reputation management and social media

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Reputation Management & Social Media A no-nonsense guide to reputation management and social media

Dr Paul MarsdenSocial PsychologistSocial Media Strategyhttp://viralculture.com

http://viralculture.com




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“If you lose money for the firm I will be understanding. If you lose reputation I will be ruthless.” Warren Buffet

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“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.”Warren Buffet

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Dr Paul MarsdenPsychologist

Reputation Manager

How can I help make today better for you?

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About You

What interests you about this course?What experience do you have already?

What do you want to take away?

What we’ll cover today....

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• Understanding the mechanisms through which content and search define your organisation’s reputation

• Designing monitoring systems to deliver intelligence about your reputation in social media

• Influencing what Google says about you including the science of Search Engine Optimisation (SEO)

• Creating engaging Web content designed to catch the attention of Google, including online news releases

• Design a content strategy for your organisation

Reputation management with social media

‘JET’ approach: Just Enough Technology

Online reputation management:What are you already doing?

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1. Increasing visibility of company-published materials in search engines to push down negative content

2. Publishing original positive content online, to outperform negative results in a search

3. Actively managing entries on Wikipedia, the world’s encyclopedia

4. Submitting news stories to authoritative websites in order to promote presence and supress negative content

5. Organising, as required, legal take-down ‘cease-and-desist’ requests for libelous content

6. Working to achieve mentions of the organisation in third-party sites that rank highly in Google

7. “Astroturfing” third-party websites to engineer and place positive comments or lash out against negative ones*

8. Proactively offering free products and services to prominent commentators and reviewers

9. Proactively responding to public criticism stemming from recent changes

10.Using social media as a channel for reputation-building service delivery

* Controversial

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Your reputation is what people say about you when you leave the room...

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Reputation: (n) 1. The beliefs or opinions that are generally held about someone or something. 2 A widespread belief that someone or something has a particular

characteristic

Oxford English Dictionary

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Reputation: (n) Collective representation of multiple constituencies images of a company

built up over time

Business Definition

Argenti, P., and J. Forman (2002). The power of corporate communications: Crafting the voice and image of your business, McGraw-Hill, New York

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IMAGEIDENTITY vswhat you say about yourself

‘self presentation’what others say about you‘collective representation’

Reputation Management

Business case for reputation management: Reputation leaders grow 2x as fast as competitors

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On a 10 point reputation scale, 1 point difference is worth $500m for large corporations

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Black, 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 management

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0%

25%

50%

75%

100%94%

90%89%

86%86%

83%

76%

71%

USCanada

UKBelgium

FranceItaly

NetherlandsGermany

Kitchen, 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 achieving corporate objectives

Reputation management simply defined

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Reputation management is the practice of understanding and influencing an individual's or

organisation’s reputation

http://en.wikipedia.org/wiki/Reputation_management

http://en.wikipedia.org/wiki/Reputation




Online reputation management simply defined

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Online reputation management is the practice of understanding and influencing an individual's or organisation’s reputation using online tools



Online reputation management basics: Can reputation really be managed?

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“Attempting to manage one’s reputation might be likened to trying to manage one’s own

popularity (a rather awkward, superficial and potentially 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...

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social responsibility

reputation

$

industry relations

reputation

$

corporate advertising

reputation

$


Online reputation management basics: What doesn’t work: Valueless social spam

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Online reputation management basics: What doesn’t work: Online PR stunts

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Online reputation management basics: What doesn’t work: Online PR stunts

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Online reputation management basics: What works 1: Expectation-beating experiences

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Reputation Management Basics: What works 1: Expectation-beating experiences

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80% of variation in reputation is accounted for by the degree experience beats expectations

Weber Shandwick Research 2009

“Be obsessed with your product or service: Nothing comes close to superior product quality in influencing the way people feel about your

organisation.”


Online reputation management basics: Delivering digital value with digital services

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Reputation Management = Experience Management

Online reputation management basics: Delivering digital value with digital services

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Online reputation management basics: Delivering value with digital services

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Online reputation management basics: What works 2...Managing visibility

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how do you hide a body?

Reputation management basics: What works 2...Managing visibility

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how do you hide a body?

Place it on page 2 of Google


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G!!"#$ #!v$% %!&'(# )$*'(


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G!!"#$ #!v$% %!&'(# )$*'(

Social media: Any online media that supports social interaction and user contributions


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everything(website archive)

video(YouTube)

links/images(Twitter)

documents(Slideshare)

facts(Wikipedia)

Uploading company-published materialAds, reports, annual reports, guides...

Online reputation management basics: What works 3... Real-time information service (crises)

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Reputation management basics: Reputation monitoring: “Would you recommend us...?”

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% - %

Reputation=

“Net Promoter Score”

Reputation management basics: Reputation monitoring: “Would you recommend us...?”

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0 1 2 3 4 5 6 7 8 9 10

If a friend or colleague was looking for a _______, how likely would you 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?

