masterclass interactive pr & corporate reputation management
DESCRIPTION
This presentation is given on the 6th of July 2010 at de Haagse Hogeschool to students of International Communication Management. The topics which are being discussed are Interactive PR & Corporate Reputation Management from the Social Media perspective and my view.TRANSCRIPT
Masterclass Corporate Reputation Management & Interactive PR
International Communication ManagementHaagse Hogeschool, 6th of July 2010
Who am I?Alex MatatulaNoLinea 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 & Event PromotionHospitality, Gastronomy, Media, Entertainment & Financial Services
What business will I be in the future?The same!
Today
Corporate Reputation Management Reputation management is the process of tracking an entity's actions and
other entities' opinions about those actions; reporting on those actions and opinions;
and reacting to that report creating a feedback loop.
All entities involved are generally people, but that need not always be the case.
Other examples of entities include animals, businesses, or even locations or materials.
The tracking and reporting may range from word-of-mouth to statistical analysis of thousands of data points.
PR"the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action,
which will serve both the organization and the public interest."
Interactive PR“the use of Internet tools and technologies such as
search engines, Web 2.0 social bookmarking, new media relations, blogging and social media marketing.
Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and communicate directly
with the public, customers and prospects.”
Corporate Reputation Management
Corporate Reputation Management
Corporate Reputation Management
Corporate Reputation Management
Corporate Reputation Management
Corporate Reputation Management
So know about: Who you are
What you stand forWhat you doWhy you do itHow you do it
What others think or know about you
NOT ONLY NOW, ALSO IN THE FUTURE… &
Corporate Reputation Management
Stay true to your Identity & Beliefs
Corporate Reputation Management
Determine the SOUL OF THE COMPANY by knowing your:
Corporate Reputation Management
Determine the SOUL OF THE COMPANY by knowing your:
Corporate Reputation Management
Determine the SOUL OF THE COMPANY by knowing your:
Corporate Reputation Management
Determine the SOUL OF THE COMPANY by knowing your:
POSITION
Alex Matatula - Dialogue is key to success!
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 basic strategiesBrandedEndorsed
Monolithic
Brand Development
BrandedEach product has its own name without any
connection to the parent company.
Brand Development
EndorsedEach product has its own identity, but is related to the parent company in a way.
Brand Development
MonolithicEach product operates under the name of
the parent company
Corporate Reputation Management
Strategy“Walk the talk and be consistent”
Corporate Reputation Management
GoalFrom Push to Pull Strategy
Corporate Reputation Management
The 6 pillars of Reputation Management / Reputation Quotient (RQ)
Corporate Reputation Management
Social Responsibilitya. Supports good causesb. Environmentally responsiblec. Treats people well
Corporate Reputation Management
Products & Servicesa. Stands behind product/servicesb. Offers high quality products/servicesc. Develops innovative products /servicesd. Offers products/services that are good value
Corporate Reputation Management
Emotional Appeala. Good feeling about the companyb. Admire and respect the companyc. Trust the company a great deal
Corporate Reputation Management
Vision & Leadershipa. Has excellent leadershipb. Has a clear vision for the futurec. Recognizes/takes advantage of market opportunities
Corporate Reputation Management
Financial Performancea. Record of profitabilityb. Looks like a low risk investmentc. Strong prospects for future growthd. Tends to outperform its competitors
Corporate Reputation Management
Workplace Environment (Internal communication)a. Is well-managedb. Looks like a good company to work forc. Looks like it would have good employees
Corporate Reputation Management
Background factorsBrand awareness
Size of the companyBranche influenceCountry of origin
These factors are manageable and could lead to TRUST.
Circle of TRUST
Corporate Reputation Management
REVIEWS & RECOMMENDATIONSNext to your OWN EXPERIENCE the image of acompany is formed by WORD-OF-MOUTH and
MEDIA.
Corporate Reputation Management
OWN EXPERIENCE = TRUSTWORTHY
Corporate Reputation Management
WORD-OF-MOUTH = INFLUENCIAL
Corporate Reputation Management
MEDIA = GETTING LESS TRUSTWORTHY
Mediatypes
Owned Media, Paid Media, Earned Media
AcquisitionI am blogging and participating in Social Media about the services I provide.
SHARING KNOWLEDGEMy clients invite me, and I select which challenges I want to take. PERFORMANCEBy “walking the talk” and asking for recommendations I provide myself withnew challenges. PARTNERSNext to this I work with all kinds of partners, each with their own specialism.We also provide each other with new challenges. SO FAR, SO GOOD!
Strategy
Assembly for attackWhy do we want to determine a strategy?
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!
Strategy
SWOT-AnalysisDigging deeper into yourself, what are your
Strengths & Weaknesses.Looking at your surroundings, what are your
Opportunities & Threats.
Strategy
Checking out the competitionWho are your competitors?
What can you learn from your competitors?
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?
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.
From Strategy to Action
Designing an action plan by using the POST-method
POST-method
People, which people are involved?
POST-method
Objectives, so now we have to set our goals
POST-method
Compose the Strategy, what do want to have developed in your relationship?
POST-method
Technologies to ENGAGE
Engagement PR
Telling a story
Engagement PR
Monetize
Engagement PR
Dialogue
Engagement PR
Proactive & Reactive
Evaluate & Optimize
Continue these steps!
Examples
BP (worst case scenario), big challenge PR wise and devastating for their reputation
Examples
ID&T – SensationWent bankrupt, but reputation is good,
so still alive and kicking
Examples
CitizenM – Real unique ideology, big on Products & Services, Vision & Leadership, and Workplace
Environment…
Questions
Thanks!
Presentation will be on Linkedin.You can find me on: