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digital reputation
management
Javier Leiva-AguileraLondon. November 18th, 2010
good reputation, bad reputation
Audrey http://www.flickr.com/photos/audreyjm529/
Thomas Bressonhttp://www.flickr.com/photos/computerhotline/
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
what reputation is not: brand
how can I transmit my values?
first of all, are they authentic?
the goal is to align brand and reputation
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
What reputation is
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
others' perception about me
how I see myself? → brand to transmit
how do others see me? → reputation
how I think others are seeing me? → distorsion?
why we need to worry about it?
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
because we want to sell
because is our presentation card
because reputation is very infectious
Janice Bovancovichhttp://www.flickr.com/photos/nightamazon/
what affects our reputation?
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
what we say about us
+ our behavior: integrity
what others say about us
to manage or to distort?
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
the importance of transparence
to look honestly you have to be honest
co-he-rence
Jesús Abizandahttp://www.flickr.com/photos/jesusabizanda/
corporative reputation
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
features
it refers to a company, an institution
every company have more than one reputation
we cannot like to everybody
corporative reputation
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
aim
it must help to achieve company goals
Werner Vermaakhttp://www.flickr.com/photos/changereality/
digital reputation strategies
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
who are you? → sum of attributes
which are your skills? does it fit?what do you want to achieve?
how can you obtain it?
internet vs oldternet
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
news spread fast // slow
everyone can publish // only institutions
need to rush // could take some time
purchase decisions
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
convenience
quality of the product
price
consumer opinions
three steps in drm
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
1. monitor
2. analyze
3. influence
internet: who coordinates?
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
community
manager
Casey Serinhttp://www.flickr.com/photos/sercasey/
duties
javier leiva-aguilerawww.javierleiva.info
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to listen
to circulate
to explain
to seek
to find
Xurbiehttp://www.flickr.com/photos/xurble/
central places...
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
where people are:
at social media sites
but not only
Web Treatshttp://www.flickr.com/photos/webtreatsetc/
possible issues...
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
complaint sites
single angry customer
negative domain names
competitor attacks
…and possible solutions
javier leiva-aguilerawww.javierleiva.info
www.catorze.com
say the truth
do not hide
send your side of the history
publish information about the issue at your site
contact of the record
consult a lawyer*
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