t Online Reputation Management By Tim Shier (tim.shier@brandseye.com)
As a spotty faced teenager…
Wikipedia:  Reputation is the general opinion, or more technically,  a social evaluation , of the public toward a person, ...
Online just makes it more accessible.
“ 93% of journalists use search engines to research their stories” - Edelman Trust Barometer 2008
“ 40% of people trust CEOs” - Edelman Trust Barometer, 2010
 
The good old days are passing away…
Traditional  “ Train Line Model”
Now, anybody can product content.
300 million blogs - Technorati, 2009 400 million Facebook users -Facebook, 2009 300 million MySpace users - MySpace, 2009 ...
“ [In the USA] by 2010 GenY will outnumber Baby Boomers and 96% will be on Social Media sites” - Social Media Revolution 2...
Boundless Broccoli Model
“ 78% of people trust the recommendations of others” -Nielson “Trust in Advertising” Report
Need to empower stakeholders.
Affecting the bottom line?
Steve Jobs – heart attack
 
98 700 conversations online.
Apple lost 10% of their share price…
…  in 11 minutes…
…  which amounted to over R100 billion lost. #fail
 
“ Customer satisfaction beats NASDAQ average by 335%” -Journal of Marketing, 2006, Vol 70
The Four Elements of ORM
Monitor
Two approaches:
Buzz Monitoring
Mention Tracking
How to monitor
<ul><li>Manual Monitoring </li></ul><ul><li>Use Google </li></ul><ul><li>Use RSS </li></ul><ul><li>Use Social Media search...
<ul><li>Qualitative Monitoring </li></ul><ul><li>Google Alerts </li></ul><ul><li>Yahoo Pipes </li></ul>
<ul><li>Quantitative Monitoring </li></ul><ul><li>BrandsEye </li></ul><ul><li>Nielson Buzz Metrics </li></ul>
Choosing Phrases
<ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Understand what you are trying to find. </li></ul>
<ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Go to Google and test drive it. </li></ul>
<ul><li>First Search </li></ul><ul><li>Example: interactive marketing summit </li></ul>
<ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Refine search using direct matches, inclusions and exclusions....
<ul><li>Broad Match Search </li></ul><ul><li>Example: interactive marketing summit </li></ul><ul><li>Will find highest ran...
<ul><li>Direct Match Search </li></ul><ul><li>Example: “ interactive marketing summit” </li></ul><ul><li>Must include full...
<ul><li>Inclusive Match Search </li></ul><ul><li>Example:  “interactive marketing summit” +”4th” </li></ul><ul><li>Must in...
<ul><li>Exclusive Match Search </li></ul><ul><li>Example:  “interactive marketing summit” +”4th” -&quot;MIMA summit&quot; ...
<ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Enter into ORM service. </li></ul>
<ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Optimise ORM service. </li></ul>
<ul><li>Tips and Tricks </li></ul><ul><li>Start small and focused. </li></ul><ul><li>Don’t broad match. </li></ul><ul><li>...
Measure
 
<ul><li>Qualitative Measurement </li></ul><ul><li>Identify </li></ul><ul><li>Understand </li></ul><ul><li>Engage </li></ul>
<ul><li>Quantitative Measurement </li></ul><ul><li>Simplify </li></ul><ul><li>Understand </li></ul><ul><li>Explore </li></...
<ul><li>Metrics to Consider (Quantitative) </li></ul><ul><li>Brand’s reputation. </li></ul>
<ul><li>Metrics to Consider (Quantitative) </li></ul><ul><li>Language </li></ul><ul><li>Country of origin </li></ul><ul><l...
<ul><li>PigeonRace – Measuring the Campaign </li></ul><ul><li>1500 conversations online (1 st  week) </li></ul><ul><li>80%...
<ul><li>Special Considerations </li></ul><ul><li>Quality of data </li></ul>
<ul><li>Special Considerations </li></ul><ul><li>Representativeness of data </li></ul>
<ul><li>Special Considerations </li></ul><ul><li>Statistical relevancy </li></ul>
Manage
Reputation crisis….
 
