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IL Assn of Chambers of Commerce, 11-2-11


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IL Assn of Chambers of Commerce, 11-2-11

  1. 1. Reputation Management Earning and Protecting the Trust Between You and Your Publics Elizabeth Keserauskis Assistant Vice Chancellor for University Relations, Marketing and Communications
  2. 2. Reputation Management is…Building authentic trust between your organization and the people that matter most to you.
  3. 3. Value of Reputation Trusted Relationships More Resources, Strong Visitors, Reputation Funding Increased Organizational Value Source: Standing Partnership
  4. 4. Today’s Relationship Drivers • Satisfaction with experiences • Consistency • Trust • Commitment (personal) • Transparency (honesty) Sources: Terry Flynn, Ph.D., McMaster University; David Armano,
  5. 5. The New Rules of Marketing & PR• PR is for more than just mainstream media audiences• PR is not just about seeing your organization on TV; it‘s about seeing you on the Web• It‘s about helping people move through the decision- making process with great online content• It‘s authenticity, not spin• It‘s participation, not propaganda• It‘s direct communication at the moment and in the way your audience prefers, not one-way interruption — Adapted from The New Rules of Marketing & PR
  6. 6. The Link Between Brand and Reputation• Brand Promise – Defines the experience your customers should have with you – Aligns your business operations with the customer‘s experience – Defines and protects your reputation• Reputation = Current perceptions of an organization – A variable based on experiences, news, events, actions
  7. 7. Reputation Management Reliable, Predictable Experience When theReputation experience doesn‘t match Index the promise, reputation declines Unreliable, Unpredictable Experience Source: Standing Partnership
  8. 8. Reputation Management• Trust equity – a reputational insurance policy that creates economic value for your organization• Turning relationships into results – Customer loyalty – Recruiting/retention – Increased funding/donations – Potential premium pricing – Protection against crisis – Empowering brand ambassadors
  9. 9. Communicating in the 21st Century• Considerations: – A competitive, global marketplace – 24/7 media environment – Consumer-centric – Expectation of governance/responsibility• Challenges: – Providing context, perspective – Demonstrating our competitive advantage – Consistent message and experience
  10. 10. The Mass Media ModelEdited and controlled content broadcast to mass audiences Email Website PR Advertising Print Adapted From: Mike Arauz, Thoughts on New Media and Assorted Links
  11. 11. The Social Media ModelIdeas shared, adapted, changed and shared again, and again, and … Source: Mike Arauz, Thoughts on New Media and Assorted Links
  12. 12. Social Media Continuum of Tools Syndicate,Connect Collaborate Publish Rank, Tag, Comment, Search, Bookmark Aggregate Measure
  13. 13. Social Media Marketing: Simplified• You can buy attention (advertising)• You can beg for attention from the media (PR)• You can bug people one at a time to get attention (sales)• 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. Source: David Meerman Scott,
  14. 14. # of US citizens 300,000,000 200,000,000 # of US citizens on the FTC‘s ―Do Not Call‖ List Source: FTC, Jul 2010; Image: Daniel St.Pierre /
  15. 15. • One third of US consumers spend ≥3 hours online every day; two thirds: ≥1 hour.• 57% of Internet users search the web every day.• 46% of daily searches are for info on products or services• 20% of monthly Google searches are for local businesses Sources: The Media Audit, Oct 2010;, Oct 2010; Google, Apr 2010
  16. 16. 93% of US adult Internet users are on Facebook 300 Million US CITIZENS 152 Million US FACEBOOK USERS 21 Million US TWITTER USERS
  17. 17. • 1 out of every 8 minutes online is spent on Facebook• The average user spends >11 hours/month on Facebook• Facebook is overtaking Google and Yahoo in total time spent online Sources: Comscore, Feb & Aug 2011; Facebook Press Room, 2011
  18. 18. • Roughly 9% of adult Americans use Twitter • The majority of US Twitter users are 20-29 years old (50%) • 79% of US Twitter users are more likely to recommend brands they follow • Twitter users are young, smart, affluent & tech-savvy • However, the average Twitter user has 27 followers, and 40% of Twitter accounts have never sent a tweetSources: EMarketer, Apr ‗11; PEW Research Center, Jan ‗10; Edison Research, ‗10; RJ Metrics, Jan ‗10; HubSpot
  19. 19. What Now?
  20. 20. Using Social Media to Build Reputation• Internal collaboration• Direct conversations• Relationship building• Thought leadership• Instant feedback• Community• SEO (search engine optimization) Image: xe-pOr-ex /
  21. 21. “But I justdon’t have time…”• Empower your employees• No tweeting by committee• Hire talent you can trust Image: renjith krishnan /
  22. 22. Engagement Best Practices• Deputize people throughout the organization•• Department representatives• Engaging with people would come naturally Sources:
  23. 23. Are you REALLY listening? Image: Ambro /
  24. 24. Are you REALLY listening?
  25. 25. Web Content Fuels Traditional Media RelationsMore than eight of 10 journalists (84 percent) say theyhave used or would use blogs as primary or secondarysources for articles. — 2007 Arketi Web Watch SurveyEighty percent of journalists say they spend more than 20hours per week online. — 2009 Arketi Web Watch Survey
  26. 26. Web Content Integral to ReputationThe 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 letorganizations communicate directly with consumers. — David Meerman Scott The New Rules of Marketing & PR
  27. 27. Marketing Shift
  28. 28. Communication with an ImpactYour website is not just a static brochure but ratheran interactive ―conversation‖ with your usersconsisting of three key elements:• Findability• Usability• Personality
  29. 29. FindabilitySearch enginesSocial MediaOther interactive outlets
  30. 30. UsabilityFocus the userFacilitate a positive user experienceMake it easy to take the next step
  31. 31. PersonalityCommunicate the spirit of your companyRepresent the peopleAppeal to multiple audiences
  32. 32. Segmenting Your AudiencesThe 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. — David Meerman Scott The New Rules of Marketing & PR
  33. 33. • 50.6 million items in collections• 89 locations• 3,200 staff membersWeb site must serve a wide variety of on and offlinevisitors – Academic researchers from around the globe – Bronx residents who speak Spanish as a first language – NYC tourists who want to tour the Fifth Ave building – Film industry who want to use the famous setting – Potential supporters with donations
  34. 34. Approach to Web ContentText for Bots: Search engines ―crawl‖ your pages looking toestablish what they are about so that they can display YOURpages to searchers.
  35. 35. Approach to Web ContentContent for Humans: What are they looking for? • WII-FM • Personalization • People • Stories • Real answers • Data to substantiate • Social proof Image: Stuart Miles /
  36. 36. Approach to Web ContentMessaging: What is your brand promise? • Emotions • Connections • Stories • Share ideas • Listening is important • Invite participation
  37. 37. Elizabeth Image: Master isolated images /