Social Media & Reputation Management: The Why and The HowDaniel Riveong
Presented at Social Media Marketing Summit in San Francisco, this presentation present approach to actual reporting on understand a Social Media Reputation Management campaign.
https://genm.co
This presentation gives a brief facts and overview of why your brand/business should use social media marketing and why it is valuable and important for marketers.
Mr. Rajesh Natrajan is an experienced marketer and digital strategist with over 10 years of
experience in the digital marketing space. He has a vast knowledge of the social media
marketing space and is an expert in leveraging the power of social media to drive business
growth. Here is his presentation which he made on the day of the Vanakkam Digital Meetup - Tircy 2023
Social Media & Reputation Management: The Why and The HowDaniel Riveong
Presented at Social Media Marketing Summit in San Francisco, this presentation present approach to actual reporting on understand a Social Media Reputation Management campaign.
https://genm.co
This presentation gives a brief facts and overview of why your brand/business should use social media marketing and why it is valuable and important for marketers.
Mr. Rajesh Natrajan is an experienced marketer and digital strategist with over 10 years of
experience in the digital marketing space. He has a vast knowledge of the social media
marketing space and is an expert in leveraging the power of social media to drive business
growth. Here is his presentation which he made on the day of the Vanakkam Digital Meetup - Tircy 2023
This presentation provides a unique view of crisis communications principles. It is based on the author's many years of experience in PR and corporate communications.
Markitors aggregates the top social media audit tools to evaluate your social media marketing performance. Here is a social media audit example. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/social-media-audit/
For businesses of all sizes, social media marketing is a great method to reach out to prospects and consumers. This presentation provides an overview of social media marketing.
How to deal with the media after a failure. Guidelines for development of a crisis management program with details for everyone in the company to understand the importance and value of the plan.
Crisis Communication Simulation Exercise [Freberg]Karen Freberg
This was the crisis simulation exercise I provided instead of a midterm for my graduate crisis communications class [#FrebergGrads] at the University of Louisville.
From a presentation given by MWI CEO Josh Steimle to the American Chamber of Commerce on July 9th, 2014.
Learn what digital public relations is, and how you can use it to grow your business.
Online Reputation Management. The most effective way of clearing off persistent negative online stories and posts by completely drowning out any unwanted, undesirable, or reputation-damaging news stories so that a strong and favorable public perception is maintained on the Internet.
Social media & its role in marketing - Grape5Grape5
The explosion of social media websites and its growing importance in marketing communications have given birth to the practice of social media marketing. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A brand’s corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.
https://www.facebook.com/Grape5x
https://twitter.com/grape5x
http://pinterest.com/grape5x/
http://www.linkedin.com/company/grape5
http://www.youtube.com/user/grape5x
https://plus.google.com/u/0/115341805701046088873/posts
Gathering all digital marketing tools divided into
1. By digital marketing funnels
2. By digital services & solutions and
3. By marketing objective or purpose
SMM Stands for social media marketing. It means marketing through the internet that
involves sharing content and involves creating on social media networks in order to gets your marketing and branding goals. It is a powerful way for business success.
This presentation is given on the 6th of July 2010 at de Haagse Hogeschool to students of International Communication Management.
The topics which are being discussed are Interactive PR & Corporate Reputation Management from the Social Media perspective and my view.
This presentation provides a unique view of crisis communications principles. It is based on the author's many years of experience in PR and corporate communications.
Markitors aggregates the top social media audit tools to evaluate your social media marketing performance. Here is a social media audit example. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/social-media-audit/
For businesses of all sizes, social media marketing is a great method to reach out to prospects and consumers. This presentation provides an overview of social media marketing.
How to deal with the media after a failure. Guidelines for development of a crisis management program with details for everyone in the company to understand the importance and value of the plan.
Crisis Communication Simulation Exercise [Freberg]Karen Freberg
This was the crisis simulation exercise I provided instead of a midterm for my graduate crisis communications class [#FrebergGrads] at the University of Louisville.
From a presentation given by MWI CEO Josh Steimle to the American Chamber of Commerce on July 9th, 2014.
Learn what digital public relations is, and how you can use it to grow your business.
Online Reputation Management. The most effective way of clearing off persistent negative online stories and posts by completely drowning out any unwanted, undesirable, or reputation-damaging news stories so that a strong and favorable public perception is maintained on the Internet.
