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Online Reputation Management for Brands by Vanksen

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At Vanksen we have been analysing the e-reputation of our clients for some years with the desire of delivering concise and activable information, it is this same desire that has driven us to create this study.
We wish to offer a holistic, precise and objective view about the ins and outs of what e-reputation means for brands today.
But as you will see, the subject remains open to exchanges, so please do not hesitate to give us your feedback.

Published in: Business

Online Reputation Management for Brands by Vanksen

  1. 1. Online Reputation Management for Brands 1
  2. 2. FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE THE IMPACT OF E-REPUTATION ON BRANDS CHOOSING YOUR E-REPUTATION PARTNER INTERNAL E-REPUTATION ACTORS WHY E-REPUTATION? VANKSEN RESPONDS TO YOUR QUESTIONS E-REPURATION GLOSSARY 1 2 3 SUMMARY Online Reputation Management for Brands 2 4 5 6 7 2
  3. 3. FOREWORD 3 ROLAND CREPEAU Expert in E-reputation - Vanksen ‘ ’ At Vanksen we have been analysing the e-reputation of our clients for some years with the desire of delivering concise and activable information, it is this same desire that has driven us to create this study. We wish to offer a holistic, precise and objective view about the ins and outs of what e-reputation means for brands today. But as you will see, the subject remains open to exchanges, so please do not hesitate to give us your feedback.
  4. 4. 1. From a « buzzword » to a real expertise 4
  5. 5. The history of E-reputation # 1 FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE 5 The internet gives birth to your digital identity. People realised that it must be protected. Birth of the term E- reputation by Chun & Davies. E-reputation begins. Specialised companies start to develop. E-reputation becomes a « Buzzword ». The demand from brands is growing and offers begin to take structure . E-reputation falls into consciousness. « Monitoring » becomes the new Buzzword, testimony to the evolution of the concept as a real expertise in E-reputation management. Constant evolution of social media and therefore E- reputaion… 2001 2007 - 2011 2012 - 2014 90s
  6. 6. 6 Definition of E-reputation INFLUENCE OF DIGITAL CONVERSATIONS ABOUT THE IMAGE OF A BRAND # 1 FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE
  7. 7. 7 INFLUENCE Polarity (positive, negative, neutral) Quantity/Frequence Support Definition of E-reputation # 1 FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE
  8. 8. 8 DIGITAL CONVERSATIONS All users’ mentions on the web (clients, prospects, stakeholders) Definition of E-reputation # 1 FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE
  9. 9. 9 ABOUT THE IMAGE Online and Offline : There are no borders between the two Definition of E-reputation # 1 FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE
  10. 10. 10 OF A BRAND Company, Brand, Products, Teasers Definition of E-reputation # 1 FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE
  11. 11. Can we do everything with E-reputation? 11 E-reputation can… MONITOR …all content mentioning a brand, product or competitors* *See slide 56 ESTIMATE …precisely the visibility of a subject in relation to another IDENTIFY … risks and weak signals linked to activity # 1 FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE
  12. 12. Can we do everything with E-reputation? 12 E-reputation can… E-reputation cannot… MONITOR …all content mentioning a brand, product or competitors* *See slide 56 ESTIMATE …precisely the visibility of a subject in relation to another IDENTIFY … risks and weak signals linked to activity RESPOND TO ALL MASTER EVERYTHING CONTROL E-reputation cannot respond to all queries from internet users E-reputation cannot master all conversations on the web And cannot control the results in the first page of Google # 1 FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE
  13. 13. 2. The impact of E-reputation on brands 13
