The document discusses how consumer behavior and expectations have changed on the web, necessitating new approaches to reputation management, marketing, and public relations. It emphasizes authenticity, direct communication, and social media integration over one-way propaganda. It also covers how millennials' technology use influences their preferences and behaviors.

1. The Rules Have Changed Consumer Behavior on the Web, and How We Can Earn Their Trust

2. Objectives Reputation management model The new rules Social media integration Millennial Web and technology behavior Your Web presence as a conversation

3. Reputation Management is… Building authentic trust between your organization and the people that matter most to you.

4. Value of Reputation

5. Today’s Relationship Drivers Satisfaction with experiences Consistency Trust Commitment (personal) Transparency (honesty) Sources: Terry Flynn, Ph.D., McMaster University, DeGroote School of Business David Armano, darmano.typepad.com

6. The New Rules of Marketing & PR PR is for more than just mainstream media audiences PR is not just about seeing your organization on TV; it’s about seeing you on the Web It’s about helping people move through the decision-making process with great online content It’s authenticity, not spin It’s participation, not propaganda It’s direct communication at the moment and in the way your audience prefers, not one-way interruption — Adapted from The New Rules of Marketing & PR

7. The Link Between Brand and Reputation Brand Promise Defines the experience your customers should have with you Aligns your business operations with the customer’s experience Defines and protects your reputation Reputation = Current perceptions of an organization A variable based on experiences, news, events, actions

8. Reputation Management Reliable, Predictable Experience Unreliable, Unpredictable Experience When the experience doesn’t match the promise, reputation declines Reputation Index Source: Standing Partnership

10. Communicating in the 21 st Century Considerations: A competitive, global marketplace 24/7 media environment Consumer-centric Expectation of governance/responsibility Challenges: Providing context, perspective Demonstrating our competitive advantage Consistent message and experience

11. The Mass Media Model Edited and controlled content broadcast to mass audiences Adapted From: Mike Arauz, Thoughts on New Media and Assorted Links PR Print Website Advertising Email

12. The Social Media Model Ideas shared, adapted, changed and shared again, and again, and … Source: Mike Arauz, Thoughts on New Media and Assorted Links

13. Social Media Continuum of Tools Publish Connect Syndicate, Search, Aggregate Collaborate Rank, Tag, Comment, Bookmark Measure

14. Amazon.com as a social networking site? But it’s just shopping… Thriving communities Customer reviews Author profiles User conversations Example First review written in 2007 on publication day User profile and review read by 100,000+ Now 215 reviews Fellow users can rate reviews higher Link to profile and read other reviews Not bad for the reviewer’s personal brand! Source: David Meerman Scott, www.WebInkNow.com

15. Social Media Marketing: Simplified You can buy attention ( advertising ) You can beg for attention from the media ( PR ) You can bug people one at a time to get attention ( sales ) Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page. Source: David Meerman Scott, www.WebInkNow.com

16. Engagement Scores of Top 100 Global Brands Source: www.ENGAGEMENTdb.com

17. Demographics 5% of users accounted for 75% of all activity

18. Demographics 2009: nearly 72 million users in US 5% of users accounted for 75% of all activity 28.2% of users: 35 – 54 year olds 25.2%: 25 – 34 year olds 25.1%: 18 – 24 year olds 55 and over has grown from 950,000 to 5.9 million in six months Sources:

19. What Now?

20. Using Social Media to Build Reputation Internal collaboration Direct conversations Relationship building Thought leadership Instant feedback Community SEO (search engine optimization)

21. Engagement Best Practices Deputize people throughout the organization MyStarbucksIdea.com Department representatives Engaging with people would come naturally Source: www.ENGAGEMENTdb.com

23. Thought Leadership Special collections Faculty with unique specializations Tracking trends, resource internally

24. Web Content Fuels Traditional Media Relations More than eight of 10 journalists (84 percent) say they have used or would use blogs as primary or secondary sources for articles. — 2007 Arketi Web Watch Survey Eighty percent of journalists say they spend more than 20 hours per week online. — 2009 Arketi Web Watch Survey

25. Web Content Integral to Reputation The Internet has made public relations PUBLIC again, after years of almost exclusive focus on media. Blogs, online news releases and other forms of Web content let organizations communicate directly with consumers. — David Meerman Scott The New Rules of Marketing & PR

