Tim shier

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Online Real Estate Marketing Conference 9 & 10 March 2010 The Pavilion Cape Town South Africa

Online Real Estate Marketing Conference 9 & 10 March 2010 The Pavilion Cape Town South Africa

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  • Comment box. Good luck commander.
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  • We all implicitly understand how reputation impacts our daily lives. We do it all the time, when buying a car, entering the dating game or even choosing our friendship groups. Reputation is built into just about every decision which we make. The question is how does it impact the businesses bottom line? There is a simple reality; businesses typically fold because their product or service isn’t perceived to be valuable – this is a simple case of reputation. Take for example what happened with United Airlines last year.
  • In July 2009, David Carrol was flying onboard United Airlines with his band, from Halifax to Chicago. While onboard, he looked out of his window and saw the airport ground staff throwing his guitar around. When he arrived in Chicago he found that his guitar has been broken. Being a musician on tour it goes without saying that he was incredibly unhappy. After talking to three different United Airlines staff he wrote a blog post on the topic. Following no response to his post, he pledged to release three songs telling his story. They were immediate hits on Youtube, with over 10 million page views between them to date.
  • In July 2009, David Carrol was flying onboard United Airlines with his band, from Halifax to Chicago. While onboard, he looked out of his window and saw the airport ground staff throwing his guitar around. When he arrived in Chicago he found that his guitar has been broken. Being a musician on tour it goes without saying that he was incredibly unhappy. After talking to three different United Airlines staff he wrote a blog post on the topic. Following no response to his post, he pledged to release three songs telling his story. They were immediate hits on Youtube, with over 10 million page views between them to date.
  • This sparked widespread negativity towards the brand as others identified with the situation and added their voice to the mailstorm of online conversation. The resulting situation was that just over 70% of the conversation was negative towards the brand in almost all areas of the digital space.
  • United Airlines got a stock shock. 10% loss in stock which amounted to $180 million worth of shareholders losses. An uncomfortable situation for any exec.
  • United Airlines got a stock shock. 10% loss in stock which amounted to $180 million worth of shareholders losses. An uncomfortable situation for any exec.
  • United Airlines got a stock shock. 10% loss in stock which amounted to $180 million worth of shareholders losses. An uncomfortable situation for any exec.
  • This certainly isn’t a unique experience to just United Airlines. Dell lost 42% market capital, South Africa’s Quality Vacation Club lost a projected R25 million, Apple lost $11 billion in 30 minutes and the likes of Senator Rick Santorum (who I wont get into), become a very unfavorable candidate for presidency.
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  • Citizen Journalism is alive and kicking…
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Transcript

