Maximising Brand Reputation Online
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Maximising Brand Reputation Online

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My slides from SAScon 2013 on the topic of "Maximising your online reputation" with some tips around how to gain and use insights into social conversations to manage brand reputation online.

My slides from SAScon 2013 on the topic of "Maximising your online reputation" with some tips around how to gain and use insights into social conversations to manage brand reputation online.

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    Maximising Brand Reputation Online Maximising Brand Reputation Online Presentation Transcript

    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialMaximising BrandReputation OnlineNils Mork-Ulnes@nilsmu
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialTheAgenda➡ How can you maximise something youno longer have much control of?➡ Tips for making sense of your onlinereputation➡ Going beyond basics
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialPeoplegrowthIn the face ofExponentialinformationare getting smarterat using andfilteringinformation
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential10.4Source: Google/Shopper Sciences, The Zero Moment of Truth Macro Studydoubled totheaverage numberof information sourcesused by shoppersFrom 2010 to 2011
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialYou now have little controlFiltered PersonalStreamContent User stateTimelyRelevantActionableValuableShareableGrazing/Lean-backLean-forward• Bite-sized/Visual• Not actively considering• E.g.,• Competitions• Videos• Infographics• Transactional• Consideration & post-purchasesharing• E.g.,• Forums• Influencer content• Tools/guidesSocial graphInterestgraphKnowledgegraphof the customer journeyConsumerFacebookTwitterGoogleTumblrPinterestForums
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialofThe roleword ofmouth
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential2.1 billiona daySource: The Keller Fay Group, 2013, based on 1 year of data from more than 31,000 US consumers aged 13-69WOM Brand impressionsIN THEUS ALONE
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential6% occur onlineMANY MORE THANSource: The Keller Fay Group, 2013, based on 1 year of data from more than 31,000 US consumers aged 13-69Of all WOMBUT SEEN BYOFFLINE WOM
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialHighly Credibleby 63%OF RESPONDENTSSource: The Keller Fay Group, 2013, based on 1 year of data from more than 31,000 US consumers aged 13-69Experience-based WOM rated
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential51% say “try it”5% Say “avoid it”Source: The Keller Fay Group, 2013, based on 1 year of data from more than 31,000 US consumers aged 13-69WOM tends to be positive
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialOnline word of mouth is correlated with salesPositive Tweets explains 5x the variability in sales of advertisingfor video games in study of 12 months of 2012 dataTweets having generally a higher impact than negative Tweets. Therefore, to gain the most out of the online word-of-mouth embodied by Tweets, companies would be best served by addressing the balance of sentiment abouttheir games through increasing the number of positive Tweets.Table 1 summarises the impacts on sales volume from a 30% change in positive Tweets, negative Tweets andtraditional advertising on each genre, as a weighted average of the estimated title level impacts. The results inthe table on the impact of positive Tweets correspond to a thought experiment: “How would the sales of a titlerespond to a having a 30% higher number of positive Tweets about it?”ng” in thisers to traditionalabove-the-tising spend,Table 1. Impact of key levers on sales volume in the first 10 weeks of release by genreGenre 30% more positive Tweets 30% fewer negativeTweets30% more non-TwitteradvertisingShooterSportsRacingActionRole playingOtherOverall8.1%6.3%6.3%4.2%8.0%3.1%6.1%2.4%6.7%3.3%2.0%7.5%3.1%3.3%1.6%0.7%0.9%1.9%3.2%3.9%1.6%Source: Deloitte analysis of data from GfK, Nielsen and Crimson Hexagonthanalone.The results show that for the key genres of shooter, sports and racing games, the impact of having more positivesentiment is a multiple of the impact of increasing traditional advertising spend by an equal proportion. Across theCaveat: correlation ≠ causation
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialStill, Companies mostly use quant metricsMeasuring social media ROISource: Duke University’s CMO Survey, 2013