Social media & its role in marketing - Grape5Grape5
The explosion of social media websites and its growing importance in marketing communications have given birth to the practice of social media marketing. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A brand’s corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.
https://www.facebook.com/Grape5x
https://twitter.com/grape5x
http://pinterest.com/grape5x/
http://www.linkedin.com/company/grape5
http://www.youtube.com/user/grape5x
https://plus.google.com/u/0/115341805701046088873/posts
Gathering all digital marketing tools divided into
1. By digital marketing funnels
2. By digital services & solutions and
3. By marketing objective or purpose
SMM Stands for social media marketing. It means marketing through the internet that
involves sharing content and involves creating on social media networks in order to gets your marketing and branding goals. It is a powerful way for business success.
This presentation is given on the 6th of July 2010 at de Haagse Hogeschool to students of International Communication Management.
The topics which are being discussed are Interactive PR & Corporate Reputation Management from the Social Media perspective and my view.
The difference between PR and advertising. Helping students decide.edward boches
A simplistic overview of the difference between PR and advertising and the ways in which the two are actually bleeding into each other's territory. Presentation for freshman and sophomores at BU's College of Communication.
Integrated Marketing Communications has blurred the lines between marketing, advertising and public relations.
This presentations identifies the roles of each, as well as, the differences between each aspect of a marketing strategy.
10 Differences Between Advertising and Public RelationsJett Baynes
If you're searching for a career or trying to promote your company, you may have questions about advertising vs. public relations. These two industries are very different even though they're commonly confused as being one and the same. The following ten properties just scratch the surface of the many differences between advertising and public relations.
SMARTERS Open Social Media Marketing Workshop - Introducere în Promovarea pe ...SMARTERS România
Această prezentare despre Social Media Marketing și în special promovarea pe Facebook a fost susținută în cadrul unui workshop deschis.
Acoperă aspecte precum:
- Cum funcționează algoritmul Facebook;
- Rolul social media marketing în strategia de marketing;
- De ce nu ne vede lumea postările pe Facebook;
- Cum facem oamenii să interacționeze cu postările noastre;
- Cât costă de fapt promovarea pe Facebook;
Mai multe resurse pe aceeași temă pe blogul nostru http://smarters.ro/grow/ sau vezi oferta noastră pentru serviciul de social media marketing https://smarters.ro/servicii/social-media-marketing/
How do you measure the impact of your social media campaign? Kelsey Ruger's presentation on some of the things that you can track and measure in a social media campaign. From the Pop Labs SEM Workshop.
Branding in the new era has shifted to more engagement orientated due to the advent of Web 2.0 and Social Media.The presentation aims at how, where and when aspects of it...
Social Media Optimization: An Easy Guide to Marketing and Distributing Your C...Rohit Bhargava
A presentation originally created in 2006, and updated in 2014 with 8 NEW SLIDES and tips on how to promote, market and distribute your content marketing online.
Writeup: http://zygote.egg-co.com/social-media-roi/
A presentation on social media ROI. I tend to be quite visual with my presentations so you won't get a lot of the wordy content unless you're there listening to me! But anyway, it's roughly split into 3 parts:
1) Identifying why ROI from social media is difficult to measure.
2) Thinking about how to define new success metrics that make sense for your business.
3) Real-world campaigns and how you could measure their success.
Social Media-Palooza (Part II), by LeapFrog InteractiveLEAP
As an addendum to Part I, we take lessons learned and apply them to real-world business initiatives using social media. Learn if your company or organization is a prime candidate for Social Media Marketing and what steps to take when beginning a campaign.
Presentation compiled and presented by Michael Wunsch, VP of Client Services, and Emily Van Winkle.
Cornerstone Social Media Seminar May 10th, 2012 featuring Bernie Borgesthoward458
This slide deck is from a seminar hosted by CornerStone Title for the Bradenton and Sarasota real estate community.
The seminar was entitled "Social Media: How to Build Your Business Through Your Personal Brand" and was presented by Bernie Borges, CEO of Find and Convert and author of Marketing 2.0.
The seminar focused on the variety of social media platforms available to real estate professionals and the importance of "content" and "personal brand".
Social Media Marketing Intro for Symantec PartnersSymantec
Social channels are seeing their user base grow every minute. With over 500 million daily active users on Facebook, 250 million monthly active users on twitter and 300 million users on LinkedIn businesses can longer ignore social.
