Online Reputation<br />Rodrigo Miranda Beltrán<br />Associate Professor Instituto de Empresa<br />Wednesday, November 04, ...
Rodrigo Miranda Beltrán<br />Associate Professor Instituto de Empresa<br />General Manager @ shackletondmo<br />Partner @ ...
Set Scope<br />#1<br />Are you ready to manage your <br />company’s reputation?<br />Answers? Thoughts? Ideas?<br />Produc...
Set Scope<br />Product<br />Logo<br />Brand<br />
This is a Product<br />Photo: http://www.flickr.com/photos/marcgutierrez/326716360/<br />
This is a Logo<br />
This is a Brand<br />Photo: http://www.flickr.com/photos/jimsk/128131281/<br />
“A brand is a person’s gut feeling about a product, service or organization.”<br />– Marty Neumeier<br />
#1<br />“Interaction + Feelings = BRAND”<br />
Set the Field<br />
To Explore<br />http://www.metacafe.com/watch/3019678/ken_donaldson_on_zappos_corporate_culture_customer_service/<br />htt...
Set Scope<br />#2<br />What is Online Reputation?<br />(offline) reputation and online reputation?<br />should it be manag...
Online Rep<br />Online reputation is not about what you are but about how communities perceive you<br />What communities a...
Your Opinion – Your Participation<br />#1<br />Please list al least 4 attributes for your brand…<br />http://www.flickr.co...
OR means Interaction & Effort<br />Campaign mentalities don’t translate if you aren’t truly involved in the daily interact...
OR means Measure your Effort<br />How is all this engagement and direct interaction treating you?<br />Is it all just buzz...
Online Reputation means Participation<br />At the end of the day if you do something right or wrong people will talk about...
#2<br />“Reputation is not just marketing or message management…<br />Is about Your organization, people, and processes ar...
Set Scope<br />#3<br />Who are the stakeholders?<br />Consumers?<br />Employees?<br />Business Partners?<br />Investors?<b...
ORM Stakeholders<br />CONSUMERS<br />EMPLOYEES<br />BUSINESS PARTNERS<br />INVESTORS<br />……….<br />PERSONS<br />
ORM Stakeholders: Consumers<br />Consumers are seeking for more than products, they are looking for believable brands, ser...
ORM Stakeholders: Employees<br />Companies with the best reputation attract the best job applicants first<br />An employee...
ORM Stakeholders: Business Partners<br />Investors prefer reputable partners<br />Your own reputation impact your business...
Example JustMeans<br />www.justmeans.com/<br />http://vimeo.com/6278289<br />
#3<br />“Transformation takes time, effort, and experimentation”<br />
Set Scope<br />#4<br />Why should I care?<br />Product<br />Logo<br />Brand<br />
Why bother with Online Reputation?<br /><ul><li>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”</li></li></ul><li>Why bother with Online Reputation?<br /><ul><li>The average amount...
In August 2008, 14.5m people in the U.K. visited at least one blog, representing 41% of the total U.K. Internet audience.[...
By 2013, an estimated 52% of Internet users will be regular social network visitors. [Source: eMarketer, February 2009] </...
Corporate vs. Personal Motivation<br />Sharing information<br />Reconnecting with friends<br />Watching others<br />No rea...
Corporate Social Media Curve<br />
#4 “In the real-time, hyper-connected world your reputation …<br />is what other people say it is. 24/7!!!”<br />
Set Scope<br />#5<br />Then... Online Reputation Management?<br />Product<br />Logo<br />Brand<br />
Online Reputation Management<br />The process of engaging conversation with your customers, business partners or even empl...
Online Reputation Management<br />The process of monitoring a brand online, knowing how to deal with any negativity and un...
Your Opinion – Your Participation<br />#2<br />Please list al least 4 ACTIONS for your Social Engagement…<br />http://www....
http://darmano.typepad.com<br />
U.S. Air Force<br />It is a process or not?<br />
Reputation Management Metrics<br /><ul><li>Awareness
Web Traffic
Web Traffic Referrals
Search Volume Trends1
Followers, Fans, Friends
Social Mentions
Share of Voice</li></li></ul><li>Reputation Management Metrics<br /><ul><li>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</li></li></ul><li>Reputation Management Metrics<br /><ul><li>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</li></li></ul><li>#5 What is the one rule of social communications?<br />“Be human. And prepare to list...
