Dig into the discipline of reputation marketing and strategy. Rhea will show you what the role of a reputation marketer looks like, what analytics to track, and why everyone should be investing in their organization’s reputation to diversify and reduce marketing spend and other high business costs. Presented at MozCon 2016 in Seattle.
4. “7% of employees said they
thought their agency was
exceeding their client’s
expectations for digital work.”
- State of Advertising Talent Report from Smith & Beta
http://www.campaignlive.com/article/agency-workers-dont-think-digital-skills-snuff-survey-says/1407099
#MozCon
12. Investment
Type
Average
Annual
Returns 1980
- 2015
Highest
Annual
Returns in this
Period
Lowest Annual
Returns in this
Period
S&P 500
11.66%
nominal;
8.65% real
37.20% -36.55%
Gold 1.9% 14.3% -7.9%
Hermes
Birkin Bags
14.2% 25% 2.1%https://baghunter.com/pages/hermes-birkin-values-research-study
#MozCon
14. Origin Stories
Founded in 1837
Paris, France
Established as a harness and
bridle workshop for carriages,
then introduced saddlery and
saddlery bags.
Founded in 1941
New York, New York
Established as a wallets and
billfolds workshop.
Hermès Coach
#MozCon
21. “surprised consumers [by
negative news] are twice as
likely to stop buying the
product as they are to continue
buying it. ”
http://webershandwick.asia/research-multi-brand-spotlight/
#MozCon
22. What would happen if we
intentionally cultivated
and promoted positive
surprises?
#MozCon
24. “seven in 10 consumers (69%)
say they frequently or regularly
discuss how they feel about a
product they bought.”
http://webershandwick.asia/research-multi-brand-spotlight/
#MozCon
30. “while Gen Z is inclined to
participate in the brand
experience, they’ll only do it
when they respect the brand.”
https://contently.com/strategist/2016/06/30/5-things-marketers-need-to-know-gen-z/
#MozCon
56. Adopt a process that
communicates feedback
enterprise-wide.
#MozCon
57. The UX team needed to know:
#MozCon
28% of comments in Q2 were
looking for this link!
58. While waiting for the update, we
created a walkthrough video and
replied to every commenter
personally with details on how to
apply next time.
#MozCon
59.
60. #MozCon
Geico’s iTunes
reviews:
“…I’ve been able to get a quote,
add the vehicle, and fax proof of
insurance to the dealership (and
now leave a full review) all while the
guy is doing our paperwork.”
93. “Lochte, with a reported, endorsement-
driven net worth of $6.2
million, lost all major sponsors
— Speedo, Ralph Lauren, Airweave and
Syneron Candela…”
http://www.seattletimes.com/sports/olympics/hope-solo-or-ryan-lochte-whose-earning-
potential-was-damaged-more-during-olympics/
#MozCon
106. “corporate reputation
accounts for approximately
60% of a company’s market
value...”
http://webershandwick.asia/research-multi-brand-spotlight/
#MozCon
111. R H E A D R Y S D A L E
O u t s p o k e n M e d i a @ r h e a
Editor's Notes
Hermes has 3.25 times more market cap.Hermes has 1.27 times sales
Coach has 1.29 times more employees
This allowed leadership to hire an internal team, restructure editorial, develop exciting new partnerships, and improve overall efficiency and competency with process, quality, and vision.