Manage your e-reputation

How to improve your e-reputation

How to improve your e-reputation

Agenda

I.  Introduction II.  Manage your e-reputation III.  Main Findings IV.  What Can I Get From Monitoring V.  How To Get Started ? VI.  How To Engage Conversation ? VII.  Practical Cases VIII. Key To Succeed IX.  Q & A

Social Media Map 2007

Social Media Map 2010

* flowtown

The plate tectonics of Social Media

Communication channels TV!

Radio!

Press!

Mailing!

E-mailing!

DM!Internet!

…!

Social Media!

…!

Social Media is a new communication

channel, who will not replace others

channels!

Agnès, Twitter

Graham, MSN

Carlos, Myspace Dmitri, Flickr

Karl, Youtube Yvonne, Netlog

Scott, Forum

Tina, Bloger

Social media give people a voice...

Everybody is talking: • your customers!

• your donors!

• your volunteers!

• your employees!

• your investors!

• your critics!

• your fans!

• your competition....

• anyone who has internet access and an opinion

“Every two days now we create as much

information as we did from the dawn of

civilization up until 2003.”

Eric Schmidt,

Google CEO

II. Manage your e-reputation

“ It takes 20 years to build a reputation, and 5 minutes to

ruin it. If you think about that, you will do things differently.”

Warren Buffett

What is buzz monitoring ?

“Buzz monitoring is the keeping track of consumer responses to commercial services and products, to establish the marketing buzz surrounding a new or

existing offer. Similar to media monitoring it is becoming increasingly popular as a base for strategic insight

development alongside other forms of market research”

Most companies rely on search alerts

Keeping tabs on buzz about your brand is vital. Even if a company is less involved directly in social media, its customers almost definitely are, and their conversations can end up a big story. A majority of companies were using tools like Google Alerts to monitor discussions of the firm and its competition across social media sites. Outsourcing the task or using a dedicated application for the purpose was relatively uncommon.

According to a recent survey by Synthesio over 200 million conversations accross 17 countries in a three-month period, the 10 most talked about topics on the Net are :

Health 14 %

Games 13 %

Auto & Motor 10 %

WTF, How Many monitoring tools are there ?

We have realized a comparative analysis of the 20 most relevant monitoring tools

We’re scanning the market in order to define which analysis tools fit best to our clients’ needs!

Monitoring tools overview

Main monitoring tools are developed in the US & the UK UK company are developing their tools for French and Dutch language

Monitoring tools overview

Own

technology

Me too

Freetools

± 100 suppliers have developed their own proprietory technology. Then there are many copycats!

An undefined number of suppliers market “me too’s” and offer reskinned programs.

There are thousands of free tools. Each has a specific purpose or function: languages, media type, but with no global view

III. Main Findings

Main results of our analysis

Conclusion #1: Vague and confusion in terminology used!


Conclusion #2: No common code of « metrics »!

Is the glass half empty or half full?


Conclusion #3: Social media monitoring strategy ≠ listening strategy !


Conclusion #4: Even if we can do magic, no tool can do miracles!

Monitoring tools categories

WOM

WOM research

Technology and analysis

Pure Technology and tools

Plenty of tools developed by one consultancy company. Strategic

recommenda=on and very deep analysis

Focus on research and result relevance. Strong segmenta=on.

Dedicated account for the project

Technical tools. Recommenda=on

Dashboard with results and graphics

Pure Technical tools. Only lis=ngs no charts

1-‐150 €

200-‐ 500 €

1.000-‐ 2.500€

10.000€

Monthly price

consultancy

Main categories in monitoring tools

Listing of raw data Graphics & deep analysis

Main categories in monitoring tools

Human expertise & “insight” Consultancy services

Segmentation in the monitoring tools market

E-‐reputa=on Share of buzz

Market Insights Brand evolu=on

Categories of monitoring tools

IV. What Can I Get From Monitoring

Complaint solve problem

Influencer find your next ambassador

Crisis warning -‐reputa=on

ROI measure

Audit scan your market

Threats comprehend

Crowd iden=fy trends

Compe=tor iden=fy their

forces

Expressed need

new product

Compliment tes=mony

10 Reasons To Use

Social Media Monitoring!

…by the value of the insights from a monitoring approach, especially for your company

Customer service

Sales

Product Innova=on Brand Mgmt

Corporate Com

you will be surprised…

V. How To Get Started ?

What do you need ?

Automated or Human Interpretation?

What do you need ?

Automated or Human Monitoring?

What do you need ?

Qualitative or quantitative analysis ?

What do you need ?

Real time or delayed results ?

What do you need ?

Monitoring from now or from the past ?

What do you need ?

Use of sentiment & tone of voice analysis ?

What do you need ?

Do you need keyword or influence analysis?

What do you need ?

Do you need a dashboard ?

What do you need ?

Do you need a report on results?

What do you need ?

Do you need a consulting analysis ?

What do you need ?

Do you need suggestions?

