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The Definitive Guide to Online Reputation Management

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the definitive guide to online reputation management

There are a lot of misconceptions about online reputation management. Some people think it’s just social media monitoring, while others believe it has something to do with public relations, and still others have no idea the impact it can have on sales.

In this guide, I’ll explain the role of online reputation management in today’s digital age, explain why it matters, and outline 10 tips for improving and protecting your brand’s online image.

Why Does Reputation Management Matter?

Just a few years ago, the internet was very different. Companies didn’t engage customers, they just sold (or tried to sell) to a passive audience People could not express their voice in a powerful way, and the overall communication landscape was very “top down.”

The situation has radically changed. Today, websites are no longer static brochures. User-generated content is a must. And regular interactions on social networks are vital to any business success.

No matter the size of your business, people are talking about you, including prospects, customers, clients, and their friends. They are tweeting about your latest product, leaving a comment on your blog, posting a Facebook update about their customer experience, and much more.

If you think you can skimp on reputation management, or if you think you can make it without taking into account people’s voices, opinions, and reviews, think again.

Today’s Brands Need to Be Transparent

One of the most important business commandments is “Be transparent.” Opening up to criticism and feedback seems beneficial for companies that embrace this new communication mode with their audience.

What does being “transparent” mean? Here are some examples:

  • allowing employees to talk about products and services publicly
  • establishing a 1-to-1 communication channel
  • asking for feedback
  • not hiding criticism, and addressing it publicly

Easier said than done! Most small and medium sized companies do not invest much on communication, and they struggle with this concept. As a result, their efforts usually are incorrect or inconsistent.

Being transparent is risky. But in the long run, not being transparent is riskier.

Online Reputation Management “Failures”

Being open does not come without a price. If you and your brand accept feedback, customer opinions, and so on, you also must be ready to face them promptly.

Consider these scenarios:

  1. What if your product/service sparks too much criticism?
  2. What if your employees are not social media savvy?
  3. What if your competitors take advantage of this?

These are just a few reasons you need to have a proper online reputation management plan in action before embarking on a transparency journey.

Here are three famous cases of reputation management failure in the digital era:

  • Dark Horse Café received a tweet criticizing their lack of electrical outlets for laptops. Their response was something like: “We are in the coffee business, not the office business. We have plenty of outlets to do what we need.” Needless to say, defensive/aggressive behavior doesn’t work in the online world. Many blogs reported the fact as a negative public relations case.
  • Nestlé received negative comments about their environmental practices a few years ago, and they did not address them. People started becoming aggressive and posted altered versions of the Nestlé logo, forcing the company to close its public page. Takeaway? Do not pretend people are not talking, and address criticism as soon as possible.
  • Amy’s Baking Company fought fire with fire against a one-star internet review. Their insults against the reviewer eventually were picked up by the local news. Negative attention is not good publicity.

The lesson here? Pay attention to your online reputation and respond–kindly–to poor reviews. Don’t let your ego get in the way of being professional. Remember, you aren’t just responding to the person who left a review, you are showing everyone else online who your brand is.

The Key to Online Reputation Management: Listen To What People Are Saying About Your Brand

What are people saying about you? Good online reputation management is not just reacting well to what people say about you, your brand, or your products and services, but also about whether to react at all and, if so, when.

Sometimes a reaction is not necessary, and sometimes a reaction that is too late can cost you millions.

A proactive approach to the matter consists of monitoring your public reputation regularly, and not just when you come to know about a specific event to deal with.

How do you do this? By using social media monitoring tools that keep an ear on what people are saying about your brand.

Social media monitoring allows companies to gather public online content (from blog posts to tweets, from online reviews to Facebook updates), process it, and see whether something negative or positive is being said affecting their reputation.

Social media monitoring can be both DIY (Google Alert is an example of a free web monitoring tool accessible to anyone) and professional, depending on the size of the business involved.

