AUT Guest Lecture: Reputation management in a social age

Reputation management in a social media age

AUT guest lecturer: Mikela Dennison (MCS)

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

Reputation Management 101

"It takes 20 years to build a reputation and 5 minutes to ruin it"

Warren Buffett

New technology

Is the definition of 'crisis' changing?

In the beginning...

Product recalls

Corporate misdeed or greed

Financial errors

Staff issues

Manufacturing practice

What's the situation today?

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

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

One way or two way?

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

Reputation goes social

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

Listening tools

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

Responding

It's been said that consumers are 80% less likely to make a product purchase after seeing a negative review online

Client expectations

Tech tools in a crisis

Live Twitter Q & A

Linking to corporate blog

Video response

Vocal advocates online

Link to commonly asked questions

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

What's ahead?