Edwardsville-Glen Carbon Chamber Presentation, 4-27-10
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Edwardsville-Glen Carbon Chamber Presentation, 4-27-10
- 1. Reputation ManagementEarning and Protecting the Trust Between You and Your Publics
- 2. Reputation Management is… Building authentictrust between your organization and the people that matter most to you.
- 4. Today’s Relationship Drivers Satisfaction with experiences Consistency Trust Commitment (personal) Transparency (honesty) Sources: Terry Flynn, Ph.D., McMaster University, DeGroote School of Business David Armano, darmano.typepad.com
- 5. The New Rules of Marketing & PR PR is for more than just mainstream media audiences PR is not just about seeing your organization on TV; it’s about seeing you on the Web It’s about helping people move through the decision-making process with great online content It’s authenticity, not spin It’s participation, not propaganda It’s direct communication at the moment and in the way your audience prefers, not one-way interruption — Adapted from The New Rules of Marketing & PR
- 6. The Link Between Brand and Reputation Brand Promise Defines the experience your customers should have with you Aligns your business operations with the customer’s experience Defines and protects your reputation Reputation = Current perceptions of an organization A variable based on experiences, news, events, actions
- 7. Reputation Management Reliable, Predictable Experience When the experience doesn’t match the promise, reputation declines Reputation Index Unreliable, Unpredictable Experience Source: Standing Partnership
- 9. Communicating in the 21st Century Considerations: A competitive, global marketplace 24/7 media environment Consumer-centric Expectation of governance/responsibility Challenges: Providing context, perspective Demonstrating our competitive advantage Consistent message and experience
- 10. The Mass Media Model Edited and controlled content broadcast to mass audiences Email PR Website Advertising Print Adapted From: Mike Arauz, Thoughts on New Media and Assorted Links
- 11. The Social Media Model Ideas shared, adapted, changed and shared again, and again, and … Source: Mike Arauz, Thoughts on New Media and Assorted Links
- 12. Social Media Continuum of Tools Syndicate, Search, Aggregate Publish Connect Collaborate Rank, Tag, Comment, Bookmark Measure
- 14. Author profiles
- 16. Example
- 17. First review written in 2007 on publication day
- 18. User profile and review read by 100,000+
- 19. Now 215 reviews
- 20. Fellow users can rate reviews higher
- 21. Link to profile and read other reviews
- 22. Not bad for the reviewer’s personal brand!Source: David Meerman Scott, www.WebInkNow.com
- 23. Social Media Marketing: Simplified You can buy attention (advertising) You can beg for attention from the media (PR) You can bug people one at a time to get attention (sales) Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page. Source: David Meerman Scott, www.WebInkNow.com
- 24. Engagement Scores of Top 100 Global Brands Source: www.ENGAGEMENTdb.com
- 26. 5% of users accounted for 75% of all activity
- 27. 28.2% of users: 35 – 54 year olds
- 28. 25.2%: 25 – 34 year olds
- 29. 25.1%: 18 – 24 year olds
- 30. 55 and over has grown from 950,000 to 5.9 million in six monthsSources:
- 31. What Now?
- 32. Using Social Media to Build Reputation Internal collaboration Direct conversations Relationship building Thought leadership Instant feedback Community SEO (search engine optimization)
- 36. Engaging with people would come naturallySource: www.ENGAGEMENTdb.com
- 38. Web Content Fuels Traditional Media Relations More than eight of 10 journalists (84 percent) say they have used or would use blogs as primary or secondary sources for articles. — 2007 Arketi Web Watch Survey Eighty percent of journalists say they spend more than 20 hours per week online. — 2009 Arketi Web Watch Survey
- 39. Web Content Integral to Reputation The Internet has made public relations PUBLIC again, after years of almost exclusive focus on media. Blogs, online news releases and other forms of Web content let organizations communicate directly with consumers. — David Meerman Scott The New Rules of Marketing & PR
- 40. Web Content Integral to Reputation
- 41. Reputation Management Trust equity – a reputational insurance policy that creates economic value for your organization Turning relationships into results Customer loyalty Recruiting/retention Increased funding/donations Potential premium pricing Protection against crisis Empowering brand ambassadors
- 42. Marketing Shift
- 44. Usability
- 46. Yahoo, MSN
- 48. MySpace
- 50. Blogs
- 52. Give the user choices, have a conversation
- 55. Utilize images and video to tell the story
- 57. Sign up for E-newsletter
- 58. Connect with us on social media
- 60. Create feelings which become thoughts/actions
- 62. Guests, visitors
- 66. 89 locations
- 68. Bronx residents who speak Spanish as a first language
- 69. NYC tourists who want to tour the Fifth Ave building
- 70. Film industry who want to use the famous setting
- 72. Approach to Web Content Text for Bots: Search engines “crawl” your pages looking to establish what they are about so that they can display YOUR pages to searchers.
- 74. Personalization
- 75. People
- 76. Stories
- 77. Real answers
- 80. Connections
- 81. Stories
- 82. Share ideas
Hinweis der Redaktion
- FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend! PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend! PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend! PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend! PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend! PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- FindabilitySearch engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBookMySpace FlickrOther interactive outletsMediaBlogsMobile UsabilityFocus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the siteDistinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words!Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the pageTell-a-friend! PersonalityCommunicate the spirit of the schoolWhat would you tell a prospective student who was visiting?Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- Bots:Meta tags/data – title, keyword and description tagsContent with keyword density for search terms relevant to the pageHuman readabilityHyperlinks to relevant content within your site (a/k/a “cross links”)Hyperlinks from outside websites linking in to your site with specific keywords“Fresh” and updated contentContent for HumansWIFM – Rule #1Personalization – which means you give them their choice of infoPeople they can connect with – images, video, audioStories of other students who have done it before and succeededReal answers to their actual questionsFuture job outlook and opportunitiesData to substantiate your informationSocial proof (we’ll get to that later)Messaging:Sound hokey? Not really. Content is words on a page. Messaging is more than the words you write…It is your promise to the students and parentsIt is the logic-based value you can provideIt is the emotions are you creating to “connect” with your prospective studentsIt is your opportunity to tell stories and share ideas rather than talk AT your future studentsYour willingness to listen is important; invite participation where appropriate
- Content for HumansWIFM – Rule #1Personalization – which means you give them their choice of infoPeople they can connect with – images, video, audioStories of other students who have done it before and succeededReal answers to their actual questionsFuture job outlook and opportunitiesData to substantiate your informationSocial proof (we’ll get to that later)
- Messaging:Sound hokey? Not really. Content is words on a page. Messaging is more than the words you write…It is your promise to the students and parentsIt is the logic-based value you can provideIt is the emotions are you creating to “connect” with your prospective studentsIt is your opportunity to tell stories and share ideas rather than talk AT your future studentsYour willingness to listen is important; invite participation where appropriate