Mark Zuckerberg Casou no Passado Sábado

O fundador do Facebook, Mark Zuckerberg, casou no passado Sábado com Priscilla Chan, sua namorada “desde sempre”. O enlace de Zuckerberg decorreu em casa, de forma simples e com menos de cem convidados, apenas um dia depois de ter tornado a sua empresa pública.
http://www.facebook.com/#!/zuck/info

44% dos Utilizadores nunca irão Clicar em Ads

Uma nova pesquisa levada a cabo pela Agência de Marketing Greenlight revela que 44% dos utilizadores afirma não ter a intenção de vir a clicar num Facebook Ad.

http://venturebeat.com/2012/05/17/44-perecent-facebook-never-click-display-ads/

A Terceira Edição de “As Novas Regras do Marketing & RP” já saiu!

David Meerman Scott  apresenta novas soluções para atingir compradores online de forma directa, através de: Social Media, Online Video, Aplicações Móveis, Blogues, Marketing Viral, etc.

http://socialcommercetoday.com/speed-summary-the-new-rules-of-marketing-and-pr-new-3rd-edition/

Porque deixou a GM de anunciar no Facebook?

O Wordstream criou um infographic que poderá reveler os motivos por detrás da desistência da GM em anunciar no  Facebook. As opções de targeting, os formatos e a performance são algumas das variáveis analisadas.

http://www.searchenginejournal.com/why-did-gm-drop-facebook-advertising/43701/

Evolução nos Mobile Ads – Quem serão os próximos líderes?

Não é novidade que os Estados Unidos são líderes no mercado dos anúncios para dispositivos móveis, mas isso está prestes a mudar, de acordo com um estudo do Yankee Group.

http://helensaag.blogspot.pt/2012/05/mobile-ad-growth-who-are-going-to-be.html?utm_source=twitterfeed&utm_medium=twitter

Facebook chega à Bolsa

Foram negociadas 579 milhões de acções, mas o Facebook fechou o primeiro dia em bolsa a valer quase o mesmo com que se estreou. “Pensava que as acções iam abrir nos 48 dólares e subir por aí acima”, comentou Michael Cohn, especialista na Atlantis Asset Management, à CNBC.

http://economico.sapo.pt/noticias/facebook-encerra-a-valer-quase-o-mesmo-preco-do-ipo_144893.html

Chegou o Facebook Page Manager

Boas notícias para os administradores de páginas! O Facebook está a testar uma aplicação para dispositivos móveis que permitirá a gestão de páginas. A aplicação está já disponível na app store, em alguns países, sendo disponibilizada para todo o mundo nos próximos dias.

http://www.simplyzesty.com/facebook/huge-news-for-facebook-page-admins-page-manager-app-is-now-live-complete-guide/

Google Chrome aproxima-se do IE

O browser da Google conquista utilizadores em todo o mundo e aproxima-se cada vez mais da liderança, nomeadamente em Portugal.

http://gs.statcounter.com/#browser-PT-monthly-201201-201205

Marketing Digital e Social Media
Tudo aquilo que você perdeu mas tem de encontrar !

Negócio do Instagram adiado devido a Investigação.

O adiamento do negócio do Instagram poderá trazer para a corrida concorrentes como a Google ou o Twitter.
http://www.telegraph.co.uk/technology/facebook/9259172/Facebook-Instagram-deal-delayed-by-investigation.html

O Milionário Buffet evita Acções de Empresas como o Facebook.

O milionário Buffet é da opinião que é demasiado difícil determinar o valor concreto de negócios como o Facebook ou Google.
http://news.yahoo.com/buffett-says-investors-shouldnt-act-headlines-114145141–finance.html

Facebook – Pagar um Highlight no Status Update em Teste.

Facebook lança novo teste para averiguar o interesse por parte dos utilizadores individuais em pagar para que mais amigos vejam o seu Status Update. A ideia é polémica, já que o Facebook sempre foi gratuito para os utilizadores individuais.
http://techcrunch.com/2012/05/10/highlight-facebook-status-updates/

Facebook vai Vender Aplicações!

O Facebook anunciou o lançamento de uma app center, uma boa notícia para os investidores desiludidos.
(dois artigos, duas visões)
http://techcrunch.com/2012/05/10/heres-what-the-facebook-app-center-is-really-about/
http://www.stuff.co.nz/technology/digital-living/6896927/Facebook-to-sell-apps-through-new-hub

Facebook – Nova Funcionalidade Permitirá a Partilha de Ficheiros.

