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2009 11 04 Ie Online Reputation Rodrigo Miranda 2009 11 04 Ie Online Reputation Rodrigo Miranda Presentation Transcript

  • Online Reputation
    Rodrigo Miranda Beltrán
    Associate Professor Instituto de Empresa
    Wednesday, November 04, 2009
  • Rodrigo Miranda Beltrán
    Associate Professor Instituto de Empresa
    General Manager @ shackletondmo
    Partner @ nuubo, searchmedia, sintra
    Born in Chile, 35 YO, Married, 4 kids, Telecom Engineer, Executive MBA IESE, EO Member, Triatlon
    www.rodrigomiranda.es
    www.linkedin.com/in/rodrigomiranda
    www.facebook.com/rodrigo.a.miranda
    www.strands.com/rodro
    http://picasaweb.google.es/rodrigo.a.miranda
    www.lastfm.es/user/rodrigomirandab
    www.slideshare.net/rodrigo.a.miranda
  • Set Scope
    #1
    Are you ready to manage your
    company’s reputation?
    Answers? Thoughts? Ideas?
    Product
    Logo
    Brand
  • Set Scope
    Product
    Logo
    Brand
  • This is a Product
    Photo: http://www.flickr.com/photos/marcgutierrez/326716360/
  • This is a Logo
  • This is a Brand
    Photo: http://www.flickr.com/photos/jimsk/128131281/
  • “A brand is a person’s gut feeling about a product, service or organization.”
    – Marty Neumeier
  • #1
    “Interaction + Feelings = BRAND”
  • Set the Field
  • To Explore
    http://www.metacafe.com/watch/3019678/ken_donaldson_on_zappos_corporate_culture_customer_service/
    http://i.techrepublic.com.com/whitepapers/ZDNet-Zappos-SR.pdf
  • Set Scope
    #2
    What is Online Reputation?
    (offline) reputation and online reputation?
    should it be managed?
    should it be monitorized?
    who is in the middle? Brand? Customer? Communities?
    Product
    Logo
    Brand
  • Online Rep
    Online reputation is not about what you are but about how communities perceive you
    What communities are saying about you or what “they” don’t
    How your acts are perceived and interpreted
    How your messages are received / transformed / deformed / forwarded
  • Your Opinion – Your Participation
    #1
    Please list al least 4 attributes for your brand…
    http://www.flickr.com/photos/marcelgermain/2078076913/
  • OR means Interaction & Effort
    Campaign mentalities don’t translate if you aren’t truly involved in the daily interactions
    Sometimes your brand will be up, sometimes down. That’s life.
    Real relationships require effort, but also deliver meaningful rewards
  • OR means Measure your Effort
    How is all this engagement and direct interaction treating you?
    Is it all just buzz and chatter or is it driving the bottom line?
    Use a combination of data to determine your impact – analytics, social monitoring, email data, purchase data, etc.
  • Online Reputation means Participation
    At the end of the day if you do something right or wrong people will talk about you online…
    Are you going to be there participating?
  • #2
    “Reputation is not just marketing or message management…
    Is about Your organization, people, and processes are what customers experience everyday”
  • Set Scope
    #3
    Who are the stakeholders?
    Consumers?
    Employees?
    Business Partners?
    Investors?
    Product
    Logo
    Brand
  • ORM Stakeholders
    CONSUMERS
    EMPLOYEES
    BUSINESS PARTNERS
    INVESTORS
    ……….
    PERSONS
  • ORM Stakeholders: Consumers
    Consumers are seeking for more than products, they are looking for believable brands, services, values, commitment and corporate social responsibility
  • ORM Stakeholders: Employees
    Companies with the best reputation attract the best job applicants first
    An employee proud to work for his company is a good ambassador
    Disappointed employees are using Social Medias too !
  • ORM Stakeholders: Business Partners
    Investors prefer reputable partners
    Your own reputation impact your business partners...
    And your business partners’ reputation can affect you !
  • Example JustMeans
    www.justmeans.com/
    http://vimeo.com/6278289
  • #3
    “Transformation takes time, effort, and experimentation”
  • Set Scope
    #4
    Why should I care?
    Product
    Logo
    Brand
  • Why bother with Online Reputation?
    • Because you leave a footprint
    • Because “they” talk about you
    • Because “they” have an opinion…
    • Because “they” are not angels…
    • Because you have friends among “them”
  • Why bother with Online Reputation?
