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
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
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
Reputation Management Reliable, Predictable Experience When the experience doesn’t match the promise, reputation declines Reputation Index Unreliable, Unpredictable Experience Source: Standing Partnership
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
The Social Media Model Ideas shared, adapted, changed and shared again, and again, and … Source: Mike Arauz, Thoughts on New Media and Assorted Links
Social Media Continuum of Tools Syndicate, Search, Aggregate Publish Connect Collaborate Rank, Tag, Comment, Bookmark Measure
Using Social Media to Build Reputation Internal collaboration Direct conversations Relationship building Thought leadership Instant feedback Community SEO (search engine optimization)
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
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
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
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
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.
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?