Reputation management final presentation

2. COMPANY OVERVIEW
GreenCrossLLC
Green Cross LLC
Products
offered:
CannaPunch,
Highly Edible
Gummies,
Tumbleweed
Vape pens.
Market:
Recreation and
medical
cannabis users
in Colorado and
tourists visiting
Colorado.
Company info:
Founded
CannaPunch in
2009 and have
been
continuously
adding
products.

3. STEP 1: IDENTIFY YOUR STAKEHOLDERS
Detractors
Anti-marijuana activists Political figures opposed to the legalization of marijuana.
Local Colorado communities
Communities effected by the legalization of marijuana
Cannabis industry opinion leaders
Industry leaders including activists, business owners, etc.
Online Journalists & Bloggers
Local & national journalists who cover the marijuana industry.
Consumers
Colorado residents who purchase the products at licensed
retailers.
Colorado tourists who purchase the products at licensed
retailers.

4. STEP 2: CONDUCT A REPUTATION AUDIT
Current online reputation: minimal
Facebook & Twitter
accounts that are not
updated regularly.
Company website with
information on all of
the Green Cross
brands (CannaPunch,
HighlyEdible,
Tumbleweed Vapes)
The first two pages of
a Google search show
the company website,
Facebook page, and
the websites of
licensed retailers who
sell Green Cross
products.

5. STEP 3: UNCOVER INTERNAL ASSETS & LIABILITIES
A S S E T S
Compliance
Long-term industry presence (offline reputation)
Consistent Products (Trust)
L I A B I L I T I E S
Detractor opinions
Content Channels are not updated regularly.
Negative industry perception

6. STEP 4: WRITE YOUR GOALS
Build a positive reputation from the ground up.
• Add to the reputation piggy bank to help offset the
effect of a crisis.
Amp up current online channels.
• Actively participate in any online conversations.
• Continuously add content to current social media
platforms.
• Work towards creating content on new channels.
Become Radically transparent online.
• Once the online presence is developed actively
converse with stakeholders and monitor the online
reputation.

7. STEP 5: CRAFT A STRATEGY & WRITE
OBJECTIVES Content Strategies
•Create consistent
and reliable content
online.
Stakeholder
Communication
Strategies
•Communicate
regularly with all
stakeholders.
Social Networking
Strategies
• Create a loyal audience
by creating content
regularly and joining the
conversation.
SEO Strategies
• Update content using desired
keywords, create multimedia
content and properly tag images
& videos, and make sure the
back-end info on the website is
SEO friendly.
PR Strategies
• Add an online pressroom
to the website, and
create relationships with
local media outlets.

8. STEP 6: CREATE AN IMPLEMENTATION PLAN
Implementation
Plan
Software/Tools
•Google Analytics, Blog
hosting software
(Wordpress or Weebly),
keyword analysis software,
Facebook & Twitter
Analytics
New Policy/Procedure
to adapt
•Company wide meeting &
training sessions on
company expectations,
brand message, and online
policies. Personnel responsible
•Add reputation monitoring
position, train office
employees on the social
media post SOP’s.

9. STEP 7: BUILD A PLAN TO SUSTAIN YOUR
REPUTATION
E S T A B L I S H O N L I N E
M O N I T O R I N G S Y S T E M
Monitor Facebook, Twitter,
Instagram, and Google.
Monitor website
Monitor industry news
Monitor stakeholder
conversations both on and
offline
Monitor consumer reviews
C R E A T E A C R I S I S
P L A N
The Team
• Executives, reputation
monitoring employee,
outside PR executive,
general manager.
Online media spokesperson
• CEO
Advisors
• PR firm, executives,
network of industry
leaders.
Offline Stakeholders
• Executives, employees,
journalists
Online Stakeholders
• Crisis conversation could
take place on social media,
industry blogs, and Google.
Stealth Crisis Blog
• Create a brand blog & be
prepared to handle crisis
communication through
the blog.
Online Crisis Response Guidelines
• Get the facts, decide whether or not the attack
needs a response, gather the crisis team &
debrief, respond from the top, craft the right
message, host the conversation on your
channels.

10. SWOT ANALYSIS OF ACTION PLAN
SWOT
Strengths
• Compliant, long-term
industry presence
(credibility and trust), and
consistent product line
helps Green Cross create a
positive reputation
without having to fix any
negative existing
reputation.
Weaknesses
• It will take time to
build up the Green
Cross online
presence.
Opportunities
• Since they are starting
from the ground up they
have a lot of room to
create new content on
new platforms.
Threats
• The perception of
the industry.

11. REFERENCES
Beal, Andy, and Dr. Judy Strauss. 2008. Radically
Transparent: Monitoring and Managing
Reputations Online. Indianapolis, IN: Wiley Publishing.
CannaPunch. 2016. “About Us”. CannaPunch Website.
Accessed May 18, 2016. http://cannapunch.com.