Reputation Management and Branding Using the Power of Databricks and Cloud Compute in Azure

1. January 3, 2019
Reputation Management
on Microsoft Azure
Dawn Marie Daras, MS
CSA, Data & AI, State & Local Government

2. Agenda:
• What is Reputation Management
• Use cases and the importance of Reputation
Management
• Reputation Management – Branding vs
Campaigns of Misinformation
• What is Social Listening? What are Social
Influencers?
• Building the Pipeline

3. What is Reputation Management:
Reputation Management is controlling an individual’s,
company’s or group’s reputation through crafting and
controlling the messaging that is proliferated from many
channels, including the storyline, crafting a brand, word of
mouth, social media channels, social networks, and
security aspects etc. It includes the 360 degree view of the
entity.
Please see the last page of this document for links to other resources.
If you have questions or need help, visit the Help Center.
3Reputation Management on Microsoft Azure

4. Why Reputation Management
• Sources of data –
• Unstructured Data is over 80% of all data now
• Social media (Facebook, Instagram, Twitter, YouTube, Reddit, blogs, chats,
webpages, emails, chats, and other public forums, Surveys, news articles, any
text document)
• Social Media Revolution
• United Breaks Guitars
• 200 Tweets Can Predict Your Personality
• Norman AI

5. What Attendees will Gain:
Attendees will gain an understanding of the importance of
Reputation Management for the individual through
examining several cases in social media from both a
branding and negative campaign perspective.. A discussion
of channels, policies, procedures, and mitigation practices
through which it should be handled.
Please see the last page of this document for links to other resources.
If you have questions or need help, visit the Help Center.
5Reputation Management on Microsoft Azure

6. Value Proposition:
Reputation management firms are expensive and
specialized to particular use cases. An illustration of how
Behavioral AI can be used on Azure Compute both craft a
branding message and to respond to messaging, in real
time will be demonstrated.
Please see the last page of this document for links to other resources.
If you have questions or need help, visit the Help Center.
6Reputation Management on Microsoft Azure

7. Microsoft Azure marketing guidelines 7

8. Use Cases in Reputation Management
ELECTIONS AND
POLITICAL
CAMPAIGNS
HR – PROTECTING
EXECUTIVES OTHER
EMPLOYEES
ONLINE BULLYING PUBLIC SECTOR –
FOR DIFFERENT
AGENCIES
ONLINE REVIEWS CORPORATIONS AND
BRANDS

9. Reputation
Management
“Out beyond ideas of wrongdoing and
rightdoing there is a field – I’ll meet you there” –
Rumi

10. Reputation Management – From Another View

11. Use Cases in
Reputation
Management
• Rousey vs Holms/UFC and Branding
• Emotion Detection in Predicting Stocks
• Cosmetics Company and SEC

12. Microsoft Azure marketing guidelines 12

13. Branding vs
Campaigns of
Misinformation
• What is a “brand” – a brand integrates several
things
• An image – this is very powerful and evokes
immediate associations and strong emotions in
people which you want to be powerful
• A message which is also simple and generally
both symbolic and also clearly understood
• A “voice” – a tone and a consistent timbre
whether its formal, classy, casual or of a
particular generation it will be recognizable and
authentic
• A slogan or tagline – in this day and age it can
be a #hashtag

14. Brands
• Image, Message, Voice, Slogan – examples:

15. Essential
Ingredient of
Branding is
“Glamour”
• What is “Glamour”
• Glamour is what ties into our deepest
longings and is not charisma
• Glamour is an illusion that is false but felt to
be very true
• Glamour taps into our very deeply held
secret desires such as heroes, wizards,
saints, wanderers, gods or goddesses.
Jungian psychology would call these
archetypes.

16. Branding & Glamour
• Successful Brands tap into these longings and
portray them for us such as
• The Obamas
• Camelot in JFK
• Game of Thrones
• Mad Men
• The Avengers
• Etc

17. Branding
Channels
• Branding uses marketing channels and takes
consistent messages to control and expand the
message
• Social Media
• Television – association
• Radio
• Print
• Word of Mouth

18. Campaigns of
Misinformation
– Everything
Has a Mirror
• Campaigns of Misinformation are the mirror to
branding, but with the aim to smear the target
to tear down the reputation To manipulate the
reader’s or viewer’s reason and emotions
• They also use branding channels and may use
covert channels as well, such as organized
groups, crowd sourcing, messaging boards,
messaging apps, gaming boards, the dark web,
etc.

19. What are the most commonly used
propaganda techniques?
• The rule of simplification
• The rule of disfiguration
• The rule of transfusion
• The rule of unanimity
• The rule of orchestration
It is the same as rule of gossip – or the old “telephone” game as a kid
with the idea to tear down the other’s brand or opponent.

20. Microsoft Azure marketing guidelines 20

21. Social Listening Social
Network Analysis
Influencers
• Who is really the influencer in
your networks
• Regarding the topics of
interest?
• Hidden layers and
directionality
• Mathematically calculated
with neural networks