Reputation Management and Social Media

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1
Reputation
Management
& Social
Media
A no-nonsense guide to
reputation management
and social media
Dr Paul Marsden
Socia...

2
“If you lose money for the ﬁrm I
will be understanding. If you
lose reputation I will be
ruthless.”
Warren Buffet

3
“It takes 20 years to build a
reputation and ﬁve minutes to
ruin it. If you think about that,
you'll do things different...

4
Dr Paul Marsden
Psychologist
Reputation Manager

How can I help make today better for you?
5
About You
What interests you about this course?
What experience do you have al...

What we’ll cover today....
6
• Understanding the mechanisms through which content and search deﬁne your
organisation’s rep...

Online reputation management:
What are you already doing?
7
1. Increasing visibility of company-
published materials in se...

8
Your reputation is what people say about you when you
leave the room...

9
Reputation: (n) 1. The beliefs or opinions that
are generally held about someone or
something. 2 A widespread belief tha...

10
Reputation: (n) Collective representation of
multiple constituencies images of a company
built up over time
Business De...

11
IMAGEIDENTITY vs
what you say about yourself
‘self presentation’
what others say about you
‘collective representation’
...

Business case for reputation management: Reputation
leaders grow 2x as fast as competitors
12

On a 10 point reputation scale, 1 point difference is worth
$500m for large corporations
13
Black, E., T. Carnes, and V. R...

Importance of reputation to senior management
14
0%
25%
50%
75%
100%
94%
90%
89%
86%
86%
83%
76%
71%
US
Canada
UK
Belgium
...

Reputation management simply deﬁned
15
Reputation management is the practice of
understanding and inﬂuencing an individual...

Online reputation management simply deﬁned
16
Online reputation management is the practice
of understanding and inﬂuencing...

Online reputation management basics:
Can reputation really be managed?
17
“Attempting to manage one’s reputation might
be ...

Reputation management basics:
What doesn’t work...
18
social
responsibility
reputation
$
industry
relations
reputation
$
c...

Online reputation management basics:
What doesn’t work: Valueless social spam
19

Online reputation management basics:
What doesn’t work: Online PR stunts
20

Online reputation management basics:
What doesn’t work: Online PR stunts
21

Online reputation management basics:
What works 1: Expectation-beating experiences
22

Reputation Management Basics:
What works 1: Expectation-beating experiences
23
80% of variation in reputation is accounted...

Online reputation management basics:
Delivering digital value with digital services
24
Reputation Management = Experience ...

Online reputation management basics:
Delivering digital value with digital services
25

Online reputation management basics:
Delivering value with digital services
26

Online reputation management basics:
What works 2...Managing visibility
27
how do you hide a body?

Reputation management basics:
What works 2...Managing visibility
28
how do you hide a body?
Place it on page 2 of Google

Online reputation management basics:
What works 2...Managing visibility
29
Google loves social media

Online reputation management basics:
What works 2...Managing visibility
30
Google loves social media
Social media: Any onl...

Online reputation management basics:
What works 2...Managing visibility
31
everything
(website archive)
video
(YouTube)
li...

Online reputation management basics:
What works 3... Real-time information service (crises)
32

Reputation management basics:
Reputation monitoring: “Would you recommend us...?”
33
% - %
Reputation
=
“Net Promoter Scor...

Reputation management basics:
Reputation monitoring: “Would you recommend us...?”
34
0 1 2 3 4 5 6 7 8 9 10
If a friend or...

Reputation management basics:
Monitoring reputation online
35
website popup / online survey online sentiment monitoring
so...

Discussion point
36
What to Monitor
• Organisation name
• Trademarks
• Key personnel
• Sector issues
• Key competitors / p...

Summary
37
• Your ‘reputation’ is what other people think and say about you; a collective
representation of multiple const...

39
Managing reputation online during crises

Social media is realtime media ideal for crisis situations
when people need clear information fast
40

Reputational damage often comes not from the crisis itself
but inadequate provision of timely and helpful information
41

Reputational damage often comes not from the crisis itself
but inadequate provision of timely and helpful information
42
R...

Discussion point
43
Discussion Point
Can you think of a possible crisis scenario during
which it would be helpful to provi...

But social media can also precipitate reputational crises
44

But social media can also precipitate reputational crises
45

A realworld JET - Just Enough Technology - solution
46

Three key tools
47
Wordpress ‘blog’ as communication hub
Twitter feed for quick updates YouTube channel for executive inte...

Four point plan
48
1. Manage Issues 2. Plan & Prevent
3. Crisis Response 4. Post-Crisis Response

49
Issues management with social media
1. Assign resources – human, economic and technological – to online issues
manageme...

