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The 11 Laws of Reputation Management
by Andy Beal
About Andy Beal
• CEO of Trackur.com
• Coauthor of Radically Transparent
• Publisher of MarketingPilgrim.com
• Founder of a super secret startup, codenamed “Rodney”
Trackur Adds Automated Sentiment Analysis!
YOUR REPUTATION IS CONSTANTLY EXPOSED
Law #1
Know Your Reputations
• Your personal actions are part of your company’s reputation
• Your company’s actions are part of your personal reputation
• Cross-pollination happens between offline and online reputations
YOU CAN’T GROW APPLES ON AN ORANGE TREE
Law #2
You Character is Your Reputation
• How you treat customers will affect your reputation
• Be transparent in every part of your interaction with stakeholders
“Character is like a tree and reputation like its shadow. The shadow is what we think of it; the tree is the real thing.”
THE BIGGEST TROUBLEMAKER IS THE ONE YOU FACE IN THE MIRROR
Law #3
Know Your Achilles Heel
• What is your biggest weakness?
• Collect feedback and improve
• Be prepared for a crisis– Chain of command
– Practice responses
– Crisis blog?
• Train staff, but don’t stifle them
BE QUICK TO LISTEN, SLOW TO SPEAK, & SLOW TO BECOME ANGRY
Law #4
Listen, Listen, Listen!
• Listen carefully to conversations– Wide net– Centers of influence
• Measure twice, act once– If nothing else, listen– Improve your service– Share feedback– Learn from others’ mistakes
IF YOU BUILD IT, THEY WILL COMELaw #5
Take Control of Your Community
• Build your online community– Blogs– Twitter– Facebook– Forums & message boards– Email newsletter
• Nurture your community
ADD MIRACLE-GRO TO YOUR REPUTATION
Law #6
Fertilize Your Community
• Don’t blast, engage!– Respond to tweets– Interact with Facebook fans– Encourage interaction in comments– Share announcements & new products– Run a contest
• Create a community manager• Share links to your communities
IF YOU DON’T PLANT CORN, YOU’LL GET WEEDS
Law #7
If You Don’t Build It, They Will
• No one likes the sound of crickets
• If you don’t create the official channel, someone will create the unofficial one
• Don’t let someone else love them
• Unanswered complaints fester
WHEN THE FECAL MATTER HITS THE OSCILLATING BLADE
Law #8
When Under Attack
• 83% of companies will come under attack• Collect the facts• Get insights from others• Three rules for responding– Sincerity– Transparency– Consistency
• Take it offline
IT’S EASIER TO EAT CROW WHILE IT’S STILL WARM
Law #9
Talk Really is Cheap!
• A quick apology does wonders• It’s hard to do, but let it go• Lifetime value of a customer < lifetime cost of
unhappy customer• Happy customers tell 5 people• Unhappy customers tell 10 people• Restituted customers tell 20 people
YOU CAN’T KEEP BETTING THE FARM
Law #10 Credit: Kathleen Cronin
Repairing the Damage
• Three strikes and yerrrr out!
• Identify detractors and work with them
• Don’t silo; share and learn
• It’s more expensive to repair than prevent, but it’s expected anyway
THERE’S NO CRYSTAL BALL FOR REPUTATION MANAGEMENT
Law #11
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