O Facebook anunciou a nova possibilidade de partilha de ficheiros para utilizadores dos Grupos. No entanto, tal não acontecerá para todo o tipo de ficheiros, existindo uma forte preocupação com hackers e leis ao nível do copywright.
(dois artigos, duas visões)
http://mashable.com/2012/05/10/facebook-groups-3/?utm_content=13282-735
http://techcrunch.com/2012/05/10/facebook-file-sharing-to-all-groups/

Jovem cria C.V. no Pinterest (e consegue emprego).

Jeanne Hwang lança um CV no mínimo original, através da rede social Pinterest, com detalhes sobre a sua vida, percurso, experiências, etc.
http://thenextweb.com/socialmedia/2012/05/08/this-pinterest-user-turned-her-account-into-an-online-cv-and-its-landed-her-a-job-offer/

Pinterest Funciona agora Integrado ao Flickr.

A partilha de imagens no Flickr terá um botão para enviar fotos (e outras funcionalidades)  directamente no Pinterest.
http://diariodigital.sapo.pt/news.asp?id_news=570812

Descubra se está Viciado em Facebook!

O assunto não é novidade e é, até, consensual entre os especialistas – é possível desenvolver-se uma adicção em Facebook. Fica um teste desenvolvido especificamente para o assunto.
http://mashable.com/2012/05/09/facebook-addiction-quiz/

Prezi – o novo “Power Point”.

O Prezi está aí para revolucionar o mundo das apresentações e fazer frente ao habitual Power Point, que todos conhecemos.
http://www.businessinsider.com/why-prezi-is-the-new-power-point-for-good-looking-and-feature-rich-presentations-2012-5

Angry Birds – o Êxito Continua.

A Rovio Entertainment, criadora de Angry Birds, continua a dar cartas e planeia uma série, um filme e a entrada para a bolsa.
http://www.dailymail.co.uk/sciencetech/article-2141123/Angry-Birds-creators-float-stock-market-5-5-BILLION-puzzle-game-hits-200-million-users-month.html

LYNX ANARCHY: O Primeiro Anúncio Invisível do Mundo.

Vale a pena ver o vídeo!
http://www.youtube.com/watch?feature=player_embedded&v=cDwyia2MM5o

Segue-nos através do facebook e mantém-te actualizado(a) ao longo de toda a semana: http://www.facebook.com/trilliuminteractive

De seguida é fundamental o scribd ou slideshare para partilhar whitepapers e apresentações interessantes…

E isto não é suficiente, estas ferramentas não servem só para partilhar informação por parte dos anunciantes. Elas funcionam – ou deviam funcionar – como locais de interacção entre pessoas que gostam e têm interesse por essa marca, como os seus clientes actuais e prospects.

E tudo isso é gratuito? (se não pensarmos no tempo dedicado)

Ou apenas foi gratuito?

O mais recente update ou desenvolvimento do facebook piora a possibilidade de interaccão, embora os utlizadores tenham menos ruido de informação agora com os news feeds.

Esta novidade leva a que a partir de agora, entre os top news dos utilizadores, os comentários, fotos e notas apareçam apenas para aqueles utilizadores que interagem regularmente com a página.

Assim muitas paginas passam a ser despercebidas no facebook, tendo em conta que muitos utlizadores – para não dizer a maioria deles – ao tornarem-se fãs não passam por isso a gostar mais dessa marca/produto ou a escrever comentários nos posts.

O que o utilizador pode fazer, para além de fazer „like” em todos os posts da página até que o Facebook a considere como sua preferência (o que não é muito viável), é criar filtros de preferências.

TIP: Have you noticed that you are only seeing updates or comments from the same people lately? That’s because Facebook made a change. You only see posts from people you interact with regularly. To change this, scroll down to the bottom of the newsfeed on the homepage and click on ‘Edit Options’, click on ‘Show Posts From’ and change the setting to ‘All Of Your Friends and Pages’. – esta mensagem foi „postada” por vários utilizadores nos últimos tempos.

No entanto para as empresas esta situação não é muito favorável, uma vez que entre os 600 milhões de utilizadores do facebook, serão poucos os que irão alterar as definições do filtro e páginas com milhares de fãs vão-se deparar com uma importante diminuição de pagedownloads.

O facebook só consegue manter os utilizadores se eles não começaram a “unlike” e odiar o seu serviço. Não tenhamos ilusões, se algum utilizador faz „like” em centenas de páginas – o que pode acontecer fácilmente – de um dia para o outro vai ver na sua wall 200-300 mensagens consideradas sem interesse e os seus amigos deixarão de ser visíveis.

