Presentation used to give a Masterclass Corporate Reputation Management & Online PR at International Communication Management, Haagse Hogeschool. January 25th 2011 by Alex Matatula.

1. Masterclass Corporate Reputation Management & Online PR International Communication Management Haagse Hogeschool, 25th of January 2011

2. Who am I? Alex Matatula NoLinea Marketing = Marketing without boundaries VisionLive & Learn Mission StatementMaking the dialogue happen, taking challenges, and enjoying life!Making processes more efficient, working more pleasant, and enhancing life experiences. What business am I in now? Social Media Marketing Strategy, Tactics, Workshops& Training.Hospitality, Gastronomy, Media, Entertainment & Financial Services What business will I be in the future?The same!

3. Corporate Reputation Management

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9. CorporateReputation Management So know about: Who you are What you stand for What you do Why you do it How you do it What others think or know about you NOT ONLY NOW, ALSO IN THE FUTURE… &

10. CorporateReputation Management Stay true to your Identity & Beliefs

11. CorporateReputation Management Determine the SOUL OF THE COMPANY by knowing your:

12. CorporateReputation Management Determine the SOUL OF THE COMPANY by knowing your:

13. CorporateReputation Management Determine the SOUL OF THE COMPANY by knowing your:

14. CorporateReputation Management Determine the SOUL OF THE COMPANY by knowing your: POSITION

15. Corporate Reputation Management SETTING UP A MANUAL You have to set up a manual which describes the following: Time to react, which situation calls for immediate response Style, formal or informal Language, always answer in the same language or adapt to language used in the message Medium, which one to use in which situation Which processes are most critical? Dealing with complaints Dealing with negative posts Dealing with accusations Dealing with positive posts My suggestions is to make everyone responsiblefor communicating your brand. We are all ambassadors of our own brand.

16. Brand Development Having a larger company with several products, you will have to choose on how you want your brand to develop. There are 3 basicstrategies BrandedEndorsedMonolithic

17. Brand Development BrandedEach product has its own name without any connection to the parent company.

18. Brand Development EndorsedEach product has its own identity, but is related to the parent company in a way.

19. Brand Development MonolithicEach product operates under the name of the parent company

20. CorporateReputation Management Strategy “Walk the talk and be consistent”

21. CorporateReputation Management The 6 pillars of Reputation Management / Reputation Quotient (RQ)

22. CorporateReputation Management Social Responsibilitya. Supports good causesb. Environmentally responsiblec. Treats people well

23. CorporateReputation Management Products & Servicesa. Stands behind product/servicesb. Offers high quality products/servicesc. Develops innovative products /servicesd. Offers products/services that are good value

24. CorporateReputation Management Emotional Appeala. Good feeling about the companyb. Admire and respect the companyc. Trust the company a great deal

25. CorporateReputation Management Vision & Leadershipa. Has excellent leadershipb. Has a clear vision for the futurec. Recognizes/takes advantage of market opportunities

26. CorporateReputation Management Financial Performancea. Record of profitabilityb. Looks like a low risk investmentc. Strong prospects for future growthd. Tends to outperform its competitors

27. CorporateReputation Management Workplace Environment (Internal communication)a. Is well-managedb. Looks like a good company to work forc. Looks like it would have good employees

28. CorporateReputation Management Background factors Brand awareness Size of the company Branche influence Country of origin These factors are manageable and could lead to TRUST.

29. Circle of TRUST

31. CorporateReputation Management REVIEWS & RECOMMENDATIONS Next to your OWN EXPERIENCE the image of a company is formed by WORD-OF-MOUTH and MEDIA.

32. CorporateReputation Management OWN EXPERIENCE = TRUSTWORTHY

33. CorporateReputation Management WORD-OF-MOUTH = INFLUENCIAL

34. CorporateReputation Management MEDIA = GETTING LESS TRUSTWORTHY

35. Mediatypes Owned Media, Paid Media, Earned Media

36. Strategy Assembly for attackWhy do we want to determine a strategy?

37. Strategy SituationGetting things clear, what is our starting position?Who are you? What do you stand for? What do you do? Why do you do it? How do you do it? What do others think or know about you? Now and in the future!

38. Strategy SWOT-AnalysisDigging deeper into yourself, what are your Strengths & Weaknesses.Looking at your surroundings, what are your Opportunities & Threats.

39. Strategy Checking out the competitionWho are your competitors? What can you learn from your competitors?

40. Strategy Markets & SubmarketsIn which markets are you involved? What does your markets look like? Which markets would you like to be involved? And in which not?

41. Strategy The 4 pillars of a complete strategyThere are four main strategies, Offensive, Defensive, Strengthening, Retrieving. Which strategy fits which goal? Which strategy has the highest priority? Together these strategies form the complete strategy.

42. From Strategy to Action Designing an action plan by using the POST-method

43. POST-method People, which people are involved?

44. POST-method Objectives, so now we have to set our goals

45. POST-method Compose the Strategy, what do want to have developed in your relationship?

46. POST-method Technologies to ENGAGE

47. Engagement PR

48. Engagement PR SETTING UP A MONETIZING MECHANISM Before setting up a monetizing mechanism be sure to answer the following: Figure out why you want to know what is said about your brand Figure out what you would like to know about your brand Figure out where people talk about your brand (media) Figure out when you would like to know what is said about your brand (relevancy) Figure out who is talking about your brand (influence) Click here for a list of monitoring tools, both free as well as paid.

49. Engagement PR SELECTING YOUR MEDIA Now you know where people are talking about you, you will have to decide where you want to interact, show your face and take a proactive role in the dialogue.

50. Engagement PR PICKING YOUR TOOLS FOR ENGAGEMENT There are several ways to engage and also a set of tools you could use. To find out more please click here for the Top 10 of Social Media PR tools. Making it part of the DNA of the brand! Be sure everyone knows the DNA of the brand! Everyone is an ambassador! After creating your FACE, you can start meeting other faces and they can meet you.

51. Engagement PR BUILDING MULTIPLE RELATIONSHIPS People which are close to you, won’t turn your back on you (quickly), and will be more likely to become an ambassador as well. So the aim is to get people in your CIRCLE OF TRUST.

52. Engagement PR Telling a story

53. Engagement PR Dialogue

54. Engagement PR Proactive & Reactive

55. Evaluate & Optimize Continue these steps!

56. Examples How not to get connected or compared to BP

57. Examples Vinyl Records are back!

58. Examples Please walk the talk …

59. Questions

60. Thanks! Presentationwillbe on Linkedin. You willfind me here: