online and offline reputation management
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This document discusses changes in reputation management and public relations due to new digital technologies and social media. It notes that while core PR strategies remain the same, channels and media have changed, audiences can now communicate directly, and the news cycle is longer. It outlines levels of online PR engagement from monitoring to high-level integration. It also provides tips for online reputation management activities like using various tools to measure impact, engaging with influencers, and creating favorable or addressing unfavorable coverage through blogs, social networks, podcasts, video and other new media.
online and offline reputation management
- 1. DIGITAL PRACTICE CLICK TO EDIT MASTER TITLE STYLE REPUTATION MANAGEMENT – or what the funk do I do now? Ged Carroll May 6,2008
- 2. It’s a World of Change, Isn’t It? Some things haven’t changed: • The tenets of strategy are the same as they have been for the past 5,000 years • Clients are still ultimately measured on the performance of their business • We still communicate with people ultimately in mind to be influenced • Channels and media may change but the need for good PR remains constant Some things have changed • It has never been cheaper or easier to produce content • Clients can disintermediate the media and communicate directly with their audiences • Audiences can easily communicate with each other on a large scale • We have new media vehicles • The news cycle lasts longer – online news sources act like an echo chamber We have analogues for all this things based on past experiences because ultimately its how people chose to use them that we need to most understand
- 3. Levels of Online PR Engagement • Monitoring: no engagement but active listening to what is being said about the organisation and its peers – any related issues • Low-level engagement: as Monitoring plus response-led online presence • High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activities
- 4. WEX PULSE: MONITORING ONLINE – SILVER BULLET 4 • Vibrant dashboard for optimal view of media coverage / buzz and measurement • Automated media monitoring for any size business • Secure integrated platform for improved collaboration • Clear snapshots of share of voice and buzz trends • Streamlined interface for easier navigation
- 5. Measurement Silver Bullet (Or Not) 5 • Cision • Attentio • Market Sentinel • BuzzMetrix • Cymfony • Biz360 • Factiva • Brandimensions
- 6. Measurement • It all goes back to objectives, but…. – Google • SERP • PageRank – Google alerts: • Ongoing monitoring – Technorati: • RSS-fed buzz with authority meter – Yahoo! Site Explorer: • Inbound links – Website analytics
- 7. Working Out Where You Should Be • Ask peers, colleagues and particularly sales staff • Look at influencers cited in the mainstream media • Look at back-links into existing web properties and competitor sites • Examine data from measurement tools • Google blog search • Look at their authority • ‘Found’ influencers’ blogrolls
- 8. Getting Favourable Coverage • Values: – Honest – Open – Transparent – Available • Have great content • Provide a provocative standpoint • Real news or a great story • Narrowcast rather than broadcast
- 9. Dealing with Unfavourable Coverage • Acknowledge salient points within the coverage • Offer to engage the author in person • Provide data points and external references for any rebuttal • Plan ahead to push unfavourable content down off the first 100 results on the SERPs and keep it off
- 10. IP Issues • Give online users the opportunity to use your IP where relevant in a legitimate manner • Image resource library and licence • Outline what ‘fair use’ means • Be clear in plain language what your trademarks are • Be polite and unthreatening in your communications with offenders • If you are still struggling with compliance go direct to the ISP or platform owner • Don’t put anything in writing that you wouldn’t want to see published
- 11. Business Blogs • Don’t start a blog without a commitment to maintaining it • Update at a regular pace • Do have an understanding of the target audience and how they interact online • Think about the tone of voice: no marketing speak • Companies are made of people: let their personalities and passion shine through
- 12. Podcasts & Video Tends to be one-way rather than two- Internal communications way communications Education Dynamic delivery Product walkthroughs Audio is portable and flexible to Direct-to-customer communication consume Crisis management Video requires captive attention – Providing context on news stories need to be respectful of the audiences time Content needs to be: original, interesting, humourous Two’s company – have a sidekick Succinct
- 13. Social Networks The best known forms of social software • Think about your target group: – Their motivations – Their location – Where they are in their life – Be respectful of their personal space – Think about how you can add value – How do you engage beyond becoming a friend • A source of breaking news
- 15. Micro media • Is what it says it is • Not all communications needs to be long form: SMS • Address cards • Short messages
- 16. Virtual Worlds • Virtual worlds, like all communities, have rules • Activities within the community need to respect the rules • Pick a community that your brand will fit in with and work with in the long term • The most important thing is to think about engagement rather than generating coverage • Not that much use in reputation management
- 17. Search and Reputation Management
- 18. Stakeholders (human & machine) • Search as the gateway to the web • A reputation engine and long- term memory • Stakeholders: – General public – Shareholders – Peers – Prospective clients – Prospective employees – Regulators – Pressure groups and NGOs
- 20. How Algorithmic Search Works 1. Content acquisition – Visits webpage, reads it, and crawls links to other pages up to 4 layers deep within the website – Consumes RSS feeds that highlight new content and links – Crawls a site map (sitemap.xml) – Directories (DMOZ, Yahoo! Directory) 2. Index web pages – Everything the spider finds is saved in the search engine’s index 3. Algorithmic categorisation: sorts through the Index and returns results based on mathematical calculations – Spam scoring – Relevance – freshness – Topological relationship to other sites – Appropriate for vertical search?
