Reputation ManagementThe Why? The How?

September 29, 2008

PRESENTATION ON

WHY IS REPUTATION MANAGEMENT IMPORTANT?

Introduction

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Even back in 2001

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It’s just easier now and…

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…News travels faster and further.

BONUS ROUND FOR YOUR CFO OR ANY C-LEVEL BOSS

Part II: Why Care About Reputation Management?

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Ignorance is throwing money away

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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

HOW DO I START?Section One

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What are the themes of Reputation Management

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

Measure

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Where do we start?

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But where do your customers go?

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

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

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Where are people talking about us?

• Search about your company:1. Company Name2. Company URL3. Products4. Public Facing Employees5. Competing Products6. Descriptions

• Company Name + sucks• Company Name + rocks• Company Product + review + sucks

HOW DO YOU TRACK CONVERSATIONS?

What do the reports look like?

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Our Client Needed Help….

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…Understanding their Buzz

• Reputation Management for Pleo• Identifying influential bloggers to reach out to

• Track where we respond and comment

• Identifying trends in changing conversationsSee the whitepaper at:

http://www.buzzlogic.com/case_study/case_study-BuzzLogic-Estorm.pdf

ENGAGEMENT: FINDING VOICE

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What are the themes of Reputation Management

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

Measure

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It’s kinda like a cocktail party

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Mindset Shift is Required

*An exaggeration

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Negative Comments? Be Transparent & Honest.

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Finding Voice: 10 Downing Street

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Finding Voice: H&R Block

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Finding Voice: Zappos

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Take Aways…

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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

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