    • The average amount of time per day that UK people spend on Twitter.com has more than trebled from less than 10 minutes a year ago to half an hour now. [Source: Hitwise, January 2009]
    • In August 2008, 14.5m people in the U.K. visited at least one blog, representing 41% of the total U.K. Internet audience.[Source: comScore, Oct 2008]
    • By 2013, an estimated 52% of Internet users will be regular social network visitors. [Source: eMarketer, February 2009]
  • Corporate vs. Personal Motivation
    Sharing information
    Reconnecting with friends
    Watching others
    No real rules
    Fuel Individual Social Ego
    Customer Service
    Promotional Messages
    Shareholder Value
    Transparency
    Brand Rules
    Deliver business goals
  • Corporate Social Media Curve
  • #4 “In the real-time, hyper-connected world your reputation …
    is what other people say it is. 24/7!!!”
  • Set Scope
    #5
    Then... Online Reputation Management?
    Product
    Logo
    Brand
  • Online Reputation Management
    The process of engaging conversation with your customers, business partners or even employees to empower your brand image and values, to distinct yourself from competition, to activate “natural brand ambassadors” and to build your marketing strategy on emotion management.
  • Online Reputation Management
    The process of monitoring a brand online, knowing how to deal with any negativity and understanding how you can pro-actively protect your brand via conversation channels.
    http://en.wikipedia.org/wiki/Online_Reputation_Management
    http://www.sempo.org/learning_center/articles/ElixirSystemsOnlineRepMgmt.pdf
  • Your Opinion – Your Participation
    #2
    Please list al least 4 ACTIONS for your Social Engagement…
    http://www.flickr.com/photos/marcelgermain/2078076913/
  • http://darmano.typepad.com
  • U.S. Air Force
    It is a process or not?
  • Reputation Management Metrics
    • Awareness
    • Web Traffic
    • Web Traffic Referrals
    • Search Volume Trends1
    • Followers, Fans, Friends
    • Social Mentions
    • Share of Voice
  • Reputation Management Metrics
    • Sales
    • Web Traffic
    • Time Spent on Site
    • Bounce Rate
    • Repeat Visits
    • Content Acceptance Rate
    • Followers, Fans, Friends
    • Social Mentions & Share of Voice
    • Social Connectivity Within Sales Funnel
  • Reputation Management Metrics
    • Loyalty
    • Time Spent on Site
    • Repeat Visits
    • Content Acceptance Rate
    • Followers, Fans, Friends
    • Repeat Social Mentions
    • Share of Voice
    • Recommendations and Reviews
    • Social Connectivity Among Purchasers
    • Customer Service Metrics
    • Net Promoter Score
  • #5 What is the one rule of social communications?
    “Be human. And prepare to listen”
  • Set Scope
    #6
    How can I start with ORM?
    Product
    Logo
    Brand
  • 1st Listen / Learn
    Find out what people think about, care about, talk about
    Learn what you are doing right and wrong
    Discover new ideas
    Where are people talking?
    What do they think about you?
    Are there stories you didn’t know about?
  • 2nd Engage
    • Figure out what you have to add that brings value
    • Find the people internally who are passionate and let them connect
    • Embrace the chaos
    • Internalize feedback
    • Experiment & think integration
    • You aren’t IN control, but you still HAVE some control
  • 3rd Transform
    “… [social media is] about sellers, business partners, product development, customer support/service in a holistic fashion, it also brings in market intelligence and all elements of marketing and public relations”
    – Sandy Carter, VP Software Groups, IBM
  • #6 How to Start with ORM?
    “L . E . T. : Listen / Learn
    Engage
    Transform”
  • ORM Planning
  • Getting ORM into the business plan (1)
    • Improving stakeholder relationships – Customer Service
    • www.ideastorm.com
    • BakerTweet Box - Albion bakery and cafe in east London
    • Building on the brand values
    • Twitter
    • Follow Manchester airport on Twitter and receive live flight arrivals and departures info on demand reinforcing the “ easy and seamless customer first” value
    • User Generated Content
    • Crowd sourced reviews on domain i.e. Zappos shoes www.zappos.com
  • Getting ORM into the business plan (2)
    • Generating Revenue
    • www.biofind.com a forum with a proven ad revenue, sponsorship model
    • Widget advertising – eg blog ads
    • Cost saving
    • How much does it cost to do something now and can it be done cheaper via SM?
    • Drive traffic to a website using SM vs PPC for example
    • Fielding customer service enquiries at a blog rather than at call centre
    • Crowd sourced images used as your content via Flickr – www.chesterzoo.org
  • Your Opinion – Your Participation
    #3
    Is your team prepared to start with ORM?
    http://www.flickr.com/photos/marcelgermain/2078076913/
  • #6 PR Teams (past)?
    http://darmano.typepad.com
  • Teams With Overlapping Skills + Strengths
    http://darmano.typepad.com
  • Identifying the skills necessary
  • #6 OR Teams (future)?
    http://darmano.typepad.com
  • Set Scope
    #7
    So what’s the best way to listen?
