Reputation Management October 16, 2008

Trust in Online

• 41 percent trust Internet news according to (HarrisInteractive)

• From Searchers: Do you trust your search engine with your information? No say 62% (hakia)

• 44% of searchers regularly use just one engine, and another 48% use just two or three (Pew/Internet)

• Marketshare (ComScore):– Google 61%– Yahoo 20%– Microsoft 8%

When Groundswell Occurs, It’s Hard to Stop

Not Only Do Posts Occur, They Create Conversations & Memes

Time Moves Quickly On the Internet

Crisis PR: Time Is Of The Essence

• Crisis tenets apply• Like crisis, messaging cannot stray from facts• Timely reactions are critical to stymie crisis• Big blogs, social network users prompt

immediate reaction• Cannot overpromise!• Even small blogs, social network users should

be responded to w/in 24 hours

Influence As Pictured by Simon Collister

jetBlue Crisis

His Badness

Badness = Bad Reputation

According to the NY Times, one fan wrote to prince.org:

The more I think about it, I say just drop him, remove all content, let him have his way. It’s obvious he doesn’t want us as fans anymore, so why should we want him?

Dell Learns to Listen

Admitting Fault

• Key to Dell Hell turnaround: Listening• Acknowledging• Doing something about it• If you can’t or shouldn’t fix it, acknowledge

remarks• Use your social tools• Don’t apologize and do it again: Change!

Diacetyl Crisis

Image by Sage - http://tinyurl.com/3jptva

Where the Wild Things Are

Handling Trolls

• Identify through search, previous Incidents

• Attention seekers• Don’t feed the trolls!• If it’s serious, state your

facts on your blog referencing the situation

• Nikon D80 example

Questions?

Additional reading: http://tinyurl.com/4g8bug