E-reputation has become an important concern for firms
Pampers, Nestlé and other brands have already paid the heavy price of fan attacks (Champoux et al., 2012; Paul Gillin, 2012; Steel, 2010).
The observation of the buzz and more particularly of the negative buzz (bad buzz) is important (Cuvelier, Aufaure, 2011)
Attacks on Facebook are more frequent and research is required to better understand and counteract them
Facebook provides an unprecedented opportunity for brands to connect and engage with consumers through its ability to foster connections, self-expression, entertainment and discovery. However, marketers must develop strategies that respect how consumers use Facebook primarily for personal rather than professional reasons. Successful approaches align with Facebook's entertainment paradigm and focus on building trust by demonstrating an understanding of consumer priorities.
Social Media Strategies for Small to Medium BusinessesDayn Wilberding
This Social Media Strategies presentation was developed for the FORGE Marketing Summit in Lake Oswego, OR.
1. Introducing Social Influence Marketing (SIM)
2. Boring social media statistics (social is mainstream)
3. A Guide to Social Strategy (always in work)
4. Steal these local campaigns (case studies
Six patterns of persuasion in online social networksKrishna De
This document discusses six patterns of persuasion that are used by successful Facebook applications to spread virally. Four "native" patterns leverage Facebook's functionality, including: 1) "Provoke and Retaliate", where users take actions like throwing snowballs at each other, encouraging reciprocal responses; and 2) "Expression", where users create artifacts to express identity. Two "adapted" patterns include: 1) "Competition" where users compete for achievements or levels; and 2) "Deception" through fake buttons or install tabs. The patterns are explained with examples and psychological theories to understand their persuasive power.
Fan Identification, Twitter Use, & Social Identity Theory in Sportdaronvaught
This .pdf is a literature review written in the Fall of 2013 by Daron Vaught on the effects of social media (namely Twitter) on the processes of fan identification as they pertain to social identity theory.
The document presents a framework called the "honeycomb of social media" that categorizes the building blocks of social media into 7 categories: identity, conversations, sharing, presence, relationships, reputation, and groups. It explains each building block and its implications for businesses. Businesses can use this framework to understand social media functionality, engage with customers, and develop appropriate social media strategies tailored to each building block. The framework helps businesses make sense of the complex social media landscape and how to monitor, understand, and respond to different social activities.
Social media has reshaped social networks and interactions in advertising. It has transitioned marketing from one-way communication to two-way engagement where consumers can like, share, and comment about brands. While only a small portion of advertising dollars are currently spent on social media campaigns, this percentage is growing. Brands are focusing on cultivating relationships and loyalty through meaningful engagement and content on social platforms like Facebook and Twitter. Hashtags have also become important for increasing visibility and measuring responses to campaigns. Marketers are advised to choose the most appropriate social media for their target audience and build a strong profile through regular posting and interaction.
Social media? It’s serious! Understanding the dark side of social mediaIan McCarthy
Research and practice have mostly focused on the “bright side” of social media, aiming to understand and help in leveraging the manifold opportunities afforded by this technology. However, it is increasingly observable that social media present enormous risks for individuals, communities, firms, and even the whole of society. Examples for this “dark side” of social media include cyberbullying, addictive use, trolling, online witch hunts, fake news, and privacy abuse. In this article, we aim to illustrate the multidimensionality of the dark side of social media and describe the related various undesirable outcomes. To do this, we adapt the established social media honeycomb framework to explain the dark side implications of each of the seven functional building blocks: conversations, sharing, presence, relationships, reputation, groups, and identity. On the basis of these reflections, we present a number of avenues for future research, so as to facilitate a better understanding and use of social media.
Facebook provides an unprecedented opportunity for brands to connect and engage with consumers through its ability to foster connections, self-expression, entertainment and discovery. However, marketers must develop strategies that respect how consumers use Facebook primarily for personal rather than professional reasons. Successful approaches align with Facebook's entertainment paradigm and focus on building trust by demonstrating an understanding of consumer priorities.
Social Media Strategies for Small to Medium BusinessesDayn Wilberding
This Social Media Strategies presentation was developed for the FORGE Marketing Summit in Lake Oswego, OR.
1. Introducing Social Influence Marketing (SIM)
2. Boring social media statistics (social is mainstream)
3. A Guide to Social Strategy (always in work)
4. Steal these local campaigns (case studies
Six patterns of persuasion in online social networksKrishna De
This document discusses six patterns of persuasion that are used by successful Facebook applications to spread virally. Four "native" patterns leverage Facebook's functionality, including: 1) "Provoke and Retaliate", where users take actions like throwing snowballs at each other, encouraging reciprocal responses; and 2) "Expression", where users create artifacts to express identity. Two "adapted" patterns include: 1) "Competition" where users compete for achievements or levels; and 2) "Deception" through fake buttons or install tabs. The patterns are explained with examples and psychological theories to understand their persuasive power.
Fan Identification, Twitter Use, & Social Identity Theory in Sportdaronvaught
This .pdf is a literature review written in the Fall of 2013 by Daron Vaught on the effects of social media (namely Twitter) on the processes of fan identification as they pertain to social identity theory.
The document presents a framework called the "honeycomb of social media" that categorizes the building blocks of social media into 7 categories: identity, conversations, sharing, presence, relationships, reputation, and groups. It explains each building block and its implications for businesses. Businesses can use this framework to understand social media functionality, engage with customers, and develop appropriate social media strategies tailored to each building block. The framework helps businesses make sense of the complex social media landscape and how to monitor, understand, and respond to different social activities.
Social media has reshaped social networks and interactions in advertising. It has transitioned marketing from one-way communication to two-way engagement where consumers can like, share, and comment about brands. While only a small portion of advertising dollars are currently spent on social media campaigns, this percentage is growing. Brands are focusing on cultivating relationships and loyalty through meaningful engagement and content on social platforms like Facebook and Twitter. Hashtags have also become important for increasing visibility and measuring responses to campaigns. Marketers are advised to choose the most appropriate social media for their target audience and build a strong profile through regular posting and interaction.
