Reputation Management Earning and Protecting the Trust  Between You and Your Publics
Reputation Management is… <ul><li>Building  authentic   trust  between your organization and the people that matter most t...
Value of Reputation Trusted  Relationships Increased Organizational Value More Funding, More Resources, More Students Stro...
Today’s Relationship Drivers <ul><li>Trust </li></ul><ul><li>Commitment (personal) </li></ul><ul><li>Transparency (honesty...
The New Rules of Marketing & PR <ul><li>PR is for more than just mainstream media audiences </li></ul><ul><li>PR is not ju...
The Link Between Brand and Reputation <ul><li>Brand Promise </li></ul><ul><ul><li>Defines the experience your customers sh...
Reputation Management Reliable, Predictable Experience Unreliable, Unpredictable Experience When the experience doesn’t ma...
The Mass Media Model Edited and controlled content broadcast to mass audiences  Adapted From: Mike Arauz, Thoughts on New ...
The Social Media Model Ideas shared, adapted, changed and shared again, and again, and … Source: Mike Arauz, Thoughts on N...
Social Media Continuum of Tools Publish Connect Syndicate, Search, Aggregate Collaborate Rank, Tag, Comment, Bookmark Meas...
Using Social Media to Build Reputation  <ul><li>Internal collaboration and knowledge sharing </li></ul><ul><li>Direct conv...
Web Content Fuels Traditional Media Relations <ul><li>More than eight of 10 journalists (84 percent) say they have used or...
Web Content Integral to Reputation <ul><li>The Internet has made public relations PUBLIC again, </li></ul><ul><li>after ye...
Reputation Management <ul><li>Trust equity – a reputational insurance policy that creates economic value for your organiza...
Marketing Shift
<ul><li>Your website is not just a static brochure but rather an interactive “conversation” with your users consisting of ...
Approach to Web Content Text for Bots: Search engines “crawl” your pages looking to establish what they are about so that ...
Approach to Web Content <ul><li>Content for Humans: Your future students and partners read your pages to find out more abo...
Approach to Web Content <ul><li>Messaging: What is your promise to the students and parents; the logic-based value you can...
<ul><li>Questions? </li></ul><ul><li>Elizabeth Keserauskis </li></ul><ul><li>[email_address] </li></ul><ul><li>linkedin.co...
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SIUE reputation management model - Goshen rotary group

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3-3-10 presentation on incorporating social media in your marketing strategy

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  • Brand = The DNA of an organization A foundation for telling your organization’s story Reputation = Current perceptions of an organization A variable based on experiences, news, events, actions
  • We talked at people; the conversation was limited to a one-way dialogue
  • Today, this is how communications is happening. It’s a dialogue between and among individuals who form communities A decentralized sharing of thoughts and ideas The ultimate in word-of-mouth marketing It’s an opportunity to engage in an authentic way with your prospective students, donors, faculty and others It’s a way to listen…and respond
  • RACI: Client Project Work John McArthur and Gil Hoffman 2008 TECHNOLOGY CONFERENCE SIUE LinkedIn (over 1000 members), Facebook (3,161 fans!), Twitter (123), YouTube (168 views of Gardens interview on Lantern), Flickr
  • Findability Search engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile   Usability Focus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the site Distinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words! Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the page Tell-a-friend!     Personality Communicate the spirit of the school What would you tell a prospective student who was visiting? Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
  • Bots: Meta tags/data – title, keyword and description tags Content with keyword density for search terms relevant to the page Human readability Hyperlinks to relevant content within your site (a/k/a “cross links”) Hyperlinks from outside websites linking in to your site with specific keywords “ Fresh” and updated content Content for Humans WIFM – Rule #1 Personalization – which means you give them their choice of info People they can connect with – images, video, audio Stories of other students who have done it before and succeeded Real answers to their actual questions Future job outlook and opportunities Data to substantiate your information Social proof (we’ll get to that later) Messaging: Sound hokey? Not really. Content is words on a page. Messaging is more than the words you write… It is your promise to the students and parents It is the logic-based value you can provide It is the emotions are you creating to “connect” with your prospective students It is your opportunity to tell stories and share ideas rather than talk AT your future students Your willingness to listen is important; invite participation where appropriate
  • Content for Humans WIFM – Rule #1 Personalization – which means you give them their choice of info People they can connect with – images, video, audio Stories of other students who have done it before and succeeded Real answers to their actual questions Future job outlook and opportunities Data to substantiate your information Social proof (we’ll get to that later)
  • Messaging: Sound hokey? Not really. Content is words on a page. Messaging is more than the words you write… It is your promise to the students and parents It is the logic-based value you can provide It is the emotions are you creating to “connect” with your prospective students It is your opportunity to tell stories and share ideas rather than talk AT your future students Your willingness to listen is important; invite participation where appropriate
  • Transcript of "SIUE reputation management model - Goshen rotary group"