Set Scope<br />#6<br />How can I start with ORM?<br />Product<br />Logo<br />Brand<br />
1st Listen / Learn<br />Find out what people think about, care about, talk about<br />Learn what you are doing right and w...
2nd Engage<br /><ul><li>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</li></li></ul><li>3rd Transform<br /> “… [social media is] about se...
#6 How to Start with ORM?<br />“L . E . T. : Listen / Learn<br />Engage<br />Transform”<br />
ORM Planning<br />
Getting ORM into the business plan (1)<br /><ul><li>Improving stakeholder relationships – Customer Service
www.ideastorm.com
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2009 11 04 Ie Online Reputation Rodrigo Miranda

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Transcript of "2009 11 04 Ie Online Reputation Rodrigo Miranda"

  1. 1. Online Reputation<br />Rodrigo Miranda Beltrán<br />Associate Professor Instituto de Empresa<br />Wednesday, November 04, 2009<br />
  2. 2. Rodrigo Miranda Beltrán<br />Associate Professor Instituto de Empresa<br />General Manager @ shackletondmo<br />Partner @ nuubo, searchmedia, sintra<br />Born in Chile, 35 YO, Married, 4 kids, Telecom Engineer, Executive MBA IESE, EO Member, Triatlon<br />www.rodrigomiranda.es<br />www.linkedin.com/in/rodrigomiranda <br />www.facebook.com/rodrigo.a.miranda <br />www.strands.com/rodro<br />http://picasaweb.google.es/rodrigo.a.miranda<br />www.lastfm.es/user/rodrigomirandab<br />www.slideshare.net/rodrigo.a.miranda<br />
  3. 3.
  4. 4. Set Scope<br />#1<br />Are you ready to manage your <br />company’s reputation?<br />Answers? Thoughts? Ideas?<br />Product<br />Logo<br />Brand<br />
  5. 5. Set Scope<br />Product<br />Logo<br />Brand<br />
  6. 6. This is a Product<br />Photo: http://www.flickr.com/photos/marcgutierrez/326716360/<br />
  7. 7. This is a Logo<br />
  8. 8. This is a Brand<br />Photo: http://www.flickr.com/photos/jimsk/128131281/<br />
  9. 9. “A brand is a person’s gut feeling about a product, service or organization.”<br />– Marty Neumeier<br />
  10. 10. #1<br />“Interaction + Feelings = BRAND”<br />
  11. 11. Set the Field<br />
  12. 12. To Explore<br />http://www.metacafe.com/watch/3019678/ken_donaldson_on_zappos_corporate_culture_customer_service/<br />http://i.techrepublic.com.com/whitepapers/ZDNet-Zappos-SR.pdf<br />
  13. 13. Set Scope<br />#2<br />What is Online Reputation?<br />(offline) reputation and online reputation?<br />should it be managed?<br />should it be monitorized?<br />who is in the middle? Brand? Customer? Communities?<br />Product<br />Logo<br />Brand<br />
  14. 14. Online Rep<br />Online reputation is not about what you are but about how communities perceive you<br />What communities are saying about you or what “they” don’t<br />How your acts are perceived and interpreted<br />How your messages are received / transformed / deformed / forwarded<br />
  15. 15. Your Opinion – Your Participation<br />#1<br />Please list al least 4 attributes for your brand…<br />http://www.flickr.com/photos/marcelgermain/2078076913/<br />
  16. 16.