Reputation management basics: Monitoring reputation online

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website popup / online survey online sentiment monitoring software

reac

h of

men

tions

Net sentiment (positive - negative mentions)

Google Alerts

Discussion point

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What to Monitor• Organisation name• Trademarks• Key personnel• Sector issues• Key competitors / partners

Discussion Point

Identify top 10 Google Alerts for your organisation and explain why you chose

them...

Summary

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• Your ‘reputation’ is what other people think and say about you; a collective representation of multiple constituencies images of a company built up over time

• Your reputation matters to your orgnaisation’s success; those with the strongest reputation grow twice as fast as the competitor average

• Online reputation management is the practice of understanding and influencing an individual's or organisation’s reputation

• Reputations cannot be manufactured; they are largely an effect of the quality of experience you deliver

• Three solutions for online reputation management, delivering reputation-building services online, managing visibility, fast and helpful crisis communications

• Reputation can be simply monitored using ‘propensity to recommend’ (NPS) using software, including Google Alerts

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BREAK

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Managing reputation online during crises

Social media is realtime media ideal for crisis situations when people need clear information fast

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Reputational damage often comes not from the crisis itself but inadequate provision of timely and helpful information

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Reputational damage often comes not from the crisis itself but inadequate provision of timely and helpful information

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Reputational damage can be limited during a crisis by using social media to provide a useful

and timely information service

Discussion point

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Twitter feed for quick updates

Discussion Point

Can you think of a possible crisis scenario during which it would be helpful to provide a realtime

information service online to help those concerned?

But social media can also precipitate reputational crises

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But social media can also precipitate reputational crises

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A realworld JET - Just Enough Technology - solution

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Three key tools

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Wordpress ‘blog’ as communication hub



YouTube channel for executive interviews

Four point plan

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1. Manage Issues 2. Plan & Prevent

3. Crisis Response 4. Post-Crisis Response

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Issues management with social media

1. Assign resources – human, economic and technological – to online issues management. Consider whether an external agency or service can be of help

2. Draw up a list of potential issues and risks faced by your organisation and prioritise focus based on probability of occurrence x potential impact

3. Establish an efficient online monitoring alert system; set up alerts for key issues, and key issues with your organisation mentioned

4. Map online influencers using Google searches (web, blog, news) and Twitter search to identify key influencers (journalists, bloggers, forum hosts, activists) around sector issues

5. Consider starting a corporate blog to discuss issues in the spirit of honesty and trasparency, and engage with online influencers by commenting on their content

6. Draw up online communication guidelines for staff, who can publish what, when and how online

7. Train the team on communicating online (realtime, human, transparent, multimedia)

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Issues management with social media

Assess the message

Evaluate the purpose

Do you want to respond

Take reasonable action to fix issue and let customer

know action taken

No response Unhappy customer?

Are the facts correct?

Dedicated complainer?

Comedian want-to-be?

Are the facts correct?

Is the problem being fixed?

Does customer need/deserve

more info?

Gently correct the facts

Explain what is being done to

correct the issue

Let content stand and monitor

Thank the person

Respond in kind and share

Can you add value?

NoYes

No

NegativePositiveYes

No

No

Yes

Yes

NoYes

No

No

Yes

Third Party Content

If, when and how to respond to negative content online...

Adapted from the US Army

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Planning and prevention with social media1. Consider developing your crisis manual online: it is easier to update and maintain

than hard-copy, and it offers the possibility to include links to multiple sources of information and databases

2. Put together 24/7 rapid response crisis communications team, share contact info., assign responsibilities; overall, internal communication, external communication

3. Decide who will be able to publish what, where and how during a crisis, and get sign-off

4. Create hidden or ‘dark’ blog on your website to be used in case of a crisis, and get sign-off for Google advertising to promote it if it goes live

5. Register top negative domain names CompanyNameSucks.com, CompanyNameFail.com, SueCompanyName.com, CompanyNameDisaster.com

6. Evaluate in-house capabilities to develop graphic, video, and audio files that could be quickly distributed online - partner with a third party if necessary

7. Test the plan: Scramble your rapid response communications team out of hours at least once a year and run an extending training scenario

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Crisis response using social media1. Scramble your Rapid Response Crisis Communications team, and alert senior

management to the crisis that is unfolding2. Go public as soon as possible by making your crisis blog live and visible with latest

information, 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 to legitimate questions honestly - this is not the time for spin. Acknowledge the emotional 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 the issue. Update crisis blog regularly, at least every hour in acute phase of crisis, confirming when the next update will come

3. Update staff on the situation, and on any changes to traditional and online communications during the crisis

4. 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 to your crisis blog

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Post-crisis response using social media

1. Continue monitoring mentions of the event through online media monitoring, during the months – and even years – to come

2. Thank those who helped the organisation during the crisis on your blog, Twitter feed and YouTube channel. And thank your custemers for their loyalty

3. Update the orgnaisation’s online properties appropriately, editing or updating any legacy content

4. Conduct an audit of what happened and how the organisation responded, so that the crisis plan and can be properly adapted.