Social media? It’s serious! Understanding the dark side of social mediaIan McCarthy
Research and practice have mostly focused on the “bright side” of social media, aiming to understand and help in leveraging the manifold opportunities afforded by this technology. However, it is increasingly observable that social media present enormous risks for individuals, communities, firms, and even the whole of society. Examples for this “dark side” of social media include cyberbullying, addictive use, trolling, online witch hunts, fake news, and privacy abuse. In this article, we aim to illustrate the multidimensionality of the dark side of social media and describe the related various undesirable outcomes. To do this, we adapt the established social media honeycomb framework to explain the dark side implications of each of the seven functional building blocks: conversations, sharing, presence, relationships, reputation, groups, and identity. On the basis of these reflections, we present a number of avenues for future research, so as to facilitate a better understanding and use of social media.
Social media metrics & analytics social media metrics & analyticsAllan Meira
This document discusses various metrics and analytics for measuring social media performance. It outlines key performance indicators for major platforms like Facebook, Twitter, and YouTube. These include metrics like follower counts, likes, shares, comments, and click-through rates. The document also discusses network analysis and how this can be used to map relationships and identify influential users. Visualizing these networks can help find communities and highlight important connections between users. Overall, the text provides an overview of different analytical tools for understanding user engagement and impact across social media.
This document summarizes and evaluates several leading social media influence metrics, including Klout and PeerIndex. It discusses what each metric claims to measure, how influence scores are calculated, and limitations of the models. The key findings are that while these services aim to measure a user's ability to influence others, there is little evidence that higher scores actually correlate with changes in consumer behavior or opinions. Correlation between social activities does not necessarily prove causation of influence.
The document analyzes how Barack Obama's 2008 presidential campaign effectively used new communication technologies like social media, YouTube, and text messaging to engage voters, especially young voters. It discusses various communication theories to understand how the campaign's use of these new media encouraged voter participation. Specifically, it examines how the campaign utilized social networking sites like Facebook and Twitter as well as viral videos on YouTube to better connect with supporters and give them a sense of involvement in the political process.
Social Media Monitoring & Measurement 09.22.09Kelly Kearney
This document discusses social media monitoring and measurement. It notes that social media usage is widespread, with billions of photos, videos, and tweets everyday. However, only 16% of companies measure their return on investment from social media programs. The document provides advice on how to start monitoring social media by listening to audiences and understanding their needs. It also outlines benefits like improved customer service and competitive intelligence. Lastly, it stresses that goals should determine the metrics used to measure impact.
This document discusses the negative effects of social media that have become more prominent. It begins by highlighting how social media has negatively impacted people's behavior by causing them to constantly focus on their mobile devices rather than engage with their real-world surroundings. The document then analyzes ten serious consequences of social media for modern society, such as addiction, security issues, economic deficits, and more. It concludes by proposing ways to address these problems, including promoting concepts like "Slow Tech" that encourage more mindful social media use.
This document discusses psychology research on social media and its implications for design. It summarizes two projects: CoCollage, which promoted community in cafes through a shared online collage, and Pathable, which enabled social networking and community building at conferences. CoCollage studies found it increased place attachment and interactions over time for those seeking new connections. Pathable helped attendees meet goals by providing profiles, matchmaking, and tools to seed and nurture online and offline communities before, during and after events. The research emphasized understanding user goals and social contexts to design technologies that facilitate real-world relationships and communities.
New Media, New Influencers and Implications for Public Relationsmmmkatya
This document summarizes a research study on how new influencers and social media are impacting public relations. The study utilized a survey of 297 PR and marketing professionals and conducted case studies of 7 organizations. Key findings include:
- New influencers like bloggers are challenging traditional media and giving consumers a voice
- Organizations are using social media like blogs, videos and networks to communicate directly with audiences
- Relationships and conversations are replacing one-way messaging as social media enables two-way engagement
- Measuring the effects of social media efforts remains a challenge for communicators
The full report provides recommendations to help professionals navigate the changing influence landscape.
Politicians are increasingly using social media to connect with constituents and shape political campaigns. Barack Obama's 2008 presidential campaign set a precedent by leveraging sites like Facebook, Twitter, YouTube, and blogs to raise funds, organize supporters, and spread his message virally. Now, politicians at all levels are adopting social media strategies to engage citizens, share information, solicit feedback, and track opinions. However, improper use of these new tools can damage reputations through unintended information releases or inconsistent messaging. Effective social media requires ongoing interaction and content to build trust with supporters online.
The document discusses how Facebook functions similarly to Foucault's concept of disciplinary power through hierarchical observation, normalization, and examination. It analyzes how Facebook profiles standardize identity presentation, allow for constant peer observation and comparison, and encourage conformity to norms through mechanisms like "liking" that judge how well users live up to their identities and relationships. The relationship status feature is used as a case study to show how Facebook's structure shapes user behavior to clearly define and display romantic connections according to standardized options and expectations of validation.
Nonprofits can benefit greatly from using social media effectively. Social media allows nonprofits to connect directly with supporters and donors to build deeper relationships. It provides a cost-effective way to boost awareness, engage supporters, and potentially increase donations. The document provides examples of how nonprofits like Darius Goes West and Amnesty UK have successfully used social platforms like YouTube, Facebook, and Twitter to further their missions and raise funds. It stresses the importance of consistently interacting with supporters and tailoring messaging to different target audiences when using social media.
The document outlines an agenda for a two-day corporate social media workshop. The workshop will cover trends in social media, strategies for implementing social media tools in organizations, learning from successful social media campaigns, and using social media in crises. The agenda includes sessions on social networks, corporate blogs, social media campaigns, branding and identity on Google, and introducing and measuring social media.
Kaplan & Haenlein - Users of the world, unite - the challenges and opportunit...ESCP Exchange
The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term ‘‘Social Media’’ exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.
