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WebPR and Online Reputation Management

WebPR and Online Reputation Management. “ Public relations is the practice of managing the flow of information between an organisation and its publics.” Wikipedia. How is WebPR different?. You have less control…. … over FAR MORE channels. Websites Blogs Forums Social networks

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WebPR and Online Reputation Management

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  1. WebPR and Online Reputation Management

  2. “ Public relations is the practice of managing the flow of information between an organisation and its publics.” Wikipedia

  3. How is WebPR different?

  4. You have less control…

  5. … over FAR MORE channels

  6. Websites • Blogs • Forums • Social networks • Instant messenger • Email • SMS • Twitter

  7. Your market has less attention…

  8. …and they only care about themselves

  9. Lets look at blogs specifically…

  10. Well over 120 million blogs

  11. Still over 200 000 new ones created daily

  12. “kudos” 305 000 blogs

  13. “boycott” 153 000 blogs

  14. “scam” 253 000 blogs

  15. People are talking…

  16. Why are blogs important?

  17. They dominate search results

  18. They are the voice of your brand perception

  19. 1.2 million people search for “Delta Airlines” each month.

  20. So consumers have a voice like never before!

  21. Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration. European Travel Commission

  22. 88% of Trip Advisor visitors are influenced by the content the read on the site

  23. Consumer Generated Content influences over $10 Billion per year in online travel Compete.com

  24. Even Twitter has made things more complex!

  25. So, how do we tame this wild beast?

  26. We don’t!

  27. Listen | THINK | Engage

  28. Lets start with the listening…

  29. Online Reputation Monitoring

  30. “ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things differently. ” Warren Buffet

  31. Wikipedia: reputation is the general opinion, or more technically, a social evaluation, of the public toward a person, a group of people, or an organization.

  32. How is online reputation different?

  33. It spreads faster...

  34. … and the evidence lasts longer

  35. 2 primary methods of monitoring reputation

  36. Mention tracking and buzz tracking

  37. Buzz tracking uses AI to determine sentiment

  38. It is the only realistic option for mega brands

  39. Mention trackers report back on individual mentions

  40. No sentiment analysis or reporting

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