  17. 17. OR means Interaction & Effort<br />Campaign mentalities don’t translate if you aren’t truly involved in the daily interactions<br />Sometimes your brand will be up, sometimes down. That’s life. <br />Real relationships require effort, but also deliver meaningful rewards<br />
  18. 18. OR means Measure your Effort<br />How is all this engagement and direct interaction treating you?<br />Is it all just buzz and chatter or is it driving the bottom line?<br />Use a combination of data to determine your impact – analytics, social monitoring, email data, purchase data, etc.<br />
  19. 19. Online Reputation means Participation<br />At the end of the day if you do something right or wrong people will talk about you online… <br />Are you going to be there participating?<br />
  20. 20. #2<br />“Reputation is not just marketing or message management…<br />Is about Your organization, people, and processes are what customers experience everyday”<br />
  21. 21. Set Scope<br />#3<br />Who are the stakeholders?<br />Consumers?<br />Employees?<br />Business Partners?<br />Investors?<br />Product<br />Logo<br />Brand<br />
  22. 22. ORM Stakeholders<br />CONSUMERS<br />EMPLOYEES<br />BUSINESS PARTNERS<br />INVESTORS<br />……….<br />PERSONS<br />
  23. 23. ORM Stakeholders: Consumers<br />Consumers are seeking for more than products, they are looking for believable brands, services, values, commitment and corporate social responsibility<br />
  24. 24. ORM Stakeholders: Employees<br />Companies with the best reputation attract the best job applicants first<br />An employee proud to work for his company is a good ambassador<br />Disappointed employees are using Social Medias too !<br />
  25. 25. ORM Stakeholders: Business Partners<br />Investors prefer reputable partners<br />Your own reputation impact your business partners...<br />And your business partners’ reputation can affect you !<br />
  26. 26. Example JustMeans<br />www.justmeans.com/<br />http://vimeo.com/6278289<br />
  27. 27.
  28. 28.
  29. 29. #3<br />“Transformation takes time, effort, and experimentation”<br />
  30. 30. Set Scope<br />#4<br />Why should I care?<br />Product<br />Logo<br />Brand<br />
  31. 31. Why bother with Online Reputation?<br /><ul><li>Because you leave a footprint
  32. 32. Because “they” talk about you
  33. 33. Because “they” have an opinion…
  34. 34. Because “they” are not angels…
  35. 35. Because you have friends among “them”</li></li></ul><li>Why bother with Online Reputation?<br /><ul><li>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]
  36. 36. 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]
  37. 37. By 2013, an estimated 52% of Internet users will be regular social network visitors. [Source: eMarketer, February 2009] </li></li></ul><li>
  38. 38. Corporate vs. Personal Motivation<br />Sharing information<br />Reconnecting with friends<br />Watching others<br />No real rules<br />Fuel Individual Social Ego<br />Customer Service<br />Promotional Messages<br />Shareholder Value<br />Transparency<br />Brand Rules<br />Deliver business goals<br />
  39. 39. Corporate Social Media Curve<br />
  40. 40. #4 “In the real-time, hyper-connected world your reputation …<br />is what other people say it is. 24/7!!!”<br />
  41. 41. Set Scope<br />#5<br />Then... Online Reputation Management?<br />Product<br />Logo<br />Brand<br />
  42. 42. Online Reputation Management<br />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.<br />
  43. 43. Online Reputation Management<br />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.<br />http://en.wikipedia.org/wiki/Online_Reputation_Management<br />http://www.sempo.org/learning_center/articles/ElixirSystemsOnlineRepMgmt.pdf<br />
  44. 44.
  45. 45. Your Opinion – Your Participation<br />#2<br />Please list al least 4 ACTIONS for your Social Engagement…<br />http://www.flickr.com/photos/marcelgermain/2078076913/<br />
  46. 46. http://darmano.typepad.com<br />
  47. 47.
  48. 48. U.S. Air Force<br />It is a process or not?<br />
  49. 49. Reputation Management Metrics<br /><ul><li>Awareness
  50. 50. Web Traffic
  51. 51. Web Traffic Referrals
  52. 52. Search Volume Trends1
  53. 53. Followers, Fans, Friends
  54. 54. Social Mentions
  55. 55. Share of Voice</li></li></ul><li>Reputation Management Metrics<br /><ul><li>Sales
  56. 56. Web Traffic
  57. 57. Time Spent on Site
  58. 58. Bounce Rate
  59. 59. Repeat Visits
  60. 60. Content Acceptance Rate
  61. 61. Followers, Fans, Friends
  62. 62. Social Mentions & Share of Voice
  63. 63. Social Connectivity Within Sales Funnel</li></li></ul><li>Reputation Management Metrics<br /><ul><li>Loyalty
  64. 64. Time Spent on Site
  65. 65. Repeat Visits
  66. 66. Content Acceptance Rate
  67. 67. Followers, Fans, Friends
  68. 68. Repeat Social Mentions
  69. 69. Share of Voice
  70. 70. Recommendations and Reviews
  71. 71. Social Connectivity Among Purchasers
  72. 72. Customer Service Metrics
  73. 73. Net Promoter Score</li></li></ul><li>#5 What is the one rule of social communications?<br />“Be human. And prepare to listen”<br />
  74. 74. Set Scope<br />#6<br />How can I start with ORM?<br />Product<br />Logo<br />Brand<br />
  75. 75. 1st Listen / Learn<br />Find out what people think about, care about, talk about<br />Learn what you are doing right and wrong<br />Discover new ideas<br />Where are people talking?<br />What do they think about you? <br />Are there stories you didn’t know about?<br />
  76. 76. 2nd Engage<br /><ul><li>Figure out what you have to add that brings value
  77. 77. Find the people internally who are passionate and let them connect
  78. 78. Embrace the chaos
  79. 79. Internalize feedback
  80. 80. Experiment & think integration
  81. 81. You aren’t IN control, but you still HAVE some control</li></li></ul><li>3rd Transform<br /> “… [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” <br /> – Sandy Carter, VP Software Groups, IBM<br />
  82. 82.