Esta é ainda uma alteração recente; a única opção neste momento é esperar que o Facebook melhore o seu algoritmo, caso contrário as empresas que usam o Facebook como plataforma única de social marketing terão sérios problemas…

Irão as páginas morrer então? Irão morrer por deixarem de ser gratuitas?

Os anunciantes vão ter de apostar em campanhas de display para promover as suas páginas? A resposta: sim; talvez seja esta a solução. Tal como nos outros meios, será necessário pagar para aparecer.

Os anunciantes têm de tomar consciência de que „mais posts” não é sinónimo de „maior notoriedade” no Facebook. O tempo, energia e investimento gastos na gestão de uma Fan Page devem ser convertidos em conteúdos com qualidade, de forma a levar os utilizadores a visitar a Fan Page de livre e expontanea vontade. Segundo um estudo feito por Dan Zarrella, o ideal é haver um post de conteúdo bastante significativo a cada dois dias (dependendo do negócio de cada página). Mais do que esta quantidade de informação leva os fãs a não prestar atenção aos conteúdos e a perder o interesse, levando, no extremo, a „unlike” a página (deixarem de ser fãs), por lhes incomodar o excesso de „ruido visual”. As páginas também têm de ser capazes de publicar conteúdos de elevado interesse para os seus fãs, sem se centrarem exclusivamente em promoções e prémios.

As Fan Pages com mais sucesso e que melhor funcionam são aquelas onde a empresa compreende e conhece os interesses e os gostos dos seus fãs. Para os anunciantes que não têm este cuidado e não dão este „passo mais à frente”, estar no Facebook de forma visível vai ser muito mais caro.

by Trillium Interactive

Naturally, brands are on top of the world, when everything is going well. Their fans are happy and engaged in what the company is doing – and this also means that they are the ones selling the brand. And as we all know, customers believe other customers more than the company itself, as the customers are a lot more trustworthy.

Unfortunately, it is a fact that it can all go wrong at some point and that is something the brand needs to be ready for – or at least acknowledge the risk. And being a well-known brand, there will always be somebody out there badmouthing you, spreading negative comments about you in their networks. Keeping each individual with an interest in your brand satisfied is hard work, but in this post I will go through some elements that can help you take the first steps.

First of all, it’s crucial that you are aware of what problems this negative talk about your brand can cause. And often, this negativity comes from bad experiences with your brand. These can occur when there is:

Inconsistency across channels: With social media you can touch the customer at any point in the purchase cycle: pre-purchase, during, and post-purchase. Each of those interactions has to add value and be consistent with the rest of the experience. Coherence is an important word in this relation.

Inconsistency with expectations: When expectations are not met. This is something that calls for negative feelings because time, effort and possibly money are wasted.

A negative relationship with people who represent the company: Social media can humanize your brand, if used correctly. However, it’s important that everyone relates to a code of conduct and is on the same page about the company’s policies, news, products etc. A negative interaction with any person, whether in social or traditional channels, can ruin the user’s view of the brand.

In addition, it’s almost impossible to not encounter customers who generally like to complain about something in relation to a brand. These people just like to start a fight, and on blogs, for example, they are even able to maintain anonymity. However, if you find yourself in such a situation where a person is badmouthing your brand (without even having a bad experience at hand), the best thing to do is move on and instead spend the time helping someone who has had an actual bad experience. It’s important that you make an effort and do what you can to work out the more serious problems, as this also shows that you care and that you are willing to work on a solution for the given person.

So, what do you normally do when someone is badmouthing you? Take action! It’s a good start to get to know who these people are, what they are saying and why they are not satisfied with your brand. You can do this by monitoring all mentions of your brand – which will lead you directly to the problem. When this is completed and you have tracked down the people discussing your brand, there are some steps that are very effective to follow:

Figure out the problem: Read the content carefully, whether it’s a tweet or a long blog post, and understand the motivation behind the post. Does the person need help? What’s the problem? What can you do to help? Reach out and acknowledge their problem. Most of these get resolved quickly, because the person just needed a short answer.

Respect privacy: Know when to take the conversation private. Upon initial contact, it’s appropriate to acknowledge the problem in a public channel. After the initial public tweet, you should reach out in a private channel to really see if you can make a difference. Never exchange confidential account information in a public channel.

Offer individual solutions: Each case is different, so the best thing to do is to offer an individualized solution, which may require you to work with the right people within your own company. Make an effort for this person – and do it as soon as possible.