Join Charlie Treadwell, Director Social Marketing at Symantec and learn:
- How to get started on Twitter, Facebook, LinkedIn and SlideShare
- Best practices on how to create content that engages with your customers
- Metrics to track your efforts on social
Social media strategy and planning waukesha county business allianceWendy Soucie
Wendy Soucie, certified social media strategist, www.wendysoucie.com, presented to the Waukesha County Business Alliance on strategy and planning social media engagements. The examples included B2B, B2C, B2W, Non Profit and small business.
Rob Garner, Search Marketing Now: Real time marketing on the socially connect...Rob Garner
Rob Garner's presentation for Search Engine Land's "Search Marketing Now" webinar series, cover the recent innovations in social networks, search engines, and the speed of information dissemination, and the impact on marketing. Features basics on real time search and real time marketing, including recency, social relevancy, content propagation, social effects on search, and more.
Are you busy or indispensible? Meaningful communications strategies in the di...Lars Voedisch
(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;
Determining the business value of social media PR and how to persuade management buy-in;
Creating impact: Are you busy or indispensible for your company?;
The future of PR: Current trends and challenges PR practitioners should be aware of
Google Deck on Digital Wellbeing 'A Call to Minimize Distraction and Respect ...Paul Marsden
The original 2013 Google Deck that evolved into Google's Digital Wellbeing initiative in 2018 (including Android 9 (Pie)) by Tristan Harris - who went on to lead humanetech.com.
Great technology should improve life, not distract from it
Uberfy or Die! - This is what the future of insurance looks like...Paul Marsden
A short presentation presenting a disruptive insurance concept built on the on-demand Uber model. Presented at Accenture sponsored Innovation & Disruption 2016 event London
A vision for the future of advertising - from IAB Engage, making the case that no amount of introspective naval gazing or technology will mend the two fundamentally broken relationships in advertising - brand-audience relationship and agency-client relationships. Instead of self-absorbed internal introspection, the advertising industry need to look outside its and learn from the big success stories in digital disruption. Specifically, we can learn three key lessons about the future of advertising from the rise of Uber and it's on-demand mobile service.
A short presentation on how the luxury sector is using social commerce - selling with social media - to drive sales for premium brands, but without discounts and deals and whilst retaining and image of exclusivity
Social Commerce: The Case for User ReviewsPaul Marsden
Social Commerce - The Case for user Reviews - The facts on how user ratings and reviews increase traffic, improve conversion, enhance order value and reduce returns
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
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What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
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5. How can I help make today better for you?
5
About You
What interests you about this course?
What experience do you have already?
What do you want to take away?
6. What we’ll cover today....
6
• Understanding the mechanisms through which content and search define your
organisation’s reputation
• Designing monitoring systems to deliver intelligence about your reputation in social
media
• Influencing what Google says about you including the science of Search Engine
Optimisation (SEO)
• Creating engaging Web content designed to catch the attention of Google,
including online news releases
• Design a content strategy for your organisation
Reputation management with social media
‘JET’ approach: Just Enough Technology
7. Online reputation management:
What are you already doing?
7
1. Increasing visibility of company-
published materials in search engines
to push down negative content
2. Publishing original positive content
online, to outperform negative results
in a search
3. Actively managing entries on
Wikipedia, the world’s encyclopedia
4. Submitting news stories to
authoritative websites in order to
promote presence and supress
negative content
5. Organising, as required, legal take-
down ‘cease-and-desist’ requests for
libelous content
6. Working to achieve mentions of the
organisation in third-party sites that
rank highly in Google
7. “Astroturfing” third-party websites to
engineer and place positive comments
or lash out against negative ones*
8. Proactively offering free products and
services to prominent commentators
and reviewers
9. Proactively responding to public
criticism stemming from recent
changes
10.Using social media as a channel for
reputation-building service delivery
* Controversial
9. 9
Reputation: (n) 1. The beliefs or opinions that
are generally held about someone or
something. 2 A widespread belief that
someone or something has a particular
characteristic
Oxford English Dictionary
10. 10
Reputation: (n) Collective representation of
multiple constituencies images of a company
built up over time
Business Definition
Argenti, P., and J. Forman (2002). The power of corporate communications: Crafting the voice and image of your business, McGraw-Hill, New York
11. 11
IMAGEIDENTITY vs
what you say about yourself
‘self presentation’
what others say about you
‘collective representation’
Reputation Management
12. Business case for reputation management: Reputation
leaders grow 2x as fast as competitors
12
13. On a 10 point reputation scale, 1 point difference is worth
$500m for large corporations
13
Black, E., T. Carnes, and V. Richardson (2000). ‘The market value of corporate reputation,’ Corporate Reputation Review, 3(1), 31-42.
