Online Reputation Management

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Presentation transcript:

Online Reputation Management Mitigating Risk Online Reputation Management

Purpose This short course is intended for those responsible for: • Risk /Crisis Management • Corporate Affairs • Corporate Governance • Compliance • Investor and Stakeholder Relations • PR, Corporate Comms and Branding • Marketing and Advertising • Organisational Behaviour

What is Reputation Risk? • Reputation risk is the risk that presents itself when a product, activity, or posture by an organisation or its members smears the brand and image of the company locally or internationally. • Loss of confidence by key stakeholders in the companies long-term ability to fulfill its goals and objectives.

Sink or Swim? • Your reputation is everything. It drives your customers to buy products, it assists your suppliers and empowers your employees. • Most of all it creates brand advocates that live and breath your company.

Four Major Risk Area’s • Strategic • Operations • Finance • Compliance

Understanding Reputation • What is Reputation? • What drives reputation? • Opportunities and threats? • What are the impacts of a crisis? • Building a business case for a systematic approach to online reputation management.

Reputation Risk • How does online reputation risk develop and manifest? • How does this impact the business? • Four ways how to define, analyse and mitigate risk. • The importance of social media reputation policies. On the ground in Indonesia the engine cowling with the Qantas logo, along with other debris, had rained down over the populated town of Batam and on to school grounds. No-one had been injured but the Twitter-sphere and Internet were abuzz. The Qantas CEO, Alan Joyce, was travelling in a car with his head of Corporate Communications when they received a phone call asking why Qantas’ share price was falling through the floor. For them this was the first sign of a problem and highlights how social media can impact a brand instantly.

Case Study What makes reputation vulnerable. • BP Deep Water Horizon • Queensland Police • Qantas

Online Assets What are the consequences of not owning your online assets? • Twitter • Facebook • YouTube • Tumblr Associated press Tweet that took down wall street.

Mitigating Reputation Risk • Analysing Reputation Risk. • International best practice to mitigate and respond to risk. • Practical tips to predict and counter reputation risk before any damage is done.

Measuring and Monitoring • Why measure and monitor? • Early warning systems and Indicators? • Tools such as Hootsuite are essential in order to monitor brand sentiment.

Reputation Incident & Management • Business continuity in the event of a crisis. • The importance of getting on the front foot. • How to respond to a crisis event. • The importance of crisis communication plans. • Dealing with stakeholders and media.

Framework • Three building blocks for developing a reputation risk framework, Monitor Analyse, Respond. • The controls necessary to mitigate reputation risk. • Design and implement Reputation risk management framework – a tool to govern the strategies, protocols and procedures to protect reputation.

Protection and Defence • Corporate Governance. • Organisational Behaviour. • Being vigilant. • Reporting. • Do’s and don’ts of working with stakeholders such as the news and media.

Advocacy • How to create, protect and repair online reputation. • Develop online advocates.