Protecting and managing online reputation

Share of voice

Across the sectors

Good and bad

It matters
Positive consumer-generated reviews can have an impact on offline behaviour, with 24% using online reviews prior to paying for a service delivered offline. [Source:comScore / Kelsey Group, Nov 2007]

It’s all about
Influencing the influencers
Connecting with customers
Managing feedback
Delivering comms with a constant brand tone
Developing positive dialogue and relationship with constituents
Archiving positive brand comment

Essential
Transparency
Honesty
Policy and process
Rapid response
Flexibility
Integration

A spotless reputation?
Online is already a brand risk
Rumours spread
Online is more extreme place for comment
Multiple agendas of online communities
Community journalism influences press, TV and radio
Many touch points can result in a conflict of message

You can’t communicate
Without learning to listen

The tools to listen
Simply watching
Google blog search
Ice rocket
Technorati
Blog pulse
Google news
Detailed monitoring
Onalytica
Market Sentinel
Buzz Metrics
Useful tools
Google trends
iGoogle
Sphinn
Digg

Draw the battle lines
What do you want to influence
When will you respond
How will you cultivate authenticity
What information is currency
How will you personalise conversations
When will you draft in legal
Draft procedures and protocols

Triage
Is it true?
Put the criticism in context
Is it on an influential site – assess and rank site
Who is the detractor – are they influential
Are others commenting
Assess the seriousness of the attack - Accept some of the views, but don’t hide and don’t overreact
Is it affecting search ranking?
'Never pick a fight with someone who buys ink by the barrel'

Lies, lies and damn lies
Act quickly
The truth will out - get the facts straight
Humour and self depreciation can help!
Be candid and declare your interest
Be brief, to the point and transparent
Don’t be emotional, heavy-handed, impolite or incorrect
Collaborate with other credible sources
Consider offline media and PPC
Yes involve lawyers – but only as a safeguard

Choose wisely
Selecting the medium to respond
Approach individual bloggers, commentators etc
Direct mail, email
Own site
Personal letter, statement, phone call

Search engine
News search engines
Blog search engines
RSS
Coverage in online press
Blog posts
Forum debate
Social network buzz
Social news and bookmarking
RSS

It’s all about
Influence the influencers
Connect with customers
Managing feedback
Delivering comms with a constant brand tone
Develop positive dialogue and relationship with constituents
Archiving positive brand comment

Customer Journey Activation Metric Become Aware Engage Learn Decide Purchase Post Purchase Active engagement with influencers and online authorities Offer social currency to ignite conversations and interest Create opportunities for dialogue and interaction to deepen the conversation and develop advocates Ensure wide off-website placement of informative content such as Info graphics Technical data and Video demonstration
Content coverage
Clipping volume
Blog chatter analysis
Syndication analysis
Search engine visibility and rankings
Website links
Web traffic analysis (web analytics)
Referring websites and influencer numbers
Develop close (often offline) relationship with advocates to garner positive recommendation from community Unique URLs and competition mechanics to drive web visits. Tracking URLs from influencer to purchase
Sales volume
Sony-Style reference
CRM registration verification
Continued conversation development to ensure positive sentiment and sales affirmations (generating further advocates)
Sentiment analysis
Clippings volume

Hotel Chocolat Easter Egg hunt

Chris Bishop
1 of 4 to graduate with the UK’s first e-business degree
Began in online media in 1999 as a publisher and owner of an online sports network
Create & Innovate, Johnson & Johnson, TradeDoubler and currently Hotel Chocolat…
“ Outstanding Personal Contribution to Affiliate Marketing" award and short-listed for “Publisher Manager of the Year” A4UExpo 2007.
Support Bolton Wanderers & love Belvedere Vodka!

Hotel Chocolat
15 years old!
DM background
Re-brand in 2003
First store 2004
US launch 2007

Why online PR
Tapping into the Google economy
Underpins search marketing (PPC)
Organic link building
Supports affiliate marketing and partnerships
Maintains a positive profile of off-website content and recommendation
Amplifies marketing channels
Common sense approach to delivering more sales

Creating positive chatter

Objectives
Increasing Hotel Chocolat’s presence online – including search engine rankings, relevant mainstream and niche websites, and within social media conversation
Driving traffic to the Hotel Chocolat website
Delivering tangible return on investment

Activity
Hotel Chocolat Easter egg reviews
The Hotel Chocolat ‘Virtual Easter Egg Hunt’ and nine partner competitions
The Niblingtons Easter Guide
Six weeks only

Targeted
Food & drink
Women’s lifestyle
Shopping, gifting, luxury buys
Competitions
Family
Diary bloggers

Measuring
Trackable visits
Correlations to sales
Analysis of conversion and time spend
Not Fluffy PR at all!

Blogs and online media
Nine influential blogs partnered with Hotel Chocolat to run the ‘online Easter egg hunt’
Guardian Unlimited front page
Widespread pick-up in traditional media online and throughout the blogosphere.

Results

Driving out negative comment
Visibility still high today (almost a year later)

Five take-aways
Learn to listen to online chatter
Understand the importance of advocacy and not just product/store information
Create relationships with influencers
Gather internal support
Watch for the next big think – keep up with online social media innovation

Thank you
for
Full ‘brands in social media’ research
Email me (Katy Howell):
[email_address]

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Protecting and managing online reputation

by guest172308 on Feb 14, 2008

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Protecting and managing online reputation — Presentation Transcript