The 11 Laws of Online Reputation Management
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The 11 Laws of Online Reputation Management

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Online reputation management expert Andy Beal shared his "11 Laws of Reputation Management" at Search Exchange 2012. This version of his presentation is more verbose, but is designed to include all of ...

Online reputation management expert Andy Beal shared his "11 Laws of Reputation Management" at Search Exchange 2012. This version of his presentation is more verbose, but is designed to include all of the reputation management tips he shared verbally.

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The 11 Laws of Online Reputation Management The 11 Laws of Online Reputation Management Presentation Transcript

  • The 11 Laws ofReputation Management by Andy Beal
  • About Andy Beal• CEO of Trackur.com• Coauthor of Radically Transparent• Publisher of MarketingPilgrim.com• Founder of a super secret startup, codenamed “Rodney”
  • Trackur Adds Automated Sentiment Analysis!
  • Law #1YOUR REPUTATION IS CONSTANTLYEXPOSED
  • Know Your Reputations• Your personal actions are part of your company’s reputation• Your company’s actions are part of your personal reputation• Cross-pollination happens between offline and online reputations
  • Law #2YOU CAN’T GROW APPLES ON ANORANGE TREE
  • You Character is Your Reputation• How you treat customers will affect your reputation• Be transparent in every part of your interaction with stakeholders“Character is like a tree and reputation like its shadow. The shadow is what we think of it; the tree is the real thing.”
  • Law #3THE BIGGEST TROUBLEMAKER ISTHE ONE YOU FACE IN THE MIRROR
  • Know Your Achilles Heel• What is your biggest weakness?• Collect feedback and improve• Be prepared for a crisis – Chain of command – Practice responses – Crisis blog?• Train staff, but don’t stifle them
  • Law #4BE QUICK TO LISTEN, SLOW TOSPEAK, & SLOW TO BECOME ANGRY
  • Listen, Listen, Listen!• Listen carefully to conversations – Wide net – Centers of influence• Measure twice, act once – If nothing else, listen – Improve your service – Share feedback – Learn from others’ mistakes
  • Law #5IF YOU BUILD IT, THEY WILL COME
  • Take Control of Your Community• Build your online community – Blogs – Twitter – Facebook – Forums & message boards – Email newsletter• Nurture your community
  • Law #6ADD MIRACLE-GRO TO YOURREPUTATION
  • Fertilize Your Community• Don’t blast, engage! – Respond to tweets – Interact with Facebook fans – Encourage interaction in comments – Share announcements & new products – Run a contest• Create a community manager• Share links to your communities
  • Law #7IF YOU DON’T PLANT CORN, YOU’LLGET WEEDS
  • If You Don’t Build It, They Will• No one likes the sound of crickets• If you don’t create the official channel, someone will create the unofficial one• Don’t let someone else love them• Unanswered complaints fester
  • Law #8WHEN THE FECAL MATTER HITS THEOSCILLATING BLADE
  • When Under Attack• 83% of companies will come under attack• Collect the facts• Get insights from others• Three rules for responding – Sincerity – Transparency – Consistency• Take it offline
  • Law #9IT’S EASIER TO EAT CROW WHILEIT’S STILL WARM
  • Talk Really is Cheap!• A quick apology does wonders• It’s hard to do, but let it go• Lifetime value of a customer < lifetime cost of unhappy customer• Happy customers tell 5 people• Unhappy customers tell 10 people• Restituted customers tell 20 people
  • Credit: Kathleen CroninLaw #10YOU CAN’T KEEP BETTING THEFARM
  • Repairing the Damage• Three strikes and yerrrr out!• Identify detractors and work with them• Don’t silo; share and learn• It’s more expensive to repair than prevent, but it’s expected anyway
  • Law #11THERE’S NO CRYSTAL BALL FORREPUTATION MANAGEMENT
  • Yeah, seems funny now, but wait ‘til it shows up on Google!Thanks!Questions?andybeal@gmail.com