  14. 14. Poor E-reputation affects business # 1 The CEO declares that the brand does not address to corpulent people The sizes XL and XXL are no longer included. On the web A&F becomes a brand for « Beautiful people » A survey shows that vendors are selected on physcial criteria Customers seize this discriminatory recruitment policy. The negative mentions multiply A&F refuses to give clothes to charitable associations and prefers to destroy them The web is ablaze, it’s bad buzz. The negative mentions evoke the products and values of the brand and its leading figures The E-reputation of the brand is tarnished The action drops by 18% Loss of 6 M in profit Durable internal repercussions (loss of confidence in the future of the business) Consequences 5 THE BAD BUZZ OF ABERCROMBIE & FITCH 14 2 THE IMPACT OF E-REPUTATION ON BRANDS Aout 2013 Mai 2013
  15. 15. ABERCROMBIE & FITCH’S MISTAKES This bad buzz had serious consequences for A&F’s image and commercial activity. Today the 130 shops are still closed and the popularity of the web to discredit a brand considered pro-elitist has not completely disappeared. Badly managed E-reputation can leave non detected weak signals which run the risk of affecting the company in the long term and its financial situation. CONTROVERSIES With the quick relay of information on the digital, the stance of the CEO was extremely dangerous. LACK OF CRISIS MANAGEMENT The number of mentions on the web and the appearance of new polemics for the brand demonstrates the lack of mastering their E-reputation. A crisis situation requires exceptional measures. LACK OF NEUTRALITY Outsourcing ones E-reputation ensures the neutrality of its actors towards the brand. The detection of the crisis and the recommendations for the necessary actions should have been emitted by an impartial partner. # 1 5 Poor E-reputation affects business THE BAD BUZZ OF ABERCROMBIE & FITCH 2 THE IMPACT OF E-REPUTATION ON BRANDS 15
  16. 16. ‘ ’ It takes twenty years to build a reputation and five minutes to destroy it. -Warren Buffet If your reputation was your home, what would be the chances of it being destroyed in 5 minutes by a disaster? The chances are slim. However, what is certain, is that the foundations would suffer the damages of time. If E-reputation is capable of detecting the signals of a crisis and can react, then it is primarily there to ensure that your brand does not deteriorate due to the lack of attention. It is the will to carry out this double mission that has forged Vanksen’s expertise. False! # 1 2 THE IMPACT OF E-REPUTATION ON BRANDS 16
  17. 17. 17 3. Choosing your E-reputation partner
  18. 18. PLATFORM EDITOR #3 CHOOSING YOUR E-REPUTATION PARTNER Choosing your E-reputation partner 18 CLIENT AGENCY TREATED DATA RAW DATA Choice of partner Results Automated reading from a platform Absence of analysis means the data cannot be activated Human analysis Production of activated dashboards Setting up alerts Surveillance of weak signals
  19. 19. #3 CHOOSING YOUR E-REPUTATION PARTNER Platform editors 19
  20. 20. #3 CHOOSING YOUR E-REPUTATION PARTNER Platform editors 20 These platform editors offer monitoring tools to carry out customised and automatic quantitative analysis. The market is made up of free or paying services that are more or less reliable. These surveillance solutions are capable of collecting and treating information quickly. They are however limited in their reporting capabilities.
  21. 21. #3 CHOOSING YOUR E-REPUTATION PARTNER Platform editors 21 Certain tools are complimentary to the « classic » monitoring tools according to the specifications. Monitors hashtags Monitors the relative mentions to the brand on Instagram and Pinterest Monitors internet users’ feedback Only monitors the relative mentions of the brand on Twitter
  22. 22. #3 CHOOSING YOUR E-REPUTATION PARTNER Specialised communication agencies 22 Communication agencies are equipped with monitoring tools and place human analysis of the agregated data from platforms at the heart of their services. Example with Vanksen: A DEDICATED PLATFORM A TEAM OF EXPERTS A PARTNERSHIP Use of the main monitoring solutions of the market and our platform VanksenWatch « Human » analysis to monitor, qualify and make sense of the data Restitution of information so that it is more activatable and understandable. Recommendations and advice. Support throughout.
  23. 23. 23 4. Internal E-reputation actors
  24. 24. #4 INTERNAL E-REPUTATION ACTORS In a company, who is involved in E-reputation ? 24 SOCIAL MEDIA MANAGER COMMUNITY MANAGER PR MANAGER DIGITAL CONTENT MANAGER DIRECTOR OF COMMUNICATION MARKETING DIRECTOR HEAD OF R&D HEAD OF QUALITY HEAD OF CUSTOMERS SERVICE PRODUCT MANAGER Take the example of the company Awesome French Food (fictional) and its 10 employees in contact with E-reputation information.
