Stephen Crooks Experience Economy Blog » Social Marketing http://www.stephencrooks.com/blog Building Better Brand Experiences Fri, 16 Jul 2010 03:20:54 +0000 http://wordpress.org/?v=2.9.1 en hourly 1 Why Reputation Management Matters. http://www.stephencrooks.com/blog/2009/04/15/why-reputation-management-matters/ http://www.stephencrooks.com/blog/2009/04/15/why-reputation-management-matters/#comments Wed, 15 Apr 2009 05:25:58 +0000 Stephen Crooks http://stephencrooks.com/blog/?p=39 In a five year period Domino’s Pizza spent over $1.5 BILLION (US) in advertising in the United States alone. So how can a company that spends so much be at the mercy of a $200 camera with video recording capabilities and the free website YouTube?

Below: $200 can harm a billion dollar investment.

The world is [...]]]> In a five year period Domino’s Pizza spent over $1.5 BILLION (US) in advertising in the United States alone. So how can a company that spends so much be at the mercy of a $200 camera with video recording capabilities and the free website YouTube?

Below: $200 can harm a billion dollar investment.

The world is flat, the control brands exhorted over the general public have all but diminished in just a few short years. The rules have changed, and it’s time that corporations change their ways. The tipping point is for companies of the scale of Domino’s to deploy a Social Marketing team to monitor, and defend the brand in cyberspace. For the cost of a few people working at $80k a year is a small price to pay to protect the investment in the the billion plus dollars spend in other channels.

I’ve over the past while become the biggest proponent of Reputation Management. Which is essential for any brand of substance.

So what is Reputation Management? It’s ongoing (near real-time) monitoring of what’s being said about your brand and what people are posting. The internal team of Social Marketers can defend the brand by utilizing tools appropriate for each situation. Could be as simple as providing a comment reply to correct the falsehood, to more escalated scenarios involving contacting ISP owners, or even involving corporate lawyers. But if you don’t have anyone monitoring what’s being said? How do you expect to quickly invoke damage control measures?

When you spend billions building your brand, the least you can do is put some levels of protection.

So companies spends millions in advertising and building up their brands yet spend nothing on protecting their brand online.

Another Example of why you need to know what’s being posted about your brand:

]]> http://www.stephencrooks.com/blog/2009/04/15/why-reputation-management-matters/feed/ 0 Social Marketing: First Steps http://www.stephencrooks.com/blog/2008/08/11/hello-world-2/ http://www.stephencrooks.com/blog/2008/08/11/hello-world-2/#comments Tue, 12 Aug 2008 03:28:19 +0000 Stephen Crooks http://stephencrooks.com/blog/?p=1 As someone who’s been actively involved in online marketing for years, I often neglect (out of time constraints) building up my own sites and content.   I’ve always kinda felt that the best companies are the ones with the crappiest websites – as it shows their staff are just too busy working on their clients projects [...]]]> As someone who’s been actively involved in online marketing for years, I often neglect (out of time constraints) building up my own sites and content.   I’ve always kinda felt that the best companies are the ones with the crappiest websites – as it shows their staff are just too busy working on their clients projects as to focus on their own work.   Regardless, it’s important for me to keep adding to this site, and I’ll start by giving some first steps that can help you quickly get up to speed, and presence in the Social Marketing world.

Evaluate your goals, there is no cookie cutter solution for what you should or shouldn’t be doing in the online world.  You need to be informed of what your competition is or is not doing and strike out from there.  A simple SWOT analysis should provide you with some insights into the opportunities that you can take on.

Remember not everyone needs to be on Twitter, Facebook or be writing a blog.  It’s about finding the best ways of connecting with your customers, and going forward from there.

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