú§ß§ã§Ü, 6.10.20091
- 2. ?2
- 4. §±§à§ä§â§Ö§Ò§Ú§ä§Ö§Ý§ÚWikipedia¨C §Õ§à 327 §Þ§Ú§Ý§Ý§Ú§à§ß§à§Ó§å§ß§Ú§Ü§Ñ§Ý§î§ß§í§ç §á§à§ã§Ö§ä§Ú§ä§Ö§Ý§Ö§Û (comScore)
- 5. Facebook¨C §á§à§é§ä§Ú 250 §Þ§Ú§Ý§Ý§Ú§à§ß§à§Ó§å§ß§Ú§Ü§Ñ§Ý§î§ß§í§ç §á§à§ã§Ö§ä§Ú§ä§Ö§Ý§Ö§Û, 80 §Þ§Ú§Ý§Ý§Ú§Ñ§â§Õ§à§Ó §á§â§à§ã§Þ§à§ä§â§à§Ó §ã§ä§â§Ñ§ß§Ú§è §Ö§Ø§Ö§Þ§Ö§ã§ñ§é§ß§à (TechCrunch)
- 6. Twitter¨C §Ò§à§Ý§Ö§Ö32 §Þ§Ú§Ý§Ý§Ú§à§ß§à§Ó§å§ß§Ú§Ü§Ñ§Ý§î§ß§í§ç §Ö§Ø§Ö§Þ§Ö§ã§ñ§é§ß§í§ç§á§à§ã§Ö§ä§ä§Ö§Ý§Ö§Û, §Ú §Ò§à§Ý§Ö§Ö 2.08 §Þ§Ú§Ý§Ý§Ú§à§ß§à§Ó§Ñ§Ü§ä§Ú§Ó§ß§í§ç §á§à§Ý§î§Ù§à§Ó§Ñ§ä§Ö§Ý§Ö§Û- §Ó §ã§â§Ö§Õ§ß§Ö§Þ 9 ¡°§ä§Ó§Ú§ä§à§Ó¡± §Ó §Õ§Ö§ß§î (Tech Crunch, GigaTweet)
- 7. YouTube-100 §Þ§Ú§Ý§Ý§Ú§à§ß§à§Ó §Ö§Ø§Ö§Þ§Ö§ã§ñ§é§ß§í§ç §á§à§ã§Ö§ä§Ú§ä§Ö§Ý§Ö§Û, §Ú14.8 §Þ§Ú§Ý§Ý§Ú§Ñ§â§Õ§à§Ó §á§â§à§ã§Þ§à§ä§â§à§Ó §Ó§Ú§Õ§Ö§à/§Þ§Ö§ã§ñ§è (YouTube Report)
- 8. LinkedIn¨C §Ú§Ù 16 §Þ§Ú§Ý§Ý§Ú§à§ß§à§Ó§Ö§Ø§Ö§Þ§Ö§ã§ñ§é§ß§í§ç §á§à§ã§Ö§ä§Ú§ä§Ö§Ý§Ö§Û, §Ò§à§Ý§Ö§Ö 80% §á§à§Ý§å§é§Ú§Ý§Ú §Ó§í§ã§ê§Ö§Ö §à§Ò§â§Ñ§Ù§à§Ó§Ñ§ß§Ú§Ö, §Ñ 70% §á§à§Ý§å§é§Ñ§ð§ä $60,000 §Ú§Ý§Ú §Ò§à§Ý§î§ê§Ö (Tech Crunch and Quantcast)
- 9. §ª§Ù §Ò§à§Ý§Ö§Ö5 §Þ§Ú§Ý§Ý§Ú§à§ß§à§Ó §Ò§Ý§à§Ô§à§Ó12% - §Ü§à§â§á§à§â§Ñ§ä§Ú§Ó§ß§í§Ö, §ä.§Ö. §Ò§à§Ý§Ö§Ö 600 §ä§í§ã§ñ§é §Ó 2008 §Ô. (Technorati)
- 10. §£ §Ú§ð§ß§Ö2009 §ß§Ñ Flickr§Ò§í§Ý§à§Ò§à§Ý§Ö§Ö3.6 §Þ§Ú§Ý§Ý§Ú§Ñ§â§Õ§à§Ó§Ú§Ù§à§Ò§â§Ñ§Ø§Ö§ß§Ú§Û, §ß§Ñ 600 §Þ§Ú§Ý§Ý§Ú§à§ß§à§Ó§Ò§à§Ý§î§ê§Ö, §é§Ö§Þ §Ó §ß§à§ñ§Ò§â§Ö 2008.4
