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Reputation Management

Reputation Management

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Reputation Management

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Presentation Transcript

  1. PRESENTATION ON Reputation Management The Why? The How? September 29, 2008

  2. Introduction Why is reputation management important?

  3. Even back in 2001

  4. It’s just easier now and…

  5. …News travels faster and further.

  6. Part II: Why Care About Reputation Management? Bonus round for your CFO or any C-level Boss

  7. Ignorance is throwing money away

  8. The price of ignoring your reputation London School of Economics study: • “2% reduction in negative word of mouth boosts sales growth by 1%” • Dell study on Word-of-Mouth: • average consumer is worth $210 • average detractor costs the company $57 • average promoter generates $32

  9. Section One How do I start?

  10. What are the themes of Reputation Management

  11. Your Reputation Management Strategy:The first step is to Listen. Measure

  12. Where do we start?

  13. But where do your customers go?

  14. Should you follow Twitter?AdWeek said every one is talking about it.

  15. Or a large, relevant niche group?But forums sound so 1998.

  16. Where are people talking about us? • Search about your company: • Company Name • Company URL • Products • Public Facing Employees • Competing Products • Descriptions • Company Name + sucks • Company Name + rocks • Company Product + review + sucks

  17. What do the reports look like? How do you track conversations?

  18. Our Client Needed Help….

  19. …Understanding their Buzz • Reputation Management for Pleo • Identifying influential bloggers to reach out to • Track where we respond and comment • Identifying trends in changing conversations • See the whitepaper at: • http://www.buzzlogic.com/case_study/case_study-BuzzLogic-Estorm.pdf

  20. Engagement: Finding Voice

  21. What are the themes of Reputation Management

  22. Your Reputation Management Strategy:The first step is to Listen. Measure

  23. It’s kinda like a cocktail party

  24. Mindset Shift is Required *An exaggeration

  25. Negative Comments? Be Transparent & Honest.

  26. Finding Voice: 10 Downing Street

  27. Finding Voice: H&R Block

  28. Finding Voice: Zappos

  29. Take Aways…

  30. Thank You! Daniel Riveong “Looking at Reputation Management” Social Media Marketing Summit 08 Who? SEO, Social Media Guy (Bourbon Drinker) Where? San Francisco e-Storm International Reaching Out? SMS: Text “Riveong” to 50500 Blog: http://emergence-media.com Twitter: http://twitter.com/danielriveong Email: Daniel@e-Storm.com Credits • Slide 9:http://www.flickr.com/photos/johnnyvulkan/381941233/ • Slide 10: • “Advocacy Drives Growth” by London School of Economics: • http://www.lse.ac.uk/collections/pressAndInformationOffice/newsAndEvents/archives/2005/Word_ofMouth.htm • Ultimate Question: Driving Good Profits and True Growth by Fred Reichheld • Slide 14:http://www.flickr.com/photos/briansolis/2735401175/ • Slide 15:http://www.flickr.com/photos/cuellar/57473280/sizes/o/ • Slide 20 & 21:Social Web Analytics eBook 2008 by Philip Sheldrake • Slide 24:http://www.buzzlogic.com/case_study/case_study-BuzzLogic-Estorm.pdf • Slide 28:http://www.flickr.com/photos/briansolis/2438243203

  31. Creative Commons Licensing