Keep the person updated: Always remember to communicate back to the customer what has been done, or how soon to expect something to be done.

Let fans come to your rescue: If you have done a good job in an online conflict, your supporters will come to your rescue. Thus, do something fast in conflict situations, before the people involved become even more unsatisfied.

So, how can you prevent these kinds of situations in the future? First of all, it’s important to think about how to act 0n social media platforms in general. When you are present on various social media platforms, it is crucial that you maintain a certain kind of identity. You need to be open and engage with your fans – and also show them that you listen to them and appreciate their involvement. In other words:

Give a positive experience: Just as a bad reputation is caused by bad user experience, the good stories are caused by positive experience. And these are the ones we would like people to share. Being helpful and thinking about the customers, is one of the important elements that create good word-of-mouth.

Create dialogue: Fans of your brand are created when there is a two-way dialogue around their need – and when users have a direct input into the future of the product. It’s all about involving them and listening to what they have to say.

Be human: Show openness and transparency – show the people behind the brand. This helps to create trust and maintain a certain identity towards your fans.

Lastly, it’s also crucial that your employees know how to act. They need to be trained in how to help the customers and how to offer them the best solutions. It will shine through if they do not know how to handle a given situation or do not seem secure in what they are doing. So be specific about what they’re expected to do – and make sure they know how to act on social media platforms. One bad step can carry along serious consequences for your brand. But, the opposite can on the other hand help you maintain a good reputation!

By Marlene Friis – Mindjumpers

Revinate

Based in San Francisco, Revinate launched in March 2010 and has experienced rapid growth since. I’ve worked with them and find them to be highly service-oriented and responsive—essential qualities for developers of a fairly complex and multi-faceted tool. The Revinate dashboard is easy to use, intuitive, and available in real-time from any web browser. Features include a “social media scorecard” that measures key metrics and charts performance, custom alerts with suggested actions for follow-up, and response functionality integrated with review sites. TweetConcierge facilitates the management of Twitter profiles and tracks ROI on campaigns.  Says Michelle Wohl, VP of marketing and client services, “Revinate allows hotels to monitor performance against previous trends or their competition, identify competitive advantages and disadvantages to improve marketing and operations, and even grab new customers who are unsatisfied with other hotels. Revinate also has the tools, visibility, and controls that portfolio managers need to effectively operationalize online reputation management.” At the InterContinental Montelucia Resort and Spa, the sales team uses the Revinate dashboard to show clients an objective measure of guest satisfaction, and operations uses it as part of staff training. (See case study). Revinate has customers around the world but is particularly strong in North America, and recently became an authorized TripAdvisor partner. Pricing varies according to property size and room rates; the monthly fee is the approximate equivalent of one booking, with volume discounts for groups. Clients include Kimpton, Peninsula Hotels, and Joie de Vivre. For industry news, resources, and tips, check out the Revinate blog.

ReviewPro

Based in Barcelona, ReviewPro offers a standard, advanced, and basic free version.  Hotel performance is assessed on both quantitative analysis, measured by a general online reputation score called the Global Review Index™ (GRI), and sentiment analysis, which gauges sentiment in guest comments based on sixty key attributes and hundreds of related concepts. When the Olivia Plaza Hotel in Barcelona noticed a pattern of complaints about street noise, they asked ReviewPro to add noise as a semantic attribute. “We can now look at which clients are affected by noise and how many comments about noise we receive,” said revenue manager Ricardo Samaan. (See case study). ReviewPro CEO R.J. Friedlander says the company is committed to “helping clients increase guest satisfaction and drive revenue growth for their hotels, including optimizing online distribution strategy”. Special features include the ability to compare reputation to rate positioning and to measure GRI for individual OTAs. A “Quality Seal” badge can be posted to your hotel’s website that displays the GRI and scores reviews aggregated from a variety of websites. (See Landmark London case study). Initially targeted on the European market, ReviewPro has branched out to 25 countries, including the US. The company collects data from thousands of sources, including 55 OTAs, and analyzes reviews in eight languages. Sentiment analysis is provided in English and Spanish, and a German version is being tested. The base price for the advanced version is US $199 per hotel per month, with discounts for volume and pre-payment. The free version offers basic functionalities. Clients include Sol Meliá, Eurostars, and Room Mate Hotels. For case studies and industry news, check out the ReviewPro Blog.

