Nomadic Marketing - Online Reputation Management - 2010

525
-1

Published on

Presentation delivered by Tim Shier at the Nomadic Marketing conference in Cape Town SA.

Published in: Education, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
525
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Longing – Edelman 2010, trust and transparency…
  • One point with one sub point
  • Nomadic Marketing - Online Reputation Management - 2010

    1. 1. t Online Reputation Management Pirates and Samurais By Tim Shier (tim.shier@brandseye.com)
    2. 4. * Apologies if this means something else… My Japanese is lacking.
    3. 5. With honour trust is implicit.
    4. 7. Trust is learned .
    5. 8. ORM is a means of identifying, understanding and responding to broken promises to direct the activity of gaining honour.
    6. 9. Steve Jobs – heart attack
    7. 11. 98 700 conversations online.
    8. 12. Apple lost 10% of their share price…
    9. 13. … in 11 minutes…
    10. 14. … which amounted to over R100 billion lost. #fail
    11. 15. “ Reputation accounts for more than 20% of a brands total value” - FTI Research 2009
    12. 16. 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. ( ed : that they will do something in particular)
    13. 17. “ 66% of brand touch points are controlled by consumers.” - McKinsey Quarterly, 2009
    14. 19. “ 78% of people trust the recommendations of others” -Nielson “Trust in Advertising” Report
    15. 22. The Four Elements of ORM
    16. 23. Monitor
    17. 24. “ It is only the enlightened ruler and the wise general who will use the highest intelligence of the army for purposes of spying and thereby they achieve great results .“ - Art of War
    18. 26. Two approaches:
    19. 27. Buzz Monitoring
    20. 28. Mention Tracking
    21. 29. <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>
    22. 31. Monitoring Services
    23. 32. A Monitoring Case Study: South African Banks
    24. 33. Choosing Phrases
    25. 34. <ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Understand what you are trying to find. </li></ul>
    26. 35. <ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Go to Google and test drive it. </li></ul>
    27. 36. <ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Refine search using direct matches, inclusions and exclusions. </li></ul>
    28. 37. <ul><li>Broad Match Search </li></ul><ul><li>Example: First National Bank </li></ul><ul><li>Will find highest ranking results for phrase. </li></ul>
    29. 38. <ul><li>Direct Match Search </li></ul><ul><li>Example: “ first national bank” </li></ul><ul><li>Must include full phrase. </li></ul>
    30. 39. <ul><li>Inclusive Match Search </li></ul><ul><li>Example: “first national bank” +”south africa” </li></ul><ul><li>Must include both phrases. </li></ul>
    31. 40. <ul><li>Exclusive Match Search </li></ul><ul><li>Example: “first national bank” +”south africa” </li></ul><ul><li>–” Arizona” </li></ul><ul><li>Must include full phrases but not “Arizona”. </li></ul>
    32. 41. <ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Enter into ORM service. </li></ul>
    33. 42. <ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Optimise ORM service. </li></ul>
    34. 43. <ul><li>A Simple Phrase Selection Process </li></ul><ul><li>Rinse, repeat for each phrase. </li></ul>
    35. 45. Some doors are locked (sort of) .
    36. 46. Measure
    37. 47. “ Unless you know the mountains and forests, the defiles and impasses, and the lay of the marshes and swamps, you cannot maneuver with an armed force. unless you use local guides, you cannot get the advantage . - Art of War
    38. 49. WINNING? or LOSING?
    39. 50. <ul><li>Qualitative Measurement </li></ul><ul><li>Identify </li></ul><ul><li>Understand </li></ul><ul><li>Engage </li></ul>
    40. 51. <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>
    41. 52. Typical reports (and how to interpret them)
    42. 53. Reputation and Volume
    43. 54. Reach
    44. 55. Ad Value Equivalent AVE = Reach x CPM x Mentions.
    45. 56. Domain
    46. 57. Author
    47. 58. Media
    48. 59. <ul><li>Other Metrics to Consider </li></ul><ul><li>Sentiment </li></ul><ul><li>Credibility </li></ul><ul><li>Language </li></ul><ul><li>Country of origin </li></ul><ul><li>Trends </li></ul>
    49. 60. A Measurement Case Study: MWEB
    50. 62. Objectives Defined and KPI’s Defined: Sustained 81% increase 1216% up Reach Sustained 84% increase Up 1849% Ad Value Equivalent Sustained 9.98% improvement in overall sentiment towards the brand. 156.521% more endorsements of the brand Sentiment distribution (% positive) Sustained 331% increase 3482% increase Conversations per day After FTW During FTW Metric
    51. 64. <ul><li>Some Considerations </li></ul><ul><li>Representativeness of data </li></ul>
    52. 65. <ul><li>Some Considerations </li></ul><ul><li>Statistical relevancy </li></ul>
    53. 66. Manage
    54. 67. “ Fail to honour people, and they will fail to honour you.” - Lao Tzu, founder of Taoism
    55. 68. Rise of a champion
    56. 72. Opportunity to build a real Relationship
    57. 73. The action plan # 1 – Listen and understand
    58. 74. The action plan # 2 – Get off your high horse
    59. 75. The action plan # 3 – Be empathetic (truly)
    60. 76. The action plan # 4 – Be honest
    61. 77. The action plan # 5 – Keep it offline (initially)
    62. 78. The action plan # 6 – Be quick and nimble
    63. 79. The action plan # 7 – Be true to your brand
    64. 80. The action plan # 8 – You don’t always need to engage
    65. 81. The action plan # 9 – Under promise and over deliver (critical!)
    66. 82. The action plan # 10 – Open channels for future relationships
    67. 83. <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
    68. 84. Maximise
    69. 85. “ Supreme excellence consists in breaking the enemy's resistance without fighting ” - Art of War
    70. 86. Operational Optimisation <ul><ul><li>Allow for longitudinal benchmarking and improvement </li></ul></ul>
    71. 87. Maximise on Outcomes Campaign round 1
    72. 88. Maximise on Outcomes Campaign round 2 including learning's
    73. 89. Maximise on Outcomes Campaign round 3 including further learning‘s
    74. 90. Business Strategy
    75. 91. Low-ish hanging fruit
    76. 92. Take the SA Internet for example…
    77. 95. [Business changes made – not for public domain]
    78. 98. Closing Thoughts
    79. 101. <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>
    80. 102. Honor!
    81. 103. @timshier @brandseye [email_address] Google: Tim Shier (excuse the dress) Presentation: www.brandseye.com/nomadic
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×