This document summarizes a research study that analyzed factors influencing consumer subscription rates for various social networking sites like Facebook, LinkedIn, Twitter, and Google+. Through surveys and statistical analysis, the researchers identified several key factors that positively influence user attitudes and intentions to use social networks. These included applications, security/privacy features, ability to create a personal image, and level of interactivity. The study found that Facebook in particular benefits from factors like entertainment applications, photo sharing, and status as a trend or style statement among young users.
The document discusses different social media platforms for business use including Facebook, Twitter, and YouTube. It provides information on setting up accounts and pages for each platform, guidelines for creating effective content, and tips for determining which platform is best based on the business's goals and target audience. The key aspects covered are choosing the right platform, setting up profiles and pages, using hashtags and features like videos and photos, and developing a content strategy.
The two sides of social media friendship - Presentation at GOR 2016Christian Bosau
This study can show that 'making friends' in social networks is kind of a double edged sword.
While on the one hand more friends can improve the social well being - by e.g. fostering the users' self-esteem through giving of likes -, on the other hand two many friends in social networks lead to a decrease in social well being.
This presentation discusses how businesses can use social media for effective word-of-mouth marketing. It explains that word-of-mouth marketing is the most trusted form of advertising, as people rely more on recommendations from others than traditional ads. The rise of the internet and social media has allowed word-of-mouth conversations to spread more widely. The presentation provides examples of social media platforms and advises businesses to choose the ones where their target audiences engage most. It also stresses the importance of measuring engagement metrics to understand the return on investment of social media marketing efforts.
1) Social media is hurting society by devaluing face-to-face interaction and personal relationships as people develop a habit of constantly checking social media. It also allows for anonymous bullying online.
2) While social media enables greater civic engagement like supporting causes, it also helps groups like ISIS plan attacks. It threatens privacy as user data is collected and used for targeted advertising.
3) Social media is negatively impacting industries like journalism as people get news and media for free online instead of paying for publications. It also enables new forms of anonymous bullying in schools.
Marc Smith - Charting Collections of Connections in Social Media: Creating Ma...Saratoga
Marc Smith discusses social network analysis of social media data. He outlines six types of social media networks: polarized crowds, tight crowds, brand clusters, community clusters, broadcast networks, and support networks. Each network type reflects different social dynamics. Smith advocates using social network mapping tools like NodeXL to analyze topics on social media to identify influential users, subgroups, and opportunities for shaping conversations.
Honey-pot profiles and malevolent e-reputation attacks on FacebookNasri Messarra
The document discusses using "honeypot profiles" on Facebook to attract engaged fans of a target brand or group. It describes three methods for attracting friends to these honeypot profiles: common interests, popular friends, and impersonation. These optimized networks of engaged users can then be strategically used to influence brands or spread information organically without being banned from pages. While raising ethical questions, the authors argue this demonstrates how profiles can manipulate networks and that brands should be aware and prepared for future evolutions.
Anvil's Heather English and Nathan Lattanzzi presented this social media workshop. They discussed everything from how to use multiple social platforms effectively to how important it is to set aside a budget and test, measure and optimize your content.
The reputation amplifier system is a way to automate requesting reviews from customers while also helping with quality control. Our sophisticated, revolutionary technique maximizes accuracy and speed for each reputation amplifier campaign.
Social media metrics & analytics social media metrics & analyticsAllan Meira
This document discusses various metrics and analytics for measuring social media performance. It outlines key performance indicators for major platforms like Facebook, Twitter, and YouTube. These include metrics like follower counts, likes, shares, comments, and click-through rates. The document also discusses network analysis and how this can be used to map relationships and identify influential users. Visualizing these networks can help find communities and highlight important connections between users. Overall, the text provides an overview of different analytical tools for understanding user engagement and impact across social media.
This document summarizes and evaluates several leading social media influence metrics, including Klout and PeerIndex. It discusses what each metric claims to measure, how influence scores are calculated, and limitations of the models. The key findings are that while these services aim to measure a user's ability to influence others, there is little evidence that higher scores actually correlate with changes in consumer behavior or opinions. Correlation between social activities does not necessarily prove causation of influence.
The document analyzes how Barack Obama's 2008 presidential campaign effectively used new communication technologies like social media, YouTube, and text messaging to engage voters, especially young voters. It discusses various communication theories to understand how the campaign's use of these new media encouraged voter participation. Specifically, it examines how the campaign utilized social networking sites like Facebook and Twitter as well as viral videos on YouTube to better connect with supporters and give them a sense of involvement in the political process.
Social Media Monitoring & Measurement 09.22.09Kelly Kearney
This document discusses social media monitoring and measurement. It notes that social media usage is widespread, with billions of photos, videos, and tweets everyday. However, only 16% of companies measure their return on investment from social media programs. The document provides advice on how to start monitoring social media by listening to audiences and understanding their needs. It also outlines benefits like improved customer service and competitive intelligence. Lastly, it stresses that goals should determine the metrics used to measure impact.
This document discusses the negative effects of social media that have become more prominent. It begins by highlighting how social media has negatively impacted people's behavior by causing them to constantly focus on their mobile devices rather than engage with their real-world surroundings. The document then analyzes ten serious consequences of social media for modern society, such as addiction, security issues, economic deficits, and more. It concludes by proposing ways to address these problems, including promoting concepts like "Slow Tech" that encourage more mindful social media use.
This document discusses psychology research on social media and its implications for design. It summarizes two projects: CoCollage, which promoted community in cafes through a shared online collage, and Pathable, which enabled social networking and community building at conferences. CoCollage studies found it increased place attachment and interactions over time for those seeking new connections. Pathable helped attendees meet goals by providing profiles, matchmaking, and tools to seed and nurture online and offline communities before, during and after events. The research emphasized understanding user goals and social contexts to design technologies that facilitate real-world relationships and communities.
