CIPR Northern Conference - Sept 08

COMING OUT FROM THE SHADOWS MANAGING REPUTATION ONLINE & CIPR NORTHERN CONFERENCE, 2008

WHO ARE YOU & WHAT DO YOU WANT TO GET FROM THIS SESSION?

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

“ 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

“ 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

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

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. “ ” “

SOMETIMES IT’S THE LITTLE THINGS THAT COUNT

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

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

http://socialwebthing.com	84
http://www.3wpr.co.uk	78
http://www.prblogger.com	45
http://www.slideshare.net	13
http://stedavies.com	7
http://feeds.feedburner.com	2
http://www.aymericvincent.fr	2
http://www.edelmandigital.com	2
http://mediacommunications.collected.info	2
http://www.bohemianplanet.blogspot.ro	2
http://www.bohemianplanet.blogspot.com	2
http://aymeric.vincent.free.fr	2
https://gateway.hullcc.gov.uk	1
http://www.hanrss.com	1

CIPR Northern Conference - Sept 08

by Stephen Davies on Sep 20, 2008

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