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Social Media - Online Reputation Management

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  • 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.
  • 22. What is Social Media Marketing ?
    No more evil marketing
  • 23. What is Social Media Marketing ?
    It is about...
    VIRALITY and BUZZ
    Snowball effect
    C2C
  • 24. The goal is...
    TO SELL
    CREATING VALUE IS A MEANS
    TO CREATE VALUE
    SELLING IS A POSITIVE CONSEQUENCE
  • 25. 5. How do I start with ORM?
  • 26. Engage
    Monitor
    Protect
    ORM is an Iceberg
  • 27. 1. MONITOR
    2. PROTECT
    3. ENGAGE
  • 28. 1. MONITOR
    A
    B
    C
  • 29. 2.PROTECT
    A
    B
    C
  • 30. 3. ENGAGE
    A
    B
  • 31. 6. In practice
  • 32. 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
    • 33. no “cyber squatting”
    • 34. reaching customers outside the company environment
    http://www.youtube.com/user/belgacomtube
  • 35. 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”
    • 36. it reaches children and school, but has a indirect impact on the targeted end-users (perception)
    http://www.generationgreen.co.uk
  • 37. 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
    • 38. more than 3 millions fans for all profiles merges together
    • 39. A “Nutella Day” is held every year organised by fans
    • 40. Strong emotional connection between consumers and the product
    http://www.nutelladay.com
    Super Consumer
  • 41. 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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