Reputation management in a digital world
Presentation by
Ross Taylor, Group Digital Director
2
3
 Why bother with reputation management?
 Social media and reputation management?
 Where to start?
1. Be prepared
2. L...
4
“Lose money and I will
forgive you, but lose even
a shred of reputation and
I will be ruthless…. We
will not trade reput...
5
A 7 per cent increase in word of mouth advocacy
unlocks 1 per cent additional company growth.
A 2 per cent reduction in ...
6
 average consumer is worth $210
 average detractor costs the company $57
 average promoter generates $328
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What is social media?
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Potential rewards
Consumer Pull-Through to Campaign Website:
Hampton Court
Flower Show &
BBC Coverage
Twitter
Announcement...
Where to start?
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1. Prepare
2. Listen
3. Plan
4. Engage
5. Integrate
6. Measure
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1. Prepare
1. Be Prepared!
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EDIT PRESENTATION TITLE IN
HEADERS AND FOOTERS PANEL
(INSERT MENU)
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2. Listen….
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1. Company Name
2. Company URL
3. Products
4. Public Facing
Employees
5. Competing Products
6. Descriptions
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Avastin rejected by NICE
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 Listening – Motrin
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3. Plan ahead
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The results
• Soft launch so successful that full launch is still delayed
• Proven benefit in driving traffic and senti...
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Is it a conversation?
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Approach
1. Listen
– Tracking mentions and discussions
related to your brand, product,
competitors and ecosystem
– Unde...
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Dealing with adverse event reporting
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Copyright Creation Healthcare 2010
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Copyright Creation Healthcare 2010
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Copyright Creation Healthcare 2010
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Copyright Creation Healthcare 2010
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OPPORTUNITY
1
PLANNING
2
PROPOSITION
3
EXECUTE
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MEASUREANDEVOLVE
5
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. Engage
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iPhone4
 Apple stock lost $12 BILLION over 4 days!
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5. Integrate
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6. Analyse
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the iab framework
intent
awareness
appreciation
action
advocacy
benchmark
Establish intentions and
objectives in order ...
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The challenge
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 1. Understand the different audience profiles
 2. Listen and start to learn
 3. Develop a plan - that works for you...
Reputation management presentation for Pharmaceutical Industry
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Reputation management presentation for Pharmaceutical Industry

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Presented to Astellas on 30 Nov 2010, an overview of how reputation management can contribute to a positive business objective and is an essential part of a comprehensive social media strategy.

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  • Reputation management presentation for Pharmaceutical Industry