26. Web Content Integral to Reputation

27. Reputation Management Trust equity – a reputational insurance policy that creates economic value for your organization Turning relationships into results Customer loyalty Recruiting/retention Increased funding/donations Potential premium pricing Protection against crisis Empowering brand ambassadors

28. The Net Generation, The Millennials, Generation Y Source: ClassesandCareers.com

29. Kids born between 1977/80 and 1995/97 Frequently described as self-absorbed unaccustomed to criticism or loss lacking in work ethic demanding workplace perks Also described as more diverse as any other generation before them innovative: they refuse to do things the "good, old-fashioned" way idealistic creative globally aware The Net Generation, The Millennials, Generation Y

30. 98% own computers 2006-2009 Desktops: ↓ 27% Laptops: ↑ 23 Freshmen are entering school with newer equipment 79% owned laptop <1 year old 52.3% computer <1 year old 67.9% computer <2 years old 17.9% computer >4 years old Source: Educause Center for Applied Research The Net Generation, The Millennials, Generation Y

31. Change in Computer Ownership, 2006-2009 Source: Educause Center for Applied Research

32. Student Preference for Use of IT in Classes Source: Educause Center for Applied Research

33. Benefits from Using IT in the Classroom Source: Educause Center for Applied Research

34. Though tech savvy, students do not possess the IT skills necessary for in and out of classroom academic work Motivation for learning skills is tied to the classroom requirements IT Training is necessary to support learning and problem-solving skills They have confidence in their skills with presentation software, spreadsheets, course management systems, and university library websites, generally rating themselves between fairly skilled and skilled Source: Educause Center for Applied Research The Net Generation, The Millennials, Generation Y

35. How They Connect to the World and each Other Source: Educause Center for Applied Research 9 in 10 use social networking sites and text messaging daily 74% used instant messaging several times per week

36. Smart Phones and Handheld Devices Source: Educause Center for Applied Research More than 25% own and access the Internet weekly or more often 33% do not own and don’t plan to in the next 12 months 33% own but do not use the Internet feature 32%: “I regularly use my cell phone/hand-held in class for non-course related activities.” 50% feel instructors should have the authority to forbid the use More than half prefer text messages for emergency notification

37. More than a Class Schedule, Campus Map Sources: Educause Center for Applied Research, Mashable.com Abilene Christian University: iPhone or iPod Touch Case Western Reserve University test group: Kindles instead of textbooks Southern Methodist University dean: stripped computers from lecture halls Skype: Language learning chats

38. What Now?

39. Marketing Shift

40. Your website is not just a static brochure but rather an interactive “conversation” with your users consisting of three key elements: Findability Usability Personality Communication with an Impact

41. Search engines Google Yahoo, MSN Ask, Alta Vista, etc.. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile Findability

42. Focus the user Plain language, short sentences and bullets Give the user choices, have a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation Distinct value proposition Utilize images and video to tell the story Include multiple media types for various learning styles Make it easy to take the next step Talk with us or schedule a visit Sign up for E-newsletter Connect with us on social media Tell-a-friend! Usability

43. Communicate the spirit of your company What would you tell a visitor? Create feelings which become thoughts/actions Engage and inspire Represent the people Employees Guests, visitors Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images Showcase a variety of activities Personality

44. The online relationship begins the second a potential customer hits your homepage. Show customers a reflection of them self. Organize your site with content for each of your distinct buyer personas. — David Meerman Scott The New Rules of Marketing & PR Segmenting Your Audiences

45. 50.6 million items in collections 89 locations 3,200 staff members Web site must serve a wide variety of on and offline visitors Academic researchers from around the globe Bronx residents who speak Spanish as a first language NYC tourists who want to tour the Fifth Ave building Film industry who want to use the famous setting Potential supporters with donations Example:

47. Approach to Web Content Text for Bots: Search engines “crawl” your pages looking to establish what they are about so that they can display YOUR pages to searchers.

48. Approach to Web Content Content for Humans: Your future guests and visitors read your pages to find out more about your services and facilities, why they should visit and how they can connect with you. What are they looking for? WII-FM Personalization People Stories Real answers Data to substantiate Social proof

49. Approach to Web Content Messaging: What is your promise to your guests and visitors? Emotions Connections Stories Share ideas Listening is important Invite participation

50. Recap Reputation management model The new rules Social media integration Millennial Web and technology behavior Your Web presence as a conversation

51. Questions? Elizabeth Keserauskis [email_address] linkedin.com/in/bethkeserauskis @bethkeserauskis