TrustYou

Headquartered in Munich, TrustYou started out as a meta review search engine for travelers and has since launched multiple APIs and a monitoring tool for hotels.  The Widget API is used by brands like Best Western and InterContinental to integrate review scores and brand reputation in real time on their website in order to increase conversions and user trust. The Semantic API is used by brands like Holidaycheck (“the European TripAdvisor”) to analyze and categorize millions of reviews for better usability, filtering, and search. Like ReviewPro, TrustYou Analytics provides a seal hotels can post to their website that gives an overall score from reviews culled from a variety of sites and indicates how many were positive, negative, and neutral. TrustYou provides sentiment analysis to interpret guest feedback in eight languages in a range of categories. The “Tops and Flops” report allows hotels and brands to identify strengths and weaknesses over time, and the Buzz section allows users to manage social media channels all on one page. Pricing starts at €1490 for an annual subscription, and a 14-day free trial version is available. Clients include Swissôtel, Marriott, and IHG. A client-only section of the website provides case studies, resources, and best practices.

eBuzz Connect

Launched in July 2009, eBuzz Connect is from MileStone, a full-service internet marketing company based in Santa Clara, CA founded in 1998. President and founder Benu Aggarwal’s background as a former hotelier is evident in the scope and depth of the product’s offerings. The eBuzz Connect dashboard provides strong collaboration and accountability features, facilitating communication among departments, enabling tracking of review responses and actions taken, and measuring user engagement. Hotels can compare rate positioning to guest satisfaction ratings against competitors and track lead generation on social media channels. There is also an “Impact Index” to help hotels identify and prioritize significant issues. Most clients are in the US, but the company is expanding to the UK, Asia, and South America and tracks reviews in English, Spanish, Portuguese, Chinese, and other languages. Standard pricing for eBuzz Connect starts at $100 per month, with discounts for hotel groups.

Chatter Guard

Chatter Guard is from Lodging Interactive, a full-service interactive marketing agency based in Parsippany, NJ. The company is a pioneer of social media monitoring, having launched its service in 2004. Chatter Guard’s package includes the manual reading and scoring of service attributes such as housekeeping, dining, personnel, rooms, and value to give hotels a measure for each review and an aggregate score for each service. “This keeps the rating system consistent across all sources,” says Richard Walsh, VP of business development. An email notification is sent to the hotel after analysis and scoring, within a few days of posting. Also included is a professional response service for Expedia, Yelp, and TripAdvisor reviews. A Chatter Guard representative drafts the response, forwards it to the property for review, and then posts it under an agreed-upon title like “Guest Relations Manager”. All reviews, including positive, receive a response. The tool does not track competitor activity, which Walsh says is not of interest to most clients. Pricing ranges from $325 to $725 per month based on total room count, plus a $350 setup fee. A low-priced option, Chatter Guard Lite, was recently discontinued. Clients include the Claremont Hotel in Berkeley, CA, Maison Dupuy, and Turtle Bay Resort in Hawaii.

ReviewMetrix

Based in San Francisco, CA, ReviewMetrix is a Market Metrix product that provides reporting and analysis for TripAdvisor reviews only. The company offers a single-property version and a multi-property version called Enterprise. Performance is measured according to the proprietary Customer Satisfaction Index™ (CSI), which rates TripAdvisor reviews from zero to 100 based on seven key categories, including guest comments. This makes it easy to compare performance with other properties and to set benchmarks. Hotels can select a benchmark set from a database of more than 450,000 hotels worldwide. “The challenge with social media feedback is that it’s inherently messy,” say Jonathan Barsky, VP Research and Robert Honeycutt, CEO. “It’s public, unsolicited and unpredictable.” They call for a comprehensive feedback strategy that incorporates reviews and social media commentary, formal surveys, and third-party polls and panels. Market Metrix provides all of these services, and publishes a quarterly survey of hotel, car rental, and airline experiences of 35,000 customers called the Market Metrix Hospitality Index™. Pricing starts at $25 per month for individual hotels of up to 50 rooms, or $75 for the Enterprise system. Clients include Loews, MGM and Viceroy Hotel Group. Brand Karma and Avalon Report did not respond to requests for an interview and product demo.  For more information about social media and reputation management for hotels and to purchase The Hotelier’s Guide to Online Reputation Management, visit www.danieledwardcraig.com. For an overview of things to consider when purchasing a monitoring tool, check out How to Choose Hotel Social Reputation Software, by Josiah Mackenzie, who is affiliated with ReviewPro.

What Is Online Reputation Management?

