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The Age of Reputation Marketing
ConfluenceCon, 2015
Presenter: Danica Jones, Marketing Manager
2|
2
The Old Way: Reputation Management
Historically, brandshave
had theirdirty secrets
uncoveredonlineandare
forcedtorele...
THE NEW WAY:
Don’t just brand your name…
Brand your customer experience.
This is the end of reputation management.
The age...
…so what IS reputation marketing?
“You are what you share.”
-Charles Leadbetter
“You are what you
AND consumers share.”
-D...
5|
5
There’s some resources available online,
but most of them are incredibly outdated.
As of this presentation, nearly 2,...
6|
6
THE REPUTATION MARKETING EQUATION:
PR + UX + CX =
PROFIT
7|
7
Marketers and PR teams can no longer
wait to put out a fire.
Commit to putting the fire hose away.
Aim for a proactiv...
8|
8
Get PROACTIVE.
The best way to avoid putting out fires?
Don’t let them start in the first place!
9|
9
Why? Consumer behavior has evolved.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Number of reviews read
Consumersreadingreviews
...
10|
10
What you don’t own is a greater risk to reputation.
Leveraging third-party media properties for additional visibili...
11|
11
Customer feedback matters.
To increase transparency, don’t grade your own homework.
Use third-party review collecti...
12|
12
Feedback Volume
While review volume
impact may vary from
vertical to vertical, a
broader sample set gives
your targ...
13|
13
Testimonials speak for themselves.
Incorporating testimonials into
your marketing helps you:
Prove your worth
Build...
14|
14
Reputation marketing gives you data to drive results.
Consumer insights steer
marketing strategy
Customer insights ...
Ready to take the
first step?
Download our free
Social Proof guide.
We know reputation marketing. Our partnered brands use...
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The Age of Reputation Marketing - #ConfluenceCon 2015

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I presented a talk on reputation marketing at ConfluenceCon, and developed an in-depth overview of the talking points covered so anyone can use this as a reputation marketing learning resource.

Working as the Marketing Manager for the ConsumerAffairs for Brands partnership and accreditation program has helped me understand both consumer online behavior and marketing needs for brands in the organic search channel.

If you enjoy the presentation, there's a free guide you can download and use to get started on reputation marketing right away.

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The Age of Reputation Marketing - #ConfluenceCon 2015

  1. 1. The Age of Reputation Marketing ConfluenceCon, 2015 Presenter: Danica Jones, Marketing Manager
  2. 2. 2| 2 The Old Way: Reputation Management Historically, brandshave had theirdirty secrets uncoveredonlineandare forcedtoreleaseaPR campaign toexplain. Theresult? SERPimmortality.
  3. 3. THE NEW WAY: Don’t just brand your name… Brand your customer experience. This is the end of reputation management. The age of reputation marketing is here.
  4. 4. …so what IS reputation marketing? “You are what you share.” -Charles Leadbetter “You are what you AND consumers share.” -Danica Jones
  5. 5. 5| 5 There’s some resources available online, but most of them are incredibly outdated. As of this presentation, nearly 2,000 books on Reputation Management were available on Amazon Only 93 books on Reputation Marketing were available 13 of those books were published within the past year
  6. 6. 6| 6 THE REPUTATION MARKETING EQUATION: PR + UX + CX = PROFIT
  7. 7. 7| 7 Marketers and PR teams can no longer wait to put out a fire. Commit to putting the fire hose away. Aim for a proactive approach to building your reputation.
  8. 8. 8| 8 Get PROACTIVE. The best way to avoid putting out fires? Don’t let them start in the first place!
  9. 9. 9| 9 Why? Consumer behavior has evolved. 0% 5% 10% 15% 20% 25% 30% 35% 40% Number of reviews read Consumersreadingreviews 2015 1 2 - 3 4 - 6 7 - 10 11 - 20 21 - 30 31 - 40 41 - 50 50+ With thousands of consumer channels online, it’s essential to discover, engage, monitor and maintain every channel your customers are active in. Consumersread2-6 reviewsbeforetheZero MomentofTruth(Google).
  10. 10. 10| 10 What you don’t own is a greater risk to reputation. Leveraging third-party media properties for additional visibility requires engagement and accountability. Where is your brand currently mentioned by consumers? Reach out to those sites and invest in effectively branding your customer experience.
  11. 11. 11| 11 Customer feedback matters. To increase transparency, don’t grade your own homework. Use third-party review collection to collect an unbiased sampling of feedback… Consumers don’t expect a perfect score. 4.5-star ratings are often trusted as much as THREE TIMES more than 5-star ratings. Above all, DON’T FAKE FEEDBACK!
  12. 12. 12| 12 Feedback Volume While review volume impact may vary from vertical to vertical, a broader sample set gives your target audience rich insights. Remember: A 3 or 4-star review doesn’t always deter potential customers. Often, these reviews contain richer feedback about the product to help others determine if the product may be a better fit for their needs. Example: If you’re tall, and a shorter consumer rates long pants at a 3-star rating, you may rate the pants at a 5-star rating.
  13. 13. 13| 13 Testimonials speak for themselves. Incorporating testimonials into your marketing helps you: Prove your worth Build consumer trust STAND OUT
  14. 14. 14| 14 Reputation marketing gives you data to drive results. Consumer insights steer marketing strategy Customer insights steer customer experience improvements Maintain a valuable analytics library to reference Become a cool hunter Everything you receive from your audience helps you generate revenue
  15. 15. Ready to take the first step? Download our free Social Proof guide. We know reputation marketing. Our partnered brands use our proven strategies every day to improve on every facet of successful reputation marketing strategy. We’ve got your back.

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