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Manage your e-reputation

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This is an old presentation I've done at the IAB Belgium about e reputation, buzz monitoring engaging with community and some cases studies

This is an old presentation I've done at the IAB Belgium about e reputation, buzz monitoring engaging with community and some cases studies

Published in: Business, Technology

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  • 1. How to improve your e-reputation
  • 2. AgendaI.  IntroductionII.  Manage your e-reputationIII.  Main FindingsIV.  What Can I Get From MonitoringV.  How To Get Started ?VI.  How To Engage Conversation ?VII.  Practical CasesVIII. Key To SucceedIX.  Q & A How to improve your e-reputation
  • 3. Social Media Map 2007 The plate tectonics Social Media of Social Media Map 2010* flowtown
  • 4. Communication channels TV! …! Radio! Social Press! Media! Social Media is a new communication channel, who will not replace others channels! …! Mailing! E- Internet! mailing! DM!
  • 5. Carlos, Myspace Dmitri, Flickr Scott, ForumTina, Bloger Graham, MSN Yvonne, Netlog Karl, Youtube Agnès, Twitter
  • 6. Social media give people a voice...Everybody is talking:• your customers!• your donors!• your volunteers!• your employees!• your investors!• your critics!• your fans!• your competition....• anyone who has internet access and an opinion
  • 7. “Every two days now we create as much information as we did from the dawn of civilization up until   2003.” Eric Schmidt, Google CEO
  • 8. II. Manage your e-reputation
  • 9. “ It takes 20 years to build a reputation, and 5 minutes toruin it. If you think about that,you will do things differently.” Warren Buffett
  • 10. What is buzz monitoring ? “Buzz monitoring is the keeping track of consumer responses to commercial services and products, to establish the marketing buzz surrounding a new orexisting offer. Similar to media monitoring it is becoming increasingly popular as a base for strategic insightdevelopment alongside other forms of market research”
  • 11. Most companies rely on search alerts Keeping tabs on buzz about your brand is vital. Even if a company is less involved directly in social media, its customers almost definitely are, and their conversations can end up a big story. A majority of companies were using tools like Google Alerts to monitor discussions of the firm and its competition across social media sites. Outsourcing the task or using a dedicated application for the purpose was relatively uncommon.
  • 12. According to a recent survey by Synthesio over 200million conversations accross 17 countries in a three-month period, the 10 most talked about topics on the Netare : Auto & Health Games Motor 14 % 13 % 10 %
  • 13. WTF, How Many monitoring tools are there ?
  • 14. We have realized a comparative analysis of the 20 most relevant monitoring toolsWe’re scanning the market in order to define which analysis tools fit best to our clients’ needs!
  • 15. Monitoring tools overview Main monitoring tools are developed in the US & the UK UK company are developing their tools for French and Dutch language  
  • 16. Monitoring tools overview ± 100 suppliers have developed their own proprietory Own technology. Then there are many copycats!technology An undefined number of suppliers market “me too’s” Me too and offer reskinned programs. There are thousands of free tools. Each has a specificFreetools purpose or function: languages, media type, but with no global view
  • 17. III. Main Findings
  • 18. Main results of our analysisConclusion #1:Vague and confusion in terminology used!
  • 19. Main results of our analysis Is the glass half empty or half full?Conclusion #2:No common code of « metrics »!
  • 20. Main results of our analysisConclusion #3:Social media monitoring strategy ≠ listening strategy !
  • 21. Main results of our analysisConclusion #4:Even if we can do magic, no tool can do miracles!
