SoLoMo Thursday - Manage your Online Reputation with PR Guru Tom Evrard
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This document provides information about an event called SoLoMo Thursday that took place on April 3, 2013. It included presentations from speakers on topics related to social media, online reputation management, and digital marketing. The event was organized by Leon Leong of Techsailor Group and provided attendees with drink vouchers, business cards in a fishbowl for networking, and future event information.
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SoLoMo Thursday - Manage your Online Reputation with PR Guru Tom Evrard
- 1. 03 April 2013 PAGE1 Website : http://www.SoLoMoThursday.com Facebook : http://www.facebook.com/SoLoMoThursday LinkedIN : http://sg.linkedin.com/in/solomothursday Youtube : http://www.youtube.com/user/SoLoMoThursday Twitter : https://twitter.com/#!/SoLoMoThursday Book Ticket : http://solomothursday.eventbrite.com SoLoMo Thursday Leon Leong Biz Relations Director Techsailor Group
- 2. 03 April 2013 PAGE 2 Drink Vouchers @ Bar o ` Opening Note Biz Card @ Fishbowl @SoLoMoThursday
- 3. 03 April 2013 PAGE 3 Objectives
- 4. 03 April 2013 PAGE 4 SPEAKER : THOMAS EVRARD
- 5. Manage your Online Reputation with PR Guru Thomas Evrard 03 April 2013 PAGE 5
- 6. Fun Facts • Adults spend 15+ hours a week on the internet • 1 in 5 couples meet online • 56% of HR professionals use social networking sites to source potential candidates • 35% of the global workforce will be mobile by 2013 • 1 million new Twitter accounts created each day • Over 50 million tweets each day • 53% of users recommend products in their tweets • 90% of consumers trust peer recommendations… only 14% trust advertising 03 April 2013 PAGE 6
- 7. Today’s Integrated Media Landscape • The media landscape continues to shift • Print media consumption decreasing • Digital media (online / mobile / tablet) consumption on the increase • Media has gone “social” • Reputation management isn’t just in the media • B2B media consumption continuing to evolve 03 April 2013 PAGE 7
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- 9. 03 April 2013 PAGE 9
- 10. Active social media penetration Active Social Media Penetration in Asian countries 2013 in % 28.00 29.00 36.00 39.00 41.00 45.00 45.00 50.00 52.00 53.00 56.00 27.00 0.00 10.00 20.00 30.00 40.00 50.00 60.00 Thailand Japan Philippines Maldives South Korea Macao China Malaysia Singapore Hong Kong Brunei Taiwan 03 April 2013 PAGE 10
- 11. Is Your Brand Protected? 03 April 2013 PAGE 11
- 12. The Power of Social Media • Positive reviews and recommendations have always played an important role in lifting a business to its potential height • On the contrary, negative reviews and insincere stakeholders have remained a powerful source of demise to the good reputation of any company • Today, negative media articles, blog posts and stakeholder reviews on authoritative websites are more damaging and easily spread than ever before 03 April 2013 PAGE 12
- 13. • How the game has changed? • Who matters online and how do we find them? • Where are conversations occurring? • What kind of content will resonate with your key stakeholders? • How do you amplify and synchronise your reputation management & communications programme? Where to Get Started 03 April 2013 PAGE 13
- 14. PR 2013: Communications Has Evolved 03 April 2013 PAGE 14
- 15. Keys to Digital Success 03 April 2013 PAGE 115
- 16. 1. Discover 2. Determine Influence 3. Analyze Content 3. Intersecting content with integrated media landscape Digital influencers help amplify your message 03 April 2013 PAGE 16
- 17. 4. Build Engagement Strategies 5. Follow Influencers 6. Measure Outreach 3. Intersecting content with integrated media landscape Digital influencers help amplify your message 03 April 2013 PAGE 17