New Media, New Influencers and Implications for Public Relationsmmmkatya
This document summarizes a research study on how new influencers and social media are impacting public relations. The study utilized a survey of 297 PR and marketing professionals and conducted case studies of 7 organizations. Key findings include:
- New influencers like bloggers are challenging traditional media and giving consumers a voice
- Organizations are using social media like blogs, videos and networks to communicate directly with audiences
- Relationships and conversations are replacing one-way messaging as social media enables two-way engagement
- Measuring the effects of social media efforts remains a challenge for communicators
The full report provides recommendations to help professionals navigate the changing influence landscape.
Politicians are increasingly using social media to connect with constituents and shape political campaigns. Barack Obama's 2008 presidential campaign set a precedent by leveraging sites like Facebook, Twitter, YouTube, and blogs to raise funds, organize supporters, and spread his message virally. Now, politicians at all levels are adopting social media strategies to engage citizens, share information, solicit feedback, and track opinions. However, improper use of these new tools can damage reputations through unintended information releases or inconsistent messaging. Effective social media requires ongoing interaction and content to build trust with supporters online.
The document discusses how Facebook functions similarly to Foucault's concept of disciplinary power through hierarchical observation, normalization, and examination. It analyzes how Facebook profiles standardize identity presentation, allow for constant peer observation and comparison, and encourage conformity to norms through mechanisms like "liking" that judge how well users live up to their identities and relationships. The relationship status feature is used as a case study to show how Facebook's structure shapes user behavior to clearly define and display romantic connections according to standardized options and expectations of validation.
Nonprofits can benefit greatly from using social media effectively. Social media allows nonprofits to connect directly with supporters and donors to build deeper relationships. It provides a cost-effective way to boost awareness, engage supporters, and potentially increase donations. The document provides examples of how nonprofits like Darius Goes West and Amnesty UK have successfully used social platforms like YouTube, Facebook, and Twitter to further their missions and raise funds. It stresses the importance of consistently interacting with supporters and tailoring messaging to different target audiences when using social media.
The document outlines an agenda for a two-day corporate social media workshop. The workshop will cover trends in social media, strategies for implementing social media tools in organizations, learning from successful social media campaigns, and using social media in crises. The agenda includes sessions on social networks, corporate blogs, social media campaigns, branding and identity on Google, and introducing and measuring social media.
Kaplan & Haenlein - Users of the world, unite - the challenges and opportunit...ESCP Exchange
The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term ‘‘Social Media’’ exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.
This document summarizes a research study that analyzed factors influencing consumer subscription rates for various social networking sites like Facebook, LinkedIn, Twitter, and Google+. Through surveys and statistical analysis, the researchers identified several key factors that positively influence user attitudes and intentions to use social networks. These included applications, security/privacy features, ability to create a personal image, and level of interactivity. The study found that Facebook in particular benefits from factors like entertainment applications, photo sharing, and status as a trend or style statement among young users.
The document discusses different social media platforms for business use including Facebook, Twitter, and YouTube. It provides information on setting up accounts and pages for each platform, guidelines for creating effective content, and tips for determining which platform is best based on the business's goals and target audience. The key aspects covered are choosing the right platform, setting up profiles and pages, using hashtags and features like videos and photos, and developing a content strategy.
The two sides of social media friendship - Presentation at GOR 2016Christian Bosau
This study can show that 'making friends' in social networks is kind of a double edged sword.
While on the one hand more friends can improve the social well being - by e.g. fostering the users' self-esteem through giving of likes -, on the other hand two many friends in social networks lead to a decrease in social well being.
This presentation discusses how businesses can use social media for effective word-of-mouth marketing. It explains that word-of-mouth marketing is the most trusted form of advertising, as people rely more on recommendations from others than traditional ads. The rise of the internet and social media has allowed word-of-mouth conversations to spread more widely. The presentation provides examples of social media platforms and advises businesses to choose the ones where their target audiences engage most. It also stresses the importance of measuring engagement metrics to understand the return on investment of social media marketing efforts.
1) Social media is hurting society by devaluing face-to-face interaction and personal relationships as people develop a habit of constantly checking social media. It also allows for anonymous bullying online.
2) While social media enables greater civic engagement like supporting causes, it also helps groups like ISIS plan attacks. It threatens privacy as user data is collected and used for targeted advertising.
3) Social media is negatively impacting industries like journalism as people get news and media for free online instead of paying for publications. It also enables new forms of anonymous bullying in schools.
Marc Smith - Charting Collections of Connections in Social Media: Creating Ma...Saratoga
Marc Smith discusses social network analysis of social media data. He outlines six types of social media networks: polarized crowds, tight crowds, brand clusters, community clusters, broadcast networks, and support networks. Each network type reflects different social dynamics. Smith advocates using social network mapping tools like NodeXL to analyze topics on social media to identify influential users, subgroups, and opportunities for shaping conversations.
Honey-pot profiles and malevolent e-reputation attacks on FacebookNasri Messarra
The document discusses using "honeypot profiles" on Facebook to attract engaged fans of a target brand or group. It describes three methods for attracting friends to these honeypot profiles: common interests, popular friends, and impersonation. These optimized networks of engaged users can then be strategically used to influence brands or spread information organically without being banned from pages. While raising ethical questions, the authors argue this demonstrates how profiles can manipulate networks and that brands should be aware and prepared for future evolutions.
Anvil's Heather English and Nathan Lattanzzi presented this social media workshop. They discussed everything from how to use multiple social platforms effectively to how important it is to set aside a budget and test, measure and optimize your content.
The reputation amplifier system is a way to automate requesting reviews from customers while also helping with quality control. Our sophisticated, revolutionary technique maximizes accuracy and speed for each reputation amplifier campaign.
The Future of Reputation - People's Insights MagazineMSL
Our reputation management experts in France, Brazil, the US, UK, Germany, India, the Netherlands, China and Poland, explore the evolving definition of reputation, how it can be protected, and how its sustainability can be assured for the future.
Reputation Monitoring & Protection: DATA EVERYWHEREJen Jamar
Presentation by Jen Jamar & Michelle Stinson Ross at Zenith Digital Marketing Conference 2016 #Zenith2016
Session description:
There is a nearly zen relationship between a person or company’s actual BEHAVIOR in the world and the ensuing “reputation” which must be monitored, managed, triaged, contained, grown and/or amplified to advantage.
