18 February 2009

Ged Carroll, Head of digital EMEA – Waggener Edstrom Worldwide

ONLINE REPUTATION MANAGEMENT

From issues management to advocacy

In this presentation My online journey What’s happening online Accrued view of Cyprus Reputation management Defensive to offensive Issues management

Case study Communities Engagement Build content Facilitating advocacy

Co-opertition Self-help Aggregation of content Questions

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My online journey

My online journey Google Cyprus Explorer Dopplr Wikipedia Wikitravel Flickr Thomson Holidays

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Accrued view

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Reputation management

Reputation management Traditionally : Reactive Hierarchical Defensive Media-driven agenda in reaction to a crisis or issue Citizen journalism becoming more prevalent

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Reputation management continuedVirgin aftermath:912 references on TechnoratiCoverage in all the major national newspapersFront page on Yahoo! UK for two days

But it doesn’t need to be this way

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Source: Technorati

Positive reputation management Online has changed the rules: Build up goodwillBe proactive in debatesEngage in dialogue Facilitate and aggregate advocacy Disintermediate the media

EGBA Innocent Drinks From Cyprus Flickr Group

JetBlue

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Jet Blue case study Valentines Day 2007: 130,000 customers trapped in bad weather conditions Only 17 of JetBlue's 156 scheduled departures left JFK

What JetBlue did Communicated directly with their customers

Explained what had gone wrong

Explained what they were going to do about it

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Communities

The golden rule

“People matter, Objects don’t”. That’s all you need to know about social media. – Hugh MacLeod

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How Listen Is there an existing community? What are they saying? What are their community norms? Respond on a reactive basis to debate Proactive engagement What do we want to achieve? What value do we bring to the community discussion? Who should be the spokesperson? Aggregate and showcase advocate community content to aid discovery

Build content Great content comes from everyday things Plan the work and work the plan How can you continue a dialogue? What value does your content provide to readers? People tend to trust people like us

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Facilitating advocacy What information can you provide? Is it unique or exclusive? What imagery can you provide? Do you have any video content?

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Final thoughts

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If I could leave you with one word… Co-opertition: coined to describe cooperative competition. Co-opetition occurs when companies work together for parts of their business where they do not believe they have competitive advantage, and where they believe they can share common costs.

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Thanks for your time

I hope the course was insightful, informative and helpful.

Please see the full presentation and extensive notes to go through at your leisure.

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Bibliography The Cluetrain Manifesto Wikinomics website which is based on and extends the book of the same name by Don Tapscott and Anthony D Williams Collected papers and essays by danahboyd Groundswell by Charlene Li & Josh Bernoff

Notre Dame University: Fifteen-minutes of fame: The Dynamics of Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A Barabasi OECD whitepaper on user-generated content Digital Natives Programme by Berkman Center for Internet & Society at Harvard Law School

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