5. Pay particular attention to monitoring your reputational health (e.g. NPS) post-crisis

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BREAK

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Managing visibility online

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Your reputation is what Google says it is...

"Google is not a search engine. Google is a reputation-management system...” Clive Thompson - Wired

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All you need to know about SEO

Google loves......social media...inbound links...fresh content...stuff people search for

Free software automatically optimises your content for Google (All-in-one-SEO)

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You can’t stop Google reporting negative content, but you can influence where it reports it...

1 2 3 4 5 6 7 8 9 10 Next

1. Increase visibility of company-published materials in search engines to push down negative content

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everything(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 content online, to outperform negative results in a search

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Themed Content Hub (e.g. Blog on Industry Trends & Issues)

Reports, Guides, EbooksLinks, Images

Interviews, Events, Shows

Discussion point

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Discussion Point

Can you think of two themes for themed blogs you could run that would interest key stakeholders? What text, video, and image content could you

offer?

2. Publishing original positive content online, to outperform negative results in a search

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Thought 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


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Wikipedia management guidelines

1 Register an account2 Learn the five pillars

I 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 manner

3 Be bold, but not reckless4 Know your audience5 Do not infringe copyright6 Cite, cite, cite7 Avoid shameless self-promotion8 Share your expertise, but don't argue from authority9 Write neutrally and with due weight

4. Submitting news stories to authoritative websites in order to promote presence and supress negative content

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5. Organising, as required, legal take-down ‘cease-and-desist’ requests for libelous content

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6. Working to achieve mentions of the organisation in third-party sites that rank highly in Google

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Guest Posts

Interviews

Special Reports

‘Exclusives’

Ads for Coverage

Invitations

Lunch ‘Briefings’

7. “Astroturfing” third-party websites to place positive comments or lash out against negative ones

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8. Proactively offering free products and services to prominent commentators and reviewers

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9. Proactively responding to public criticism stemming from recent changes or events

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10. Using social media as a channel for reputation-building service delivery

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Discussion point

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Discussion Point

Which are your top 3 of these 10 content marketing solutions for generating visibility with

social media? Why?

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BREAK

Using social media as a channel for reputation-building service delivery

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Let’s start with a quick intelligence test...

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Ben Tim

Which box will Tim open to play with the bricks?

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Ben Tim

Congratulations, you passed the TOM intelligence test!

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2. You are more than 5 years old

1. You are not a Zombie! (consciousness)

3. You are ‘socially intelligent’!

Social intelligence

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“A wise man learns from the experience of others, a fool by his own”

Ψ Social Intelligence: Ability to understand and learn from each other and profit from social situations

Q: How can we build reputation with social media? A: By helping people use their social intelligence

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Social-as-a-Service

Helping people use their social intelligence

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10 Ways to Build Reputation with Social Media* Action not Talk

* Online media that supports social interaction and user contributions

1. Put stars everywhere...

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2. Own a star system...

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3. Be a star system...

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4. Take a bite out of Apple...

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Promoter Experience Management

4. Take a bite out of Apple... ‘PXM’

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Promoter Experience Management

$2446

$1927

Total Promoter ValueSales Value

Referral Value

$4373

5. Make everything shareable

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28 149 82 32

‘Owned’ Media

‘Earned’ Social Media

6. Host a hub

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7. Reward referrals

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$31,500 $486,090

Kumar, Petersen, and Leone. "How Valuable Is Word of Mouth? ." Harvard Business Review (2007)

8. Realign marketing... with reasons-to-recommend

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40% of your Promoters Haven’t Recommended

8. Realign marketing... with reasons-to-recommend

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40% of your Promoters Haven’t Recommended

Wendell Wilkie (R)Franklin D Roosevelt (D)

9. Tango with Tuangou

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9. Tango with Tuangou

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10. Don’t tell stories, Be the story

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Discussion point

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Discussion Point

What service could you offer that’s worth recommending using social media?

Summary: Social as a Service

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Real Reputation Management with Social Media

1. Help people use their social intelligence2. Help people make recommendations

3. Deliver helpful services worth recommending

Summary: Social as a Service

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Real Reputation Management with Social Media

1. Help people use their social intelligence2. Help people make recommendations

3. Deliver helpful services worth recommending

“Our reputation mangement strategy is simple; it’s

happy clients talking”

Summary: 10 ways to build reputation by helping people with social media powered services...

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1. Put stars everywhere2. Own a star system3. Be a star system4. Take a bite out of Apple5. Make everything sharable

6. Host a hub7. Reward referrals8. Realign marketing9. Tango with Tuangou10. Don’t tell Stories, Be the Story

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WRAP UP

Three things...

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• Manage visibility• Real-time information service (during crises)• Social-as-a-Service


Your top 3 take-outs from today...

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• ...• ...• ...
