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REPUTATION IS BIGGER THAN BRAND

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Page 1: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

REPUTATION IS

BIGGER THAN BRAND

Page 2: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 3: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 4: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 5: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 6: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 7: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

REPUTATION IS EVERYTHING

Page 8: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

IS BIGGER THAN BRAND REPUTATION

Page 9: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

BYPRODUCT OF INTERNET

Page 10: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

DECISIONS ALMOST MADE BY MACHINE

Page 11: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

REPUTATION IS EVERYTHING

And it lives on the Internet.

Page 12: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

DECISION MAKERS look online for information

about businesses.

Page 13: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

97% of people

use online media when researching

products and services.

90% use search

engines.

Page 14: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

And they make decisions based on what they find online.

Page 15: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

74% say they would decline to do

business with a company if they found something negative

about the company online.

80% have changed their minds

about a recommended purchase based solely on negative information

they found online.

87% say a positive online

comment has confirmed a purchase decision.

Page 16: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

REAL ESTATE

Page 17: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

MULTIPLE WAYS TO BE…

ONLINE

Page 18: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 19: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

truthful up-to date

relevant comprehensive authoritative

Page 20: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 21: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

THE INTERNET AMPLIFIES

Page 22: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

ULURP! ULURP! ULURP!

ULU

RP

!

VAR

IAN

CE

!

Page 23: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

truthful up-to date

relevant comprehensive authoritative

Page 24: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

truthful up-to date

relevant comprehensive authoritative ?

Page 25: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

THEY WILL ASSUME WHAT THEY FIND IS TRUE.

Page 26: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

A BASIC BIAS OF THE INTERNET.

Page 27: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 28: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 29: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

AFFECTS EVERYONE YOU CARE ABOUT

Page 30: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

FINANCING

Page 31: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

END CUSTOMERS

Page 32: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

EMPLOYEES

Page 33: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

PUBLIC/POLITICAL INFLUENCERS

Page 34: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

REPUTATION has outgrown its ancestor

BRAND

Page 35: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 36: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

BRAND

Page 37: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 38: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 39: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 40: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 41: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Real-Time Web Daily Internet

Social Media

Page 42: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Internet radical change in

mechanisms for control.

Page 43: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 44: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 45: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Low cost of storage

Search dominance

Page 46: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Continuous

Page 47: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Accelerating

Page 48: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Public

Page 49: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 50: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Especially Important

Page 51: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Third Phase of the Internet

Page 52: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 53: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Connection of data from different data sets . . .

Page 54: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Personal data

Professional data

Social media

Mobile media

Page 55: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

And… Powerful

new algorithms

Page 56: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Which create

Page 57: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Scores for everything

Page 58: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION
Page 59: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

The reputation of everything and everyone

will be scored.

Page 60: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

When everything has a number . . .

Page 61: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

DECISIONS ALMOST MADE BY MACHINE

Page 62: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

We see it happen already in other contexts . . .

Page 63: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Mortgage financing

Page 64: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Health insurance

Page 65: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Sense of objectivity

Page 66: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Large-scale decision-making

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Speed

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Fairness

Page 69: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Understand that you have

a digital reputation

Page 70: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

Because people and machines will rely on it!

Page 71: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

And make decisions about your business

(and you)

Page 72: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

The Internet Giveth

Page 73: REPUTATION IS BIGGER · BIGGER REPUTATION IS THAN BRAND . REPUTATION IS EVERYTHING . IS BIGGER THAN BRAND REPUTATION . BYPRODUCT OF INTERNET . DECISIONS ALMOST MADE BY MACHINE . REPUTATION

And the Internet Giveth Some More!

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Thank you!

@michaelfertik