Integrating Social Media into Reputation Management


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Presentation by Steve Bowen to the Online Communications Masterclass in Singapore, June 21 2010

Published in: Business, Technology

Integrating Social Media into Reputation Management

  1. 1. integrating social mediainto reputation management steve bowen market leader – burson-marsteller singapore @steve_bowen #ismrm
  2. 2. re-pyə-ˈtā-shən as seen or judged by people in generala : overall quality or characterb : recognition by other people of some characteristic or ability
  3. 3. “To create an unfavourableimpression, it is not necessary thatcertain things should be true, butthat they have been said.The imagination is of so delicate atexture that even words wound it.” William Hazlitt
  4. 4. quick – name a soft drink…
  5. 5. consumers view brands multiple through channels filtered through the lens of civil society
  6. 6. initial consideration set research ?purchase active consideration
  7. 7. marketing effectiveness 39% 37% 31% 26% company driven marketing 21% 22% consumer driven marketing initial consideration active consideration closuresource: McKinsey Quarterly“The consumer decision-making journey” 2009 Vol. 3
  8. 8. 10 simple laws forsocial media integration
  9. 9. 1set measurable objectives before you engage online the law of intention
  10. 10. the typical engagement model…EXECUTE PLAN RESEARCH
  11. 11. …has predictable consequences Active 20% Inactive 18% 12% 11% 9% 8% 8% Microblogs Social Networks 4% Corporate Blogs Video 55 of Asian corporate social % media accounts are inactiveSource: Burson-Marsteller Asia-Pacific Social Media Study 2010
  12. 12. 2don’t join the conversation until you are sure you knowwhat the conversation is the law of listening
  13. 13. what’s the buzz?
  14. 14.
  15. 15. 3communicate as human being – both you and youraudience have that in common the law of authenticity
  16. 16. match the intent to the reality Allows Likerposts Responds to Liker posts 89%74% 72% 57% 60% 59% 51% 28% Global Asia-Pacific Europe U.S.
  17. 17. 4make your audiences part of the brand, not part of a target the law of inclusivity
  18. 18. 5respond to comments as soon as you have the factsstraight – not before and not later the law of responsiveness
  19. 19.
  20. 20. 6disclose your affiliations or others will do it for you the law of transparency
  21. 21. “When there exists a connection between the endorser and the seller of the advertised product that materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience), such connection must be fully disclosed.” Federal Trade Commission: Guides Concerning the Use of Endorsements and Testimonials in Advertising endorsementguidesfnnotice.pdfSource: The Customer Collective Blog
  22. 22. 7sometimes the best response to online criticism is noresponse the law of proportion
  23. 23. The Streisand Effect the best way to create public debate is try to stop public debate
  24. 24. The Footballer FormerlyKnown as R**n G**gs“With about 75,000 people having namedRyan Giggs on Twitter, it is obviouslyimpracticable to imprison them all.”John Hemming, MP
  25. 25. 8lawyers cannot defend you in the court of public opinion the law of magisteria
  26. 26. 20people on original e-mail$20K civil lawsuit by hospital$65K collected in coins nationwide
  27. 27. 9measure only what is meaningful, not what is available the law of measurement
  28. 28. 35 of marketers in the U.S. say that the main obstacle to % implementing a social media strategy is there is not enough data or analytics to develop ROI., April 201017 of marketers in the U.S. say that the main obstacle to implementing an % effective online measurement strategy is that there is too much data., June2010
  29. 29. How much is enough? Increase in Increase in % change in Ratio of posts to No of positive 3rd Engagement community content views or content / channel comments / replies party comments memberships downloads subs % change in Correlation of % change in Community Customer % Change in customer % change in sentiment to overall positive Health Satisfaction customer retention customer loyalty satisfaction satisfaction sentiment % Change in % change in % change in Social Content % change in % change in blog Facebook Likes / YouTube Likes / content tagged or Mobility Twitter retweets trackbacks shares embeds ranked Thought % Change in SOV per % change in Cisco Increase in topical Increase in perception Leadership thought leader topic thought leaders quoted content coverage of C. as thought leader Message % of conversations carrying one % change in key messages in % change in awareness and Resonance or more key messages social media conversations credibility of key messages Market Perception % change in aided / unaided % change preference in specific % change in positive sentiment Market Awareness awareness vs. competition markets vs. competition vs. competition % change in no. of times C. is % Change in no. of times C. % change in perceived position Market position positioned favourably in mentioned positively in key blogs relative to competition conversation vs. competition and communities vs. competition % change in correlation % change in cost per % change in desirable Leads / Sales / % change in cost per between social media contact or cost per mentions of key sales Market Share qualified lead conversations and customer acquisition drivers qualified leads Quantitative Decline in cost per message Efficiency of Decline in cost Decline in cost communicated (budget divided by Communications per click through per engagement message appearnces)
  30. 30. 10be prepared to make mistakes – because you will the law of mistakes
  31. 31. happen – acknowledge,apologize and move on
  32. 32. closing thoughts
  33. 33. soh-shuhla: pertaining to, devoted to, or characterized by friendly companionship or relationsb: seeking or enjoying the companionship of others; friendly; sociable; gregariousc: of, pertaining to, connected with, or suited to polite or fashionable society
  34. 34. mee-dee-uha: the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely
  35. 35. integrating social mediainto reputation management