How to do reputation management in social media - without social spam; A one day course...

1. 1
Reputation
Management
& Social
Media
A no-nonsense guide to
reputation management
and social media
Dr Paul Marsden
Social Psychologist
Social Media Strategy
http://viralculture.com

2. 2
“If you lose money for the firm I
will be understanding. If you
lose reputation I will be
ruthless.”
Warren Buffet

3. 3
“It takes 20 years to build a
reputation and five minutes to
ruin it. If you think about that,
you'll do things differently.”
Warren Buffet

4. 4
Dr Paul Marsden
Psychologist
Reputation Manager

5. How can I help make today better for you?
5
About You
What interests you about this course?
What experience do you have already?
What do you want to take away?

6. What we’ll cover today....
6
• Understanding the mechanisms through which content and search define your
organisation’s reputation
• Designing monitoring systems to deliver intelligence about your reputation in social
media
• Influencing what Google says about you including the science of Search Engine
Optimisation (SEO)
• Creating engaging Web content designed to catch the attention of Google,
including online news releases
• Design a content strategy for your organisation
Reputation management with social media
‘JET’ approach: Just Enough Technology

7. Online reputation management:
What are you already doing?
7
1. Increasing visibility of company-
published materials in search engines
to push down negative content
2. Publishing original positive content
online, to outperform negative results
in a search
3. Actively managing entries on
Wikipedia, the world’s encyclopedia
4. Submitting news stories to
authoritative websites in order to
promote presence and supress
negative content
5. Organising, as required, legal take-
down ‘cease-and-desist’ requests for
libelous content
6. Working to achieve mentions of the
organisation in third-party sites that
rank highly in Google
7. “Astroturfing” third-party websites to
engineer and place positive comments
or lash out against negative ones*
8. Proactively offering free products and
services to prominent commentators
and reviewers
9. Proactively responding to public
criticism stemming from recent
changes
10.Using social media as a channel for
reputation-building service delivery
* Controversial

8. 8
Your reputation is what people say about you when you
leave the room...

9. 9
Reputation: (n) 1. The beliefs or opinions that
are generally held about someone or
something. 2 A widespread belief that
someone or something has a particular
characteristic
Oxford English Dictionary

10. 10
Reputation: (n) Collective representation of
multiple constituencies images of a company
built up over time
Business Definition
Argenti, P., and J. Forman (2002). The power of corporate communications: Crafting the voice and image of your business, McGraw-Hill, New York

11. 11
IMAGEIDENTITY vs
what you say about yourself
‘self presentation’
what others say about you
‘collective representation’
Reputation Management

12. Business case for reputation management: Reputation
leaders grow 2x as fast as competitors
12

13. On a 10 point reputation scale, 1 point difference is worth
$500m for large corporations
13
Black, E., T. Carnes, and V. Richardson (2000). ‘The market value of corporate reputation,’ Corporate Reputation Review, 3(1), 31-42.
$500m

14. Importance of reputation to senior management
14
0%
25%
50%
75%
100%
94%
90%
89%
86%
86%
83%
76%
71%
US
Canada
UK
Belgium
France
Italy
Netherlands
Germany
Kitchen, P. J., and A. Laurence (2003). ‘Corporate reputation: an eight-country analysis,’ Corporate Reputation Review, 6(2), 103-117.
% senior managers rating company reputation as ‘very important’ in achieving
corporate objectives

15. Reputation management simply defined
15
Reputation management is the practice of
understanding and influencing an individual's or
organisation’s reputation
http://en.wikipedia.org/wiki/Reputation_management

16. Online reputation management simply defined
16
Online reputation management is the practice
of understanding and influencing an individual's
or organisation’s reputation using online tools

17. Online reputation management basics:
Can reputation really be managed?
17
“Attempting to manage one’s reputation might
be likened to trying to manage one’s own
popularity (a rather awkward, superficial and
potentially self-defeating endeavour).”
Hutton, J. G., M. B. Goodman, J. B. Alexander, and C. M. Genest (2001). ‘Reputation management: The new face of corporate public relations,’ Public Relations Review, 27, 249