- 11. §¬§à§Þ§á§Ñ§ß§Ú§Ú §Ú §Ò§â§Ö§ß§Õ§íMcKinsey 200969% §â§å§Ü§à§Ó§à§Õ§Ú§ä§Ö§Ý§Ö§Û§ã§é§Ú§ä§Ñ§ð§ä, §é§ä§à§Ú§ã§á§à§Ý§î§Ù§à§Ó§Ñ§ß§Ú§Ö Web2.0 §ä§Ö§ç§ß§à§Ý§à§Ô§Ú§Û§à§Ò§Ö§ã§á§Ö§é§Ú§Ý§à§¢§à§Ý§Ö§Ö§Ú§ß§ß§à§Ó§Ñ§è§Ú§à§ß§ß§í§Ö §á§â§à§Õ§å§Ü§ä§í §Ú §å§ã§Ý§å§Ô§Ú§¢§à§Ý§Ö§Ö §ï§æ§æ§Ö§Ü§ä§Ú§Ó§ß§í§Û §Þ§Ñ§â§Ü§Ö§ä§Ú§ß§Ô§§å§é§ê§Ú§Û §Õ§à§ã§ä§å§á §Ü §Ú§ß§æ§à§â§Þ§Ñ§è§Ú§Ú §Ú §Ù§ß§Ñ§ß§Ú§ñ§Þ§¢§à§Ý§Ö§Ö §ß§Ú§Ù§Ü§Ú§Ö §à§á§Ö§â§Ñ§è§Ú§à§ß§ß§í§Ö §â§Ñ§ã§ç§à§Õ§í§¢§à§Ý§Ö§Ö §Ó§í§ã§à§Ü§Ú§Ö §Õ§à§ç§à§Õ§í5
- 12. §©§Ñ§é§Ö§Þ §Ü§à§Þ§á§Ñ§ß§Ú§ñ§Þ §ß§à§Ó§í§Ö §Þ§Ö§Õ§Ú§Ñ?6
- 13. Best cases§µ§é§Ú§Þ§ã§ñ §å §Ý§å§é§ê§Ú§ç7
- 16. 10
- 17. Starbucks11
- 19. GM13
- 20. 14
- 21. JTI, MTC15
- 22. 16
- 29. §¯§Ö§á§â§à§Ù§â§Ñ§é§ß§à§ã§ä§î23§ª §Ó §à§Ò§ë§Ö§Þ, §á§à§Õ§ç§à§Ø§å §ñ §Ü §ä§Ó§à§Ö§Û§Þ§Ñ§Þ§Ö¡
- 30. §±§à§Ü§å§á§Ü§Ñ §Ò§Ý§à§Ô§Ö§â§à§Ó24§²§Ö§Ü§Ý§Ñ§Þ§Ñ §Ó §Ò§Ý§à§Ô§Ñ§ç: §ä§Ö§á§Ö§â§î §à§Ò "§µ§ä§Ü§à§ß§à§ã§Ö" §Ù§ß§Ñ§ð§ä §Ó§ã§Ö!§£ §¨§¨ §â§Ñ§Ù§Ô§à§â§Ö§Ý§ã§ñ §ã§Ü§Ñ§ß§Õ§Ñ§Ý, §ã§Ó§ñ§Ù§Ñ§ß§ß§í§Û §ã §ã§à§à§Ò§ë§Ö§ß§Ú§ñ§Þ§Ú §â§Ö§Ü§Ý§Ñ§Þ§ß§à§Ô§à §ç§Ñ§â§Ñ§Ü§ä§Ö§â§Ñ §Ó §Ø§å§â§ß§Ñ§Ý§Ñ§ç "§ä§í§ã§ñ§é§ß§Ú§Ü§à§Ó". §¯§Ñ§Ü§Ñ§ß§å§ß§Ö §ã§â§Ñ§Ù§å §Ó §ß§Ö§ã§Ü§à§Ý§î§Ü§Ú§ç §á§à§á§å§Ý§ñ§â§ß§í§ç §Ø§å§â§ß§Ñ§Ý§Ñ§ç ¡ª radulova, kulhazker, scandal-max §Ú §Õ§â§å§Ô§Ú§ç ¡ª §Ò§í§Ý§Ñ §à§á§å§Ò§Ý§Ú§Ü§à§Ó§Ñ§ß§Ñ §ã§ã§í§Ý§Ü§Ñ §ß§Ñ §ã§Ñ§Û§ä §Þ§à§ã§Ü§à§Ó§ã§Ü§à§Û §ä§à§â§Ô§à§Ó§à§Û §ã§Ö§ä§Ú "§µ§ä§Ü§à§ß§à§ã" §ã §á§à§Ý§à§Ø§Ú§ä§Ö§Ý§î§ß§í§Þ§Ú §à§ä§Ù§í§Ó§Ñ§Þ§Ú §à§Ò §ï§ä§à§Û §Ü§à§Þ§á§Ñ§ß§Ú§Ú. §®§ß§à§Ô§Ú§Ö §Ò§Ý§à§Ô§Ô§Ö§â§í §ß§Ö §á§à§Ó§Ö§â§Ú§Ý§Ú §Ó §ã§Ý§å§é§Ñ§Û§ß§í§Ö §ã§à§Ó§á§Ñ§Õ§Ö§ß§Ú§ñ §Ú §å§Ó§Ú§Õ§Ö§Ý§Ú §Ó §ï§ä§à§Þ §á§à§á§í§ä§Ü§å §à§â§Ô§Ñ§ß§Ú§Ù§à§Ó§Ñ§ä§î §â§Ö§Ü§Ý§Ñ§Þ§ß§å§ð §Ü§Ñ§Þ§á§Ñ§ß§Ú§ð "§µ§ä§Ü§à§ß§à§ã§Ñ.
