1. Online Social Media Monitoring
Reputation & Campaign Management
Monitor Understand Plan Manage
Social Business Strategy
London
+44 (0) 7887 644 799
Copyright Purple Spinnaker Limited December 2010 1

2. Monitor Understand Plan Manage
Monitoring Programs Understand Impact & Risks
Who is talking Brand
Where are they talking Reputation
What are they talking about Shareholders
You Customers
Your competitors Executives Reputation
Who is listening Regulation
Is it damaging Competitors
Is it positive or negative
Online & Social Brand & Reputation Management
Scenario Planning
Issue Management Policies
Define key actions Brand
Report to stakeholders Reputation
Define key responses Customer Experience
Join the conversation Employee Engagement
Make a statement Unions
Listen, learn and inform
CEO
Change a business process
Shareholders
Empower colleagues
Colleague Awareness & Education Program 2

3. Monitor Understand Plan Manage

4. Conversations, Commentary & Noise
Forums
Twitter - Tweetdeck Consumer Action Group Independent Blogs Commentary
News websites and blogs YouTube
Industry websites and blogs
Sky News BBC
Banking Business
Mobile News
FT Guardian Marketing
CIO
Monitor Understand Plan Manage

5. Consumer Campaigns – Stop HBOS
The Campaign
Website/Blog Facebook Twitter
507 members
The Support
Financial Journalist Democracy Websites
Online Petitions
Monitor Understand Plan Manage
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6. Monitor Understand Plan Manage

7. Monitor Understand Plan Manage
 Reasons for Online Activity
 Product Launch
 Campaign Launch
 Marketing Activity
 Company announcement
 Financial statements
 Good news
 Bad News
 Customer Issue/Grievance
 Poor customer experience/service
 Good customer experience/service
 Change in Leadership
 ???????

8. General Conversation - Lloyds & HBOS
HBOS/Lloyds – All Conversation
24th November 2009
LLOYDS BANKING GROUP ANNOUNCES A PROPOSED RIGHTS ISSUE
 High levels towards end of November and beginning of December
 Sustained levels of conversation throughout December
Monitor Understand Plan Manage

9. River of News - “On Topic” posts
Micro Media
(Twitter)
Mainstream news.
Forum Discussion
Threads
Blogs Forum Replies
Monitor Understand Plan Manage
Website & Blog
Comments

10. Identify Top Influencing Sites
On topic posts from top 10
influencing sites
Monitor Understand Plan Manage

11. Word & Phrase Drilldown - redundant
Conversation Breakdown
• 30th November – Lloyds announce 410 job losses in Brighton
• Clear Spike on 1st December – may be attributed to redundancy announcements
• 14th December - LLOYDS BANKING GROUP PLC ANNOUNCES STRONG SUPPORT FOR THE RIGHTS ISSUE
• Second wave of spikes mid December – may be attributed to announcement about rights issue
Monitor Understand Plan Manage

12. Conversation Cloud - 1st December
Frequently used words on the 1st December spike in conversation
Monitor Understand Plan Manage

13. Analysis of Conversation
Forum North Stand Chat http://www.northstandchat.com/index.php
Discussion Title ‘Cheers Lloyds tsb’ http://www.northstandchat.biz/showthread.php?t=163651
Discussion Topic expression of despair over redundancy announcements by Lloyds following the HBOS merger
Comments 60 comments offering sympathy and advice.
“Found out today I'm getting made redundant which is nice news
Monday morning 25 days before Christmas...am absolutely gutted
[sic]”
“Join the club”
Monitor Understand Plan Manage

14. Analysis of Conversation (2)
North Stand Chat continued
“...lost her job at lloyds after 16 years service.”
“...our jobs are going too. We
didn’t want to be taken over
either.
My job is being offshored
and I have to teach them how
to do it.
“I work for Lloyds and
my job is going to HBOS workers...”
Monitor Understand Plan Manage

15. Trending Topic & Word Cloud
Jobs & Lloyds
Peak activity on 30th November
Lloyds announce job cuts in Brighton
Conversation Cloud from key words
Lloyds & IT
Monitor Understand Plan Manage

16. Tweetdeck - Twitter
Results should be used as an indicator of activity
at a single point in time – 3rd December 2009
Monitor Understand Plan Manage

17. Addictomatic
Results should be used as an indicator of activity
at a single point in time – 16th January 2010
Monitor Understand Plan Manage
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18. Social mention
Lloyds Banking Group Lloyds HBOS
Results should be used as an indicator of activity on 13th December 2009.
Free tool used with NO visibility of blogs or websites included in the analysis.
Monitor Understand Plan Manage

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20. Monitor Understand Plan Manage
Forrester Technographics ladder
Key Take Aways…
Not everyone is a contributor
More people follow than participate
Just because you can not see them
does not mean they are not there