  25. 25. #4 INTERNAL E-REPUTATION ACTORS Social Media Manager 25 Formerly a Community Manager, Aurélien ascended through the ranks of his agency to oversee 4 Community Managers. He has a strategic and global vision of brands on social networks. Curious and daring he constantly challenges his team. PROFESSIONAL PERSONALITY He organises structured monitoring to offer new tools, he observes the competition and monitors the E-reputation of his portfolio of brands. MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION Be informed of the weak signals that could turn into bad buzz but especially appropriate the universe of his portfolio of brands to establish a coherent Social Media Strategy. WHAT HE EXPECTS FROM THIS INFORMATION AURELIEN, 34 YEARS OLD At Awesome French Food for 5 years Expert in Social Media photo : https://www.flickr.com/photos/timkossow/7604392552
  26. 26. #4 INTERNAL E-REPUTATION ACTORS Community Manager 26 Addict to social media for a long time, she has numerous active blogs. Passionate about technology, she is always on the lookout for new web trends and is the first to know about the latest buzz. Empathic, Empathique, listening and very good at communicating, she also has very good writing skills. PROFESSIONAL PERSONALITY In order to be coherent with the implementation of a brand’s strategy, she regularly monitors the universe of her community and her competitors’ communities.. MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION Be informed of the weak signals that could turn into bad buzz but especially appropriate the universe of the brand to precisely communicate about what her community are searching for. WHAT SHE EXPECTS FROM THIS INFORMATION HELENA, 25 YEARS OLD At Awesome French Food for 2 years Expert in Social Media photo : https://www.flickr.com/photos/kk/5729276566
  27. 27. #4 INTERNAL E-REPUTATION ACTORS PR Manager 27 Conscious of the fact that her job has evolved, she seeks regular information about social media and E-reputation in order to hone her skills and broaden her expertise. PROFESSIONAL PERSONALITY Following an important announcement (corporate, communication) diffused on news sites and realyed on social networks. MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION Quantify the impact and the diffusion of information on uncontrolled supports and send regular reports internally. WHAT SHE EXPECTS FROM THIS INFORMATION CECILIA, 33 YEARS OLD At Awesome French Food for 6 years Average knowledge of social media photo : https://www.flickr.com/photos/julespajot/2478661264/in/photostream/
  28. 28. #4 INTERNAL E-REPUTATION ACTORS Digital Content Manager 28 Former leisure journalist in pureplayer media, he is aware of the monitoring and e- reputation issues when it comes to creating content. PROFESSIONAL PERSONALITY He closesly follows the Content Creation campaigns and makes recommendations on the language elements. MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION •Make a quantitative and qualitative assessment of his campaigns ,on the trends •Make adjustments along the way WHAT HE EXPECTS FROM THIS INFORMATION QUENTIN, 36 YEARS OLD At Awesome French Food for 5 years Good knowledge of Social Media photo : https://www.flickr.com/photos/timkossow/7604393774
  29. 29. #4 INTERNAL E-REPUTATION ACTORS Communication Manager 29 Organised, always connected to emails, its agenda and the Twitter feed of the brand, her daily challenge is to monetise her time by concentrating on accurate, clear and concise information to advance her teams. PROFESSIONAL PERSONALITY •When the person/people in charge of CM/web communication present their results and crucial information regarding the image of the brand online •When she meets agencies for their digital strategy •In the case of buzz as she is immediately notified •When she oversees the flux of Twitter feeds mentioning the brand •For her own personal branding MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION •Quantitative data to assess the position of the brand on the web •Qualitative data from the teams and agencies about the perception of the company and its products •Strategic E-reputation recommendations WHAT SHE EXPECTS FROM THIS INFORMATION ISABELLE, 43 YEARS OLD At Awesome French Food for 8 years. A more strategic than operational understanding of social media photo : https://www.flickr.com/photos/kk/5729239174
  30. 30. #4 INTERNAL E-REPUTATION ACTORS Marketing Director 30 Often travelling to control product sales and retail strategy, he spends his time either on the telephone following the evolution of sales and revenue or working on his professional English. PROFESSIONAL PERSONALITY •In his coworking meetings with the Communication Director •When he makes price, publicity and packaging recommednations which affects the web strategy •When he supervises the marketing strategy on e-commerce sites •For his own personal branding MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION •A lot of advice and strategic recommendations •Know the visbility of the products on the web •Know clients’ opinions about products, customer services and their purchase experience •Aggregate data on purchasing information •Implement and encrypt E-reputation data to report it to Senior Management WHAT HE EXPECTS FROM THIS INFORMATION SASHA, 39 YEARS OLD At Awesome French Food for 5 years More aware of the Social Networks figures as opposed to the trends photo : https://www.flickr.com/photos/timkossow/7604391946
  31. 31. #4 INTERNAL E-REPUTATION ACTORS Head of R&D 31 She is constantly thinking about the industrial production of future products. Subscribed to scientific and technology magazines, she always keeps an eye out for the competition. PROFESSIONAL PERSONALITY •When feedback is given about the use of products (incidents, successes, consumer desires…) •When she receives the benchmark newsletter from the communication team about the competition •When she learns that a product is subject to bad buzz because of its design. •When she receives the results of an online study about consumer usage related to the products already on the market. MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION •Know which are/ will be the future trends •Knowing the needs and behavior of consumers •Borrow ideas from the competition to offer new products or to challenge their level of innovation. WHAT SHE EXPECTS FROM THIS INFORMATION CLARA, 28 YEARS OLD At Awesome French Food for 4 years. A more personal than professional understanding of Social Media photo : https://www.flickr.com/photos/125303894@N06/14387367072