  83. 83. #6 How to Start with ORM?<br />“L . E . T. : Listen / Learn<br />Engage<br />Transform”<br />
  84. 84. ORM Planning<br />
  85. 85. Getting ORM into the business plan (1)<br /><ul><li>Improving stakeholder relationships – Customer Service
  86. 86. www.ideastorm.com
  87. 87. BakerTweet Box - Albion bakery and cafe in east London
  88. 88. Building on the brand values
  89. 89. Twitter
  90. 90. Follow Manchester airport on Twitter and receive live flight arrivals and departures info on demand reinforcing the “ easy and seamless customer first” value
  91. 91. User Generated Content
  92. 92. Crowd sourced reviews on domain i.e. Zappos shoes www.zappos.com</li></li></ul><li>Getting ORM into the business plan (2)<br /><ul><li>Generating Revenue
  93. 93. www.biofind.com a forum with a proven ad revenue, sponsorship model
  94. 94. Widget advertising – eg blog ads
  95. 95. Cost saving
  96. 96. How much does it cost to do something now and can it be done cheaper via SM?
  97. 97. Drive traffic to a website using SM vs PPC for example
  98. 98. Fielding customer service enquiries at a blog rather than at call centre
  99. 99. Crowd sourced images used as your content via Flickr – www.chesterzoo.org</li></li></ul><li>Your Opinion – Your Participation<br />#3<br />Is your team prepared to start with ORM?<br />http://www.flickr.com/photos/marcelgermain/2078076913/<br />
  100. 100. #6 PR Teams (past)?<br />http://darmano.typepad.com<br />
  101. 101. Teams With Overlapping Skills + Strengths<br />http://darmano.typepad.com<br />
  102. 102. Identifying the skills necessary<br />
  103. 103. #6 OR Teams (future)?<br />http://darmano.typepad.com<br />
  104. 104.
  105. 105. Set Scope<br />#7<br />So what’s the best way to listen?<br />Product<br />Logo<br />Brand<br />
  106. 106. Two ways to listen (1)<br /><ul><li>Option One: Do it yourself
  107. 107. Lots of free tools like Google alerts
  108. 108. But it’s time-consuming
  109. 109. You’ll need to pay someone to monitor the data
  110. 110. If you want to respond you need to speak the ‘language’
  111. 111. If you miss something, too bad
  112. 112. Great for small businesses without many conversations
  113. 113. Building on the brand values</li></li></ul><li>Two ways to listen (2)<br /><ul><li>Option Two: A Professional Monitoring Tool
  114. 114. Costs around $2.000-$5.000 a month
  115. 115. No need to chase the data, it comes to you
  116. 116. You can see who is doing the talking
  117. 117. You can get advice on how to respond
  118. 118. You know you won’t miss anything because someone else is doing the watching
  119. 119. You can benchmark against your competitors and chart data</li></li></ul><li>(Professional) way to listen <br />Never miss a conversation<br />Find Key Online Influencers<br />Accurate Sentiment Analysis<br />Monitor News Media<br />
  120. 120. DNA Online Identity<br />
  121. 121.
  122. 122.
  123. 123.
  124. 124. Set Scope<br />#8<br />Some ORM Examples?<br />Product<br />Logo<br />Brand<br />
  125. 125.
