Mesh 08: Reputation Monitoring Ladner

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Sam Ladner's presentation on reputation monitoring and management at MESH08 Toronto.

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Mesh 08: Reputation Monitoring Ladner

  1. 1. Reputation management and monitoring Sam Ladner, PhD MESH 2008
  2. 2. What is a “reputation?”
  3. 3. The Looking Glass Self
  4. 4. I wonder if she likes my 1. We imagine how we outfit. appear to others.
  5. 5. That’s a really great tie. She 2. We imagine how thinks I’m shallow. others judge that appearance.
  6. 6. Oh you think so? I didn’t even look when I put it 3. We react to that on. imagined judgment.
  7. 7. What the…? This is no way to manage a reputation.
  8. 8. The Online Self
  9. 9. 1. Hidden Online sources lack contextual cues we take for granted in the off-line world. The New Yorker The digitization of word-of-mouth: Promise and challenges of online reputation systems C Dellarocas - Management Science, 2003
  10. 10. !!!!! !? ?? $$ !!?$ 2. Digital !!$ Online interactions are easily broken down, re-arranged, “mashed up” and aggregated.
  11. 11. 3. Proliferating a. 48% of North Americans participate in social computing b. 30% of Americans of have posted online ratings c. But! The average Canadian spent 35% more minutes talking on the phone on 2003 than in 1997 Forrester Research; Statistics Canada
  12. 12. “Measurement is...the assignment of numerals to things as to represent facts.” S. S. Stevens. 1946. “On the Theory of Scales of Measurement.” Science. Vol 103. No. 2684
  13. 13. Ceci n’est pas un réputation.
  14. 14. s=√Σd2/n- 1? How do you measure an z = 1.96 online reputation?
  15. 15. Reputation Measurement Options Are we being How are we Can we judged? being respond to judged? that judgment? Social media analytics ✔ ✔ tools Social media observation ✔✔ ✔✔ tools Social media response ✔✔ ✔✔✔ ✔ tools
  16. 16. Reputation Measurement Options Are we being How are we Can we judged? being respond to judged? that judgment? Social media analytics ✔ $ tools Social media ✔ ✔ observation $$$ tools Social media response ✔ ✔ $$$ ✔ tools
  17. 17. • Technorati • Digg.com Social media analytics tools • Del.icio.us • Google Trends • ePinions.com • Web analytics
  18. 18. What are people saying? How reputable are the people talking? What kinds of media are people posting?
  19. 19. Analysis still required! No aggregation
  20. 20. Authenticity Some aggregation
  21. 21. Are we How are we Can we being being respond to judged? judged? that judgment? Technorati ✔ ✔ ePinions ✔✔ ✔ Google Trends ✔ Web analytics ✔ Delicious ✔ Digg.com ✔✔ ✔
  22. 22. • Neilsen Buzz Metrics Social media • Cymfony observation tools
  23. 23. 10th most Most frequently frequently mentioned mentioned Nostalgic Health references references
  24. 24. Are we How are we Can we being being respond to judged? judged? that judgment? BuzzMetrics ✔✔ ✔✔ Cymfony ✔✔ ✔✔✔
  25. 25. • Umbria • TruCast Social media response tools
  26. 26. Segmentation analysis Brand mentions
  27. 27. Reputation sentiment Blogger targeting and tracking
  28. 28. Are we How are we Can we being being respond to judged? judged? that judgment? TruCast ✔✔✔ ✔✔✔ ✔✔ Umbria ✔✔✔ ✔✔✔ ✔
  29. 29. • Systematic • Develop standard metrics; stick to them • Regular • Measure at Best practices consistent intervals • Governed • Assign accountability for metrics • Create a task force
  30. 30. ….? Conversation !....!!
  31. 31. Sam Ladner, PhD samladner@mac.com http://designresearch.wordpress.c om

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