Protecting and managing online reputation


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How do you protect and manage online reputation? Katy Howell from Immediate Future and Chris Bishop from Hotel Chocolat recently discussed at Internet Retailing.

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Protecting and managing online reputation

  1. 1. Protecting and managing online reputation
  2. 3. Share of voice
  3. 4. Across the sectors
  4. 5. Good and bad
  5. 6. It matters <ul><li>Positive consumer-generated reviews can have an impact on offline behaviour, with 24% using online reviews prior to paying for a service delivered offline. [Source:comScore / Kelsey Group, Nov 2007] </li></ul>
  6. 7.
  7. 8. It’s all about <ul><li>Influencing the influencers </li></ul><ul><li>Connecting with customers </li></ul><ul><li>Managing feedback </li></ul><ul><li>Delivering comms with a constant brand tone </li></ul><ul><li>Developing positive dialogue and relationship with constituents </li></ul><ul><li>Archiving positive brand comment </li></ul>
  8. 9.
  9. 10. Essential <ul><li>Transparency </li></ul><ul><li>Honesty </li></ul><ul><li>Policy and process </li></ul><ul><li>Rapid response </li></ul><ul><li>Flexibility </li></ul><ul><li>Integration </li></ul>
  10. 11. A spotless reputation? <ul><li>Online is already a brand risk </li></ul><ul><li>Rumours spread </li></ul><ul><li>Online is more extreme place for comment </li></ul><ul><li>Multiple agendas of online communities </li></ul><ul><li>Community journalism influences press, TV and radio </li></ul><ul><li>Many touch points can result in a conflict of message </li></ul>
  11. 12. You can’t communicate <ul><li>Without learning to listen </li></ul>
  12. 13. The tools to listen <ul><li>Simply watching </li></ul><ul><ul><li>Google blog search </li></ul></ul><ul><ul><li>Ice rocket </li></ul></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>Blog pulse </li></ul></ul><ul><ul><li>Google news </li></ul></ul><ul><li>Detailed monitoring </li></ul><ul><ul><li>Onalytica </li></ul></ul><ul><ul><li>Market Sentinel </li></ul></ul><ul><ul><li>Buzz Metrics </li></ul></ul><ul><li>Useful tools </li></ul><ul><ul><li>Google trends </li></ul></ul><ul><ul><li>iGoogle </li></ul></ul><ul><ul><li>Sphinn </li></ul></ul><ul><ul><li>Digg </li></ul></ul>
  13. 14. Draw the battle lines <ul><li>What do you want to influence </li></ul><ul><li>When will you respond </li></ul><ul><li>How will you cultivate authenticity </li></ul><ul><li>What information is currency </li></ul><ul><li>How will you personalise conversations </li></ul><ul><li>When will you draft in legal </li></ul><ul><li>Draft procedures and protocols </li></ul>
  14. 15. Triage <ul><li>Is it true? </li></ul><ul><li>Put the criticism in context </li></ul><ul><ul><li>Is it on an influential site – assess and rank site </li></ul></ul><ul><ul><li>Who is the detractor – are they influential </li></ul></ul><ul><ul><li>Are others commenting </li></ul></ul><ul><li>Assess the seriousness of the attack - Accept some of the views, but don’t hide and don’t overreact </li></ul><ul><li>Is it affecting search ranking? </li></ul><ul><li>'Never pick a fight with someone who buys ink by the barrel' </li></ul>
  15. 16. Lies, lies and damn lies <ul><li>Act quickly </li></ul><ul><li>The truth will out - get the facts straight </li></ul><ul><li>Humour and self depreciation can help! </li></ul><ul><li>Be candid and declare your interest </li></ul><ul><li>Be brief, to the point and transparent </li></ul><ul><li>Don’t be emotional, heavy-handed, impolite or incorrect </li></ul><ul><li>Collaborate with other credible sources </li></ul><ul><li>Consider offline media and PPC </li></ul><ul><li>Yes involve lawyers – but only as a safeguard </li></ul>
  16. 17. Choose wisely <ul><li>Selecting the medium to respond </li></ul><ul><ul><li>Approach individual bloggers, commentators etc </li></ul></ul><ul><ul><li>Direct mail, email </li></ul></ul><ul><ul><li>Own site </li></ul></ul><ul><ul><li>Personal letter, statement, phone call </li></ul></ul>
  17. 19. <ul><li>Search engine </li></ul><ul><li>News search engines </li></ul><ul><li>Blog search engines </li></ul><ul><li>RSS </li></ul><ul><li>Coverage in online press </li></ul><ul><li>Blog posts </li></ul><ul><li>Forum debate </li></ul><ul><li>Social network buzz </li></ul><ul><li>Social news and bookmarking </li></ul><ul><li>RSS </li></ul>
  18. 20. It’s all about <ul><li>Influence the influencers </li></ul><ul><li>Connect with customers </li></ul><ul><li>Managing feedback </li></ul><ul><li>Delivering comms with a constant brand tone </li></ul><ul><li>Develop positive dialogue and relationship with constituents </li></ul><ul><li>Archiving positive brand comment </li></ul>
