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Are you ready to manage your company's reputation?


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The MD of KMP Digitata, Jon Keefe presents the case for companies to use social media as part of the Marketing Strategy, as well as stressing the importance of making sure that your company is ready to manage the workload of social media.

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Are you ready to manage your company's reputation?

  1. 1. Are you ready to manage your company’s reputation? Presented by Jon Keefe Reputation management May 2009
  2. 2. Why bother with social media? <ul><li>The average amount of time per day that UK people spend on has more than trebled from less than 10 minutes a year ago to half an hour now. [Source: Hitwise, January 2009] </li></ul><ul><li>In August 2008, 14.5m people in the U.K. visited at least one blog, representing 41% of the total U.K. Internet audience.[Source: comScore, Oct 2008] </li></ul><ul><li>By 2013, an estimated 52% of Internet users will be regular social network visitors. [Source: eMarketer, February 2009] </li></ul><ul><li>The amount of UK web traffic retailers receive from social networks increased by 153% in the first nine months of 2007. [Source: Hitwise, via Econsultancy blog, Oct 2007] </li></ul>
  3. 4. Corporate vs personal motives <ul><li>Personal social media </li></ul><ul><li>Sharing information </li></ul><ul><li>Reconnecting with friends </li></ul><ul><li>Watching others </li></ul><ul><li>No real rules </li></ul><ul><li>Corporate social media </li></ul><ul><li>Customer Service </li></ul><ul><li>Promotional Messages </li></ul><ul><li>Shareholder Value </li></ul><ul><li>Transparency </li></ul><ul><li>Brand Rules </li></ul>Fuel Individual Social Ego Deliver business goals
  4. 5. Social media planning
  5. 6. 5 challenges in enabling your Company <ul><li>How to convince the powers that be of the value of social media </li></ul><ul><li>Finding the space for social media in the business plan </li></ul><ul><li>Identifying skills necessary to engage with your audiences </li></ul><ul><li>The resource necessary to deliver a SM strategy </li></ul><ul><li>Creating the rules of engagement </li></ul>
  6. 7. Convincing the powers that be <ul><li>Cite referenceable case studies </li></ul><ul><ul><li>Dell says Twitter has produced $1 million in revenue over the past year and a half through sale alerts. </li></ul></ul><ul><ul><li>Starbucks VIA an original tweet had been retweeted 104 times in the last 24 hours. The total reach of those 104 tweets was 60,220! </li></ul></ul><ul><li>Research other corporate social media players </li></ul><ul><ul><li>BMW, Zappos shoes, Ford, Starbucks </li></ul></ul><ul><li>Build your own case Study </li></ul><ul><ul><li>Manchester Airport - Olly Cat Facebook group -740 friends plus Channel 5 News and MEN coverage ! </li></ul></ul><ul><ul><li>Internal Blog – Prove engagement with peers </li></ul></ul>
  7. 8. Convincing the powers that be <ul><li>Some names to follow for tips and opportunities </li></ul><ul><ul><li>Brian Solis – ( ) </li></ul></ul><ul><ul><li>Jeff Jarvis – ( ) </li></ul></ul><ul><ul><li>Richard Binhammer - Dell ( ) </li></ul></ul><ul><ul><li>Michael Brito – Intel ( ) </li></ul></ul><ul><ul><li>Chris Brogan – President of New Marketing Labs ( ) </li></ul></ul><ul><ul><li>Jeremiah Owyang – Forrester ( ) </li></ul></ul><ul><ul><li>Scott Monty – Head of social media at Ford. ( ) </li></ul></ul><ul><li>Websites </li></ul><ul><ul><li> - 100% more influence than its closest rival for the key topic “social media” </li></ul></ul><ul><ul><li> - B log focused exclusively on Web 2.0 and Social Networking news </li></ul></ul><ul><ul><li> - a network of technology focused sites offering a wide range of content and new media. </li></ul></ul>
  8. 9. Getting SM into the business plan <ul><li>Improving stakeholder relationships – Customer Service </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>BakerTweet Box - Albion bakery and cafe in east London </li></ul></ul><ul><li>Building on the brand values </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><ul><li>Follow Manchester airport on Twitter and receive live flight arrivals and departures info on demand reinforcing the “ easy and seamless customer first” value </li></ul></ul></ul><ul><ul><li>User Generated Content </li></ul></ul><ul><ul><ul><li>Crowd sourced reviews on domain i.e. Zappos shoes </li></ul></ul></ul><ul><li>Generating Revenue </li></ul><ul><ul><li> a forum with a proven ad revenue, sponsorship model </li></ul></ul><ul><ul><li>Widget advertising – eg blog ads </li></ul></ul><ul><li>Cost saving </li></ul><ul><ul><li>How much does it cost to do something now and can it be done cheaper via SM? </li></ul></ul><ul><ul><ul><li>Drive traffic to a website using SM vs PPC for example </li></ul></ul></ul><ul><ul><ul><li>Fielding customer service enquiries at a blog rather than at call centre </li></ul></ul></ul><ul><ul><ul><li>Crowd sourced images used as your content via Flickr – </li></ul></ul></ul>
  9. 10. Identifying the skills necessary
  10. 11. <ul><li>An average Engagement Plan on a weekly basis might include:- </li></ul><ul><li>Research and writing blog posts – 7 hours </li></ul><ul><li>Commenting and posting on target influencers blogs and forums – 3.5 hours </li></ul><ul><li>Direct contact with Influencers - 1 hour </li></ul><ul><li>Forum moderation – 5 hours </li></ul><ul><li>Facebook Group management – 1 hour </li></ul><ul><li>Twitter management, managing & seeking followers and tweeting – 2 hours </li></ul><ul><li>Managing social bookmark profiles e.g. delicious – 2hours </li></ul><ul><li>Slideshare account management – 2 hours </li></ul><ul><li>You Tube Channel management – 3 hours </li></ul>Example Social media management
  11. 12. Creating the rules of engagement Tone Persona Phraseology Brand guidelines for content authors
  12. 13. Creating the rules of engagement <ul><li>Moderation of forums and guest comments </li></ul><ul><li>Blogpost style and content </li></ul><ul><ul><li>Conversational </li></ul></ul><ul><ul><li>Signposting links </li></ul></ul><ul><li>Commenting </li></ul><ul><ul><li>Conversational </li></ul></ul><ul><ul><li>Signposting links </li></ul></ul><ul><li>Tagging in line with social media trends </li></ul><ul><li>Keyword strategy in line with SEO/SEM strategy </li></ul><ul><li>Link strategy </li></ul><ul><li>Legals </li></ul>
  13. 14. <ul><li>Thank you, any questions? </li></ul>[email_address] or 0870 868 8900