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O u t s p o k e n M e d i a @ r h e a
H o w t o D o R e p u t a t i o n M a r k e t i n g
#MozCon @Rhea
flickr.com/photos/akrockefeller/
“7% of employees said they thought their agency was
exceeding their client’s expectations for digital work.”
- State of Advertising Talent Report from Smith & Betahttp://www.campaignlive.com/article/agency-workers-dont-think-digital-skills-snuff-survey-says/1407099
#MozCon @Rhea
What is REPUTATION MARKETING?
#MozCon @Rhea
Reputation marketing is not
reviews management.
#MozCon @Rhea
Reputation marketing is what happens when
you consistently exceed stakeholder
expectations.#MozCon @Rhea
CUSTOMERSSHAREHOLDERSEMPLOYEESCOMMUNITYMEDIAGOVERNMENTPARTNERS
Your stakeholders =
#MozCon @Rhea
reputation marketing [rep-yuh-tey-shuh n mahr-ki-ting] noun1. the action or business of cultivating and promoting a positive reputation.
#MozCon @Rhea
Vs.
~$300~$11,550 - $150,000
#MozCon @Rhea
One study claimed Hermès bags are a better investment
than the stock market or gold.
#MozCon @Rhea
Investment Type
Average Annual Returns 1980 - 2015
Highest Annual Returns in this Period
Lowest Annual Returns in this Period
S&P 50011.66% nominal; 8.65% real
37.20% -36.55%
Gold 1.9% 14.3% -7.9%Hermes Birkin Bags 14.2% 25% 2.1%
https://baghunter.com/pages/hermes-birkin-values-research-study#MozCon @Rhea
#MozCon @Rhea
Origin Stories
Founded in 1837Paris, France
Established as a harness and bridle workshop for carriages, then introduced saddlery and
saddlery bags.
Founded in 1941New York, New York
Established as a wallets and billfolds workshop.
Hermès Coach
#MozCon @Rhea
The Numbers
Market cap: $36.4 billion
Sales: $5.37 billion
Employees: 12,244
Market cap: $11.2 billion
Sales: $4.24 billion
Employees: 15,800
Hermès Coach
#MozCon @Rhea
What makes aGREAT REPUTATION?
#MozCon @Rhea
Reputation is an expectation of future behavior based on past experiences.
#MozCon @Rhea
We expect:
#MozCon @Rhea
We do not expect:
NPS 9-10NPS 7-8 NPS 1-6
Great reputations are grown through
consistency, dedication to your
mission, andthe element of…
#MozCon @Rhea
#MozCon @Rhea flickr.com/photos/tetsumo/
“surprised consumers [by negative news] are twice as
likely to stop buying the product as they are to continue
buying it. ”http://webershandwick.asia/research-multi-brand-spotlight/#MozCon @Rhea
What would happen if we intentionally
cultivated and promoted positive
surprises?#MozCon @Rhea
Introduce enterprise-
wide surprises
Customer service
Product quality
Results
InnovationCorporate
social responsibili
ty
Community
Workplace
#MozCon @Rhea
“seven in 10 consumers (69%) say they frequently or
regularly discuss how they feel about a product they bought.”
http://webershandwick.asia/research-multi-brand-spotlight/
#MozCon @Rhea
Society cares about reputation
#MozCon @Rhea
“while Gen Z is inclined to participate in the brand
experience, they’ll only do it when they respect the brand.”
https://contently.com/strategist/2016/06/30/5-things-marketers-need-to-know-gen-z/
#MozCon @Rhea
BRAND VS. REPUTATION
#MozCon @Rhea
Brands create impressions that
make you think or feel something.
#MozCon @Rhea
Reputations make you act based on
experience.
#MozCon @Rhea
Brand recognition does not mean engagement.
