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 su...
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 yo...
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 yo...
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 o...
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  –...
Law #5IF YOU BUILD IT, THEY WILL COME
Take Control of Your Community• Build your online community  – Blogs  – Twitter  – Facebook  – Forums & message boards  – ...
Law #6ADD MIRACLE-GRO TO YOURREPUTATION
Fertilize Your Community• Don’t blast, engage!  – Respond to tweets  – Interact with Facebook fans  – Encourage interactio...
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 w...
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 rul...
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 < lifeti...
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• ...
Law #11THERE’S NO CRYSTAL BALL FORREPUTATION MANAGEMENT
Yeah, seems funny                      now, but wait ‘til it                     shows up on Google!Thanks!Questions?andyb...
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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 the reputation management tips he shared verbally.

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The 11 Laws of Online Reputation Management

  1. 1. The 11 Laws ofReputation Management by Andy Beal
  2. 2. About Andy Beal• CEO of Trackur.com• Coauthor of Radically Transparent• Publisher of MarketingPilgrim.com• Founder of a super secret startup, codenamed “Rodney”
  3. 3. Trackur Adds Automated Sentiment Analysis!
  4. 4. Law #1YOUR REPUTATION IS CONSTANTLYEXPOSED
  5. 5. 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
  6. 6. Law #2YOU CAN’T GROW APPLES ON ANORANGE TREE
  7. 7. 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.”
  8. 8. Law #3THE BIGGEST TROUBLEMAKER ISTHE ONE YOU FACE IN THE MIRROR
  9. 9. 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
  10. 10. Law #4BE QUICK TO LISTEN, SLOW TOSPEAK, & SLOW TO BECOME ANGRY
  11. 11. 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
  12. 12. Law #5IF YOU BUILD IT, THEY WILL COME
  13. 13. Take Control of Your Community• Build your online community – Blogs – Twitter – Facebook – Forums & message boards – Email newsletter• Nurture your community
  14. 14. Law #6ADD MIRACLE-GRO TO YOURREPUTATION
  15. 15. 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
  16. 16. Law #7IF YOU DON’T PLANT CORN, YOU’LLGET WEEDS
  17. 17. 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
  18. 18. Law #8WHEN THE FECAL MATTER HITS THEOSCILLATING BLADE
  19. 19. 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
  20. 20. Law #9IT’S EASIER TO EAT CROW WHILEIT’S STILL WARM
  21. 21. 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
  22. 22. Credit: Kathleen CroninLaw #10YOU CAN’T KEEP BETTING THEFARM
  23. 23. 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
  24. 24. Law #11THERE’S NO CRYSTAL BALL FORREPUTATION MANAGEMENT
  25. 25. Yeah, seems funny now, but wait ‘til it shows up on Google!Thanks!Questions?andybeal@gmail.com

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