How to manage your e-reputation with VanksenWatch
 

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How to manage your e-reputation with VanksenWatch Presentation Transcript

  • 1. E-reputation management Presenting the VanksenWatch solutions 1
  • 2. VanksenWatch 01 02 03 04 05 06 01 Background: the influence of the Web today The Web influences purchase decisions Exposure to online media during the last purchase  Millions of Web users express their opinions on your brand, products, staff etc. online…  Emergence of the consum-actor  Two-way communication  Conversational media: Twitter, forums, information sites etc.  These conversations influence other Web users  In their purchase decisions  In their brand perception Source: Ifop - Sept. 2009 I Internet premier média vs autres médias” 2
  • 3. VanksenWatch 01 02 03 04 05 06 02 Our vision of online brand reputation How to manage your online reputation 4 key steps engage listen measure analyze conversations short term medium term reactive actions proactive actions 3
  • 4. VanksenWatch 01 02 03 04 05 06 03 VanksenWatch: how does it work? 1 Gathering data After selecting specific 2 Automatic qualification The VanksenWatch 3 Human analysis Our team analyzes 4 Your brand You regularly (daily, keywords on your brand platform filters and these results by weekly, or monthly) environment. New automatically qualifies defining the vigilance receive our analysis. This conversations between the results based on level and compiling allows for a real Web users are gathered media type, date, them in reports that are overview and gives on the platform every relevance etc. consolidated by action opportunities to manage day. recommendation. your e-reputation. 4
  • 5. VanksenWatch 04 VanksenWatch: our different solutions 01 02 03 04 05 06 Audit One-shot analysis of the most visible statements about a product, brand, or employee by Web users (forums, blogs, information websites, social media etc.) Monitoring Long-term service consisting of the surveillance and analysis of statements about a product, brand, or staff member by Web users (forums, blogs, information websites, social media etc.) Monitoring and reactive community management Long-term service consisting of the surveillance and analysis of statements about a product, brand etc… combined with a reactive community management program 5
  • 6. VanksenWatch 01 02 03 04 05 06 04 VanksenWatch: identifying the sources Audit One-shot analysis of the most visible statements by Web users concerning a product, brand or staff member (forums, blogs, information websites, social media etc…) Objectives  Identify the relevant communities  Evaluate your brand’s perception online Actions  Audit of the relevant sources that are most visible in search engines at a given time Deliverables  A detailed report of the conducted audit  Volume data  Polarity data  Focus Weighted polarity of different monitored categories 6
  • 7. VanksenWatch 01 02 03 04 05 06 04 VanksenWatch: monitoring your e-reputation Monitoring Long-term service consisting of the surveillance and analysis of statements by Web users concerning a product, brand or staff member (forums, blogs, information websites, social media etc…) Objectives  Follow the daily conversations of Web users about your brand, products etc. Actions  Set up a monitoring program on the VanksenWatch platform Deliverables  Regular alerts (daily or weekly)  Monthly report  Result presentation on your premises by a member Volume of relevant statements during one month of our team 7
  • 8. VanksenWatch 01 02 03 04 05 06 04 VanksenWatch: engaging your community Monitoring and reactive community management Long-term service consisting of the surveillance and analysis of statements by Web users concerning a product, brand, etc… combined with a reactive community management program Objectives  Go further than a simple monitoring and quickly answer Web users’ questions  Develop your brand image Actions  Set up a reactive community management program based on relevant data provided by the alerts Deliverables  A monthly community management report 8
  • 9. VanksenWatch 01 02 03 04 05 06 05 Case studies : Danone Objectives for the customer - Answer the following questions : - Where internet users are talking about the brand and the products? - What are they saying? What is the overall sentiment ? - How can we interact with our consumers on the web? - How can we anticipate a crisis and manage it? Target/Market -The French market Strategies - Data mining : - Daily measurement of every conversation generated on the French social web about Danone’s dairy brands (Danette, Actimel, Activia etc…) through the VanksenWatch platform -Data analysis - Daily human analysis of each of the brands (sentiment analysis) - When appropriate (negative conversation for the brand or very positive), proposal of an answer by a dedicated community manager - Integration within Danone’s crisis management units Results and deliverables - Daily alert compiling all the relevant data of the day - Monthly report focusing on a specific subject decided by the customer - Consulting and implementation for Community Management 9