  32. 32. #4 INTERNAL E-REPUTATION ACTORS Head of Quality 32 Intermediary between development, production and quality monitoring, she knows that the web is a mine of consolidated opinions that could enrich or damage the development of these products. PROFESSIONAL PERSONALITY Alerted on the discovery of a foreign body, a manufacturing defect, critiscism of the composition. MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION Evaluate and quantify the importance of this information to provide answers to Customer Services. WHAT SHE EXPECTS FROM THIS INFORMATION ASTRID, 31 YEARS OLD At Awesome French Food for 4 years Little knowledge of Social Networks photo : https://www.flickr.com/photos/125303894@N06/14365669046
  33. 33. #4 INTERNAL E-REPUTATION ACTORS Head of SAV 33 Listening to customers, Lee seeks to add value to his answers to reassure customers. On the front line, he searches for answers internally from the different services linked to the products. PROFESSIONAL PERSONALITY •Alerted about successive complaints about the quality of service, products and the brand. •Threats of lawsuits MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION •Assessing the risk of spread on the web & social networks •Analysis of author’s profiles for proactive responses WHAT HE EXPECTS FROM THIS INFORMATION LEE, 29 YEARS OLD At Awesome French Food for 4 years Average knowledge of Social Networks photo : https://www.flickr.com/photos/timkossow/7604391946
  34. 34. #4 INTERNAL E-REPUTATION ACTORS Product Manager 34 Dynamic and creative, he has a head full of ideas and is always on the lookout for the latest consumer trends. He is also a negociator, which helps him in the relationships he has with suppliers. PROFESSIONAL PERSONALITY He constantly monitors the economic and technological environments to stay informed about the latest news and market trends. This also allows him to monitor his competitors to always be one step ahead of them. MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION Find new ideas about how to communicate about his product and ensure the activity of his competitors. WHAT HE EXPECTS FROM THIS INFORMATION BENOIT, 30 YEARS OLD At Awesome French Food for 3 years Average knowledge of Social Networks photo : https://www.flickr.com/photos/timkossow/7604391946
  35. 35. 35 5. Why E-reputation?
  36. 36. # 1 5 WHY E-REPUTATION? Here are 4 fictitious companies to better understand the opportunities provided by the expertise of E-reputation. 36
  37. 37. # 5 WHY E-REPUTATION? Adama: E-reputation & Quality service 37 ADAMA is a Cameroonian cosmetics brand. It sells specialised products for African skincare (makeup, haircaire, face and body care…) in physical stores but also on its website and through authorised distributors. It is a fairly large structure with a strong reputation amongst a young target. They wish to manage their e- reputation to improve the quality of their service and products. WHO IS THE CLIENT? FICTITIOUS CASE AFRICAN COSMETICS
  38. 38. Adama: E-reputation & Quality service # 5 WHY E-REPUTATION? 38 PRODUCT REVIEWS … on the different social networks, comparison sites, forums and distributors to improve their products. AMBASSADORS …that could defend the brand in the case of a crisis and could be essential relays for brand visbility and reputation. PRODUCT PROBLEMS CRITICS …in order to respond in a targerted and quick manner, identify the weak signals, contain the information and avoid a crisis/ bad buzz. … to resolve them before they amplify & propose solutions: exchange, reimbursement etc. Their needs: identify and analyse… …to avoid and anticipate bad buzz by implementing effective customer services, by informing the relevant service and by writing a public or private response to critics. FICTITIOUS CASE
  39. 39. Adama: E-reputation & Quality service # 5 WHY E-REPUTATION? 39 Vanksen’s solutions FICTITIOUS CASE A DEDICATED PLATOFRM A TEAM DEDICATED TO ADAMA Human analysis of all mentions and beauty products on the web Evaluation of the degree of influence of negative and positive mentions Team responsiveness and recommendations on actions to implement A dedicated monitoring platform for ADAMA’s E- reputation DELIVERABLES FOR ADAMA Regular reporting (daily, weekly, monthly) sent to inform ADAMA about the new mentions of the brand on the web. Complete history of the evolution of these mentions and centralised management of consumers’ conversations about ADAMA.
  40. 40. Ecoutez, mesurez et comprenez les publications web sur vos marques NEWSLETTER E-REPUTATION FRANCE ET BELGIQUE Consulter cet e-mail dans votre navigateur 24 juin 2014 Adama mis en avant sur Bulles pour sa nouvelle BB crème Résumé: •Le volume de mentions est inférieur à la moyenne observée ce mois-ci (180 mentions en moyenne le lundi). •Aujourd’hui, l’activité est calme pour Adama. La nouvelle BB crème est citée positivement sur les 3 sites des magazines féminins Elle, Cosmopolitan et Biba. Par ailleurs, la gamme Bio au Karité et à l’huile d’Argan rencontre un franc succès auprès de 5 blogs beauté. Ils relaient l’information sur Twitter et Instagram. Enfin, la gamme de shampoing à l’avoine récolte 10 avis positifs et 1 avis négatif sur Amazon. NEWSLETTER EXAMPLE AFRICAN COSMETICS 40
  41. 41. Terranostra: E-reputation and Corporate # 5 WHY E-REPUTATION? 41 FICTITIOUS CASE Today, Terranostra is the n°2 adventure travel agency in France and offers turnkey customised touristic adventures for individuals and professionals. Known for the quality of their trips and customer services, their revenue has continued to grow. Recently, the brand experienced its first bad buzz following accusations against their CEO, Lyne Lemaître, for embezzling funds. The communication teams took action but were unable to contain the spread on the web. However, they responded to the majority of comments on Twitter ensuring that more light would be shed on the matter when possible. WHO IS THE CLIENT?
