ONLINE REPUTATION
MANAGEMENT
18 February 2009
From issues management to
Ged Carroll, Head of digital EMEA advocacy
– Waggener Edstrom Worldwide

PLEASED TO MEET YOU
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In this presentation
My online journey Co-opertition
What’s happening online Self-help
Accrued view of Cyprus Aggregation of content
Reputation management Questions
Defensive to offensive
Issues management
Case study
Communities
Engagement
Build content
Facilitating advocacy
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My online journey
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My online journey
Google
Cyprus Explorer
Dopplr
Wikipedia
Wikitravel
Flickr
Thomson Holidays
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Accrued view
.

Reputation
management
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Reputation management
Traditionally :
Reactive
Hierarchical
Defensive
Media-driven agenda in
reaction to a crisis or issue
Citizen journalism
becoming more prevalent
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Reputation management continued
Virgin aftermath:
912 references on
Technorati
Coverage in all the major
national newspapers
Front page on Yahoo! UK
for two days
Source: Technorati
But it doesn’t need to
be this way
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Positive reputation management
Online has changed the
rules:
Build up goodwill
Be proactive in debates EGBA
Engage in dialogue Innocent Drinks
Facilitate and aggregate From Cyprus Flickr Group
advocacy
Disintermediate the media JetBlue
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Jet Blue case study
Valentines Day 2007:
130,000 customers trapped
in bad weather conditions
Only 17 of JetBlue's 156
scheduled departures left JFK
What JetBlue did
Communicated directly with
their customers
Explained what had gone
wrong
Explained what they were
going to do about it

Communities
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The golden rule
“People matter, Objects
don’t”. That’s all you need
to know about social
media. – Hugh MacLeod
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How
Listen
Is there an existing community?
What are they saying?
What are their community norms?
Respond on a reactive basis to debate
Proactive engagement
What do we want to achieve?
What value do we bring to the community discussion?
Who should be the spokesperson?
Aggregate and showcase advocate community
content to aid discovery
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Build content
Great content comes
from everyday things
Plan the work and
work the plan
How can you continue
a dialogue?
What value does your
content provide to
readers?
People tend to trust
people like us
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Facilitating advocacy
What information can you
provide?
Is it unique or exclusive?
What imagery can you
provide?
Do you have any video
content?
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Final thoughts
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If I could leave you with one word…
Co-opertition:
coined to describe cooperative competition. Co-
opetition occurs when companies work together for
parts of their business where they do not believe they
have competitive advantage, and where they believe
they can share common costs.
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Thanks for your time
I hope the presentation was insightful,
informative and helpful.
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Bibliography
The Cluetrain Manifesto Notre Dame University:
Wikinomics website which is Fifteen-minutes of fame: The
based on and extends the book Dynamics of Information
of the same name by Don Access on The Web (May 13,
Tapscott and Anthony D 2005) by Z. Dezso, E Almaas, A
Williams Lukacs, B Racz, I Szakadat and
Collected papers and essays by A Barabasi
danahboyd OECD whitepaper on user-
Groundswell by Charlene Li & generated content
Josh Bernoff Digital Natives Programme by
Berkman Center for Internet &
Society at Harvard Law School
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