Watch for Online Reputation Bombs

ted mosby is a jerk online reputation management

In the online reputation management scenario, companies should be aware of two types of harmful content. One is represented by complaints on social networks. They need to be addressed properly, but unless your company has serious problems, they do not pose a real challenge to your business.

The other is what I define as “online reputation bombs,” which affect your reputation and sales long term and can severely damage a business. They are very powerful because, unlike social network content, they are prominent in search engine results.

What if someone Googles your brand name and finds defamatory content? Let’s see what they are:

  • Negative Reviews: Review sites allow users to express their opinion on your brand. Did they like your service/product? Would they recommend it? Negative content can affect your sales, and addressing the criticism on the site may not be enough. Websites like Ripoff Report and Pissed Consumer provide the perfect platform for this kind of negative content.
  • Hate Sites: Some people go beyond simple negative reviews and create ad hoc websites with their opinions, some of them containing illegal content. So-called “hate sites” sometimes address companies and public figures with insults and false information. Needless to say, a search result like “The truth about NAMEOFYOURCOMPANY” or “NAME scam/rip off” will make your potential customers run away!
  • Negative Media Coverage: Phineas T. Barnum used to say “There’s no such thing as bad publicity.” That may be true for controversial public figures, but unfavorable TV, print, and online media coverage negatively impact companies and brands.

What do you do if your business is the victim of a smear campaign?

What To Do if Your Company is Subjected to an Online Reputation Smear Campaign

The first thing most companies wonder is “Can we call the cops?” I get it; being unfairly targeted feels illegal. But in most cases, online comments are not a legal matter.

Article 19 of The Universal Declaration of Human Rights states that:

“Everyone has the right to freedom of opinion and expression; this right includes freedom to hold opinions without interference and to seek, receive and impart information and ideas through any media and regardless of frontiers.”

Everyone has the right to express their voice about your brand. There are, however, certain boundaries that need to be respected. Some of the negative content online actually is illegal. Why?

  • It uses defamatory language
  • It reports false information
  • It is aimed at damaging the company’s reputation

How do you react to all of this? How do you defend yourself or your company from this kind of illegal behavior?

Depending on the scope of the problem, several paths can be pursued in order to restore your online reputation:

  • Aggressive SEO: Ranking on pages one or two of Google for your industry and brand name is one of the best ways to push down bad publicity. The first thing that you or your online reputation management company should do is devise a search marketing strategy that increases the ranking of positive content, owned by either you or third parties. The search engine game is too important to be ignored, and it is the first step in restoring your image.
  • Review Removal: Did a user claim something false about your company? Is that review clearly aimed at destroying your reputation rather than providing feedback? Does it contain improper language? Legal liaison and speed of reaction will make it possible to remove the negative review.
  • Online Investigations: In case of serious attacks on your brand image, it may be necessary to hire skilled online analysts to investigate untraceable threats and attackers via email tracing, data cross-indexing, and other information collection techniques. Cyber investigations are the definitive path to get to the bottom of the most difficult reputation management cases.

These strategies are only required in the most extreme cases. Most businesses can manage their online reputation by following these 10 tips.

10 Online Reputation Management Tips

Calling it “online reputation” really is redundant. Your online reputation is your reputation. In the digital era, nothing protects your brand from criticism. This is good from a freedom of speech perspective; bad if your company has been defamed and attacked.

To help you stay on top of your reputation, here are ten practical tips that sum up what we have covered in this guide. The world of brand reputation will change in the coming years, but following these simple tips will help you keep your name.

1. Become Well Respected

Trust is a perishable asset and it is hard to gain. Working to build respect work is more important than any other online reputation management commandment.

2. Be Radically Transparent

After years of hiding critics, McDonald’s publicly forced egg suppliers to raise hens’ living standards according to the People for the Ethical Treatment of Animals request.

Being transparent about shows you care about your customers and are willing to make changes when things go wrong.

