Social Media & Online ReputationManagementLBi’s Social Media Afternoon – Brussels, July 9th, 2009Laurence Vandelanotte – Strategy & Planning DirectorAdrien de Harlez – AccountManagerTags : belgium,branding,business,lbi,marketing,media,reputation,social,socialmedia,strategy

1. WHAT IS ONLINE REPUTATION ?

Online Reputation = ReputationOnline 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

Online Reputation ManagementThe 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.

2. WHY IS IT IMPORTANT?

CONSUMERSConsumers 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.

EMPLOYEESCompanies with the best reputation attractthe best job applicants firstAn employee proud to work for his company is a good ambassadorDisappointed employees are using Social Medias too !vs

BUSINESS PARTNERSInvestors prefer reputable partnersYour own reputation impact your business partners...And your business partners’ reputation can affect you !

“The company with the best reputation always achieves a substantially higher return on investment.”Forbes Magazine

3. WHY SHOULD I CARE?

Why should I care?because you leave footprint

Why should I care?Because “they” talk about youAnd they are making a lot of noise…ConsumerInvestorsCompetitorsPartnersEmployee

Why should I care?because “they” have an opinion about youRatingTestimonialsConsumerInvestorsMarket SurveyUser ExperienceCompetitorsPartnersC2C recommendationsReliabilityPrice Comparison

Why should I care ?Because “they” are not all angelsSpyCompetitionHead huntersSmearsLawsuitTradersConsumer groups

Why should I care ?Because your best brand ambassadors are among them…Super Consumer

4. ORM and Social Media Marketing

What is Social Media Marketing ?It is about...ENGAGING COMMUNITIESGo down in the arenaAssume your brand & reputationAccept to face critics and to reconsider your position

What is Social Media Marketing ?It is about...FOCUSING ON CONSUMERSPower to the userJoin their conversation

What is Social Media Marketing ?Customer can not be seen anymore as “a target”

What is Social Media Marketing ?It is about...CREATING AN EMOTIONAL RELATIONSHIP BETWEEN YOUR BRAND AND YOUR CUSTOMERSYou will have to offer extra added value

What is Social Media Marketing ?No more evil marketing

What is Social Media Marketing ?It is about...VIRALITY and BUZZ Snowball effectC2C

The goal is...TO SELL CREATING VALUE IS A MEANSTO CREATE VALUESELLING IS A POSITIVE CONSEQUENCE

5. How do I start with ORM?

EngageMonitorProtectORM is an Iceberg

1. MONITOR2. PROTECT3. ENGAGE

1. MONITORABC

2.PROTECTABC

3. ENGAGEAB

6. In practice

PROTECTPractical ExamplesBelgacom – Using & securing Youtube channelsYouTube Channel to spread commercial and helpful videos. The name “Belgacom” is used by his legal owner no “cyber squatting” reaching customers outside the company environmenthttp://www.youtube.com/user/belgacomtube

The name “Belgacom” is used by his legal owner

no “cyber squatting”

reaching customers outside the company environment

PROTECTENGAGEPractical ExamplesBritish Gaz – External communication platformExternal 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

It is clearly labeled “British Gaz”

it reaches children and school, but has a indirect impact on the targeted end-users (perception)

PROTECTMONITORENGAGEPractical ExampleNUTELLA DAY– Natural Brand AmbassadorsWhen 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 producthttp://www.nutelladay.comSuper Consumer

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

Thank You!LBi BelgiumVorstlaan 191 Bd du SouverainB-1140 BrusselsKortrijksesteenweg 1144 bus nB-9051 Sint-Denijs-Westremwww.lbigroup.bewww.twitter.com/LBi_Belgium