- 31. §¯§å§Ø§ß§í §Ý§Ú §Ó§Ñ§Þ §ß§à§Ó§í§Ö §Þ§Ö§Õ§Ú§Ñ?25
- 32. §¤§Õ§Ö §Ó§í §ã§Ö§Û§é§Ñ§ã?§³§à§Ù§Õ§Ñ§ä§Ö§Ý§î§¬§â§Ú§ä§Ú§Ü§³§à§Ò§Ú§â§Ñ§ä§Ö§Ý§îJoiner§©§â§Ú§ä§Ö§Ý§î§ª§ß§Ú§è§Ú§Ú§â§å§Ö§ä§Ö §â§Ñ§Ù§Ô§à§Ó§à§â
- 34. §±§à§Þ§à§Ô§Ñ§Ö§ä§Ö §Õ§â§å§Ô§Ú§Þ §ß§Ñ§Û§ä§Ú §Ó§Ñ§ã
- 42. §³§Ý§Ö§Õ§Ú§ä§Ö §Ù§Ñ §ä§Ö§Þ, §é§ä§à§Ô§à§Ó§à§â§ñ§ä §à §Ó§Ñ§ã
- 44. §µ§Ù§ß§Ñ§Ö§ä§Ö §à §ß§à§Ó§à§ã§ä§ñ§ç5 §Ó§à§á§â§à§ã§à§Ó§ª§ß§ä§Ö§â§ß§Ö§ä §Ú Web2.0 ¨C §Õ§Ý§ñ §Ó§Ñ§ã, §Ö§ã§Ý§Ú§£§Ñ§ê§Ú§Ü§Ý§Ú§Ö§ß§ä§í, §á§Ñ§â§ä§ß§Ö§â§í§Ý§Ú§Ò§à§á§à§ä§Ö§ß§è§Ú§Ñ§Ý§î§ß§í§Ö§ã§à§ä§â§å§Õ§ß§Ú§Ü§Ú §Ñ§Ü§ä§Ú§Ó§ß§à §á§à§Ý§î§Ù§å§ð§ä§ã§ñ§Ú§ß§ä§Ö§â§ß§Ö§ä§à§Þ§µ §Ó§Ñ§ã §Ö§ã§ä§î§Ø§Ö§Ý§Ñ§ß§Ú§Ö§Õ§Ö§Ý§Ú§ä§î§ã§ñ§Ú§ß§æ§à§â§Þ§Ñ§è§Ú§Ö§Û§µ §Ó§Ñ§ã §Ö§ã§ä§î §Ü§à§Þ§å (§â§Ö§ã§å§â§ã§í) §Õ§Ö§Ý§Ú§ä§î§ã§ñ §Ú§ß§æ§à§â§Þ§Ñ§è§Ú§Ö§Û§µ §Ó§Ñ§ã §Ö§ã§ä§î §Ø§Ö§Ý§Ñ§ß§Ú§Ö §Ó§ã§ä§å§á§Ñ§ä§î §Ó §Õ§Ú§Ñ§Ý§à§Ô§£§í §Ô§à§ä§à§Ó§í §Ó§à§ã§á§â§Ú§ß§Ú§Þ§Ñ§ä§î §Ü§â§Ú§ä§Ú§Ü§å §Ú §Õ§Ö§â§Ø§Ñ§ä§î §ß§Ñ §ã§Ó§à§Ö§Þ §â§Ö§ã§å§â§ã§Ö §ß§Ö§Ô§Ñ§ä§Ú§Ó§ß§í§Ö §Ü§à§Þ§Þ§Ö§ß§ä§Ñ§â§Ú§Ú27
- 45. ?28
- 46. §£§Ý§Ñ§Õ§Ú§Þ§Ú§â §¥§Ö§Ô§ä§ñ§â§Ö§Ó§¥§Ú§â§Ö§Ü§ä§à§â §á§à §ã§ä§â§Ñ§ä§Ö§Ô§Ú§ÚNords PR Ukraine
- 48. ICQ: 133576048
- 49. vdehtyarov@gmail.com§¥§à §Ó§ã§ä§â§Ö§é§Ú §Ó §ª§ß§ä§Ö§â§ß§Ö§ä§Ö!
Editor's Notes
