Experts Edge Webinar - 12th October, 2011 -
Recording access is here
Hannah Samuel – notes from the Experts Edge Webinar
Reputation is about what others say about us. We can’t control this but it is at the heart of the decisions we make about everything.
We all have different perspectives about the same thing. Example – Madonna – some of us will think of her as being ‘the material girl’, others as the ‘vogue girl’ and others as various other of her re-inventions, including that of adoptive mother.
There are 3 key things to remember about Reputation Branding:
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What someone says about themselves
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What others say about them
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What I (the customer) experiences.
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If we know nothing else about someone, we will form a judgement based on their reputation.
75% of us won’t believe in the claims made by organizations about themselves.
Up to 85% of business comes from Referrals and recommendations.
Consider the travel industry – which is becoming increasingly governed by recommendations- especially online ones.
Word of Mouth is 8x more powerful than advertising.
The downside of this is when what is being said is a negative opinion.
If someone writes something negative about you online – best to not remove it – but to acknowledge it and respond. This is where you will demonstrate your integrity and willingness to be challenged or held to account.
Silent whispers can be most damaging – in the digital domain, good news travels fast, but bad news even faster. We are now more cynical than ever before – it’s not often a matter of being given second chances these days.
Compete with Ease:
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Emotion
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Experience
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Esteem and the backbone of this is Ethics.
Do I like you, what is my experience of you, do you treat me with esteem (value me) and are you ethical. These are the questions asked by most customers when considering loyalty and a willingness to invest time and money with a company or individual provider of service now.
So – your best bet is to apply a REPUTATION LENS to your business and consider these points. How do you stack up?
Avoid:
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Over-promising and under-delivering
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Failing to keep abreast of what’s going on in your own industry/marketplace
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Breach of trust – ever.
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Do keep:
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Communication channels open
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Keep up with trends – what’s fresh, new, news in your business.
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Get endorsements – but avoid incentivized testimonials.
Hannah is available for contact at
www.hannahsamuel.com and if you email her following on from this webinar and mention it to her, she’ll send you a free copy of her ebook on the subject of Reputation.
