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Step awayfrom thecrayons!
Alan BrightCEO. Twentyfive
What’s the link?
blank
blank
How valuable do you think your company’sreputation
is?
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Is it worth protecting, and if so,how?
What’s the link here?AdvertisingMarketing literaturePRCorporate identityWebsite
Networking groupsForumsSocial mediaBlogging sitesPress, radio and TV-------------------------------
These we can control------------------------------These are far more difficult to control
experiences
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perceptions
Every reputation is built by:
and
“It takes many good deeds to build a good reputation,
and only one bad one to lose it”
Benjamin Franklin
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Experiences and perceptionscome from:
Your own personal experiencesThe personal experiences of friends
Experiences given by work colleagues Gossip and hearsay
Company ----------------------- (CRM) ------------------ Customer
… many points of contact
Marketing attracts, but positive experiences
help to retain customers
Marketing is tactical, controlling reputation
has to be strategic.
Simples!
So how do you make your marketing authentic?
AdvertisingMarketing literaturePRCorporate identityWebsite
Networking groupsForumsSocial mediaBlogging sitesPress, radio and TV
Control your delivery culture
Look at these things…Telephone mannersSpeed of responseEmpire buildingLoose cannonsUnsubscribers
Phone auto optionsInternal communicationsStaff attitudesFulfilling promisesTop-to-bottom buy in
= managed internal delivery culture
You need to build a strong foundation
Some of the benefits of controlling your reputation • Authentic sales and marketing messages • Gain and retain more customers• Lower recruitment costs, staff churn is reduced• Morale improves because the culture improves • Future planning will benefit from a
predetermined strategy • Overheads reduce through aligned processes • Profitability improves
Create the right culture
Fringe employees and Jobsworths
Involved Employees
Your ‘A’ Team
You, theleaders
Four elements form the basis ofevery business…
Copyright Twentyfive Creative LLP
What are our values?What is our purpose?What is our vision?
How will we achieve this? What are our principles?
What are our behaviours?
Values, Behaviours,Principles, and Vision
LIVED OUTthroughout the whole
organisation
Begin with a diagnosticThen define your culture
Then address your marketing
and that’s the best way to improve the return
on your marketing budget!
“It takes 20 years to build a reputation and
five minutes to ruin it. If you think about that,
you’ll do things differently”
Warren BuffettAmerican businessman, investor, philanthropist