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How can I help make today better for you?5About YouWhat interests you about this course?What experience do you have already?What do you want to take away?
What we’ll cover today....6• Understanding the mechanisms through which content and search deﬁne yourorganisation’s reputation• Designing monitoring systems to deliver intelligence about your reputation in socialmedia• Inﬂuencing what Google says about you including the science of Search EngineOptimisation (SEO)• Creating engaging Web content designed to catch the attention of Google,including online news releases• Design a content strategy for your organisationReputation management with social media‘JET’ approach: Just Enough Technology
Online reputation management:What are you already doing?71. Increasing visibility of company-published materials in search enginesto push down negative content2. Publishing original positive contentonline, to outperform negative resultsin a search3. Actively managing entries onWikipedia, the world’s encyclopedia4. Submitting news stories toauthoritative websites in order topromote presence and supressnegative content5. Organising, as required, legal take-down ‘cease-and-desist’ requests forlibelous content6. Working to achieve mentions of theorganisation in third-party sites thatrank highly in Google7. “Astroturﬁng” third-party websites toengineer and place positive commentsor lash out against negative ones*8. Proactively offering free products andservices to prominent commentatorsand reviewers9. Proactively responding to publiccriticism stemming from recentchanges10.Using social media as a channel forreputation-building service delivery* Controversial
8Your reputation is what people say about you when youleave the room...
9Reputation: (n) 1. The beliefs or opinions thatare generally held about someone orsomething. 2 A widespread belief thatsomeone or something has a particularcharacteristicOxford English Dictionary
10Reputation: (n) Collective representation ofmultiple constituencies images of a companybuilt up over timeBusiness DeﬁnitionArgenti, P., and J. Forman (2002). The power of corporate communications: Crafting the voice and image of your business, McGraw-Hill, New York
11IMAGEIDENTITY vswhat you say about yourself‘self presentation’what others say about you‘collective representation’Reputation Management
Business case for reputation management: Reputationleaders grow 2x as fast as competitors12
On a 10 point reputation scale, 1 point difference is worth$500m for large corporations13Black, E., T. Carnes, and V. Richardson (2000). ‘The market value of corporate reputation,’ Corporate Reputation Review, 3(1), 31-42.$500m
Importance of reputation to senior management140%25%50%75%100%94%90%89%86%86%83%76%71%USCanadaUKBelgiumFranceItalyNetherlandsGermanyKitchen, P. J., and A. Laurence (2003). ‘Corporate reputation: an eight-country analysis,’ Corporate Reputation Review, 6(2), 103-117.% senior managers rating company reputation as ‘very important’ in achievingcorporate objectives
Reputation management simply deﬁned15Reputation management is the practice ofunderstanding and inﬂuencing an individuals ororganisation’s reputationhttp://en.wikipedia.org/wiki/Reputation_management
Online reputation management simply deﬁned16Online reputation management is the practiceof understanding and inﬂuencing an individualsor organisation’s reputation using online tools
Online reputation management basics:Can reputation really be managed?17“Attempting to manage one’s reputation mightbe likened to trying to manage one’s ownpopularity (a rather awkward, superﬁcial andpotentially self-defeating endeavour).”Hutton, J. G., M. B. Goodman, J. B. Alexander, and C. M. Genest (2001). ‘Reputation management: The new face of corporate public relations,’ Public Relations Review, 27, 249
Reputation management basics:What doesn’t work...18socialresponsibilityreputation$industryrelationsreputation$corporateadvertisingreputation$Hutton, J. G., M. B. Goodman, J. B. Alexander, and C. M. Genest (2001). ‘Reputation management: The new face of corporate public relations,’ Public Relations Review, 27, 249
Online reputation management basics:What doesn’t work: Valueless social spam19
Online reputation management basics:What works 1: Expectation-beating experiences22
Reputation Management Basics:What works 1: Expectation-beating experiences2380% of variation in reputation is accounted for bythe degree experience beats expectationsWeber Shandwick Research 2009“Be obsessed with your product or service: Nothingcomes close to superior product quality ininﬂuencing the way people feel about yourorganisation.”Hutton, J. G., M. B. Goodman, J. B. Alexander, and C. M. Genest (2001). ‘Reputation management: The new face of corporate public relations,’ Public Relations Review, 27, 249
Online reputation management basics:Delivering digital value with digital services24Reputation Management = Experience Management
Online reputation management basics:Delivering digital value with digital services25
Online reputation management basics:Delivering value with digital services26
Online reputation management basics:What works 2...Managing visibility27how do you hide a body?
Reputation management basics:What works 2...Managing visibility28how do you hide a body?Place it on page 2 of Google
Online reputation management basics:What works 2...Managing visibility29Google loves social media
Online reputation management basics:What works 2...Managing visibility30Google loves social mediaSocial media: Any online media that supportssocial interaction and user contributions
Reputation management basics:Reputation monitoring: “Would you recommend us...?”340 1 2 3 4 5 6 7 8 9 10If a friend or colleague was looking for a _______, how likely wouldyou be to recommend us?...Extremely likelyNot at all likely...* For employees, how likely would you be to recommend us as a place to work to a friend?
