The Age of Reputation Marketing

ConfluenceCon, 2015Presenter: Danica Jones, Marketing Manager

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The Old Way: Reputation Management

Historically, brands have had their dirty secrets uncovered online and are forced to release a PR campaign to explain.

The result? SERP immortality.

THE NEW WAY:Don’t just brand your name…Brand your customer experience.

This is the end of reputation management.

The age of reputation marketing is here.

…so what IS reputation marketing?“You are what you share.”

-Charles Leadbetter

“You are what you AND consumers share.”

-Danica Jones

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There’s some resources available online, but most of them are incredibly outdated. As of this presentation, nearly 2,000 books on Reputation

Management were available on Amazon

Only 93 books on Reputation Marketing were available

13 of those books were published within the past year

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THE REPUTATION MARKETING EQUATION:

PR + UX + CX =

PROFIT

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Marketers and PR teams can no longer wait to put out a fire.

Commit to putting the fire hose away. Aim for a proactive approach to building your reputation.

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Get PROACTIVE. The best way to avoid putting out fires?

Don’t let them start in the first place!

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Why? Consumer behavior has evolved.

Number of reviews read0%

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Withthousandsofconsumerchannelsonline,it’sessentialtodiscover,engage,monitorandmaintaineverychannelyourcustomersareactivein.

Consumers read 2-6 reviews before the Zero Moment of Truth (Google).

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What you don’t own is a greater risk to reputation.Leveraging third-party media properties for additional visibility requires engagement and accountability.

Where is your brand currently mentioned by consumers?

Reach out to those sites and invest in effectively branding your customer experience.

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Customer feedback matters.

To increase transparency, don’t grade your own homework.

Use third-party review collection to collect

an unbiased sampling of feedback…

Consumers don’t expect a perfect score.

4.5-star ratings are often trusted as much

as THREE TIMES more than 5-star ratings.

Above all, DON’T FAKE FEEDBACK!

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Feedback VolumeWhile review volume impact may vary from vertical to vertical, a broader sample set gives your target audience rich insights.

Remember: A 3 or 4-star review doesn’t always deter potential customers. Often, these reviews contain richer feedback about the product to help others determine if the product may be a better fit for their needs.Example: If you’re tall, and a shorter consumer rates long pants at a 3-star rating, you may rate the pants at a 5-star rating.

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Testimonials speak for themselves.Incorporating testimonials into your marketing helps you:

Prove your worth

Build consumer trust

STAND OUT

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Reputation marketing gives you data to drive results.Consumer insights steer marketing strategy

Customer insights steer customer experience improvements

Maintain a valuable analytics library to reference

Become a cool hunter

Everything you receive from your audience helps you generate revenue

Ready to take the first step? Download our free Social Proof guide.We know reputation marketing. Our partnered brands use our proven strategies every day to improve on every facet of successful reputation marketing strategy. We’ve

got your back.