  • 10. VanksenWatch 01 02 03 04 05 06 05 Case studies : SFR (french mobile carrier) Objectives - Answer the following questions : - Where internet users are talking about the brand and the products? - What are they saying? - What is the overall sentiment ? - How can we influence the sentiments in a positive way and generate sales ? Target/Market - French market Strategies - Reactive side: - Conversation Map : a comprehensive survey of what and where people are discussing about SFR and its products, where the brand can potentially engage with people - Influence Score : a score of the web influence of the brand, based on the volume of citations and the polarity, calculated each month with a human process - Proactive side: - Twitter Strategy, on the @SFR_fr account - Engage the conversation with followers on Twitter Results and deliverables - Monthly survey and presentation at headquarters 10
  • 11. VanksenWatch 01 02 03 04 05 06 05 Case studies : Belambra Objectives - Answer the following questions : - Where internet users are talking about the brand and the products? - What are they saying? What is the overall sentiment ? - How can we interact with our consumers on the web? - How can we generate positive sentiments and generate sales in the off-season? Target/Market -French market Strategies - Data mining and analysis : - Daily measurement of every conversation generated on the French social web about Belambra or its old brand name (VVF Vacances) through the VanksenWatch platform - Daily human analysis of each of the brands (sentiment analysis) - Community management: - Advice and composition of answers when it is appropriate to respond. - Implementing the Twitter and Facebook presence Results and deliverables - Daily report containing all the relevant mentions of the brand - Interacting with Belambra’s clients on social media - E-mailing campaign to all satisfied clients to encourage them to post positive reviews on TripAdvisor 11
  • 12. VanksenWatch 01 02 03 04 05 06 05 Appendices Which types of websites do we monitor? blogs, content micro- search forums and social sharing blogging engines opinion networks sites sites websites * *  In order to monitor the most relevant content sources we configure our platform based on a pre- study benchmark. * monitoring of the visible URLs 12
  • 13. VanksenWatch 01 02 03 04 05 06 05 Appendices: a screenshot of VanksenWatch 13
  • 14. VanksenWatch 01 02 03 04 05 06 05 Appendices Examples of offered metrics How often has your brand been relevantly mentioned Which is the polarity of the statements about your in one month? brand? 14
  • 15. VanksenWatch 01 02 03 04 05 06 05 Appendices Examples of offered metrics In which media do Web users talk about your brand? How are you positioned compared to your competitors? 15
  • 16. VanksenWatch 01 02 03 04 05 06 05 Appendices Examples of offered metrics Where are the communities that talk about your brand in a social media map? Map created in cooperation with solutions 16
  • 17. VanksenWatch 01 02 03 04 05 06 06 About Vanksen E-reputation specialist with 9 years of experience  Since 2002, Vanksen has been developing a series of advanced solutions and a solid expertise in online brand monitoring: detecting brand abuse in sponsored links or domain names, audit or annual buzz monitoring, mapping communities and conversation hubs…  “Nowadays major brands are looking for assistance in managing their e-reputation which combines advanced technical solutions and a solid know-how in PR 2.0 and influence marketing. Thanks to this efficient combination, since 2002 Vanksen has been successfully working with brands such as SFR, Danone, Belambra, LVMH…” Emmanuel Vivier, Vanksen CEO 17
  • 18. VanksenWatch 01 02 03 04 05 06 06 Some examples of our references Monitoring the Daily monitoring Crisis management social Web Brand and market Brand awareness Community audit audit identification 18
  • 19. VanksenWatch 01 02 03 04 05 06 06 Vanksen: connecting brands & consumers 19
  • 20. Thanks you and is all ears It will be our pleasure to answer your questions. Email: info@vanksen.com Phone: +352 48 90 90 336 vanksen luxembourg 7 rue des Mérovingiens L-8070 Bertrange Luxembourg Tel: +352 48 90 90 339 Fax: +352 48 90 90 140 www.vanksen.com © 2009. VanksenGroup SA, all rights reserved. All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorization. 20