21. Monitor Understand Plan Manage
HIGH
Advocacy
2
Success
Communicate Success Lots of positive buzz
Advocacy – Positive - Negative
1 Communicate
Positive buzz, can we capitalise and spread the word?
Buzz Revise & adapt
-2 -1 0 1 2 Low levels of activity, negative or limited advocacy – revise
strategy or campaign to re-energise
-1 Crisis Crisis
Revise High levels of negative buzz
& adapt Understand issue, take action (see later slide)
-2
HIGH
Intensity of Buzz
Conversation & Commentary

22. Understand Impact
Intensity Viral Period of Activity
HIGH HIGH HIGH
Impact on Business
Impact on Business
Impact on Business
HIGH HIGH LONG TERM
Intensity of Conversation Viral Spread of Topic Duration of activity
& Commentary
Area of Impact
Level of Impact
• Brand
• Industry Level • Reputation
• Enterprise Level • Shareholders
• Directorate • Customers
• Function • Executives Reputation
• Leader/Executive • Regulation
• Competitors
Monitor Understand Plan Manage
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23. Monitor Understand Plan Manage

24. Monitor Understand Plan Manage
 Marketing & Sales
 Listen, Plan, Execute, Review
 Develop an Success Factor System
Level Description Result Action
Success Strategy &/or Campaign successful Increase in Sales Learn from success of strategy &/or campaign and re-use
Increase in Brand in future campaigns.
Reputation
Awareness
Communicate Positive Advocacy, med to low buzz, Move to success Revise communication based on understanding of
increase activity to capitalise on conversations, where customers and competitors are
positive advocacy engaging and develop plan to expand presence, &
increase activity.
Review, Campaign may be waning, Low activity, low If end of campaign – has it been successful, if ongoing
Adapt advocacy campaign, review and adapt using learning's.
Crisis Low levels of reactive activity to Risk of escalating Monitor - ready to implement 6 level response plan – see
specific issues next slide on CRISIS
 Develop Social Communication Plan
Identify key groups to engage with
Identify key communication tools
Identify and engage in “key conversations”
Listen & Respond
Review, revise and re-invigorate
Monitor Understand Plan Manage

25. Monitor Understand Plan Manage
 CRISIS
 Develop a business awareness and colleague education plan
 Develop an Issue Rating System
Level Description Risk Action
Severe Legal/Regulatory/ Legal/Regulatory Investigate, take action, may be legal in very severe
Confidential Information Leak cases
High High intensity of chatter with a Reputation, Brand, Evaluate probable impact on business area and take
significant viral impact (breadth of business, executive, action
spread AND/OR importance of target customers
audience)
Medium Medium levels of active Risk of escalating Monitor - ready to implement 6 level response plan
Low Low levels of reactive activity to Risk of escalating Monitor - ready to implement 6 level response plan
specific issues
 Develop Response Level Plan
Level 1 - Ignore issues which have minimal impact
Level 2 - Monitor Issues to identify changes in activity
Level 3 - Identify and engage in “key conversations”
Level 4 - Acknowledge understanding and outline remedial actions
Level 5 - Listen & Respond
Level 6 - Take Action
Monitor Understand Plan Manage

26. Monitor Understand Plan Manage

27. Manage - Examples
 Virgin Trains
 Commuter on stalled train uses twitter to vent about no air con and hot passengers
 Virgin Trains monitor twitter and pick up complaint
 Commuter asked which train and what is the next stop
 Virgin Trains offer
 all passengers in problem carriage free refreshments at next stop
 Refund for journey
 Passengers Placated
 Positive Experience – positive story told and repeated
Virgin empower their customer service teams to identify, respond to or escalate complaints
 Technology Vendor – David and Goliath
 19 year old employee leaks product price 24hrs early on their personal blog
 Vendor identifies employee and takes action against junior employee
 Blogosphere gets wind of story
 Blog swarm activates against vendor for bullying a naive junior employee
 Vendor backs down
Story dies down and goes away
Monitor Understand Plan Manage
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28. Social Media Guidelines - example
 Be aware that what you publish will live in the ether forever (or a very long time)
 Honesty, we ask you to be honest and provide factual information
 Please do not criticize clients, colleagues or business partners
 Please ensure the information you provide is factual
 Do not disclose company confidential information
 Please link to online references and original source materials directly
 We value your opinions and ask that you put these forward respectfully
 Please add value when creating a post or commenting on others posts
 Use your voice, please use your own voice when contributing, we understand that
new bloggers take a few posts to settle into their own style
 Please correct errors promptly
 Please respect others points of view
 Please reply to comments as promptly as possible
 Please ensure all links to external sources are valid
 Please identify yourself, relationship to “company/organisation” and area of expertise
Monitor Understand Plan Manage
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