REPUTATION MANAGEMENT – or what the funk do I do now? May 6,2008 Ged Carroll DIGITAL PRACTICE

It’s a World of Change, Isn’t It? Some things haven’t changed: The tenets of strategy are the same as they have been for the past 5,000 years Clients are still ultimately measured on the performance of their business We still communicate with people ultimately in mind to be influenced Channels and media may change but the need for good PR remains constant Some things have changed It has never been cheaper or easier to produce content Clients can disintermediate the media and communicate directly with their audiences Audiences can easily communicate with each other on a large scale We have new media vehicles The news cycle lasts longer – online news sources act like an echo chamber We have analogues for all this things based on past experiences because ultimately its how people chose to use them that we need to most understand

Some things haven’t changed:

The tenets of strategy are the same as they have been for the past 5,000 years

Clients are still ultimately measured on the performance of their business

We still communicate with people ultimately in mind to be influenced

Channels and media may change but the need for good PR remains constant

Some things have changed

It has never been cheaper or easier to produce content

Clients can disintermediate the media and communicate directly with their audiences

Audiences can easily communicate with each other on a large scale

We have new media vehicles

The news cycle lasts longer – online news sources act like an echo chamber

We have analogues for all this things based on past experiences because ultimately its how people chose to use them that we need to most understand

Levels of Online PR Engagement Monitoring: no engagement but active listening to what is being said about the organisation and its peers – any related issues Low-level engagement: as Monitoring plus response-led online presence High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activities

Monitoring: no engagement but active listening to what is being said about the organisation and its peers – any related issues

Low-level engagement: as Monitoring plus response-led online presence

High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activities

WEX PULSE: MONITORING ONLINE – SILVER BULLET Vibrant dashboard for optimal view of media coverage / buzz and measurement Automated media monitoring for any size business Secure integrated platform for improved collaboration Clear snapshots of share of voice and buzz trends Streamlined interface for easier navigation

Vibrant dashboard for optimal view of media coverage / buzz and measurement

Automated media monitoring for any size business

Secure integrated platform for improved collaboration

Clear snapshots of share of voice and buzz trends

Streamlined interface for easier navigation

Measurement Silver Bullet (Or Not) Cision Attentio Market Sentinel BuzzMetrix Cymfony Biz360 Factiva Brandimensions

Cision

Attentio

Market Sentinel

BuzzMetrix

Cymfony

Biz360

Factiva

Brandimensions

Measurement It all goes back to objectives, but…. Google SERP PageRank Google alerts: Ongoing monitoring Technorati : RSS-fed buzz with authority meter Yahoo! Site Explorer : Inbound links Website analytics

It all goes back to objectives, but….

Google

SERP

PageRank

Google alerts:

Ongoing monitoring

Technorati :

RSS-fed buzz with authority meter

Yahoo! Site Explorer :

Inbound links

Website analytics

Working Out Where You Should Be Ask peers, colleagues and particularly sales staff Look at influencers cited in the mainstream media Look at back-links into existing web properties and competitor sites Examine data from measurement tools Google blog search Look at their authority ‘ Found’ influencers’ blogrolls

Ask peers, colleagues and particularly sales staff

Look at influencers cited in the mainstream media

Look at back-links into existing web properties and competitor sites

Examine data from measurement tools

Google blog search

Look at their authority

‘ Found’ influencers’ blogrolls

Getting Favourable Coverage Values: Honest Open Transparent Available Have great content Provide a provocative standpoint Real news or a great story Narrowcast rather than broadcast

Values:

Honest

Open

Transparent

Available

Have great content

Provide a provocative standpoint

Real news or a great story

Narrowcast rather than broadcast

Dealing with Unfavourable Coverage Acknowledge salient points within the coverage Offer to engage the author in person Provide data points and external references for any rebuttal Plan ahead to push unfavourable content down off the first 100 results on the SERPs and keep it off

Acknowledge salient points within the coverage

Offer to engage the author in person

Provide data points and external references for any rebuttal

Plan ahead to push unfavourable content down off the first 100 results on the SERPs and keep it off

IP Issues Give online users the opportunity to use your IP where relevant in a legitimate manner Image resource library and licence Outline what ‘fair use’ means Be clear in plain language what your trademarks are Be polite and unthreatening in your communications with offenders If you are still struggling with compliance go direct to the ISP or platform owner Don’t put anything in writing that you wouldn’t want to see published

Give online users the opportunity to use your IP where relevant in a legitimate manner

