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Reputation Management at Internet Speed

Neville Hobson
Neville Hobson
Neville HobsonCommunication Leader, Social Media Leader, Consultant, Change Agent, Speaker

Presentation at the Public Relations Institute of Ireland annual conference in Dublin, April 26, 2012. #priiconf12 Original PowerPoint 2010 deck available on request.

Reputation Management at Internet Speed

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#PRIIconf12
   @jangles
Reputation Management
at Internet Speed

Neville Hobson, ABC
Dublin: April 26, 2012
                         #PRIIconf12
                            @jangles
neville@nevillehobson.com
        @jangles
 www.nevillehobson.com
                            #PRIIconf12
                               @jangles
Meanings




           #PRIIconf12
              @jangles
Social Media is…

• Disruptive
 challenging established orders, hierarchies
 and cultures
• About people
 what they do with technology tools
• About change
 connecting with changes in society, the
 marketplace, the workplace
• About calculating risk
 to enable people to confidently engage in the
 new landscape

                                               #PRIIconf12
                                                  @jangles
Anyone with an opinion
and an internet connection
can influence someone else
 about the things you care
about, eg, your reputation.


                              #PRIIconf12
                                 @jangles

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Reputation Management at Internet Speed

  • 1. #PRIIconf12 @jangles
  • 2. Reputation Management at Internet Speed Neville Hobson, ABC Dublin: April 26, 2012 #PRIIconf12 @jangles
  • 3. neville@nevillehobson.com @jangles www.nevillehobson.com #PRIIconf12 @jangles
  • 4. Meanings #PRIIconf12 @jangles
  • 5. Social Media is… • Disruptive challenging established orders, hierarchies and cultures • About people what they do with technology tools • About change connecting with changes in society, the marketplace, the workplace • About calculating risk to enable people to confidently engage in the new landscape #PRIIconf12 @jangles
  • 6. Anyone with an opinion and an internet connection can influence someone else about the things you care about, eg, your reputation. #PRIIconf12 @jangles
  • 7. You cannot control it #PRIIconf12 @jangles
  • 8. It affects organizations… …and the guilty… #PRIIconf12 @jangles
  • 9. …the life in the fast laners… #PRIIconf12 @jangles
  • 10. …the careless… #PRIIconf12 @jangles
  • 11. …and the innocent #PRIIconf12 @jangles
  • 12. Crisis and Reputation 1. Everything happens at internet speed − What we used to call “lightning speed” 2. People demand – and expect – absolute transparency 3. How you say it is as important as what you say − The medium is often the message 4. Your critics have the same tools as you and your champions #PRIIconf12 @jangles
  • 13. Speed is of the essence • Take immediate effective action to stop an issue becoming a crisis − “Issue management” is so much easier than “crisis management” • Look to your communities − Online and offline − Your “nurturing years” will now pay off #PRIIconf12 @jangles
  • 14. Remember the good old days? #PRIIconf12 @jangles
  • 15. #PRIIconf12 @jangles
  • 16. #PRIIconf12 @jangles
  • 18. @jangles #PRIIconf12 http://en.wikipedia.org/wiki/The_Scream
  • 19. Investing in “Internal Social Readiness” • Vision and leadership drive accountability towards business goals • Trained employees reduce potential risk • Increased preparedness for social media crises • A consistent brand experience for customers • Enablement increases ability to scale http://www.web-strategist.com/blog/2011/08/31/report-social-media-crises-on-rise-be-prepared-by-climbing-the-social-business-hierarchy-of-needs/ #PRIIconf12 @jangles
  • 20. Investing in “Internal Social Readiness” http://www.web-strategist.com/blog/2011/08/31/report-social-media-crises-on-rise-be-prepared-by-climbing-the-social-business-hierarchy-of-needs/ #PRIIconf12 @jangles
  • 21. What You Need to Know 1. Know – with 5. Know of issues precision – who the before they become influencers and mainstream opinion-leaders are 6. Know the right 2. Know your “share of keywords that drive conversation” vs search “share of voice” 7. Know who to follow 3. Know where or friend conversations are 8. Know what content occurring that matter your customers care 4. Know how news is about shared and by 9. Know who is whom defining your brand, pro or con #PRIIconf12 @jangles
  • 22. There Are a Lot of Tools… Monitoring Tactical Strategic Listening #PRIIconf12 @jangles
  • 23. Key: Integrated Communication • Social media is not stand-alone or a separate activity • Long-term activity and resource commitment • Integral to your reputation engagement and management mix • Integral to the success of your business #PRIIconf12 @jangles
  • 24. What Can You Do? Right Now? #PRIIconf12 @jangles
  • 25. Calculate risk 1. Recognize change − Society − Behaviours − Your landscape 2. Make a deal with your employees to eliminate FUD 3. Know who your advocates and detractors are 4. Listen #PRIIconf12 @jangles
  • 26. Start Here http://jwsokol.com/scc/tag/listen/ #PRIIconf12 @jangles
  • 27. Worth reading http://www.amazon.co.uk/FAIL-Greatest-Social-Screw-Ups- http://eu.wiley.com/WileyCDA/WileyTitle/productCd-1119963230.html ebook/dp/B007FD0J56/ref=sr_1_1?ie=UTF8&qid=1335275577&sr=8-1 #PRIIconf12 @jangles
  • 28. Thank You This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ The original PowerPoint version of this presentation deck is available on request. #PRIIconf12 @jangles