Reputation Management: A Quick Step Guide by Richard S Hockett, MBA, DTM


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A reputation takes years to establish, and is built on integrity and trust. However, in today's market-space, the reputation of individuals and organizations can be destroyed in a nano-second.

This presentation is a quick look at what can be done to protect your reputation. It is by no means conclusive!

Do not leave your reputation to chance!

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Reputation Management: A Quick Step Guide by Richard S Hockett, MBA, DTM

  1. 1. REPUTATION MANAGEMENT A Quick-Step Guide
  2. 2. Yakity, Yak! <ul><li>Everyday, somewhere, someone is talking: </li></ul><ul><ul><li>about you </li></ul></ul><ul><ul><li>Things important to your: </li></ul></ul><ul><ul><ul><li>Brand </li></ul></ul></ul><ul><ul><ul><li>Executives/Employees </li></ul></ul></ul><ul><ul><ul><li>Competitors </li></ul></ul></ul><ul><ul><ul><li>industry </li></ul></ul></ul><ul><li>What impression have you left behind </li></ul><ul><li>What is their perception of you? </li></ul><ul><li>What are they saying about you? </li></ul>
  3. 3. It only takes seconds… <ul><li>We are OUR BRAND! </li></ul><ul><li>Building the brand takes months, if not years, and a lot of $$$$ </li></ul><ul><li>Remember, this is about perceptions… not our personal truth </li></ul><ul><li>Your brand can be destroyed in seconds (particularly true on-line) </li></ul>
  4. 4. Where to start? <ul><li>Better question: Is it too late? </li></ul><ul><ul><li>Short Answer: It depends! </li></ul></ul><ul><ul><ul><li>i.e., sometimes yes… sometimes no. </li></ul></ul></ul><ul><ul><ul><li>In most cases there is time to change beliefs and attitudes </li></ul></ul></ul><ul><li>Damage control begins with a decision to change </li></ul><ul><li>Specific place to start – YOU! </li></ul>
  5. 5. What to Track? <ul><li>Everything related to: </li></ul><ul><ul><li>Company/product names (brand) & their variations </li></ul></ul><ul><ul><ul><li>Names of key employees (this includes YOU!) </li></ul></ul></ul><ul><ul><ul><li>All applicable product or service names </li></ul></ul></ul><ul><li>Information related to your competition: </li></ul><ul><ul><li>Variation of company/product names </li></ul></ul><ul><ul><li>Names of key employees </li></ul></ul><ul><ul><li>All applicable product or service names </li></ul></ul><ul><li>Information related to your industry: </li></ul><ul><ul><li> (good resource) </li></ul></ul><ul><ul><li>Applicable trade publications </li></ul></ul>
  6. 6. Where & How to monitor <ul><li>Ask your customers </li></ul><ul><li>Google Alerts </li></ul><ul><li>Yahoo Alerts </li></ul><ul><li>Your competitors </li></ul><ul><li>Surveys (Customer service type) </li></ul><ul><li>Social Media via tags: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  7. 7. Next Step… ACTION! <ul><li>Research </li></ul><ul><ul><li>Look at yourself – what are your actions and performance like? Do you have less than sterling performance? </li></ul></ul><ul><ul><li>Investigate “facts” internally before taking action – is this a competitor spreading a rumor </li></ul></ul><ul><li>Always take the high-ground (Sun Tzu, The Art of War ) </li></ul><ul><li>Be Honest </li></ul><ul><li>Explain what you have done to rectify any issue </li></ul>
  8. 8. Next Step… ACTION! <ul><li>Offer to resolve any complaints personally – have a senior-level staff member make the offer – try to continue the discussion online, over the phone, in person. </li></ul><ul><li>Rally friends, clients, peers and utilize your allies (this too is based on The Art of War) </li></ul><ul><li>Don’t create new “personas” to support your position in blogs, forums and message boards – YOU WILL GET CAUGHT! (Ex.: CEO of Whole Foods) </li></ul><ul><li>Task someone (typically you) with joining and monitoring applicable forums, user groups, customer relations (physical), social networks, etc. </li></ul>
  9. 9. Next Step… ACTION! <ul><li>Consistently and persistently build your positive reputation </li></ul><ul><li>Considering sponsoring the most influential forums (less likely to see sustained criticism if you are a sponsor/supporter) </li></ul><ul><li>Build alliances/partnership with most vocal members </li></ul><ul><li>In the “real world” PERFORM as if your career – your life – depends on it… IT DOES! </li></ul>