1. digital reputation
management
Javier Leiva-Aguilera
London. November 18th
, 2010

2. good reputation,
bad reputation
Audrey
http://www.flickr.com/photos/audreyjm529/
Thomas Bresson
http://www.flickr.com/photos/computerhotline/
javier leiva-aguilera
www.javierleiva.info
www.catorze.com

3. what reputation is not: brand
how can I transmit my values?
first of all, are they authentic?
the goal is to align brand and reputation
javier leiva-aguilera
www.javierleiva.info
www.catorze.com

4. What reputation is
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
others' perception about me
how I see myself? brand to transmit→
how do others see me? reputation→
how I think others are seeing me? distorsion?→

5. why we need to worry about it?
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
because we want to sell
because is our presentation card
because reputation is very infectious
Janice Bovancovich
http://www.flickr.com/photos/nightamazon/

6. what affects our reputation?
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
what we say about us
+
our behavior: integrity
what others say about us

7. to manage or to distort?
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
the importance of transparence
to look honestly you
have to be honest
co-he-rence
Jesús Abizanda
http://www.flickr.com/photos/jesusabizanda/

8. corporative reputation
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
features
it refers to a company, an institution
every company have more than one reputation
we cannot like to everybody

9. corporative reputation
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
aim
it must help to achieve company goals
Werner Vermaak
http://www.flickr.com/photos/changereality/

10. digital reputation strategies
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
who are you? sum of attributes→
which are your skills?
does it fit?
what do you want to achieve?
how can you obtain it?

11. internet vs oldternet
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
news spread fast // slow
everyone can publish // only institutions
need to rush // could take some time

12. purchase decisions
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
convenience
quality of the product
price
consumer opinions

13. three steps in drm
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
1. monitor
2. analyze
3. influence

14. internet: who coordinates?
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
community
manager
Casey Serin
http://www.flickr.com/photos/sercasey/

15. duties
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
to listen
to circulate
to explain
to seek
to find
Xurbie
http://www.flickr.com/photos/xurble/

16. central places...
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
where people are:
at social
media
sites
but not only
Web Treats
http://www.flickr.com/photos/webtreatsetc/

17. possible issues...
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
complaint sites
single angry customer
negative domain names
competitor attacks

18. …and possible solutions
javier leiva-aguilera
www.javierleiva.info
www.catorze.com
say the truth
do not hide
send your side of the history
publish information about the issue at your site
contact of the record
consult a lawyer*

19. javier leiva-aguilera
javierleiva.info / catorze.com
javier@catorze.com
thanks for listening