  42. 42. Terranostra: E-reputation and Corporate # 5 WHY E-REPUTATION? 42 FICTITIOUS CASE EVALUATE THE IMPACT OF THIS BAD BUZZ Evaluate the mentions around this media affair in terms of volume, frequency, polarity and influence. PREVENTING A NEW CRISIS Obtain from the agency recommendations to anticipate and to manage a future crisis. MONITOR INTERNET USERS’ OPINIONS MONITOR THE COMPETITION Estbalish whether this crisis has benefited competitors The opinion of internet users should remain under surveillance for the time required after this review. Their needs: Following this crisis, Terranostra will probably require E-reputation services for a year.
  43. 43. Terranostra: E-reputation & Corporate # 5 WHY E-REPUTATION? 43 FICTITIOUS CASE POST CRISIS REPORTING Quantitative/qualitative anlaysis of the impact IDENTIFICATION OF INFLUENCERS AND CRITICS IMAGE AUDIT VS COMPETITORS Benchmark of competitors and Terranostra to evaluate the opinion of the general public …the communities and potential ambassadors of the brand following the stance on the web of critics Vanksen’s solutions post crisis: Vanksen’s solutions throughout the year: REGULAR REPORTING TRAINING AND RECOMMENDATIONS ALERTS Regular reporting in the form of newsletters Alerts for sensitive subjects or potential crises Training for crisis management and advice to nourish the brand on the web
  44. 44. DASHBAORD EXAMPLE
  45. 45. AFF: E-reputation & R&D # 5 WHY E-REPUTATION? 45 FICTITIOUS CASE Awesome French Food is a French company specialising in the production of food from France distributed across 5 continents. They have a solid reputation for the quality of their food directly imported from the Hexagon. They wish to launch a new gourmet sandwich containing French ingredients in the United States for young people. The product is currently in the development phase in the heart of the marketing team, the company is researching elements to better understand their target through their behaviour on social networks. QUI EST LE CLIENT ?
  46. 46. AFF: E-reputation & R&D # 5 WHY E-REPUTATION? 46 FICTITIOUS CASE UNDERSTANDING THE TARGET Understand the behaviour of their target on social networks and their points of interest DETECTION OF INSIGHTS DETERMINE THE POINTS OF CONTACT Get to know the platforms where the target expresses itself and know how to reach them Determine their desires, tastes and needs in terms of food in relation to the brand Their needs:
  47. 47. AFF: E-reputation & R&D # 5 WHY E-REPUTATION? 47 FICTITIOUS CASE DEFINING THE SCOPE OF RESEARCH Development of the framework of the E- reputation analysis by targeting criteria defined by the brand IDENTIFICATION OF INTERNET USERS ANALYSIS OF CONVERSATIONS ... And identify the most popular topics, behavior and highlighting consumer insights Identification of relevant profiles on social networks to analyze Vanksen’s solutions: RECOMMENDED ACTIONS Identification of points of contact and recommended actions for the development of the product for the target This analysis of the target will be delivered in the form of a complete study responding to the different objectives of the brand.
  48. 48. Exploration of US sites used by young people Audit and analysis of the conversations about all engaging themes towards the target of the sites Analysis of the habits and consumption moments of the target based on the topics. Social media levers to hit the target Definition of the brand’s territory Definition of insights and language elements adapted to the target Thematic mapping and their influencers Selection of the most relevant topics to widen the study EXAMPLE OF A REFLECTION AUDIT 48
  49. 49. DIÀNHUÀ : E-reputation and influence # 5 WHY E-REPUTATION? 49 FICTITIOUS CASE DIÀNHUÀ is a Chinese manufacturer of smartphones that exports its products all over Asia. These products mostly reach out to young people who are looking for simple, pure, intuitive and financially accessible smartphones. The brand has been established in France for some years now, and was chosen as a pilot country upon which to base future strategy for the European market. They have an important french fan base mostly on social media who generate a significant amount of conversations with regard to its outside position on the market. DIÀNHUÀ wishes to determine which communities are the most influential with regard to the european market in order to better understand and reach their target. WHO IS THE CLIENT?
