Reputation Management

1,238 views

Published on

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,238
On SlideShare
0
From Embeds
0
Number of Embeds
112
Actions
Shares
0
Downloads
47
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Reputation Management

  1. 1. IAB: REPUTATION MANAGEMENT <br /> 22 JUNE 2010 <br />
  2. 2. PR WEEK AWARDS 2009<br /> BEST NEW CONSULTANCY<br />
  3. 3. SOCIAL MEDIA EXPLAINED<br /> A SHIFT IN TRUST <br />The Age of Deference<br />The Age of Reference<br />Most <br />trusted<br />source<br />The man on the street<br />Friends and family<br />Alternative opinions<br />Celebrities<br />Est. authorities<br />Elders<br />Leaders<br />Leaders<br />Elders<br />Experts<br />Celebrities<br />Alternative opinions<br />Friends and family<br />The man on the street<br />Least <br />trusted<br />source<br />Source: Admap * Sept 2003<br />
  4. 4. SOCIAL MEDIA EXPLAINED<br /> EDELMAN TRUST BAROMETER<br />35%<br />TRUST TV NEWS<br />34% <br />TRUST NATIONAL NEWSPAPERS<br />37%<br />TRUST THIER FRIENDS AND PEERS<br />
  5. 5. THE NEW RULES OF PR<br /> WHY HAVE THE RULES CHANGED?<br />AUDIENCES<br />AUDIENCES<br />AUDIENCES<br />AUDIENCES<br />BRAND<br />AUDIENCES<br />MEDIA <br />AUDIENCES<br />AUDIENCES<br />AUDIENCES<br />AUDIENCES<br />AUDIENCES<br />AUDIENCES<br />AUDIENCES<br />AUDIENCES<br />
  6. 6. THE NEW RULES OF PR<br /> WHY HAVE THE RULES CHANGED?<br />AUDIENCES<br />AUDIENCES<br />AUDIENCES<br />AUDIENCES<br />MEDIA<br />BRAND<br />AUDIENCES<br />AUDIENCES<br />AUDIENCES<br />AUDIENCES<br />MEDIA<br />AUDIENCES<br />AUDIENCES<br />AUDIENCES<br />MEDIA<br />AUDIENCES<br />AUDIENCES<br />AUDIENCES<br />
  7. 7. THE NEW RULES OF PR<br /> WHY HAVE THE RULES CHANGED?<br />“The internet has made public relations public again. Mainstream media still key, but no longer exclusively so. Social Media in all its forms now allows organisations to communicate directly with their key audiences.” <br />
  8. 8. THE NEW RULES OF PR<br /> REPUTATION MANAGEMENT TODAY<br />Traditional media<br />Reputation management sits here<br />Search<br />Social media<br />
  9. 9. THE NEW RULES OF PR<br /> HOW HAS SOCIAL MEDIA SHIFTED THE RULES?<br />Reputation <br />Platforms<br />Media<br />SPEED<br />Customers<br />REACH<br />Employees<br />Social Media<br />Analysts<br />CREDIBILITY<br />Community<br />PERMANENCE<br />Regulators<br />
  10. 10. THE NEW RULES OF PR<br /> CASE STUDY: THE NEW RULES IN PRACTICE<br />Vs.<br />
  11. 11. THE NEW RULES OF PR<br /> CASE STUDY: THE NEW RULES IN PRACTICE<br />
  12. 12. THE NEW RULES OF PR<br /> CASE STUDY: THE NEW RULES IN PRACTICE<br />
  13. 13. THE NEW RULES OF PR<br /> WHY DOES SOCIAL MEDIA MATTER?<br />Social Media content can appear on search results within minutes<br />SPEED<br />7bn searches a month. Consumers primed and looking for information on your brand. Opinions are VIRAL<br />REACH<br />Trust in Peer-to-Peer communication is high and comparable to traditional media<br />CREDIBILITY<br />Once indexed Google content exists forever. Popular content will remain high in search rankings<br />PERMENANCE<br />
  14. 14. THE NEW RULES OF PR<br /> THE OLD RULES<br /><ul><li> The only way to ‘build awareness’ was through the media
  15. 15. Companies communicated to journalists via press releases
  16. 16. Companies had to have significant news before being allowed to write a press release
  17. 17. Jargon was okay because the target media all understood it
  18. 18. PR effectiveness was measured by the thickness of the clipping book
  19. 19. PR, marketing, advertising were separate disciplines run by different people with separate goals, strategies and measurement </li></li></ul><li> THE NEW RULES OF PR<br /> THE NEW RULES <br /><ul><li> PR is moving beyond just a mainstream media audience
  20. 20. You are what you publish – PR departments are content producers not just content facilitators
  21. 21. People want authenticity, not spin - participation, not propaganda
  22. 22. One way interruption marketing replaced with delivering content at the precise moment your audience needs it
  23. 23. Mainstream masses to mass-niches
  24. 24. Online, the divisions between PR and marketing are increasingly blurred
  25. 25. Integration across marketing channels is no longer an optional extra but a necessity </li></li></ul><li> PROTECTING YOUR BRAND ONLINE<br /> STAKEHOLDER RELATIONS<br /><ul><li> Virgin Atlantic sacks 13 crew members in October 2008
  26. 26. The employees had posted messages on a Facebook group:
  27. 27. Mocking passengers
  28. 28. Calling planes “old bangers”
  29. 29. Revealing cockroach infestations
  30. 30. Alleging engine maintenance issues
  31. 31. The Facebook group quickly spiralled into national media controversy</li></li></ul><li> PROTECTING YOUR BRAND ONLINE<br /> PR WEEK SOCIAL MEDIA MASTERCLASS<br /><ul><li> The following month British Airways faced a similar mainstream media crisis
  32. 32. British Airways staff at Gatwick Airport had posted messages on a Facebook group:
  33. 33. Branding the £4bn T5 at Heathrow a ‘disaster’
  34. 34. Called passengers ‘smelly and annoying’
  35. 35. Mocked high-value US passengers’ accents
  36. 36. The Facebook group quickly spiralled into national media controversy, causing British Airways’ reputation more damage it could hardly afford </li></li></ul><li> PROTECTING YOUR BRAND ONLINE<br /> INFLUENCER LANDSCAPE <br />What’s your digital footprint?<br /><ul><li> Audits generate huge amounts of brand intelligence
  37. 37. It is a snapshot of activity, and only through ongoing monitoring can you identify which blogs, groups or forums are the most influential and identify how they connect to each other and the mainstream media
  38. 38. Identify and track over time to inform and shape your communications strategy</li></li></ul><li> PROTECTING YOUR BRAND ONLINE<br /> SENTIMENTING <br />Artificial vs. Human Intelligence<br /><ul><li> Effective monitoring involves the use of some automated software tools
  39. 39. But there is no solution that can effectively analyse the complexities and subtleties of human conversations
  40. 40. Expert analysis by communications professionals is still needed to accurately assess tone, identify and flag potential issues early, and extract real actionable insight</li></li></ul><li> THE NEW RULES OF PR<br /> CAMPAIGN DESIGN – THE CYCLE<br />

×