In other words, even if your company is being trolled by idiots and lauded by loyalists, there’s a more DIRECT relationship between how your company IS in the world and what the Internet SAYS IT IS.
This session will support attendees to:
-Self audit by listening to brand, competitor and category keywords on the right spectrum of channels
-Take a closer look inward to parse what the Internet SAYS you are vs. who you really are. B.S.U.R.S.I.M.I.M (Be as you are, as I am I am)
-Appreciate opportunities by way of examples where other companies and individuals benefitted from positive chatter and look for opportunities yourself
-Experience reputation nightmares through the eyes of many failed companies and learn to not repeat their follies
-Handle trolls who don’t care how good your company is and simply want to say bad things about you (and the wisdom to know the difference)
-Discern if a channel-chatter-challenge is above the listener’s pay grade and when to involve stakeholders and legal
-Get A guided tour of our panelists’ favorite listening tools
-BONUS! Repurpose reputation data for psychographic targeting
Join our panel of hardened Internet war heroes and hold onto your lovin’ hats. When this session is over, you may have a new take on reputation and how your company behaves.
Online Reputation Marketing – How Optimizing Brand Presence Impacts your Reve...Subhakar Rao Surapaneni
The presentation explains the importance of practices of online reputation marketing. Online brand identity is the lifeblood for brands to thrive in the business competition. Business reputation is all about online reviews, comments and likes. One negative review can tarnish years of service & reputation built by brands. The PPT explains tools and dynamic ways how brands should safeguard them on the digital platform from wrong perceptions that can lead to bad online brand image.
Anvil's No Bad Reviews Online Reputation Management Webinar for NATDAAnvil Media, Inc.
Anvil's Kent Lewis presented on the importance of monitoring your organization's online presence to help maintain your reputation, credibility, and sales for NATDA members
Building an opportunity oriented reputation culture.
In order to answer questions about communications professionals’ current understanding of corporate reputation and how to build an organizational culture focused on proactive reputation building, Brunswick Insight, surveyed senior in-house European communications professionals. The results of our study suggest that the most forward-thinking organizations are positioning their entire organization to build reputation proactively.
The document discusses the Global Corporate Reputation Index, which evaluates the reputations of over 6,000 companies based on consumer surveys in 6 countries. It finds that while performance scores are higher than citizenship scores, companies with strong reputations excel at both. Tech companies have the best reputations overall, while oil and gas score lowest. China has the strongest company reputations, while Japan and Brazil are most critical. Long-standing companies tend to have stronger, more durable reputations. The top 25 companies are revealed.
Why Online Reputation Management is Important for every Business. Whether your company is a corporate brand, a personal brand or an established enterprise level brand, online reputation management, or ORM, is now more important than ever for your business.
Viral Marketing - A Large Scale Field Experiment by Ashu RajdorAshu Rajdor
This document describes a large-scale field experiment conducted to compare the effectiveness of viral marketing to traditional media promotions. The experiment was conducted by a cosmetics company launching a new nail polish product called Nic's Sticks. The product was promoted through three channels in parallel: magazine advertisements, free-standing inserts in newspapers, and a viral marketing campaign. Each promotion included an identical $1 off coupon, but with unique redemption codes, allowing the researchers to compare redemption rates across channels. Data was also collected from over 4,000 members participating in the viral marketing campaign to analyze social interactions and identify the most active members. The goals of the analysis were to 1) compare effectiveness of viral marketing to traditional media, 2) understand the
Delivered at SMX Social Media 2014, this presentation explores the user social sharing behavior and how to craft a user experience that capitalizes on user preference for social search.
How to increase brand awareness with social media? Kristine Bezbaile
In order to understand how to outreach brand awareness of successfully following 6 p’s framework, it is necessary to compare the chosen social media platforms, that is Facebook, LinkedIn and blogs.
By doing this comparison ByLykke will know how to thoughtfully engage its online brand community, thus will increase its Brand awareness in a smart way.
We choose particularly Facebook, LinkedIn and the company’s blog because they benefit cost efficiency, give extensive consumer base and have been of interest to the company. Also platforms create synergy effect between them.
It is also not only enough to set up account in any of these social media platforms and have a presence, without any destination. Thus all three social media platforms are different Bylykke needs to have a purpose when choosing to interact on specific social media. It also takes time and effort to engage the users in the smart way and keep them engaged with Bylykke online brand community. In addition we provide critics on chosen theories and models and also alternative's. Successfully following our suggestions and recommendations this digital marketing strategy will increase ByLykke Brand awareness and distribute its products in a new innovative way. More in the end of the presentation you can find current improvements.
Soutenance Stratégie du marketing viral sur Facebook-v4_ENNasri Messarra
Nasri Messarra defended a PhD dissertation on viral marketing strategies on Facebook. The dissertation included 5 experiments analyzing initial seeding populations for information diffusion. Experiment 1 found that between 4-28% of users' social graphs could be rebuilt using fake profiles. Experiment 2 showed that a network of hubs centered around a fake profile was not an effective seeding population. Experiment 3 demonstrated that a population of engaged consumers increased virality by 400%. Experiment 4 identified political bridging nodes that could be used for seeding new ideas. Finally, Experiment 5 optimized the seeding population for a personal brand over time, increasing engagements. The dissertation provided both theoretical and methodological contributions regarding viral marketing and extracting social graphs on Facebook.
Conceptualising and evaluating experiences with brands on FacebookSteve Smith
This document discusses conceptualizing and measuring people's experiences with brands on Facebook. It presents metrics developed from a study of 6,400 respondents' interactions with 27 brand pages on Facebook in June 2011. The metrics include:
1) A "value of experience" metric measuring the likelihood that people reporting positive experiences with brand content will engage in social media actions, purchase funnel actions, and advocacy for the brand.
