Masterclass Interactive PR & Corporate Reputation Management

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This presentation is given on the 6th of July 2010 at de Haagse Hogeschool to students of International Communication Management. …

This presentation is given on the 6th of July 2010 at de Haagse Hogeschool to students of International Communication Management.
The topics which are being discussed are Interactive PR & Corporate Reputation Management from the Social Media perspective and my view.

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  • 1. Masterclass CorporateReputationManagement & InteractivePR
    International Communication Management
    Haagse Hogeschool, 6th of July 2010
  • 2. Who am I?
    Alex Matatula
    NoLinea Marketing = Marketing without boundaries
    VisionLive & Learn
    Mission StatementMaking the dialogue happen, taking challenges, and enjoying life!Making processes more efficient, working more pleasant, and enhancing life experiences.
    What business am I in now? Social Media Marketing Strategy, Tactics, Workshops, Training & Event PromotionHospitality, Gastronomy, Media, Entertainment & Financial Services
    What business will I be in the future?The same!
  • 3. Today
    Corporate Reputation Management
    Reputation management is the process of tracking an entity's actions and other entities' opinions about those actions; reporting on those actions and opinions; and reacting to that report creating a feedback loop.
    All entities involved are generally people, but that need not always be the case.
    Other examples of entities include animals, businesses, or even locations or materials.
    The tracking and reporting may range from word-of-mouth to statistical analysis of thousands of data points.
  • 4. PR
    "the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."
    Interactive PR
    “the use of Internet tools and technologies such as search engines, Web 2.0 social bookmarking, new media relations, blogging and social media marketing. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and communicate directly with the public, customers and prospects.”
  • 5. CorporateReputation Management
  • 6. CorporateReputation Management
  • 7. CorporateReputation Management
  • 8. CorporateReputation Management
  • 9. CorporateReputation Management
  • 10. CorporateReputation Management
    So know about:
    Who you are
    What you stand for
    What you do
    Why you do it
    How you do it
    What others think or know about you
     
    NOT ONLY NOW, ALSO IN THE FUTURE… &
  • 11. CorporateReputation Management
    Stay true to your Identity & Beliefs
  • 12. CorporateReputation Management
    Determine the SOUL OF THE COMPANY by knowing your:
  • 13. CorporateReputation Management
    Determine the SOUL OF THE COMPANY by knowing your:
  • 14. CorporateReputation Management
    Determine the SOUL OF THE COMPANY by knowing your:
  • 15. CorporateReputation Management
    Determine the SOUL OF THE COMPANY by knowing your:
    POSITION
  • 16. Brand Development
    Having a larger company with several products, you will have to choose on how you want your brand to develop.
    Alex Matatula - Dialogue is key to success!
    There are 3 basicstrategies
    BrandedEndorsedMonolithic
  • 17. Brand Development
    BrandedEach product has its own name without any connection to the parent company.
  • 18. Brand Development
    EndorsedEach product has its own identity, but is related to the parent company in a way.
  • 19. Brand Development
    MonolithicEach product operates under the name of the parent company
  • 20. CorporateReputation Management
    Strategy
    “Walk the talk and be consistent”
  • 21. CorporateReputation Management
    GoalFrom Push to Pull Strategy
  • 22. CorporateReputation Management
    The 6 pillars of Reputation Management / Reputation Quotient (RQ)
  • 23. CorporateReputation Management
    Social Responsibilitya. Supports good causesb. Environmentally responsiblec. Treats people well
  • 24. CorporateReputation Management
    Products & Servicesa. Stands behind product/servicesb. Offers high quality products/servicesc. Develops innovative products /servicesd. Offers products/services that are good value
  • 25. CorporateReputation Management
    Emotional Appeala. Good feeling about the companyb. Admire and respect the companyc. Trust the company a great deal
  • 26. CorporateReputation Management
    Vision & Leadershipa. Has excellent leadershipb. Has a clear vision for the futurec. Recognizes/takes advantage of market opportunities
  • 27. CorporateReputation Management
    Financial Performancea. Record of profitabilityb. Looks like a low risk investmentc. Strong prospects for future growthd. Tends to outperform its competitors
  • 28. CorporateReputation Management
    Workplace Environment (Internal communication)a. Is well-managedb. Looks like a good company to work forc. Looks like it would have good employees
  • 29. CorporateReputation Management
    Background factors
    Brand awareness
    Size of the company
    Branche influence
    Country of origin
    These factors are manageable and could lead to TRUST.
  • 30. Circle of TRUST
  • 31. CorporateReputation Management
    REVIEWS & RECOMMENDATIONS
    Next to your OWN EXPERIENCE the image of a
    company is formed by WORD-OF-MOUTH and
    MEDIA.
  • 32. CorporateReputation Management
    OWN EXPERIENCE = TRUSTWORTHY
  • 33. CorporateReputation Management
    WORD-OF-MOUTH = INFLUENCIAL
  • 34. CorporateReputation Management
    MEDIA = GETTING LESS TRUSTWORTHY
  • 35. Mediatypes
    Owned Media, Paid Media, Earned Media
  • 36. Acquisition
    I am blogging and participating in Social Media about the services I provide.
    SHARING KNOWLEDGE
    My clients invite me, and I select which challenges I want to take.
     
    PERFORMANCE
    By “walking the talk” and asking for recommendations I provide myself with
    new challenges.
     
    PARTNERS
    Next to this I work with all kinds of partners, each with their own specialism.
    We also provide each other with new challenges.
     
    SO FAR, SO GOOD!
  • 37. Strategy
    Assembly for attackWhy do we want to determine a strategy?
  • 38. Strategy
    SituationGetting things clear, what is our starting position?Who are you? What do you stand for? What do you do? Why do you do it? How do you do it? What do others think or know about you? Now and in the future!
  • 39. Strategy
    SWOT-AnalysisDigging deeper into yourself, what are your Strengths & Weaknesses.Looking at your surroundings, what are your Opportunities & Threats.
  • 40. Strategy
    Checking out the competitionWho are your competitors? What can you learn from your competitors?
  • 41. Strategy
    Markets & SubmarketsIn which markets are you involved? What does your markets look like? Which markets would you like to be involved? And in which not?
  • 42. Strategy
    The 4 pillars of acomplete strategyThere are four main strategies,
    Offensive, Defensive, Strengthening, Retrieving.
    Which strategy fits which goal? Which strategy has the highest priority?
    Together these strategies form the complete strategy.
  • 43. From Strategy to Action
    Designing an action plan by using the POST-method
  • 44. POST-method
    People, which people are involved?
  • 45. POST-method
    Objectives, so now we have to set our goals
  • 46. POST-method
    Compose the Strategy, what do want to have developed in your relationship?
  • 47. POST-method
    Technologies to ENGAGE
  • 48. Engagement PR
    Telling a story
  • 49. Engagement PR
    Monetize
  • 50. Engagement PR
    Dialogue
  • 51. Engagement PR
    Proactive & Reactive
  • 52. Evaluate & Optimize
    Continue these steps!
  • 53. Examples
    BP (worst case scenario), big challenge PR wise and devastating for their reputation
  • 54. Examples
    ID&T – Sensation
    Went bankrupt, but reputation is good, so still alive and kicking
  • 55. Examples
    CitizenM – Real unique ideology, big on Products & Services, Vision & Leadership, and Workplace Environment…
  • 56. Questions
  • 57. Thanks!
    Presentationwillbe on Linkedin.
    Youcanfind me on: