This document discusses brand reputation management and crisis prevention in the digital age. It notes that crises can now spread globally very quickly online and cost companies millions due to negative commentary. It provides tips for companies to audit vulnerabilities, monitor all relevant audiences, create a dedicated monitoring team, and develop response processes to quickly address issues to prevent reputational damage. The key message is that companies must monitor their online reputation as diligently as building their brand to avoid costly crises sparked by negative social media posts.
4. It’s
not
just
the
usual
suspects
that
get
into
trouble
• Agribusiness
• Animal
Care
• Automo7ve
&
Transporta7on
• Building
&
Construc7on
• Consumer
Goods
• Defense
&
Aerospace
• Educa7on
• Energy,
Power
&
U7li7es
• Fashion
&
Lifestyle
• Financial
Services
&
Insurance
• Food
&
Beverage
• Global
Security
• Government
• Healthcare
• Luxury
• Manufacturing
• Retail
• Sports
• Technology
• Travel
&
Tourism
5. The
cost
of
crises
Perrier (Benzene incldent) $263,000,000 4x
Union Carbide (Bhopal) $527,000,000 8x
Pan Am (Lockerbie) $652,000,000 9x
Barings Bank $900,000,000 13 x
Occidental Oil (Piper Alpha) $1,400,000,000 20 x
Exxon (Valdez spill) $13,000,000,000 186 x
Source:
Managing
corporate
reputa7on
through
crisis
–
Adam
Jolly
-‐includes
cleanup
costs,
days
of
lost
produc7on,
boycoQs,
recalls,
falling
share
price,
brand
damage
6. The
Internet
is
a
Crisis
“Game-‐Changer”
One
person
can
Crises
play
on
a
Pace
of
events
“light
the
fire”
global
stage
accelerates
6
7. $10
million
reputa7on
damage
in
10
days
• A
forum
was
used
to
seed
the
complaint
about
Kryptonite
• Blogs,
Search
Engines
and
Social
Media
spread
the
nega7ve
message
• Because
Search
Engines
record
everything,
one
forum
contributor
had
a
viral
audience
of
millions.
The
nega7ve
reputa7on
is
archived
forever
un7l
you
ac7vely
neutralize
it
• A
reputa7on
was
destroyed
online
in
10
days
• The
cost
of
ignoring
online
=
10
million
USD
product
recall
8. The
reputa7on
of
a
market
leader
destroyed
• Kryptonite
has
had
over
500,000
viewers
on
one
channel
alone
• Blogs
and
Search
Engine
results
con7nue
to
damage
the
reputa7on
long
a_er
the
crisis
is
resolved
hQp://www.youtube.com/watch?v=t8XxcOj3Seo
9. San
Lu
crisis:
Chinese
ne7zens
get
crea7ve
12
September
2008
Source:
hQp://www.chinasmack.com
10. Lenovo
crisis
averted
because
of
issues
monitoring
• In
2006
BaQery
catches
fire
in
LAX
United
Airlines
lounge
• Forum
post
on
somethingawful.com
• Lenovo
monitoring
team
picked
up
the
discussion
• Within
1
hour
Lenovo
scien7sts
flew
to
LAX
to
examine
the
issue
• Sony
baQery
determined
to
be
the
issue
• Sony
issues
recall
• Lenovo
reputa7on
saved
11.
Remember
-‐
Search
engines
record
all
kinds
of
media
and
store
it
forever
Source
–
seomoz.com
12. Key
Ques7on
• Why
spend
millions
building
your
brand
if
you
won’t
spend
a
few
thousand
dollars
on
a
monitoring
its
reputa7on?
Big
brand
with
a
mul7-‐
million
dollar
marke7ng
budget
Unhappy
customer
grumbling
in
an
internet
cafe
14. Tip
1
-‐
Villain
Avoidance:
Vulnerability
Assessment
Audit
• An
honest
examina7on
of
every
aspect
of
your
business
• Skeletons
in
the
closet?
• A
list
of
possible
crisis
areas…
15. Tip
2
-‐
With
All
Monitoring
Make
Sure
that
You
Cover
Off
Audiences
Customers
Distributors General Public
Vendors Media
Employees Financial Institutions
Government Industry Analysts
NGOs
16. Tip
3
-‐
Create
a
team,
don’t
rely
on
the
en7re
Company
§ Monitoring
should
be
done
by
a
dedicated
team
but
all
parts
of
the
Human
business
need
to
be
in
the
loop
Resources
when
deciding
ac7on
Marketing and
Legal
Communications
Team
Monitoring
Solution Customer
Finance
Service
Operations
17. Tip
4-‐
Create
a
process,
so
that
everyone
is
on
the
same
page
18. Be
prepared
for
all
scenarios
Take
reasonable
ac7on
to
fix
issue
and
let
customer
know
ac7on
taken
Posi7ve
Nega7ve
Yes
Yes
No
Do
you
want
Assess
the
Evaluate
the
Does
customer
need/
to
respond?
message
purpose
deserve
more
info?
Yes
Unhappy
Yes
Are
the
facts
No
Gently
correct
the
No
Response
Customer?
correct?
facts
No
Yes
Can
you
add
No
Dedicated
Yes
Are
the
facts
No
value?
Complainer?
correct?
No
Yes
Is
the
Explain
what
is
being
Respond
in
Thank
the
Comedian
problem
Yes
done
to
correct
the
kind
&
share
person
Want-‐to-‐Be?
being
fixed?
issue
No
Yes
This
framework
was
built
using
the
USAF
Blog
Triage.
(Adapted
by
Let
post
stand
and
Jeremiah
Owyang,
Al7meter
Group)
monitor
18
19. A
blueprint
for
manual
issues
monitoring
Set
up
Web
analy7cs
Set
up
tracking
of
video
(sudden
burst
of
traffic
Hire
a
full
7me
analyst
and
image
channels
from
one
source)
Set
up
keywords
for
Have
a
policy
of
how
to
your
brand’s
known
classify
and
allocate
weaknesses,
Set
up
tracking
of
responsibility
to
the
compe7tors
websites
right
team
compe7tors,
each
of
your
products
Iden7fy
where
discussions
about
your
Set
up
page
change
industry/brand
take
alerts
place
Set
up
Google
alerts
and
Set
up
RSS
feeds
media
monitoring
20. What
you
can
miss
with
manual
monitoring
Missed!
Non
mainstream
sources
e.g.
Jeff
Jarvis
a
media-‐industry
blog
The
catalyst
of
Dell’s
reputa7on
issues
of
2005.
12
blog
posts,
100,000’s
of
readers
1000’s
comments
Indexed
by
Google
Captured
24. Is
there
a
big
difference
• Does
it
maQer
that
they
are
saying
good
things
about
you
in
English?
25. US
versus
Asian
tools
–
there
can
be
a
huge
difference
Asian
centric
tool
US
centric
tool
5,000
conversa7ons
60
Conversa7ons
(and
other
forums
and
discussions)
(and
other
local
forums
and
discussions)
26. Key
lessons
• Ensure
that
your
tool
measures
your
local
market
or
you
could
miss
an
issue
that
becomes
a
crisis
• Ask
what
channels
the
tool
monitors
• Be
prepared
to
adapt
the
themes
and
words
you
are
monitoring
daily
28. Automated
sen7ment
scoring
• Natural
Language
Processing
(NLP)
is
a
complex
technology
• NLP
engineers
have
PHDs
in
ar7ficial
intelligence
• It
involves
teaching
a
machine
to
know
the
difference
between
good
and
bad
sen7ment
– Remove
false
posi7ves
– Retain
varia7ons
like
spelling
and
synonyms
29. Automated
sen7ment
scoring
can
be
very
inaccurate.
WARNING!
Analysis can have much as 50% variation!
> “Positive” could actually be “Negative”!
> “Negative” could actually be “Positive”!
Posi7ve
Nega7ve
Nega7ve
Posi7ve
Nega7ve
Posi7ve
Nega7ve
30. There
are
tools
and
there
are
tools…
There
are
some
solu7ons
which
have
a
beQer
understanding
of
the
sen7ment
than
others.
Tools
that…
– Don't
just
understand
polarity
(nega7ve/posi7ve)
but
also
emo7onal
states
(sadness)
and
actual
emo7ons
(angry)
– Understand
that
language
varies
by
industry
e.g.
“Tony
Hawks
is
wicked”
– Understand
that
there
are
specific
expressions
around
a
single
brand
e.g.
“Apple’s
iPad2
is
a
re-‐skin”
– Are
analyst
friendly
–
no
programming
required
35. Purchased brand x
Purchased brand x Recall Products Purchased brand x
Recall Products From Guangzhou
Recall Products Is HK brand x baby milk
Disappointed at brand x
14
Female
powder in the recall list?