- 18. Social Media – “Listening Phase” • Consumers and other stakeholders are having live, passionate, online conversations about your company that could impact your brand’s reputation. • User-generated content influences the decisions of more than 80 percent of consumers who read them. Conversation mining is the first – and perhaps most critical – phase to any digital communications strategy. • Identifying and mining online “conversations” (blogs, videos, message boards, social communities, micro-blogs, etc.) during the “listening phase” to helps better understand consumer sentiment and influence. Conversation Mining • Share of voice • Tonality • Source of conversation • Perceptions • Risk to reputation • Audience sentiment • Key influencers Analysis on gathered intelligence 03 April 2013 PAGE 18
- 19. • Keywords / terms research • Publish right kind and amount of content • Video, photos, thought leadership, etc. • Search engine optimisation • Engage stakeholders in appropriate channels • Measure & analyse Content is King 03 April 2013 PAGE 19
- 20. Search Engine Optimisation What is it? • The process of increasing the positioning of a website on search engine results pages via content optimisation Why do we do it? • Increase opportunities to connect stakeholders with your content and positioning • 80% of clicks come from the first page of search engine results • Only 10% of second page results receive clicks 03 April 2013 PAGE 20
- 21. What Influences Search Engine Optimisation (SEO) Cross-promote your content via website, press room, earned media and social media platforms Algorithm influencers: • Number views • Social synchronisation • Comments • Shares • Likes 03 April 2013 PAGE 21
- 22. Online Crisis Management 03 April 201303 April 2013 PAGE 22
- 23. Crisis Considerations • Know what is and what is not a crisis • Acknowledgement • Assess reputational impact • Establish response protocol • Monitor, monitor, monitor • Control and tailor stakeholder messages • Evaluate what is worth responding to • Learn from each experience 03 April 2013 PAGE 23
- 24. Race Against Time 03 April 2013 PAGE 24
- 25. Crisis Management 03 April 2013 PAGE 225
- 26. 03 April 2013 PAGE 26 Brought to you by: Questions? Thomas Evrard [E] tom.evrard@fticonsulting.com [M] +65 91076123 [O] +65 6831 7820
- 27. 03 April 2013 PAGE 27 SPEAKER : Christian Geissendoerfer FOUNDER & CEO, YOOSE April 25, 2013 Why Everybody Hates Your Mobile Advertisement
- 28. 03 April 2013 PAGE 28 SPEAKER : Aravinth Kumarasamy FOUNDER, SAMBAASH May 30, 2013 The Meaning of "Like"
- 29. 03 April 2013 PAGE 29 SPEAKER : Ewan Grey DIRECTOR, APAC SKYSCANNER June 27 , 2013 How to make your Business Fail.
- 30. 03 April 2013 PAGE 30 SPEAKER : Wayne Chia BIZ DEVELOPMENT DIRECTOR, TECHSAILOR GROUP July 25, 2013 Behavioural Marketing: It’s Not About ME.
- 31. Lucky Draw 03 April 2013 PAGE 31
- 32. Bulk Buying Deal 03 April 2013 PAGE 32 4 tickets @ $39.90 ---------------- o Purchase at Reception. o Cash Only. o Tickets are transferable.
- 33. 03 April 2013 PAGE 33 Brought to you by: Thank you Tom!
Editor's Notes
- No matter how good a company is, first impressions mean a lot and perception is reality in today’s digital world. Sometimes, no matter how hard you try to please your key stakeholders, there remains an unsatisfied and disgruntled individual or group that wants to let the world know how unhappy they are.
- Ensure your positive content is aligned with key messages / positioning listed at the top of search engines to be easily found by key stakeholders and mediaThese long played roles have been affecting businesses even before the internet
- Social Media Monitoring is the critical first step in an effective communications strategy to join and influence the digital conversation, helping understand where and when a particular brand, topic, individual, issue or event is being discussed and what is being said. This ongoing activity enables us to identify business and communications opportunities and threats, and measure stakeholder sentiment and influence. The results from the “listening phase” would underlie the development of any social media strategy.