Image resource library and licence

Outline what ‘fair use’ means

Be clear in plain language what your trademarks are

Be polite and unthreatening in your communications with offenders

If you are still struggling with compliance go direct to the ISP or platform owner

Don’t put anything in writing that you wouldn’t want to see published

Business Blogs Don’t start a blog without a commitment to maintaining it Update at a regular pace Do have an understanding of the target audience and how they interact online Think about the tone of voice: no marketing speak Companies are made of people: let their personalities and passion shine through

Don’t start a blog without a commitment to maintaining it

Update at a regular pace

Do have an understanding of the target audience and how they interact online

Think about the tone of voice: no marketing speak

Companies are made of people: let their personalities and passion shine through

Podcasts & Video Tends to be one-way rather than two-way communications Dynamic delivery Audio is portable and flexible to consume Video requires captive attention – need to be respectful of the audiences time Content needs to be: original, interesting, humourous Two’s company – have a sidekick Succinct Internal communications Education Product walkthroughs Direct-to-customer communication Crisis management Providing context on news stories

Tends to be one-way rather than two-way communications

Dynamic delivery

Audio is portable and flexible to consume

Video requires captive attention – need to be respectful of the audiences time

Content needs to be: original, interesting, humourous

Two’s company – have a sidekick

Succinct

Internal communications

Education

Product walkthroughs

Direct-to-customer communication

Crisis management

Providing context on news stories

Social Networks The best known forms of social software Think about your target group: Their motivations Their location Where they are in their life Be respectful of their personal space Think about how you can add value How do you engage beyond becoming a friend A source of breaking news

The best known forms of social software

Think about your target group:

Their motivations

Their location

Where they are in their life

Be respectful of their personal space

Think about how you can add value

How do you engage beyond becoming a friend

A source of breaking news

Micro media Is what it says it is Not all communications needs to be long form: SMS Address cards Short messages

Is what it says it is

Not all communications needs to be long form: SMS

Address cards

Short messages

Virtual Worlds Virtual worlds, like all communities, have rules Activities within the community need to respect the rules Pick a community that your brand will fit in with and work with in the long term The most important thing is to think about engagement rather than generating coverage Not that much use in reputation management

Virtual worlds, like all communities, have rules

Activities within the community need to respect the rules

Pick a community that your brand will fit in with and work with in the long term

The most important thing is to think about engagement rather than generating coverage

Not that much use in reputation management

Search and Reputation Management

Stakeholders (human & machine) Search as the gateway to the web A reputation engine and long-term memory Stakeholders: General public Shareholders Peers Prospective clients Prospective employees Regulators Pressure groups and NGOs

Search as the gateway to the web

A reputation engine and long-term memory

Stakeholders:

General public

Shareholders

Peers

Prospective clients

Prospective employees

Regulators

Pressure groups and NGOs

How Algorithmic Search Works Content acquisition Visits webpage, reads it, and crawls links to other pages up to 4 layers deep within the website Consumes RSS feeds that highlight new content and links Crawls a site map (sitemap.xml) Directories (DMOZ, Yahoo! Directory) Index web pages Everything the spider finds is saved in the search engine’s index Algorithmic categorisation: sorts through the Index and returns results based on mathematical calculations Spam scoring Relevance freshness Topological relationship to other sites Appropriate for vertical search?

Content acquisition

Visits webpage, reads it, and crawls links to other pages up to 4 layers deep within the website

Consumes RSS feeds that highlight new content and links

Crawls a site map (sitemap.xml)

Directories (DMOZ, Yahoo! Directory)

Index web pages

Everything the spider finds is saved in the search engine’s index

Algorithmic categorisation: sorts through the Index and returns results based on mathematical calculations

Spam scoring

Relevance

freshness

Topological relationship to other sites

Appropriate for vertical search?

Searching the Long Tail Google, Live.com, Yahoo! and Ask algorithmic search Social Search Bookmarking Services Q&A services Trusted web Local search Maps Yellow Pages Mobile search Comparison shopping Mainstream Esoteric Vertical search (Google Scholar, Krugle, Scirus etc) Recommendations (Last.fm, Yahoo! Music)

PR Agency PR And Search Three Scenarios for Search and PR TRANSACTIONAL Specialists SEM/SEO Traditional direct-response online marketing work Direct response Highly measurable Very quantitative Specialist field Content: relevance, freshness and quality Provision for trusted web services (digg, del.icio.us) SEO for corporate and product websites through collection of inlinks BRAND Content creation / Bookmarking SEO REPUTATION Trusted advisor SEM Content creation SEO Purchase ad spots to drive consumers to company site to communicate clients’ side of the story Create content to flush ‘bad coverage’ off the first search page SEO to maintain position

