WebPR+ Conference: Live Update 2

by Sarah Manners

Sporting his fab pink shirt Rob kicked off the second session with an explanation of risk – controllable and uncontrollable. Unfortunately it’s the uncontrollables that tend to have the most risk and on top of that list lies reputation, hence the importance of reputation management. With the explosion of the Internet, online reputation has become the name of the game.



Customers are now in charge of brands and they ultimately control their reputations. They can say whatever they like about your brand – it’s your choice as to whether you are going to respond to that criticism or praise. 

Rob discussed the means and ways customers talk about brands to the effects of negative comments, along with some very interesting examples which included Dell Hell, Kryptonite bike locks, Google Bombing and Senator Rick ;-)

It’s not all bad though, customers aren’t going to rip you to shreds if you’re good to them and you listen to them, Rob used Stormhoek as an example of this. He also went on to discuss the importance of RSS (Rob’s favourite subject), how to shape conversations online, and that “67% of the Internet is porn” (not too sure how that came about …). The section on tracking (in terms of what to track, how to track and Boolean Logic) as well as monitoring online reputations was particularly interesting. Using 4 of South Africa’s top banks Rob hinted at something rather spectacular that will be discussed later on – keep an eye out for more. 

I haven’t given too much away – gotta keep some things in the bag for the Jozi conference so Rafiq (who unfortunately had to slip out to the Bandwidth Barn) check out the posts on Friday for a more in-depth look at the second session.

 

2007/02/26 | permalink | comments (0) | trackbacks (0)

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