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Edwardsville-Glen Carbon Chamber Presentation, 4-27-10
The document discusses reputation management and the importance of building trust between an organization and its stakeholders. It emphasizes engaging in direct two-way communication using social media and web content to develop relationships. Key aspects of an effective online presence include findability through search and social media, usability through a clear user experience, and personality by communicating an organization's spirit through engaging content tailored for different audiences.
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Edwardsville-Glen Carbon Chamber Presentation, 4-27-10
- 1. Reputation ManagementEarning andProtecting the Trust Between You and Your Publics
- 2. Reputation Management is…Buildingauthentictrust between your organization and the people that matter most to you.
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- 4. Today’s Relationship DriversSatisfactionwith experiencesConsistencyTrustCommitment (personal)Transparency (honesty)Sources: Terry Flynn, Ph.D., McMaster University, DeGroote School of Business David Armano, darmano.typepad.com
- 5. The New Rulesof Marketing & PRPR is for more than just mainstream media audiencesPR is not just about seeing your organization on TV; it’s about seeing you on the WebIt’s about helping people move through the decision-making process with great online contentIt’s authenticity, not spinIt’s participation, not propagandaIt’s direct communication at the moment and in the way your audience prefers, not one-way interruption — Adapted from The New Rules of Marketing & PR
- 6. The Link BetweenBrand and ReputationBrand PromiseDefines the experience your customers should have with youAligns your business operations with the customer’s experienceDefines and protects your reputationReputation = Current perceptions of an organizationA variable based on experiences, news, events, actions
- 7. Reputation ManagementReliable, PredictableExperienceWhen the experience doesn’t match the promise, reputation declinesReputationIndexUnreliable, Unpredictable ExperienceSource: Standing Partnership
- 9. Communicating in the21st CenturyConsiderations:A competitive, global marketplace24/7 media environmentConsumer-centricExpectation of governance/responsibilityChallenges:Providing context, perspectiveDemonstrating our competitive advantageConsistent message and experience
- 10. The Mass MediaModelEdited and controlled content broadcast to mass audiences EmailPRWebsiteAdvertisingPrint Adapted From: Mike Arauz, Thoughts on New Media and Assorted Links
- 11. The Social MediaModelIdeas shared, adapted, changed and shared again, and again, and …Source: Mike Arauz, Thoughts on New Media and Assorted Links
- 12. Social Media Continuumof ToolsSyndicate, Search, AggregatePublishConnectCollaborateRank, Tag, Comment, BookmarkMeasure
- 13. Amazon.com as asocial networking site? But it’s just shopping…Thriving communitiesCustomer reviews
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- 17. First review writtenin 2007 on publication day
- 18. User profile andreview read by 100,000+
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- 20. Fellow users canrate reviews higher
- 21. Link to profileand read other reviews
- 22. Not bad forthe reviewer’s personal brand!Source: David Meerman Scott, www.WebInkNow.com
- 23. Social Media Marketing:SimplifiedYou can buy attention (advertising)You can beg for attention from the media (PR)You can bug people one at a time to get attention (sales)Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.Source: David Meerman Scott, www.WebInkNow.com
- 24. Engagement Scores ofTop 100 Global BrandsSource: www.ENGAGEMENTdb.com
- 25. Demographics5% of usersaccounted for 75% of all activityDemographics2009: nearly 72 million users in US
- 26. 5% of usersaccounted for 75% of all activity
- 27. 28.2% of users:35 – 54 year olds
- 28. 25.2%: 25 –34 year olds
- 29. 25.1%: 18 –24 year olds
- 30. 55 and overhas grown from 950,000 to 5.9 million in six monthsSources:
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- 32. Using Social Mediato Build Reputation Internal collaborationDirect conversationsRelationship building Thought leadershipInstant feedbackCommunitySEO (search engine optimization)
- 33. Engagement Best PracticesDeputizepeople throughout the organization
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- 36. Engaging with peoplewould come naturallySource: www.ENGAGEMENTdb.com
Editor's Notes
- #28 FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend! PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- #29 FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend! PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- #30 FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend! PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- #31 FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend! PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- #32 FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend! PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- #33 FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend! PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- #35 Bots:Meta tags/data – title, keyword and description tagsContent with keyword density for search terms relevant to the pageHuman readabilityHyperlinks to relevant content within your site (a/k/a “cross links”)Hyperlinks from outside websites linking in to your site with specific keywords“Fresh” and updated contentContent for HumansWIFM – Rule #1Personalization – which means you give them their choice of infoPeople they can connect with – images, video, audioStories of other students who have done it before and succeededReal answers to their actual questionsFuture job outlook and opportunitiesData to substantiate your informationSocial proof (we’ll get to that later)Messaging:Sound hokey? Not really. Content is words on a page. Messaging is more than the words you write…It is your promise to the students and parentsIt is the logic-based value you can provideIt is the emotions are you creating to “connect” with your prospective studentsIt is your opportunity to tell stories and share ideas rather than talk AT your future studentsYour willingness to listen is important; invite participation where appropriate
- #36 Content for HumansWIFM – Rule #1Personalization – which means you give them their choice of infoPeople they can connect with – images, video, audioStories of other students who have done it before and succeededReal answers to their actual questionsFuture job outlook and opportunitiesData to substantiate your informationSocial proof (we’ll get to that later)
- #37 Messaging:Sound hokey? Not really. Content is words on a page. Messaging is more than the words you write…It is your promise to the students and parentsIt is the logic-based value you can provideIt is the emotions are you creating to “connect” with your prospective studentsIt is your opportunity to tell stories and share ideas rather than talk AT your future studentsYour willingness to listen is important; invite participation where appropriate