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Mesh 08: Reputation Monitoring Ladner
 

Mesh 08: Reputation Monitoring Ladner

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Sam Ladner's presentation on reputation monitoring and management at MESH08 Toronto.

Sam Ladner's presentation on reputation monitoring and management at MESH08 Toronto.

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    Mesh 08: Reputation Monitoring Ladner Mesh 08: Reputation Monitoring Ladner Presentation Transcript

    • Reputation management and monitoring Sam Ladner, PhD MESH 2008
    • What is a “reputation?”
    • The Looking Glass Self
    • I wonder if she likes my 1. We imagine how we outfit. appear to others.
    • That’s a really great tie. She 2. We imagine how thinks I’m shallow. others judge that appearance.
    • Oh you think so? I didn’t even look when I put it 3. We react to that on. imagined judgment.
    • What the…? This is no way to manage a reputation.
    • The Online Self
    • 1. Hidden Online sources lack contextual cues we take for granted in the off-line world. The New Yorker The digitization of word-of-mouth: Promise and challenges of online reputation systems C Dellarocas - Management Science, 2003
    • !!!!! !? ?? $$ !!?$ 2. Digital !!$ Online interactions are easily broken down, re-arranged, “mashed up” and aggregated.
    • 3. Proliferating a. 48% of North Americans participate in social computing b. 30% of Americans of have posted online ratings c. But! The average Canadian spent 35% more minutes talking on the phone on 2003 than in 1997 Forrester Research; Statistics Canada
    • “Measurement is...the assignment of numerals to things as to represent facts.” S. S. Stevens. 1946. “On the Theory of Scales of Measurement.” Science. Vol 103. No. 2684
    • Ceci n’est pas un réputation.
    • s=√Σd2/n- 1? How do you measure an z = 1.96 online reputation?
    • Reputation Measurement Options Are we being How are we Can we judged? being respond to judged? that judgment? Social media analytics ✔ ✔ tools Social media observation ✔✔ ✔✔ tools Social media response ✔✔ ✔✔✔ ✔ tools
    • Reputation Measurement Options Are we being How are we Can we judged? being respond to judged? that judgment? Social media analytics ✔ $ tools Social media ✔ ✔ observation $$$ tools Social media response ✔ ✔ $$$ ✔ tools
    • • Technorati • Digg.com Social media analytics tools • Del.icio.us • Google Trends • ePinions.com • Web analytics
    • What are people saying? How reputable are the people talking? What kinds of media are people posting?
    • Analysis still required! No aggregation
    • Authenticity Some aggregation
    • Are we How are we Can we being being respond to judged? judged? that judgment? Technorati ✔ ✔ ePinions ✔✔ ✔ Google Trends ✔ Web analytics ✔ Delicious ✔ Digg.com ✔✔ ✔
    • • Neilsen Buzz Metrics Social media • Cymfony observation tools
    • 10th most Most frequently frequently mentioned mentioned Nostalgic Health references references
    • Are we How are we Can we being being respond to judged? judged? that judgment? BuzzMetrics ✔✔ ✔✔ Cymfony ✔✔ ✔✔✔
    • • Umbria • TruCast Social media response tools
    • Segmentation analysis Brand mentions
    • Reputation sentiment Blogger targeting and tracking
    • Are we How are we Can we being being respond to judged? judged? that judgment? TruCast ✔✔✔ ✔✔✔ ✔✔ Umbria ✔✔✔ ✔✔✔ ✔
    • • Systematic • Develop standard metrics; stick to them • Regular • Measure at Best practices consistent intervals • Governed • Assign accountability for metrics • Create a task force
    • ….? Conversation !....!!
    • Sam Ladner, PhD samladner@mac.com http://designresearch.wordpress.c om