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SEJ Summit 2017: Reputation Marketing by Rhea Drysdale

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SEJ Summit 2017: Reputation Marketing by Rhea Drysdale

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Presenter: Rhea Drysdale of Outspoken Media
Description: Brands know that the conversation with active and potential consumers starts and potentially ends with reputation. Here, Rhea will provide actionable steps and real life examples of how to apply reputation marketing to accelerate digital growth, especially in the areas of outreach, content strategy, social marketing, and organic performance.

Presenter: Rhea Drysdale of Outspoken Media
Description: Brands know that the conversation with active and potential consumers starts and potentially ends with reputation. Here, Rhea will provide actionable steps and real life examples of how to apply reputation marketing to accelerate digital growth, especially in the areas of outreach, content strategy, social marketing, and organic performance.

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SEJ Summit 2017: Reputation Marketing by Rhea Drysdale

  1. 1. Presented by Reputation Marketing May 11, 2017 SEJ Summit Chicago | @Rhea
  2. 2. Vs. ~$300 ~$11,550 - $150,000
  3. 3. 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 Hermès Coach
  4. 4. What is reputation?
  5. 5. Reputation is 
 an expectation of future behavior based on past experiences.
  6. 6. Charting 
 YOUR REPUTATION
  7. 7. reputation marketing
 [rep-yuh-tey-shuh n mahr-ki-ting]
 
 noun
 1. the action or business of cultivating and promoting a positive reputation.
  8. 8. Great reputations are grown through consistency (delivering on expectations), dedication to your mission, and the element of…
  9. 9. “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/
  10. 10. Isn’t reputation the same 
 thing as branding?
  11. 11. 😡
 NO.
  12. 12. The Marketing Matrix THE BRAND / REPUTATION QUADRANT
  13. 13. BRAND MATTERS BRAND MATTERS LESS
  14. 14. REPUTATION MATTERS REPUTATION MATTERS LESS
  15. 15. BRAND MATTERS BRAND MATTERS LESS REPUTATION MATTERSREPUTATION MATTERS LESS
  16. 16. BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
  17. 17. BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
  18. 18. BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
  19. 19. BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
  20. 20. BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
  21. 21. How do you intentionally cultivate and promote
 your reputation?
  22. 22. Apply 3 reputation principles to every constituency
  23. 23. CUSTOMERS SHAREHOLDERS EMPLOYEES COMMUNITY MEDIA GOVERNMENT PARTNERS Who are your constituencies?
  24. 24. 1Have a clear mission. Mission. Mission. Mission… (I say this a lot.)
  25. 25. 2Understand how you’re going to communicate your message 
 (and where)
  26. 26. 3Setup systems and culture to exceed expectations (This doesn’t happen by accident)
  27. 27. EXAMPLES!
  28. 28. “That would never have happened at Southwest.”
 