    1. 1. Reputation Management Earning and Protecting the Trust Between You and Your Publics
    2. 2. Reputation Management is… <ul><li>Building authentic trust between your organization and the people that matter most to you. </li></ul>
    3. 3. Value of Reputation Trusted Relationships Increased Organizational Value More Funding, More Resources, More Students Strong Reputation
    4. 4. Today’s Relationship Drivers <ul><li>Trust </li></ul><ul><li>Commitment (personal) </li></ul><ul><li>Transparency (honesty) </li></ul><ul><li>Satisfaction </li></ul>Source: Terry Flynn, Ph.D., McMaster University, DeGroote School of Business
    5. 5. The New Rules of Marketing & PR <ul><li>PR is for more than just mainstream media audiences </li></ul><ul><li>PR is not just about seeing your organization on TV; it’s about seeing you on the Web </li></ul><ul><li>It’s about helping people move through the decision-making process with great online content </li></ul><ul><li>It’s authenticity, not spin </li></ul><ul><li>It’s participation, not propaganda </li></ul><ul><li>It’s direct communication at the moment and in the way your audience prefers, not one-way interruption </li></ul><ul><li>— Adapted from The New Rules of Marketing & PR </li></ul>
    6. 6. The Link Between Brand and Reputation <ul><li>Brand Promise </li></ul><ul><ul><li>Defines the experience your customers should have with you </li></ul></ul><ul><ul><li>Aligns your business operations with the customer’s experience </li></ul></ul><ul><ul><li>Defines and protects your reputation </li></ul></ul>
    7. 7. Reputation Management Reliable, Predictable Experience Unreliable, Unpredictable Experience When the experience doesn’t match the promise, reputation declines Reputation Index Source: Standing Partnership
    8. 8. The Mass Media Model Edited and controlled content broadcast to mass audiences Adapted From: Mike Arauz, Thoughts on New Media and Assorted Links PR Print Website Advertising Email
    9. 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. 10. Social Media Continuum of Tools Publish Connect Syndicate, Search, Aggregate Collaborate Rank, Tag, Comment, Bookmark Measure
    11. 11. Using Social Media to Build Reputation <ul><li>Internal collaboration and knowledge sharing </li></ul><ul><li>Direct conversation and relationship building </li></ul><ul><li>Platform for thought leadership </li></ul><ul><li>Instant feedback </li></ul><ul><li>Community </li></ul><ul><li>SEO (search engine optimization) </li></ul>
    12. 12. Web Content Fuels Traditional Media Relations <ul><li>More than eight of 10 journalists (84 percent) say they have used or would use blogs as primary or secondary sources for articles. </li></ul><ul><li>— 2007 Arketi Web Watch Survey </li></ul>
    13. 13. Web Content Integral to Reputation <ul><li>The Internet has made public relations PUBLIC again, </li></ul><ul><li>after years of almost exclusive focus on media. Blogs, </li></ul><ul><li>online news releases and other forms of Web content let organizations communicate directly with consumers. </li></ul><ul><li>— David Meerman Scott </li></ul><ul><li>The New Rules of Marketing & PR </li></ul>
    14. 14. Reputation Management <ul><li>Trust equity – a reputational insurance policy that creates economic value for your organization </li></ul><ul><li>Turning relationships into results </li></ul><ul><ul><li>Customer loyalty </li></ul></ul><ul><ul><li>Recruiting/retention </li></ul></ul><ul><ul><li>Increased funding/donations </li></ul></ul><ul><ul><li>Potential premium pricing </li></ul></ul><ul><ul><li>Protection against crisis </li></ul></ul>
    15. 15. Marketing Shift
    16. 16. <ul><li>Your website is not just a static brochure but rather an interactive “conversation” with your users consisting of three key elements: </li></ul><ul><li>Findability </li></ul><ul><li>Usability </li></ul><ul><li>Personality </li></ul>Communication with an Impact
    17. 17. 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. mba programs st louis mba programs st louis
    18. 18. Approach to Web Content <ul><li>Content for Humans: Your future students and partners read your pages to find out more about your department, why they should attend and how they can connect with you. What are they looking for? </li></ul><ul><ul><ul><li>WII-FM </li></ul></ul></ul><ul><ul><ul><li>Personalization </li></ul></ul></ul><ul><ul><ul><li>People </li></ul></ul></ul><ul><ul><ul><li>Stories </li></ul></ul></ul><ul><ul><ul><li>Real answers </li></ul></ul></ul><ul><ul><ul><li>Data to substantiate </li></ul></ul></ul><ul><ul><ul><li>Social proof </li></ul></ul></ul>
    19. 19. Approach to Web Content <ul><li>Messaging: What is your promise to the students and parents; the logic-based value you can provide? </li></ul><ul><ul><ul><li>Emotions </li></ul></ul></ul><ul><ul><ul><li>Connections </li></ul></ul></ul><ul><ul><ul><li>Stories </li></ul></ul></ul><ul><ul><ul><li>Share ideas </li></ul></ul></ul><ul><ul><ul><li>Listening is important </li></ul></ul></ul><ul><ul><ul><li>Invite participation </li></ul></ul></ul>
    20. 20. <ul><li>Questions? </li></ul><ul><li>Elizabeth Keserauskis </li></ul><ul><li>[email_address] </li></ul><ul><li>linkedin.com/in/bethkeserauskis </li></ul><ul><li>@bethkeserauskis </li></ul>

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