3. Monitor What People Say About Your Brand

In addition to all the reasons to monitor your online reputation, social media monitoring also can increase sales. These days, lots of people ask questions via Twitter and Facebook because they evaluate whether or not they should buy from you. Showing you are responsive makes your brand look reliable.

4. React Quickly and Politely

In case of a customer complaint via Twitter, for example, a prompt and simple “Thanks for making us aware of the problem. We are working on it and will get back to you as soon as possible.” is better than a late reply with more information.

5. Address Criticism

In 2009, Whole Foods CEO John Mackey wrote an op-ed on Obama healthcare reform, which caused a controversy among WF customers. Two days later, the company published a written statement recognizing there were “many opinions on this issue, including inside our own company” and invited people to share their opinion about the article and health care changes. They didn’t just ignore it and hope it would go away; they addressed the issue head-on.

Responding to negative feedback shows you care and are working hard to fix any issues.

6. Pay Attention to Your Google Results

First impressions count, and we do judge many books by their cover. If the words “scam” and “rip off” are associated with your brand, then that is something you should worry about.

A strong SEO strategy is your best defense against negative press, reviews, and false reports.

7. Learn From Your Detractors

Criticism can be the chance to learn more about your audience and craft a better message in the future. Motrin’s controversial “baby-wearing moms” commercial sparked a lot of criticism. It did not come from competitors or illegitimate attackers, but from people in Motrin’s target audience who felt offended by their promotional content.

If the online responses to your brand are legitimate, it might be time to reconsider your marketing strategy or responses.

8. Attack Your Illegitimate Attackers

Sometimes we simply have to fight illegal behavior. In 2009, Domino’s Pizza employees who posted disgusting videos of themselves playing with food were fired and arrested. Another example is people who post false information on the internet. Sometimes, if you don’t sue them, they might do it again.

9. Learn From Your Mistakes

Sony certainly learned a reputation management lesson back in 2005. The company placed copy protection (XCD) on its CDs which created computer vulnerabilities that malware could exploit. Instead of being upfront about their mistake, Sony stonewalled criticism and lost millions in class-action lawsuits.

If you’ve made a misstep, own up to it and take action to fix the issue.

10. Ask For Help If Necessary

If your online reputation management efforts are not enough to protect or restore your brand image, you have the choice to request help from a professional. Working with an online marketing company or reputation management firm may be your only resort.

Time needed: 5 minutes.

Here are 10 tips to protect your online reputation management

  1. Become Well Respected

    Building and maintaining trust in your business can protect you from online smear campaigns.

  2. Be Radically Transparent

    Share the good — and the bad– about your company to build trust.

  3. Monitor What People Say About Your Brand

    You can’t protect your reputation if you don’t know what people are saying.

  4.  React Quickly and Politely

    A prompt “Thanks for making us aware of the problem. We are working on it and will get back to you as soon as possible.” is better than a late reply with more information.

  5. Address Criticism

    Don’t ignore criticism, responding quickly shows you care about your customers.

  6. Pay Attention to Your Google Results

    If the words “scam” or “ripoff” are associated with your brand, it is time to take action. A strong SEO strategy can protect your brand by pushing down negative feedback.

  7. Learn From Your Detractors

    Criticism can be the chance to learn more about your audience and craft a better message in the future.

  8. . Attack Your Illegitimate Attacker

    Sometimes, if you don’t sue or push back against detractors, they might do it again.

  9. Learn From Your Mistakes

    If you’ve made a misstep, own up to it and take action to fix the issue.

  10. Ask For Help If Necessary

    If your online reputation management efforts are not enough to protect or restore your brand image, you have the choice to request help from a professional.

Conclusion

Managing your online reputation starts with listening to what your customers have to say and finding ways to connect with them. Replying to online criticism is crucial and building an SEO strategy is crucial, but it might not be enough to protect your brand from smear campaigns. In those cases, it might be time to get professional help.

What do you do to protect your online reputation?

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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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