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.



McDonald's racist Twitter message

http://www.youtube.com/watch?v=r-4U9SciTFc&feature=fvsr

http://www.youtube.com/watch?v=r-4U9SciTFc&feature=fvsr

agenda - corp, brand, ceo.

_conversations : it's happening with or without you.

*meaning *bad "news"*complaints*customer reviews*people currency


meaning - "wiki."*creating and maintaining an enduring reputation or recover a reputation after crisis.

_reputation management


meaning - "ours."*know what's being said, where and by whom so you can turn it into something that benefits the brand."

_reputation management


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


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.


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


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


reviews - biz case.

_customers : finally, something good.

*international relocation company *carrier for other relocation companies, so customer satisfaction is important.*large, publicly traded company.


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.


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.


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.


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.


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.


terms - what terms to watch for problems or opportunities offline and online.



monitor - what tools and policies/procedures to put in place, key roles for ambassadors, and insights to gain through search and surveys.



monitor - look at what is being said about competitors and use the information to bring those customers over to you.



practices - define outreach and crisis opportunities as it relates to the core business objectives or areas of growth focus.



benchmark - set key identifiers to measure success and failures for opportunities and problems.



test - determine a small pond to play in first before unloading all the troops.



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.



evaluate - follow trends of conversations, redefine terms to monitor, adjust policies and evolve as the business does.



next - "continued ed."*brand architecture (mar)

_up coming : seminars


reputation management

Business

reviews biz case

complaints biz case

traded company

bad news biz case

currency biz case

customer reviews

transportation company

reputation management