Online ReputationRodrigo Miranda BeltránAssociate Professor Instituto de EmpresaWednesday, November 04, 2009

Rodrigo Miranda BeltránAssociate Professor Instituto de EmpresaGeneral Manager @ shackletondmoPartner @ nuubo, searchmedia, sintraBorn in Chile, 35 YO, Married, 4 kids, Telecom Engineer, Executive MBA IESE, EO Member, Triatlonwww.rodrigomiranda.eswww.linkedin.com/in/rodrigomiranda www.facebook.com/rodrigo.a.miranda www.strands.com/rodrohttp://picasaweb.google.es/rodrigo.a.mirandawww.lastfm.es/user/rodrigomirandabwww.slideshare.net/rodrigo.a.miranda

Set Scope#1Are you ready to manage your company’s reputation?Answers? Thoughts? Ideas?ProductLogoBrand

Set ScopeProductLogoBrand

This is a ProductPhoto: http://www.flickr.com/photos/marcgutierrez/326716360/

This is a Logo

This is a BrandPhoto: 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 Explorehttp://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#2What is Online Reputation?(offline) reputation and online reputation?should it be managed?should it be monitorized?who is in the middle? Brand? Customer? Communities?ProductLogoBrand

Online RepOnline reputation is not about what you are but about how communities perceive youWhat communities are saying about you or what “they” don’tHow your acts are perceived and interpretedHow your messages are received / transformed / deformed / forwarded

Your Opinion – Your Participation#1Please list al least 4 attributes for your brand…http://www.flickr.com/photos/marcelgermain/2078076913/

OR means Interaction & EffortCampaign mentalities don’t translate if you aren’t truly involved in the daily interactionsSometimes your brand will be up, sometimes down. That’s life. Real relationships require effort, but also deliver meaningful rewards

OR means Measure your EffortHow 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 ParticipationAt 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#3Who are the stakeholders?Consumers?Employees?Business Partners?Investors?ProductLogoBrand

ORM StakeholdersCONSUMERSEMPLOYEESBUSINESS PARTNERSINVESTORS……….PERSONS

ORM Stakeholders: ConsumersConsumers are seeking for more than products, they are looking for believable brands, services, values, commitment and corporate social responsibility

ORM Stakeholders: EmployeesCompanies with the best reputation attract the best job applicants firstAn employee proud to work for his company is a good ambassadorDisappointed employees are using Social Medias too !

ORM Stakeholders: Business PartnersInvestors prefer reputable partnersYour own reputation impact your business partners...And your business partners’ reputation can affect you !

Example JustMeanswww.justmeans.com/http://vimeo.com/6278289

#3“Transformation takes time, effort, and experimentation”

Set Scope#4Why should I care?ProductLogoBrand

Why bother with Online Reputation?Because you leave a footprintBecause “they” talk about you Because “they” have an opinion…Because “they” are not angels…Because you have friends among “them”

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]

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 MotivationSharing informationReconnecting with friendsWatching othersNo real rulesFuel Individual Social EgoCustomer ServicePromotional MessagesShareholder ValueTransparencyBrand RulesDeliver 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#5Then... Online Reputation Management?ProductLogoBrand

Online Reputation ManagementThe 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 ManagementThe 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_Managementhttp://www.sempo.org/learning_center/articles/ElixirSystemsOnlineRepMgmt.pdf

Your Opinion – Your Participation#2Please list al least 4 ACTIONS for your Social Engagement…http://www.flickr.com/photos/marcelgermain/2078076913/

http://darmano.typepad.com

U.S. Air ForceIt is a process or not?

Reputation Management MetricsAwarenessWeb TrafficWeb Traffic ReferralsSearch Volume Trends1Followers, Fans, FriendsSocial MentionsShare of Voice

Awareness

Web Traffic

Web Traffic Referrals

Search Volume Trends1

Followers, Fans, Friends

Social Mentions

Share of Voice

Reputation Management MetricsSalesWeb TrafficTime Spent on SiteBounce RateRepeat VisitsContent Acceptance RateFollowers, Fans, FriendsSocial Mentions & Share of VoiceSocial Connectivity Within Sales Funnel

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 MetricsLoyaltyTime Spent on SiteRepeat VisitsContent Acceptance RateFollowers, Fans, FriendsRepeat Social MentionsShare of VoiceRecommendations and ReviewsSocial Connectivity Among PurchasersCustomer Service MetricsNet Promoter Score

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#6How can I start with ORM?ProductLogoBrand

1st Listen / LearnFind out what people think about, care about, talk aboutLearn what you are doing right and wrongDiscover new ideasWhere are people talking?What do they think about you? Are there stories you didn’t know about?