  19. 21. Customer Journey Activation Metric Become Aware Engage Learn Decide Purchase Post Purchase Active engagement with influencers and online authorities Offer social currency to ignite conversations and interest Create opportunities for dialogue and interaction to deepen the conversation and develop advocates Ensure wide off-website placement of informative content such as Info graphics Technical data and Video demonstration <ul><li>Content coverage </li></ul><ul><li>Clipping volume </li></ul><ul><li>Blog chatter analysis </li></ul><ul><li>Syndication analysis </li></ul><ul><li>Search engine visibility and rankings </li></ul><ul><li>Website links </li></ul><ul><li>Web traffic analysis (web analytics) </li></ul><ul><li>Referring websites and influencer numbers </li></ul>Develop close (often offline) relationship with advocates to garner positive recommendation from community Unique URLs and competition mechanics to drive web visits. Tracking URLs from influencer to purchase <ul><li>Sales volume </li></ul><ul><li>Sony-Style reference </li></ul><ul><li>CRM registration verification </li></ul>Continued conversation development to ensure positive sentiment and sales affirmations (generating further advocates) <ul><li>Sentiment analysis </li></ul><ul><li>Clippings volume </li></ul>
  20. 22. Hotel Chocolat Easter Egg hunt
  21. 23. Chris Bishop <ul><li>1 of 4 to graduate with the UK’s first e-business degree </li></ul><ul><li>Began in online media in 1999 as a publisher and owner of an online sports network </li></ul><ul><li>Create & Innovate, Johnson & Johnson, TradeDoubler and currently Hotel Chocolat… </li></ul><ul><li>“ Outstanding Personal Contribution to Affiliate Marketing&quot; award and short-listed for “Publisher Manager of the Year” A4UExpo 2007. </li></ul><ul><li>Support Bolton Wanderers & love Belvedere Vodka! </li></ul>
  22. 24. Hotel Chocolat <ul><li>15 years old! </li></ul><ul><li>DM background </li></ul><ul><li>Re-brand in 2003 </li></ul><ul><li>First store 2004 </li></ul><ul><li>US launch 2007 </li></ul>
  23. 25. Why online PR <ul><li>Tapping into the Google economy </li></ul><ul><ul><li>Underpins search marketing (PPC) </li></ul></ul><ul><ul><li>Organic link building </li></ul></ul><ul><li>Supports affiliate marketing and partnerships </li></ul><ul><li>Maintains a positive profile of off-website content and recommendation </li></ul><ul><li>Amplifies marketing channels </li></ul><ul><li>Common sense approach to delivering more sales </li></ul>
  24. 26. Creating positive chatter
  25. 27. Objectives <ul><li>Increasing Hotel Chocolat’s presence online – including search engine rankings, relevant mainstream and niche websites, and within social media conversation </li></ul><ul><li>Driving traffic to the Hotel Chocolat website </li></ul><ul><li>Delivering tangible return on investment </li></ul>
  26. 28. Activity <ul><li>Hotel Chocolat Easter egg reviews </li></ul><ul><li>The Hotel Chocolat ‘Virtual Easter Egg Hunt’ and nine partner competitions </li></ul><ul><li>The Niblingtons Easter Guide </li></ul><ul><li>Six weeks only </li></ul>
  27. 29. Targeted <ul><li>Food & drink </li></ul><ul><li>Women’s lifestyle </li></ul><ul><li>Shopping, gifting, luxury buys </li></ul><ul><li>Competitions </li></ul><ul><li>Family </li></ul><ul><li>Diary bloggers </li></ul>
  28. 30. Measuring <ul><li>Trackable visits </li></ul><ul><li>Correlations to sales </li></ul><ul><li>Analysis of conversion and time spend </li></ul><ul><li>Not Fluffy PR at all! </li></ul>
  29. 31. Blogs and online media <ul><li>Nine influential blogs partnered with Hotel Chocolat to run the ‘online Easter egg hunt’ </li></ul><ul><li>Guardian Unlimited front page </li></ul><ul><li>Widespread pick-up in traditional media online and throughout the blogosphere. </li></ul>
  30. 32. Results
  31. 34. Driving out negative comment <ul><li>Visibility still high today (almost a year later) </li></ul>
  32. 35. Five take-aways <ul><li>Learn to listen to online chatter </li></ul><ul><li>Understand the importance of advocacy and not just product/store information </li></ul><ul><li>Create relationships with influencers </li></ul><ul><li>Gather internal support </li></ul><ul><li>Watch for the next big think – keep up with online social media innovation </li></ul>
  33. 36. <ul><li>Thank you </li></ul><ul><li>for </li></ul><ul><li>Full ‘brands in social media’ research </li></ul><ul><li>Email me (Katy Howell): </li></ul><ul><li>[email_address] </li></ul>