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Social Media - Online Reputation Management


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Social Media - Online Reputation Management

  1. 1. Social Media & Online ReputationManagement<br />LBi’s Social Media Afternoon – Brussels, July 9th, 2009<br />Laurence Vandelanotte – Strategy & Planning Director<br />Adrien de Harlez – AccountManager<br />Tags : belgium,branding,business,lbi,marketing,media,reputation,social,socialmedia,strategy<br />
  2. 2. 1. WHAT IS ONLINE REPUTATION ?<br />
  3. 3. Online Reputation = Reputation<br />Online reputation is not about what you are but about how communities perceive you<br /> What communities are saying about you or what “they” don’t<br /> How your acts are perceived and interpreted<br /> How your messages are received / transformed / deformed / forwarded<br />
  4. 4. Online Reputation Management<br />The 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.<br />The 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. <br />
  5. 5. 2. WHY IS IT IMPORTANT?<br />
  6. 6. CONSUMERS<br />Consumers are seeking for more than products, they are looking for believable brands, services, values, commitment and corporate social responsibility <br />“Buy ethic”, “Buy Sustainable”, “Green marketing”, sustainable development, fair trade etc.<br />
  7. 7. EMPLOYEES<br />Companies with the best reputation attractthe best job applicants first<br />An employee proud to work for his company is a good ambassador<br />Disappointed employees are using Social Medias too !<br />vs<br />
  8. 8. BUSINESS PARTNERS<br />Investors prefer reputable partners<br />Your own reputation impact your business partners...<br />And your business partners’ reputation can affect you !<br />
  9. 9. “The company with the best reputation <br />always achieves a substantially <br />higher return on investment.”<br />Forbes Magazine<br />
  10. 10. 3. WHY SHOULD I CARE?<br />
  11. 11. Why should I care?<br />because you leave footprint<br />
  12. 12. Why should I care?<br />Because “they” talk about you<br />And they are making a lot of noise…<br />Consumer<br />Investors<br />Competitors<br />Partners<br />Employee<br />
  13. 13. Why should I care?<br />because “they” have an opinion about you<br />Rating<br />Testimonials<br />Consumer<br />Investors<br />Market Survey<br />User Experience<br />Competitors<br />Partners<br />C2C recommendations<br />Reliability<br />Price Comparison<br />
  14. 14. Why should I care ?<br />Because “they” are not all angels<br />Spy<br />Competition<br />Head hunters<br />Smears<br />Lawsuit<br />Traders<br />Consumer groups<br />
  15. 15. Why should I care ?<br />Because your best brand ambassadors <br />are among them…<br />Super Consumer<br />
  16. 16. 4. ORM and Social Media Marketing<br />
  17. 17. What is Social Media Marketing ?<br />It is about...<br />ENGAGING COMMUNITIES<br />Go down in the arena<br />Assume your brand & reputation<br />Accept to face critics and to reconsider your position<br />
  18. 18. What is Social Media Marketing ?<br />It is about...<br />FOCUSING ON CONSUMERS<br />Power to the user<br />Join their conversation<br />
  19. 19. What is Social Media Marketing ?<br />Customer can not be seen anymore as “a target”<br />
  20. 20. What is Social Media Marketing ?<br />It is about...<br />CREATING AN EMOTIONAL RELATIONSHIP BETWEEN YOUR BRAND AND YOUR CUSTOMERS<br />You will have to offer extra added value<br />
  21. 21.
  22. 22. What is Social Media Marketing ?<br />No more evil marketing <br />
  23. 23. What is Social Media Marketing ?<br />It is about...<br />VIRALITY and BUZZ <br />Snowball effect<br />C2C<br />
  25. 25. 5. How do I start with ORM?<br />
  26. 26. Engage<br />Monitor<br />Protect<br />ORM is an Iceberg<br />
  27. 27. 1. MONITOR<br />2. PROTECT<br />3. ENGAGE<br />
  28. 28. 1. MONITOR<br />A<br />B<br />C<br />
  29. 29. 2.PROTECT<br />A<br />B<br />C<br />
  30. 30. 3. ENGAGE<br />A<br />B<br />
  31. 31. 6. In practice<br />
  32. 32. PROTECT<br />Practical Examples<br />Belgacom – Using & securing Youtube channels<br />YouTube Channel to spread commercial and helpful videos.<br /><ul><li> The name “Belgacom” is used by his legal owner
  33. 33. no “cyber squatting”
  34. 34. reaching customers outside the company environment</li></ul><br />
  35. 35. PROTECT<br />ENGAGE<br />Practical Examples<br />British Gaz – External communication platform<br />External platform to engage schools and children in thinking about green energy.<br /><ul><li>It is clearly labeled “British Gaz”
  36. 36. it reaches children and school, but has a indirect impact on the targeted end-users (perception)</li></ul><br />
  37. 37. PROTECT<br />MONITOR<br />ENGAGE<br />Practical Example<br />NUTELLA DAY– Natural Brand Ambassadors<br />When FANS are working for the brand<br /><ul><li> more than 47.000 fans for the French speaking group
  38. 38. more than 3 millions fans for all profiles merges together
  39. 39. A “Nutella Day” is held every year organised by fans
  40. 40. Strong emotional connection between consumers and the product</li></ul><br />Super Consumer<br />
  41. 41. Thank You!<br />LBi Belgium<br />Vorstlaan 191 Bd du SouverainB-1140 Brussels<br />Kortrijksesteenweg 1144 bus n<br />B-9051 Sint-Denijs-Westrem<br /><br /><br />