Maximising Brand Reputation Online

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My slides from SAScon 2013 on the topic of "Maximising your online reputation" with some tips around how to gain and use insights into social conversations to manage brand reputation online.

Text of Maximising Brand Reputation Online

  • 1. Copyright 2013 Beyond. All rights reserved. Private and CondentialMaximising BrandReputation OnlineNils Mork-Ulnes@nilsmu

2. Copyright 2013 Beyond. All rights reserved. Private and CondentialTheAgenda How can you maximise something youno longer have much control of? Tips for making sense of your onlinereputation Going beyond basics 3. Copyright 2013 Beyond. All rights reserved. Private and CondentialPeoplegrowthIn the face ofExponentialinformationare getting smarterat using andfilteringinformation 4. Copyright 2013 Beyond. All rights reserved. Private and Condential10.4Source: Google/Shopper Sciences, The Zero Moment of Truth Macro Studydoubled totheaverage numberof information sourcesused by shoppersFrom 2010 to 2011 5. Copyright 2013 Beyond. All rights reserved. Private and CondentialYou now have little controlFiltered PersonalStreamContent User stateTimelyRelevantActionableValuableShareableGrazing/Lean-backLean-forward Bite-sized/Visual Not actively considering E.g., Competitions Videos Infographics Transactional Consideration & post-purchasesharing E.g., Forums Influencer content Tools/guidesSocial graphInterestgraphKnowledgegraphof the customer journeyConsumerFacebookTwitterGoogleTumblrPinterestForums 6. Copyright 2013 Beyond. All rights reserved. Private and CondentialofThe roleword ofmouth 7. Copyright 2013 Beyond. All rights reserved. Private and Condential2.1 billiona daySource: The Keller Fay Group, 2013, based on 1 year of data from more than 31,000 US consumers aged 13-69WOM Brand impressionsIN THEUS ALONE 8. Copyright 2013 Beyond. All rights reserved. Private and Condential6% occur onlineMANY MORE THANSource: The Keller Fay Group, 2013, based on 1 year of data from more than 31,000 US consumers aged 13-69Of all WOMBUT SEEN BYOFFLINE WOM 9. Copyright 2013 Beyond. All rights reserved. Private and CondentialHighly Credibleby 63%OF RESPONDENTSSource: The Keller Fay Group, 2013, based on 1 year of data from more than 31,000 US consumers aged 13-69Experience-based WOM rated 10. Copyright 2013 Beyond. All rights reserved. Private and Condential51% say try it5% Say avoid itSource: The Keller Fay Group, 2013, based on 1 year of data from more than 31,000 US consumers aged 13-69WOM tends to be positive 11. Copyright 2013 Beyond. All rights reserved. Private and CondentialOnline word of mouth is correlated with salesPositive Tweets explains 5x the variability in sales of advertisingfor video games in study of 12 months of 2012 dataTweets having generally a higher impact than negative Tweets. Therefore, to gain the most out of the online word-of-mouth embodied by Tweets, companies would be best served by addressing the balance of sentiment abouttheir games through increasing the number of positive Tweets.Table 1 summarises the impacts on sales volume from a 30% change in positive Tweets, negative Tweets andtraditional advertising on each genre, as a weighted average of the estimated title level impacts. The results inthe table on the impact of positive Tweets correspond to a thought experiment: How would the sales of a titlerespond to a having a 30% higher number of positive Tweets about it?ng in thisers to traditionalabove-the-tising spend,Table 1. Impact of key levers on sales volume in the rst 10 weeks of release by genreGenre 30% more positive Tweets 30% fewer negativeTweets30% more non-TwitteradvertisingShooterSportsRacingActionRole playingOtherOverall8.1%6.3%6.3%4.2%8.0%3.1%6.1%2.4%6.7%3.3%2.0%7.5%3.1%3.3%1.6%0.7%0.9%1.9%3.2%3.9%1.6%Source: Deloitte analysis of data from GfK, Nielsen and Crimson Hexagonthanalone.The results show that for the key genres of shooter, sports and racing games, the impact of having more positivesentiment is a multiple of the impact of increasing traditional advertising spend by an equal proportion. Across theCaveat: correlation causation 12. Copyright 2013 Beyond. All rights reserved. Private and CondentialStill, Companies mostly use quant metricsMeasuring social media ROISource: Duke Universitys CMO Survey, 2013 13. Copyright 2013 Beyond. All rights reserved. Private and CondentialKey pointsPeople like to sharegood experiencesmore than bad ones2 31People trustexperience-basedword of mouth - andwhen it happensonline its findablefor manyAnd yet manycompanies dontmeasure