How to do Reputation Marketing
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Dig into the discipline of reputation marketing and strategy. Rhea will show you what the role of a reputation marketer looks like, what analytics to track, and why everyone should be investing in their organization’s reputation to diversify and reduce marketing spend and other high business costs. Presented at MozCon 2016 in Seattle.
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How to do Reputation Marketing
- 1. O u t s p o k e n M e d i a @ r h e a H o w t o D o R e p u t a t i o n M a r k e t i n g
- 4. “7% of employees said they thought their agency was exceeding their client’s expectations for digital work.” - State of Advertising Talent Report from Smith & Beta http://www.campaignlive.com/article/agency-workers-dont-think-digital-skills-snuff-survey-says/1407099 #MozCon
- 6. Reputation marketing is not reviews management. #MozCon
- 7. Reputation marketing is what happens when you consistently exceed stakeholder expectations. #MozCon
- 9. reputation marketing [rep-yuh-tey-shuh n mahr-ki-ting] noun 1. the action or business of cultivating and promoting a positive reputation. #MozCon
- 10. Vs. #MozCon
- 11. One study claimed Hermès bags are a better investment than the stock market or gold. #MozCon
- 12. Investment Type Average Annual Returns 1980 - 2015 Highest Annual Returns in this Period Lowest Annual Returns in this Period S&P 500 11.66% nominal; 8.65% real 37.20% -36.55% Gold 1.9% 14.3% -7.9% Hermes Birkin Bags 14.2% 25% 2.1%https://baghunter.com/pages/hermes-birkin-values-research-study #MozCon
- 13. #MozCon
- 14. Origin Stories Founded in 1837 Paris, France Established as a harness and bridle workshop for carriages, then introduced saddlery and saddlery bags. Founded in 1941 New York, New York Established as a wallets and billfolds workshop. Hermès Coach #MozCon
- 15. The Numbers Market cap: $36.4 billion Sales: $5.37 billion Employees: 12,244 Market cap: $11.2 billion Sales: $4.24 billion Employees: 15,800 Hermès Coach #MozCon
- 16. What makes a GREAT REPUTATION? #MozCon
- 17. Reputation is an expectation of future behavior based on past experiences. #MozCon
- 18. We expect: #MozCon We do not expect: NPS 9-10 NPS 7-8 NPS 1-6
- 19. Great reputations are grown through consistency, dedication to your mission, and the element of… #MozCon
- 21. “surprised consumers [by negative news] are twice as likely to stop buying the product as they are to continue buying it. ” http://webershandwick.asia/research-multi-brand-spotlight/ #MozCon
- 22. What would happen if we intentionally cultivated and promoted positive surprises? #MozCon
- 24. “seven in 10 consumers (69%) say they frequently or regularly discuss how they feel about a product they bought.” http://webershandwick.asia/research-multi-brand-spotlight/ #MozCon
- 30. “while Gen Z is inclined to participate in the brand experience, they’ll only do it when they respect the brand.” https://contently.com/strategist/2016/06/30/5-things-marketers-need-to-know-gen-z/ #MozCon
- 32. Brands create impressions that make you think or feel something. #MozCon
- 33. Reputations make you act based on experience. #MozCon
- 34. Brand recognition does not mean engagement. #MozCon
- 35. The Marketing Matrix THE BRAND / REPUTATION QUADRANT #MozCon
- 36. #MozCon BRAND MATTERS BRAND MATTERS LESS
- 38. #MozCon BRAND MATTERS BRAND MATTERS LESS REPUTATION MATTERSREPUTATION MATTERS LESS
- 39. #MozCon BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
- 40. #MozCon BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
- 41. #MozCon BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
- 42. #MozCon BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
- 43. #MozCon BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
- 46. Brand equity Price premium Market cap Stock price Profit Risk manager Brand voice Traffic Sales Sentiment Revenue Growth marketer FINANCE MARKETING Reputation KPIs across departments #MozCon
- 47. market value - tangible assets = reputation #MozCon
- 48. 3 Ways to Get Started #MozCon
- 49. Develop your own REPUTATION SCORE #MozCon
- 50. #MozCon
- 51. Compile from relevant departments & activities - Net Promoter Score - Closed help tickets - Customer service calls - Blog & social comments - Community mentions - Employee reviews - Exit interviews - Stock performance - CAPS rating - CEO approval rating - Retention rate - Cost per acquisition - Customer reviews - News mentions #MozCon
- 52. Client Reputation Score – 67% #MozCon
- 53. Track your mentions by SENTIMENT + TYPE #MozCon
- 54. #MozCon 0 5 10 15 20 25 30 35 40 2012 2014 2015 2016 Blog Comment Sentiment Analysis by Year Negative Neutral Positive
- 55. #MozCon Split into Comment Type
- 56. Adopt a process that communicates feedback enterprise-wide. #MozCon
- 57. The UX team needed to know: #MozCon 28% of comments in Q2 were looking for this link!
