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Social Media - Online Reputation Management
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
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.
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
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
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
