090318 Online Reputation Management

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

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 |

| 13 January 2008 | Trainer/s: AN Other, Job title and company | My online journey

My online journey
Google
Cyprus Explorer
Dopplr
Wikipedia
Wikitravel
Flickr
Thomson Holidays
| Trainer/s: AN Other, Job title and company |

Accrued view .

| 13 January 2008 | Trainer/s: AN Other, Job title and company | Reputation management

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 |

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

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

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

| 13 January 2008 | Trainer/s: AN Other, Job title and company | Communities

The golden rule
“ People matter, Objects don’t”. That’s all you need to know about social media. – Hugh MacLeod

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

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

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 | Final thoughts

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.

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.

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

090318 Online Reputation Management

by Ged Carroll on Feb 17, 2009

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