Reputation in real time


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How real-time impacts communications and reputation management. Delivered in Singapore April 15, 2011

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Reputation in real time

  1. 1. Reputation in Real Time How Technology and Social Enablers are Pushing Real-© 2011, Michael Netzley PhD Time Response
  2. 2. Michael Netzley, PhD
  3. 3. #1 Social Networks Have an Amplifier Effect
  4. 4. 155
  5. 5. Friend’s Friend’s Friend
  6. 6. Rule: Three Degreesof Influence
  7. 7. Rule: Connections needto be strong; you neednot know the people.
  8. 8. Research Says
  9. 9. Harvard Med School: Emotions Spread Through Large Social Networks Conclusion: People’s happiness depends on the happiness of others with whom they are connected. This provides further justification for seeing happiness, like health, as a collective phenomenon. - British Medical Journal 337 (2008) Fowler and Christakis
  10. 10. Harvard Med School: Obesity Spreads Through Large Social Networks “You may not know him personally, but your friend’s husband’s coworker can make you fat. And your sister’s friend’s boyfriend can make you thin.” - Fowler and Christakis (2009) Connected
  11. 11. Harvard Political Scientist: Why Americans VoteIf you vote, then it increases thelikelihood that your friend’s friend willalso vote….Instead of each of ushaving only one vote, we effectivelyhave several and therefore muchmore likely to influence theoutcome. - Fowler and Christakis (2009) Connected
  12. 12. #2 In Social Business…. Speed is the Tie that Binds
  13. 13. Internet Speed
  14. 14. HudsonRiver
  15. 15. 10:20am
  16. 16. “A lot of this [interaction] is about speed andhow fast customers can respond. And just aspowerful, how fast can a business respond tothe customers? It speeds the pace at which arelationship deepens between the businessand customer.” - Paul Greenberg, CRM expert
  17. 17. “The era of Web 2.0 is raising the baron our collective expectations forinformation access, service levels andcustomer experience.” - Mike Murphy, Information Management
  18. 18. GratificationPeople seek to fulfill aneed when turning tomedia or a social network
  19. 19. #3 The time for leading businesses to go social is…now
  20. 20. “Companies have been using social mediaprimarily as a general communicationstool….that is about to change, asbusinesses discover its value as anessential tool for customer engagement—lead generation, immediate customercontact, and customer interaction.” Josh Gordon, SocialMediaToday White Paper
  21. 21. Fortune 100 Websites68% Companies experienced drop in traffic to corporate website-23.02% Average decline from 2009 through 2010 Webtrends Report, March 17, 2011
  22. 22. People everywhere They areare communicating communicatingaround their similar continuously with interests mobile technology The future is social Conversations are business…and IBM rapidly migrating values this as from websites to eventually being a social networks $100billion industry
  23. 23. McKinsey & Co Study 2010• Use of Web 2.0 technologies significantly improved companies’ performance• Networked enterprises leaders vs. companies using the Web in more limited ways _of_the_networked_enterprise_Web_20_finds_its_payday_2716
  24. 24. What We Can See…. …We Can Measure
  25. 25. Measurement: 3 Tips, 3 Slides Jeremiah Owyang, Altimeter Group
  26. 26. ROI Pyramid: Roles View Provide the right metrics to the right audience. A novice mistake is to provide ‘engagement metrics’ to executives
  27. 27. The ROI Pyramid: Metrics View These metrics are formulas comprised of the tier below them. Currently, there is no industry standard.
  28. 28. The ROI Pyramid: Metrics Examples (there aremore) A junior mistake is providing ‘engagement data’ to executives – instead focus on business metrics.
  29. 29. Research Says…The rate at which chatterdevelops on Twitter proved tobe a more accurate predictorof sales than did thetraditional box-office forecast. - Asur & Huberman, HP Labs “Home sick with the flu” - Twitter reports like this, in real time, reveal breaking trends and sentiments which can take weeks to gather using traditional methods. CDC
  30. 30. ARE YOUREADY?
  31. 31. Thanks to…. Jeremiah Owyang for the Open Data slides on measurement best practices. Also thanks to John Kerr of Edelman . Michael Netzley, PhD can be found at or heard each week on the For Immediate Release podcast.© 2011, Michael Netzley PhD