18. Reputation management basics:
What doesn’t work...
18
social
responsibility
reputation
$
industry
relations
reputation
$
corporate
advertising
reputation
$
Hutton, J. G., M. B. Goodman, J. B. Alexander, and C. M. Genest (2001). ‘Reputation management: The new face of corporate public relations,’ Public Relations Review, 27, 249

19. Online reputation management basics:
What doesn’t work: Valueless social spam
19

20. Online reputation management basics:
What doesn’t work: Online PR stunts
20

21. Online reputation management basics:
What doesn’t work: Online PR stunts
21

22. Online reputation management basics:
What works 1: Expectation-beating experiences
22

23. Reputation Management Basics:
What works 1: Expectation-beating experiences
23
80% of variation in reputation is accounted for by
the degree experience beats expectations
Weber Shandwick Research 2009
“Be obsessed with your product or service: Nothing
comes close to superior product quality in
influencing the way people feel about your
organisation.”
Hutton, J. G., M. B. Goodman, J. B. Alexander, and C. M. Genest (2001). ‘Reputation management: The new face of corporate public relations,’ Public Relations Review, 27, 249

24. Online reputation management basics:
Delivering digital value with digital services
24
Reputation Management = Experience Management

25. Online reputation management basics:
Delivering digital value with digital services
25

26. Online reputation management basics:
Delivering value with digital services
26

27. Online reputation management basics:
What works 2...Managing visibility
27
how do you hide a body?

28. Reputation management basics:
What works 2...Managing visibility
28
how do you hide a body?
Place it on page 2 of Google

29. Online reputation management basics:
What works 2...Managing visibility
29
Google loves social media

30. Online reputation management basics:
What works 2...Managing visibility
30
Google loves social media
Social media: Any online media that supports
social interaction and user contributions

31. Online reputation management basics:
What works 2...Managing visibility
31
everything
(website archive)
video
(YouTube)
links/images
(Twitter)
documents
(Slideshare)
facts
(Wikipedia)
Uploading company-published material
Ads, reports, annual reports, guides...

32. Online reputation management basics:
What works 3... Real-time information service (crises)
32

33. Reputation management basics:
Reputation monitoring: “Would you recommend us...?”
33
% - %
Reputation
=
“Net Promoter Score”

34. Reputation management basics:
Reputation monitoring: “Would you recommend us...?”
34
0 1 2 3 4 5 6 7 8 9 10
If a friend or colleague was looking for a _______, how likely would
you be to recommend us?
...Extremely likelyNot at all likely...
* For employees, how likely would you be to recommend us as a place to work to a friend?

35. Reputation management basics:
Monitoring reputation online
35
website popup / online survey online sentiment monitoring
software
reachofmentions
Net sentiment (positive - negative mentions)
Google Alerts

36. Discussion point
36
What to Monitor
• Organisation name
• Trademarks
• Key personnel
• Sector issues
• Key competitors / partners
Discussion Point
Identify top 10 Google Alerts for your
organisation and explain why you chose
them...

37. Summary
37
• Your ‘reputation’ is what other people think and say about you; a collective
representation of multiple constituencies images of a company built up over time
• Your reputation matters to your orgnaisation’s success; those with the strongest
reputation grow twice as fast as the competitor average
• Online reputation management is the practice of understanding and influencing an
individual's or organisation’s reputation
• Reputations cannot be manufactured; they are largely an effect of the quality of
experience you deliver
• Three solutions for online reputation management, delivering reputation-building
services online, managing visibility, fast and helpful crisis communications
• Reputation can be simply monitored using ‘propensity to recommend’ (NPS) using
software, including Google Alerts

38. 38
BREAK

39. 39
Managing reputation online during crises

40. Social media is realtime media ideal for crisis situations
when people need clear information fast
40

41. Reputational damage often comes not from the crisis itself
but inadequate provision of timely and helpful information
41

42. Reputational damage often comes not from the crisis itself
but inadequate provision of timely and helpful information
42
Reputational damage can be limited during a
crisis by using social media to provide a useful
and timely information service

43. Discussion point
43
Discussion Point
Can you think of a possible crisis scenario during
which it would be helpful to provide a realtime
information service online to help those
concerned?

