Reputation is about more than displacing negative search results when your company or an executive makes a mistake. Reputation (when measured and strategically aligned with your vision and audience expectations) can drive exponential growth. Rhea will share tactics you can apply in your role today to help differentiate your site online, in search and in a competitive market. Reputation marketing enhances digital activities to produce a higher ROI and effectiveness for your hard work.

1. Co-Founder & CEO
Reputation Marketing
Tactics to Drive Growth
June 6th 2017
Rhea Drysdale | @Rhea

2. Rand told you to
step back and
use a framework
that starts with
your audience.

3. Keep stepping back!
Most marketing and growth
problems are solved outside
of audiences, in other
constituencies.

4. CUSTOMERS
SHAREHOLDERS
EMPLOYEES
COMMUNITY
MEDIA
GOVERNMENT
PARTNERS
Constituencies
=

5. 📢
PARTICIPATIO
N

6. Client:
“It’s statistically impossible for
us to have landed no new
clients in x period. We think
displacing negative results in
Google will help!”

7. Rhea:
[Collects data. Interviews internal
team. Discovers problem only sits
partially with industry reputation
with Google being a fraction of
the problem.]

8. What is the most important
constituency in an agency?

9. Employees
vs.
Clients

11. In a customer-centric or
innovation-driven
organization, employees are
the most important
constituency.

12. “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

13. “43% said they didn’t feel
prepared to handle the kind of
work that will be expected of
people in the industry in the
future”
State of Advertising Talent Report from Smith & Beta
http://www.campaignlive.com/article/agency-workers-dont-think-digital-skills-snuff-survey-
says/1407099

14. Constituencies impact
each other, especially in
today’s digital world!

15. Employees Clients
Industry

16. Google is a symptom,
not the problem.

17. How do we tell leadership?

18. 📊
DATA TIME

19. Data sources:
Interviews
Glassdoor API
Exit surveys
Public comments
Business KPIs

20. and...

21. https://adventuresn2grade.blogspot.com/2013/03/

23. 58% 88%

24. “While positive feelings, such as happiness, are usually
byproducts of engagement, they shouldn't be confused
with the primary outcomes. Rather, the primary emphasis
should be on elements that engage workers and drive
results, such as clarity of expectations, the opportunity to
do what they do best, development and opinions
counting.”
http://www.gallup.com/businessjournal/208487/right-culture-not-employee-happiness.aspx

25. “Glassdoor data reveals a 1-star (out of 5) decrease in
work-life balance rating is linked to a 2.9
percent increase in CEO approval rating. Although
Glassdoor research has found work-life balance is linked
to higher overall employee satisfaction[6], this new
analysis reveals that employees may be willing to
sacrifice work-life balance for purpose-driven work and a
visionary, inspiring leader.”
https://www.glassdoor.com/press/glassdoor-research-reveals-great-ceo

26. “Engaged employees are more present and
productive; they are more attuned to the needs of
customers; and they are more observant of
processes, standards and systems. When taken
together, the behaviors of highly engaged
business units result in 21% greater profitability.”

27. "'Mission-driven’ companies have 30% higher
levels of innovation and 40% higher levels of
retention, and they tend to be first or second
in their market segment.”
(Becoming Irresistible, Deloitte, February 2015)

28. “While 90% of executives understand the
importance of employee engagement, fewer
than 50% understand how to address this
issue.”
(Conference Board, cited by Deloitte University Press, January 2015)

29. What does all of that
mean?

30. There was great work/life balance,
benefits, and respect for supervisors,
but there wasn’t enough clarity of
vision, accountability, and
engagement on objectives to achieve
that vision.

31. Start with the end—figure out
what you want people to know
about you and how that should
be communicated
Do this with your team:

32. EXAMPLES

33. 📢
PARTICIPATIO
N

34. Vision
Constituencies
- Missions
- Messages
- Goals
Recall test:

35. define/understand
VISION

36. This is probably bigger than
you, but it should exist and
isn’t achievable.

37. define/understand
CONSTITUENCIE
S

38. What does each constituency
expect of you?

39. Are you meeting their
expectations?

40. How do you constitently
exceed the expectations of
those constituencies?

41. Competitive lead gen site at the whim
of algorithms.
Team was struggling and new.
Did this work with a site and team, not
a company!

42. Shifted thinking from teams
and tactics to constituencies
and a wonderful thing
happened:

44. Leadership does this subconsciously:
“If we don’t set an expectation,
we won’t fail to meet it.”

45. TAKE A
RISK

46. BE
DIFFERENT

47. STAND FOR
SOMETHIN
G!

48. define/understand
MISSION

51. One client had 4 missions written out
between their homepage and about us.
Another client had 18 missions just for
social media!
A third had a different mission for every
employee you asked and it changed
everyday.

52. Start with a simple self-recall.
Do you know your mission(s)
if I were to wake you in your
sleep? Do your customers?
Credit: Paul Argenti, Tuck Executive School of Business

53. define/understand
MESSAG
ES

54. Audit your digital assets to
see if they clearly feature your
constituency-specific missions
and key messages.

55. Property Message
Website Mission appears in About section.
Facebook Partial match – describe company differently, but mission matches website. Milestones
aren’t recent.
Twitter Partial match – describes company differently, but mission is the same as site.
LinkedIn Partial match – mission phrased differently. Varies significantly from Glassdoor and has
a negative value prop.
Instagram Matches Twitter.
Wikipedia Doesn’t match – can’t control message well, but history displayed doesn’t support
mission.
Glassdoor Doesn’t match, lacks focus, and written with a different message than other profiles.