Discussion point36What to Monitor• Organisation name• Trademarks• Key personnel• Sector issues• Key competitors / partnersDiscussion PointIdentify top 10 Google Alerts for yourorganisation and explain why you chosethem...
Summary37• Your ‘reputation’ is what other people think and say about you; a collectiverepresentation of multiple constituencies images of a company built up over time• Your reputation matters to your orgnaisation’s success; those with the strongestreputation grow twice as fast as the competitor average• Online reputation management is the practice of understanding and inﬂuencing anindividuals or organisation’s reputation• Reputations cannot be manufactured; they are largely an effect of the quality ofexperience you deliver• Three solutions for online reputation management, delivering reputation-buildingservices online, managing visibility, fast and helpful crisis communications• Reputation can be simply monitored using ‘propensity to recommend’ (NPS) usingsoftware, including Google Alerts
Social media is realtime media ideal for crisis situationswhen people need clear information fast40
Reputational damage often comes not from the crisis itselfbut inadequate provision of timely and helpful information41
Reputational damage often comes not from the crisis itselfbut inadequate provision of timely and helpful information42Reputational damage can be limited during acrisis by using social media to provide a usefuland timely information service
Discussion point43Discussion PointCan you think of a possible crisis scenario duringwhich it would be helpful to provide a realtimeinformation service online to help thoseconcerned?
But social media can also precipitate reputational crises44
But social media can also precipitate reputational crises45
A realworld JET - Just Enough Technology - solution46
Three key tools47Wordpress ‘blog’ as communication hubTwitter feed for quick updates YouTube channel for executive interviews
Four point plan481. Manage Issues 2. Plan & Prevent3. Crisis Response 4. Post-Crisis Response
49Issues management with social media1. Assign resources – human, economic and technological – to online issuesmanagement. Consider whether an external agency or service can be of help2. Draw up a list of potential issues and risks faced by your organisation and prioritisefocus based on probability of occurrence x potential impact3. Establish an efﬁcient online monitoring alert system; set up alerts for key issues,and key issues with your organisation mentioned4. Map online inﬂuencers using Google searches (web, blog, news) and Twittersearch to identify key inﬂuencers (journalists, bloggers, forum hosts, activists)around sector issues5. Consider starting a corporate blog to discuss issues in the spirit of honesty andtrasparency, and engage with online inﬂuencers by commenting on their content6. Draw up online communication guidelines for staff, who can publish what, whenand how online7. Train the team on communicating online (realtime, human, transparent, multimedia)
50Issues management with social mediaAssess themessageEvaluate thepurposeDo you wantto respondTake reasonableaction to ﬁx issueand let customerknow action takenNo responseUnhappycustomer?Are the factscorrect?Dedicatedcomplainer?Comedianwant-to-be?Are the factscorrect?Is the problembeing ﬁxed?Does customerneed/deservemore info?Gently correct thefactsExplain what isbeing done tocorrect the issueLet content standand monitorThank thepersonRespond inkind and shareCan you addvalue?NoYesNoNegativePositiveYesNoNoYesYesNoYesNoNoYesThird Party ContentIf, when and how to respond tonegative content online...Adapted from the US Army
51Planning and prevention with social media1. Consider developing your crisis manual online: it is easier to update and maintainthan hard-copy, and it offers the possibility to include links to multiple sources ofinformation and databases2. Put together 24/7 rapid response crisis communications team, share contact info.,assign responsibilities; overall, internal communication, external communication3. Decide who will be able to publish what, where and how during a crisis, and getsign-off4. Create hidden or ‘dark’ blog on your website to be used in case of a crisis, andget sign-off for Google advertising to promote it if it goes live5. Register top negative domain names CompanyNameSucks.com,CompanyNameFail.com, SueCompanyName.com, CompanyNameDisaster.com6. Evaluate in-house capabilities to develop graphic, video, and audio ﬁles that couldbe quickly distributed online - partner with a third party if necessary7. Test the plan: Scramble your rapid response communications team out of hours atleast once a year and run an extending training scenario
52Crisis response using social media1. Scramble your Rapid Response Crisis Communications team, and alert seniormanagement to the crisis that is unfolding2. Go public as soon as possible by making your crisis blog live and visible with latestinformation, updates and instructions; promote with Google Ads• Place obvious link to your crisis blog on home page, keep information true,helpful and brief, explain how you are resolving the situation, respond tolegitimate questions honestly - this is not the time for spin. Acknowledge theemotional dimension of the situation “We understand/realise this is frustrating,confusing...” Get CEO to personally address visitors to your crisis blog (post,video post). Provide links to independant reputable third-party sites covering theissue. Update crisis blog regularly, at least every hour in acute phase of crisis,conﬁrming when the next update will come3. Update staff on the situation, and on any changes to traditional and onlinecommunications during the crisis4. Reach out to key online contacts (bloggers, journalists, page/forum moderators)by email and text with a personal message and a latest update, pointing them toyour crisis blog
53Post-crisis response using social media1. Continue monitoring mentions of the event through online media monitoring,during the months – and even years – to come2. Thank those who helped the organisation during the crisis on your blog, Twitterfeed and YouTube channel. And thank your custemers for their loyalty3. Update the orgnaisation’s online properties appropriately, editing or updating anylegacy content4. Conduct an audit of what happened and how the organisation responded, so thatthe crisis plan and can be properly adapted.5. Pay particular attention to monitoring your reputational health (e.g. NPS) post-crisis
56Your reputation is what Google says it is...
