Reputation Management The Why? The How? September 29, 2008 PRESENTATION ON

WHY IS REPUTATION MANAGEMENT IMPORTANT? Introduction

Introduction

Even back in 2001

It’s just easier now and…

… News travels faster and further.

BONUS ROUND FOR YOUR CFO OR ANY C-LEVEL BOSS Part II: Why Care About Reputation Management?

Part II: Why Care About Reputation Management?

Ignorance is throwing money away

The price of ignoring your reputation London School of Economics study: “ 2% reduction in negative word of mouth boosts sales growth by 1%” Dell study on Word-of-Mouth: average consumer is worth $210 average detractor costs the company $57 average promoter generates $32

London School of Economics study:

“ 2% reduction in negative word of mouth boosts sales growth by 1%”

Dell study on Word-of-Mouth:

average consumer is worth $210

average detractor costs the company $57

average promoter generates $32

HOW DO I START? Section One

Section One

What are the themes of Reputation Management

Your Reputation Management Strategy: The first step is to Listen . Measure

Where do we start?

But where do your customers go?

Should you follow Twitter? AdWeek said every one is talking about it.

Or a large, relevant niche group? But forums sound so 1998.

Where are people talking about us? Search about your company: Company Name Company URL Products Public Facing Employees Competing Products Descriptions Company Name + sucks Company Name + rocks Company Product + review + sucks

Search about your company:

Company Name

Company URL

Products

Public Facing Employees

Competing Products

Descriptions

Company Name + sucks

Company Name + rocks

Company Product + review + sucks

HOW DO YOU TRACK CONVERSATIONS? What do the reports look like?

What do the reports look like?

Our Client Needed Help….

… Understanding their Buzz Reputation Management for Pleo Identifying influential bloggers to reach out to Track where we respond and comment Identifying trends in changing conversations See the whitepaper at: http://www.buzzlogic.com/case_study/case_study-BuzzLogic-Estorm.pdf

Reputation Management for Pleo

Identifying influential bloggers to reach out to

Track where we respond and comment

Identifying trends in changing conversations

See the whitepaper at:

http://www.buzzlogic.com/case_study/case_study-BuzzLogic-Estorm.pdf

ENGAGEMENT: FINDING VOICE

What are the themes of Reputation Management

Your Reputation Management Strategy: The first step is to Listen . Measure

It’s kinda like a cocktail party

Mindset Shift is Required *An exaggeration

Negative Comments? Be Transparent & Honest.

Finding Voice: 10 Downing Street

Finding Voice: H&R Block

Finding Voice: Zappos

Take Aways…

Thank You! Daniel Riveong “ Looking at Reputation Management” Social Media Marketing Summit 08 Who? SEO, Social Media Guy (Bourbon Drinker) Where? San Francisco e-Storm International Reaching Out? SMS: Text “Riveong” to 50500 Blog: http://emergence-media.com Twitter: http://twitter.com/danielriveong Email: Daniel@e-Storm.com Credits Slide 9: http://www.flickr.com/photos/johnnyvulkan/381941233/ Slide 10: “ Advocacy Drives Growth” by London School of Economics: http://www.lse.ac.uk/collections/pressAndInformationOffice/newsAndEvents/archives/2005/Word_ofMouth.htm Ultimate Question: Driving Good Profits and True Growth by Fred Reichheld Slide 14: http://www.flickr.com/photos/briansolis/2735401175/ Slide 15: http://www.flickr.com/photos/cuellar/57473280/sizes/o/ Slide 20 & 21: Social Web Analytics eBook 2008 by Philip Sheldrake Slide 24: http://www.buzzlogic.com/case_study/case_study-BuzzLogic-Estorm.pdf Slide 28: http://www.flickr.com/photos/briansolis/2438243203

Daniel Riveong

“ Looking at Reputation Management”

Social Media Marketing Summit 08

Who?

SEO, Social Media Guy (Bourbon Drinker)

Where?

San Francisco

e-Storm International

Reaching Out?

SMS: Text “Riveong” to 50500

Blog: http://emergence-media.com

Twitter: http://twitter.com/danielriveong

Email: Daniel@e-Storm.com

Credits

Slide 9: http://www.flickr.com/photos/johnnyvulkan/381941233/

Slide 10:

“ Advocacy Drives Growth” by London School of Economics:

http://www.lse.ac.uk/collections/pressAndInformationOffice/newsAndEvents/archives/2005/Word_ofMouth.htm

Ultimate Question: Driving Good Profits and True Growth by Fred Reichheld

Slide 14: http://www.flickr.com/photos/briansolis/2735401175/

Slide 15: http://www.flickr.com/photos/cuellar/57473280/sizes/o/

Slide 20 & 21: Social Web Analytics eBook 2008 by Philip Sheldrake

Slide 24: http://www.buzzlogic.com/case_study/case_study-BuzzLogic-Estorm.pdf

Slide 28: http://www.flickr.com/photos/briansolis/2438243203

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