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tOnline Reputation
ManagementPirates and Samurais
By Tim Shier ([email protected])
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* Apologies if this means something else… My Japanese is lacking.
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With honour trust is implicit.
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Trust is learned.
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ORM is a means of identifying, understanding and responding to broken promises to direct the activity of gaining honour.
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Steve Jobs – heart attack
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98 700 conversations online.
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Apple lost 10% of their share price…
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… in 11 minutes…
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… which amounted to over R100 billion lost.
#fail
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“Reputation accounts for more than 20% of a brands total value”
- FTI Research 2009
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Wikipedia: Reputation isthe general opinion, ormore technically, a socialevaluation, of the publictoward a person, a groupof people, or an organization.(ed: that they will dosomething in particular)
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“66% of brand touch points are controlled by consumers.”
- McKinsey Quarterly, 2009
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“78% of people trust
the recommendations
of others”
-Nielson “Trust in Advertising” Report
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The Four Elements of ORM
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Monitor
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“It is only the enlightened ruler and the wise
general who will use the highest intelligence of
the army for purposes of spying and thereby
they achieve great results.“
- Art of War
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Two approaches:
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Buzz Monitoring
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Mention Tracking
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Manual Monitoring
• Use Google
• Use RSS
• Use Social Media searches
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Monitoring Services
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A Monitoring Case Study: South African Banks
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Choosing Phrases
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A Simple Phrase Selection Process
• Understand what you are trying to find.
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A Simple Phrase Selection Process
• Go to Google and test drive it.
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A Simple Phrase Selection Process
• Refine search using direct matches, inclusions and exclusions.
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Broad Match Search
• Example: First National Bank
• Will find highest ranking results for phrase.
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Direct Match Search
• Example: “first national bank”
• Must include full phrase.
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Inclusive Match Search
• Example: “first national bank” +”south africa”
• Must include both phrases.
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Exclusive Match Search
• Example: “first national bank” +”south africa”
–”Arizona”
• Must include full phrases but not “Arizona”.
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A Simple Phrase Selection Process
• Enter into ORM service.
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A Simple Phrase Selection Process
• Optimise ORM service.
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A Simple Phrase Selection Process
• Rinse, repeat for each phrase.
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Some doors are locked (sort of).
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Measure
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“Unless you know the mountains and forests, the defiles and impasses, and the lay of the marshes and swamps, you cannot maneuver with an armed force. unless you use local guides, you cannot get the advantage.
- Art of War
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WINNING?or
LOSING?
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Qualitative Measurement
• Identify
• Understand
• Engage
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Quantitative Measurement
• Simplify
• Understand
• Explore
• Justify
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Typical reports (and how to interpret them)
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Reputation and Volume
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Reach
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Ad Value Equivalent
AVE = Reach x CPM x Mentions.
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Domain
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Author
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Media
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Other Metrics to Consider
• Sentiment
• Credibility
• Language
• Country of origin
• Trends
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A Measurement Case Study: MWEB
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Objectives Defined and KPI’s Defined:
Metric During FTW After FTW
Conversationsper day
3482% increase Sustained 331% increase
Sentiment distribution (% positive)
156.521% more endorsements of the brand
Sustained 9.98% improvement in overall sentiment towards the brand.
Ad Value Equivalent
Up 1849% Sustained 84% increase
Reach 1216% up Sustained 81% increase
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Some Considerations
• Representativeness of data
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Some Considerations
• Statistical relevancy
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Manage
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“Fail to honour people, and they will fail to honour you.”
- Lao Tzu, founder of Taoism
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Rise of a champion
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Opportunity to build a real
Relationship
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The action plan
# 1 – Listen and understand
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The action plan
# 2 – Get off your high horse
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The action plan
# 3 – Be empathetic (truly)
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The action plan
# 4 – Be honest
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The action plan
# 5 – Keep it offline (initially)
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The action plan
# 6 – Be quick and nimble
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The action plan
# 7 – Be true to your brand
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The action plan
# 8 – You don’t always need to engage
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The action plan
# 9 – Under promise and over deliver (critical!)
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The action plan
# 10 – Open channels for future relationships
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Results
• 350 new Twitter followers
• Over 350 online conversations discussing ransom
• Online PR value exceeding R80 000 (in 1st week)
• Widespread offline coverage
• More than R100 000 donated to SoilForLife!“We were very pleasantly
surprised” – Paul Galatis
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Maximise
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“Supreme excellence consists in breaking the enemy's resistance without fighting”
- Art of War
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Operational Optimisation
• Allow for longitudinal benchmarking and improvement
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Maximise on Outcomes
Campaign round 1
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Maximise on Outcomes
Campaign round 2 including learning's
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Maximise on Outcomes
Campaign round 3 including further learning‘s
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Business Strategy
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Low-ish hanging fruit
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Take the SA Internet for example…
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[Business changes made – not for public domain]
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Closing Thoughts
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Four Parts of ORM
• Monitor the conversation online
• Measure it to understand tactical effectiveness
• Manage the conversation to get the most from it
• Maximise opportunity by making business changes
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Honor!
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@timshier @brandseye
[email protected]: Tim Shier (excuse the dress)
Presentation: www.brandseye.com/nomadic
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