 
 
 
 
 
<ul><li>The action plan </li></ul><ul><li>Understand </li></ul><ul><li>No really, understand </li></ul><ul><li>Engage with...
<ul><li>Results </li></ul><ul><li>350 new Twitter followers </li></ul><ul><li>Over 350 online conversations discussing ran...
Keep it simple…
Keep it simple… and human.
Maximise
Operational Optimisation <ul><ul><li>Allow for longitudinal benchmarking and improvement </li></ul></ul>
Maximise on Outcomes Campaign round 1
Maximise on Outcomes Campaign round 2 including learning's
Maximise on Outcomes Campaign round 3 including further learning‘s
Business Strategy
Low-ish hanging fruit
Take the SA Internet for example…
 
 
 
Evidence based Branch selection
 
Perception = Reputation = Share Price
Engaging stakeholders critical
Transparency & Effective Communication
Rapid Resolution
In Summary
<ul><li>Four Parts of ORM </li></ul><ul><li>Monitor  the conversation online </li></ul><ul><li>Measure  it to understand t...
Thank You.
@timshier  @brandseye [email_address] Google: Tim Shier (excuse the dress) Presentation: www.brandseye.com/imsummit4
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BrandsEye - 4th Interactive Marketing Summit

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  • BrandsEye - 4th Interactive Marketing Summit