  50. 50. DIÀNHUÀ : E-reputation and influence # 5 WHY E-REPUTATION? 50 FICTITIOUS CASE IDENTIFY THEIR TARGETS Determine their prospects on the European market: where do they express themselves, who are they and what do they buy? DETECT INSIGHTS QUALIFY THEIR COMMUNITIES Get to know the relevant and active influencers from which to launch their European communication campaign. Determine their expectations, tastes and market trends Their needs: The brand wishes to strengthen their discourse with the already acquired community whilst targeting new markets they wish to understand and conquer thanks to the Vanksen’s expertise.
  51. 51. DIÀNHUÀ : E-reputation and influence # 5 WHY E-REPUTATION? 51 FICTITIOUS CASE DEFINING THE SCOPE OF RESEARCH Development of the framework of the E- reputation analysis by targeting criteria defined by brand ANALYSIS OF MENTIONS RELATED TO THE BRAND COMMUNITY MAPPING Analysis and distribution of these profiles according to their community (feminine, high tech, etc. ) Classification and community mapping based on their influence and the number of affiliated profiles. Analysis of mentions around keywords related to the brand and its products / services and their authors Vanksen’s solutions: ACTIVE INFLUENCER PROFILES Creation of a database of the most influential profiles that are the most interesting to contact. Mapping allows the brand to understand at a glance what communities are most affected by their products, communication and global news.
  52. 52. 52 Influence élevée Influence modérée Influence faible Twitter Facebook Blogs Sites spécialisés Forums Google+ Pertinence vis-à-vis du marché (forte, moyenne, faible) MARCHÉ CIBLÉ MAPPING EXAMPLE ADOLESCENTS HIGH TECH LIFESTYLE MARKETING
  53. 53. The 4 key E-reputation aspects for businesses A wealth of information summarised through human analysis LISTEN Listen to the conversations about your brand on the web to understand how it is perceived by internet users or to improve products or develop a new one. MONITOR Monitor trends and weak signals but also the economic ecosystem and your competitors IDENTIFY Identify your influencers to implement a contact strategy REACT React if necessary and be reactive. Get to know critics in order to be able to respond to them. WHY E-REPUTATION? 53 # 5
  54. 54. 54 6. Vanksen responds to your questions
  55. 55. Question 1: Can we monitor everything? 55 The « open web » Monitoring tools can scan available content on surface of the web (indexed by search engines). The most managed sites are media sites, blogs, forums, specialised sites and Twitter (despite its volatile content). Facebook is a different case with regard to its confidentiality policies. Only open profiles and brand pages can be taken into account by web scraping. Instagram, Vine, Flickr, Youtube, Pinterest are not systematically analysed by these tools. E-reputation can monitor: #6 VANKSEN RESPONDS TO YOUR QUESTIONS DEEP WEB PRIVATE ACCESS OPEN WEB
  56. 56. E-reputation cannot monitor: Private acces Internet users are becoming increasingly aware of the need to protect their information and E-reputation. As a result numerous accounts require private access. Therefore the tools cannot monitor this information. The deep web The deep web, invisible web or even hidden web is the part of the web that is accessible online but that is not indexed by traditional and generic search engines. Often these take the form of illegal sites. Question 1: Can we monitor everything? #6 VANKSEN RESPONDS TO YOUR QUESTIONS DEEP WEB PRIVATE ACCESS OPEN WEB 56
  57. 57. The permanent arrival of new social networks, the increase in power of confidentiality and the multi device behavior of internet users, requires monitoring tools to constantly evolve for increasingly efficient web scraping. Question 1: Can we monitor everything? #6 VANKSEN RESPONDS TO YOUR QUESTIONS 57
  58. 58. Question 2 : And what are the first steps at Vanksen? #6 VANKSEN RESPONDS TO YOUR QUESTIONS DEFINE YOUR NEEDS/PROBLEMS DEFINE THE RESEARCH PERAMETERS DEFINE THE IMPLEMENTABLE MONITORING STRATEGY DEFINE THE E-REPUTATION KPIS FOR YOUR BRAND What are your E-reputation needs? Quality Service, Governance, Influence, Crisis management… Define the market, the targets, the supports and the subjects to monitor… Survey the priority subjects on social networks and online through the VanksenWatch platform and create dedicated access. Measure and qualify your presence on the web, obtain quantative KPIs and compile the diverse frequencies. Deployment of reporting solutions to measure and analyse the effectiveness of your digital presence. DEFINE THE SUPPORT REQUIRED Internal contacts of the business and the dedicated Vanksen team. Choice of structure, frequency and content to be delivered. 1 2 3 4 5 58
  59. 59. Question 3: What is Vanksen’s added value? #6 VANKSEN RESPONDS TO YOUR QUESTIONS Vanksen’s vision is to adopt an integrated approach to E-reputation, throughout the decision making process. For the sake of our identity as an Advisory Social Media Agency and for this integrated vision, we can affirm that our added value exists on 3 levels. DATAMINING AND INTELLIGENCE PLATFORM REPORTING AND HIGHLIGHTING THE NECESSARRY KPIS TO ANALYSE E-REPUTATION SUPPORT AND GUIDANCE AND CONNECTIVITY WITH OTHERS VANKSEN SERVICES 1 2 3 59
