digital reputation
management
Javier Leiva-Aguilera
London. November 18th
, 2010
good reputation,
bad reputation
Audrey
http://www.flickr.com/photos/audreyjm529/
Thomas Bresson
http://www.flickr.com/phot...
what reputation is not: brand
how can I transmit my values?
first of all, are they authentic?
the goal is to align brand a...
What reputation is
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
others' perception about me
how I see myself...
why we need to worry about it?
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
because we want to sell
because ...
what affects our reputation?
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
what we say about us
+
our behavio...
to manage or to distort?
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
the importance of transparence
to look...
corporative reputation
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
features
it refers to a company, an inst...
corporative reputation
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
aim
it must help to achieve company goal...
digital reputation strategies
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
who are you? sum of attributes→
w...
internet vs oldternet
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
news spread fast // slow
everyone can pub...
purchase decisions
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
convenience
quality of the product
price
con...
three steps in drm
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
1. monitor
2. analyze
3. influence
internet: who coordinates?
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
community
manager
Casey Serin
http:/...
duties
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
to listen
to circulate
to explain
to seek
to find
Xurbie...
central places...
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
where people are:
at social
media
sites
but n...
possible issues...
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
complaint sites
single angry customer
negati...
…and possible solutions
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
say the truth
do not hide
send your sid...
javier leiva-aguilera
javierleiva.info / catorze.com
javier@catorze.com
thanks for listening
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Digital reputation management

  1. 1. digital reputation management Javier Leiva-Aguilera London. November 18th , 2010
  2. 2. good reputation, bad reputation Audrey http://www.flickr.com/photos/audreyjm529/ Thomas Bresson http://www.flickr.com/photos/computerhotline/ javier leiva-aguilera www.javierleiva.info www.catorze.com
  3. 3. what reputation is not: brand how can I transmit my values? first of all, are they authentic? the goal is to align brand and reputation javier leiva-aguilera www.javierleiva.info www.catorze.com
  4. 4. What reputation is javier leiva-aguilera www.javierleiva.info www.catorze.com others' perception about me how I see myself? brand to transmit→ how do others see me? reputation→ how I think others are seeing me? distorsion?→
  5. 5. why we need to worry about it? javier leiva-aguilera www.javierleiva.info www.catorze.com because we want to sell because is our presentation card because reputation is very infectious Janice Bovancovich http://www.flickr.com/photos/nightamazon/
  6. 6. what affects our reputation? javier leiva-aguilera www.javierleiva.info www.catorze.com what we say about us + our behavior: integrity what others say about us
  7. 7. to manage or to distort? javier leiva-aguilera www.javierleiva.info www.catorze.com the importance of transparence to look honestly you have to be honest co-he-rence Jesús Abizanda http://www.flickr.com/photos/jesusabizanda/
  8. 8. corporative reputation javier leiva-aguilera www.javierleiva.info www.catorze.com features it refers to a company, an institution every company have more than one reputation we cannot like to everybody
  9. 9. corporative reputation javier leiva-aguilera www.javierleiva.info www.catorze.com aim it must help to achieve company goals Werner Vermaak http://www.flickr.com/photos/changereality/
  10. 10. digital reputation strategies javier leiva-aguilera www.javierleiva.info www.catorze.com who are you? sum of attributes→ which are your skills? does it fit? what do you want to achieve? how can you obtain it?
  11. 11. internet vs oldternet javier leiva-aguilera www.javierleiva.info www.catorze.com news spread fast // slow everyone can publish // only institutions need to rush // could take some time
  12. 12. purchase decisions javier leiva-aguilera www.javierleiva.info www.catorze.com convenience quality of the product price consumer opinions
  13. 13. three steps in drm javier leiva-aguilera www.javierleiva.info www.catorze.com 1. monitor 2. analyze 3. influence
  14. 14. internet: who coordinates? javier leiva-aguilera www.javierleiva.info www.catorze.com community manager Casey Serin http://www.flickr.com/photos/sercasey/
  15. 15. duties javier leiva-aguilera www.javierleiva.info www.catorze.com to listen to circulate to explain to seek to find Xurbie http://www.flickr.com/photos/xurble/
  16. 16. central places... javier leiva-aguilera www.javierleiva.info www.catorze.com where people are: at social media sites but not only Web Treats http://www.flickr.com/photos/webtreatsetc/
  17. 17. possible issues... javier leiva-aguilera www.javierleiva.info www.catorze.com complaint sites single angry customer negative domain names competitor attacks
  18. 18. …and possible solutions javier leiva-aguilera www.javierleiva.info www.catorze.com say the truth do not hide send your side of the history publish information about the issue at your site contact of the record consult a lawyer*
  19. 19. javier leiva-aguilera javierleiva.info / catorze.com javier@catorze.com thanks for listening
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