Indispensable

You are being watched. You’re being heard of. You’re being searched–that is, online. In one of our 152 class discussions, we talked about managing online reputation and the importance of listening. Sir Barry pointed out that we need to know how other people ACTUALLY think about us. These perceptions are affected not just by the words we say, how we act and behave, but also what they get to know about us online. Sir Barry shared three points on managing online reputation (not just personal online reputation, but also online corporate reputation). These are listening, analyzing, and engaging. We need to know what people actually tell about us, and incorporate those feedback in our efforts to better improve our organization. Listening also helps in keeping an eye on how our competitors are doing. We need to analyze where these people are coming from, and engage them–personally contact them, explain things to them, thank them for being part of the organization’s growth, and a lot more creative ways.

Khris Marc Ronquillo, in his article, Tell Your Story Well published as part of the July 2010 Entrepreneur magazine, shared some worth-considering points from an interview with Brad Geiser of GeiserMaclang Marketing Communications, Inc:

It Starts with Reputation

People want to hear a good story. We can use this as we build our organization’s reputation–make stories that relate our brand with the daily, cherished experiences of the community. It has to be relevant to events that people view as important to them–moments with loved ones, milestones in their lives, and countless more memorable experiences. Our organization has to make the community feel that it has been there along; it has belonged to them for long. Geiser also noted that our story has to be “shareable”–something people would want to talk about with their friends, and with anyone else. According to him, this would help people be aware of our brand and enable us to win their favor and earn the benefit of the doubt in case we fail.

Know Thy Business

We have to know what we are about as an organization and whom we want to reach out to and form a relationship with. This way, determining what message to send becomes a lot easier–and more effective. People demand authenticity, and we can be authentic only we know who we are and what we’re about.

Train and Learn

It’s not enough to have to have the right message. We need to know how to communicate it the best way, so that it would reach the target market efficiently and create the desired impact. We need to know our tool, which is strategically NSM, and be really good at it. We must learn who our target market are, and how to best reach them. We should be competent in our industry and be updated about the trends and stay above our competitors.

Well, the bottomline is simply this: be ourselves and shape up. Unlike the time when valuable insights and life-changing revelations have to be written in papyrus with the use of ink and were very difficult to preserve for future generations, our works–specifically our online works–will last forever. When people see and feel that we are credible enough not just because we are updated with what’s currently happening but also because we speak and act genuinely, then that’s when we become indispensable.

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6 thoughts on “Indispensable

  1. Sharing stories could indeed improve people’s perception of organizations. After all, it’s human nature to want to hear such stories. Also, stories usually appeal to human emotion; thus, making the target receivers more interested in what you’re trying to say.

    However, I believe that organizations must always remember the following:

    1) The stories they share MUST be real. There’s no sense in trying to win their hearts by using a fake story. Instead of enhancing their company reputation, the act of purposely creating fake stories could negatively affect their company reputation.

    2) Ideally, the stories they share must not be about them; or realistically, must NOT be ALWAYS about them. It’s such a bad idea to just bombard the receivers with stories about their company. Stories must not focus only on how good the company is or the products are. The protagonist in their stories must be the consumers/customers. Make them realize that you do understand them. Consumers want to know that the company thinks about them, too.

    1. right, karen. nothing beats the authentic. let’s get REAL. and the real thing that organizations must face nowadays is that the control is no longer monopolized by the organization; it’s already shared with the costumers. thus, stories must be about the organization-community relationship, not just about the noisy advertiser. 🙂

  2. “People want to hear a good story. We can use this as we build our organization’s reputation–make stories that relate our brand with the daily, cherished experiences of the community.”

    I just remembered our report about Chloe Krispe Kreme. She’s an online representation of Krispe Kreme. She shares her daily activities with her online friends who also happen to be KK customers. It’ s nice that she actually incorporates the product with her daily life (better if she’s a real person/consumer). In marketing a product, companies should always assert how their product becomes part of the consumers’ daily life because if the consumers would not be able to connect the product with their needs/wants, they would think there’s no point of buying the product at all.

    1. yep, kimmy. 🙂 the key for the organization is to find the need, and meet the need. [guess it works not just for follow up/consolidation, but for businesses as well 😉 ]

  3. I believe that being consistent with the image that you are trying to portray to your target market or to the public in general is very important when you want to maintain a good reputation. More than that, the companies must live up to their vision, mission, and values. Only then will they be able to attract people who will bank trust on them and patronize their products. 🙂

  4. When I read your post, I immediately thought of McDonald’s commercials, especially the ones about “First Love” and “Lolo and Karen”. What I like about McDonald’s commercials is that these commercials reach our emotional aspect. It sends a message that if you eat at McDonald’s, good memories will be created, and you will treasure these memories for life. McDonald’s used stories to create good PR for their brand, and it gets our “awww” and claps as a response. 🙂

SO WHAT DO YOU THINK? :)

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