56. Property Message
Website Mission appears in About section.
Facebook No reviews. Mainly promotes the newsletter. Better promotion of work and employees of all of the
social channels.
Twitter Minimal engagement with a confusing array of social posts and shares that does not effectively
support the brand’s mission. Used to promote the newsletter, which does not support the mission.
LinkedIn Minimal engagement. Used to promote the newsletter, which does not support the mission.
Instagram Obscure hashtag use that isn’t inclusive and tries to brand, but fails. Minimal social engagement.
Content focused on work life, not the work itself.
Wikipedia Flagged as advertisement
Glassdoor Less than 50% approve of CEO, 3.6 rating out of 5.

57. Our client had:
- great mission that wasn’t public
- expertise that left w/turnover
- reputation didn’t align
- team wasn’t staffed for either
- messages that supported none of
it

58. Charting Reputation

59. In the absence of promoting a
clear mission and message, your
reputation is left up to others.

60. What is reputation?

61. Reputation is
an expectation of future
behavior based on past
experiences.

65. reputation marketing
[rep-yuh-tey-shuh n mahr-ki-ting]
noun
1. the action or business of
cultivating and promoting a
positive reputation.

66. Great reputations are
grown through consistency
(delivering on
expectations), dedication to
your mission, and the
element of…

68. “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/

69. Isn’t reputation the same
thing as branding?

70. 😡
NO.

71. Yeah, but reputation is the
same thing as brand equity…

72. If you know who
this guy is, let’s
debate brand
equity vs reputation
after the session.

73. Brand = customer-centric
vs.
Reputation = company-centric

74. 📢
PARTICIPATIO
N

75. Vs.

76. The Numbers
Market cap: $36.4 billion
Sales: $5.37 billion
Employees: 12,244
Market cap: $11.2 billion
Sales: $4.24 billion
Employees: 15,800
HermèsCoach

77. Only 45% of the value of
companies can be
explained by their balance
sheet.
(Only ~30% in healthcare, IT, and consumer
goods.)
https://www.youtube.com/watch?v=lpG5Z21ZVI0

78. Enterprise value
(market value + debt)
–
tangible assets
=
intangible value

79. How do you intentionally
cultivate and promote
your reputation?

80. Apply 3 reputation
principles to every
constituency

81. Have a clear
mission.
Mission. Mission.
Mission… (I say this a lot.)

82. Understand how
you’re going to
communicate
your message
(and where)

83. Setup systems
and culture to
exceed
expectations
(This doesn’t happen by accident)

84. Start tracking performance
across constituencies
Do this immediately:

85. Source Component Actual Score
Source
Weight
Employee Score
Glassdoor
Reviews
Overall rating ##%
0.3
67%
Glassdoor data #1 ##%
Glassdoor data #2 ##%
Glassdoor data #3 ##%
Exit Surveys
Glassdoor data #4 ##%
0.7
Glassdoor data #5 ##%
Glassdoor data #6 ##%
HR KPI #1 ##%
HR KPI #2 ##%
HR KPI #3 ##%
HR KPI #4 ##%
HR KPI #5 ##%
Employees

86. Clients
Source Component Actual Score Source Weight Client Score
Client Rating Net Promoter Score ##% 0.75
58%New Business
New Business KPI #1 ##%
0.25
New Business KPI #2 ##%

87. Source Component Actual Score Weight Industry Score
News Industry KPI #1 ##% 0.75
48%Awards Industry KPI #2 ##% 0.25
Lists Industry KPI #3 ##% 0.25
Industry

88. Source Component Actual Score Weight
Community
Score
News News KPI #1 ##% 1
77%
Community

89. Keep track of your
reputation score
Do this quarterly:

91. Remember, this isn’t a real
score, but it’s your score.
Your reputation score is dependent on how much
weight you give to each constituency and most of
the world is only encountering a handful of
experiences within each group.

92. We created a spreadsheet that
allows our clients to:
1. assign/remove KPIs,
2. model what happens if you’re able to
achieve better/worse results,
3. and increase/decrease the weight given to
each constituency group.

93. EXAMPLES

94. PERSONAL
INJURY

96. Why do PI attorneys exist?

97. PI attorneys exist to make
their community a safer place.
Our client’s core mission
focused on his community:
giving back & making it safer

101. -Know the Law video segment on OKC Fox
-Annual Day of Kindness (5,000 turkeys donated)
-High school mock trial team
-Easter ham giveaway
-Air conditioner giveaway (hundreds)
-Drives: food, winter coat, and blood drives
-A Noble Cause: monthly winners

102. ENERGY
COMPANY

103. “You’re our POD.”

104. 😳

105. Fine. Let’s do this.

106. Why do energy
companies exist?

107. To keep the lights on in an
affordable and reliable way.
Our client’s message:
smart energy solutions

108. My process:
Start with their data to find
indicators of potential
success.

109. Curly vs long light bulbs
Natural language queries
Answer box ownership

110. Social promotion
Organic growth

111. OWNED!

112. Content types
we’ve created
for them:
GIFS
VIDEOS
QUIZZES
FLOW CHARTS
INFOGRAPHICS
WHITE PAPERS
BLOG POSTS
SOCIAL PIECES
GUIDES

113. The Energy
Efficiency
Quiz
Taken
32,963 times
Sent 20,000+
visitors
to the blog

114. Can You
Guess the Cost?
The Appliance
Quiz
Taken 9,023
times

116. I’ll have more actual
reputation marketing
examples soon… we’ve only
delivered this work two
ECSTATIC clients, but literally
this past month.

117. Early indicators of success:

118. Rebuilding agency website in a new CMS
Investing in local SEO
Overhauling content strategy and
leveraging internal assets
Collaborating with communications team

119. Immediate outcome:
No negative response to
major news in industry
coverage
Management team is engaged

120. Thank you!