$500m
14. Importance of reputation to senior management
14
0%
25%
50%
75%
100%
94%
90%
89%
86%
86%
83%
76%
71%
US
Canada
UK
Belgium
France
Italy
Netherlands
Germany
Kitchen, P. J., and A. Laurence (2003). ‘Corporate reputation: an eight-country analysis,’ Corporate Reputation Review, 6(2), 103-117.
% senior managers rating company reputation as ‘very important’ in achieving
corporate objectives
15. Reputation management simply defined
15
Reputation management is the practice of
understanding and influencing an individual's or
organisation’s reputation
http://en.wikipedia.org/wiki/Reputation_management
16. Online reputation management simply defined
16
Online reputation management is the practice
of understanding and influencing an individual's
or organisation’s reputation using online tools
17. Online reputation management basics:
Can reputation really be managed?
17
“Attempting to manage one’s reputation might
be likened to trying to manage one’s own
popularity (a rather awkward, superficial and
potentially self-defeating endeavour).”
Hutton, J. G., M. B. Goodman, J. B. Alexander, and C. M. Genest (2001). ‘Reputation management: The new face of corporate public relations,’ Public Relations Review, 27, 249
18. Reputation management basics:
What doesn’t work...
18
social
responsibility
reputation
$
industry
relations
reputation
$
corporate
advertising
reputation
$
Hutton, J. G., M. B. Goodman, J. B. Alexander, and C. M. Genest (2001). ‘Reputation management: The new face of corporate public relations,’ Public Relations Review, 27, 249
23. Reputation Management Basics:
What works 1: Expectation-beating experiences
23
80% of variation in reputation is accounted for by
the degree experience beats expectations
Weber Shandwick Research 2009
“Be obsessed with your product or service: Nothing
comes close to superior product quality in
influencing the way people feel about your
organisation.”
Hutton, J. G., M. B. Goodman, J. B. Alexander, and C. M. Genest (2001). ‘Reputation management: The new face of corporate public relations,’ Public Relations Review, 27, 249
24. Online reputation management basics:
Delivering digital value with digital services
24
Reputation Management = Experience Management
30. Online reputation management basics:
What works 2...Managing visibility
30
Google loves social media
Social media: Any online media that supports
social interaction and user contributions
31. Online reputation management basics:
What works 2...Managing visibility
31
everything
(website archive)
video
(YouTube)
links/images
(Twitter)
documents
(Slideshare)
facts
(Wikipedia)
Uploading company-published material
Ads, reports, annual reports, guides...
34. Reputation management basics:
Reputation monitoring: “Would you recommend us...?”
34
0 1 2 3 4 5 6 7 8 9 10
If a friend or colleague was looking for a _______, how likely would
you be to recommend us?
...Extremely likelyNot at all likely...
* For employees, how likely would you be to recommend us as a place to work to a friend?
36. Discussion point
36
What to Monitor
• Organisation name
• Trademarks
• Key personnel
• Sector issues
• Key competitors / partners
Discussion Point
Identify top 10 Google Alerts for your
organisation and explain why you chose
them...
37. Summary
37
• Your ‘reputation’ is what other people think and say about you; a collective
representation of multiple constituencies images of a company built up over time
• Your reputation matters to your orgnaisation’s success; those with the strongest
reputation grow twice as fast as the competitor average
• Online reputation management is the practice of understanding and influencing an
individual's or organisation’s reputation
• Reputations cannot be manufactured; they are largely an effect of the quality of
experience you deliver
• Three solutions for online reputation management, delivering reputation-building
services online, managing visibility, fast and helpful crisis communications
• Reputation can be simply monitored using ‘propensity to recommend’ (NPS) using
software, including Google Alerts
40. Social media is realtime media ideal for crisis situations
when people need clear information fast
40
41. Reputational damage often comes not from the crisis itself
but inadequate provision of timely and helpful information
41
42. Reputational damage often comes not from the crisis itself
but inadequate provision of timely and helpful information
42
Reputational damage can be limited during a
crisis by using social media to provide a useful
and timely information service
43. Discussion point
43
Discussion Point
Can you think of a possible crisis scenario during
which it would be helpful to provide a realtime
information service online to help those
concerned?