 - Former HR coordinator at Southwest
  29. 29. Why?
  30. 30. 1Mission.
  31. 31. United’s Mission
  32. 32. 😕
 I couldn’t find it…
  33. 33. I did find United’s Purpose…
  34. 34. Connecting People.
 Uniting The World. Every day, we help unite the world by connecting people to the moments that matter most. This shared purpose drives us to be the best airline for our employees, customers and everyone we serve.
  35. 35. How are they going to do that?
  36. 36. Versus:
  37. 37. Southwest’s Purpose: To connect People to what's important in their lives through friendly, reliable, and low-cost air travel.
  38. 38. Southwest’s 
 Customer Mission
  39. 39. Southwest’s 
 Employee Mission
  40. 40. “To Our Employees We are committed to provide our Employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines. Above all, Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer.”
  41. 41. TIP: 
 PERFORM A RECALL TEST 
 Can each of your constituencies recall your mission?
  42. 42. 2Message.
  43. 43. United’s CEO Message
  44. 44. To the world we serve,
 United Airlines is such an iconic brand that over many decades we've come to occupy an important place in the lives of our employees and customers. The very name United has a way of evoking strong memories and an uncanny power to set a person to humming the opening bars of "Rhapsody in Blue" without even noticing it. Perhaps you flew with us to reach a child's graduation or wedding. Maybe you trusted us to get you to that big job interview on time, or to embark on new adventures, or to reunite with old friends. We've been there for you during the daily grind of business trips, and I hope we've made those countless miles seem more comfortable and productive. Like you, I've enjoyed a long association with United. For me, the name United evokes something special. It brings to mind the countless inspiring stories of so many dedicated professionals I've met. Each day, they make me proud to call myself a member of their team. I see our people going the extra mile for our customers and for one another. I see them brave the elements and endure the long hours and late nights, often far away from their homes. I see them strive to go beyond expectations and deliver a better experience for our customers with each flight. This is the vision of our company that I find most inspiring. In order to find out what the rest of my colleagues felt most inspired by, we conducted interviews and gathered thousands of viewpoints from people across our system. The result is our company's first-ever statement of Shared Purpose and Values. It will serve as the touchstone of our efforts and the benchmark of our progress as we strive to create the best airline in the world for you. First, our Shared Purpose: "Connecting people. Uniting the world." Every day, we help unite the world by connecting people to the moments that matter most. This shared purpose drives us to be the best airline for our employees, customers and everyone we serve. That's our destination. Our Shared Values are what will get us there: We Fly Right: On the ground and in the air, we hold ourselves to the highest standards in safety and reliability. We earn trust by doing things the right way and delivering on our commitments every day. We Fly Friendly: Warm and welcoming is who we are. We Fly Together: As a united United, we respect every voice, communicate openly and honestly, make decisions with facts and empathy, and celebrate our journey together. We Fly Above and Beyond: With an ambition to win, a commitment to excellence, and a passion for staying a step ahead, we are unmatched in our drive to be the best. As you fly with us, I hope you see and feel these values being put into action with everything we do to serve you. They represent a commitment to you and the commencement of a new era of excellence for this airline. I hope that the next time you hear the name United Airlines, what comes to mind are all the ways we live up to these commitments. To the "New Spirit of United," Oscar
  45. 45. Southwest’s CEO Message
  46. 46. Warm & friendly!Concise & clear! More info! Focused on the most important constituency!
  47. 47. Maybe United’s values 
 hold the answers?
  48. 48. United’s Values: We Fly Right: On the ground and in the air, we hold ourselves to the highest standards in safety and reliability. We earn trust by doing things the right way and delivering on our commitments every day. 
 We Fly Friendly: Warm and welcoming is who we are. 
 We Fly Together: As a united United, we respect every voice, communicate openly and honestly, make decisions with facts and empathy, and celebrate our journey together. 
 We Fly Above & Beyond: With an ambition to win, a commitment to excellence, and a passion for staying a step ahead, we are unmatched in our drive to be the best. 
 

  49. 49. These are presented with videos and visuals like this:
  50. 50. We Fly Friendly is followed 
 by this very friendly and inviting picture:
  51. 51. By comparison…
  52. 52. Southwest’s History
  53. 53. We Weren't Just Airborne Yesterday - Time flies when you're having fun! More than 38 years ago, Rollin King and Herb Kelleher got together and decided to start a different kind of airline. They began with one simple notion: If you get your passengers to their destinations when they want to get there, on time, at the lowest possible fares, and make darn sure they have a good time doing it, people will fly your airline. And you know what? They were right.
  54. 54. One more example:
  55. 55. What do you feel when 
 you see this?
  56. 56. Versus:
  57. 57. 3Culture.
  58. 58. Glassdoor Awards
 
 Best Places to Work:
 2017 (#28)
 2016 (#42)
 2015 (#15)
 2014 (#21)
 2013 (#12)
 2012 (#17)
 2011 (#2)
 2010 (#1)
  59. 59. Your vision, purpose, mission, messages, and values matter deeply in setting expectations for every constituency and cultivating a culture that consistently delivers on and exceeds expectations.
  60. 60. MORE EXAMPLES!
  61. 61. There it is! “Creating powerful plant- based solutions for your home and family.”
  62. 62. Clear, simple nav You can quickly get more info on their mission and HOW they act on it.
  63. 63. 74 referring domains including:
  64. 64. Audit your digital assets to see if they clearly feature your mission and key messages.
  65. 65. 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.
  66. 66. Start with a simple self-recall. Do you know your mission if I were to wake you in your sleep? Do your customers?
 
 Credit: Paul Argenti, Tuck Executive School of Business
  67. 67. Thank you!

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