reputation management at internet speed
DESCRIPTION
Presentation at the Public Relations Institute of Ireland annual conference in Dublin, April 26, 2012. #priiconf12 Original PowerPoint 2010 deck available on request.TRANSCRIPT
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Reputation Management
at Internet Speed
Neville Hobson, ABC
Dublin: April 26, 2012
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www.nevillehobson.com
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Meanings
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Social Media is…
• Disruptive challenging established orders, hierarchies and cultures
• About people what they do with technology tools
• About change connecting with changes in society, the marketplace, the workplace
• About calculating risk to enable people to confidently engage in the new landscape
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Anyone with an opinion and an internet connection can influence someone else about the things you care
about, eg, your reputation.
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You cannot control it
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It affects organizations…
…and the guilty…
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…the life in the fast laners…
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…the careless…
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…and the innocent
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Crisis and Reputation
1. Everything happens at internet speed
− What we used to call “lightning speed”
2. People demand – and expect – absolute
transparency
3. How you say it is as important as what
you say
− The medium is often the message
4. Your critics have the same tools as you
and your champions
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Speed is of the essence
• Take immediate effective action to stop an
issue becoming a crisis
− “Issue management” is so much easier than
“crisis management”
• Look to your communities
− Online and offline
− Your “nurturing years” will now pay off
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Remember the good old days?
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http://www.breakingtravelnews.com/news/article/coast-chief-falls-on-sword-following-concordia-disaster/
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http
://en.w
ikip
edia
.org
/wik
i/Th
e_S
cre
am
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Investing in “Internal Social
Readiness”
• Vision and leadership drive accountability
towards business goals
• Trained employees reduce potential risk
• Increased preparedness for social media
crises
• A consistent brand experience for
customers
• Enablement increases ability to scale http://www.web-strategist.com/blog/2011/08/31/report-social-media-crises-on-rise-be-prepared-by-climbing-the-social-business-hierarchy-of-needs/
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Investing in “Internal Social
Readiness”
http://www.web-strategist.com/blog/2011/08/31/report-social-media-crises-on-rise-be-prepared-by-climbing-the-social-business-hierarchy-of-needs/
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What You Need to Know
1. Know – with precision – who the influencers and opinion-leaders are
2. Know your “share of conversation” vs “share of voice”
3. Know where conversations are occurring that matter
4. Know how news is shared and by whom
5. Know of issues before they become mainstream
6. Know the right keywords that drive search
7. Know who to follow or friend
8. Know what content your customers care about
9. Know who is defining your brand, pro or con
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There Are a Lot of Tools… Monitoring
Tactical Strategic
Listening
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Key: Integrated Communication
• Social media is not
stand-alone or a
separate activity
• Long-term activity and
resource commitment
• Integral to your
reputation engagement
and management mix
• Integral to the success
of your business
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What Can You Do?
Right
Now?
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Calculate risk
1. Recognize change
− Society
− Behaviours
− Your landscape
2. Make a deal with your employees to eliminate
FUD
3. Know who your advocates and detractors are
4. Listen
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Start Here
http://jwsokol.com/scc/tag/listen/
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Worth reading
http://eu.wiley.com/WileyCDA/WileyTitle/productCd-1119963230.html http://www.amazon.co.uk/FAIL-Greatest-Social-Screw-Ups-
ebook/dp/B007FD0J56/ref=sr_1_1?ie=UTF8&qid=1335275577&sr=8-1
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Thank You
This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0
License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/
The original PowerPoint version of this presentation deck is available on request.