Buzz Monitoring

Slide 1: iPR Reputation Monitoring If we listen, we will learn.

Slide 2: What are we talking about?

Slide 3: a Conversation…

Slide 11: are powered by…

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Slide 15: It is a conversation between…

Slide 20: But guess what?

Slide 21: The online media conversation is…

Slide 22: Not Organized

Slide 23: Not Controlled

Slide 24: And not on message!

Slide 25: The conversation is…

Slide 26: Vibrant

Slide 27: EMOTIONAL

Slide 28: Emergent

Slide 29: QuickTimeﾪ and a TIFF (Uncompressed) decompressor are needed to see this picture. Fun

Slide 30: Compelling

Slide 31: The conversations are many things… but always full of insight!

Slide 32: Do we join in?

Slide 33: Question? Do you think your clients want to know, what is being said about them, their products, their industry?

Slide 34: To join the conversation, we need to be…

Slide 35: In the Moment

Slide 36: We start by listening

Slide 37: If we listen, we will learn.

Slide 38: But here’s the problem…

Slide 41: …but if we can navigate the mess we can join the conversation!

Slide 42: So why do we need to listen before we join the conversation?

Slide 43: Networked markets are beginning to self- organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations. The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2006

Slide 44: 95 Truths of online conversations

Slide 45: 95 Truths of online conversations 1. Markets are conversations.

Slide 46: 95 Truths of online conversations 2. Markets consist of human beings, not demographic sectors.

Slide 47: 95 Truths of online conversations 3. Conversations among human beings sound human. They are conducted in a human voice.

Slide 48: 95 Truths of online conversations 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. .

Slide 49: 95 Truths of online conversations 9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.

Slide 50: 95 Truths of online conversations 10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.

Slide 51: 95 Truths of online conversations 25. Companies need to come get real and talk to the people with whom they hope to create relationships.

Slide 52: 95 Truths of online conversations 34. To speak with a human voice, companies must share the concerns of their communities.

Slide 53: 95 Truths of online conversations 75. If you want us to talk to you, tell us something. Make it something interesting for a change.

Slide 54: 95 Truths of online conversations 94. To traditional corporations, networked conversations may appear confused, may sound confusing. But we are organizing faster than they are.

Slide 55: 95 Truths of online conversations 95. We are waking up and linking to each other. We are watching. But we are not waiting.

Slide 56: Buzz Monitoring is…

Slide 57: …a new way of understanding markets, not just another messaging channel.

Slide 58: Are you and your clients listening?

Slide 59: How does Star help them listen?

Slide 61: • What’s the buzz about a certain issue, trend, product or piece of news? • Who’s active online, and what are these online consumers saying? • Are current trends building or waning? • Can any emerging trends be detected early, before they catch fire (or fizzle out prematurely?) • What key motivators influence and affect consumer behavior? • What are consumer/customer moods and emotions on a particular topic, or about a specific brand? • Which online consumers are likely candidates for influencer panels and relationship marketing programs?

Slide 62: The Facts: • Understand the hype around digital media today: – 70 million bloggers and growing – 6 million videos on YouTube and growing – 230 million U.S. mobile phone users and growing

Slide 64: What it means… • Companies cannot afford to be idle on the digital media front today. • The newspapers, magazines, TV networks and other mainstream media don’t have the same impact. • The 24-hour news cycle is dead. • The power is in the hands of consumers and decision makers who now have access to the information they want, when they want it and on the device they want it on.

Slide 65: Do you or your clients want to know?

Slide 66: Reputation Management • The business of monitoring what the marketplace is saying about your brand. – It also means responding to situations before they run out of control. • Venues include blogs, discussion threads, forums and social networking sites. • Monitoring how consumers talk about your brand can provide early warning signs for product or service issues as well as promotion opportunities that can be leveraged.

Slide 67: Rhodia QuickTimeﾪ and a TIFF (Uncompressed) decompressor are needed to see this picture.

Slide 69: Solutions New Product Launch Customer Insights Marketing Effectiveness Reputation/Crisis Management

Slide 70: Process & Methodology • Planning and execution process: • Define CGM gaps and opportunities for your company/brand • Identify critical online consumers • Identify key issues, trends, competitive threats and opportunities • Provide consultation on a media/marketing plan, including adjustment and campaign monitoring for the highest ROI • Depending on your needs, your budget and the specific marketing and branding challenges you face, we can custom- fit our solutions to any level of word-of-mouth awareness or need. • Listen • Assess • Deploy • Track

Slide 71: Who needs monitoring?

Slide 72: EVERY CLIENT

Slide 73: Star / Star PR • Find opportunities to talk to clients • Joint effort between Digital and PR • Effects: • Reputation • Search Marketing • Content • Star PR must be a integral part of the process • Strategic Messaging • Response • Note: PR must build an understanding as to how a online message differs then an offline message

Slide 74: 3 tips to optimize online communications? • Work closely with digital to optimize your online communications • Map keywords to the press release. Use keywords in the title, sub title and in the body copy of the release. • Create a strong call to action or incentive to click through on the release to destination content on your site. – Use tracking urls to determine how effective the release is at generating traffic and inquiries (digital will help).

Slide 75: Last but not least…

Slide 76: • Are you curious about what online audiences are saying about your brand and where their discussions are taking place? • Do you know how your brand fares against a broader industry backdrop? • Do you understand its relative strengths and weaknesses in the marketplace?