The document outlines 5 steps to building a digital reputation: 1. Monitoring - Develop a web monitoring strategy including alerts and reports and prepare for crisis management. 2. Response - Start sharing information, participate in online discussions helpfully. 3. Presence - Build an online identity and open presence where people can participate. 4. Engagement - Develop content strategies, encourage open exchange, and connect with customers. 5. Network - Build a branded community and develop a plan for brand advocates.

1. THE 5 STEPS TO DIGITAL REPUTATION BUILDING
DIgital Reputation Building | Marco Massarotto - settembre 2010
venerdì 24 settembre 2010

2. THE 5 STEPS TO DIGITAL REPUTATION BUILDING
Develop a web monitoring
strategy, including real time
alerts and a customized
market intelligence report.
Use software tools, but
MONITORING don’t forget the added
value of human intelligence.
Prepare for crisis
management.
DIgital Reputation Building | Marco Massarotto - settembre 2010
venerdì 24 settembre 2010

3. THE 5 STEPS TO DIGITAL REPUTATION BUILDING
Start sharing more
information.
Take part in blogs, forum,
social networks where
RESPONSE people speak about your
brand.
Don’t be “promotional”, be
helpful in this phase.
DIgital Reputation Building | Marco Massarotto - settembre 2010
venerdì 24 settembre 2010

4. THE 5 STEPS TO DIGITAL REPUTATION BUILDING
Build your identity online,
the “home of your brand on
the web” and its set of
relations.
Create an “open presence”
PRESENCE where people are allowed
and encouraged to
participate.
Your aim in this phase
should be to make your
brand become a “netizen”.
DIgital Reputation Building | Marco Massarotto - settembre 2010
venerdì 24 settembre 2010

5. THE 5 STEPS TO DIGITAL REPUTATION BUILDING
Develop a content strategy
and plan corporate policies.
Apply conversational
techniques and encourage
open exchange inside and
ENGAGEMENT outside the company.
Connect with customers and
influencers through
strategic, fresh, smart
content.
DIgital Reputation Building | Marco Massarotto - settembre 2010
venerdì 24 settembre 2010

6. THE 5 STEPS TO DIGITAL REPUTATION BUILDING
Build a branded community.
Develop a plan for brand
NETWORK advocates.
Involve your brand network
in the decisional process.
DIgital Reputation Building | Marco Massarotto - settembre 2010
venerdì 24 settembre 2010

7. THE 5 STEPS TO DIGITAL REPUTATION BUILDING
Build a branded community. Develop a plan
NETWORK for brand advocates. Create a digital
marketing strategy.
Develop a content strategy. Plan corporate
ENGAGEMENT policies. Connect with customers and
influencers.
Build a digital identity. Be found. Become a
PRESENCE netizen.
Optimize web reputation. Share the correct
RESPONSE information. Open a conversation.
MONITORING Real time alerts. Human intelligence. Risk
management
DIgital Reputation Building | Marco Massarotto - settembre 2010
venerdì 24 settembre 2010