3 (100%) 4 1
(75%) 4 4 (100%) (100%)
(4%) How can I get my refund?
(4%)
Total Audiences 14 Anger towards brand x
China refund process Purchased brand x
(13%) Recall Products
From Guangzhou
Female 12 4
Mother
150 Why China consumers are
(12%) (100%) 1
treated differently (17%)
(100%) 110 Post 70s
104 1
(73%) From Zhuhai
(95%)
(1%) 1 From Shanghai
Praise of brand x's recall
(100%)
1 1
Unidentified initiative (17%)
(8%)
Can brand x still be trusted? The impact of
brand x's recall 2 Purchased brand x
6 55
Recall Products
Post 70s (2%)
(5%)
(36.67%) The truth behind every
5 1 Post 80s
1 Purchased brand x
baby milk powder
brands
(5%) (20%)
1
Updates of recalling
(100%) Recall Products
brand x power Purchased brand x (100%)
39 2 Recall Products From Dongwan
From Shanghai 2 (2%)
(71%)
1
(2%)
(20%)
1
2 (100%)
(5%)
From Zhuhai
Teacher
From Nan’ning 1 From Zhenzhou Post 80s Gender
From Chengdu
(3%)
1 1 1 Parent ID
1
(3%) (3%) 1 (50%)
(100%) Themes
(50%)
From Maoming From Guangzhou Occupation
From Guangzhou
Generation ID
1 7 From Beijing
(3%) 1 Location
(18%)
1
(100%) Purchased brand x
(3%)
Recalled Products
37. Too
Expensive:
few
consumers
expressed
that
the
venue
in
Hong
Kong
is
7meworn
and
cannot
jus7fy
their
high
prices.
Room
too
small:
few
consumers
traveling
with
family
complained
the
rooms
are
so
small
that
they
couldn't
even
put
in
an
extra
bed.
39. Key
lessons
• If
you
do
not
have
a
full-‐7me
analyst
make
sure
that
your
tool
is
supported
by
a
human
analyst
• Make
sure
the
interface
can
create
custom
reports
that
answer
exactly
the
ques7ons
you
need
answered
• Use
custom
reports
to
inform
communica7ons
and
business
strategies
41. Op7on
1
-‐
Keeping
Issue
Monitoring
In-‐House:
DELL
• Dell’s
social
media
listening
command
centre
• Covering
11
languages
• 22,000
daily
topic
posts
related
to
Dell
• Monitoring
of
TwiQer
men7ons
• Conversa7on,
sen7ment,
share
of
voice,
trends
• Machine
sen7ment
analysis
+
human
analysts
Dell’s
team
engages
1,000
customers
a
week
Source:
hQp://mashable.com/2010/12/08/dell-‐social-‐listening-‐center/
42. Op7on
1
-‐
Keeping
Issue
Monitoring
In-‐House:
Gatorade
• Gatorade
has
4
full
7me
staff
• Gatorade
hopes
such
coordina7on
will
help
head
off
poten7al
crises
like
PepsiCo's
slow
response
to
consumer
complaints
that
an
Apple
iPhone
applica7on
for
its
.
Amp
energy
drink
was
sexist
Read
more:
hQp://online.wsj.com/ar7cle/
SB10001424052748703466704575489673244784924.html#ixzz1FEoTYoFI
43. Op7on
2
-‐
Hybrid
model:
working
with
your
agency
• In-‐house
plus
agency
is
o_en
an
easier
transi7on
– It
is
cheaper
– Fewer
costly
mistakes
by
the
company
– Faster
learning
because
of
expert
agency
involvement
– Easier
to
digest
for
the
company
– It
can
make
management
listen
– Agencies
can
share
past
experience
and
can
conduct
training
Agency
44. Op7on
3
-‐
Outsourced
solu7on
The
outsourced
solu7on
is
the
easiest
to
start
with
Human
Resources
– It
is
the
cheapest
solu7on
– It
is
o_en
the
easiest
to
Marketing and
digest
Legal
Communications
Team
Agency runs
monitoring and
analysis and
liaises with
Customer
Communications Finance
Service
team
Operations
45. Key
lessons
Deciding
whether
to
fully
outsource
or
do
it
in
house
depends
on
–
how
much
money
you
have
– how
ready
your
organiza7on
is
Par7ally
Fully
outsourced
outsourced,
Fully
in-‐house
issues
monitoring
par7ally
in-‐house
issues
monitoring
issues
monitoring
• Suits
a
organiza7on
• Suits
an
organiza7on
dabbling
in
issues
where
execu7ve
team
monitoring.
