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Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
Business Link's Reputation Management- Part 2
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Business Link's Reputation Management- Part 2

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Business Link's presentation Reputation Management by Anita Syvret

Business Link's presentation Reputation Management by Anita Syvret

Published in: Business
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  • Balloon launch – NO!
  • Balloon launch – NO!
  • Balloon launch – NO!
  • Balloon launch – NO!
  • Transcript

    • 1. Special features and supplements
    • 2. Restaurant reviews
    • 3. Product pix
    • 4. Bib & Tucker
    • 5. Charity events
    • 6. Charity events
    • 7. Charity events
    • 8. Adopt a charity
    • 9. Adopt a charity
    • 10. Adopt a charity
    • 11. Sponsorship: global reach
    • 12. Sponsorship: local influence
    • 13. Sponsorship: the arts
    • 14. Sponsorship: sports
    • 15. VIP visits
    • 16. The right endorsement
    • 17. Bandwagon PR
    • 18. Bandwagon PR
    • 19. Bandwagon PR
    • 20. Bandwagon PR
    • 21. An expert writes
    • 22. Think pictures!
    • 23.  
    • 24.  
    • 25. Think pictures
    • 26. Think pictures
    • 27. Go green
    • 28. Go green
    • 29. Go green
    • 30. Go green
    • 31. Go green
    • 32. Corporate and social responsibility
    • 33. Sustainability: Commercial Group <ul><li>Office services </li></ul><ul><li>Set up 1989 </li></ul><ul><li>Turnover £25m </li></ul><ul><li>67% growth 2006-10 </li></ul><ul><li>160 staff </li></ul>
    • 34. Commercial <ul><li>Carbon neutral steering group </li></ul><ul><li>Energy efficient light bulbs </li></ul><ul><li>Swapped BMW for Smart cars </li></ul><ul><li>Bike-to-work scheme </li></ul><ul><li>Green energy provider </li></ul><ul><li>Cut skips from 40pw to 8pa </li></ul><ul><li>Saved £90,000 with bio-diesel </li></ul><ul><li>Reduced carbon emissions by 75% </li></ul><ul><li>Full-time environmental strategist </li></ul><ul><li>No marketing department, but some PR </li></ul>
    • 35. &nbsp;
    • 36. Social media
    • 37. E-launch
    • 38. E-launch
    • 39. Register your name on Twitter, Facebook
    • 40. Prepare to lose control
    • 41. Who’s going to make it happen? “ If I had just one marketing dollar left, I’d spend it on PR,” Bill Gates, Microsoft
    • 42. Getting started <ul><li>DIY </li></ul><ul><li>Marketing manager </li></ul><ul><li>Marketing agency (branding exercise, product launch, new website, new image, going up a level) </li></ul><ul><li>PR agency (press coverage) </li></ul><ul><li>PR and marketing agency </li></ul><ul><li>Marketing consultant </li></ul><ul><li>Prepare a strategy </li></ul>
    • 43. <ul><li>900 staff in UK </li></ul><ul><li>One marketing/PR team of 26 </li></ul><ul><li>3 art &amp; design </li></ul><ul><li>2 internal comms </li></ul><ul><li>1 customer experience </li></ul><ul><li>3 public relations </li></ul><ul><li>2 sponsorships </li></ul><ul><li>2 internet </li></ul><ul><li>2 direct marketing </li></ul><ul><li>2 financial services </li></ul><ul><li>3 savings </li></ul><ul><li>2 mortgages </li></ul><ul><li>4 managers </li></ul><ul><li>No outside agencies </li></ul><ul><li>£4m pa advertising budget </li></ul>
    • 44. How much? <ul><li>4-7 per cent of turnover </li></ul><ul><li>What can you afford? </li></ul><ul><li>What do you want to achieve, and how much must you spend to achieve it? </li></ul><ul><li>Retainer vv project fee </li></ul><ul><li>£750 - £3,000 per month </li></ul><ul><li>Don’t go wild </li></ul><ul><li>Fix a budget </li></ul>
    • 45. Measuring the results: PR
    • 46. Measuring the results: PR <ul><li>Advertising Value Equivalent: a blunt instrument </li></ul>
    • 47. Measuring the results: PR <ul><li>Positive press coverage </li></ul><ul><li>One press release per month </li></ul><ul><li>Cuttings service </li></ul><ul><li>Response from press articles </li></ul><ul><li>Keeping your name out of the press in a crisis </li></ul>
    • 48. Measuring the results: marketing <ul><li>Measurable: </li></ul><ul><li>Response to radio and press adverts </li></ul><ul><li>Direct mail </li></ul><ul><li>E-mail marketing </li></ul><ul><li>Online marketing </li></ul><ul><li>Increased turnover </li></ul><ul><li>Growth in market share </li></ul><ul><li>Not measurable: </li></ul><ul><li>Corporate brochure </li></ul><ul><li>Sponsorship </li></ul><ul><li>Literature </li></ul><ul><li>Hoardings </li></ul><ul><li>Directories </li></ul>
    • 49. What price your reputation?
    • 50. What price your reputation? “ I lost my business, my £650,000 salary and £500 million was wiped off the valuation of the company overnight,” Gerald Ratner
    • 51. Choosing an agency <ul><li>Beware of jargon </li></ul><ul><li>People you can work with </li></ul><ul><li>Local </li></ul><ul><li>Other clients </li></ul><ul><li>Contacts </li></ul><ul><li>Testimonials </li></ul><ul><li>Their own website/marketing </li></ul><ul><li>Costs included in fee </li></ul><ul><li>Three-way pitch </li></ul><ul><li>Scoring system </li></ul>
    • 52. How long will it take?
    • 53. Brand values: quality, value for money, innovation, up for a challenge, fun
    • 54. http://www.youtube.com/watch?v=8dhbqOlvx2U
    • 55. &nbsp;
    • 56. Reputation matters Anita Syvret

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