50
Issues management with social media
Assess the
message
Evaluate the
purpose
Do you want
to respond
Take reasonable
acti...

51
Planning and prevention with social media
1. Consider developing your crisis manual online: it is easier to update and ...

52
Crisis response using social media
1. Scramble your Rapid Response Crisis Communications team, and alert senior
managem...

53
Post-crisis response using social media
1. Continue monitoring mentions of the event through online media monitoring,
d...

55
Managing visibility online

56
Your reputation is what Google says it is...

"Google is not a search engine. Google is a reputation-
management system...” Clive Thompson - Wired
57

Online reputation management basics:
What works 2...Managing visibility
58
All you need to know about SEO
Google loves...
...

59
You can’t stop Google reporting negative content, but you
can inﬂuence where it reports it...
1 2 3 4 5 6 7 8 9 10 Next

1. Increase visibility of company-published materials in
search engines to push down negative content
60
everything
(websi...

2. Publishing original and compelling positive content
online, to outperform negative results in a search
61
Themed Conten...

Discussion point
62
Discussion Point
Can you think of two themes for themed blogs you
could run that would interest key st...

2. Publishing original positive content online, to
outperform negative results in a search
63
Thought Leadership Blog on I...

3. Actively managing entries on Wikipedia, the world’s
encyclopedia
64

3. Actively managing entries on Wikipedia, the world’s
encyclopedia
65
Wikipedia management guidelines
1 Register an accou...

4. Submitting news stories to authoritative websites in
order to promote presence and supress negative content
66

5. Organising, as required, legal take-down ‘cease-and-
desist’ requests for libelous content
67

6. Working to achieve mentions of the organisation in
third-party sites that rank highly in Google
68
Guest Posts
Intervie...

7. “Astroturﬁng” third-party websites to place positive
comments or lash out against negative ones
69

8. Proactively offering free products and services to
prominent commentators and reviewers
70

9. Proactively responding to public criticism stemming
from recent changes or events
71

10. Using social media as a channel for reputation-
building service delivery
72

Discussion point
73
Discussion Point
Which are your top 3 of these 10 content
marketing solutions for generating visibilit...

Using social media as a channel for reputation-building
service delivery
75

Let’s start with a quick intelligence test...
76
Ben Tim

Which box will Tim open to play with the bricks?
77
Ben Tim

Congratulations, you passed the TOM intelligence test!
78
2. You are more than 5 years old
1. You are not a Zombie! (consc...

Social intelligence
79
“A wise man learns from the experience of
others, a fool by his own”
Ψ Social Intelligence: Ability...

Q: How can we build reputation with social media?
A: By helping people use their social intelligence
80
Social-as-a-Service

Helping people use their social intelligence
81

Helping people use their social intelligence
82

Helping people use their social intelligence
83

Helping people use their social intelligence
84

85
10 Ways to Build Reputation with
Social Media* Action not Talk
* Online media that supports social interaction and user...

1. Put stars everywhere...
86

1. Put stars everywhere...
87

2. Own a star system...
88

1. Put stars everywhere...
89

3. Be a star system...
90

4. Take a bite out of Apple...
91
Promoter Experience Management

4. Take a bite out of Apple... ‘PXM’
92
Promoter Experience Management
$2446
$1927
Total Promoter Value
Sales
Value
Referr...

5. Make everything shareable
93
28 149 82 32
‘Owned’ Media
‘Earned’ Social Media

6. Host a hub
94

7. Reward referrals
95
$31,500 $486,090
Kumar, Petersen, and Leone. "How Valuable Is Word of Mouth? ." Harvard Business Re...

8. Realign marketing... with reasons-to-recommend
96
40% of your Promoters
Haven’t Recommended

8. Realign marketing... with reasons-to-recommend
97
40% of your Promoters
Haven’t Recommended
Wendell Wilkie (R)Franklin ...

9. Tango with Tuangou
98

9. Tango with Tuangou
99

10. Don’t tell stories, Be the story
100

Discussion point
101
Discussion Point
What service could you oﬀer that’s worth
recommending using social media?

Summary: Social as a Service
102
Real Reputation Management with Social Media
1. Help people use their social intelligence...

Summary: Social as a Service
103
Real Reputation Management with Social Media
1. Help people use their social intelligence...

Summary: 10 ways to build reputation by helping people
with social media powered services...
104
1. Put stars everywhere
2...

Three things...
106
• Manage visibility
• Real-time information service (during crises)
• Social-as-a-Service
Reputation m...

Your top 3 take-outs from today...
107
• ...
• ...
• ...
Reputation management with social media

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