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Reputation Management
Earning and Protecting the Trust Between You and Your Publics
Reputation Management is…
Building authentic trust between your organization and the people that matter most to you.
Value of Reputation
Trusted Relationships
Strong Reputation
Increased Organizational
Value
More Resources,
Visitors, Funding
Today’s Relationship Drivers• Satisfaction with experiences• Consistency• Trust• Commitment (personal)• Transparency (honesty)
Sources: Terry Flynn, Ph.D., McMaster University, DeGroote School of BusinessDavid Armano, darmano.typepad.com
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
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
Reputation Management
Reliable, Predictable Experience
Unreliable, Unpredictable Experience
When the experience
doesn’t match the promise, reputation declines
Reputation
Index
Source: Standing Partnership
Communicating in the 21st 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
The Mass Media Model
Edited and controlled content broadcast to mass audiences
Adapted From: Mike Arauz, Thoughts on New Media and Assorted Links
PR
Website
Advertising
The Social Media ModelIdeas shared, adapted, changed and shared again, and again, and …
Source: Mike Arauz, Thoughts on New Media and Assorted Links
Social Media Continuum of Tools
PublishConnect Syndicate, Search, Aggregate
Collaborate Rank, Tag, Comment, Bookmark
Measure
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
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
Engagement Scores of Top 100 Global Brands
Source: www.ENGAGEMENTdb.com
Demographics
• 5% of users accounted for 75% of all activity
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:
What Now?
Using Social Media to Build Reputation
• Internal collaboration• Direct conversations• Relationship building • Thought leadership• Instant feedback• Community• SEO (search engine optimization)
Engagement Best Practices
• Deputize people throughout the organization• MyStarbucksIdea.com• Department representatives• Engaging with people would come naturally
Source: www.ENGAGEMENTdb.com
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
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 ScottThe New Rules of Marketing & PR
Web Content Integral to Reputation
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
Marketing Shift
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
Search engines– Google– Yahoo, MSN– Ask, Alta Vista, etc..
Social Media– FaceBook– MySpace – Flickr
Other interactive outlets– Media– Blogs– Mobile
Findability
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
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
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 ScottThe New Rules of Marketing & PR
Segmenting Your Audiences
• 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:
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.
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
Approach to Web Content
Messaging: What is your promise to your guests and visitors?• Emotions• Connections• Stories• Share ideas• Listening is important• Invite participation