    Product
    Logo
    Brand
  • Two ways to listen (1)
    • Option One: Do it yourself
    • Lots of free tools like Google alerts
    • But it’s time-consuming
    • You’ll need to pay someone to monitor the data
    • If you want to respond you need to speak the ‘language’
    • If you miss something, too bad
    • Great for small businesses without many conversations
    • Building on the brand values
  • Two ways to listen (2)
    • Option Two: A Professional Monitoring Tool
    • Costs around $2.000-$5.000 a month
    • No need to chase the data, it comes to you
    • You can see who is doing the talking
    • You can get advice on how to respond
    • You know you won’t miss anything because someone else is doing the watching
    • You can benchmark against your competitors and chart data
  • (Professional) way to listen
    Never miss a conversation
    Find Key Online Influencers
    Accurate Sentiment Analysis
    Monitor News Media
  • DNA Online Identity
  • Set Scope
    #8
    Some ORM Examples?
    Product
    Logo
    Brand
  • Jeff Jarvis sets off a firestorm against Dell Customer Service
  • The Idea Storm
  • Dell’s current community team driving >$3M in sales via direct interactions
  • Starbucks: Reaching out & getting new ideas
  • 1,833,502
    Unique Visitors/ mnth*
    *Compete.com data (avg. uniques to Sept 2009)
  • From Web Sites to Digital Experiences
    1
    3
    2
    Digital Brand Experience (2007)
  • Set Scope
    #9
    More food for thought...
    Product
    Logo
    Brand
  • Convincing the powers that be
    • Some names to follow for tips and opportunities
    • Brian Solis – (http://www.briansolis.com/)
    • Jeff Jarvis – (www.buzzmachine.com)
    • Richard Binhammer - Dell (http://richardatdell.blogspot.com/)
    • Michael Brito – Intel (www.britopian.com)
    • Chris Brogan – President of New Marketing Labs (www.chrisbrogan.com)
    • Jeremiah Owyang – Forrester (www.web-strategist.com)
    • Scott Monty – Head of social media at Ford. (www.scottmonty.com)
  • Convincing the powers that be
    • Websites
    • www.readwriteweb.com - 100% more influence than its closest rival for the key topic “social media”
    • www.mashable.com - Blog focused exclusively on Web 2.0 and Social Networking news
    • www.techcrunch.com - a network of technology focused sites offering a wide range of content and new media.
  • Credits (1)
    Thanks for sources and inspiration to
    • http://www.commoncraft.com/socialmedia
    • http://www.flickr.com/photos/newformula/1826204301/
    • http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/
    • http://www.mybottlesup.com/tsa-agents-took-my-son/
    • http://www.tsa.gov/blog/2009/10/response-to-tsa-agents-took-my-son.html
    • http://www.ideastorm.com/
    • http://www.ibm.com/blogs/zz/en/guidelines.html
    • http://blog.molson.com/community/
    • http://davejones.ca/blog/2009/10/24/lets-go-to-the-video-tape-bloggers-complaint-exposed-as-hype.html
    • http://mystarbucksidea.force.com/ideaHome
    • http://www.buzzmachine.com/archives/cat_dell.html
    • http://www.marketingprofs.com/marketing/online-seminars/224
    • http://www.youtube.com/watch?v=1CRs-7lRlPo
  • Credits (2)
    Thanks for sources and inspiration to
    • Tamera Kremer, Partner – Strategic Consulting, teehan+lax
    • David Armano, VP, Experience Design Critical Mass / criticalmass.com
    http://www.slideshare.net/perfectporridge/online-reputation-management-social-media-breakfast-msp-may-22-2009
    http://www.slideshare.net/OnlineMediaToday/reputation-management-2331780
    http://www.slideshare.net/AIM_Conference/online-brand-and-reputation-management-steve-taraborelli-udr-2009-aim-conference
    http://www.slideshare.net/inBlackandWhite/buzz-monitoring-2047266
    http://www.slideshare.net/TheSearchGuru/internet-brand-management-ethics
    http://www.slideshare.net/Fdhill/online-reputation-management-a-case-study
    And shackletondmo and opportunity friends
  • Thank You.
  • Rodrigo Miranda Beltrán
    Associate Professor Instituto de Empresa
    www.rodrigomiranda.es
    www.linkedin.com/in/rodrigomiranda
    www.facebook.com/rodrigo.a.miranda
    www.strands.com/rodro
    http://picasaweb.google.es/rodrigo.a.miranda
    www.lastfm.es/user/rodrigomirandab
    www.slideshare.net/rodrigo.a.miranda
  • Online Reputation
    Rodrigo Miranda Beltrán
    Associate Professor Instituto de Empresa
    Wednesday, November 04, 2009