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Reputation Management and Social Media
This document provides an overview of reputation management and online reputation management. It discusses how reputation is defined as the collective representation of what others say about an organization over time. Reputation is important for organizational success, and those with strong reputations grow faster. The document outlines several strategies for online reputation management, including delivering valuable digital services, managing online visibility through sites like Google and social media, and providing helpful, real-time information during crises. It emphasizes that reputation cannot be manufactured but must be earned through consistently meeting and exceeding customer expectations.
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Reputation Management and Social Media
- 1. 1 Reputation Management & Social Media A no-nonsenseguide to reputation management and social media Dr Paul Marsden Social Psychologist Social Media Strategy http://viralculture.com
- 2. 2 “If you losemoney for the firm I will be understanding. If you lose reputation I will be ruthless.” Warren Buffet
- 3. 3 “It takes 20years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.” Warren Buffet
- 4.
- 5. How can Ihelp 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 covertoday.... 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: Whatare 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
- 8. 8 Your reputation iswhat people say about you when you leave the room...
- 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) Collectiverepresentation 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 yousay about yourself ‘self presentation’ what others say about you ‘collective representation’ Reputation Management
- 12. Business case forreputation management: Reputation leaders grow 2x as fast as competitors 12
- 13. On a 10point 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 reputationto 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 simplydefined 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 managementsimply 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 managementbasics: 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: Whatdoesn’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
- 19. Online reputation managementbasics: What doesn’t work: Valueless social spam 19
- 20. Online reputation managementbasics: What doesn’t work: Online PR stunts 20
- 21. Online reputation managementbasics: What doesn’t work: Online PR stunts 21
- 22. Online reputation managementbasics: What works 1: Expectation-beating experiences 22
- 23. Reputation Management Basics: Whatworks 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 managementbasics: Delivering digital value with digital services 24 Reputation Management = Experience Management
- 25. Online reputation managementbasics: Delivering digital value with digital services 25
- 26. Online reputation managementbasics: Delivering value with digital services 26
- 27. Online reputation managementbasics: What works 2...Managing visibility 27 how do you hide a body?
- 28. Reputation management basics: Whatworks 2...Managing visibility 28 how do you hide a body? Place it on page 2 of Google
- 29. Online reputation managementbasics: What works 2...Managing visibility 29 Google loves social media
- 30. Online reputation managementbasics: 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 managementbasics: 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...
- 32. Online reputation managementbasics: What works 3... Real-time information service (crises) 32
- 33. Reputation management basics: Reputationmonitoring: “Would you recommend us...?” 33 % - % Reputation = “Net Promoter Score”
- 34. Reputation management basics: Reputationmonitoring: “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?
- 35. Reputation management basics: Monitoringreputation online 35 website popup / online survey online sentiment monitoring software reachofmentions Net sentiment (positive - negative mentions) Google Alerts
- 36. Discussion point 36 What toMonitor • 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
- 38.
- 39. 39 Managing reputation onlineduring crises
- 40. Social media isrealtime media ideal for crisis situations when people need clear information fast 40
- 41. Reputational damage oftencomes not from the crisis itself but inadequate provision of timely and helpful information 41
- 42. Reputational damage oftencomes 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 Canyou think of a possible crisis scenario during which it would be helpful to provide a realtime information service online to help those concerned?
- 44. But social mediacan also precipitate reputational crises 44
- 45. But social mediacan also precipitate reputational crises 45
- 46. A realworld JET- Just Enough Technology - solution 46
- 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 withsocial 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 withsocial 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 preventionwith 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 usingsocial 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 usingsocial 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
- 54.
- 55.
- 56. 56 Your reputation iswhat Google says it is...
- 57. "Google is nota search engine. Google is a reputation- management system...” Clive Thompson - Wired 57
- 58. Online reputation managementbasics: 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 stopGoogle 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 visibilityof 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 originaland 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 Canyou 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 originalpositive 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
- 64. 3. Actively managingentries on Wikipedia, the world’s encyclopedia 64
- 65. 3. Actively managingentries 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 newsstories to authoritative websites in order to promote presence and supress negative content 66
- 67. 5. Organising, asrequired, legal take-down ‘cease-and- desist’ requests for libelous content 67
- 68. 6. Working toachieve 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’
- 69. 7. “Astroturfing” third-partywebsites to place positive comments or lash out against negative ones 69
- 70. 8. Proactively offeringfree products and services to prominent commentators and reviewers 70
- 71. 9. Proactively respondingto public criticism stemming from recent changes or events 71
- 72. 10. Using socialmedia as a channel for reputation- building service delivery 72
- 73. Discussion point 73 Discussion Point Whichare your top 3 of these 10 content marketing solutions for generating visibility with social media? Why?
- 74.
- 75. Using social mediaas a channel for reputation-building service delivery 75
- 76. Let’s start witha quick intelligence test... 76 Ben Tim
- 77. Which box willTim open to play with the bricks? 77 Ben Tim
- 78. Congratulations, you passedthe 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 wiseman 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 canwe build reputation with social media? A: By helping people use their social intelligence 80 Social-as-a-Service
- 81. Helping people usetheir social intelligence 81
- 82. Helping people usetheir social intelligence 82
- 83. Helping people usetheir social intelligence 83
- 84. Helping people usetheir social intelligence 84
- 85. 85 10 Ways toBuild Reputation with Social Media* Action not Talk * Online media that supports social interaction and user contributions
- 86. 1. Put starseverywhere... 86
- 87. 1. Put starseverywhere... 87
- 88. 2. Own astar system... 88
- 89. 1. Put starseverywhere... 89
- 90. 3. Be astar system... 90
- 91. 4. Take abite out of Apple... 91 Promoter Experience Management
- 92. 4. Take abite out of Apple... ‘PXM’ 92 Promoter Experience Management $2446 $1927 Total Promoter Value Sales Value Referral Value $4373
- 93. 5. Make everythingshareable 93 28 149 82 32 ‘Owned’ Media ‘Earned’ Social Media
- 94. 6. Host ahub 94
- 95. 7. Reward referrals 95 $31,500$486,090 Kumar, Petersen, and Leone. "How Valuable Is Word of Mouth? ." Harvard Business Review (2007)
- 96. 8. Realign marketing...with reasons-to-recommend 96 40% of your Promoters Haven’t Recommended
- 97. 8. Realign marketing...with reasons-to-recommend 97 40% of your Promoters Haven’t Recommended Wendell Wilkie (R)Franklin D Roosevelt (D)
- 98. 9. Tango withTuangou 98
- 99. 9. Tango withTuangou 99
- 100. 10. Don’t tellstories, Be the story 100
- 101. Discussion point 101 Discussion Point Whatservice could you offer that’s worth recommending using social media?
- 102. Summary: Social asa 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 asa 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 waysto 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
- 105.
- 106. Three things... 106 • Managevisibility • Real-time information service (during crises) • Social-as-a-Service Reputation management with social media
- 107. Your top 3take-outs from today... 107 • ... • ... • ... Reputation management with social media