What do you need ?

Monitoring tools are not equal… …they have their own characteristics

so what do you really need ?

3 crucial questions…

1.  What do you want to Monitor?!  Your brand name   Your competitor   Your services   Key words   Your actuality


2.  Why?!  Consumer buzz   Brand reputation   Product innovation   Market insights


3.  What are you going to do with it?!  Adapt your strategy   Influence   Dialogue

VI. How To Engage Conversation ?

You don t̓ have to hire legions of people to respond and participate in social media conversations

Few conversations about the company and its products need a response (<5%) !

Don t̓ just grab someone with a FB profile & put him in charge of social media engagement

use an “elite hybrid team” !A lot of public relations & marketing com, with a few of customer

support experience, The whole mixed with empathy

You can’t respond to everyone it’s all about prioritizing

How influential is the source?


How many are talking about the topic?


Did the media talk about the crisis?!


What’s the potential business impact? !


Can we correct this inaccurate information?!


Can we add value to the conversation?!


Can we resolve a customer̓s problem ASAP!


Turn around an negative situation by offering help?!

Do & Don’t

Don’t try to erase bad incidents from the past!

Do & Don’t

Don’t create fake profiles!

Do & Don’t

Be honest about who you are!

Do & Don’t

Don’t try to sell!

Do & Don’t

Give help, advice, ...!

Do & Don’t

Empathy, listen!

Do & Don’t

Answer to the questions!

Do & Don’t

Bring content!

Do & Don’t

Ask people!

Do & Don’t

Create your page on main social media!

VII. Practical Cases

CASE #1

Avis wanted to beat its rival Hertz in the profitable business sector

Avis identified key positives and negatives about its brand in relation to the competition.

They found that a key positive for Hertz business users was the availability of Neverlost (GPS) navigation.

After this monitoring they realized they needed to :

• install GPS

• improve the loyalty scheme

• simplify the contract

Car rental sector is growing at 1% per year

After having done their online social media activities, the Avis’ turnover increased by 13%

CASE #2

15 February 2010 : Biggest Belgian train crash ever, Infrabel, manager of the Belgian railway infrastructure need to react quickly

INFRABEL : www. .be – crisis communication

•  INFRABEL

securiteferroviaire spoorveiligheid

Create a website in 48h based on Infrabel content to explain the rail security to people. Press Release to announce the opening of the website.


•  INFRABEL


Create a website in 48h based on Infrabel content to explain the rail security to people. Press Release to announce the opening of the website.


•  INFRABEL


Technical explanation doesnʼt fit with people expectation!

Monitor online conversation to discover what people are talking about.


SHARE OF BUZZ VOLUME


Conversation about : •  Hall / Buizingen •  Infrabel •  NMBS / SNCB

Conversation Generator

Create content that answer to the real concerns

INFRABEL : www. .be – crisis communication securiteferroviaire spoorveiligheid

First reaction was about sadness, then they were angry about security, delay and structural functioning

Create content that answer to the real concerns

INFRABEL : www. .be – crisis communication securiteferroviaire spoorveiligheid

First reaction was about sadness, then they were angry about security, delay and structural functioning!

CASE #3

Challenge : Create store traffic and sale via online buzz for store opening and concert by Headphone. Action: 10 days of blogging, social media postings and online activation. Result: Sales objectives reached , high attendance by 2000 visitors and increase to 7 pages of Google referrals.

LEVI’S : Store Opening

•  INFRABEL

We use buzz monitoring tools to find where conversation appears, were where the brands lover, headphone lover, people speaking about Gent.


•  INFRABEL

We create conversation on social media to create public interest - Headphone fan / Rock Fan / People leaving in Gent / Fashionista


•  INFRABEL

Post-campaign buzz monitoring

Google search « Gent Levis Headphone » : 7 first page of google are only talking about the action

One month later : Google search « Levi’s or Headphone » present on the first page

VI. KEY TO SUCCEED

Select a tool responding to your needs

Share of buzz

E-reputation

Market Insights

…

Select the right tool

The Cost Policy Per word, languages, timing, sentiments tone of voice, analysis, …


The Dashboard and reporting qualitative or quantitative results, charts, export results, …


The alert How do you know what's happening?


“It is better to keep your mouth closed and let

people think you are a fool than to open it and remove

all doubt”.

Mark Twain

Don’t need to answer to all the mentions

Segment what you want to

start monitoring

Start with a modest objective that’s tied to a priority

Learn what are the conversation

topics

Begin by spending time listening

The human element is essential

Human interpretation is

essential (native speaker)

Involve your agencies

but don’t outsource

everything to them

Share, Share & Share

Share the results of your monitoring

actions

Invest as if it matters

Monitoring is just the first step of

social media

Education beats “legislation”

Learn how the community react

Have a social media strategy

Social Media is not an other

place to advertise

IX. Q & A

[email protected]

TwiWer.com/ThomBtm

+ 32 357 00 21

Business

Manage your e-reputation