1.
O u t s p o k e n M e d i a @ r h e a
H o w t o D o R e p u t a t i o n M a r k e t i n g

2.
#MozCon
flickr.com/photos/akrockefeller/

3.
“7% of employees said they
thought their agency was
exceeding their client’s
expectations for digital work.”
- State of Advertising Talent Report from Smith & Beta
http://www.campaignlive.com/article/agency-workers-dont-think-digital-skills-snuff-survey-says/1407099
#MozCon

4.
What is
REPUTATION MARKETING?
#MozCon

5.
Reputation marketing is
not reviews management.
#MozCon

6.
Reputation marketing is
what happens when you
consistently exceed
stakeholder expectations.
#MozCon

7.
CUSTOMERS
SHAREHOLDERS
EMPLOYEES
COMMUNITY
MEDIA
GOVERNMENT
PARTNERS
Your
stakeholders =
#MozCon

8.
reputation marketing
[rep-yuh-tey-shuh n mahr-ki-ting]
noun
1. the action or business of
cultivating and promoting a
positive reputation.
#MozCon

9.
Vs.
#MozCon

10.
One study claimed
Hermès bags are a better
investment than the
stock market or gold.
#MozCon

11.
Investment
Type
Average
Annual
Returns 1980
- 2015
Highest
Annual
Returns in this
Period
Lowest Annual
Returns in this
Period
S&P 500
11.66%
nominal;
8.65% real
37.20% -36.55%
Gold 1.9% 14.3% -7.9%
Hermes
Birkin Bags
14.2% 25% 2.1%https://baghunter.com/pages/hermes-birkin-values-research-study
#MozCon

12.
#MozCon

13.
Origin Stories
Founded in 1837
Paris, France
Established as a harness and
bridle workshop for carriages,
then introduced saddlery and
saddlery bags.
Founded in 1941
New York, New York
Established as a wallets and
billfolds workshop.
Hermès Coach
#MozCon

14.
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
#MozCon

15.
What makes a
GREAT REPUTATION?
#MozCon

16.
Reputation is
an expectation of future
behavior based on past
experiences.
#MozCon

17.
We expect:
#MozCon
We do not expect:
NPS 9-10
NPS 7-8 NPS 1-6

18.
Great reputations are
grown through
consistency, dedication
to your mission, and
the element of…
#MozCon

19.
#MozCon flickr.com/photos/tetsumo/

20.
“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/
#MozCon

21.
What would happen if we
intentionally cultivated
and promoted positive
surprises?
#MozCon

22.
Introduce
enterprise-wide
surprises
Customer
service
Product
quality
Results
Innovation
Corporate
social
responsibility
Community
Workplace
#MozCon

23.
“seven in 10 consumers (69%)
say they frequently or regularly
discuss how they feel about a
product they bought.”
http://webershandwick.asia/research-multi-brand-spotlight/
#MozCon

24.
Society cares about
reputation
#MozCon

25.
“while Gen Z is inclined to
participate in the brand
experience, they’ll only do it
when they respect the brand.”
https://contently.com/strategist/2016/06/30/5-things-marketers-need-to-know-gen-z/
#MozCon

26.
BRAND VS. REPUTATION
#MozCon

27.
Brands create
impressions that make
you think or feel
something.
#MozCon

28.
Reputations make you
act based on experience.
#MozCon

29.
Brand recognition does
not mean engagement.
#MozCon

30.
The Marketing Matrix
THE BRAND / REPUTATION QUADRANT
#MozCon

31.
#MozCon
BRAND MATTERS
BRAND MATTERS LESS

32.
#MozCon
REPUTATION
MATTERS
REPUTATION
MATTERS
LESS

33.
#MozCon
BRAND MATTERS
BRAND MATTERS LESS
REPUTATION MATTERSREPUTATION MATTERS LESS

34.
#MozCon
BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS

35.
#MozCon
BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS

36.
#MozCon
BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS

37.
#MozCon
BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS

38.
#MozCon
BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS

39.
How to
MEASURE REPUTATION
#MozCon

40.
Financial Perspective
#MozCon

41.
Brand equity
Price premium
Market cap
Stock price
Profit
Risk manager
Brand voice
Traffic
Sales
Sentiment
Revenue
Growth marketer
FINANCE MARKETING
Reputation KPIs across departments
#MozCon