The
has
fully
bought
into
the
concept
s7ll
needs
to
be
importance
of
the
proven
in-‐house
to
the
informa7on
and
can
see
execu7ve
team
the
usefulness
of
the
• Cost
=
low
data
beyond
crisis
• Cost
=
high
47. Media Dashboard December
VOLUME AND MEDIA TYPE SOV - WIRELESS STORY VOLUME: WIRELESS COMPANIES
30000
9,017 8,670 13,422 AT&T T-Mobile
25000 Verizon Sprint
4036 20% AT&T
20000
3012 29%
3392 4968 Verizon
15000
4610 3909
4418
13%
1395 1369
Sprint
10000
Dec Nov Rolling 12 T-Mobile
Month 38%
5000
Offline News Online News Blogs 0
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
X AND VERIZON SENTIMENT SOV - CABLE STORY VOLUME: CABLE COMPANIES
3000 U-verse TWC FiOS Comcast
32% 29% 36% 32% 5% 2500
13% U-verse
2000
48% 46% FiOS
48% 52% 48% 1500
Time Warner
34%
21% 25%
16% 16% Comcast 1000
AT&T Verizon AT&T Verizon 500
December December November November
Positive Neutral Negative 0
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
KEY MESSAGE PENETRATION BROADCAST COVERAGE TREND TOP ISSUES
10000
ISSUE TOTAL VOLUME
Mobilization 3.93% 8000 T-Mobile deal 13,497
Innovation 0.64%
6000 Qualcomm 4,101
4000
LG Nitro HD 3,857
Growth 0.65% 2000
0
Carrier IQ 814
Community 0.51% Dec Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
0% 1% 1% 2% 2% 3% 3% 4% 4% 5% National Local
Consumer Reports 432
48. Social Media Dashboard Twitter
TWITTER FOLLOWERS TWITTER – CLICK TO LINKS
120,000
Promoted tweets
110,000
100,000 MONTH CLICKS
90,000
80,000 Dec. 13,834
70,000
60,000 Nov. 27,809
Change from Previous Month
50,000
40,000 XXX +3% Oct. 27,004
30,000
20,000
10,000
Jan Feb Mar Apr May June July Sept Sept Oct Nov Dec
RETWEET RATE @ MENTIONS
20 15000
17.2
18 15.8 11,843 11,546
15.8 13000
16 9,671
13.2 12.2 11000 9,350
14 8,513 7,669
12 8.2 9000
10
7000
8
6 (RTs/1000 Followers) 5000
4 3000
2
0 1000
-1000
49. Social Media Dashboard Facebook
FACEBOOK FANS
2,000,000
1,750,000
1,500,000
1,250,000
Change from Previous Month
1,000,000
750,000 FACEBOOK +3%
500,000
250,000
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
FACEBOOK CLICKS TO LINKS POSTS AS BRAND
150
MONTH CLICKS 109
125
100 116
Dec. 38,930
75 90 87
Nov. 45,366 50
25
Oct. 52,442 0
Sept Oct Nov Dec
FACEBOOK IMPRESSIONS ACTIVE FANS
16,000,000 15,124,449
1,000,000
14,000,000 881,900 866,374
12,000,000 800,000
10,000,000 8,549,397
11,188,717 600,000 654,075
7,492,020
8,000,000 475,828
6,000,000 400,000
Sept Oct Nov Dec Sept Oct Nov Dec
53. Share
of
ConversaPons
by
Media
Type
Cairn
India
Reliance
Energy
Mainstream
News
Micromedia
20.0%
6.4%
Comments
Other
(video
8.0%
and
blog)
3.7%
Other
(forum)
Mainstream
8.0%
News
89.8%
Micromedia
64.0%
55. What
insights?
B
A
12%
23%
Cairn
India
88.2
%
11.8
C
%
Reliance
65%
Energy
B’s
share
of
voice
online
is
rela7vely
low
I’ve
got
my
work
cut
out
for
im8
Cairn
India’s
share
of
voice
s
e.
compared
to
its
compe7tors’
respec7ve
They
seem
to
be
doing
Energy’s.
