1. Matt Bostrom, APCO Worldwide THE SIX ONLINE REPUTATIONAL DRIVERS

2. TODAY’S CONSUMER 87% trust a friend’s recommendation over a critic’s review —Marketing Sherpa Spends 1 in every 4.5 minutes online on a social networking site —Nielsen 300% more likely to trust other social network users’ opinions over advertising —eMarketer

3. IT’S ALL ABOUT INFORMANTS Get news from blogs or social networks Write or contribute to a blog Post updates to a social network (Facebook, Twitter, LinkedIn) Leave comments on public blogs or online forums Share photos or videos on websites, blogs or social networks Organize an online or physical event related to social media Share or promote news or product reviews on social networks

4. THE SIX FACTORS

11. RAZORFISH LIMINAL SAYS

13. Who Does it Well?

17. E: mbostrom@apcoworldwide.com T: @mbostrom Lin: http://www.linkedin.com/in/matthewbostromhttp://www.linkedin.com/in/matthewbostrom