- 58. While waiting for the update, we created a walkthrough video and replied to every commenter personally with details on how to apply next time. #MozCon
- 60. #MozCon Geico’s iTunes reviews: “…I’ve been able to get a quote, add the vehicle, and fax proof of insurance to the dealership (and now leave a full review) all while the guy is doing our paperwork.”
- 61. Improve employee happiness and retention by sharing good feedback with them! #MozCon
- 62. Audit your ABOUT PAGE & CONTENT (for your mission & values) #MozCon
- 63. #MozCon Online magazine for X Content on A, not just B Content written for X by X ✓ 𝘟 𝘟
- 64. #MozCon Jan 2016 Mar 2016 Apr 2016 Feb 2016 Goal #1! Improved processes Goal #2! Hired internal team Start Focused on mission Restructured editorial & new growth opps
- 66. #MozCon
- 67. #MozCon
- 68. #MozCon
- 69. #MozCon
- 74. You should be optimizing for reputation. #MozCon
- 75. How to Start a Reputation Gap Analysis #MozCon
- 76. Start with the data you have access to. #MozCon
- 77. #MozCon 0 2000 4000 6000 8000 10000 12000 1st Page Non-Branded Organic Local Monthly Search Volume July 2016 (to homepage & service pages)
- 79. Track trends over time. #MozCon
- 80. #MozCon 0 2000 4000 6000 8000 10000 12000 14000 16000 1st Page Non-Branded Organic Local Monthly Search Volume Jun vs Aug 2016 (to homepage & service pages)
- 82. Go higher and put your data in context. #MozCon
- 83. #MozCon 0 10000 20000 30000 40000 50000 60000 Non-Branded Organic Local Monthly Search Volume (to all content)
- 84. Huh. We could be investing in more informational content, events, & resources. #MozCon
- 85. Zoom up and follow the trail, not a process. #MozCon
- 86. #MozCon 0 200000 400000 600000 800000 1000000 1200000 Organic Local Monthly Search Volume (to all content)
- 87. Wow. We don’t have a visible brand. #MozCon
- 90. #MozCon
- 91. We usually think of reputation loss as a singular event versus slow loss over time. #MozCon @Rhea
- 92. #MozCon @Rhea 92
- 93. “Lochte, with a reported, endorsement- driven net worth of $6.2 million, lost all major sponsors — Speedo, Ralph Lauren, Airweave and Syneron Candela…” http://www.seattletimes.com/sports/olympics/hope-solo-or-ryan-lochte-whose-earning- potential-was-damaged-more-during-olympics/ #MozCon
- 94. Develop consistency & COACH SURPRISE #strategyseries @Rhea 94
- 98. Making a reservation: “Are you celebrating something tonight?” #MozCon
- 99. When you’re seated: “What brings you out today?” #MozCon
- 104. Premium products and services are defined by reputation.
- 106. “corporate reputation accounts for approximately 60% of a company’s market value...” http://webershandwick.asia/research-multi-brand-spotlight/ #MozCon
- 107. #MozCon
- 109. Are you a friend of reputation marketing? rhea@outspokenmedia.com #MozCon
- 111. R H E A D R Y S D A L E O u t s p o k e n M e d i a @ r h e a
Editor's Notes
- Hermes has 3.25 times more market cap. Hermes has 1.27 times sales Coach has 1.29 times more employees
- This allowed leadership to hire an internal team, restructure editorial, develop exciting new partnerships, and improve overall efficiency and competency with process, quality, and vision.