7mes
that
of
Reliance
everything
business
schools’.
right.
How
the
hell
am
I
ever
going
to
improve
upon
this
figure?
56. Decision
Factors
1. Word
of
mouth
Applicants
rely
heavily
on
word
of
mouth
for
course
recommenda7ons.
“My
roommate
from
year
3
said
that
this
course
is
a
waste
of
money.
If
you
look
into
their
course
structure,
you
will
realize
that
it
is
almost
the
same
as
the
course
structure
for
people
who
doesn’t
even
have
a
major.
Their
only
compe@@ve
edge
is
that
students
can
go
on
exchange
for
half
a
year.
However,
as
long
as
you
have
a
decent
grade,
exchange
programs
are
really
not
that
hard
to
get
into.”
57. Decision
Factors
2.
Future
career
paths
One
of
the
hurdles
that
business
schools
have
in
3.
Flexibility
and
resources
common
is
the
idea
that
business
degrees
are
not
as
While
comparing
City
University
and
the
Hong
Kong
useful
as
other
more
specialized
degrees,
and
that
it
is
Polytechnic
University
online,
ne7zens
believe
that
an
ins7nc7ve
skill
to
have.
City
University
is
more
favorable
because
of
its
flexibility
in
choice
of
courses
and
the
resources
it
puts
into
exchange
programs
and
internships
for
business
programs.
58. Decision
Factors
4.
AuthoritaPve
ranking
HKUST
was
recently
listed
in
the
2011
Global
MBA
Rankings
report
as
one
of
the
7er
one
MBA
Schools
in
the
world.
Other
universi7es,
such
as
City
University,
has
already
been
leveraging
this
to
their
advantage
on
discussion
boards.
59. Influencers
ConversaPons
around
the
industry
SONAR
found
that
these
influencers
are
less
subjec7ve
and
tend
to
retweet
ar7cles
and
mainstream
news.
60. Influencers
ConversaPons
around
Reliance
Energy
The
conversa7ons
around
Reliance
Energy
are
very
subjec7ve
compared
to
those
on
the
industry
and
Cairn
India.
These
are
mostly
complaints
and
nega7ve
news.
61. Top
5
news
by
comment
count
20
18
A.
RBI
Policy,
Budget
to
help
hold
4500:
PRABHUDAS
LILLADHER
16
hQp://www.moneycontrol.com/news/market-‐outlook/rbi-‐policy-‐
budget-‐to-‐help-‐hold-‐4500-‐prabhudas-‐lilladher_646026.html
14
B.
Vodafone
wins
$2
BN
tax
case
in
supreme
court
12
hQp://www.business-‐standard.com/india/news/vodafone-‐wins-‐2-‐
bn-‐tax-‐case-‐in-‐supreme-‐court/155821/on
10
C.
M
J
Anthony
bureaucrats
as
arbitrators
hQp://www.business-‐standard.com/india/news/m-‐j-‐antony-‐
8
bureaucrats-‐as-‐arbitrators/462703/
6
D.
RIL’s
shares
drop
a_er
Morgan
Stanley
downgrade
hQp://www.rediff.com/business/report/rils-‐shares-‐drop-‐a_er-‐
4
morgan-‐stanley-‐downgrade/20120113.htm
E.
Random
logic:
UPA's
arbitrary
hurdles
for
deal-‐
2
making
hurt
India's
reputa7on
0
hQp://www.business-‐standard.com/india/news/random-‐logic/
462932/
A
B
C
D
E
62. Recent
conversaPon
Pmeline
IOC,
ONGC
keen
to
buy
Gujarat
Gas,
Cairn
not
in
race
1
“Tatas
may
manufacture
JLR
models
in
India
More
Other
firms
interested
include
Adani
Group
and
Gujarat
State
Petroleum
Corp
(GSPC)
but
Cairn
India
is
not
keen.”
hQp://www.business-‐standard.com/india/news/ioc-‐ongc-‐keen-‐to-‐buy-‐gujarat-‐gas-‐cairn-‐not-‐in-‐race/154527/on
Cairn
details
long-‐awaited
$3.5
bln
cash
return
2
“Oil
explorer
Cairn
Energy
said
it
would
return
1.60
pounds
per
share
in
cash
to
investors,
as
part
of
a
well-‐
flagged
plan
to
distribute
$3.5
billion
from
the
proceeds
of
the
part
sale
of
its
Indian
oil
business.”