  60. 60. Question 3: What is Vanksen’s added value? #6 VANKSEN RESPONDS TO YOUR QUESTIONS Datamining and intelligence platforms CLIENT NEEDS Setting for dedicated monitoring: Key words, subjects, targets , platforms, temporality … PLATFORM EXTRACTED DATA Verification and analysis of mentions: polarity, relevance, temporality, structure, influence and creation of reporting and mapping (community, trends, conversations…) Surveillance Monitoring Community audit Crisis management Monitoring of competitors … Data extracted from the platform: volume, influence and automatic polarity, which will be analysed by the team in order to verify its relevance and to make it more intelligible. HUMAN ANALYSIS 1 It is impossible to dissociate the VanksenWatch platform from the team. The relevance of the results is dependent on the ‘human analysis’ of our experts and the relationship between Vanksen and their client. These needs will be analysed to set up dedicated monitoring. 60
  61. 61. Question 3: What is Vanksen’s added value? #6 VANKSEN RESPONDS TO YOUR QUESTIONS Reporting and highlighting the necessary KPIs to analyse The data and results extracted from the platform are delivered in the form of personalised Dashboards: CONTENT It is entirely adapted to the needs of clients. FORM The dashboards can be sent as an email, newsletter or PDF. FREQUENCY Daily alerts, weekly dashboard or monthly newsletter, the frequency is flexible. REPORT The final report can be integrated into the graphic universe of your brand. 2 61
  62. 62. Question 3: What is Vanksen’s added value? #6 VANKSEN RESPONDS TO YOUR QUESTIONS E-reputation support and guidance The agency also serves as a real support, a source of advice throughout the duration of any project and a capacity to connect with others Vanksen services. 3 62 CONSULTING & CREATION Real Time Marketing (Decision support) Community Management Optimizing your creative briefs for agencies Decision support in case of website rebuilding Content creation optimizing Search Engine Reputation Management Search Engine Advertising Optimisation Implementing social media monitoring data in CRM databases Community recruiting Community management Counterfeit monitoring IP monitoring PRODUCTION MEDIA BRAND MONITORING E-CRM SOCIAL MEDIA MONITORING INSIGHTS HELPING FOR VANKSEN SERVICES
  63. 63. Question 4: Which brands does Vanksen work for? #6 VANKSEN RESPONDS TO YOUR QUESTIONS 63
  64. 64. Question 5: How will E-reputation evolve? #6 VANKSEN RESPONDS TO YOUR QUESTIONS The issues surrounding the management of E-reputation evolve with technical progress. Continuous development of social networks Emergence of new forms of media Transformation of information, how it is perceived by internet users and how it is treated by E- reputation services 64
  65. 65. Question 5: How will E-reputation evolve? #6 VANKSEN RESPONDS TO YOUR QUESTIONS Big Data transforms the spectrum of E-reputation analysis What is Big Data ? Every day, we generate 2.5 trillion bytes of data. So much so that 90% of the data created in the world has been created in the last 2 years alone. This data comes from everywhere. To name only a few sources: http://www-01.ibm.com/software/fr/data/bigdata/ CLIMATE INFORMATION SOCIAL NETWORKS IMAGES AND VIDEOS TRANSACTIONAL INFORMATION GPS SIGNALS 65
  66. 66. Question 5: How will E-reputation evolve? #6 VANKSEN RESPONDS TO YOUR QUESTIONS Big Data remains unexploited by companies The issue of Big Data exploitation by businesses is not complex but simply misjudged. Companies concentrate on the buzzword as opposed to the real opportunities that Mass Data presents. 2% 11% of businesses claim to exploit Big Data. have and use the necessary data processing tools. Source The path is still long: 66
  67. 67. Question 5: How will E-reputation evolve? #6 VANKSEN RESPONDS TO YOUR QUESTIONS Big Data and its opportunities If the infrastructures required for treatment represents a financial cost, the opportunities are real for the health of the company and its communication. The treatment of mass data allows to: REDUCE RISKS Thanks to the anticipated treatment of information to stem the crisis. Thanks to the detailed analysis of behavioral information and conversations, a personalised and contextualised client experience can be proposed. BETTER UNDERSTAND CLIENTS DETECT TRENDS Thanks to predictive analysis and the differentiation and ease of decision making 67
  68. 68. Question 5: How will E-reputation evolve? #6 VANKSEN RESPONDS TO YOUR QUESTIONS The dangers of Big Data and predictive analysis IMPACT OF BIG DATA ON E-REPUTATION MANAGEMENT Human analysis bears the faults of the monitoring tools but the volume of data is constantly increasing… This is a new challenge for the experts who are in charge of the qualitative analysis of these growing volumes. EVOLUTION OF E-REPUTATION WITH PREDICTIVE ANALYSIS New predicitve tools are emerging to automatically process data and provide results based on past and present future assumptions… … they are teams of technical aids experts that are essectial to qualify the data and detect trends and weak signals. 68
