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090318   Online Reputation Management
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090318 Online Reputation Management

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A presentation on online reputation management presented at e-Tourism Forum '09 (emergence2009.com) at GrandResort Limassol in Cyprus

A presentation on online reputation management presented at e-Tourism Forum '09 (emergence2009.com) at GrandResort Limassol in Cyprus

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  • Good afternoon ladies and gentlemen, my name is Ged Carroll. I am currently EMEA head of digital at a communications agency called Waggener Edstrom. The firm is headquartered out of the US with 16 offices throughout the world. I realise that you may not have heard of us, and that’s fine, but you are likely to have heard of some of our clients including Mastercard and Microsoft. Prior to this I worked for Yahoo! t he internet company here in Europe. I also have a blog that focuses on a mix of culture, design and technology. I want to spend the time on this presentation talking to you about online reputation management and in particular providing some ideas on how you can move this process from being reactive dealing with issues as they come up and taking a more positive proactive stance to reputation management. If you have any questions that we don’t address around this presentation in our time slot, come and find me during a coffee break. I tend to give better answers after a good strong cup of coffee!
  • Transcript

    • 1. ONLINE REPUTATION MANAGEMENT From issues management to advocacy 18 February 2009 Ged Carroll, Head of digital EMEA – Waggener Edstrom Worldwide
    • 2. In this presentation
      • My online journey
      • What’s happening online
      • Accrued view of Cyprus
      • Reputation management
      • Defensive to offensive
        • Issues management
          • Case study
      • Communities
        • Engagement
        • Build content
        • Facilitating advocacy
        • Co-opertition
        • Self-help
        • Aggregation of content
        • Questions
      | Trainer/s: AN Other, Job title and company |
    • 3. | 13 January 2008 | Trainer/s: AN Other, Job title and company | My online journey
    • 4. My online journey
      • Google
      • Cyprus Explorer
      • Dopplr
      • Wikipedia
      • Wikitravel
      • Flickr
      • Thomson Holidays
      | Trainer/s: AN Other, Job title and company |
    • 5. Accrued view .
    • 6. | 13 January 2008 | Trainer/s: AN Other, Job title and company | Reputation management
    • 7. Reputation management
      • Traditionally :
      • Reactive
      • Hierarchical
      • Defensive
      • Media-driven agenda in reaction to a crisis or issue
      • Citizen journalism becoming more prevalent
      | 13 January 2008 | Trainer/s: AN Other, Job title and company |
    • 8. Reputation management continued
      • Virgin aftermath:
      • 912 references on Technorati
      • Coverage in all the major national newspapers
      • Front page on Yahoo! UK for two days
      • But it doesn’t need to be this way
      | 13 January 2008 | Trainer/s: AN Other, Job title and company | Source: Technorati
    • 9. Positive reputation management
      • Online has changed the rules:
      • Build up goodwill
          • Be proactive in debates
          • Engage in dialogue
      • Facilitate and aggregate advocacy
      • Disintermediate the media
      • EGBA
      • Innocent Drinks
      • From Cyprus Flickr Group
      • JetBlue
      | 13 January 2008 | Trainer/s: AN Other, Job title and company |
    • 10. 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
    • 11. | 13 January 2008 | Trainer/s: AN Other, Job title and company | Communities
    • 12. The golden rule
      • “ People matter, Objects don’t”. That’s all you need to know about social media. – Hugh MacLeod
      | 13 January 2008 | Trainer/s: AN Other, Job title and company |
    • 13. 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
      | 13 January 2008 | Trainer/s: AN Other, Job title and company |
    • 14. 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
      | 13 January 2008 | Trainer/s: AN Other, Job title and company |
    • 15. Facilitating advocacy
      • What information can you provide?
      • Is it unique or exclusive?
      • What imagery can you provide?
      • Do you have any video content?
      | 13 January 2008 | Trainer/s: AN Other, Job title and company |
    • 16. | 13 January 2008 | Trainer/s: AN Other, Job title and company | Final thoughts
    • 17. 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.
      | 13 January 2008 | Trainer/s: AN Other, Job title and company |
    • 18. Thanks for your time
      • I hope the course was insightful, informative and helpful.
      • Please see the full presentation and extensive notes to go through at your leisure.
      | 13 January 2008 | Trainer/s: AN Other, Job title and company | www.econsultancy.com All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2009.
    • 19. Bibliography
      • The Cluetrain Manifesto
      • Wikinomics website which is based on and extends the book of the same name by Don Tapscott and Anthony D Williams
      • Collected papers and essays by danahboyd
      • Groundswell by Charlene Li & Josh Bernoff
      • Notre Dame University: Fifteen-minutes of fame: The Dynamics of Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A Barabasi
      • OECD whitepaper on user-generated content
      • Digital Natives Programme by Berkman Center for Internet & Society at Harvard Law School
      | 13 January 2008 | Trainer/s: AN Other, Job title and company |

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