hQp://www.sify.com/finance/cairn-‐details-‐long-‐awaited-‐3-‐5-‐bln-‐cash-‐return-‐news-‐equity-‐mbkqUpeaafg.html
RIL
shares
drop,
as
Morgan
Stanley
raises
concerns
3
“Cairn
India
stood
to
gain
by
way
of
its
"produc7on
growth
and
free
cash
flow.”
hQp://www.mydigitalfc.com/companies/ril-‐shares-‐drop-‐morgan-‐stanley-‐raises-‐concerns-‐068
1 2 3
63. Recent
conversaPon
Pmeline
Cairn
eyes
bigger
output
from
Rajasthan
block
4
“Cairn
India
is
set
to
get
approval
for
raising
output
from
Mangala
field
in
the
prolific
Rajasthan
block
to
150,000
barrels
per
day.”
hQp://www.business-‐standard.com/india/news/cairn-‐eyes-‐bigger-‐outputrajasthan-‐block/155715/on
5
Cairn
India
Q3
net
up
12%
at
Rs
2,262
cr
hQp://www.business-‐standard.com/india/news/m-‐j-‐antony-‐bureaucrats-‐as-‐arbitrators/462703/
Cairn
India
CEO
sells
stock
ahead
of
opPons
grant
“Cairn
India
CEO
Rahul
Dhir.
Dhir
sold
Rs
1.5
million
between
30
January
and
1
February,
Cairn
said
in
a
6
stock
exchange
filing
on
Thursday.”
hdp://www.livemint.com/2012/02/02175943/Cairn-‐India-‐CEO-‐sells-‐stock-‐ah.html
5
4 6
65. Main
takeaways
1. Mainstream
news
and
microblogs
are
the
major
channel
for
online
conversa7ons,
followed
by
discussion
forums
and
online
news
outlets.
2. Reliance
Energy
may
have
a
lot
more
presence
on
microblogs,
but
not
all
publicity
is
good
publicity,
most
of
the
comments
on
Reliance
energy
are
complaints.
Although
Cairn
India’s
social
media
reputa7on
is
compara7vely
beQer,
they
must
plan
for
social
media
crisis
ahead
of
7me.
3. Online
men7ons
of
Cairn
India
are
mostly
generated
from
financial
news
around
assets
and
investor
rela7ons,
and
less
from
user
experiences.
Cairn
India
can
strengthen
customer
rela7ons
by
pu}ng
a
face
to
the
brand.
67. Board
• Overall
Brand
Equity
and
Long
Term
Strategic
Planning.
C-‐Level
• Overall
Brand
Equity
and
Daily
Opera7ng
Strategy
Planning.
Sales
• Iden7fy
sales
targets
(segments,
sites,
people,
etc).
Marke7ng
• Create
and
test
marke7ng
engagements
and
get
7mely
feedback.
PR
/
Corp
Comm
• Be
aware
of
online
chaQer
and
proac7vely
engaging
public.
Investor
Rela7ons
• Manage
and
track
the
sen7ments
of
public,
investors,
analysts,
etc.
Product
Management
• Gather
7mely
feedback
on
product/service
to
react
on.
Risk
Management
• Find
and
aQempt
to
remove
sensi7ve
informa7on.
Customer
Services
• Address
customers
dissa7sfac7ons
to
stop
snowball
effect.
M&A
• Gather
“ground
truths”
and
other
rumors
on
poten7al
targets.
HR
• Iden7fy
and
profile
possible
candidates
for
hire
/
fire.
CSR
• Understand
public
percep7on
of
CSR
ac7vi7es
for
improvement.
69. Summary
• The
tool
is
not
the
answer,
it
is
the
approach
and
strategies
that
maQer
most
• Use
human
analysis
to
interpret
the
data
• Every
monitoring
output
should
be
unique
and
tailored
to
your
business
• Consider
working
with
an
experienced
partner
who
understands
your
business
not
one
who
only
knows
about
the
technology
and
tools
• Think
long-‐term,
invest
in
the
right
skill
sets,
build
a
team
• Monitoring
should
inform
EVERYTHING
YOU
DO
70. QUESTIONS?
James
Hacking
2967
8982
James.hacking@bluecurrentgroup.com