CHAPTER SEVENSAVVY MARKETING: HOW REPUTATIONAL DATA DEFINES YOUR

BRAND

Mansoureh Rousta

• eBay is a classic example of why reputation ratings matter on the web.

• Customer reviews, ratings, and complaints have been shaping online commerce for years.

• One recent study found that four-fifths of eBay sellers receive a 99 percent positive rating or higher. The reason may be that the people rating them don’t want to get a bad rating themselves in retaliation.

• Successful businesses need to understand how online reputation systems work, and how, despite their flaws, they’re shaping consumer markets.

• Today, success comes from knowing how to build a good relationship with your customers online

Companies How to manage their online presence

Significant edge

New Reputation economy

HOW GOVERNMENT AGENCIES BECAME COMPLAINT CENTERS??!!

1. bill shock

2. CNN built a story on bill shock around Kerfye Pierre’s case

3. The FCC negotiated an agreement for wireless carriers

4. Several government agencies hope that turning these complaints into Open Data will embarrass companies into becoming more consumer-friendly without regulators forcing them to.

• For example:

• The National Highway Traffic and Safety Administration has run a Safety Complaints Search Engine that allows searches by make, model, and year.

5. In 2012, the Consumer Financial Protection Bureau (CFPB) launched a public database of credit card complaints that anyone can download, analyze, and use.

TURNING COMPLAINTS INTO SOCIAL CUSTOMER SERVICE

• PublikDemand, is helping consumers complain more loudly.

• PublikDemand focuses on consumers, the company also has advice for consumer-facing businesses.

• Courtney Powell

• complaint about unlimited data throttling against AT&T

The founders of PublikDemand say that they’re not out to get these companies: on the contrary, they wan to help them do better…

• complaint about unlimited data throttling against AT&T

• Eighty percent of complaints to PublikDemand involve telecom companies

• Fouty said: “A lot of companies, see customer service as a cost center and try to minimize the amount of money they’re spending there. But,

• companies have an opportunity to keep the social media part of the operation in house and really merge it with customer service.

You’re going to see some real differentiation between companies

that get it and companies that don’t.

USER REVIEWS: WHO ARE THESE PEOPLE?

• worst-case scenario for any company is …

• as powerful, is the Open Data contained in the consumer reviews that now crowd the web : Yelp, Zagat, TripAdvisor, Hotels.com, Amazon, Best Buy, and who knows how many other sites????

• Studies have now demonstrated, if proof were needed, that these sites influence where people eat and sleep and what they buy.

• Manipulated reviews are ultimately bad for websites

• Fake reviews aside, different review sites tend to reflect different views of the world

• “Generally speaking, people on Facebook are more positive than on other sites on the web,” said Muhlner.

• , social media analysts have to find ways to mine the full information that consumer reviews convey. And they can’t just go to one or two review sites.

• Since the vast majority of tweets are public, it’s all Open Data, at least in theory. Twitter does offer application programming interfaces (APIs) and data feeds for users who want to analyze them.

“I noted that there’s an awful lot of analysis in Twitter because it’s

easier to get Twitter data than it is to get anything else.

I find that a bit worrying.”

Helen Margetts, the political scientist who heads the Oxford Internet Institute at Oxford University said.

THE REPUTATION-IMPROVEMENT BUSINESS

How do you manage the unmanageable and build your online reputation????

One solution is negotiation

• TripAdvisor find postings from unhappy customers, and then contact them to offer a bonus or deal that will make things right.

• While this strategy may work to a degree, some new companies are developing more systematic—and, they would claim, more effective—ways to manage a company’s reputation online.

• The most prominent is a California startup called Reputation.com led by founder and CEO Michael Fertik. “You have to care about your reputation,” Fertik explained.

• Reputation.com is building a portfolio of services, the core of the business, as the name implies, has been reputation management.

“A lot of people want us to make sure that their Google results look pretty good,” said Fertik

• ‘will invite real customers, at least people we believe to be real customers, to provide real feedback, positive and negative. When it comes to search results, we will write content, but we will not say anything that is not ‘Wikipedia approvable.’ said Fertik

• “Some people are very flippant in saying that the Internet is a source of truth,” “It’s not. It’s not a source of falsehood. It’s just a source of half-truth, of incomplete truth. We just give you a fighting chance of explaining who you are.”

Reputation.com is now working on a new product, the Reputation Score

REALIZING THE BUSINESS POTENTIAL

• Online reputation is now core to brand value.(Review sites, blogs, and Twitter )

Learn How to Mine

Social Media

Consider Using

Reputation-Enhancing Services

Turn Complaints

into Marketing

Opportunities

ANY QUESTION????

MY IS

EXPLAIN NEW WAYS TO OPTIMIZE BRAND MARKETING