44. But social media can also precipitate reputational crises
44

45. But social media can also precipitate reputational crises
45

46. A realworld JET - Just Enough Technology - solution
46

47. Three key tools
47
Wordpress ‘blog’ as communication hub
Twitter feed for quick updates YouTube channel for executive interviews

48. Four point plan
48
1. Manage Issues 2. Plan & Prevent
3. Crisis Response 4. Post-Crisis Response

49. 49
Issues management with social media
1. Assign resources – human, economic and technological – to online issues
management. Consider whether an external agency or service can be of help
2. Draw up a list of potential issues and risks faced by your organisation and prioritise
focus based on probability of occurrence x potential impact
3. Establish an efficient online monitoring alert system; set up alerts for key issues,
and key issues with your organisation mentioned
4. Map online influencers using Google searches (web, blog, news) and Twitter
search to identify key influencers (journalists, bloggers, forum hosts, activists)
around sector issues
5. Consider starting a corporate blog to discuss issues in the spirit of honesty and
trasparency, and engage with online influencers by commenting on their content
6. Draw up online communication guidelines for staff, who can publish what, when
and how online
7. Train the team on communicating online (realtime, human, transparent, multimedia)

50. 50
Issues management with social media
Assess the
message
Evaluate the
purpose
Do you want
to respond
Take reasonable
action to fix issue
and let customer
know action taken
No response
Unhappy
customer?
Are the facts
correct?
Dedicated
complainer?
Comedian
want-to-be?
Are the facts
correct?
Is the problem
being fixed?
Does customer
need/deserve
more info?
Gently correct the
facts
Explain what is
being done to
correct the issue
Let content stand
and monitor
Thank the
person
Respond in
kind and share
Can you add
value?
NoYes
No
NegativePositive
Yes
No
No
Yes
Yes
NoYes
No
No
Yes
Third Party Content
If, when and how to respond to
negative content online...
Adapted from the US Army

51. 51
Planning and prevention with social media
1. Consider developing your crisis manual online: it is easier to update and maintain
than hard-copy, and it offers the possibility to include links to multiple sources of
information and databases
2. Put together 24/7 rapid response crisis communications team, share contact info.,
assign responsibilities; overall, internal communication, external communication
3. Decide who will be able to publish what, where and how during a crisis, and get
sign-off
4. Create hidden or ‘dark’ blog on your website to be used in case of a crisis, and
get sign-off for Google advertising to promote it if it goes live
5. Register top negative domain names CompanyNameSucks.com,
CompanyNameFail.com, SueCompanyName.com, CompanyNameDisaster.com
6. Evaluate in-house capabilities to develop graphic, video, and audio files that could
be quickly distributed online - partner with a third party if necessary
7. Test the plan: Scramble your rapid response communications team out of hours at
least once a year and run an extending training scenario

52. 52
Crisis response using social media
1. Scramble your Rapid Response Crisis Communications team, and alert senior
management to the crisis that is unfolding
2. Go public as soon as possible by making your crisis blog live and visible with latest
information, updates and instructions; promote with Google Ads
• Place obvious link to your crisis blog on home page, keep information true,
helpful and brief, explain how you are resolving the situation, respond to
legitimate questions honestly - this is not the time for spin. Acknowledge the
emotional dimension of the situation “We understand/realise this is frustrating,
confusing...” Get CEO to personally address visitors to your crisis blog (post,
video post). Provide links to independant reputable third-party sites covering the
issue. Update crisis blog regularly, at least every hour in acute phase of crisis,
confirming when the next update will come
3. Update staff on the situation, and on any changes to traditional and online
communications during the crisis
4. Reach out to key online contacts (bloggers, journalists, page/forum moderators)
by email and text with a personal message and a latest update, pointing them to
your crisis blog