    1. 1. t Online Reputation Management By Tim Shier (tim.shier@brandseye.com)
    2. 2. As a spotty faced teenager…
    3. 3. Wikipedia: Reputation is the general opinion, or more technically, a social evaluation , of the public toward a person, a group of people, or an organization.
    4. 4. Online just makes it more accessible.
    5. 5. “ 93% of journalists use search engines to research their stories” - Edelman Trust Barometer 2008
    6. 6. “ 40% of people trust CEOs” - Edelman Trust Barometer, 2010
    7. 8. The good old days are passing away…
    8. 9. Traditional “ Train Line Model”
    9. 10. Now, anybody can product content.
    10. 11. 300 million blogs - Technorati, 2009 400 million Facebook users -Facebook, 2009 300 million MySpace users - MySpace, 2009 18 million Twitter users - Mashable, 2009
    11. 12. “ [In the USA] by 2010 GenY will outnumber Baby Boomers and 96% will be on Social Media sites” - Social Media Revolution 2009
    12. 13. Boundless Broccoli Model
    13. 14. “ 78% of people trust the recommendations of others” -Nielson “Trust in Advertising” Report
    14. 15. Need to empower stakeholders.
    15. 16. Affecting the bottom line?
    16. 17. Steve Jobs – heart attack
    17. 19. 98 700 conversations online.
    18. 20. Apple lost 10% of their share price…
    19. 21. … in 11 minutes…
    20. 22. … which amounted to over R100 billion lost. #fail
    21. 24. “ Customer satisfaction beats NASDAQ average by 335%” -Journal of Marketing, 2006, Vol 70
    22. 25. The Four Elements of ORM
    23. 26. Monitor
    24. 27. Two approaches:
    25. 28. Buzz Monitoring
    26. 29. Mention Tracking
    27. 30. How to monitor
    28. 31. <ul><li>Manual Monitoring </li></ul><ul><li>Use Google </li></ul><ul><li>Use RSS </li></ul><ul><li>Use Social Media searches </li></ul>
    29. 32. <ul><li>Qualitative Monitoring </li></ul><ul><li>Google Alerts </li></ul><ul><li>Yahoo Pipes </li></ul>
    30. 33. <ul><li>Quantitative Monitoring </li></ul><ul><li>BrandsEye </li></ul><ul><li>Nielson Buzz Metrics </li></ul>
    31. 34. Choosing Phrases
    32. 35. <ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Understand what you are trying to find. </li></ul>
    33. 36. <ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Go to Google and test drive it. </li></ul>
    34. 37. <ul><li>First Search </li></ul><ul><li>Example: interactive marketing summit </li></ul>
    35. 38. <ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Refine search using direct matches, inclusions and exclusions. </li></ul>
    36. 39. <ul><li>Broad Match Search </li></ul><ul><li>Example: interactive marketing summit </li></ul><ul><li>Will find highest ranking results for phrase. </li></ul>
    37. 40. <ul><li>Direct Match Search </li></ul><ul><li>Example: “ interactive marketing summit” </li></ul><ul><li>Must include full phrase. </li></ul>
    38. 41. <ul><li>Inclusive Match Search </li></ul><ul><li>Example: “interactive marketing summit” +”4th” </li></ul><ul><li>Must include both phrases. </li></ul>
    39. 42. <ul><li>Exclusive Match Search </li></ul><ul><li>Example: “interactive marketing summit” +”4th” -&quot;MIMA summit&quot; </li></ul><ul><li>Must include full phrases but not “MIMA summit”. </li></ul>
    40. 43. <ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Enter into ORM service. </li></ul>
    41. 44. <ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Optimise ORM service. </li></ul>
    42. 45. <ul><li>Tips and Tricks </li></ul><ul><li>Start small and focused. </li></ul><ul><li>Don’t broad match. </li></ul><ul><li>Check pages further down Google for other meanings. </li></ul>
    43. 46. Measure
    44. 48. <ul><li>Qualitative Measurement </li></ul><ul><li>Identify </li></ul><ul><li>Understand </li></ul><ul><li>Engage </li></ul>
    45. 49. <ul><li>Quantitative Measurement </li></ul><ul><li>Simplify </li></ul><ul><li>Understand </li></ul><ul><li>Explore </li></ul><ul><li>Justify </li></ul>
    46. 50. <ul><li>Metrics to Consider (Quantitative) </li></ul><ul><li>Brand’s reputation. </li></ul>
    47. 51. <ul><li>Metrics to Consider (Quantitative) </li></ul><ul><li>Language </li></ul><ul><li>Country of origin </li></ul><ul><li>Domain distribution </li></ul><ul><li>Trends </li></ul><ul><li>Sentiment </li></ul><ul><li>Credibility </li></ul><ul><li>Media source </li></ul>
    48. 52. <ul><li>PigeonRace – Measuring the Campaign </li></ul><ul><li>1500 conversations online (1 st week) </li></ul><ul><li>80% of conversation was consumer generated </li></ul><ul><li>Coverage across 10 countries </li></ul><ul><li>Reached approximately 4 million online users </li></ul><ul><li>Campaign value: R576 983 (AVE, no multiplier) </li></ul>
    49. 53. <ul><li>Special Considerations </li></ul><ul><li>Quality of data </li></ul>
    50. 54. <ul><li>Special Considerations </li></ul><ul><li>Representativeness of data </li></ul>
    51. 55. <ul><li>Special Considerations </li></ul><ul><li>Statistical relevancy </li></ul>
    52. 56. Manage
    53. 57. Reputation crisis….
    54. 64. <ul><li>The action plan </li></ul><ul><li>Understand </li></ul><ul><li>No really, understand </li></ul><ul><li>Engage with driving force - honestly </li></ul><ul><li>Stall to regroup </li></ul><ul><li>Display actions to the public </li></ul><ul><li>Execute the opportunity </li></ul>
    55. 65. <ul><li>Results </li></ul><ul><li>350 new Twitter followers </li></ul><ul><li>Over 350 online conversations discussing ransom </li></ul><ul><li>Online PR value exceeding R80 000 (in 1 st week) </li></ul><ul><li>Widespread offline coverage </li></ul><ul><li>More than R100 000 donated to SoilForLife! </li></ul>“ We were very pleasantly surprised” – Paul Galatis
    56. 66. Keep it simple…
    57. 67. Keep it simple… and human.
    58. 68. Maximise
    59. 69. Operational Optimisation <ul><ul><li>Allow for longitudinal benchmarking and improvement </li></ul></ul>
    60. 70. Maximise on Outcomes Campaign round 1
    61. 71. Maximise on Outcomes Campaign round 2 including learning's
    62. 72. Maximise on Outcomes Campaign round 3 including further learning‘s
    63. 73. Business Strategy
    64. 74. Low-ish hanging fruit
    65. 75. Take the SA Internet for example…
    66. 79. Evidence based Branch selection
    67. 81. Perception = Reputation = Share Price
    68. 82. Engaging stakeholders critical
    69. 83. Transparency & Effective Communication
    70. 84. Rapid Resolution
    71. 85. In Summary
    72. 86. <ul><li>Four Parts of ORM </li></ul><ul><li>Monitor the conversation online </li></ul><ul><li>Measure it to understand tactical effectiveness </li></ul><ul><li>Manage the conversation to get the most from it </li></ul><ul><li>Maximise opportunity by making business changes </li></ul>
    73. 87. Thank You.
    74. 88. @timshier @brandseye [email_address] Google: Tim Shier (excuse the dress) Presentation: www.brandseye.com/imsummit4

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