Online reputation management is the process of proactively tracking and managing your brand, company, or personality online. Additionally you need to have a plan in place to handle negative feedback. So whether you are selling a product/service or you have a personal blog, you need to consider how to manage your reputation online. Armed with new social media tools, people are empowered to express themselves, share, and even complain about their online (and offline) experiences. With online reputation management, you will be armed and ready to take advantage of these conversations to help promote your brand.

How to Manage Your Reputation Online

I mentioned that online reputation management is a process. This process can be broken down to three main steps:

1. Track/monitor: Develop and maintain a system for monitoring public perception and listening to what people are saying about you or your brand.
2. Evaluate/interpret: Evaluate what is being said and the impact it has, or will have in the future. Interpret the meaning behind online conversations. Are there any risks? How big or small are they?
3. Act/engage: Respond to comments, good or bad, that are being said about you or your brand in a timely manner. Position yourself or your brand strategically by engaging and participating in online conversations.

Remember, this is an ongoing process and should be acted on frequently. Set apart some time each week to go through this process. If you go too long without at least doing step one, you are likely going to miss opportunities.

Tracking Your Online Reputation

Let’s look at methods to track your online reputation. First of all, you probably need a tool or two instead of scouring the Internet researching on your own. Alerts are a good way to monitor online conversations because you get an e-mail when certain key phrases are used in search engines or on social media sites like Twitter.

Here are just a couple to get you started:

Google Alerts – google.com/alerts
Yahoo Alerts – alerts.yahoo.com
TweetBeep – tweetbeep.com

If you want to actively do some research on certain key phrases then here are a couple of tools that you can use to monitor blogs or social media tags:

Technorati – Technorati.com
BlogPulse – www.blogpulse.com
TagBulb – tagbulb.com
Keotag Labs – keotag.com

There are many other tools but these should get you started. If you are a larger company or brand and need something a little more robust you should consider Scoutlabs or Radian6, which are fee-based tools.

Now that you have some tools, what should you monitor? You should monitor your company name, your brands, products or services, and even key executives. You may want to include positive and negative modifiers like “fail,” “sucks,” “kudos,” etc. This will help to target your search and focus in on overall sentiment.

Evaluating and Interpreting Online Conversations

As you discover what is being said about you or your company online, you need to evaluate the impact this has or will have on you. Understand that healthy discussions always have positives and negatives. So there will always be the good and the bad. Remember feedback is a gift. Many of your opportunities will come from negative feedback or comments. Learn from them. Use them to make your business better. Then get out there and tell everyone about the new improvements you are making. By doing so you are saying that “we hear what you are saying and we are acting to bring you a better product or service.” I have seen countless situations where a negative was turned into a positive.

Engage and Act

After you have monitored online conversations and have evaluated them, you are now ready to act. Respond to comments or feedback; engage in conversations already happening or start your own. As you do so, be honest and transparent in your approach. People like the fact that you are paying attention and are actively participating in the conversation, not just being talked about.

You should always be prepared to act. If negative PR happens, it can happen very quickly and you need to have everything in place to respond immediately if need be. So even if you don’t participate on a regular basis you should always be prepared to do so.

As you reach out and sprinkle your remarks via blogs, social media sites, or discussion boards, you will be providing search engines positive content to show up in search results. In most cases this will displace any negative search results that might exist.

Conclusion

Remember that tracking your online reputation helps to keep you and your organization informed. As you develop your online reputation, it creates buzz and helps to highlight information you want your audience to know. The benefits are well worth the effort.

This column was originally published on Oct. 4, 2010 on ClickZ

Motor de pesquisa, gestão e monitorização de conteúdos. Não só já os motores de busca são usados para pesquisa de conteúdos na Internet. As próprias redes sociais já por vezes os ultrapassam como espaço de pesquisa de conteúdos e como tal como plataformas onde devemos gerir eficazmente esses mesmos conteúdos. A acrescer às Redes Sociais, se pensarmos nos conteúdos vídeo, blogosfera, fóruns, etc. equivale a dizer que não estar presente nestes Meios de forma activa equivale a simplesmente não existir. A internet é um espaço interactivo e em tempo real de partilha de conteúdos, o que torna crítico agir proactivamente sobre este suporte e ter uma estratégia integrada de PR 2.0.

Os internautas são agentes activos de comunicação e para que haja maior controlo sobre o que é dito sobre uma Instituição, marca ou personalidade há que fazer um tracking constante e preciso desses conteúdos e fomentar a relação por forma a poder reagir em tempo real a questões como:

- o que é dito e com que tom?