47. Three key tools
47
Wordpress ‘blog’ as communication hub
Twitter feed for quick updates YouTube channel for executive interviews
48. Four point plan
48
1. Manage Issues 2. Plan & Prevent
3. Crisis Response 4. Post-Crisis Response
49. 49
Issues management with social media
1. Assign resources – human, economic and technological – to online issues
management. Consider whether an external agency or service can be of help
2. Draw up a list of potential issues and risks faced by your organisation and prioritise
focus based on probability of occurrence x potential impact
3. Establish an efficient online monitoring alert system; set up alerts for key issues,
and key issues with your organisation mentioned
4. Map online influencers using Google searches (web, blog, news) and Twitter
search to identify key influencers (journalists, bloggers, forum hosts, activists)
around sector issues
5. Consider starting a corporate blog to discuss issues in the spirit of honesty and
trasparency, and engage with online influencers by commenting on their content
6. Draw up online communication guidelines for staff, who can publish what, when
and how online
7. Train the team on communicating online (realtime, human, transparent, multimedia)
50. 50
Issues management with social media
Assess the
message
Evaluate the
purpose
Do you want
to respond
Take reasonable
action to fix issue
and let customer
know action taken
No response
Unhappy
customer?
Are the facts
correct?
Dedicated
complainer?
Comedian
want-to-be?
Are the facts
correct?
Is the problem
being fixed?
Does customer
need/deserve
more info?
Gently correct the
facts
Explain what is
being done to
correct the issue
Let content stand
and monitor
Thank the
person
Respond in
kind and share
Can you add
value?
NoYes
No
NegativePositive
Yes
No
No
Yes
Yes
NoYes
No
No
Yes
Third Party Content
If, when and how to respond to
negative content online...
Adapted from the US Army
51. 51
Planning and prevention with social media
1. Consider developing your crisis manual online: it is easier to update and maintain
than hard-copy, and it offers the possibility to include links to multiple sources of
information and databases
2. Put together 24/7 rapid response crisis communications team, share contact info.,
assign responsibilities; overall, internal communication, external communication
3. Decide who will be able to publish what, where and how during a crisis, and get
sign-off
4. Create hidden or ‘dark’ blog on your website to be used in case of a crisis, and
get sign-off for Google advertising to promote it if it goes live
5. Register top negative domain names CompanyNameSucks.com,
CompanyNameFail.com, SueCompanyName.com, CompanyNameDisaster.com
6. Evaluate in-house capabilities to develop graphic, video, and audio files that could
be quickly distributed online - partner with a third party if necessary
7. Test the plan: Scramble your rapid response communications team out of hours at
least once a year and run an extending training scenario
52. 52
Crisis response using social media
1. Scramble your Rapid Response Crisis Communications team, and alert senior
management to the crisis that is unfolding
2. Go public as soon as possible by making your crisis blog live and visible with latest
information, updates and instructions; promote with Google Ads
• Place obvious link to your crisis blog on home page, keep information true,
helpful and brief, explain how you are resolving the situation, respond to
legitimate questions honestly - this is not the time for spin. Acknowledge the
emotional dimension of the situation “We understand/realise this is frustrating,
confusing...” Get CEO to personally address visitors to your crisis blog (post,
video post). Provide links to independant reputable third-party sites covering the
issue. Update crisis blog regularly, at least every hour in acute phase of crisis,
confirming when the next update will come
3. Update staff on the situation, and on any changes to traditional and online
communications during the crisis
4. Reach out to key online contacts (bloggers, journalists, page/forum moderators)
by email and text with a personal message and a latest update, pointing them to
your crisis blog
53. 53
Post-crisis response using social media
1. Continue monitoring mentions of the event through online media monitoring,
during the months – and even years – to come
2. Thank those who helped the organisation during the crisis on your blog, Twitter
feed and YouTube channel. And thank your custemers for their loyalty
3. Update the orgnaisation’s online properties appropriately, editing or updating any
legacy content
4. Conduct an audit of what happened and how the organisation responded, so that
the crisis plan and can be properly adapted.
5. Pay particular attention to monitoring your reputational health (e.g. NPS) post-crisis
57. "Google is not a search engine. Google is a reputation-
management system...” Clive Thompson - Wired
57
58. Online reputation management basics:
What works 2...Managing visibility
58
All you need to know about SEO
Google loves...