    1. 1. Reputation management in a digital world Presentation by Ross Taylor, Group Digital Director
    2. 2. 2
    3. 3. 3  Why bother with reputation management?  Social media and reputation management?  Where to start? 1. Be prepared 2. Listen 3. Plan ahead 4. Engage 5. Integrate 6. Monitor  Questions Agenda
    4. 4. 4 “Lose money and I will forgive you, but lose even a shred of reputation and I will be ruthless…. We will not trade reputation for money” Warren Buffet, 2009
    5. 5. 5 A 7 per cent increase in word of mouth advocacy unlocks 1 per cent additional company growth. A 2 per cent reduction in negative word of mouth boosts sales growth by 1 per cent. “The economics of buzz study” London School of Economics, 2005
    6. 6. 6  average consumer is worth $210  average detractor costs the company $57  average promoter generates $328
    7. 7. 7 What is social media?
    8. 8. 8
    9. 9. 9 EDIT PRESENTATION TITLE IN HEADERS AND FOOTERS PANEL (INSERT MENU)
    10. 10. 10
    11. 11. Potential rewards Consumer Pull-Through to Campaign Website: Hampton Court Flower Show & BBC Coverage Twitter Announcements with Dr Christian Jessen Tweets by Dr Christian Jessen Sunday Mirror Coverage Online Banner Ads Radio Interviews Roadshow Events
    12. 12. Where to start?
    13. 13. 13 1. Prepare 2. Listen 3. Plan 4. Engage 5. Integrate 6. Measure
    14. 14. 14 1. Prepare 1. Be Prepared!
    15. 15. 15
    16. 16. 16
    17. 17. 17 EDIT PRESENTATION TITLE IN HEADERS AND FOOTERS PANEL (INSERT MENU)
    18. 18. 18 EDIT PRESENTATION TITLE IN HEADERS AND FOOTERS PANEL (INSERT MENU)
    19. 19. 19 2. Listen….
    20. 20. 20
    21. 21. 21 1. Company Name 2. Company URL 3. Products 4. Public Facing Employees 5. Competing Products 6. Descriptions
    22. 22. 22
    23. 23. 23 Avastin rejected by NICE
    24. 24. 24  Listening – Motrin
    25. 25. 25
    26. 26. 26
    27. 27. 27
    28. 28. 28
    29. 29. 29
    30. 30. 30
    31. 31. 31
    32. 32. 32 3. Plan ahead
    33. 33. 33 The results • Soft launch so successful that full launch is still delayed • Proven benefit in driving traffic and sentiment 33
    34. 34. 34 34
    35. 35. 35 35
    36. 36. 36
    37. 37. 37 Is it a conversation?
    38. 38. 38 38
    39. 39. 39 39
    40. 40. 40 Approach 1. Listen – Tracking mentions and discussions related to your brand, product, competitors and ecosystem – Understanding the relevance, importance and influence of the conversation – Developing insights about the market – Evaluating impact of social activity – Customer insights 3. Share – Sharing stuff with your audience (news, offers, updates, previews) – Developing content specifically to share and allowing your audience to share it too – Brand and marketing communications 2. Respond – Identifies the types of response required from customer enquiries to engaging in conversations – Develop framework to manage responses – Who responds and what they should say – Where we should be – Customer service and support channel 4. Lead – Allows you to lead a group of highly engaged advocates and develop your business with them – Requires more of a cultural commitment than previous stages as you need to be open to the possibility of ceding control to consumers – Innovation and strategy
    41. 41. 41 41
    42. 42. 42 Dealing with adverse event reporting
    43. 43. 43 Copyright Creation Healthcare 2010
    44. 44. 44 Copyright Creation Healthcare 2010
    45. 45. 45 Copyright Creation Healthcare 2010
    46. 46. 46 Copyright Creation Healthcare 2010
    47. 47. 47 OPPORTUNITY 1 PLANNING 2 PROPOSITION 3 EXECUTE 4 MEASUREANDEVOLVE 5
    48. 48. 48
    49. 49. 49
    50. 50. 50
    51. 51. 51
    52. 52. 52
    53. 53. 53
    54. 54. 54 . Engage
    55. 55. 55
    56. 56. 56
    57. 57. 57
    58. 58. 58
    59. 59. 59
    60. 60. 60
    61. 61. 61
    62. 62. 62 EDIT PRESENTATION TITLE IN HEADERS AND FOOTERS PANEL (INSERT MENU)
    63. 63. 63
    64. 64. 64
    65. 65. 65
    66. 66. 67 iPhone4  Apple stock lost $12 BILLION over 4 days!
    67. 67. 68 5. Integrate
    68. 68. 69
    69. 69. 70
    70. 70. 71
    71. 71. 72
    72. 72. 73
    73. 73. 74
    74. 74. 75 6. Analyse
    75. 75. 76 the iab framework intent awareness appreciation action advocacy benchmark Establish intentions and objectives in order to define which KPIs are most pertinent Define core KPI metrics by social media platform (soft metrics & hard financials) Compare benchmarks with other SM activity, channels, industry averages
    76. 76. 77 The challenge
    77. 77. 78  1. Understand the different audience profiles  2. Listen and start to learn  3. Develop a plan - that works for you  4. Engage – in a way that works for the audience  5. Integrate into your ongoing communication plans  6. Measure and analyse impact and success Challenge for Atellas
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