  • 22. Monitoring tools categoriesMonthly price Plenty  of  tools  developed  by  one   consultancy  company.  Strategic   10.000€   WOM   recommenda=on  and  very  deep  analysis   consultancy   Focus  on  research  and  result  relevance.   1.000-­‐   WOM  research    Strong  segmenta=on.     2.500€   Dedicated  account  for  the  project   200-­‐         Technical  tools.   500  €   Technology  and   Recommenda=on     analysis   Dashboard  with  results  and  graphics   1-­‐150  €   Pure  Technical  tools.   Pure  Technology  and  tools   Only  lis=ngs  no  charts  
  • 23. Main categories in monitoring toolsListing of raw data Graphics & deep analysis
  • 24. Main categories in monitoring toolsHuman expertise & “insight” Consultancy services
  • 25. Segmentation in the monitoring tools market E-­‐reputa=on   Share  of  buzz   Categories  of   monitoring  tools   Market  Insights   Brand  evolu=on  
  • 26. IV. What Can I Get From Monitoring
  • 27. Complaint   solve  problem   Compliment   Influencer   find  your  next   tes=mony   ambassador    Expressed   Crisis         need   warning  -­‐new  product   10 Reasons reputa=on   To Use Social Media Monitoring!Compe=tor  iden=fy  their   ROI        measure   forces   Crowd  iden=fy   Audit                 scan  your   trends   market   Threats   comprehend  
  • 28. you will be surprised… Customer   service   Sales   Product   Innova=on   Brand   Mgmt   Corporate  …by  the  value  of  the  insights  from  a  monitoring   Com  approach,  especially  for  your  company  
  • 29. V. How To Get Started ?
  • 30. What do you need ? Automated or Human Interpretation?
  • 31. What do you need ? Automated or Human Monitoring?
  • 32. What do you need ? Qualitative or quantitative analysis ?
  • 33. What do you need ? Real time or delayed results ?
  • 34. What do you need ? Monitoring from now or from the past ?
  • 35. What do you need ? Use of sentiment & tone of voice analysis ?
  • 36. What do you need ? Do you need keyword or influence analysis?
  • 37. What do you need ? Do you need a dashboard ?
  • 38. What do you need ? Do you need a report on results?
  • 39. What do you need ? Do you need a consulting analysis ?
  • 40. What do you need ? Do you need suggestions?
  • 41. What do you need ? so  what  do  you   really  need  ?  Monitoring tools are not equal……they have their owncharacteristics
  • 42. 3 crucial questions…1.  What do you want to Monitor?!  Your brand name  Your competitor  Your services  Key words  Your actuality  
  • 43. 3 crucial questions…2.  Why?!  Consumer buzz  Brand reputation  Product innovation  Market insights
  • 44. 3 crucial questions…3.  What are you going to do with it?!  Adapt your strategy  Influence  Dialogue
  • 45. VI. How To Engage Conversation ?
  • 46. You donʼt have to hire legions of people to respond andparticipate in social media conversations
  • 47. Few conversations about the companyand its products need a response (<5%) !
  • 48. Donʼt just grab someone with a FB profile & put him in chargeof social media engagement
  • 49. use an “elite hybrid team” !A lot of public relations & marketing com, with a few of customer support experience, The whole mixed with empathy
  • 50. You can’t respond to everyone it’s all about prioritizingHow influential is the source?
  • 51. You can’t respond to everyone it’s all about prioritizingHow many are talking about the topic?
  • 52. You can’t respond to everyone it’s all about prioritizingDid the media talk about the crisis?!
  • 53. You can’t respond to everyone it’s all about prioritizingWhat’s the potential business impact? !
  • 54. You can’t respond to everyone it’s all about prioritizingCan we correct this inaccurate information?!
  • 55. You can’t respond to everyone it’s all about prioritizingCan we add value to the conversation?!
  • 56. You can’t respond to everyone it’s all about prioritizingCan we resolve a customerʼs problem ASAP!
  • 57. You can’t respond to everyone it’s all about prioritizingTurn around an negative situation by offering help?!
  • 58. Do & Don’tDon’t try to erase bad incidents from the past!
  • 59. Do & Don’tDon’t create fake profiles!
  • 60. Do & Don’tBe honest about who you are!
  • 61. Do & Don’tDon’t try to sell!
  • 62. Do & Don’tGive help, advice, ...!
  • 63. Do & Don’tEmpathy, listen!
  • 64. Do & Don’tAnswer to the questions!
  • 65. Do & Don’tBring content!
  • 66. Do & Don’tAsk people!
  • 67. Do & Don’tCreate your page on main social media!