2) A "value of a fan" metric measuring the likelihood that people likely to engage with brand content on social media will also engage in purchase and advocacy actions. The study aimed to identify associations rather than causation between variables like experiences and behaviors.
This document summarizes a white paper about research conducted on the effect of social media on consumer-brand relationships. The research was a collaboration between BeyenMeyer, an advertising company, and the University of Groningen. It studied how interacting with brands on social networking sites like Facebook and Twitter influences consumer brand attachment. The research found that consumers who liked/followed brands on social media had higher levels of brand utilities like information, entertainment, and incentive utilities, and in turn stronger brand attachment, compared to consumers who don't engage with brands on social media. The findings provide implications for how brands can use social media to build relationships with consumers and strengthen their brands.
This document provides an 11-step guide for public relations professionals to engage audiences in the age of distraction. It discusses trends like declining attention spans and the rise of mobile usage. The steps include creating compelling stories rather than just listing facts, leading with your unique point of view, using plain language over jargon, prioritizing content over media tours, writing effective headlines, rethinking press releases as news stories, securing impactful quotes, sharing content on social media, and measuring strategies. Throughout, it emphasizes the need for speed, relevance and focusing on audiences rather than products or companies.
The catalyst effect of Social Media in crisis communication management in the...CBR Conference
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Hypothesis-
H1- WOM and social networking influence the customer
purchase decision.
H2- Social networking recommendation are more reliable
than traditional WOM.
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Suggestions-
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2) It emphasizes the importance of building trust and engaging authentically with customers and influencers on their terms through social media.
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3. The medium of video is particularly conducive to going viral since it is easily shared and participatory, allowing people to comment and interact with the content.
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3) However, some customers now view online recommendations as less credible, since companies increasingly use covert techniques to spread promotional messages through social networks in the guise of genuine word-of-mouth. Effective word-of-mouth marketing requires a delicate balance.
AICTE Sponsored National Conference on “Artificial intelligence in Marketing”, Department of Management Studies, PSNA college of Engineering & Technology, Dindigul, Tamil Nadu, India on 23rd December 2020
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2. Background
E-reputation has become an important concern for firms
Pampers, Nestlé and other brands have already paid the heavy price of fan
attacks (Champoux et al., 2012; Paul Gillin, 2012; Steel, 2010).
The observation of the buzz and more particularly of the negative buzz (bad
buzz) is important (Cuvelier, Aufaure, 2011)
Attacks on Facebook are more frequent and research is required to better
understand and counteract them
2
3. Litterature review 1 : E-reputation
1990 : Howard RHEINGOLD creates the concept of « e-reputation ». He
evoques a « digital social life »: public debates, controversies have an impact
on the reputation of the firm, individuals, associations, etc…
2000 : appearance of tools to manage e-reputation
customer ratings (evaluation of the supplier by customers on Ebay auctions,
evaluation of books by customers on Amazon, etc.)
and positive and negative buzz management :
contribute to positive buzz and
identify and counteract negative buzz.
3
4. Litterature review 1 : E-reputation
E reputation)
Three theoretical ambitions (François Xavier de Vaujany, Helène Lambrix, DRM) :
holistic ( the organisation is the level of analysis)
Individualist ( the models are centered on individuals or a key individual in or
outside organization)
Integrative ( holistic and individualists aspects are simultaneously taken into
account)
Litterature concerns the shaping (distortion) of reputation: antecedents,
maintenance and reputation effects (Deephouseet Carter, 2005 ; Rindova et al.,
2005 ; MacMillan, 2007 ; Walsh et al., 2007 ; Lange et al., 2011)
We consider a destabilizing action on reputation
4
5. Litterature Review 2 : Viral Marketing5
Hinz, Skiera, Barrot & Becker (2011) define 4 critical viral marketing success factors:
1. Content, in that the attractiveness of a message makes it memorable (Berger and
Milman, 2011; Berger and Schwartz, 2011; Gladwell, 2002; Porter and Golan, 2006)
2. The structure of the social network (Bampo et al. 2008)
3. The behavioral characteristics of the recipients and their incentives for sharing the
message (Ardnt, 1967);
4. The seeding strategy which determines the initial set of targeted consumers chosen
by the initator of the viral campaign (Bampo et al., 2008; Kalish, Mahajan, and Muler,
1995; Libai, Muller and Peres, 2005)
6. 6 Litterature Review 3 : Seeding strategy
There are debates in literature concerning seeding population :
- Target hubs is not sufficient (Watts et Dodds, 2007, Skiera, Barrot, Becker, 2007)
- Target hubs is still important (Hinz et al. , 2011)
- Size does not matter (Scarpi, 2010) and one of the keys to success is the initial seeding population
(Liu-Thompkins, 2012)
-Literature refers to fans and community members as “nobodies” and “somebodies” (Booth & Matic,
2011) and more and more researchers focus on the quality of the members rather than on the size of
network (Scarpi, 2010; Wallace, Buil, Chernatony, 2014).
7. Research questions
Can we conceive and realize an original attack of a company through Facebook
in real situation but with the General Management agreement (Research action)
?
