Social Media & Your FutureReputation Management 3.0

Presented by: Kathleen HessertPresident | Sports Media Challenge@kathleenhessert

The Components…

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ReputationManagementDigital BrandPersonal Brand

Step1: Crystalize Your Personal Brand

- 3 words describing you as a professional today? (real or perceived)

- What contributes to it intentional/unintentionally?

- 3 words you want to define you?

- How large is the gap between them?

- What will you do to make it happen?

- What tools are available?

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Identity. Expertise. Personality.

Step2: Align Social Media With Biz Goals

• Be intentional

• Be distinctive

• Add value, not noise

• Apply best practices

• Be visible & visual

• Have a consistent voice

• Be time, energy & resource efficient

• Monitor, measure, refine

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Identity. Visibility. Credibility.

Teen’s Video Reaps Worldwide Attention

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• School project showcases talent& wows global audience

• 500k+ views on YouTube

• Reaps work offer from iconic brand & agency

Strategic. Authentic. Unexpected. In Demand.© 2015 All Rights Reserved 6

Casual

SPARK …….. ENGAGE …….. DEMYSTIFY …….. RELEVANCE …….. EMOTIONAL CONNECTION …….. ADVOCACY

Fan SpectrumAN Spectrum

Future Avid

Igniting the initial spark of interest, starts fans on the journey to becoming vocal brand advocates

Give them an easy & compelling reason to come back for more or they’ll disappear

Successful content: simple, grabs attention, is easily relatable to their lives

Desired Result? “I want to see more of this kind of thing “

The first step on the fan journeySPARK:

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Step3:

Monitor & Measure• Use tools to monitor and publish

• Determine KPI’s i.e. caliber &

community growth, sentiment,

engagement, strength of voice,

influencers who follow/engage

• Get & understand reports for insights

• biz intelligence

• early trend identification

• customer service

Crisis Management in the Social Age

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Velocity. Amplification. Volume. Protocol.

How-to Respond

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Assess the message

Evaluate the purpose

Unhappy Person?

Comedian wanna-be?

Dedicated complainer?

Are the facts

correct?

Are the facts

correct?

Is the Problem

being fixed

Take reasonable action to fix issue and let fan know

action taken

Does person need/deserve

more info?

Explain what’s being done to

correct the issue

Gently correct the facts

Let post stand and monitor

Yes

Yes

Yes

Yes

Yes

Yes

No

No

No

No

No

Yes

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Digital Brand Scorecard

Regularly assess your digital presence. Rate each component (1-5). Add them & divide by 10 for your score.

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Strategically aligned

Sounds like a person not a brand

Responsive & engaged

Audience growth Distinctive & visual

Integrated across platforms

Believable/instills trust

Consistent frequency

Transparent

Easily/readily shared

It’sYOURPath

CONTACT: Kathleen Hessert | President | Sports Media Challenge | www.sportsmediachallenge.com |Linkedin Twitter Facebook Instagram Snapchat12