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Digital reputation management

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    Digital reputation management Digital reputation management Presentation Transcript

    • digital reputation management Javier Leiva-Aguilera London. November 18 th , 2010
    • 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
    • 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
    • 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?
    • 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/
    • 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
    • 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/
    • 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
    • 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/
    • 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?
    • 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
    • purchase decisions javier leiva-aguilera www.javierleiva.info www.catorze.com convenience quality of the product price consumer opinions
    • 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://www.flickr.com/photos/sercasey/
    • 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/
    • 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/
    • possible issues... javier leiva-aguilera www.javierleiva.info www.catorze.com complaint sites single angry customer negative domain names competitor attacks
    • … 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*
    • javier leiva-aguilera javierleiva.info / catorze.com [email_address] thanks for listening