"Google is not a search engine. Google is a reputation-management system...” Clive Thompson - Wired57
Online reputation management basics:What works 2...Managing visibility58All you need to know about SEOGoogle loves......social media...inbound links...fresh content...stuﬀ people search forFree software automatically optimises yourcontent for Google (All-in-one-SEO)
59You can’t stop Google reporting negative content, but youcan inﬂuence where it reports it...1 2 3 4 5 6 7 8 9 10 Next
1. Increase visibility of company-published materials insearch engines to push down negative content60everything(website archive)video(YouTube)links/images(Twitter)documents(Slideshare)facts(Wikipedia)Uploading company-published materialAds, reports, annual reports, guides...
2. Publishing original and compelling positive contentonline, to outperform negative results in a search61Themed Content Hub (e.g. Blog on Industry Trends & Issues)Reports, Guides,EbooksLinks, ImagesInterviews,Events, Shows
Discussion point62Discussion PointCan you think of two themes for themed blogs youcould run that would interest key stakeholders?What text, video, and image content could youoﬀer?
2. Publishing original positive content online, tooutperform negative results in a search63Thought Leadership Blog on Industry Trends & Issues• Pick a relevent topic that people ﬁnd interesting/search for (Google Trafﬁc Estimator)• Focus, focus, focus - choose a theme and stick with it• Adopt a human, personable style• Don’t simply offer facts, offer an interpretation/point of view• Make sure what you share is worth sharing• Use words and language people use to search (Google auto-complete/Adwords)• Lead with the headline - draw people in• Use snappy section titles• Keep content bite-sized (500 words max/2 min video)• For SEO (search engine optimisation) use an automatic plugin (e.g. All-in-one-SEO)• Keep sentences and paragraphs short• Use images and video (hosted externally on YouTube)• Avoid Flash (Google can’t read it)Google-friendly and human-friendly content creation
3. Actively managing entries on Wikipedia, the world’sencyclopedia64
3. Actively managing entries on Wikipedia, the world’sencyclopedia65Wikipedia management guidelines1 Register an account2 Learn the ﬁve pillarsI Wikipedia is an encyclopediaII Wikipedia is written from a neutral point of viewIII Wikipedia is free content than anyone can edit, use, modify and IV distributeV Editior should interest with each other in a respectful and civil manner3 Be bold, but not reckless4 Know your audience5 Do not infringe copyright6 Cite, cite, cite7 Avoid shameless self-promotion8 Share your expertise, but dont argue from authority9 Write neutrally and with due weight
4. Submitting news stories to authoritative websites inorder to promote presence and supress negative content66
5. Organising, as required, legal take-down ‘cease-and-desist’ requests for libelous content67
6. Working to achieve mentions of the organisation inthird-party sites that rank highly in Google68Guest PostsInterviewsSpecial Reports‘Exclusives’Ads for CoverageInvitationsLunch ‘Brieﬁngs’
7. “Astroturﬁng” third-party websites to place positivecomments or lash out against negative ones69
8. Proactively offering free products and services toprominent commentators and reviewers70
9. Proactively responding to public criticism stemmingfrom recent changes or events71
10. Using social media as a channel for reputation-building service delivery72
Discussion point73Discussion PointWhich are your top 3 of these 10 contentmarketing solutions for generating visibility withsocial media? Why?
Discussion point101Discussion PointWhat service could you oﬀer that’s worthrecommending using social media?
Summary: Social as a Service102Real Reputation Management with Social Media1. Help people use their social intelligence2. Help people make recommendations3. Deliver helpful services worth recommending
Summary: Social as a Service103Real Reputation Management with Social Media1. Help people use their social intelligence2. Help people make recommendations3. Deliver helpful services worth recommending“Our reputationmangementstrategy issimple; it’shappy clientstalking”
Summary: 10 ways to build reputation by helping peoplewith social media powered services...1041. Put stars everywhere2. Own a star system3. Be a star system4. Take a bite out of Apple5. Make everything sharable6. Host a hub7. Reward referrals8. Realign marketing9. Tango with Tuangou10. Don’t tell Stories, Be the Story