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Reputation Management

at Internet Speed

Neville Hobson, ABC

Dublin: April 26, 2012

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neville@nevillehobson.com

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www.nevillehobson.com

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Meanings

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Social Media is…

• Disruptive challenging established orders, hierarchies and cultures

• About people what they do with technology tools

• About change connecting with changes in society, the marketplace, the workplace

• About calculating risk to enable people to confidently engage in the new landscape

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Anyone with an opinion and an internet connection can influence someone else about the things you care

about, eg, your reputation.

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You cannot control it

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It affects organizations…

…and the guilty…

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…the life in the fast laners…

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…the careless…

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…and the innocent

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Crisis and Reputation

1. Everything happens at internet speed

− What we used to call “lightning speed”

2. People demand – and expect – absolute

transparency

3. How you say it is as important as what

you say

− The medium is often the message

4. Your critics have the same tools as you

and your champions

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Speed is of the essence

• Take immediate effective action to stop an

issue becoming a crisis

− “Issue management” is so much easier than

“crisis management”

• Look to your communities

− Online and offline

− Your “nurturing years” will now pay off

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Remember the good old days?

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http://www.breakingtravelnews.com/news/article/coast-chief-falls-on-sword-following-concordia-disaster/

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http

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Investing in “Internal Social

Readiness”

• Vision and leadership drive accountability

towards business goals

• Trained employees reduce potential risk

• Increased preparedness for social media

crises

• A consistent brand experience for

customers

• Enablement increases ability to scale http://www.web-strategist.com/blog/2011/08/31/report-social-media-crises-on-rise-be-prepared-by-climbing-the-social-business-hierarchy-of-needs/

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Investing in “Internal Social

Readiness”

http://www.web-strategist.com/blog/2011/08/31/report-social-media-crises-on-rise-be-prepared-by-climbing-the-social-business-hierarchy-of-needs/

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What You Need to Know

1. Know – with precision – who the influencers and opinion-leaders are

2. Know your “share of conversation” vs “share of voice”

3. Know where conversations are occurring that matter

4. Know how news is shared and by whom

5. Know of issues before they become mainstream

6. Know the right keywords that drive search

7. Know who to follow or friend

8. Know what content your customers care about

9. Know who is defining your brand, pro or con

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There Are a Lot of Tools… Monitoring

Tactical Strategic

Listening

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Key: Integrated Communication

• Social media is not

stand-alone or a

separate activity

• Long-term activity and

resource commitment

• Integral to your

reputation engagement

and management mix

• Integral to the success

of your business

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What Can You Do?

Right

Now?

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Calculate risk

1. Recognize change

− Society

− Behaviours

− Your landscape

2. Make a deal with your employees to eliminate

FUD

3. Know who your advocates and detractors are

4. Listen

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Start Here

http://jwsokol.com/scc/tag/listen/

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Worth reading

http://eu.wiley.com/WileyCDA/WileyTitle/productCd-1119963230.html http://www.amazon.co.uk/FAIL-Greatest-Social-Screw-Ups-

ebook/dp/B007FD0J56/ref=sr_1_1?ie=UTF8&qid=1335275577&sr=8-1

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Thank You

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The original PowerPoint version of this presentation deck is available on request.