  • 1. t Online Reputation Management By Tim Shier (tim.shier@brandseye.com)
  • 2. As a spotty faced teenager…
  • 3. So what is a reputation?
  • 4. Wikipedia: Reputation is the general opinion, or more technically, a social evaluation , of the public toward a person, a group of people, or an organization.
  • 5. The Internet just makes it much easier.
  • 6. The Internet just makes it much easier… … and more public!
  • 7. No geographic boundaries.
  • 8. It’s instant.
  • 9.
    • 1 tweet in less than 5 min.
    • Over 40 000 image views in 4 hours.
    • Instant world fame!
  • 10. (Almost) Everything is public.
  • 11. “ 93% of journalists use search engines to research their stories” - Edelman Trust Barometer 2008
  • 12. “ 78% of people trust the recommendations of others” -Nielson “Trust in Advertising” Report
  • 13. “ 47% of people trust people like me” - Edelman Trust Barometer, 2010
  • 14. “ 40% of people trust CEOs” - Edelman Trust Barometer, 2010
  • 15.  
  • 16. We have ourselves a radical shift!
  • 17. Need to empower stakeholders.
  • 18. Affecting the bottom line?
  • 19. Steve Jobs – heart attack
  • 20.  
  • 21. 98 700 conversations online.
  • 22. Apple lost 10% of their share price…
  • 23. … in 11 minutes…
  • 24. … which amounted to over R100 billion lost. #fail
  • 25.  
  • 26. “ Customer satisfaction beats NASDAQ average by 335%” -Journal of Marketing, 2006, Vol 70
  • 27. The good old days are passing away…
  • 28. Traditional “ Train Line Model”
  • 29. Now, anybody can product content.
  • 30. 300 million blogs - Technorati, 2009 400 million Facebook users -Facebook, 2009 300 million MySpace users - MySpace, 2009 18 million Twitter users - Mashable, 2009
  • 31. “ [In the USA] by 2010 GenY will outnumber Baby Boomers and 96% will be on Social Media sites” - Social Media Revolution 2009
  • 32. Boundless Broccoli Model
  • 33. Social norming…
  • 34. Social norming…
  • 35. Accessing the Influencers:
  • 36. The Four Elements of ORM
  • 37. Monitor
  • 38. Two approaches:
  • 39. Buzz Monitoring
  • 40. It’s about sampling (research only).
  • 41. Mention Tracking
  • 42. It’s about action-orientated insights
  • 43. How to monitor
  • 44.
    • Manual Monitoring
    • Use Google
    • Use RSS
    • Use Social Media searches
  • 45.
    • Qualitative Monitoring
    • Google Alerts
    • Yahoo Pipes
  • 46.
    • Quantitative Monitoring
    • BrandsEye
    • Nielson Buzz Metrics
  • 47. Choosing Phrases
  • 48.
    • A Simple Phrase Selection Process
    • Understand what you are trying to find
    • Go to Google and test drive it
    • Refine search using direct matches, inclusions and exclusions
    • Enter into an ORM service
    • Continually monitor and improve results
  • 49.
    • A Simple Phrase Selection Process
    • Understand what you are trying to find.
  • 50.
    • A Simple Phrase Selection Process
    • Go to Google and test drive it.
  • 51.
    • A Simple Phrase Selection Process
    • Refine search using direct matches, inclusions and exclusions.
  • 52.
    • Broad Match Search
    • Example: auction alliance
    • Will find highest ranking results for phrase.
  • 53.
    • Direct Match Search
    • Example: “auction alliance”
    • Must include full phrase auction alliance.
  • 54.
    • Inclusive Match Search
    • Example: “auction alliance” +property
    • Must include full phrase auction alliance AND property.
  • 55.
    • Exclusive Match Search
    • Example: “auction alliance” –USA -america
    • Must include full phrase auction alliance but NOT USA or america.
  • 56.
    • Combining Boolean Logic
    • Example: “auction alliance” +property –USA
    • Must include full phrase auction alliance AND property but NOT USA.
  • 57.
    • A Simple Phrase Selection Process
    • Enter into ORM service.
  • 58.
    • A Simple Phrase Selection Process
    • Optimise ORM service.
  • 59.
    • Tips and Tricks
    • Start small and focused.
    • Don’t broad match.
    • Check pages further down Google for other meanings.
  • 60. Measure
  • 61. The death of the hunch
  • 62.
    • Qualitative Analysis
    • Identify
    • Understand
    • Engage
  • 63.
    • Quantitative Analysis
    • Simplify
    • Understand
    • Explore
    • Justify
  • 64.
    • Metrics to Consider (Quantitative)
    • Brand Momentum (brand mentions per day).
  • 65.
    • Metrics to Consider (Quantitative)
    • Sentiment distribution (sentiment towards brand).
  • 66.
    • Metrics to Consider (Quantitative)
    • Media distribution (media types talking about your brand).
  • 67.
    • Metrics to Consider (Quantitative)
    • Credibility distribution (how much influence).
  • 68.
    • Metrics to Consider (Quantitative)
    • Brand’s reputation.
  • 69.
    • Metrics to Consider (Quantitative)
    • Language
    • Country of origin
    • Domain distribution
    • Trends
  • 70.
    • Making Sense of the Metrics (a process)
    • Explore quantitative data for trends.
    • Drill into trends to explore further.
    • Identify quantitative data.
    • Explore quantitative data.
    • Contact individual (if possible) and discuss further.
    • Report back on details.
  • 71.
    • Making Sense of the Metrics (a process)
    • Explore quantitative data for trends.
    • Big spike in conversation on 26 August 2009.
  • 72.
    • Making Sense of the Metrics (a process)
    • Drill into data to explore trends.
  • 73.
    • Making Sense of the Metrics (a process)
    • Drill into data to explore trends.
  • 74.
    • Making Sense of the Metrics (a process)
    • Drill into data to explore trends.
  • 75.
    • Making Sense of the Metrics (a process)
    • Drill into data to explore trends.
  • 76.
    • Making Sense of the Metrics (a process)
    • Identify quantitative data.
  • 77.
    • Making Sense of the Metrics (a process)
    • Identify quantitative data:
  • 78.
    • Making Sense of the Metrics (a process)
    • Contact individual and discuss further.
  • 79.
    • Making Sense of the Metrics (a process)
    • Report back in detail
    • Activities on the 26 th August and beyond
    • Large spike in conversation due to Unilever brief on Idea Bounty going public.
    • This was driven by Press with a very strong Consumer response.
    • Sentiment towards Idea Bounty improved by 538.003%.
    • Influence of the conversation strongly tended towards “authorative”.
    • Strong brand association between Idea Bounty and Peperami and Unilever achieved.
    • Launch resulted in high volumes of conversation which are maintained for 3 weeks.
    • ETC….
  • 80.
    • Special Considerations
    • Quality of data
  • 81.
    • Special Considerations
    • Representativeness of data
  • 82.
    • Special Considerations
    • Statistical relevancy
  • 83. Manage
  • 84. Two types of Reputation Crises.
  • 85. Using the Evidence
  • 86.
    • 9 Rules for Managing a Reputation Crisis
    • Be humble
    • Listen
    • Act immediately
    • If false…
    • If true…
    • Manage SERPs
    • Maintain communication
    • Engage in the conversation
    • Care
  • 87. How to Handle Engagement
  • 88.  
  • 89.  
  • 90.  
  • 91. Maximise
  • 92. Evolution of Strategy
  • 93.  
  • 94. Tactical Improvement Iterations of the same concept
  • 95. Business Strategy Branch Selection
  • 96. Impacting Business Change
  • 97. Integrate your consumers
  • 98. King 3
  • 99. Perception = Reputation = Share Price
  • 100. Engaging stakeholders critical
  • 101. Transparency & Effective Communication
  • 102. Rapid Resolution
  • 103. In Summary
  • 104.
    • Four Parts of ORM
    • Monitor the conversation online
    • Measure it to understand tactical effectiveness
    • Manage the conversation to get the most from it
    • Maximise opportunity by making business changes
  • 105. Thank You.
  • 106. @timshier @brandseye [email_address] Google: Tim Shier