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 |

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

| 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 |

Google

Cyprus Explorer

Dopplr

Wikipedia

Wikitravel

Flickr

Thomson Holidays

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 |

Traditionally :

Reactive

Hierarchical

Defensive

Media-driven agenda in reaction to a crisis or issue

Citizen journalism becoming more prevalent

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

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

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 |

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

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

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

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

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 |

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

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.

I hope the course was insightful, informative and helpful.

Please see the full presentation and extensive notes to go through at your leisure.

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 |

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