Social Media - Online Reputation Management

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    Social Media - Online Reputation Management - Presentation Transcript

    1. Social Media & Online ReputationManagement
      LBi’s Social Media Afternoon – Brussels, July 9th, 2009
      Laurence Vandelanotte – Strategy & Planning Director
      Adrien de Harlez – AccountManager
      Tags : belgium,branding,business,lbi,marketing,media,reputation,social,socialmedia,strategy
    2. 1. WHAT IS ONLINE REPUTATION ?
    3. Online Reputation = Reputation
      Online reputation is not about what you are but about how communities perceive you
      What communities are saying about you or what “they” don’t
      How your acts are perceived and interpreted
      How your messages are received / transformed / deformed / forwarded
    4. Online Reputation Management
      The process of monitoring a brand online, knowing how to deal with any negativity and understanding how you can pro-actively protect your brand via conversation channels.
      The process of engaging conversation with your customers, business partners or even employees to empower your brand image and values, to distinct yourself from competition, to activate “natural brand ambassadors” and to build your marketing strategy on emotion management.
    5. 2. WHY IS IT IMPORTANT?
    6. CONSUMERS
      Consumers are seeking for more than products, they are looking for believable brands, services, values, commitment and corporate social responsibility
      “Buy ethic”, “Buy Sustainable”, “Green marketing”, sustainable development, fair trade etc.
    7. EMPLOYEES
      Companies with the best reputation attractthe best job applicants first
      An employee proud to work for his company is a good ambassador
      Disappointed employees are using Social Medias too !
      vs
    8. BUSINESS PARTNERS
      Investors prefer reputable partners
      Your own reputation impact your business partners...
      And your business partners’ reputation can affect you !
    9. “The company with the best reputation
      always achieves a substantially
      higher return on investment.”
      Forbes Magazine
    10. 3. WHY SHOULD I CARE?
    11. Why should I care?
      because you leave footprint
    12. Why should I care?
      Because “they” talk about you
      And they are making a lot of noise…
      Consumer
      Investors
      Competitors
      Partners
      Employee
    13. Why should I care?
      because “they” have an opinion about you
      Rating
      Testimonials
      Consumer
      Investors
      Market Survey
      User Experience
      Competitors
      Partners
      C2C recommendations
      Reliability
      Price Comparison
    14. Why should I care ?
      Because “they” are not all angels
      Spy
      Competition
      Head hunters
      Smears
      Lawsuit
      Traders
      Consumer groups
    15. Why should I care ?
      Because your best brand ambassadors
      are among them…
      Super Consumer
    16. 4. ORM and Social Media Marketing
    17. What is Social Media Marketing ?
      It is about...
      ENGAGING COMMUNITIES
      Go down in the arena
      Assume your brand & reputation
      Accept to face critics and to reconsider your position
    18. What is Social Media Marketing ?
      It is about...
      FOCUSING ON CONSUMERS
      Power to the user
      Join their conversation
    19. What is Social Media Marketing ?
      Customer can not be seen anymore as “a target”
    20. What is Social Media Marketing ?
      It is about...
      CREATING AN EMOTIONAL RELATIONSHIP BETWEEN YOUR BRAND AND YOUR CUSTOMERS
      You will have to offer extra added value
    21. What is Social Media Marketing ?
      No more evil marketing
    22. What is Social Media Marketing ?
      It is about...
      VIRALITY and BUZZ
      Snowball effect
      C2C
    23. The goal is...
      TO SELL
      CREATING VALUE IS A MEANS
      TO CREATE VALUE
      SELLING IS A POSITIVE CONSEQUENCE
    24. 5. How do I start with ORM?
    25. Engage
      Monitor
      Protect
      ORM is an Iceberg
    26. 1. MONITOR
      2. PROTECT
      3. ENGAGE
    27. 1. MONITOR
      A
      B
      C
    28. 2.PROTECT
      A
      B
      C
    29. 3. ENGAGE
      A
      B
    30. 6. In practice
    31. PROTECT
      Practical Examples
      Belgacom – Using & securing Youtube channels
      YouTube Channel to spread commercial and helpful videos.
      • The name “Belgacom” is used by his legal owner
      • no “cyber squatting”
      • reaching customers outside the company environment
      http://www.youtube.com/user/belgacomtube
    32. PROTECT
      ENGAGE
      Practical Examples
      British Gaz – External communication platform
      External platform to engage schools and children in thinking about green energy.
      • It is clearly labeled “British Gaz”
      • it reaches children and school, but has a indirect impact on the targeted end-users (perception)
      http://www.generationgreen.co.uk
    33. PROTECT
      MONITOR
      ENGAGE
      Practical Example
      NUTELLA DAY– Natural Brand Ambassadors
      When FANS are working for the brand
      • more than 47.000 fans for the French speaking group
      • more than 3 millions fans for all profiles merges together
      • A “Nutella Day” is held every year organised by fans
      • Strong emotional connection between consumers and the product
      http://www.nutelladay.com
      Super Consumer
    34. Thank You!
      LBi Belgium
      Vorstlaan 191 Bd du SouverainB-1140 Brussels
      Kortrijksesteenweg 1144 bus n
      B-9051 Sint-Denijs-Westrem
      www.lbigroup.be
      www.twitter.com/LBi_Belgium

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