reputation management at internet
DESCRIPTION
by Volodymyr DehtyarovTRANSCRIPT
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How Social Media Influence Corporate
Reputation
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PR = Reputation Management?
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What is Reputation?
What is reputation? Reputation is the opinion (more technically, a social evaluation)
of the public toward a person, a group of people, or an organization. (Wikipedia)
The term “corporate reputation” refers to how positively, or negatively, a company or similar institution is perceived by its key stakeholders such as employees, customers, members of the media, investors, NGOs, suppliers and financial analysts. (Leslie Gaines-Ross)
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How Do You Manage Reputation?
you
reputation
What you doWhat you say
What the media say about you
What other people say about you
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Top Google Search Results for McDonald’s in .ua1. МакДональдз® в Укра?нi McDonald's Privacy Policy | Terms and Conditions © McDonald's Corporation. All rights reserved.
www.mcdonalds.ua/ - 10k - Кеш - Подібні сторінки
2. На «Есть работе!» есть блог. Разоблачение McDonalds'а Как мои читатели McDonalds разоблачали, да и меня попутно. estrabota.com.ua/blog/view_topic.php?id=185 - 22k - Кеш - Подібні сторінки
1. На «Есть работе!» есть блог. Как работает McDonald's Как ни странно, первый московским McDonalds выдержал наплыв народа и ажиотаж в начале .... McDonalds весь работает по стандарту. Есть целый сборник правил, ...estrabota.com.ua/blog/view_topic.php?id=166 - 73k - Кеш - Подібні сторінки
3. McDonalds «Поштова площа» — работодатели Netbee. Ресторан швидкого обслуговування McDonalds "Поштова площа" запрошує на роботу енергiйних людей рiзного вiку(вiд 18). Ми пропонуємо гнучкий графік роботи, ...www.netbee.ua/employer/67/ - 21k - Кеш - Подібні сторінки
4. Киев 2000 — Закусочные Киева - McDonaldsКиев 2000 Киевский городской сервер. Закусочные Киева - McDonalds.www.kiev2000.com/poster/posterview.asp?Id=260 - 19k - Кеш - Подібні сторінкиVIDEO.ukr.net ::
5. «McDonalds - реклама и действительность» - Лучшее ...2007; Добавить в друзья; McDonalds - реклама и действительность; Категория: Реклама; Тэги: реклама mcdonalds действительность; 3gp: скачать в 3gp; URL: ...video.ukr.net/videos/show/key/bb4df26834bd4ffec0137ec5e2d1f73e/ - 46k - Кеш - Подібні сторінки
6. Видео McDonalds, реклама McDonalds. реклама. Показать код ссылки. Рейтинг:. Просмотров: 370 ... Ronald McDonalds As You've Never Seen Her Комментариев: 5 Время: 0:31 ...video.i.ua/user/682340/5214/20995/ - 25k - Кеш - Подібні сторінки
7. McDonalds заразил вирусом - .REDO – хостинг и регистрация доменов ... Не так давно стало известно, что промо-акция, представленная компанией Coca-Cola и японским филиалом McDonalds завершилась громким скандалом.redo.com.ua/?id=inter_f&addnews=McDonalds-infected-by-the-virus&lang=ru - 77k - Кеш - Подібні сторінки
8. Высокоскоростной интернет в Украине - www.broadband.org.ua ...С октября первым национальным оператором телекоммуникационных услуг третьего поколения PEOPLEnet совместно с компанией McDonalds была развернута тестовая ...www.broadband.org.ua/content/view/1022/329/ - 31k - Кеш - Подібні сторінки
9. McDonalds отказался от идеи размещать рекламу на школьных табелях ...Информационный сайт про рынок рекламы, маркетинга и PR. Реклама в СМИ, медиа реклама, интернет реклама, внешняя реклама, рекламные агентства, рекламное фото ...ww.proreklamu.com/content/view/8604/475/ - 47k - Кеш - Подібні сторінки
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Case 1
Intel Chip Case, 1994
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Case 2
AOL Account Cancellation, 2006
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Case 3
Mayor Video, September 2007
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ONLY NEGATIVE COVERAGE?
NOT ALWAYS…
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Case 4
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How Does the Internet Change the Way We Do PR?
Conversation
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Everybody’s Got a Microphone
Blogs
Wikis
Podcasts
Social networks
Social bookmarking
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Forrester’s Social Technographics
http://blogs.forrester.com/charleneli/2007/04/forresters_new_.html
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Who is Blogging?
Journalists Experts Opinion leaders People with large social networks (including offline) People with an agenda …
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Case 5
“Save Old Kyiv” community
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Rules of Engagement
Source: Eric Druckenmiller, media director at Deep Focus, via iMedia Connection http://www.imediaconnection.com/content/13589.asp
Genuineness
Utility
Subtlety
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What’s In There For You?
Creator
Critic
Collector
Joiner
Spectator
-Initiate conversation-Educate and promote-Help others find you
-Convey your reaction to events-Help good news find more eyeballs
-Collect relevant information-Help others find it
-Promote yourself in communities-Identify loyal customers-Identify potential partners
-Monitor what others say about you-Stay on top of trends-Learn new things
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Case In PointNords PR Blog
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Investment
Blog engine – free Setting up the blog – 2 hours Posting on the blog – up to 4 hours/week Commenting on the blog – up to 3 hours/week Promoting the blog – up to 1 hour/week
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How It Helps
Makes it easier to find us on the Web Consistently within 5 top search results for Nords PR
Gives our company a human face 5 faces
Creates a conversation with PR & media community Comments and discussions
Explains our philosophy to prospective clients Marketing purpose
Educates the professional community Helps develop our market
Lets us test ideas and concepts Clients consider us experts on new media
Keeps us on the toes As bloggers, we have no choice but to be in the know
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Is blogging for you?
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5 Questions
1. Are your stakeholders on the Web?
2. Do you understand the principles of conversation?
3. Do you really understand why you do this?
4. Do you have enough resources to do this?
5. Is your company ready for a conversation?
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PR the new way
46/2 Moskovska St., #32Kyiv 01015
(044) 390 3589, (050) 332 [email protected]
www.nordspr.com.uanordspr.blogspot.com