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Step awayfrom thecrayons!
Alan BrightCEO. Twentyfive
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What’s the link?
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How valuable do you think your company’sreputation
is?
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Is it worth protecting, and if so,how?
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What’s the link here?AdvertisingMarketing literaturePRCorporate identityWebsite
Networking groupsForumsSocial mediaBlogging sitesPress, radio and TV-------------------------------
These we can control------------------------------These are far more difficult to control
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experiences
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perceptions
Every reputation is built by:
and
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“It takes many good deeds to build a good reputation,
and only one bad one to lose it”
Benjamin Franklin
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Experiences and perceptionscome from:
Your own personal experiencesThe personal experiences of friends
Experiences given by work colleagues Gossip and hearsay
Company ----------------------- (CRM) ------------------ Customer
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… many points of contact
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Marketing attracts, but positive experiences
help to retain customers
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Marketing is tactical, controlling reputation
has to be strategic.
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Simples!
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So how do you make your marketing authentic?
AdvertisingMarketing literaturePRCorporate identityWebsite
Networking groupsForumsSocial mediaBlogging sitesPress, radio and TV
Control your delivery culture
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Look at these things…Telephone mannersSpeed of responseEmpire buildingLoose cannonsUnsubscribers
Phone auto optionsInternal communicationsStaff attitudesFulfilling promisesTop-to-bottom buy in
= managed internal delivery culture
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You need to build a strong foundation
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Some of the benefits of controlling your reputation • Authentic sales and marketing messages • Gain and retain more customers• Lower recruitment costs, staff churn is reduced• Morale improves because the culture improves • Future planning will benefit from a
predetermined strategy • Overheads reduce through aligned processes • Profitability improves
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Create the right culture
Fringe employees and Jobsworths
Involved Employees
Your ‘A’ Team
You, theleaders
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Four elements form the basis ofevery business…
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Copyright Twentyfive Creative LLP
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What are our values?What is our purpose?What is our vision?
How will we achieve this? What are our principles?
What are our behaviours?
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Values, Behaviours,Principles, and Vision
LIVED OUTthroughout the whole
organisation
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Begin with a diagnosticThen define your culture
Then address your marketing
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and that’s the best way to improve the return
on your marketing budget!
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“It takes 20 years to build a reputation and
five minutes to ruin it. If you think about that,
you’ll do things differently”
Warren BuffettAmerican businessman, investor, philanthropist