- 21. Searching the Long Tail Google, Live.com, Yahoo! and Ask algorithmic search Social Local search Search Maps Bookmarking Yellow Pages Services Mobile search Q&A Comparison shopping services Trusted web Vertical search (Google Scholar, Krugle, Scirus etc) Recommendations (Last.fm, Yahoo! Music) Mainstream Esoteric
- 22. PR And Search Three Scenarios for Search and PR TRANSACTIONAL BRAND REPUTATION Content creation / SEM SEM/SEO Bookmarking Content creation SEO SEO •Traditional direct- •Content: relevance, freshness •Purchase ad spots to drive response online marketing work and quality consumers to company site to •Direct response •Provision for trusted web services communicate clients’ side of •Highly measurable • (digg, del.icio.us) the story •Very quantitative •SEO for corporate and product •Create content to flush ‘bad •Specialist field •websites through collection of coverage’ off the first search inlinks page •SEO to maintain position Specialists PR Agency Trusted advisor
- 23. THE UNITED NATIONS: STAND UP AGAINST POVERTY NEED RESULTS The United Nations (UN) engaged Waggener Edstrom Within 20 days WE… Worldwide (WE) to provide global digital strategy, social media counsel and public relations consultancy in •Targeted more than 343 influentials via three support of the UN Millennium Campaign's "Stand Up digital press releases and Speak Out" event on October 16-17, 2007. •Incorporated aggressive SEO that increased impressions and clicks by 20 percent The UN needed to create awareness and generate •Conducted blogger outreach that resulted in at least interest for an event designed to highlight and reinforce 338 blog posts the pledge made by governments from 189 countries to •Executed a Twitter viral campaign that created 25,000 the Millennium Development Goals, specifically to work followers toward the eradication of poverty worldwide by 2015. •Contacted 290, 400 people via LinkedIn •Garnered more than 9, 500 views on YouTube and APPROACH UStream.TV Global scope demanded an innovative approach to unifying audiences across the world via their individual Internet engagement points. Given the variety of mediums and 30-day timeline, WE drafted an integrated communications plan, vested in top social media opportunities, that was strategically and quickly executed.
- 24. O’Reilly Publishing & Web 2.0 • CMP Media with the knowledge and approval of O’Reilly Media legaled NFP IT@Cork • Hue and cry break outs in the blogosphere over the course of 3 days • O’Reilly Media step in and pick up the phone to Tom Rafferty and agree that Rafferty can use the web 2.0 descriptor
- 25. http://e-consultancy.com | http://www.waggeneredstrom.co.uk/ http://renaissancechambara.jp Any Questions?
- 26. Online Inspiration & Useful Links • The Cluetrain Manifesto • Wikinomics website which is based on and extends the book of the same name by Don Tapscott and Anthony D Williams • Collected papers and essays by danah boyd • Notre Dame University: Fifteen-minutes of fame: The Dynamics of Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A Barabasi • OECD whitepaper on user-generated content • Digital Natives Programme by Berkman Center for Internet & Society at Harvard Law School • Some suggested blogs and online sources to read sorted by subject area • How to read RSS feeds in Outlook: http://office.microsoft.com/en-us/outlook/HA011750001033.aspx • Pane-style readers: http://www.pageflakes.com http://www.netvibes.com/ • Online readers: http://www.bloglines.com/ http://www.newsgator.com/ • A regularly-updated RSS reader resource: http://blogspace.com/rss/readers
- 27. GED CARROLL Waggener Edstrom Tower House 10 Southampton Street London, WC2E 7AH, UK t-gcarroll@waggeneredstrom.com +44 (0)20 7632 3800 www.waggeneredstrom.co.uk / http://renaissancechambara.jp WAGGENER EDSTROM WORLDWIDE OFFICES EUROPE: BRUSSELS . LONDON . MUNICH . PARIS ASIA: BEIJING . HONG KONG . SINGAPORE NORTH AMERICA: AUSTIN . BOSTON . DALLAS . NEW YORK . PORTLAND . SAN FRANCISCO . SEATTLE . WASHINGTON DC
- 28. YOU INNOVATE. WE COMMUNICATE. © Waggener Edstrom Worldwide 2008