In order to :
Check the feasability of such a strategy
Increase the methodological understanding of such an attack
Measure the WoM diffusion model
Contribute to the seeding population strategy debate
7
8. Methodology
we target a small European company with around 1,500 fans on its Facebook page
European market
Services activity
We create a schema
8
9. Methodology: How consumers act on Facebook with or
against brands and companies
1- Post directly on the
brand’s page
2- Post on their own social networks and wait
for the viral effect of WoM to reach the brand
Reported cases & littérature about Nestlé, Pampers, DKNY,
Marie-Claire, Capri Sun, Cooks Source, Bershka…
9
10. Personal
timeline
Brand community
On Facebook
(Brand page)
A three steps attack through OSN using an
optimized seeding population
1. Create a fake profile
2. Attract engaged fans of a brand to
befriend the fake profile (our initial
seeding population)
3. Diffuse information organically to
engaged fans (no need for WOM for
diffusion)
Engaged
fans
10
Methodology: The schema
11. First step : Create a Fake profile
Based on homophily (cover experiment)
Stereotype of existing fake profiles on Facebook (Barracuda networks, )
11
13. Stereotyped fake Profile
Barracuda Networks’ statistics (Rashid, 2012): a
woman living in a major city, having a high
education degree, interested in both men and
women…
We attract 200 engaged fans
in 7 months
13 Second step : acquiring friends
14. 14
Second step : acquiring friends
1. We visit the brand’s Facebook page
2. We locate the fans who engaged with the brand (like, comment, share)
3. We send a friend request from both profiles a week apart
15. We reuse 6 posts from the fan page of the brand
15
Third step : diffusion of information
16. ~200 engaged
fans as friends
from stereotype
~100 engaged
fans as friends
from cover
Only 30 mutual friends
16
Results : resulting network
17. In average, 105 engaged fans receive the message organically
44 “friends” engage in the conversation
Generates WoM and interaction
17
Results: diffusion of information and generation of WoM
18. Results: Directed Communication
Graph of All Conversations
Both profiles generated one larger network of communication
and influence.
They acted as bridges between two sub-networks who react
differently (we mentioned that our profiles only have 30 friends
in common
33 engagement actions (comments/like) where made on the
statuses or comments posted by one of the honeypot profiles
and 44 engagement actions were made on the statuses or
comments made by the other honeypot profile.
14.8% of edges (connections) are reciprocated showing that
communication got back and forth between engaged fans.
The maximum geodesic distance is 5 showing that the
information was viral to a certain extent and travelled from one
node to the other with an average of 2.32 nodes on a path.
18
19. Results
Before and After
19
Negative posts published
on the brand's Facebook
page
Same negative posts
published on fake
profiles timelines using
an optimized seeding
strategy
Difference
Fans engaged 11 37 +236%
Engagement actions (likes,
comments)
15 77 +413%
Reciprocation (back and
forth communication and
consumer to consumer
communication)
0% 14.8% +14.8%
20. Results
Posts were directly received by engaged fans of the brand itself which shared,
commented or liked these posts, generating word of mouth reaching friends of
friends to the 5th level
Information was served directly to these fans at no cost (organically) and at a
higher reach than it would have been possible if these posts were published
directly on the company’s page.
This forced changes IRL (in real life)
20
21. Results
This answers our initial question and confirms our hypothesis: it is possible to attract
engaged fans of a brand and distribute information organically to them bypassing the
control of the brand itself and preventing it to stop the information sharing.
The campaign was a success: The company did not take any action for a while and
stood as an observer until it realized that the movement was not going to stop and
that it would not be able to contain it. It then tried to respond shyly to our posts and,
finally, changes were made to the company’s management team.
21
22. Back to the 4 critical viral marketing success factors (Hinz, Skiera, Barrot & Becker (2011):
1. Content (Berger and Milman, 2011; Berger and Schwartz, 2011; Gladwell, 2002; Porter and Golan, 2006)-
We did not work on the content, using posts already published on the brand’s page
2. The structure of the social network (Bampo et al. 2008): We engineered a network of engaged fans of a brand
around fake profiles and described a schema that can be reproduced or anticipated.
3. The behavioral characteristics of the recipients and their incentives for sharing the message (Ardnt, 1967):
We helped reach more engaged fans without dispersion using organic reach (without WoM) which resulted in a higher
engagement and interaction.
4. The seeding strategy (Bampo et al., 2008; Kalish, Mahajan, and Muler, 1995; Libai, Muller and Peres, 2005): We
showed that an optimized initial population engages more with posts , which results in higher pressure and
influence offline.
22
Contributions to Viral marketing, WoM Literature
23. Contributions to Social Network building
methodology
We engineered a network of online “friends” who may not be friends or
even know each other in real life. This social network would have never
existed if it wasn’t for our experiment.
We created a new type of Honeypot profiles
Webb, Caverlee and Pu (2008) defined Honeypot profiles as real profiles used to attract fake ones.
Our experiment does the opposite as it uses fake profiles to catch real ones.
attraction realized by homophily:
Boshmaf, Muslukhov and Beznosov (2011) used social bots to attract friends based on mutual
frienship. Our cover experiment shows that, on Facebook, people may engage others based on
homophily:
23
25. Discussion
We are aware that our experiments on honeypot profiles and influence in online
social networks raise ethical questions.
The number of fake profile is so important nowadays that scholars have to develop
their knowledge about them, as they constitute a potential tool in influence
strategies.
The same experiments can be reproduced with real Facebook accounts and the
findings can be used as well to create engaged communities and improve a
company’s reputation or promote brands in an ethical way.
25
26. Conclusion
Many scholars agree that the key to success in information diffusion is influencing
the influencer (Galeotti & Goyal, 2009; Hinz et al., 2011) and using strategy to
target an optimized initial seeding population (Liu-Thompkins, 2012).
Information of peers tends to be more influential than the information diffused by
brands or similar source (Hinz et al., 2011).
Our contribution exposed a strategy to build an optimal seeding population from
scratch in a container, the circle of friends of our fake profiles, and diffuse
information organically to them.
26
We know how teens strive to avoid the low friends count humiliation and the effect of friend count on self-estime (Kim & Lee). Opt-in to become a friend with someone should have a value (empiric)
Trusov, M., Bodapati, A. V, & Bucklin, R. E. (2010). Determining Influential Users in Internet Social Networks. Journal of Marketing Research, XLVII(August), 643–658.