...social media
...inbound links
...fresh content
...stuff people search for
Free software automatically optimises your
content for Google (All-in-one-SEO)
59. 59
You can’t stop Google reporting negative content, but you
can influence where it reports it...
1 2 3 4 5 6 7 8 9 10 Next
60. 1. Increase visibility of company-published materials in
search engines to push down negative content
60
everything
(website archive)
video
(YouTube)
links/images
(Twitter)
documents
(Slideshare)
facts
(Wikipedia)
Uploading company-published material
Ads, reports, annual reports, guides...
61. 2. Publishing original and compelling positive content
online, to outperform negative results in a search
61
Themed Content Hub (e.g. Blog on Industry Trends & Issues)
Reports, Guides,
Ebooks
Links, Images
Interviews,
Events, Shows
62. Discussion point
62
Discussion Point
Can you think of two themes for themed blogs you
could run that would interest key stakeholders?
What text, video, and image content could you
offer?
63. 2. Publishing original positive content online, to
outperform negative results in a search
63
Thought Leadership Blog on Industry Trends & Issues
• Pick a relevent topic that people find interesting/search for (Google Traffic Estimator)
• Focus, focus, focus - choose a theme and stick with it
• Adopt a human, personable style
• Don’t simply offer facts, offer an interpretation/point of view
• Make sure what you share is worth sharing
• Use words and language people use to search (Google auto-complete/Adwords)
• Lead with the headline - draw people in
• Use snappy section titles
• Keep content bite-sized (500 words max/2 min video)
• For SEO (search engine optimisation) use an automatic plugin (e.g. All-in-one-SEO)
• Keep sentences and paragraphs short
• Use images and video (hosted externally on YouTube)
• Avoid Flash (Google can’t read it)
Google-friendly and human-friendly content creation
65. 3. Actively managing entries on Wikipedia, the world’s
encyclopedia
65
Wikipedia management guidelines
1 Register an account
2 Learn the five pillars
I Wikipedia is an encyclopedia
II Wikipedia is written from a neutral point of view
III Wikipedia is free content than anyone can edit, use, modify and IV distribute
V Editior should interest with each other in a respectful and civil manner
3 Be bold, but not reckless
4 Know your audience
5 Do not infringe copyright
6 Cite, cite, cite
7 Avoid shameless self-promotion
8 Share your expertise, but don't argue from authority
9 Write neutrally and with due weight
66. 4. Submitting news stories to authoritative websites in
order to promote presence and supress negative content
66
67. 5. Organising, as required, legal take-down ‘cease-and-
desist’ requests for libelous content
67
68. 6. Working to achieve mentions of the organisation in
third-party sites that rank highly in Google
68
Guest Posts
Interviews
Special Reports
‘Exclusives’
Ads for Coverage
Invitations
Lunch ‘Briefings’
77. Which box will Tim open to play with the bricks?
77
Ben Tim
78. Congratulations, you passed the TOM intelligence test!
78
2. You are more than 5 years old
1. You are not a Zombie! (consciousness)
3. You are ‘socially intelligent’!
79. Social intelligence
79
“A wise man learns from the experience of
others, a fool by his own”
Ψ Social Intelligence: Ability to understand and learn from each other and profit from social situations
80. Q: How can we build reputation with social media?
A: By helping people use their social intelligence
80
Social-as-a-Service
102. Summary: Social as a Service
102
Real Reputation Management with Social Media
1. Help people use their social intelligence
2. Help people make recommendations
3. Deliver helpful services worth recommending
103. Summary: Social as a Service
103
Real Reputation Management with Social Media
1. Help people use their social intelligence
2. Help people make recommendations
3. Deliver helpful services worth recommending
“Our reputation
mangement
strategy is
simple; it’s
happy clients
talking”
104. Summary: 10 ways to build reputation by helping people
with social media powered services...
104
1. Put stars everywhere
2. Own a star system
3. Be a star system
4. Take a bite out of Apple
5. Make everything sharable
6. Host a hub
7. Reward referrals
8. Realign marketing
9. Tango with Tuangou
10. Don’t tell Stories, Be the Story
106. Three things...
106
• Manage visibility
• Real-time information service (during crises)
• Social-as-a-Service
Reputation management with social media
107. Your top 3 take-outs from today...
107
• ...
• ...
• ...
Reputation management with social media