this 14. Copyright 2013 Beyond. All rights reserved. Private and CondentialMAKING SENSE OF YOURONLINE REPUTATION 15. Copyright 2013 Beyond. All rights reserved. Private and CondentialDont confusethis thiswithCarefullyresearchedconclusions 16. Copyright 2013 Beyond. All rights reserved. Private and Condential"When we say its positive,the machine about 21% ofthe time says its negative"Eric Schmidt, senior manager-marketingstrategy and insights at Coca-Cola, on theirtests of automated social media sentiment 17. Copyright 2013 Beyond. All rights reserved. Private and CondentialMonitoring is goodfor spotting and fixingproblems quickly 18. Copyright 2012 Beyond. All rights reserved. Private and CondentialNo Black boxesFor market research gradeinsight, you still need soundresearch methodology 19. Copyright 2012 Beyond. All rights reserved. Private and CondentialQUick methodology primer21 3 4 5Test andretest queriesClean data Sample Tag Aggregate AnalyseRandom &statisticallysignificantBy humans,using customtaxonomyDo the sums& eliminateerrorsMake senseof it 20. Copyright 2013 Beyond. All rights reserved. Private and CondentialKey pointsDo use SMMsoftware tomonitor forproblems2 31Do make the properinvestment in timeand s if you want toshare data with theC-suiteMake sure there ismethodologicalrigour? 28:32 21. Copyright 2013 Beyond. All rights reserved. Private and CondentialGOING BEYOND BASICS 22. Copyright 2013 Beyond. All rights reserved. Private and CondentialTROUBLESHOOT THROUGHSEGMENTATION 23. Copyright 2013 Beyond. All rights reserved. Private and CondentialSegmentation gives diagnostic clarityTop 10 (Dis)satisfactionDriversTop 10 Attractorsand BarriersTop 10 (Dis)satisfactionDrivers Top 10 Attractorsand Barriers1. Call Centres2. Reliability3....4....1. Pricing2. Reliability3....4....1. Call Centres2. Reliability3....4....1. Reliability2. Features3....4....Former Customers4%Non-Customers18%Considering Customers12%Customers66% 24. Copyright 2013 Beyond. All rights reserved. Private and CondentialLOOK BEYOND YOURBRAND 25. Copyright 2013 Beyond. All rights reserved. Private and CondentialMost conversations arent about your brand0.5%0.5%99%You and your competitorsTheir lives Brand A Brand B 26. Copyright 2013 Beyond. All rights reserved. Private and CondentialCultural Tensions:My needsMy familys needsSocietyPopular cultureBrand Proposition:How awesome we areMeetingneedsContent strategyBranded utilitiesProduct developmentStaying relevant 27. Copyright 2013 Beyond. All rights reserved. Private and Condentialwhite space ANALYSISDiscover conversations that:1.Fit with your brand2. Are large or will be3. Appeals to your audiences4. Is "interesting"0102030405060708090100Apr-12May-12Jun-12Jul-12Aug-12Sep-12Oct-12Nov-12Dec-12Jan-13Feb-13Mar-130.00%0.00%0.00%1.73%0.00%0.65%0.22%HPOracleIBMGoogleCiscoMcsftGEHow White is the space?Potential Market Value: $131 BTrend dataWhite Spaces are topics that cover the common ground between a brands offeringswhether this offering isas tangible as an actual product or as abstract as a value propositionand the needs of its target audiences. 28. Copyright 2013 Beyond. All rights reserved. Private and CondentialPain Point ANALYSISWHAT ARE MOMS DISCUSSING?negative positiveVOLUMEVOLUMEBaby clothesCar seatsCribsDiaper/changingbagsStrollersSlings/wrapsMaternity clothesFeeding chairs,furnitureCarriersProductsMaterials/fabricsComfortSafety for babyEase of use/installation/navigation(includes ability touse outdoors)Compatibility withphysical activityAppropriatenessfor baby (e.g., isbaby too big)Ease of cleaningcolorsPatternsPrice/valueAttractiveness/trendinessProduct CONSIDERATIONSAt which point of the need staGE CUSTOMER JOURNEY are moms posting?*0%Pre-awareness7% 14% 17% 12% 67%AWARENESSFAMILIARITY CONSIDERATION &RESEARCHPurchaseRecommendation &sharing*Posting only about baby/maternity products or comfort/style with regard to pregnancy/taking care of baby.WHICH EMOTIONS ARE MOMS EXPRESSING?**Posting only about baby/maternity products or comfort/style with regard to pregnancy/taking care of baby.36%Happiness21%Confusion/FEAR19%dissatisfaction14%Excitement/hope 29. Copyright 2013 Beyond. All rights reserved. Private and CondentialKey pointsThere is more tosocial data thanjust measuringbrand health2 31Diagnose problemsby segmenting dataLook beyondmentions of yourbrand and look fornew opportunitiesto connect or painpoints to address 30. Copyright 2013 Beyond. All rights reserved. Private and CondentialTHANK YOUtimefor yourcontact usNils Mork-UlnesHead of Insights and Analytics, EMEA+44 771 307 7994nils@bynd.com@nilsmu