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Reputation Management Model Southwestern Illinois Tourism Bureau

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3-23-2010 presentation to the Southwestern Illinois Tourism Bureau

3-23-2010 presentation to the Southwestern Illinois Tourism Bureau

Published in: Education

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  • 1. Reputation ManagementEarning and Protecting the Trust Between You and Your Publics
  • 2. Reputation Management is…
    Building authentictrust between your organization and the people that matter most to you.
  • 3. Value of Reputation
  • 4. Today’s Relationship Drivers
    Satisfaction with experiences
    Consistency
    Trust
    Commitment (personal)
    Transparency (honesty)
    Sources: Terry Flynn, Ph.D., McMaster University, DeGroote School of Business
    David Armano, darmano.typepad.com
  • 5. The New Rules of Marketing & PR
    PR is for more than just mainstream media audiences
    PR is not just about seeing your organization on TV; it’s about seeing you on the Web
    It’s about helping people move through the decision-making process with great online content
    It’s authenticity, not spin
    It’s participation, not propaganda
    It’s direct communication at the moment and in the way your audience prefers, not one-way interruption
    — Adapted from The New Rules of Marketing & PR
  • 6. The Link Between Brand and Reputation
    Brand Promise
    Defines the experience your customers should have with you
    Aligns your business operations with the customer’s experience
    Defines and protects your reputation
    Reputation = Current perceptions of an organization
    A variable based on experiences, news, events, actions
  • 7. Reputation Management
    Reliable, Predictable Experience
    When the experience doesn’t match the promise, reputation declines
    Reputation
    Index
    Unreliable, Unpredictable Experience
    Source: Standing Partnership
  • 8. The Mass Media Model
    Edited and controlled content broadcast to mass audiences
    Email
    PR
    Website
    Advertising
    Print
    Adapted From: Mike Arauz, Thoughts on New Media and Assorted Links
  • 9. The Social Media Model
    Ideas shared, adapted, changed and shared again, and again, and …
    Source: Mike Arauz, Thoughts on New Media and Assorted Links
  • 10. Social Media Continuum of Tools
    Syndicate, Search, Aggregate
    Publish
    Connect
    Collaborate
    Rank, Tag, Comment, Bookmark
    Measure
  • 11. What Now?
  • 12. Using Social Media to Build Reputation
    Internal collaboration
    Direct conversations
    Relationship building
    Thought leadership
    Instant feedback
    Community
    SEO (search engine optimization)
  • 13. Web Content Fuels Traditional Media Relations
    More than eight of 10 journalists (84 percent) say they have used or would use blogs as primary or secondary sources for articles.
    — 2007 Arketi Web Watch Survey
  • 14. Web Content Fuels Traditional Media Relations
    Eighty percent of journalist say they spend more than 20 hours per week online.
    Eighty-seven percent say they use the internet to find news sources.
    — 2009 Arketi Web Watch Survey
  • 15. Web Content Integral to Reputation
    The Internet has made public relations PUBLIC again, after years of almost exclusive focus on media. Blogs, online news releases and other forms of Web content let organizations communicate directly with consumers.
    — David Meerman Scott
    The New Rules of Marketing & PR
  • 16. Reputation Management
    Trust equity – a reputational insurance policy that creates economic value for your organization
    Turning relationships into results
    Customer loyalty
    Recruiting/retention
    Increased funding/donations
    Potential premium pricing
    Protection against crisis
    Empowering brand ambassadors
  • 17. Marketing Shift
  • 18. Communication with an Impact
    Your website is not just a static brochure but rather an interactive “conversation” with your users consisting of three key elements:
  • Findability
    Search engines
    Social Media
    Other interactive outlets
  • Usability
    Focus the user
    • Plain language, short sentences and bullets
    • 27. Give the user choices, have a conversation
    • 28. Let the user decide what’s important on your site
    Facilitate a positive user experience
    • Clear, consistent navigation
    • 29. Distinct value proposition
    • 30. Utilize images and video to tell the story
    Make it easy to take the next step
    • Talk with us or schedule a visit
    • 31. Sign up for E-newsletter
    • 32. Connect with us on social media
    • 33. Tell-a-friend!
  • Usability
    Communicate the spirit of your company
    • What would you tell a visitor?
    • 34. Create feelings which become thoughts/actions
    • 35. Engage and inspire
    Represent the people
    • Employees
    • 36. Guests, visitors
    • 37. Suggest related items you offer and link to them
    Appeal to multiple audiences
    • Depict various demographics in images
    • 38. Showcase a variety of activities
  • Approach to Web Content
    Text for Bots: Search engines “crawl” your pages looking to establish what they are about so that they can display YOUR pages to searchers.
  • 39. Approach to Web Content
    Content for Humans: Your future guests and visitors read your pages to find out more about your company or location, why they should visit and how they can connect with you. What are they looking for?
  • Approach to Web Content
    Messaging: What is your promise to your guests and visitors?
  • Questions?
    Elizabeth Keserauskis
    ekesera@siue.edu
    linkedin.com/in/bethkeserauskis
    @bethkeserauskis