Social Media & Reputation Management: The Why and The How

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

WHY IS REPUTATION MANAGEMENT IMPORTANT?
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?

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

HOW DO I START?
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

HOW DO YOU TRACK CONVERSATIONS?
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

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

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Social Media & Reputation Management: The Why and The How

by Daniel Riveong

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Social Media & Reputation Management: The Why and The How Presentation Transcript