53. 53
Post-crisis response using social media
1. Continue monitoring mentions of the event through online media monitoring,
during the months – and even years – to come
2. Thank those who helped the organisation during the crisis on your blog, Twitter
feed and YouTube channel. And thank your custemers for their loyalty
3. Update the orgnaisation’s online properties appropriately, editing or updating any
legacy content
4. Conduct an audit of what happened and how the organisation responded, so that
the crisis plan and can be properly adapted.
5. Pay particular attention to monitoring your reputational health (e.g. NPS) post-crisis

54. 54
BREAK

55. 55
Managing visibility online

56. 56
Your reputation is what Google says it is...

57. "Google is not a search engine. Google is a reputation-
management system...” Clive Thompson - Wired
57

58. Online reputation management basics:
What works 2...Managing visibility
58
All you need to know about SEO
Google loves...
...social media
...inbound links
...fresh content
...stuff people search for
Free software automatically optimises your
content for Google (All-in-one-SEO)

59. 59
You can’t stop Google reporting negative content, but you
can influence where it reports it...
1 2 3 4 5 6 7 8 9 10 Next

60. 1. Increase visibility of company-published materials in
search engines to push down negative content
60
everything
(website archive)
video
(YouTube)
links/images
(Twitter)
documents
(Slideshare)
facts
(Wikipedia)
Uploading company-published material
Ads, reports, annual reports, guides...

61. 2. Publishing original and compelling positive content
online, to outperform negative results in a search
61
Themed Content Hub (e.g. Blog on Industry Trends & Issues)
Reports, Guides,
Ebooks
Links, Images
Interviews,
Events, Shows

62. Discussion point
62
Discussion Point
Can you think of two themes for themed blogs you
could run that would interest key stakeholders?
What text, video, and image content could you
offer?

63. 2. Publishing original positive content online, to
outperform negative results in a search
63
Thought Leadership Blog on Industry Trends & Issues
• Pick a relevent topic that people find interesting/search for (Google Traffic Estimator)
• Focus, focus, focus - choose a theme and stick with it
• Adopt a human, personable style
• Don’t simply offer facts, offer an interpretation/point of view
• Make sure what you share is worth sharing
• Use words and language people use to search (Google auto-complete/Adwords)
• Lead with the headline - draw people in
• Use snappy section titles
• Keep content bite-sized (500 words max/2 min video)
• For SEO (search engine optimisation) use an automatic plugin (e.g. All-in-one-SEO)
• Keep sentences and paragraphs short
• Use images and video (hosted externally on YouTube)
• Avoid Flash (Google can’t read it)
Google-friendly and human-friendly content creation

64. 3. Actively managing entries on Wikipedia, the world’s
encyclopedia
64

65. 3. Actively managing entries on Wikipedia, the world’s
encyclopedia
65
Wikipedia management guidelines
1 Register an account
2 Learn the five pillars
I Wikipedia is an encyclopedia
II Wikipedia is written from a neutral point of view
III Wikipedia is free content than anyone can edit, use, modify and IV distribute
V Editior should interest with each other in a respectful and civil manner
3 Be bold, but not reckless
4 Know your audience
5 Do not infringe copyright
6 Cite, cite, cite
7 Avoid shameless self-promotion
8 Share your expertise, but don't argue from authority
9 Write neutrally and with due weight

66. 4. Submitting news stories to authoritative websites in
order to promote presence and supress negative content
66

67. 5. Organising, as required, legal take-down ‘cease-and-
desist’ requests for libelous content
67

