Reputation Management at Internet Speed


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Presentation at the Public Relations Institute of Ireland annual conference in Dublin, April 26, 2012. #priiconf12

Original PowerPoint 2010 deck available on request.

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Reputation Management at Internet Speed

  1. 1. #PRIIconf12 @jangles
  2. 2. Reputation Managementat Internet SpeedNeville Hobson, ABCDublin: April 26, 2012 #PRIIconf12 @jangles
  3. 3. @jangles #PRIIconf12 @jangles
  4. 4. Meanings #PRIIconf12 @jangles
  5. 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. 6. Anyone with an opinionand an internet connectioncan influence someone else about the things you careabout, eg, your reputation. #PRIIconf12 @jangles
  7. 7. You cannot control it #PRIIconf12 @jangles
  8. 8. It affects organizations… …and the guilty… #PRIIconf12 @jangles
  9. 9. …the life in the fast laners… #PRIIconf12 @jangles
  10. 10. …the careless… #PRIIconf12 @jangles
  11. 11. …and the innocent #PRIIconf12 @jangles
  12. 12. Crisis and Reputation1. Everything happens at internet speed − What we used to call “lightning speed”2. People demand – and expect – absolute transparency3. How you say it is as important as what you say − The medium is often the message4. Your critics have the same tools as you and your champions #PRIIconf12 @jangles
  13. 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. 14. Remember the good old days? #PRIIconf12 @jangles
  15. 15. #PRIIconf12 @jangles
  16. 16. #PRIIconf12 @jangles
  17. 17. #PRIIconf12 @jangles
  18. 18. @jangles #PRIIconf12
  19. 19. Investing in “Internal SocialReadiness”• 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 #PRIIconf12 @jangles
  20. 20. Investing in “Internal SocialReadiness” #PRIIconf12 @jangles
  21. 21. What You Need to Know1. Know – with 5. Know of issues precision – who the before they become influencers and mainstream opinion-leaders are 6. Know the right2. Know your “share of keywords that drive conversation” vs search “share of voice” 7. Know who to follow3. Know where or friend conversations are 8. Know what content occurring that matter your customers care4. Know how news is about shared and by 9. Know who is whom defining your brand, pro or con #PRIIconf12 @jangles
  22. 22. There Are a Lot of Tools… MonitoringTactical Strategic Listening #PRIIconf12 @jangles
  23. 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. 24. What Can You Do?RightNow? #PRIIconf12 @jangles
  25. 25. Calculate risk1. Recognize change − Society − Behaviours − Your landscape2. Make a deal with your employees to eliminate FUD3. Know who your advocates and detractors are4. Listen #PRIIconf12 @jangles
  26. 26. Start Here #PRIIconf12 @jangles
  27. 27. Worth reading #PRIIconf12 @jangles
  28. 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 original PowerPoint version of this presentation deck is available on request. #PRIIconf12 @jangles