- o que é dito sobre a concorrência/opositores?

- quem diz, com quem fala e onde?

- qual a influência que tem e quem são esses influenciadores?

- qual a fonte da informação?

Num Estudo de Reputação/Estratégia de PR 2.0 devemos:

• Monitorizar e Classificar conteúdos e Interpretar resultados

• Monitorizar e analisar conteúdos sobre uma Instituição, marca ou personalidade, avaliar o impacto conseguido sobre a reputação destes.

• Estabelecer o ranking de assuntos mais comentados sobre essa Instituição, marca ou personalidade e concorrência/outras marcas/personalidades.

• Classificar os conteúdos em função do seu tom positivo, neutro ou negativo.

• Potenciar insights em tempo real

• Captar as tendências de mercado/ambiente, comportamento da concorrência ou opositores.

• Identificar os trend setters/influenciadores.

• Analisar as diferentes fontes/suportes de informação em tempo real (Facebook, Twitter, Blogs, Fóruns de discussão, etc.)

• Obter alertas de posts em tempo real.

• Interagir para gerar valor

• Interagir proactivamente sobre suportes, criando dinâmica relacional

• “Tratar” de situações potencialmente danosas para a Instituição, marca ou personalidade.

• fazer o send out de informação para suportes

Lançámos uma nova Área de Negócio dedicada a Relações Públicas 2.0, conteúdos Web e eventos. Fomos acumulando experiência na criação de valor para as marcas potenciando a sua presença no Social Media com campanhas de display, perfis de marca, aplicações e outras iniciativas que têm gerado resultados significativamente importantes. por outro lado as solicitações do mercado levam a concluir que existe oportunidade para uma estratégia integrada de Social Media e presença na web em geral, pelo que a Trillium Interactive formou uma nova Área de Relações Públicas 2.0, conteúdos Web e eventos, a “Post Reality”.

Quer estejamos a falar de Facebook, Linkedin, Blogs, Twitter ou outros players do Universo do Social Media e afins, é fundamental que a presença das marcas nesta realidade virtual seja sempre pensada numa perspectiva de criação de valor a médio prazo e não raras vezes isso passa por conseguir antecipar ou acompanhar a interacção com os seus potenciais e actuais clientes e por uma ligação concreta com a realidade destes seja com acções de dinamização específicas (eventos) seja também com uma dinâmica de divulgação viral na Internet. Com uma presença continuada no social media, eficaz e eficientemente gerida a cadeia de valor é potenciada e o retorno do investimento é maximizado. Há que saber com quem estamos a falar, o que dizer e interpretar o que nos diz de forma a transformar isso em valor para a Marca. A Post Reality tem as ferramentas certas para este novo approach.

Com esta nova área, a Empresa pode agora implementar da forma mais eficaz uma estratégia holistica em relação ao Social Media, dado que é uma oportunidade excelente para uma Marca promover a sua oferta e gerir a relação com os seus potenciais clientes, ao obter feedback destes e reconhecer-lhes legitimidade para fazerem críticas/comentários à sua oferta, dando validade a algumas dessas aportações e criando assim uma imagem de empresa atenta. Ignorar ou antagonizar algo que é lido pelos seus potenciais clientes seria um erro. Tudo isto permitirá às marcas alterar o enfoque face ao actual e partir para o diálogo continuado com o seu target, isto recorrendo a interlocutores conhecedores das possibilidades do online, atentos e informados, capacitados para dar respostas nos timings correctos. A nova Área de Negócio dedicada a serviços de produção de conteúdos digitais e Relações Públicas 2.0 exige competências diferentes das existentes na agência de Web Marketing, pelo que integra profissionais conhecedores do Meio. Na parte de Digital Contents a Post Reality fará monitorização, produção, adaptação e mediação de conteúdos para dinamização da presença das marcas na web em geral e nas redes sociais em particular. Além disto dado que as pessoas continuam interessadas em interagir no mundo real, como por exemplo, com outros fãs das marcas nas redes sociais, gerimos todo o processo de produção e dinamização de eventos.

São estas as principais áreas de actuação da Post Reality:

- Monitorização, produção e gestão de conteúdos em redes sociais, blogosfera, fóruns e outros suportes

- Gestão de Perfis de marcas em redes Sociais: Objectivo de Promoção da Oferta, CRM e outros

- Organização de eventos com envolvimento com a marca e componente web

As the Web 2.0 world has progressed and more user generated content is dispersed throughout the web, one of the results has been greater transparency around brands. This has its pros and cons. It is quite common these days for brands large and small to have comments or articles posted about them online. Sometimes these are advocates shouting praises from the rooftops about a company’s brand, products, employees, or customer service for example.