  69. 69. 69 7. E-reputation glossary
  70. 70. #7 E-REPUTATION GLOSSARY PREDICITVE ANALYSIS: Statistical analysis which uses the results of DATA MINING to define future trends for a brand or product BAD BUZZ: An event around a brand which causes a negative by word of mouth phenomenon. It is considered bad buzz when it is widely relayed digitally by internet users making it extremely visible and difficult to stop. BIG DATA: Literally “large information”, is volumes of highly important information which is difficult to treat with classic tools. Lately, Big Data has received a lot of attention because of its commercial and marketing applications. BUZZWORD: A popular word on the web with strong visibilty, a recurring theme. MASS DATA : One of the French names for « Big Data » referring to Biomass. (Biomass represents all that is living, Data Mass represents a neologism of all data that is humanly generated). DATAMINING: consists of using platforms to analyse large volumes of information and by drawing conclusions about the brand or product. (Extraction of knowledge and know how from large amounts of data through automatic and sem-automatic methods). DEEP WEB: The deep web, invisible web or even hidden web corresponds to content accessible online, that is not referenced by classical search engines. Some specialised search engines can have access to this information. E-REPUTATION: influence of the digital conversations about a brand. We equally speak of E-reputation to describe the expertise services that use tools to monitor and manage E-reputation. KPI : The key performance indicators, are measurable indicators that help in the decision making process to assess the achievement of a strategic objective. MENTION: a textual citation written by an internet user that mentions your brand, product or words related to your company which need to be monitored. POLARITY: In E-reputation we speak of the polarity of a mention to decide whether it is positive, negative or neutral. We also use the word « sentiment ». SOCIAL MEDIA MONITORING: Derives from the term E-reputation Management. It involves following a certain number of indicators or key words at the heart of social media (qualitative and quantative information) to follow ones reputation and to construct a social media strategy in consequence. WEB SCRAPING : (often called Harvesting) is an extraction method of content from Web sites, via a script or program, with the aim of transforming it to use in a different context. SURFACE WEB: The surface web (or visible, or indexable) is the part of the World Wide Web that is accessible online and indexible by indexation robots belonging to popular search engines (Google, Yahoo!, Exalead, etc.). The fact that a page is indexable does not necessarily mean that it is indexed. Web indexation requires huge amounts of resource material. The Deep Web is often opposed to Surface Web. 70
  71. 71. Thank you for your attention Please do not hesitate to contact us 71 Benelux Jérémy Coxet jcoxet@vanksen.com +352 48 90 90 France Xavier Lesueur xlesueur@vanksen.com +331 55 33 89 00 Suisse David Pihen dpihen@vanksen.com +41 22 306 49 90 Contact us: Study created by: vanksen.fr twitter.com/vanksen facebook.com/vanksen pinterest.com/vanksen Solange Derrey Chargée de communication et des études digitales sderrey@vanksen.com +33 1 55 33 89 17 Roland Crepeau E-reputation Product Owner rcrepeau@vanksen.com +33 1 55 33 89 26 Amelia Brooks Jérôme Hegenauer Laura Janning Alison Maisonneuve
  72. 72. The agency Our vision Vanksen is an independent, international and native digital communication agency. Vanksen believes in an integrated, intelligent and creative communication agency that detects tomorrow’s opportunities for its clients in order to ensure a return on their investment. Vanksen is « Creative & Digital Business » 72
  73. 73. 7 aspects that define vanksen’s expertise Overview of Vanksen’s different services CONSULTING CREATION Brand and communication strategy Means strategy Visibility strategy Media strategy Competitive market monitoring Training and coaching Online communication (internet site, social media, blog, video…) Audiovisual communication Print communication (identity chart, press, display, brochure…) Events Digital (web site, animation, Viral and social media models, online advertising, hosting) Print Audiovisuel Events Brand audit E-reputation follow up Crisis Management Analysis of the competitive environment E-reputation strategy advice Definition and management of a media plan Search engine marketing (SEO, SEA and SEM) Non-Media operations (RP, guérilla…) Definition of KPIs and measure of impact Creation and animation of spaces on social networks Community recruitment Community management Special operations Management of the brand on the internet (portfolio of domain names, brand surveillance…) Benchmark Monitoring and analysis (definition of KPIs, analytics strategy…) PRODUCTION MEDIA E-REP BRAND MONITORING E-CRM Vanksen 73

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