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REPUTATION MANAGEMENTMODULE 1

MODULE 1: BASICS OF ONLINE REPUTATION MANAGEMENT

REPUTATION MANAGEMENT OUTLINE

MODULE 1: BASICS OF REPUTATION MANAGEMENT• Current Landscape - Understand the power of your online reputation and why it matters.

• The Basics - Learn what online reputation management is and why it’s important. Understand the different types of reputational risk that exist and the difference between an issue and a crisis.

• Participatory Culture Defined - Learn what participatory culture is and why it’s important. Utilize your audience as co-creators of your brand’s story.

• Build a Strong Participatory Culture - How to build a strong participatory culture using social media.

MODULE 2: BUILD & MONITOR YOUR ONLINE REPUTATION

MODULE 3: REPUTATION DEFENCE TECHNIQUES

Coming Up!

CURRENT LANDSCAPEUnderstand the power of your online reputation and why it matters.

OF CONSUMERS WILL LEAVE A LOCAL BUSINESS REVIEW WHEN ASKED TO DO SO

(BRIGHTLOCAL)

ASK AND YOU SHALL (OFTEN) RECEIVE

68%

THE POWER OF POSITIVE REVIEWS● 97% of consumers read reviews for

local businesses (BIA/Kelsey)

● 88% of consumers trust reviews from customers just as much as they trust their own peers (BrightLocal)

● 91% of consumers are more likely to use a local business if they have positive reviews (BrightLocal)

● 86% of consumers will hesitate to purchase from a business that has negative reviews (BrightLocal)

SHOW UP WHERE YOUR AUDIENCE IS

● 54% of consumers prefer using social media for customer service (AdWeek)

● Failure to respond via social channels can lead to a 15% increase in the churn rate for existing customers (Gartner)

THE BASICSReputation management defined and why it needs to be a crucial component of our social media strategy.

Reputation Management bridges the gap between how a company perceives itself and how others view it.

When done correctly, it serves to create, cultivate and maintain your brand name and its good standing online

(ie. your digital public image).

WHAT IT IS

● Builds credibility and strengthens trust

● Positive customer sentiment

● Negative reviews can be hugely detrimental to your online reputation

● Tell your story or someone else will (own your narrative)

WHY IS IT IMPORTANT?

BUILD CREDIBILITY AND TRUST

POSITIVE CUSTOMER SENTIMENT

DETRIMENTAL NEGATIVE REVIEWS

OWN YOUR OWN STORY

TYPES OF REPUTATIONAL RISKS

DirectRisks that occur as a result of company actions or that relate directly to your products/services.

IndirectRisks that occur as a result of an employee or partner’s actions.

ExternalRisks that occur as a result of events outside your control.

A trend, event, development or matter of dispute

that may affect an organization.

WHAT IS AN ISSUE?

An out-of-control issue that negatively

impacts an organization.

WHAT IS A CRISIS?

● Situation that presents matters of concern

● Trend, event, development or matter of dispute

● Exist within a changing environment

● Result of conflicting values ● Easier to manage

Issue Crisis● Out-of-control issue● Beyond the point of

management● Will negatively impact an

organization● Likely require damage

control and post-crisis plan

ISSUE VS CRISIS

PARTICIPATORY CULTURE DEFINEDWhat is participatory culture and why is it important? Utilize your audience as co-creators of your brand’s story.

An opposing concept to consumer

culture, one in which individuals do not

only act as consumers, but also as

contributors or producers.

WHAT IS PARTICIPATORY CULTURE?

● Shifts focus from consumerism to community involvement and personal expression

● Everyone has a more active stake in the culture that is produced

● Encourages creative expression and active participation

● Opportunity for informal mentorship (what is known by the most experienced is passed along to novices)

● Fosters social connection with one another

WHY IS IT IMPORTANT?

BUILD A STRONG PARTICIPATORY CULTUREHow to build a strong participatory culture using social media.

● Create open space for contributions

● Community partnerships or collaborations

● Accept and encourage user generated content

● Interactive social media challenges

● Give your community a voice

● Ambassador or referral programs

HOW TO BUILD A STRONG CULTURE

Online platforms, such, as Reddit build a network of

communities based on people's interests.

CREATE OPEN SPACE FOR CONTRIBUTIONS

Facebook groups foster communities and relationships.

Move and keep people in the loyalty and advocacy stage

of the funnel by providing value,

asking for input and encouraging the knowledge-share

community.

Collaborative social media campaigns or giveaways are a

great way to build a strong participatory culture by

encouraging people (both followers and non) to interact and engage with your brand.

COMMUNITY PARTNERSHIPS & COLLABS

Allow people to help tell or contribute to your story by

making UGC easy to create.

ENCOURAGE USER-GENERATED CONTENT

Empower your employees to generate content that helps

tell your company’s story.

ENCOURAGE USER-GENERATED CONTENT

Everybody loves an interactive trend that they too can participate in. The Dolly Parton Challenge took 2020 by storm, seeing both brands and individuals creating and

posting their own memes.

INTERACTIVE SOCIAL MEDIA CHALLENGES

Crowdsourced campaigns give your audience a voice and a chance to offer

their opinions and “live the brand”.

GIVE YOUR COMMUNITY A VOICE

Create advocacy among your customers and build

trust with potential customers by using brand

ambassador or referral programs.

AMBASSADOR/REFERRAL PROGRAMS

Workbook Exercise: Worksheet 1