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Presented to Astellas on 30 Nov 2010, an overview of how reputation management can contribute to a positive business objective and is an essential part of a comprehensive social media strategy.
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Reputation management in a digital world
Presentation byRoss Taylor, Group Digital Director
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Why bother with reputation management? Social media and reputation management? Where to start?
1. Be prepared2. Listen3. Plan ahead4. Engage5. Integrate6. Monitor
Questions
Agenda
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“Lose money and I will forgive you, but lose even a shred of reputation and I will be ruthless…. We will not trade reputation for money”
Warren Buffet, 2009
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A 7 per cent increase in word of mouth advocacy unlocks 1 per cent additional company growth.
A 2 per cent reduction in negative word of mouth boosts sales growth by 1 per cent.
“The economics of buzz study” London School of Economics, 2005
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average consumer is worth $210
average detractor costs the company
$57
average promoter generates $328
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What is social media?
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Potential rewards
Consumer Pull-Through to Campaign Website:
Hampton Court Flower Show & BBC Coverage
Twitter Announcements with Dr Christian Jessen
Tweets by Dr Christian Jessen
Sunday Mirror Coverage Online
Banner Ads
Radio Interviews
Roadshow Events
Where to start?
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1. Prepare
2. Listen
3. Plan
4. Engage
5. Integrate
6. Measure
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1. Prepare1. Be Prepared!
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2. Listen….
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1. Company Name2. Company URL3. Products4. Public Facing
Employees5. Competing Products6. Descriptions
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Avastin rejected by NICE
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Listening – Motrin
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323. Plan ahead
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The results
• Soft launch so successful that full launch is still delayed
• Proven benefit in driving traffic and sentiment
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Is it a conversation?
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Approach
1. Listen– Tracking mentions and discussions
related to your brand, product, competitors and ecosystem
– Understanding the relevance, importance and influence of the conversation
– Developing insights about the market
– Evaluating impact of social activity– Customer insights
3. Share– Sharing stuff with your audience
(news, offers, updates, previews)– Developing content specifically to
share and allowing your audience to share it too
– Brand and marketing communications
2. Respond– Identifies the types of response
required from customer enquiries to engaging in conversations
– Develop framework to manage responses
– Who responds and what they should say
– Where we should be– Customer service and support
channel
4. Lead– Allows you to lead a group of highly
engaged advocates and develop your business with them
– Requires more of a cultural commitment than previous stages as you need to be open to the possibility of ceding control to consumers
– Innovation and strategy
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Dealing with adverse event reporting
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Copyright Creation Healthcare 2010
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Copyright Creation Healthcare 2010
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Copyright Creation Healthcare 2010
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Copyright Creation Healthcare 2010
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OPP
OR
TUN
ITY
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PLA
NN
ING
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PRO
POSI
TIO
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EXEC
UTE
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MEA
SUR
E A
ND
EVO
LVE
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4. Engage
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iPhone4
Apple stock lost $12 BILLION over 4 days!
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5. Integrate
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6. Analyse
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the iab framework
intent awarenessappreciation
actionadvocacy
benchmark
Establish intentions and objectives in order to define
which KPIs are most pertinent
Define core KPI metrics by social media platform
(soft metrics & hard financials)
Compare benchmarks with other SM activity, channels, industry
averages
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The challenge
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1. Understand the different audience profiles 2. Listen and start to learn 3. Develop a plan - that works for you 4. Engage – in a way that works for the audience 5. Integrate into your ongoing communication plans 6. Measure and analyse impact and success
Challenge for Atellas
