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Edwardsville-Glen Carbon Chamber Presentation, 4-27-10


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Edwardsville-Glen Carbon Chamber Presentation, 4-27-10

  1. 1. Reputation ManagementEarning and Protecting the Trust Between You and Your Publics<br />
  2. 2. Reputation Management is…<br />Building authentictrust between your organization and the people that matter most to you.<br />
  3. 3. Value of Reputation<br />
  4. 4. Today’s Relationship Drivers<br />Satisfaction with experiences<br />Consistency<br />Trust<br />Commitment (personal)<br />Transparency (honesty)<br />Sources: Terry Flynn, Ph.D., McMaster University, DeGroote School of Business<br /> David Armano,<br />
  5. 5. The New Rules of Marketing & PR<br />PR is for more than just mainstream media audiences<br />PR is not just about seeing your organization on TV; it’s about seeing you on the Web<br />It’s about helping people move through the decision-making process with great online content<br />It’s authenticity, not spin<br />It’s participation, not propaganda<br />It’s direct communication at the moment and in the way your audience prefers, not one-way interruption <br />— Adapted from The New Rules of Marketing & PR<br />
  6. 6. The Link Between Brand and Reputation<br />Brand Promise<br />Defines the experience your customers should have with you<br />Aligns your business operations with the customer’s experience<br />Defines and protects your reputation<br />Reputation = Current perceptions of an organization<br />A variable based on experiences, news, events, actions<br />
  7. 7. Reputation Management<br />Reliable, Predictable Experience<br />When the experience doesn’t match the promise, reputation declines<br />Reputation<br />Index<br />Unreliable, Unpredictable Experience<br />Source: Standing Partnership<br />
  8. 8.
  9. 9. Communicating in the 21st Century<br />Considerations:<br />A competitive, global marketplace<br />24/7 media environment<br />Consumer-centric<br />Expectation of governance/responsibility<br />Challenges:<br />Providing context, perspective<br />Demonstrating our competitive advantage<br />Consistent message and experience<br />
  10. 10. The Mass Media Model<br />Edited and controlled content broadcast to mass audiences <br />Email<br />PR<br />Website<br />Advertising<br />Print <br />Adapted From: Mike Arauz, Thoughts on New Media and Assorted Links<br />
  11. 11. The Social Media Model<br />Ideas shared, adapted, changed and shared again, and again, and …<br />Source: Mike Arauz, Thoughts on New Media and Assorted Links<br />
  12. 12. Social Media Continuum of Tools<br />Syndicate, Search, Aggregate<br />Publish<br />Connect<br />Collaborate<br />Rank, Tag, Comment, Bookmark<br />Measure<br />
  13. 13. as a social networking site? But it’s just shopping…<br />Thriving communities<br /><ul><li>Customer reviews
  14. 14. Author profiles
  15. 15. User conversations
  16. 16. Example
  17. 17. First review written in 2007 on publication day
  18. 18. User profile and review read by 100,000+
  19. 19. Now 215 reviews
  20. 20. Fellow users can rate reviews higher
  21. 21. Link to profile and read other reviews
  22. 22. Not bad for the reviewer’s personal brand!</li></ul>Source: David Meerman Scott,<br />
  23. 23. Social Media Marketing: Simplified<br />You can buy attention (advertising)<br />You can beg for attention from the media (PR)<br />You can bug people one at a time to get attention (sales)<br />Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.<br />Source: David Meerman Scott,<br />
  24. 24. Engagement Scores of Top 100 Global Brands<br />Source:<br />
  25. 25. Demographics<br /><ul><li>5% of users accounted for 75% of all activity</li></li></ul><li>Demographics<br /><ul><li>2009: nearly 72 million users in US
  26. 26. 5% of users accounted for 75% of all activity
  27. 27. 28.2% of users: 35 – 54 year olds
  28. 28. 25.2%: 25 – 34 year olds
  29. 29. 25.1%: 18 – 24 year olds
  30. 30. 55 and over has grown from 950,000 to 5.9 million in six months</li></ul>Sources:<br />
  31. 31. What Now?<br />
  32. 32. Using Social Media to Build Reputation <br />Internal collaboration<br />Direct conversations<br />Relationship building <br />Thought leadership<br />Instant feedback<br />Community<br />SEO (search engine optimization)<br />
  33. 33. Engagement Best Practices<br /><ul><li>Deputize people throughout the organization
  34. 34.
  35. 35. Department representatives
  36. 36. Engaging with people would come naturally</li></ul>Source:<br />
  37. 37.