68. 6. Working to achieve mentions of the organisation in
third-party sites that rank highly in Google
68
Guest Posts
Interviews
Special Reports
‘Exclusives’
Ads for Coverage
Invitations
Lunch ‘Briefings’

69. 7. “Astroturfing” third-party websites to place positive
comments or lash out against negative ones
69

70. 8. Proactively offering free products and services to
prominent commentators and reviewers
70

71. 9. Proactively responding to public criticism stemming
from recent changes or events
71

72. 10. Using social media as a channel for reputation-
building service delivery
72

73. Discussion point
73
Discussion Point
Which are your top 3 of these 10 content
marketing solutions for generating visibility with
social media? Why?

74. 74
BREAK

75. Using social media as a channel for reputation-building
service delivery
75

76. Let’s start with a quick intelligence test...
76
Ben Tim

77. Which box will Tim open to play with the bricks?
77
Ben Tim

78. Congratulations, you passed the TOM intelligence test!
78
2. You are more than 5 years old
1. You are not a Zombie! (consciousness)
3. You are ‘socially intelligent’!

79. Social intelligence
79
“A wise man learns from the experience of
others, a fool by his own”
Ψ Social Intelligence: Ability to understand and learn from each other and profit from social situations

80. Q: How can we build reputation with social media?
A: By helping people use their social intelligence
80
Social-as-a-Service

81. Helping people use their social intelligence
81

82. Helping people use their social intelligence
82

83. Helping people use their social intelligence
83

84. Helping people use their social intelligence
84

85. 85
10 Ways to Build Reputation with
Social Media* Action not Talk
* Online media that supports social interaction and user contributions

86. 1. Put stars everywhere...
86

87. 1. Put stars everywhere...
87

88. 2. Own a star system...
88

89. 1. Put stars everywhere...
89

90. 3. Be a star system...
90

91. 4. Take a bite out of Apple...
91
Promoter Experience Management

92. 4. Take a bite out of Apple... ‘PXM’
92
Promoter Experience Management
$2446
$1927
Total Promoter Value
Sales
Value
Referral
Value
$4373

93. 5. Make everything shareable
93
28 149 82 32
‘Owned’ Media
‘Earned’ Social Media

94. 6. Host a hub
94

95. 7. Reward referrals
95
$31,500 $486,090
Kumar, Petersen, and Leone. "How Valuable Is Word of Mouth? ." Harvard Business Review (2007)

96. 8. Realign marketing... with reasons-to-recommend
96
40% of your Promoters
Haven’t Recommended

97. 8. Realign marketing... with reasons-to-recommend
97
40% of your Promoters
Haven’t Recommended
Wendell Wilkie (R)Franklin D Roosevelt (D)

98. 9. Tango with Tuangou
98

99. 9. Tango with Tuangou
99

100. 10. Don’t tell stories, Be the story
100

101. Discussion point
101
Discussion Point
What service could you offer that’s worth
recommending using social media?

102. Summary: Social as a Service
102
Real Reputation Management with Social Media
1. Help people use their social intelligence
2. Help people make recommendations
3. Deliver helpful services worth recommending

103. Summary: Social as a Service
103
Real Reputation Management with Social Media
1. Help people use their social intelligence
2. Help people make recommendations
3. Deliver helpful services worth recommending
“Our reputation
mangement
strategy is
simple; it’s
happy clients
talking”

104. Summary: 10 ways to build reputation by helping people
with social media powered services...
104
1. Put stars everywhere
2. Own a star system
3. Be a star system
4. Take a bite out of Apple
5. Make everything sharable
6. Host a hub
7. Reward referrals
8. Realign marketing
9. Tango with Tuangou
10. Don’t tell Stories, Be the Story

105. 105
WRAP UP

106. Three things...
106
• Manage visibility
• Real-time information service (during crises)
• Social-as-a-Service
Reputation management with social media

107. Your top 3 take-outs from today...
107
• ...
• ...
• ...
Reputation management with social media