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How to do Reputation Marketing

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Dig into the discipline of reputation marketing and strategy. Rhea will show you what the role of a reputation marketer looks like, what analytics to track, and why everyone should be investing in their organization’s reputation to diversify and reduce marketing spend and other high business costs. Presented at MozCon 2016 in Seattle.

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How to do Reputation Marketing

  1. 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. 2. #MozCon flickr.com/photos/akrockefeller/
  3. 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. 4. What is REPUTATION MARKETING? #MozCon
  5. 5. Reputation marketing is not reviews management. #MozCon
  6. 6. Reputation marketing is what happens when you consistently exceed stakeholder expectations. #MozCon
  7. 7. CUSTOMERS SHAREHOLDERS EMPLOYEES COMMUNITY MEDIA GOVERNMENT PARTNERS Your stakeholders = #MozCon
  8. 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. 9. Vs. #MozCon
  10. 10. One study claimed Hermès bags are a better investment than the stock market or gold. #MozCon
  11. 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. 12. #MozCon
  13. 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. 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. 15. What makes a GREAT REPUTATION? #MozCon
  16. 16. Reputation is an expectation of future behavior based on past experiences. #MozCon
  17. 17. We expect: #MozCon We do not expect: NPS 9-10 NPS 7-8 NPS 1-6
  18. 18. Great reputations are grown through consistency, dedication to your mission, and the element of… #MozCon
  19. 19. #MozCon flickr.com/photos/tetsumo/
  20. 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. 21. What would happen if we intentionally cultivated and promoted positive surprises? #MozCon
  22. 22. Introduce enterprise-wide surprises Customer service Product quality Results Innovation Corporate social responsibility Community Workplace #MozCon
  23. 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. 24. Society cares about reputation #MozCon
  25. 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. 26. BRAND VS. REPUTATION #MozCon
  27. 27. Brands create impressions that make you think or feel something. #MozCon
  28. 28. Reputations make you act based on experience. #MozCon
  29. 29. Brand recognition does not mean engagement. #MozCon
  30. 30. The Marketing Matrix THE BRAND / REPUTATION QUADRANT #MozCon
  31. 31. #MozCon BRAND MATTERS BRAND MATTERS LESS
  32. 32. #MozCon REPUTATION MATTERS REPUTATION MATTERS LESS
  33. 33. #MozCon BRAND MATTERS BRAND MATTERS LESS REPUTATION MATTERSREPUTATION MATTERS LESS
  34. 34. #MozCon BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
  35. 35. #MozCon BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
  36. 36. #MozCon BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
  37. 37. #MozCon BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
  38. 38. #MozCon BRAND MATTERS LESS REPUTATION MATTERS LESS BRAND MATTERS REPUTATION MATTERS
  39. 39. How to MEASURE REPUTATION #MozCon
  40. 40. Financial Perspective #MozCon
  41. 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. 42. market value - tangible assets = reputation #MozCon
  43. 43. 3 Ways to Get Started #MozCon
  44. 44. Develop your own REPUTATION SCORE #MozCon
  45. 45. #MozCon
  46. 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. 47. Client Reputation Score – 67% #MozCon
  48. 48. Track your mentions by SENTIMENT + TYPE #MozCon
  49. 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. 50. #MozCon Split into Comment Type
  51. 51. Adopt a process that communicates feedback enterprise-wide. #MozCon
  52. 52. The UX team needed to know: #MozCon 28% of comments in Q2 were looking for this link!
  53. 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. 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. 55. Improve employee happiness and retention by sharing good feedback with them! #MozCon
  56. 56. Audit your ABOUT PAGE & CONTENT (for your mission & values) #MozCon
  57. 57. #MozCon Online magazine for X Content on A, not just B Content written for X by X ✓ 𝘟 𝘟
  58. 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. 59. Charting YOUR REPUTATION #MozCon
  60. 60. #MozCon
  61. 61. #MozCon
  62. 62. #MozCon
  63. 63. #MozCon
  64. 64. You should be optimizing for reputation. #MozCon
  65. 65. How to Start a Reputation Gap Analysis #MozCon
  66. 66. Start with the data you have access to. #MozCon
  67. 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. 68. We’re amazing! #MozCon
  69. 69. Track trends over time. #MozCon
  70. 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. 71. We’re growing! #MozCon
  72. 72. Go higher and put your data in context. #MozCon
  73. 73. #MozCon 0 10000 20000 30000 40000 50000 60000 Non-Branded Organic Local Monthly Search Volume (to all content)
  74. 74. Huh. We could be investing in more informational content, events, & resources. #MozCon
  75. 75. Zoom up and follow the trail, not a process. #MozCon
  76. 76. #MozCon 0 200000 400000 600000 800000 1000000 1200000 Organic Local Monthly Search Volume (to all content)
  77. 77. Wow. We don’t have a visible brand. #MozCon
  78. 78. Razorfish probably isn’t too worried… #MozCon
  79. 79. #MozCon
  80. 80. We usually think of reputation loss as a singular event versus slow loss over time. #MozCon @Rhea
  81. 81. #MozCon @Rhea 92
  82. 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. 83. Develop consistency & COACH SURPRISE #strategyseries @Rhea 94
  84. 84. Making a reservation: “Are you celebrating something tonight?” #MozCon
  85. 85. When you’re seated: “What brings you out today?” #MozCon
  86. 86. Premium products and services are defined by reputation.
  87. 87. We need REPUTATION MARKETERS #MozCon
  88. 88. “corporate reputation accounts for approximately 60% of a company’s market value...” http://webershandwick.asia/research-multi-brand-spotlight/ #MozCon
  89. 89. #MozCon
  90. 90. #MozCon flickr.com/photos/tetsumo/
  91. 91. Are you a friend of reputation marketing? rhea@outspokenmedia.com #MozCon
  92. 92. Are you ready? outspokenmedia.com/ reputation-marketing/ #MozCon
  93. 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

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