This document discusses digital reputation management. It notes that reputation is others' perception of a person or company, as opposed to brand which is how one seeks to transmit their values. Managing reputation online requires monitoring, analyzing, and influencing discussions across various social media sites and forums. It is important to be transparent, honest, and address any issues or complaints openly in order to effectively manage one's digital reputation.

1. digital reputation
management
Javier Leiva-Aguilera
London. November 18th
, 2010

2. good reputation,
bad reputation
Audrey
http://www.flickr.com/photos/audreyjm529/
Thomas Bresson
http://www.flickr.com/photos/computerhotline/
javier leiva-aguilera
www.javierleiva.info
www.catorze.com

3. what reputation is not: brand
how can I transmit my values?
first of all, are they authentic?
the goal is to align brand and reputation
javier leiva-aguilera
www.javierleiva.info
www.catorze.com

4. What reputation is
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
others' perception about me
how I see myself? brand to transmit→
how do others see me? reputation→
how I think others are seeing me? distorsion?→

5. why we need to worry about it?
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
because we want to sell
because is our presentation card
because reputation is very infectious
Janice Bovancovich
http://www.flickr.com/photos/nightamazon/

6. what affects our reputation?
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
what we say about us
+
our behavior: integrity
what others say about us

7. to manage or to distort?
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
the importance of transparence
to look honestly you
have to be honest
co-he-rence
Jesús Abizanda
http://www.flickr.com/photos/jesusabizanda/

8. corporative reputation
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
features
it refers to a company, an institution
every company have more than one reputation
we cannot like to everybody

9. corporative reputation
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
aim
it must help to achieve company goals
Werner Vermaak
http://www.flickr.com/photos/changereality/

10. digital reputation strategies
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
who are you? sum of attributes→
which are your skills?
does it fit?
what do you want to achieve?
how can you obtain it?

11. internet vs oldternet
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
news spread fast // slow
everyone can publish // only institutions
need to rush // could take some time

12. purchase decisions
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
convenience
quality of the product
price
consumer opinions

13. three steps in drm
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
1. monitor
2. analyze
3. influence

14. internet: who coordinates?
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
community
manager
Casey Serin
http://www.flickr.com/photos/sercasey/

15. duties
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
to listen
to circulate
to explain
to seek
to find
Xurbie
http://www.flickr.com/photos/xurble/

16. central places...
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
where people are:
at social
media
sites
but not only
Web Treats
http://www.flickr.com/photos/webtreatsetc/

17. possible issues...
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
complaint sites
single angry customer
negative domain names
competitor attacks

18. …and possible solutions
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
say the truth
do not hide
send your side of the history
publish information about the issue at your site
contact of the record
consult a lawyer*

19. javier leiva-aguilera
javierleiva.info / catorze.com
javier@catorze.com
thanks for listening