22 JUNE 2010 IAB: REPUTATION MANAGEMENT

BEST NEW CONSULTANCY PR WEEK AWARDS 2009

A SHIFT IN TRUST SOCIAL MEDIA EXPLAINED

Leaders

Elders

Experts

Celebrities

Alternative opinions

Friends and family

The man on the street

The Age of Deference The Age of Reference

The man on the street

Friends and family

Alternative opinions

Celebrities

Est. authorities

Elders

Leaders

Most trustedsource

Least trustedsource

Source: Admap * Sept 2003

EDELMAN TRUST BAROMETER SOCIAL MEDIA EXPLAINED

35% TRUST TV NEWS

37%TRUST THIER FRIENDS AND PEERS

34% TRUST NATIONAL NEWSPAPERS

WHY HAVE THE RULES CHANGED? THE NEW RULES OF PR

BRAND

MED

IA

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WHY HAVE THE RULES CHANGED? THE NEW RULES OF PR

BRAND

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MEDIA

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WHY HAVE THE RULES CHANGED? THE NEW RULES OF PR

“The internet has made public relations public again. Mainstream media still key, but no longer exclusively so. Social Media in all its forms now allows organisations to communicate directly with their key audiences.”

REPUTATION MANAGEMENT TODAY THE NEW RULES OF PR

Traditional media

Search Social media

Reputation management sits here

HOW HAS SOCIAL MEDIA SHIFTED THE RULES? THE NEW RULES OF PR

Reputation Platforms

Media

Customers

Employees

Analysts

Community

RegulatorsSocial M

edia

SPEED

REACH

CREDIBILITY

PERMANENCE

CASE STUDY: THE NEW RULES IN PRACTICE THE NEW RULES OF PR

Vs.

CASE STUDY: THE NEW RULES IN PRACTICE THE NEW RULES OF PR

CASE STUDY: THE NEW RULES IN PRACTICE THE NEW RULES OF PR

WHY DOES SOCIAL MEDIA MATTER? THE NEW RULES OF PR

SPEED

REACH

CREDIBILITY

PERMENANCE

Social Media content can appear on search results within minutes

7bn searches a month. Consumers primed and looking for information on your brand. Opinions are VIRAL

Trust in Peer-to-Peer communication is high and comparable to traditional media

Once indexed Google content exists forever. Popular content will remain high in search rankings

THE OLD RULES THE NEW RULES OF PR

• The only way to ‘build awareness’ was through the media

• Companies communicated to journalists via press releases

• Companies had to have significant news before being allowed to write a press release

• Jargon was okay because the target media all understood it

• PR effectiveness was measured by the thickness of the clipping book

• PR, marketing, advertising were separate disciplines run by different people with separate goals, strategies and measurement

THE NEW RULES THE NEW RULES OF PR

• PR is moving beyond just a mainstream media audience

• You are what you publish – PR departments are content producers not just content facilitators

• People want authenticity, not spin - participation, not propaganda

• One way interruption marketing replaced with delivering content at the precise moment your audience needs it

• Mainstream masses to mass-niches

• Online, the divisions between PR and marketing are increasingly blurred

• Integration across marketing channels is no longer an optional extra but a necessity

STAKEHOLDER RELATIONS PROTECTING YOUR BRAND ONLINE

• Virgin Atlantic sacks 13 crew members in October 2008

• The employees had posted messages on a Facebook group:• Mocking passengers• Calling planes “old bangers”• Revealing cockroach infestations• Alleging engine maintenance issues

• The Facebook group quickly spiralled into national media controversy

PR WEEK SOCIAL MEDIA MASTERCLASS PROTECTING YOUR BRAND ONLINE

• The following month British Airways faced a similar mainstream media crisis

• British Airways staff at Gatwick Airport had posted messages on a Facebook group:• Branding the £4bn T5 at Heathrow a ‘disaster’• Called passengers ‘smelly and annoying’• Mocked high-value US passengers’ accents

• The Facebook group quickly spiralled into national media controversy, causing British Airways’ reputation more damage it could hardly afford

INFLUENCER LANDSCAPE PROTECTING YOUR BRAND ONLINE

What’s your digital footprint?

• Audits generate huge amounts of brand intelligence

• It is a snapshot of activity, and only through ongoing monitoring can you identify which blogs, groups or forums are the most influential and identify how they connect to each other and the mainstream media

• Identify and track over time to inform and shape your communications strategy

SENTIMENTING PROTECTING YOUR BRAND ONLINE

Artificial vs. Human Intelligence

• Effective monitoring involves the use of some automated software tools

• But there is no solution that can effectively analyse the complexities and subtleties of human conversations

• Expert analysis by communications professionals is still needed to accurately assess tone, identify and flag potential issues early, and extract real actionable insight

CAMPAIGN DESIGN – THE CYCLE THE NEW RULES OF PR

Listen (ongoing)

Develop social media

messages

Engage and respond

Measure

Audit