AUT Guest Lecture: Reputation management in a social age


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This is a Keynote presentation I delivered for an AUT guest lecture, on reputation management in a social media age. Using examples of corporate crisis, and daily practice from my career in public relations, I argue that maybe it's time we rethink the word 'crisis'.

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AUT Guest Lecture: Reputation management in a social age

  1. 1. Reputation management in a social media age AUT guest lecturer: Mikela Dennison (MCS)
  2. 2. Hi, nice to meet you The Clarity Business Master of Communications (First Class) bFM, Homebrew, Core, Cassette, PRiNZ, AUT Twitter: @mikelaPR Blog: Shape The Message
  3. 3. Reputation Management 101
  4. 4. "It takes 20 years to build a reputation and 5 minutes to ruin it" Warren Buffett
  5. 5. New technology
  6. 6. Is the definition of 'crisis' changing?
  7. 7. In the beginning... Product recalls Corporate misdeed or greed Financial errors Staff issues Manufacturing practice
  8. 8. What's the situation today?
  9. 9. Reputation in 2014 Consumers trust ads less, and create their own content about brands and products Consumers (you and me) are more connected than ever before: local is global and vice versa Organisations are waking up to two-way communication 'Crises' are more frequent, more intense and more global in their reach
  10. 10. These days a crisis can be from a... Photo or video Tweet or article Leaked document Offhand comment Misread of the times Comment taken out of context
  11. 11. One way or two way?
  12. 12. Crises to consider Air New Zealand's Sports Illustrated safety video Fonterra milk products and pipe issues LA Clipper's owner's racism goes viral Lululemon Abercrombie & Fitch
  13. 13. Reputation goes social
  14. 14. Every day role of new tech Hootsuite and issues management Google Alerts for client names, topics, cues Media monitoring for coverage Social media sites Protocols for issues management and escalation Train clients with more than traditional media
  15. 15. Listening tools
  16. 16. Proactive listening Twitter lists and saved streams Blog forums and comment sections Research and focus groups Social media conversations Preempting your issues management and strategic crisis preparations
  17. 17. Responding
  18. 18. It's been said that consumers are 80% less likely to make a product purchase after seeing a negative review online
  19. 19. Client expectations
  20. 20. Tech tools in a crisis Live Twitter Q & A Linking to corporate blog Video response Vocal advocates online Link to commonly asked questions
  21. 21. What are the risks? Hashtags go haywire #oops Popular social users go viral Turning a blind eye or going silent Deleting comments #screenshot Not going to where the crisis started Taking too long to respond or the competition jumps on it
  22. 22. What's ahead?