Of course, often times the content is negative and potentially damaging to a company’s reputation whether it is true or not. How a company manages their brand online is where “online reputation management” or ORM (also known as online brand management) comes into play. There are a few different strategies that can be used and we will touch on each in this article.

Five Components to Online Reputation Management (ORM)

Before we dive into the various steps to addressing an online reputation management campaign and online reputation management SEO, let’s first review a scenario. Let’s say that for any brand related keywords (such as variations of your company name, key employees, and core products) your company has a negative result appearing in the third position on the first page of Google. This might be a blog or an article on Rip Off Report for example. The goal then would be to push this result off the first page of Google and there are a few different ways to do this. If there is validity behind the comments, then that is something the company should address internally but not what we are going to discuss today.

STEP ONE

Research and define all of the keyword searches that show this negative result. You should look at both branded and non-branded keywords just in case. You can also look at the title tags on the websites with the negative comments to see what keywords they are using. Most often it will include the exact keywords that pull up that search result but you want to make sure they are not including other phrases that the site might start ranking for. Once you have a list of the keywords associated with this negative result, you can build your campaign around that list.

STEP TWO

One option is of course to simply contact the domain owner and ask them to remove the negative content. You have to approach this in a tactful manner so that it does not backfire and result in more negative postings. Don’t go in there guns blazing and threaten lawsuits right off the bat. Make sure you have a keen understanding of what they are trying to accomplish. Is this a competitor, a disgruntled former employee, or just someone trying to stir things up? Also, have your reasons and rebuttals prepared and just see if they will be sympathetic to your cause. You can explain the PR damage that will result in lost revenue and point out the half-truths or blatant lies in the content.

If you content them and receive no response, you can try again and tactfully mention that if you don’t hear back within a certain amount of time you will have your attorney get in touch (whether you are bluffing or not). If this still does not work, you may just want to seek legal advice from an attorney that specializes in Internet law.
STEP THREE

One of the most important components for pushing the negative result off the first page of good is by using a multifaceted SEO campaign. This campaign will have five parts:

(1) Bump up existing web pages that appear below the negative result. In our example given this would mean that we would want to focus attention on results four through ten and make efforts to improve their ranking for the associated keywords. The best way to do this is through a link building campaign directed at those pages. You can also try to add positive content to these pages using the keywords and possibly link back to your site for relevance assuming these pages allow user generated content.

(2) Another way to push these results down is to create new pages of content such as blogs, video blogs, or articles. If your company does not have a blog a good suggestion would be to use a Wordpess platform and integrate it into your website (i.e. www.yourcompany.com/blog). Of course once you do this you would need to commit to adding good relevant content on a regular basis which will of course help your SEO efforts as well. Video blogs are great as well as video content is very powerful in the search engines. You can also then set up a You Tube channel, but we’ll get to that below.

(3) Another method is by creating subdomains which Google will technically view as a separate website. For example you could set up a site with a domain of keyword.yourcompany.com. Keep in mind though that this new “site” would have to have a steady build out of content and a fairly strong SEO effort to start ranking and would take some time.

(4) Create company social media profile pages and keep the content coming. Start with Facebook, Twitter, and Linked In. If you have video content create a You Tube channel as well. With some decent content and personal attention these pages should start ranking for your brand keywords.

(5) Attempt to reduce the authority of the web pages that are showing the negative content. One way to do this is to check into what other websites are linking to them and possibly providing off-page SEO authority. You could contact THOSE domain owners to see about the possibility of removing the link. But again, you should have your ammunition ready.

STEP FOUR

Any company should monitor any type of content that is floating around out there online that relates to their brand, employees, products and services, etc. One of the simplest ways is to set up Google Alerts.

STEP FIVE

One last effort other than the initial contacting of the domain owner where the negative content sits, is to either provide rebuttal content on that site assuming it allows you to post comments. If you do this you should have your “ducks in a row” and be able to provide factual information supporting your claims. You can also take a more political approach and offer feedback and let the “complainers” know that you are (1) listening, (2) looking into the issues, and (3) will get back to them promptly with a response/reason and steps the company will take to fix the issues (again, this is assuming there is any truthful nature to the comments).

from: http://www.internetmarketinginc.com/blog/online-reputation-management-with-seo/