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Managing Reputation in B2B

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B2B Marketing Forum
B2B Marketing Forum

Paul Charles about the ins & outs of reputation management and crisis communication, emphasizing the importance of social media in B2B. About LinkedIn, Blogs, Twitter.

Business
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Who do you think you are? Managing reputation
Paul Charles COO
The landscape has changed… ,[object Object],[object Object],[object Object],[object Object]
Speed kills truth Twitterers Bloggers Journalists Accountants Lawyers Historians Truth Media is less concerned with fact, more with a ‘good’ story eg the fall of Arthur Andersen, climate change, WMD, etc Speed
Visual Video Animation Photos Infographics Advertising Social marketing Brochures Monitoring Brandwatch Meltwater Buzz Chatterscope.com Sources SlideShare Qwiki Wikipedia Online Landing pages E-mailers Blogs Virals Apps E-Books Events Sponsorship Speaker programme Social networking #trends Bookmarking Message PR News Story Feature Analysis Comments In Depth
Against objectives Where it’s relevant To inform decisions What is reputation management? Listen Talk Engage Measure BRANDS What are people saying Where are they saying it? Who are they saying it to? Join in with conversations Respond to questions Share information Build relationships Make it online & f2f Ask questions
B2B marketing today ,[object Object],[object Object],[object Object],[object Object],STRATEGY ,[object Object],[object Object],[object Object],[object Object],CONTENT ,[object Object],[object Object],[object Object],[object Object],OPTIMIZATION ,[object Object],[object Object],[object Object],[object Object],ANALYSIS
Recent cases ,[object Object],[object Object],[object Object],[object Object]
When a crisis calls ,[object Object],[object Object],[object Object],[object Object]
When a crisis calls ,[object Object],[object Object],[object Object],[object Object]
Audience Question 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Audience Question 2 ,[object Object],[object Object],[object Object],[object Object],[object Object],SMS: VOTE <space> A , B of C to 4411
Top 5 tips ,[object Object],[object Object],[object Object],[object Object],[object Object]
Any questions?
 

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Managing Reputation in B2B

  • 1. Who do you think you are? Managing reputation
  • 3.
  • 4. Speed kills truth Twitterers Bloggers Journalists Accountants Lawyers Historians Truth Media is less concerned with fact, more with a ‘good’ story eg the fall of Arthur Andersen, climate change, WMD, etc Speed
  • 5. Visual Video Animation Photos Infographics Advertising Social marketing Brochures Monitoring Brandwatch Meltwater Buzz Chatterscope.com Sources SlideShare Qwiki Wikipedia Online Landing pages E-mailers Blogs Virals Apps E-Books Events Sponsorship Speaker programme Social networking #trends Bookmarking Message PR News Story Feature Analysis Comments In Depth
  • 6. Against objectives Where it’s relevant To inform decisions What is reputation management? Listen Talk Engage Measure BRANDS What are people saying Where are they saying it? Who are they saying it to? Join in with conversations Respond to questions Share information Build relationships Make it online & f2f Ask questions
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  • 15.