How Do Huge Brands Use Reputation Management?
Reputation Management is used by many different people and companies. Everyone from tech giants, and mom-and-pop shops to doctors and politicians actively manage their reputations.
Relationship management consists of 3 basic parts: creating good or popular news, monitoring what’s being said about you, and minimizing bad news (can be bad reviews or other negative pieces of content).
In this article, we’re going to take a look at a few ways today’s huge brands are making a buzz.
ALS Association – #IceBucketChallenge
Everyone remembers the hoards of funny, icy videos from 2014. The ALS Association combined a unique way of communicating their cause (ice bucket comparison to living with ALS) in a platform that was perfect for spreading virally across social media.
The Ice Bucket Challenge became SO popular, that celebrities joined in too! This increase in visibility helped the ALS Association bring in over $115 million dollars for research.
Samsung – Ellen’s Oscar Selfie
It’s a little known fact that the tech giant Samsung reportedly paid $20 million dollars for this selfie to be taken mid-show on a Samsung device! (source: http://www.theguardian.com/media/2014/mar/07/oscars-selfie-most-retweeted-ever) It was quite the star studded photo – featuring actors like Jennifer Lawrence, Brad Pitt, and Kevin Spacey.
At the time of writing the tweet has been seen by 32.8 million people. (source: http://mashable.com/2014/03/04/oscars-by-the-numbers-ellen/#BzllBGnGQGqh)
Coca-Cola – #ShareACoke
The campaign was “a brilliant move, as it got people talking,” says ReputationManagement.com’s Bill Fish.
In this campaign, Coca-Cola replaced their logo on soda bottles and cans with a message compelling customers to “share a coke” with some common names (plus general phrases like “Mom”). Coca-Cola takes things one step further though: the names featured on the bottles aren’t just any old names, they’re the 250 most popular names among teenagers and millennials.
Coca-Cola also invited consumers to visit a special website (shareacoke.com) where they could create a custom virtual Coke bottle. These custom Coke bottle images could then be shared across social media, along with the hashtag #ShareACoke.
The campaign netted more than 125,000 posts across all social networks, and saw 96 percent positive or neutral consumer sentiment, according to the Wall Street Journal (source: http://blogs.wsj.com/cmo/2014/07/15/cokes-personalized-marketing-campaign-gains-online-buzz/)
Taco Bell – #TacoEmoji
Taco Bell capitalized on 2 culturally relevant trends, emojis and social activism, to gather thousands of signatures proposing a new “taco emoji”.
Taco Bell set up a petition on popular social activism site Change.org and ultimately got 30,000 signatures urging the Unicode Consitorium (the emoji regulators) to add a much needed taco emoji. Taco Bell raised further awareness for the petition by using the hashtag #tacoemoji consistently across Twitter, Instagram, and Facebook.