#MozCon @Rhea
The Marketing MatrixTHE BRAND / REPUTATION QUADRANT
#MozCon @Rhea
#MozCon @Rhea
BRAND MATTERS
BRAND MATTERS LESS
#MozCon @Rhea
REPUTATIONMATTERS
REPUTATION MATTERS
LESS
#MozCon @Rhea
BRAND MATTERS
BRAND MATTERS LESS
REPUTATION MATTERSREPUTATION MATTERS LESS
#MozCon @Rhea
BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS
#MozCon @Rhea
BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS
#MozCon @Rhea
BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS
#MozCon @Rhea
BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS
#MozCon @Rhea
BRAND MATTERS LESS
REPUTATION MATTERS LESS
BRAND MATTERS
REPUTATION MATTERS
How to MEASURE REPUTATION
#MozCon @Rhea
Financial Perspective
#MozCon @Rhea
Brand equityPrice premium
Market capStock price
ProfitRisk manager
Brand voiceTrafficSales
SentimentRevenue
Growth marketer
FINANCE MARKETING
Reputation KPIs across departments
#MozCon @Rhea
market value - tangible assets
= reputation
#MozCon @Rhea
3 Ways to Get Started
#MozCon @Rhea
Develop your own REPUTATION SCORE
#MozCon @Rhea
#MozCon @Rhea
Compile from relevant departments & activities- Net Promoter Score- Closed help tickets- Customer service calls- Blog & social comments- Community mentions- Employee reviews- Exit interviews
- Stock performance- CAPS rating- CEO approval rating- Retention rate- Cost per acquisition- Customer reviews- News mentions
#MozCon @Rhea
Client Reputation Score – 67%
#MozCon @Rhea
Track your mentions by SENTIMENT + TYPE
#MozCon @Rhea
#MozCon @Rhea
2012 2014 2015 20160
5
10
15
20
25
30
35
40
Blog Comment Sentiment Analysis by Year
Negative Neutral Positive
Unhap
pyHap
py
Inform
ation
seeke
r
Needs
help
Troll
Custom
er ser
vice
Opinion
ated
Misguid
ed
#MozCon @Rhea
Split into Comment Type
Adopt a process that communicates
feedback enterprise-wide.
#MozCon @Rhea
The UX team needed to know:
#MozCon @Rhea
28% of comments in Q2 were looking for this link!
While waiting for the update, we created a walkthrough video and replied to every commenter personally with details on how to apply next
time.
#MozCon @Rhea
#MozCon @Rhea
Geico’s iTunes reviews:
“…I’ve been able to get a quote, add the vehicle, and fax proof of insurance to the dealership (and now leave a full review) all while the guy
is doing our paperwork.”
Improve employee happiness and
retention by sharing good feedback with
them!#MozCon @Rhea
Audit your ABOUT PAGE & CONTENT(for your mission & values)
#MozCon @Rhea
#MozCon @Rhea
Online magazine for XContent on A, not just BContent written for X by
X
✓𝘟
𝘟
#MozCon @Rhea
Jan2016
Mar2016
Apr2016
Feb2016
Goal #1! Improved processes
Goal #2! Hired
internal team
Start
Focused on mission Restructure
d editorial & new growth
opps
Charting YOUR REPUTATION
#MozCon @Rhea
#MozCon @Rhea
#MozCon @Rhea
#MozCon @Rhea
#MozCon @Rhea
You should be optimizing
for reputation.
#MozCon @Rhea
How to Start a Reputation Gap Analysis
#MozCon @Rhea
Start with the data you have access to.
#MozCon @Rhea
#MozCon @Rhea
02000400060008000
1000012000
1st Page Non-Branded Organic Local Monthly Search Volume July 2016
(to homepage & service pages)
We’re amazing!
#MozCon @Rhea
Track trends over time.
#MozCon @Rhea
#MozCon @Rhea
02000400060008000
10000120001400016000
1st Page Non-Branded Organic Local Monthly Search Volume Jun vs Aug 2016
(to homepage & service pages)
We’re growing!
#MozCon @Rhea
Go higher and put your data in context.
#MozCon @Rhea
#MozCon @Rhea
0100002000030000400005000060000
Non-Branded Organic Local Monthly Search Volume
(to all content)
Huh.
We could be investing in more informational content,
events, & resources.
#MozCon @Rhea
Zoom up and follow the trail, not a
process.
#MozCon @Rhea
#MozCon @Rhea
0200000400000600000800000
10000001200000
Organic Local Monthly Search Volume(to all content)
Wow. We don’t have a visible brand.
#MozCon @Rhea
Razorfish probably isn’t too worried…#MozCon @Rhea
@Rhea
#MozCon @Rhea
#MozCon @Rhea
We usually think of reputation loss as a
singular event versus slow loss over time.
#MozCon @Rhea 92
“Lochte, with a reported, endorsement-driven net worth of $6.2
million, lost all major sponsors — Speedo, Ralph Lauren, Airweave and
Syneron Candela…”
http://www.seattletimes.com/sports/olympics/hope-solo-or-ryan-lochte-whose-earning-potential-was-damaged-more-during-olympics/
#MozCon @Rhea
Develop consistency & COACH SURPRISE
#strategyseries @Rhea 94
Making a reservation:“Are you celebrating something tonight?”
#MozCon @Rhea
When you’re seated:“What brings you out today?”
#MozCon @Rhea
Premium products and services are defined by reputation.
We needREPUTATION MARKETERS
#MozCon @Rhea
“corporate reputation accounts for approximately 60% of a company’s market
value...”
http://webershandwick.asia/research-multi-brand-spotlight/
#MozCon @Rhea
#MozCon @Rhea
#MozCon @Rhea flickr.com/photos/tetsumo/
Are you ready?
outspokenmedia.com/
reputation-marketing/
#MozCon @Rhea
R H E A D R Y S D A L E
O u t s p o k e n M e d i a @ r h e a
