aut guest lecture: reputation management in a social age
Post on 21-Oct-2014
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This is a Keynote presentation I delivered for an AUT guest lecture, on reputation management in a social media age. Using examples of corporate crisis, and daily practice from my career in public relations, I argue that maybe it's time we rethink the word 'crisis'.TRANSCRIPT
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Reputation management in a social media age
AUT guest lecturer: Mikela Dennison (MCS)
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Hi, nice to meet you
The Clarity Business
Master of Communications (First Class)
bFM, Homebrew, Core, Cassette, PRiNZ, AUT
Twitter: @mikelaPR
Blog: Shape The Message
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Reputation Management 101
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"It takes 20 years to build a reputation and 5 minutes to ruin it"
Warren Buffett
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New technology
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Is the definition of 'crisis' changing?
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In the beginning...
Product recalls
Corporate misdeed or greed
Financial errors
Staff issues
Manufacturing practice
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What's the situation today?
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Reputation in 2014Consumers trust ads less, and create their own content about brands and products
Consumers (you and me) are more connected than ever before: local is global and vice versa
Organisations are waking up to two-way communication
'Crises' are more frequent, more intense and more global in their reach
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These days a crisis can be from a...
Photo or video
Tweet or article
Leaked document
Offhand comment
Misread of the times
Comment taken out of context
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One way or two way?
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Crises to consider
Air New Zealand's Sports Illustrated safety video
Fonterra milk products and pipe issues
LA Clipper's owner's racism goes viral
Lululemon
Abercrombie & Fitch
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Reputation goes social
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Every day role of new tech
Hootsuite and issues management
Google Alerts for client names, topics, cues
Media monitoring for coverage
Social media sites
Protocols for issues management and escalation
Train clients with more than traditional media
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Listening tools
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Proactive listeningTwitter lists and saved streams
Blog forums and comment sections
Research and focus groups
Social media conversations
Preempting your issues management and strategic crisis preparations
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Responding
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It's been said that consumers are 80% less likely to make a product purchase after seeing a negative review online
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Client expectations
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Tech tools in a crisis
Live Twitter Q & A
Linking to corporate blog
Video response
Vocal advocates online
Link to commonly asked questions
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What are the risks?Hashtags go haywire #oops
Popular social users go viral
Turning a blind eye or going silent
Deleting comments #screenshot
Not going to where the crisis started
Taking too long to respond or the competition jumps on it
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What's ahead?
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