42.
market value
- tangible assets
=
reputation
#MozCon

43.
3 Ways to Get Started
#MozCon

44.
Develop your own
REPUTATION SCORE
#MozCon

45.
#MozCon

46.
Compile from relevant departments & activities
- Net Promoter Score
- Closed help tickets
- Customer service calls
- Blog & social comments
- Community mentions
- Employee reviews
- Exit interviews
- Stock performance
- CAPS rating
- CEO approval rating
- Retention rate
- Cost per acquisition
- Customer reviews
- News mentions
#MozCon

47.
Client Reputation Score – 67%
#MozCon

48.
Track your mentions by
SENTIMENT + TYPE
#MozCon

49.
#MozCon
0
5
10
15
20
25
30
35
40
2012 2014 2015 2016
Blog Comment Sentiment Analysis by Year
Negative Neutral Positive

50.
#MozCon
Split into Comment Type

51.
Adopt a process that
communicates feedback
enterprise-wide.
#MozCon

52.
The UX team needed to know:
#MozCon
28% of comments in Q2 were
looking for this link!

53.
While waiting for the update, we
created a walkthrough video and
replied to every commenter
personally with details on how to
apply next time.
#MozCon

54.
#MozCon
Geico’s iTunes
reviews:
“…I’ve been able to get a quote,
add the vehicle, and fax proof of
insurance to the dealership (and
now leave a full review) all while the
guy is doing our paperwork.”

55.
Improve employee
happiness and retention
by sharing good
feedback with them!
#MozCon

56.
Audit your
ABOUT PAGE & CONTENT
(for your mission & values)
#MozCon

57.
#MozCon
Online
magazine
for X
Content on A,
not just B
Content
written for
X by X
✓
𝘟
𝘟

58.
#MozCon
Jan
2016
Mar
2016
Apr
2016
Feb
2016
Goal #1!
Improved
processes
Goal #2! Hired
internal team
Start
Focused on
mission
Restructured
editorial & new
growth opps

59.
Charting
YOUR REPUTATION
#MozCon

60.
#MozCon

61.
#MozCon

62.
#MozCon

63.
#MozCon

64.
You should be optimizing
for reputation.
#MozCon

65.
How to Start a
Reputation Gap Analysis
#MozCon

66.
Start with the data you
have access to.
#MozCon

67.
#MozCon
0
2000
4000
6000
8000
10000
12000
1st Page Non-Branded Organic
Local Monthly Search Volume July 2016
(to homepage & service pages)

68.
We’re amazing!
#MozCon

69.
Track trends over time.
#MozCon

70.
#MozCon
0
2000
4000
6000
8000
10000
12000
14000
16000
1st Page Non-Branded Organic
Local Monthly Search Volume Jun vs Aug 2016
(to homepage & service pages)

71.
We’re growing!
#MozCon

72.
Go higher and put your
data in context.
#MozCon

73.
#MozCon
0
10000
20000
30000
40000
50000
60000
Non-Branded Organic
Local Monthly Search Volume
(to all content)

74.
Huh.
We could be investing in
more informational content,
events, & resources.
#MozCon

75.
Zoom up and follow the
trail, not a process.
#MozCon

76.
#MozCon
0
200000
400000
600000
800000
1000000
1200000
Organic Local Monthly Search Volume
(to all content)

77.
Wow. We don’t have a
visible brand.
#MozCon

78.
Razorfish
probably
isn’t too
worried…
#MozCon

79.
#MozCon

80.
We usually think of
reputation loss as a
singular event versus
slow loss over time.
#MozCon @Rhea

81.
#MozCon @Rhea 92

82.
“Lochte, with a reported, endorsement-
driven net worth of $6.2
million, lost all major sponsors
— Speedo, Ralph Lauren, Airweave and
Syneron Candela…”
http://www.seattletimes.com/sports/olympics/hope-solo-or-ryan-lochte-whose-earning-
potential-was-damaged-more-during-olympics/
#MozCon

83.
Develop consistency &
COACH SURPRISE
#strategyseries @Rhea 94

84.
Making a reservation:
“Are you celebrating
something tonight?”
#MozCon

85.
When you’re seated:
“What brings you out today?”
#MozCon

86.
Premium products
and services are
defined by
reputation.

87.
We need
REPUTATION MARKETERS
#MozCon

88.
“corporate reputation
accounts for approximately
60% of a company’s market
value...”
http://webershandwick.asia/research-multi-brand-spotlight/
#MozCon

89.
#MozCon

90.
#MozCon flickr.com/photos/tetsumo/

91.
Are you a friend of
reputation marketing?
rhea@outspokenmedia.com
#MozCon

92.
Are you ready?
outspokenmedia.com/
reputation-marketing/
#MozCon

93.
R H E A D R Y S D A L E
O u t s p o k e n M e d i a @ r h e a