  126. 126. Jeff Jarvis sets off a firestorm against Dell Customer Service<br />
  127. 127. The Idea Storm<br />
  128. 128. Dell’s current community team driving &gt;$3M in sales via direct interactions<br />
  129. 129. Starbucks: Reaching out & getting new ideas <br />
  130. 130. 1,833,502<br />Unique Visitors/ mnth*<br />*Compete.com data (avg. uniques to Sept 2009)<br />
  131. 131. From Web Sites to Digital Experiences<br />1<br />3<br />2<br />Digital Brand Experience (2007)<br />
  132. 132. Set Scope<br />#9<br />More food for thought...<br />Product<br />Logo<br />Brand<br />
  133. 133. Convincing the powers that be<br /><ul><li>Some names to follow for tips and opportunities
  134. 134. Brian Solis – (http://www.briansolis.com/)
  135. 135. Jeff Jarvis – (www.buzzmachine.com)
  136. 136. Richard Binhammer - Dell (http://richardatdell.blogspot.com/)
  137. 137. Michael Brito – Intel (www.britopian.com)
  138. 138. Chris Brogan – President of New Marketing Labs (www.chrisbrogan.com)
  139. 139. Jeremiah Owyang – Forrester (www.web-strategist.com)
  140. 140. Scott Monty – Head of social media at Ford. (www.scottmonty.com)</li></li></ul><li>Convincing the powers that be<br /><ul><li>Websites
  141. 141. www.readwriteweb.com - 100% more influence than its closest rival for the key topic “social media”
  142. 142. www.mashable.com - Blog focused exclusively on Web 2.0 and Social Networking news
  143. 143. www.techcrunch.com - a network of technology focused sites offering a wide range of content and new media.</li></li></ul><li>Credits (1)<br />Thanks for sources and inspiration to<br /><ul><li>http://www.commoncraft.com/socialmedia
  144. 144. http://www.flickr.com/photos/newformula/1826204301/
  145. 145. http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/
  146. 146. http://www.mybottlesup.com/tsa-agents-took-my-son/
  147. 147. http://www.tsa.gov/blog/2009/10/response-to-tsa-agents-took-my-son.html
  148. 148. http://www.ideastorm.com/
  149. 149. http://www.ibm.com/blogs/zz/en/guidelines.html
  150. 150. http://blog.molson.com/community/
  151. 151. http://davejones.ca/blog/2009/10/24/lets-go-to-the-video-tape-bloggers-complaint-exposed-as-hype.html
  152. 152. http://mystarbucksidea.force.com/ideaHome
  153. 153. http://www.buzzmachine.com/archives/cat_dell.html
  154. 154. http://www.marketingprofs.com/marketing/online-seminars/224
  155. 155. http://www.youtube.com/watch?v=1CRs-7lRlPo</li></li></ul><li>Credits (2)<br />Thanks for sources and inspiration to<br /><ul><li>Tamera Kremer, Partner – Strategic Consulting, teehan+lax
  156. 156. David Armano, VP, Experience Design Critical Mass / criticalmass.com</li></ul>http://www.slideshare.net/perfectporridge/online-reputation-management-social-media-breakfast-msp-may-22-2009<br />http://www.slideshare.net/OnlineMediaToday/reputation-management-2331780<br />http://www.slideshare.net/AIM_Conference/online-brand-and-reputation-management-steve-taraborelli-udr-2009-aim-conference<br />http://www.slideshare.net/inBlackandWhite/buzz-monitoring-2047266<br />http://www.slideshare.net/TheSearchGuru/internet-brand-management-ethics<br />http://www.slideshare.net/Fdhill/online-reputation-management-a-case-study<br />And shackletondmo and opportunity friends<br />
  157. 157.
  158. 158. Thank You.<br />
  159. 159. Rodrigo Miranda Beltrán<br />Associate Professor Instituto de Empresa<br />www.rodrigomiranda.es<br />www.linkedin.com/in/rodrigomiranda <br />www.facebook.com/rodrigo.a.miranda <br />www.strands.com/rodro<br />http://picasaweb.google.es/rodrigo.a.miranda<br />www.lastfm.es/user/rodrigomirandab<br />www.slideshare.net/rodrigo.a.miranda<br />
  160. 160. Online Reputation<br />Rodrigo Miranda Beltrán<br />Associate Professor Instituto de Empresa<br />Wednesday, November 04, 2009<br />

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