Daemon Group's approach to the management of brand and reputation through the use of digital media.

1. Managing your brand reputation Aligning your organisations digital brand

2. Stakeholder engagement © Daemon Group 2008

3. Stakeholder channel management © Daemon Group 2008

4. Digital brand alignment strategy © Daemon Group 2008

6. Phase two - activation Digital communications techniques which are low in two way communications but high in organisational control, for example, the corporate website . Digital communications techniques which are high dialogue and high in organisational control, for example message boards . Digital communications techniques which are low in two way communications and also lower in organisational control, for example advocacy programs . Digital communications techniques which are high in dialogue between participants yet lower in organisational control, for example blogging or twittering .

7. Phase three - engagement Internal launch program It is paramount that any new initiative is first launched internally and that new media communication tools are used in-house before using being employed in external communications. External launch strategy In either hard or soft form and as an integral part of the primary marketing and communications strategy, the external launch strategy should reflect the objectives and requirements within the business case. Communications The implementation of the proposed communications solutions. The ongoing management and implementation of communications techniques which require constant input. Behaviours Internal and external tracking of changes in behaviour and outcomes attributable to the digital strategy, for example, enquiries, traffic, view and mentions or sales revenue through digital or traditional channels. Reputation Regular brand tracking and evaluation pulse checks or studies to determine impact on and movement in brand perception. Empirical benefit of brand equity in crisis or issue management.