On 4th December 2013, I presented these slides to the MA Students of 2014 (#LCFMA14) at London College of Fashion. We discussed how to build and manage your online reputation, why it's important and gave an action plan.

1. how to build and manage your
online reputation
@JamesTFletcher
Co-Founder
GenY’ Tip:
Social Media Management & Events
@GenYSocial | +GenYSocial | /GenYSocial

2. @GenYSocial / @JamesTFletcher
Co-founder of GenYSocial. Commercial & Marketing Director of CDN.net. Holder of DipCAM
GenY’ Tip:
(Digital Marketing) from CIM. Regular Speaker on tech, social and marketing automation.
Social Media Management & Events
@GenYSocial | +GenYSocial | /GenYSocial

3. what is an online reputation?
GenY’ Tip:
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4. your online reputation is made of
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Press Releases
Websites
Social Media
Images
Articles
Blogs
GenY’ Tip:
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5. we do believe what we read
92% of consumers trust opinions posted online by
other consumers (WPR.org 2013)
– 70% trust unknown users
– 27% trust experts
– 14% trust advertising
– 8% trust celebrities
GenY’ Tip:
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6. Source: saleforce 2012
94% are more willing to spread the
bad experience not the good one
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7. why does it matter?
GenY’ Tip:
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8. you don’t know what they’re saying
GenY’ Tip: leaving bad reviews, content will haunt your brand for a long time.
Social Media Management & Events
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9. maybe your work is being copied?
GenY’ Tip:
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10. or an employer is checking you out
GenY’ Tip: around 40% of companies check social media before hiring in the UK.
Social Media Management & Events
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11. time to assess your current
online reputation
GenY’ Tip:
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12. know what’s out there
‘me on the web’ in google dashboard
or use socialmention.com
GenY’ Tip:
Social Media Management & Events
@GenYSocial | +GenYSocial | /GenYSocial

13. home made reputation assessment
create a spreadsheet…
– search
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full names
company names
brands
keywords
– add anything negative
(or positive)
– check out pages 1-3
– don’t forget images!
– have an action for each!
Search
URL
Content
Action
Full
Name
linkedin.com/johnsmith
online cv
change
Full
Name
twitter.com/me/status…
drunk pic
delete
Full
Name
facebook.com/rugbypics
wasted pic
untag
Company
company.com/project/124
best proj
promote
Brand
awesome.com/shoedesign
my article
promote
Keyword
designs.com/shoes/jsmith
rant post
counter
GenY’ Tip:
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@GenYSocial | +GenYSocial | /GenYSocial

14. what is considered positive?
GenY’ Tip:
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15. what is considered negative?
GenY’ Tip:
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16. got you worried?
GenY’ Tip:
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17. developing your
online reputation strategy
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17

18. what are you trying to achieve?
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18

19. I want a job…
GenY’ Tip:
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20. I’m starting a company…
GenY’ Tip:
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21. follow that with…
how do you want to be perceived?
GenY’ Tip:
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22. that night you got too drunk…
• pic
• what happened in vegas won’t say in vegas
anymore.
GenY’ Tip:
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23. or the ideal candidate
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24. so what do you do with this list?
GenY’ Tip:
Social Media Management & Events
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25. get content removed
- contact site owners
- or use google legal help
- ask to be untagged
- delete it if it’s yours
GenY’ Tip:
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26. create new content to ‘push down’
the negative online reputation
GenY’ Tip:
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27. the positive
online reputation toolbox
GenY’ Tip:
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28. get a website for you / your brand
GenY’ Tip: OPTIMISE, OPTIMIZE, OPTIMISE, OPTIMIZE!
Social Media Management & Events
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29. create a blog & write relevant posts
GenY’ Tip: post daily if you can, and a range of content – words, pictures, video
Social Media Management & Events
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30. create & share press releases
GenY’ Tip: distribute via blog, social media, prweb.com etc.
Social Media Management & Events
@GenYSocial | +GenYSocial | /GenYSocial

31. write for others about your passion
GenY’ Tip: contact smaller blogs if you have no credentials, and built it up!
Social Media Management & Events
@GenYSocial | +GenYSocial | /GenYSocial

32. have a presence on social
GenY’ Tip: always complete your profiles in full, it’s good practice!
Social Media Management & Events
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33. but what social channels, and why…
and what content…
GenY’ Tip:
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34. Source: Netbase
facebook inspires fashion decisions
GenY’ Tip: 72% of social shoppers & 56% of fashionistas use fb for trends/fashion
Social Media Management & Events
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35. Source: Netbase
blogs & message boards
GenY’ Tip: 62% fashionistas & 64% social shoppers consult before buying
Social Media Management & Events
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36. Source: Netbase
pinterest influences 27% buyers
GenY’ Tip: approx half fashionistas and social shoppers look for inspiration
Social Media Management & Events
@GenYSocial | +GenYSocial | /GenYSocial

37. Source: Netbase
instagram most inspiring platform
GenY’ Tip: inspires decisions for 42% women aged 18-29
Social Media Management & Events
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38. Source: Netbase
twitter isn’t a major influencer
GenY’ Tip: 75% of social shoppers, and 66% fashionistas have profiles.
Social Media Management & Events
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39. linkedin is the online cv & job site
GenY’ Tip: kanye west advertised for the VP of production for his clothing line
Social Media Management & Events
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40. before you post
always think back to your strategy…
what do you want to achieve?
how do you want to be perceived?
GenY’ Tip:
Social Media Management & Events
@GenYSocial | +GenYSocial | /GenYSocial

41. utilise lcf’s social reach
follow @lcflondon and
@lcfpressoffice
like lcf on facebook too!
GenY’ Tip: lcf has 15k followers, and 20.5k likes – mention and share successes!
Social Media Management & Events
@GenYSocial | +GenYSocial | /GenYSocial

42. to-do list for right now
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monitor constantly with free tools
clean up your public posts
blend strategy with creativity to stand out
choose platforms which work for you
take advantage of lcf
enjoy sharing your work and passions
GenY’ Tip: if you have a question tweet @GenYSocial and we’ll help :)
Social Media Management & Events
@GenYSocial | +GenYSocial | /GenYSocial

43. infographics to maximise social
• facebook
– privacy & security tips: http://bit.ly/1c3Tonf
– tips for pages: http://bit.ly/1eBBIST
– page engagement: http://bit.ly/19aWXqK
• twitter
– use http://bit.ly to shorten links
– jargon helper: http://mashable.com/2013/07/19/twitter-lingo-guide
• instagram
– pixel perfect: http://bit.ly/ImWB9V
• perfect social media posts: http://bit.ly/18eaeih
GenY’ Tip:
Social Media Management & Events
@GenYSocial | +GenYSocial | /GenYSocial

44. so what are you waiting for?
questions?
GenY’ Tip:
what did y’ think? tweet me @JamesTFletcher or @GenYSocial
Social Media Management & Events
@GenYSocial | +GenYSocial | /GenYSocial