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialKey pointsPeople like to sharegood experiencesmore than bad ones2 31People trustexperience-basedword of mouth - andwhen it happensonline it’s findablefor manyAnd yet manycompanies don’tmeasure this
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialMAKING SENSE OF YOURONLINE REPUTATION
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialDon’t confusethis thiswithCarefullyresearchedconclusions
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential"When we say its positive,the machine about 21% ofthe time says its negative"Eric Schmidt, senior manager-marketingstrategy and insights at Coca-Cola, on theirtests of automated social media sentiment
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialMonitoring is goodfor spotting and fixingproblems quickly
    • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialNo Black boxesFor “market research grade”insight, you still need soundresearch methodology
    • © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialQUick methodology primer21 3 4 5Test andretest queriesClean data Sample Tag Aggregate AnalyseRandom &statisticallysignificantBy humans,using customtaxonomyDo the sums& eliminateerrorsMake senseof it
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialKey pointsDo use SMMsoftware tomonitor forproblems2 31Do make the properinvestment in timeand £s if you want toshare data with theC-suiteMake sure there ismethodologicalrigour? 28:32
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialGOING BEYOND BASICS
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialTROUBLESHOOT THROUGHSEGMENTATION
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialSegmentation gives diagnostic clarityTop 10 (Dis)satisfactionDriversTop 10 Attractorsand BarriersTop 10 (Dis)satisfactionDrivers Top 10 Attractorsand Barriers1. Call Centres2. Reliability3....4....1. Pricing2. Reliability3....4....1. Call Centres2. Reliability3....4....1. Reliability2. Features3....4....Former Customers4%Non-Customers18%Considering Customers12%Customers66%
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialLOOK BEYOND YOURBRAND
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialMost conversations aren’t about your brand0.5%0.5%99%You and your competitorsTheir lives Brand A Brand B
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialCultural Tensions:My needsMy family’s needsSocietyPopular cultureBrand Proposition:How awesome we areMeetingneedsContent strategyBranded utilitiesProduct developmentStaying relevant
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential“white space” ANALYSISDiscover conversations that:1.Fit with your brand2. Are large or will be3. Appeals to your audiences4. Is "interesting"0102030405060708090100Apr-12May-12Jun-12Jul-12Aug-12Sep-12Oct-12Nov-12Dec-12Jan-13Feb-13Mar-130.00%0.00%0.00%1.73%0.00%0.65%0.22%HPOracleIBMGoogleCiscoMcsftGEHow “White” is the space?Potential Market Value: $131 BTrend data“White Spaces” are topics that cover the common ground between a brand’s offerings—whether this offering isas tangible as an actual product or as abstract as a value proposition—and the needs of its target audiences.
    • © Copyright 2013 Beyond. All rights reserved. Private and Confidential“Pain Point” ANALYSISWHAT ARE MOMS DISCUSSING?negative positiveVOLUMEVOLUMEBaby clothesCar seatsCribsDiaper/changingbagsStrollersSlings/wrapsMaternity clothesFeeding chairs,furnitureCarriersProductsMaterials/fabricsComfortSafety for babyEase of use/installation/navigation(includes ability touse outdoors)Compatibility withphysical activityAppropriatenessfor baby (e.g., isbaby too big)Ease of cleaningcolorsPatternsPrice/valueAttractiveness/trendinessProduct CONSIDERATIONSAt which point of the need staGE CUSTOMER JOURNEY are moms posting?*0%Pre-awareness7% 14% 17% 12% 67%AWARENESSFAMILIARITY CONSIDERATION &RESEARCHPurchaseRecommendation &sharing*Posting only about baby/maternity products or comfort/style with regard to pregnancy/taking care of baby.WHICH EMOTIONS ARE MOMS EXPRESSING?**Posting only about baby/maternity products or comfort/style with regard to pregnancy/taking care of baby.36%Happiness21%Confusion/FEAR19%dissatisfaction14%Excitement/hope
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialKey pointsThere is more tosocial data thanjust measuringbrand health2 31Diagnose problemsby segmenting dataLook beyondmentions of yourbrand and look fornew opportunitiesto connect or painpoints to address
    • © Copyright 2013 Beyond. All rights reserved. Private and ConfidentialTHANK YOUtimefor yourcontact usNils Mork-UlnesHead of Insights and Analytics, EMEA+44 771 307 7994nils@bynd.com@nilsmu