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]

Protecting and managing online reputation

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