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Alexander McNabb presentation at MediaME Forum 2011
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Alexander McNabb presentation at MediaME Forum 2011

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Spot On PR Director Alexander McNabb's presentation at the MediaME Forum 2011 in Amman, Jordan on Digital Reputation Management & New Age PR. ...

Spot On PR Director Alexander McNabb's presentation at the MediaME Forum 2011 in Amman, Jordan on Digital Reputation Management & New Age PR.

You can watch the video of Alexander's presentation via the Spot On PR blog:
http://www.spotonpr.com/alexander-mcnabb-at-mediame-forum/

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Transcript

  • 1. Alexander McNabb DirectorSpot On Public Relations i do public relations i write books i take photos i drive a pajero i cook a lot i talk a lot i laugh a lot i am quite old i live in dubai
  • 2. WHAT PRICEREPUTATIONONLINE?
  • 3. CHANGE
  • 4. How many psychiatrists does it take to change a light bulb? Just the one. But the bulb has to want to change…
  • 5. Where do we want to be?Where arewe now?
  • 6. How do we want to be seen?How arewe seen now?
  • 7. How do we want to be seen?How arewe seen now?
  • 8. Resonance – What do we WANT them to say?
  • 9. How are we seen?– Media exposure – Coverage extent (Dead tree Kg) – Coverage tone (fawning +) – Positive mentions (how fawning +++)– Customer feedback to us (ignore)– Customer feedback to media (panic)
  • 10. “None of our political writers take notice of any more than three estates, namely,Kings, Lords and Commons; passing by insilence that very large and powerful body which forms the fourth estate in this community . . . The Mob.” Henry Fielding (1757)
  • 11. “None of our political writers take notice of any more than three estates, namely,Kings, Lords and Commons; passing by insilence that very large and powerful body which forms the fourth estate in this community . . . The Mob.” Henry Fielding (1757)
  • 12. NAHR 2007EL BARED #OWS2011
  • 13. bugger
  • 14. What to do?
  • 15. What’s the ROI?
  • 16. How do we want to be seen? DisruptionHow arewe seen now?
  • 17. ListenEvaluateEngageFeedback
  • 18. ObjectiveStrategyTactics
  • 19. ContextPart of a rounded digital strategy Business Process Engineering
  • 20. SEO
  • 21. SEO
  • 22. SEO
  • 23. Outsource it
  • 24. ListenEvaluateEngageFeedback
  • 25. Listen
  • 26. Listening What is the prevailing tone and sentiment? What do people think about you? What are they expressing about you # and to you @ What platforms are they using? How are they finding you? How influential are the voices out there? How many of them are there? Are they gaining traction? Stay alert!
  • 27. Radian6 MeltwaterSocialEyesClique AnalyticsGoogle Alerts
  • 28. Evaluate
  • 29. Evaluating Impact Evaluate the tone/intent of the conversation. Evaluate your response to the situation. Evaluate the cost of not responding against the potential for further conversation. Evaluate the reputation of your conversationalist/s. Ideally you should have thought about most response scenarios. Ideally, you’re not doing this in a call centre, but out in the field where your response is a real one. USE expertise!
  • 30. #baselmeetsmetallica
  • 31. Engage
  • 32. #baselmeetsmetallica
  • 33. We are seeking and consulting our legal department. We are eager to meet you... If you don’t have anything to hide. The court will be on our side.Engage We want you to give you us your Information, your name, your number so our lawyer will take it from there... We have informed the CID. ...Subway is an elephant... BTW, are you Lebanese?
  • 34. THEY SUED
  • 35. Engage
  • 36. THEY LOST
  • 37. THEYAPPEALED
  • 38. Feedback
  • 39. InternalHow can we change?ExternalKlout Bit.ly TwentyFeet
  • 40. ListenEvaluateEngageFeedback
  • 41. Carrington MalinManaging DirectorSPOT ON PUBLIC RELATIONS Blogm +971 50 645 5491 http://blog.spotonpr.comt +971 4 3491686f +971 4 3493245 Facebooke carringtonm@spotonpr.com http://www.facebook.com/SpotOnPRAlexander McNabb Twitter (@spotonpr)Group Account Director http://twitter.com/spotonprSPOT ON PUBLIC RELATIONSm +971 50 482 9529 Youtubet +971 4 3491686 http://www.youtube.com/user/spotonprf +971 4 3493245e alexanderm@spotonpr.com Quora http://www.quora.com/Carrington-MalinThis documentation is intended for presentation purposes only.The ideas and concepts referred to in this proposal are Research & Reportsconfidential and belong to Spot On Communications LLC andBrodeur Partners. None of these ideas or concepts may be http://www.spotonpr.com/research-reports/used or adapted without our prior written consent.Spot On Communications LLC 2011