  38. 38. Web Content Fuels Traditional Media Relations<br />More than eight of 10 journalists (84 percent) say they have used or would use blogs as primary or secondary sources for articles.<br />— 2007 Arketi Web Watch Survey <br />Eighty percent of journalists say they spend more than 20 hours per week online.<br />— 2009 Arketi Web Watch Survey <br />
  39. 39. Web Content Integral to Reputation<br />The Internet has made public relations PUBLIC again, after years of almost exclusive focus on media. Blogs, online news releases and other forms of Web content let organizations communicate directly with consumers.<br />— David Meerman Scott<br />The New Rules of Marketing & PR<br />
  40. 40. Web Content Integral to Reputation<br />
  41. 41. Reputation Management<br />Trust equity – a reputational insurance policy that creates economic value for your organization<br />Turning relationships into results<br />Customer loyalty<br />Recruiting/retention<br />Increased funding/donations<br />Potential premium pricing<br />Protection against crisis<br />Empowering brand ambassadors<br />
  42. 42. Marketing Shift<br />
  43. 43. Communication with an Impact<br />Your website is not just a static brochure but rather an interactive “conversation” with your users consisting of three key elements:<br /><ul><li>Findability
  44. 44. Usability
  45. 45. Personality</li></li></ul><li>Findability<br />Search engines<br /><ul><li>Google
  46. 46. Yahoo, MSN
  47. 47. Ask, Alta Vista, etc..</li></ul>Social Media<br /><ul><li>FaceBook
  48. 48. MySpace
  49. 49. Flickr</li></ul>Other interactive outlets<br /><ul><li>Media
  50. 50. Blogs
  51. 51. Mobile</li></li></ul><li>Usability<br />Focus the user<br /><ul><li>Plain language, short sentences and bullets
  52. 52. Give the user choices, have a conversation
  53. 53. Let the user decide what’s important on your site</li></ul>Facilitate a positive user experience<br /><ul><li>Clear, consistent navigation
  54. 54. Distinct value proposition
  55. 55. Utilize images and video to tell the story
  56. 56. Include multiple media types for various learning styles</li></ul>Make it easy to take the next step<br /><ul><li>Talk with us or schedule a visit
  57. 57. Sign up for E-newsletter
  58. 58. Connect with us on social media
  59. 59. Tell-a-friend!</li></li></ul><li>Personality<br />Communicate the spirit of your company<br /><ul><li>What would you tell a visitor?
  60. 60. Create feelings which become thoughts/actions
  61. 61. Engage and inspire</li></ul>Represent the people<br /><ul><li>Employees
  62. 62. Guests, visitors
  63. 63. Suggest related items you offer and link to them</li></ul>Appeal to multiple audiences<br /><ul><li>Depict various demographics in images
  64. 64. Showcase a variety of activities</li></li></ul><li>Segmenting Your Audiences<br />The online relationship begins the second a potential customer hits your homepage. Show customers a reflection of them self. Organize your site with content for each of your distinct buyer personas. <br />— David Meerman Scott<br />The New Rules of Marketing & PR<br />
  65. 65. Example:<br /><ul><li> 50.6 million items in collections
  66. 66. 89 locations
  67. 67. 3,200 staff members</li></ul>Web site must serve a wide variety of on and offline visitors <br /><ul><li>Academic researchers from around the globe
  68. 68. Bronx residents who speak Spanish as a first language
  69. 69. NYC tourists who want to tour the Fifth Ave building
  70. 70. Film industry who want to use the famous setting
  71. 71. Potential supporters with donations</li></li></ul><li>
  72. 72. Approach to Web Content<br />Text for Bots: Search engines “crawl” your pages looking to establish what they are about so that they can display YOUR pages to searchers. <br />
  73. 73. Approach to Web Content<br />Content for Humans: Your future guests and visitors read your pages to find out more about your services and facilities, why they should visit and how they can connect with you. What are they looking for?<br /><ul><li>WII-FM
  74. 74. Personalization
  75. 75. People
  76. 76. Stories
  77. 77. Real answers
  78. 78. Data to substantiate
  79. 79. Social proof</li></li></ul><li>Approach to Web Content<br />Messaging: What is your promise to your guests and visitors?<br /><ul><li>Emotions
  80. 80. Connections
  81. 81. Stories
  82. 82. Share ideas
  83. 83. Listening is important
  84. 84. Invite participation</li></li></ul><li>Questions?<br />Elizabeth Keserauskis<br /><br /><br />@bethkeserauskis<br /><br />