Tom Valente, Network Interventions
Kim, J., & Lee, J.-E. R. (2011). The Facebook paths to happiness: effects of the number of Facebook friends and self-presentation on subjective well-being. Cyberpsychology, Behavior and Social Networking, 14(6), 359–64. doi:10.1089/cyber.2010.0374
Scarpi, D. (2010). Does size matter? An examination of small and large web-based brand communities. Journal of Interactive Marketing. Retrieved from http://www.sciencedirect.com/science/article/pii/S1094996809000899
Boshmaf, Y., & Muslukhov, I. (2011). The socialbot network: when bots socialize for fame and money. Proceedings of the 27th …. Retrieved from http://dl.acm.org/citation.cfm?id=2076746
Libai: The Social Value of Word-of-Mouth Programs: Acceleration versus Acquisition
Domingos: Mining the Network Value of Customers
We know how teens strive to avoid the low friends count humiliation and the effect of friend count on self-estime (Kim & Lee). Opt-in to become a friend with someone should have a value (empiric)
Trusov, M., Bodapati, A. V, & Bucklin, R. E. (2010). Determining Influential Users in Internet Social Networks. Journal of Marketing Research, XLVII(August), 643–658.
Tom Valente, Network Interventions
Kim, J., & Lee, J.-E. R. (2011). The Facebook paths to happiness: effects of the number of Facebook friends and self-presentation on subjective well-being. Cyberpsychology, Behavior and Social Networking, 14(6), 359–64. doi:10.1089/cyber.2010.0374
Scarpi, D. (2010). Does size matter? An examination of small and large web-based brand communities. Journal of Interactive Marketing. Retrieved from http://www.sciencedirect.com/science/article/pii/S1094996809000899
Boshmaf, Y., & Muslukhov, I. (2011). The socialbot network: when bots socialize for fame and money. Proceedings of the 27th …. Retrieved from http://dl.acm.org/citation.cfm?id=2076746
Libai: The Social Value of Word-of-Mouth Programs: Acceleration versus Acquisition
Domingos: Mining the Network Value of Customers
We know how teens strive to avoid the low friends count humiliation and the effect of friend count on self-estime (Kim & Lee). Opt-in to become a friend with someone should have a value (empiric)
Trusov, M., Bodapati, A. V, & Bucklin, R. E. (2010). Determining Influential Users in Internet Social Networks. Journal of Marketing Research, XLVII(August), 643–658.
Tom Valente, Network Interventions
Kim, J., & Lee, J.-E. R. (2011). The Facebook paths to happiness: effects of the number of Facebook friends and self-presentation on subjective well-being. Cyberpsychology, Behavior and Social Networking, 14(6), 359–64. doi:10.1089/cyber.2010.0374
Scarpi, D. (2010). Does size matter? An examination of small and large web-based brand communities. Journal of Interactive Marketing. Retrieved from http://www.sciencedirect.com/science/article/pii/S1094996809000899
Boshmaf, Y., & Muslukhov, I. (2011). The socialbot network: when bots socialize for fame and money. Proceedings of the 27th …. Retrieved from http://dl.acm.org/citation.cfm?id=2076746
Libai: The Social Value of Word-of-Mouth Programs: Acceleration versus Acquisition
Domingos: Mining the Network Value of Customers
We know how teens strive to avoid the low friends count humiliation and the effect of friend count on self-estime (Kim & Lee). Opt-in to become a friend with someone should have a value (empiric)
Trusov, M., Bodapati, A. V, & Bucklin, R. E. (2010). Determining Influential Users in Internet Social Networks. Journal of Marketing Research, XLVII(August), 643–658.
Tom Valente, Network Interventions
Kim, J., & Lee, J.-E. R. (2011). The Facebook paths to happiness: effects of the number of Facebook friends and self-presentation on subjective well-being. Cyberpsychology, Behavior and Social Networking, 14(6), 359–64. doi:10.1089/cyber.2010.0374
Scarpi, D. (2010). Does size matter? An examination of small and large web-based brand communities. Journal of Interactive Marketing. Retrieved from http://www.sciencedirect.com/science/article/pii/S1094996809000899
Boshmaf, Y., & Muslukhov, I. (2011). The socialbot network: when bots socialize for fame and money. Proceedings of the 27th …. Retrieved from http://dl.acm.org/citation.cfm?id=2076746
Libai: The Social Value of Word-of-Mouth Programs: Acceleration versus Acquisition
Domingos: Mining the Network Value of Customers
We know how teens strive to avoid the low friends count humiliation and the effect of friend count on self-estime (Kim & Lee). Opt-in to become a friend with someone should have a value (empiric)
Trusov, M., Bodapati, A. V, & Bucklin, R. E. (2010). Determining Influential Users in Internet Social Networks. Journal of Marketing Research, XLVII(August), 643–658.
Tom Valente, Network Interventions
Kim, J., & Lee, J.-E. R. (2011). The Facebook paths to happiness: effects of the number of Facebook friends and self-presentation on subjective well-being. Cyberpsychology, Behavior and Social Networking, 14(6), 359–64. doi:10.1089/cyber.2010.0374
Scarpi, D. (2010). Does size matter? An examination of small and large web-based brand communities. Journal of Interactive Marketing. Retrieved from http://www.sciencedirect.com/science/article/pii/S1094996809000899
Boshmaf, Y., & Muslukhov, I. (2011). The socialbot network: when bots socialize for fame and money. Proceedings of the 27th …. Retrieved from http://dl.acm.org/citation.cfm?id=2076746
Libai: The Social Value of Word-of-Mouth Programs: Acceleration versus Acquisition
Domingos: Mining the Network Value of Customers
We’re eliminating both weakness
The messenger is the message (Tom Valente)
By the time the brand reports the attack to Facebook, the damage is done (time factor)
Boshmaf, Y., Muslukhov, I., Beznosov, K., & Ripeanu, M. (2011). The Socialbot Network : When Bots Socialize for Fame and Money. University of British Columbia.
Robert Cialdini 6 principles of influence
social bots
The classic method of making friends is creating a sexually attractive profile and using social bots to send massively requests to friends and mutual friends
Weaknesses of the method
“Friends” are targeted almost randomly, not “strategically”. The social bot is trying to maximize its social capital by increasing the number of friends.
“Friends” are attracted by the “looks”: the social bot has no “authority” value.
4 critical viral marketing success factors
(Hinz, Skiera, Barrot & Becker (2011)
4. Content (Berger and Milman, 2011; Berger and Schwartz, 2011; Gladwell, 2002; Porter and Golan, 2006)