This presentation discusses the importance of reputation management. It notes that with the rise of social media, news travels faster and further, making reputation even more important. It explains that ignoring reputation can cost companies money, as negative word of mouth reduces sales. The presentation then covers how to start with reputation management, including listening to conversations about your company online, identifying themes and trends, and tracking discussions across various platforms and groups. It stresses the importance of engagement and finding the right voice for responses.

1. PRESENTATION ON
Reputation Management
The Why? The How?
September 29, 2008

2. Introduction
WHY IS REPUTATION
MANAGEMENT IMPORTANT?

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5. Even back in 2001
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6. It’s just easier now and…
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7. …News travels faster and further.
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8. Part II: Why Care About Reputation Management?
BONUS ROUND FOR YOUR
CFO OR ANY C-LEVEL BOSS

9. Ignorance is throwing money away
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10. The price of ignoring your reputation
London School of Economics study:
• “2% reduction in negative word of mouth
boosts sales growth by 1%”
• Dell study on Word-of-Mouth:
– average consumer is worth $210
– average detractor costs the company $57
– average promoter generates $32
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11. Section One
HOW DO I START?

12. What are the themes of
Reputation Management
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13. Your Reputation Management Strategy:
The first step is to Listen.
Measure
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14. Where do we start?
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15. But where do your customers go?
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16. Should you follow Twitter?
AdWeek said every one is talking about it.
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17. Or a large, relevant niche group?
But forums sound so 1998.
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18. Where are people talking about us?
• Search about your company:
1. Company Name
2. Company URL
3. Products
4. Public Facing Employees
5. Competing Products
6. Descriptions
• Company Name + sucks
• Company Name + rocks
• Company Product + review + sucks
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19. What do the reports look like?
HOW DO YOU TRACK
CONVERSATIONS?

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23. Our Client Needed Help….
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24. …Understanding their Buzz
• Reputation Management for Pleo
• Identifying influential bloggers to reach out to
• Track where we respond and comment
• Identifying trends in changing conversations
See the whitepaper at:
http://www.buzzlogic.com/case_study/case_study-BuzzLogic-Estorm.pdf
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25. ENGAGEMENT: FINDING VOICE

26. What are the themes of
Reputation Management
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27. Your Reputation Management Strategy:
The first step is to Listen.
Measure
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28. It’s kinda like a cocktail party
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29. Mindset Shift is Required
*An exaggeration
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30. Negative Comments?
Be Transparent & Honest.
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31. Finding Voice: 10 Downing Street
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32. Finding Voice: H&R Block
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33. Finding Voice: Zappos
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34. Take Aways…
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35. Thank You!
Daniel Riveong Credits
• Slide 9:
“Looking at Reputation Management” http://www.flickr.com/photos/johnnyvulkan/3819412
Social Media Marketing Summit 08 33/
• Slide 10:
– “Advocacy Drives Growth” by London School of
Economics:
Who?
• http://www.lse.ac.uk/collections/pressAndInformati
onOffice/newsAndEvents/archives/2005/Word_ofM
SEO, Social Media Guy (Bourbon Drinker) outh.htm
– Ultimate Question: Driving Good Profits and True Growth
by Fred Reichheld
Where? • Slide 14:
http://www.flickr.com/photos/briansolis/2735401175/
San Francisco
• Slide 15:
e-Storm International http://www.flickr.com/photos/cuellar/57473280/sizes/
o/
• Slide 20 & 21:
Reaching Out? Social Web Analytics eBook 2008 by Philip
Sheldrake
SMS: Text “Riveong” to 50500 • Slide 24:
http://www.buzzlogic.com/case_study/case_study-BuzzLog
Blog: http://emergence-media.com
• Slide 28:
Twitter: http://twitter.com/danielriveong http://www.flickr.com/photos/briansolis/2438243203
Email: Daniel@e-Storm.com
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36. Creative Commons Licensing
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