  • 68. VII. Practical Cases
  • 69. CASE #1
  • 70. Avis wanted to beat its rival Hertzin the profitable business sectorAvis identified key positives and negatives about its brand in relation to thecompetition.They found that a key positive for Hertz business users was the availabilityof Neverlost (GPS) navigation.After this monitoring they realized they needed to :• install GPS• improve the loyalty scheme• simplify the contractCar rental sector is growing at 1% per yearAfter having done their online social media activities, the Avis’ turnoverincreased by 13%
  • 71. CASE #2
  • 72. •  INFRAB ELINFRABEL : www. securiteferroviaire .be – crisis communication spoorveiligheid 15 February 2010 : Biggest Belgian train crash ever, Infrabel, manager of the Belgian railway infrastructure need to react quickly
  • 73. •  INFRAB ELINFRABEL : www. securiteferroviaire .be – crisis communication spoorveiligheid Create a website in 48h based on Infrabel content to explain the rail security to people. Press Release to announce the opening of the website.
  • 74. •  INFRAB ELTechnical explanation doesnʼt fit with people expectation!INFRABEL : www. securiteferroviaire .be – crisis communication spoorveiligheid Create a website in 48h based on Infrabel content to explain the rail security to people. Press Release to announce the opening of the website.
  • 75. SHARE OF BUZZ VOLUME Conversation about : •  Hall / Buizingen •  Infrabel •  NMBS / SNCB Conversation GeneratorINFRABEL : www. securiteferroviaire .be – crisis communication spoorveiligheid Monitor online conversation to discover what people are talking about.
  • 76. First reaction was about sadness, then they were angry aboutsecurity, delay and structural functioningINFRABEL : www. securiteferroviaire .be – crisis communication spoorveiligheid Create content that answer to the real concerns
  • 77. First reaction was about sadness, then they were angry aboutsecurity, delay and structural functioning!INFRABEL : www. securiteferroviaire .be – crisis communication spoorveiligheid Create content that answer to the real concerns
  • 78. CASE #3
  • 79. •  INFRAB ELLEVI’S : Store Opening Challenge  : Create store traffic and sale via online buzz for store opening and concert by Headphone. Action: 10 days of blogging, social media postings and online activation. Result: Sales objectives reached , high attendance by 2000 visitors and increase to 7 pages of Google referrals.
  • 80. •  INFRAB ELLEVI’S : Store Opening We use buzz monitoring tools to find where conversation appears, were where the brands lover, headphone lover, people speaking about Gent.
  • 81. •  INFRAB ELLEVI’S : Store Opening We create conversation on social media to create public interest - Headphone fan / Rock Fan / People leaving in Gent / Fashionista
  • 82. Post-campaign buzz monitoringGoogle search « Gent Levis Headphone » : 7 first page of google are onlytalking about the actionOne month later : Google search « Levi’sor Headphone » present on the first page
  • 83. VI. KEY TO SUCCEED
  • 84. Select the right toolSelect a tool responding to your needs Share of buzz E-reputation Market Insights …
  • 85. Select the right tool The Cost Policy Per word, languages, timing, sentiments tone of voice, analysis, …
  • 86. Select the right tool The Dashboard and reporting qualitative or quantitative results, charts, export results, …
  • 87. Select the right tool The alert How do you know whats happening?
  • 88. Don’t need toanswer to all thementions “It is better to keep your mouth closed and let people think you are a fool than to open it and remove all doubt”. Mark Twain
  • 89. Start with a modest objective that’s tied to a priority Segment what you want tostart monitoring
  • 90. Begin by spending time listening Learn what arethe conversation topics
  • 91. The human element is essential Humaninterpretation is essential(native speaker)
  • 92. Involve your agencies but don’t outsource everything to them
  • 93. Share, Share & ShareShare the results of your monitoring actions
  • 94. Invest as if it matters Monitoring is just the first step of social media
  • 95. Education beats “legislation” Learn how thecommunity react
  • 96. Have a social media strategySocial Media is not an other place to advertise
  • 97. IX. Q & A
  • 98. thomasvanroy@gmail.com  TwiWer.com/ThomBtm   +  32  357  00  21