Reputation Management Model Southwestern Illinois Tourism Bureau


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3-23-2010 presentation to the Southwestern Illinois Tourism Bureau

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Reputation Management Model Southwestern Illinois Tourism Bureau

  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. 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 />
  9. 9. 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 />
  10. 10. Social Media Continuum of Tools<br />Syndicate, Search, Aggregate<br />Publish<br />Connect<br />Collaborate<br />Rank, Tag, Comment, Bookmark<br />Measure<br />
  11. 11. What Now?<br />
  12. 12. 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 />
  13. 13. 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 />
  14. 14. Web Content Fuels Traditional Media Relations<br />Eighty percent of journalist say they spend more than 20 hours per week online.<br />Eighty-seven percent say they use the internet to find news sources.<br />— 2009 Arketi Web Watch Survey <br />
  15. 15. 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 />
  16. 16. 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 />
  17. 17. Marketing Shift<br />
  18. 18. 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
  19. 19. Usability
  20. 20. Personality</li></li></ul><li>Findability<br />Search engines<br /><ul><li>Google
  21. 21. Yahoo, MSN
  22. 22. Ask, Alta Vista, etc..</li></ul>Social Media<br /><ul><li>FaceBook
  23. 23. MySpace
  24. 24. Flickr</li></ul>Other interactive outlets<br /><ul><li>Media
  25. 25. Blogs
  26. 26. Mobile</li></li></ul><li>Usability<br />Focus the user<br /><ul><li>Plain language, short sentences and bullets
  27. 27. Give the user choices, have a conversation
  28. 28. Let the user decide what’s important on your site</li></ul>Facilitate a positive user experience<br /><ul><li>Clear, consistent navigation
  29. 29. Distinct value proposition
  30. 30. Utilize images and video to tell the story</li></ul>Make it easy to take the next step<br /><ul><li>Talk with us or schedule a visit
  31. 31. Sign up for E-newsletter
  32. 32. Connect with us on social media
  33. 33. Tell-a-friend!</li></li></ul><li>Usability<br />Communicate the spirit of your company<br /><ul><li>What would you tell a visitor?
  34. 34. Create feelings which become thoughts/actions
  35. 35. Engage and inspire</li></ul>Represent the people<br /><ul><li>Employees
  36. 36. Guests, visitors
  37. 37. Suggest related items you offer and link to them</li></ul>Appeal to multiple audiences<br /><ul><li>Depict various demographics in images
  38. 38. Showcase a variety of activities</li></li></ul><li>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 />
  39. 39. Approach to Web Content<br />Content for Humans: Your future guests and visitors read your pages to find out more about your company or location, why they should visit and how they can connect with you. What are they looking for?<br /><ul><li>WII-FM
  40. 40. Personalization
  41. 41. People
  42. 42. Stories
  43. 43. Real answers
  44. 44. Data to substantiate
  45. 45. 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
  46. 46. Connections
  47. 47. Stories
  48. 48. Share ideas
  49. 49. Listening is important
  50. 50. Invite participation</li></li></ul><li>Questions?<br />Elizabeth Keserauskis<br /><br /><br />@bethkeserauskis<br />