2nd EngageFigure out what you have to add that brings valueFind the people internally who are passionate and let them connectEmbrace the chaosInternalize feedbackExperiment & think integrationYou aren’t IN control, but you still HAVE some control

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 / LearnEngageTransform”

ORM Planning

Getting ORM into the business plan (1)Improving stakeholder relationships – Customer Servicewww.ideastorm.comBakerTweet Box - Albion bakery and cafe in east LondonBuilding on the brand valuesTwitterFollow Manchester airport on Twitter and receive live flight arrivals and departures info on demand reinforcing the “ easy and seamless customer first” valueUser Generated ContentCrowd sourced reviews on domain i.e. Zappos shoes www.zappos.com

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 Revenuewww.biofind.com a forum with a proven ad revenue, sponsorship modelWidget advertising – eg blog adsCost 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 exampleFielding customer service enquiries at a blog rather than at call centreCrowd sourced images used as your content via Flickr – www.chesterzoo.org

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#3Is 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 + Strengthshttp://darmano.typepad.com

Identifying the skills necessary

#6 OR Teams (future)?http://darmano.typepad.com

Set Scope#7So what’s the best way to listen?ProductLogoBrand

Two ways to listen (1)Option One: Do it yourselfLots of free tools like Google alertsBut it’s time-consumingYou’ll need to pay someone to monitor the dataIf you want to respond you need to speak the ‘language’If you miss something, too badGreat for small businesses without many conversationsBuilding on the brand values

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 ToolCosts around $2.000-$5.000 a monthNo need to chase the data, it comes to youYou can see who is doing the talkingYou can get advice on how to respondYou know you won’t miss anything because someone else is doing the watchingYou can benchmark against your competitors and chart data

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 conversationFind Key Online InfluencersAccurate Sentiment AnalysisMonitor News Media

DNA Online Identity

Set Scope#8Some ORM Examples?ProductLogoBrand

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

1,833,502Unique Visitors/ mnth**Compete.com data (avg. uniques to Sept 2009)

From Web Sites to Digital Experiences132Digital Brand Experience (2007)

Set Scope#9More food for thought...ProductLogoBrand

Convincing the powers that beSome names to follow for tips and opportunitiesBrian 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)

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 beWebsiteswww.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 newswww.techcrunch.com - a network of technology focused sites offering a wide range of content and new media.

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 tohttp://www.commoncraft.com/socialmediahttp://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.htmlhttp://www.ideastorm.com/http://www.ibm.com/blogs/zz/en/guidelines.htmlhttp://blog.molson.com/community/http://davejones.ca/blog/2009/10/24/lets-go-to-the-video-tape-bloggers-complaint-exposed-as-hype.htmlhttp://mystarbucksidea.force.com/ideaHomehttp://www.buzzmachine.com/archives/cat_dell.htmlhttp://www.marketingprofs.com/marketing/online-seminars/224http://www.youtube.com/watch?v=1CRs-7lRlPo

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 toTamera Kremer, Partner – Strategic Consulting, teehan+laxDavid Armano, VP, Experience Design Critical Mass / criticalmass.comhttp://www.slideshare.net/perfectporridge/online-reputation-management-social-media-breakfast-msp-may-22-2009http://www.slideshare.net/OnlineMediaToday/reputation-management-2331780http://www.slideshare.net/AIM_Conference/online-brand-and-reputation-management-steve-taraborelli-udr-2009-aim-conferencehttp://www.slideshare.net/inBlackandWhite/buzz-monitoring-2047266http://www.slideshare.net/TheSearchGuru/internet-brand-management-ethicshttp://www.slideshare.net/Fdhill/online-reputation-management-a-case-studyAnd shackletondmo and opportunity friends

Tamera Kremer, Partner – Strategic Consulting, teehan+lax

David Armano, VP, Experience Design Critical Mass / criticalmass.com

Thank You.

Rodrigo Miranda BeltránAssociate Professor Instituto de Empresawww.rodrigomiranda.eswww.linkedin.com/in/rodrigomiranda www.facebook.com/rodrigo.a.miranda www.strands.com/rodrohttp://picasaweb.google.es/rodrigo.a.mirandawww.lastfm.es/user/rodrigomirandabwww.slideshare.net/rodrigo.a.miranda

Online ReputationRodrigo Miranda BeltránAssociate Professor Instituto de EmpresaWednesday, November 04, 2009