Online Reputation Management Etourism forum

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Management of the Reputation Online by Ged Carroll, a growing importance in the anticipation of effective customer engagement - www.etourism-forum.com

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Online Reputation Management Etourism forum

  1. 1. ONLINE REPUTATION MANAGEMENT 18 February 2009 From issues management to Ged Carroll, Head of digital EMEA advocacy – Waggener Edstrom Worldwide
  2. 2. PLEASED TO MEET YOU | 2 | 13 January 2008 | Trainer/s: AN Other, Job title and company
  3. 3. In this presentation My online journey Co-opertition What’s happening online Self-help Accrued view of Cyprus Aggregation of content Reputation management Questions Defensive to offensive Issues management Case study Communities Engagement Build content Facilitating advocacy | 3 | Trainer/s: AN Other, Job title and company
  4. 4. My online journey | 4 | 13 January 2008 | Trainer/s: AN Other, Job title and company
  5. 5. My online journey Google Cyprus Explorer Dopplr Wikipedia Wikitravel Flickr Thomson Holidays | 5 | Trainer/s: AN Other, Job title and company
  6. 6. Accrued view .
  7. 7. Reputation management | 7 | 13 January 2008 | Trainer/s: AN Other, Job title and company
  8. 8. Reputation management Traditionally : Reactive Hierarchical Defensive Media-driven agenda in reaction to a crisis or issue Citizen journalism becoming more prevalent | 8 | 13 January 2008 | Trainer/s: AN Other, Job title and company
  9. 9. Reputation management continued Virgin aftermath: 912 references on Technorati Coverage in all the major national newspapers Front page on Yahoo! UK for two days Source: Technorati But it doesn’t need to be this way | 9 | 13 January 2008 | Trainer/s: AN Other, Job title and company
  10. 10. Positive reputation management Online has changed the rules: Build up goodwill Be proactive in debates EGBA Engage in dialogue Innocent Drinks Facilitate and aggregate From Cyprus Flickr Group advocacy Disintermediate the media JetBlue | 10 | 13 January 2008 | Trainer/s: AN Other, Job title and company
  11. 11. Jet Blue case study Valentines Day 2007: 130,000 customers trapped in bad weather conditions Only 17 of JetBlue's 156 scheduled departures left JFK What JetBlue did Communicated directly with their customers Explained what had gone wrong Explained what they were going to do about it
  12. 12. Communities | 12 | 13 January 2008 | Trainer/s: AN Other, Job title and company
  13. 13. The golden rule “People matter, Objects don’t”. That’s all you need to know about social media. – Hugh MacLeod | 13 | 13 January 2008 | Trainer/s: AN Other, Job title and company
  14. 14. How Listen Is there an existing community? What are they saying? What are their community norms? Respond on a reactive basis to debate Proactive engagement What do we want to achieve? What value do we bring to the community discussion? Who should be the spokesperson? Aggregate and showcase advocate community content to aid discovery | 14 | 13 January 2008 | Trainer/s: AN Other, Job title and company
  15. 15. Build content Great content comes from everyday things Plan the work and work the plan How can you continue a dialogue? What value does your content provide to readers? People tend to trust people like us | 15 | 13 January 2008 | Trainer/s: AN Other, Job title and company
  16. 16. Facilitating advocacy What information can you provide? Is it unique or exclusive? What imagery can you provide? Do you have any video content? | 16 | 13 January 2008 | Trainer/s: AN Other, Job title and company
  17. 17. Final thoughts | 17 | 13 January 2008 | Trainer/s: AN Other, Job title and company
  18. 18. If I could leave you with one word… Co-opertition: coined to describe cooperative competition. Co- opetition occurs when companies work together for parts of their business where they do not believe they have competitive advantage, and where they believe they can share common costs. | 18 | 13 January 2008 | Trainer/s: AN Other, Job title and company
  19. 19. Thanks for your time I hope the presentation was insightful, informative and helpful. renaissancechambara.jp All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2009. | 19 | 13 January 2008 | Trainer/s: AN Other, Job title and company
  20. 20. Bibliography The Cluetrain Manifesto Notre Dame University: Wikinomics website which is Fifteen-minutes of fame: The based on and extends the book Dynamics of Information of the same name by Don Access on The Web (May 13, Tapscott and Anthony D 2005) by Z. Dezso, E Almaas, A Williams Lukacs, B Racz, I Szakadat and Collected papers and essays by A Barabasi danahboyd OECD whitepaper on user- Groundswell by Charlene Li & generated content Josh Bernoff Digital Natives Programme by Berkman Center for Internet & Society at Harvard Law School | 20 | 13 January 2008 | Trainer/s: AN Other, Job title and company

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