- #9: BlendtecBefore ¡°Will It Blend¡±A faceless company with expensive productNew marketing director means a set of new eyesA charismatic CEO with some interesting habits¡°Extreme blending¡± as a regular occurrenceBlendtecAfter ¡°Will It Blend¡±Millions of Eyes and Ears: 65 million YouTube views, 120 million WillItBlend.com viewsDominate the Search Results: Turn search buzzwords (¡°Chuck Norris¡±, ¡°iPhone¡±) into video trafficMore Efficient, More Effective: They¡¯ve received national media coverage (TV appearances, awards) that is equivalent to millions of dollars in advertisingIncreasing the Bottomline: Total Blender retail sales grew 700% in the past two yearsMaking the World a Better Place:Blendtec auctioned the blended iPhone on Ebay which sold for $1,000 and proceeds were donated to a children¡¯s hospital
- #10: The Trouble Ford Was InConsumers don¡¯t trust corporationsTrust needs a face and a nameEnter the automotive crisisFord put into an interesting positionCan a bad situation be a brand defining moment?Get Your Content Out There: Traffic increased 100% in past 4 months to thefordstory.com¡°Ford Story¡± CEO YouTube video has received 53,354 viewsA Strong Leading Man: Scott Monty has 14265 followers on Twitter and conducts almost daily interviews with blogs, news sites, and televisionBe the Brand Everyone Is Talking About: #12 in AdAge¡¯s most social brands of 2008, next to Disney, Sony, Dell and AppleOwning Your Story, Before It Owns You:Ford effectively changed the conversation around the automotive bailout to position themselves in a different light than the others