Traditional direct-response online marketing work

Direct response

Highly measurable

Very quantitative

Specialist field

Content: relevance, freshness

and quality

Provision for trusted web services

(digg, del.icio.us)

SEO for corporate and product

websites through collection of

inlinks

Purchase ad spots to drive consumers to company site to communicate clients’ side of the story

Create content to flush ‘bad coverage’ off the first search page

SEO to maintain position

THE UNITED NATIONS: STAND UP AGAINST POVERTY RESULTS Within 20 days WE… Targeted more than 343 influentials via three digital press releases Incorporated aggressive SEO that increased impressions and clicks by 20 percent Conducted blogger outreach that resulted in at least 338 blog posts Executed a Twitter viral campaign that created 25,000 followers Contacted 290, 400 people via LinkedIn Garnered more than 9, 500 views on YouTube and UStream.TV NEED The United Nations (UN) engaged Waggener Edstrom Worldwide (WE) to provide global digital strategy, social media counsel and public relations consultancy in support of the UN Millennium Campaign's "Stand Up and Speak Out" event on October 16-17, 2007. The UN needed to create awareness and generate interest for an event designed to highlight and reinforce the pledge made by governments from 189 countries to the Millennium Development Goals, specifically to work toward the eradication of poverty worldwide by 2015. APPROACH Global scope demanded an innovative approach to unifying audiences across the world via their individual Internet engagement points. Given the variety of mediums and 30-day timeline, WE drafted an integrated communications plan, vested in top social media opportunities, that was strategically and quickly executed.

RESULTS

Within 20 days WE…

Targeted more than 343 influentials via three

digital press releases

Incorporated aggressive SEO that increased impressions and clicks by 20 percent

Conducted blogger outreach that resulted in at least 338 blog posts

Executed a Twitter viral campaign that created 25,000 followers

Contacted 290, 400 people via LinkedIn

Garnered more than 9, 500 views on YouTube and UStream.TV

O’Reilly Publishing & Web 2.0 CMP Media with the knowledge and approval of O’Reilly Media legaled NFP IT@Cork Hue and cry break outs in the blogosphere over the course of 3 days O’Reilly Media step in and pick up the phone to Tom Rafferty and agree that Rafferty can use the web 2.0 descriptor

CMP Media with the knowledge and approval of O’Reilly Media legaled NFP IT@Cork

Hue and cry break outs in the blogosphere over the course of 3 days

O’Reilly Media step in and pick up the phone to Tom Rafferty and agree that Rafferty can use the web 2.0 descriptor

Any Questions? http://e-consultancy.com | http://www.waggeneredstrom.co.uk/ http://renaissancechambara.jp

http://e-consultancy.com | http://www.waggeneredstrom.co.uk/

http://renaissancechambara.jp

Online Inspiration & Useful Links 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 danah boyd 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 Some suggested blogs and online sources to read sorted by subject area How to read RSS feeds in Outlook: http://office.microsoft.com/en-us/outlook/HA011750001033.aspx Pane-style readers: http://www.pageflakes.com http://www.netvibes.com/ Online readers: http://www.bloglines.com/ http://www.newsgator.com/ A regularly-updated RSS reader resource: http://blogspace.com/rss/readers

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 danah boyd

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

Some suggested blogs and online sources to read sorted by subject area

How to read RSS feeds in Outlook: http://office.microsoft.com/en-us/outlook/HA011750001033.aspx

Pane-style readers: http://www.pageflakes.com http://www.netvibes.com/

Online readers: http://www.bloglines.com/ http://www.newsgator.com/

A regularly-updated RSS reader resource: http://blogspace.com/rss/readers

GED CARROLL Waggener Edstrom Tower House 10 Southampton Street London, WC2E 7AH, UK [email_address] +44 (0)20 7632 3800 www.waggeneredstrom.co.uk / http://renaissancechambara.jp WAGGENER EDSTROM WORLDWIDE OFFICES EUROPE: BRUSSELS . LONDON . MUNICH . PARIS ASIA: BEIJING . HONG KONG . SINGAPORE NORTH AMERICA: AUSTIN . BOSTON . DALLAS . NEW YORK . PORTLAND . SAN FRANCISCO . SEATTLE . WASHINGTON DC

© Waggener Edstrom Worldwide 2008 YOU INNOVATE. WE COMMUNICATE.