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CIPR Northern Conference - Sept 08
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CIPR Northern Conference - Sept 08

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3W PR's Online Reputation Management presentation for the CIPR Northern Conference in Manchester 2008

3W PR's Online Reputation Management presentation for the CIPR Northern Conference in Manchester 2008

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CIPR Northern Conference - Sept 08 CIPR Northern Conference - Sept 08 Presentation Transcript

  • COMING OUT FROM THE SHADOWS MANAGING REPUTATION ONLINE & CIPR NORTHERN CONFERENCE, 2008
  • WHO ARE YOU & WHAT DO YOU WANT TO GET FROM THIS SESSION?
  • W HY?
  • 1. PEOPLE ARE TALKING
  • 2. TIGHT COMMUNITIES
  • 3. INFLUENCE & REACH
  • 4. DISCOVER WHAT PEOPLE REALLY THINK ABOUT YOU
  • “ Google is not a search engine, Google is a reputation management system” 5. YOUR NEW CORPORATE HOMEPAGE
  • CASE STUDY 1. The Good
  • + =
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  • “ I’m just a citizen, a consumer, a guy who has my own printing press – my weblog, Buzzmachine.com – and I get to use it however I want. In June, I used it to whine about the lemon of a computer Dell sold me and the customer service I didn’t get.” Jeff Jarvis, Guardian
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  • “ The social media stuff is probably the most important we do today, from a marketing stand point. The other elements of marketing mix has sort of become more and more transactional and more and more tactical in nature. Social media stuff is much more strategic… “ Use social media to power the fundamental of the business. That’s what we’re focused on.” Andy Lark, Dell VP of Global Marketing & Communications
  • CASE STUDY 2. The Not So Good
  • STUDENT PROTESTS BACK IN VOGUE
  • We wanted to make the transition to paying interest smoother. This gets the message across that there is a cost to borrowing, and prepares graduates for the transition from student life to that of a young worker. “ ” HSBC
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  • Like any service-orientated business we are not too big to listen to the needs of our customers. Following the feedback from our graduate account holders we have taken the decision to freeze interest charging on 2007 graduates' overdrafts. “ ” HSBC
  • CASE STUDY 3. The Plain Ugly
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  • By mid-day, my website stats showed tens of thousands of hits on the videos and I was moving gigabytes of data every hour. I received calls from an Associated Press reporter and a day later, the NY Times, Daily News, a variety of bicycle and security trade magazines, a number of local New York talk radio stations, and smaller publications from across the country were all asking me for interviews. “ ” “
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  • SOMETIMES IT’S THE LITTLE THINGS THAT COUNT
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  • THOUGH SHALT: 1. Know Thy Space 2. Know Thy Stakeholders 3. Be Proactive 4. Be Authentic 5. Earn They Trust 6. Continually Listen (Monitor)
  • 1. KNOW THY SPACE
    • Understand your positioning in the online landscape
    • Identify news media and conversational platforms that matter to you
    • Determine the themes of discussion around your brand, product industry etc
  • 2. KNOW THY STAKEHOLDERS
    • Identify the audiences that matter to you most
    • Who they are
    • Where they frequent
    • What they like to discuss
    • What makes them happy
    • What makes them unhappy?
  • 3. BE PROACTIVE
    • Start building your online reputation BEFORE a crisis (organisations with strong relations will suffer less in a crisis)
    • Find your best conversationalists (not always senior management)
    • PR needs to come out from the shadows. Daunting?
    • Engage online
    • Build online platforms
    • Where would you rather the conversation happened?
  • 4. BE AUTHENTIC
    • Be yourself (marketing speak doesn’t work)
    • “ It’s the old bar analogy innit?”
    • Tell the truth (don’t lie ever!)
    • Be altruistic (how can you add value?)
  • 5. EARN THY TRUST
    • Be patient (Years to build, seconds to destroy etc)
    • Don’t be stupid. No, seriously, don’t be!
    • Apply simple common sense
  • 6. CONTINUALLY LISTEN
    • Set up a monitoring process
    • Discover mentions about you in real-time
    • Quash potential crises before they happen
    • Gain continuous feedback and insights
    • 100 million active Facebook members
    • 100 million videos watched on YouTube ever day
    • Too many blogs to mention
    • Two thirds of UK households online
    • Etc Etc Etc!
    Even though the stats are scary!
  • LUCKILY THERE ARE TOOLS
  • F REE
  • P AID FOR
  • F INALLY
  • S TRATEGY
    • Research
    • Define your current online situation
    • State your Objectives
    • Identify your publics and how you can HELP them
    • Identify the tools you will use?
    • Timescale (but you can’t put a timescale on relationships)
    • Implementation
    • Create a Crisis Communications Plan
    • Evaluation (ongoing and at the end)
    • Refine and repeat
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