Reputation Management
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Transcript of Reputation Management
_seminar : john ream, president
© 2012 Connect Agency. All rights reserved.
reputation management - "what was said and why didnt we know sooner!?!"
_because you're not paying attention.
© 2011 Connect Agency. All rights reserved.
© 2011 Connect Agency. All rights reserved.
McDonald's racist Twitter message
agenda - corp, brand, ceo.
_conversations : it's happening with or without you.
*meaning *bad "news"*complaints*customer reviews*people currency
© 2011 Connect Agency. All rights reserved.
meaning - "wiki."*creating and maintaining an enduring reputation or recover a reputation after crisis.
_reputation management
© 2011 Connect Agency. All rights reserved.
meaning - "ours."*know what's being said, where and by whom so you can turn it into something that benefits the brand."
_reputation management
© 2011 Connect Agency. All rights reserved.
bad "news" - biz case.
_crap : "why did we get singled out, its not our fault."
*local high intensity personal training facility.*focus on corporate wellness initiatives for companies & municipalities*small, privately held company
© 2011 Connect Agency. All rights reserved.
bad "news" - not so good.
_crap : "why did we get singled out, its not our fault."
*city contract publicized as waste.*published content as experts in press and web.*responded publicly with results.*monitored activity until it was gone.
© 2011 Connect Agency. All rights reserved.
© 2011 Connect Agency. All rights reserved.
complaints - biz case.
_word of mouth : it travels faster than you think.
*south east grocery chain*focus on being a neighborhood customer service driven grocery store*large, publicly traded company
© 2011 Connect Agency. All rights reserved.
complaints - not so happy.
_word of mouth : it travels faster than you think.
*needing to manage public complaints*monitored negative sentiment*used internal customer service dept. to respond quickly to get offline*incentivized user to post resolution online
© 2011 Connect Agency. All rights reserved.
reviews - biz case.
_customers : finally, something good.
*international relocation company *carrier for other relocation companies, so customer satisfaction is important.*large, publicly traded company.
© 2011 Connect Agency. All rights reserved.
reviews - get it out there.
_customers : finally, something good.
*transportation company paid based on printed surveys.*incentivized customers to post reviews with surveys.*integrated reviews into marketing.
© 2011 Connect Agency. All rights reserved.
currency - biz case.
_employees : they're doing it whether you know or not.
*fourth largest engineering firm in the country for municipality contracts.*needed to keep and find young talent.*large, privately held company.
© 2011 Connect Agency. All rights reserved.
currency - hint, its people.
_employees : they're doing it whether you know or not.
*leveraging young talent to have a voice in non traditional ways.*define roles, peers and ambassadors.*created content of benefits.*leveraged in place of existing services.
© 2011 Connect Agency. All rights reserved.
take away - things to know.
_remember : this is the part to really pay attention.
*convert problems into good stuff.*find opportunities you would never know of offline and online.*build better search results.*learn about yourself for growth.
© 2011 Connect Agency. All rights reserved.
identify - what areas of the business can be directly or indirectly affected/benefit by good or bad words and how.
_take away : this is the part to really pay attention.
© 2011 Connect Agency. All rights reserved.
terms - what terms to watch for problems or opportunities offline and online.
_take away : this is the part to really pay attention.
© 2011 Connect Agency. All rights reserved.
monitor - what tools and policies/procedures to put in place, key roles for ambassadors, and insights to gain through search and surveys.
_take away : this is the part to really pay attention.
© 2011 Connect Agency. All rights reserved.
monitor - look at what is being said about competitors and use the information to bring those customers over to you.
_take away : this is the part to really pay attention.
© 2011 Connect Agency. All rights reserved.
practices - define outreach and crisis opportunities as it relates to the core business objectives or areas of growth focus.
_take away : this is the part to really pay attention.
© 2011 Connect Agency. All rights reserved.
benchmark - set key identifiers to measure success and failures for opportunities and problems.
_take away : this is the part to really pay attention.
© 2011 Connect Agency. All rights reserved.
test - determine a small pond to play in first before unloading all the troops.
_take away : this is the part to really pay attention.
© 2011 Connect Agency. All rights reserved.
participate - find conversations to be part of, good or bad by responding quickly and frequently; and find ways to incentivize people to grow content about the brand.
_take away : this is the part to really pay attention.
© 2011 Connect Agency. All rights reserved.
evaluate - follow trends of conversations, redefine terms to monitor, adjust policies and evolve as the business does.
_take away : this is the part to really pay attention.
© 2011 Connect Agency. All rights reserved.
next - "continued ed."*brand architecture (mar)
_up coming : seminars
© 2012 Connect Agency. All rights reserved.