Nomadic Marketing - Online Reputation Management - 2010

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Presentation delivered by Tim Shier at the Nomadic Marketing conference in Cape Town SA.

Text of Nomadic Marketing - Online Reputation Management - 2010

  • 1.t Online Reputation Management Pirates and Samurais By Tim Shier (tim.shier@brandseye.com)

2. 3. 4. *Apologies if this means something else My Japanese is lacking. 5. With honour trust is implicit. 6. 7. Trust islearned . 8. ORM is a means of identifying, understanding and responding to broken promises to direct the activity of gaining honour. 9. Steve Jobs heart attack 10. 11. 98 700 conversations online. 12. Apple lost 10% of their share price 13. in 11 minutes 14. which amounted to over R100 billion lost. #fail 15. Reputation accounts for more than 20% of a brands total value - FTI Research 2009 16. Wikipedia:Reputation is the general opinion, or more technically,a social evaluation , of the public toward a person, a group of people, or an organization. ( ed : that they will do something in particular) 17. 66% of brand touch points are controlled by consumers. - McKinsey Quarterly, 2009 18. 19. 78% of people trust the recommendations of others -Nielson Trust in Advertising Report 20. 21. 22. The Four Elements of ORM 23. Monitor 24. It is only the enlightened ruler and the wisegeneral who will use the highest intelligence ofthe army forpurposes of spying and therebythey achieve great results . - Art of War 25. 26. Two approaches: 27. Buzz Monitoring 28. Mention Tracking 29.

  • Manual Monitoring
  • Use Google
  • Use RSS
  • Use Social Media searches

30. 31. Monitoring Services 32. A Monitoring Case Study:South African Banks 33. Choosing Phrases 34.

  • A Simple Phrase Selection Process
  • Understand what you are trying to find.

35.

  • A Simple Phrase Selection Process
  • Go to Google and test drive it.

36.

  • A Simple Phrase Selection Process
  • Refine search using direct matches, inclusions and exclusions.

37.

  • Broad Match Search
  • Example: First National Bank
  • Will find highest ranking results for phrase.

38.

  • Direct Match Search
  • Example: first national bank
  • Must include full phrase.

39.

  • Inclusive Match Search
  • Example:first national bank +south africa
  • Must include both phrases.

40.

  • Exclusive Match Search
  • Example:first national bank +south africa
  • Arizona
  • Must include full phrases but not Arizona.

41.

  • A Simple Phrase Selection Process
  • Enter into ORM service.

42.

  • A Simple Phrase Selection Process
  • Optimise ORM service.

43.

  • A Simple Phrase Selection Process
  • Rinse, repeat for each phrase.

44. 45. Some doors are locked(sort of) . 46. Measure 47. Unless you knowthe mountains andforests, the defiles and impasses, and thelay of the marshes and swamps, you cannotmaneuver with an armed force. unless youuse local guides,you cannot get theadvantage .- Art of War 48. 49. WINNING? or LOSING? 50.

  • Qualitative Measurement
  • Identify
  • Understand
  • Engage

51.

  • Quantitative Measurement
  • Simplify
  • Understand
  • Explore
  • Justify

52. Typical reports (and how to interpret them) 53. Reputation and Volume 54. Reach 55. Ad Value Equivalent AVE = Reach x CPM x Mentions. 56. Domain 57. Author 58. Media 59.

  • Other Metrics to Consider
  • Sentiment
  • Credibility
  • Language
  • Country of origin
  • Trends

60. A Measurement Case Study:MWEB 61. 62. Objectives Defined and KPIs Defined: Sustained 81% increase 1216% up Reach Sustained 84% increase Up 1849% Ad Value Equivalent Sustained 9.98% improvement in overall sentiment towards the brand. 156.521% more endorsements of the brand Sentiment distribution (% positive) Sustained 331% increase 3482% increase Conversations per day After FTW During FTW Metric 63. 64.

  • Some Considerations
  • Representativeness of data

65.

  • Some Considerations
  • Statistical relevancy

66. Manage 67. Fail to honour people, and they will fail to honour you. - Lao Tzu, founder of Taoism 68. Rise of a champion 69. 70. 71. 72. Opportunity to build a real Relationship 73. The action plan # 1 Listen and understand 74. The action plan # 2 Get off your high horse 75. The action plan # 3 Be empathetic (truly) 76. The action plan # 4 Be honest 77. The action plan # 5 Keep it offline (initially) 78. The action plan # 6 Be quick and nimble 79. The action plan # 7 Be true to your brand 80. The action plan # 8 You dont always need to engage 81. The action plan # 9 Under promise and over deliver (critical!) 82. The action plan # 10 Open channels for future relationships 83.

  • Results
  • 350 new Twitter followers
  • Over 350 online conversations discussing ransom
  • Online PR value exceeding R80 000 (in 1 stweek)
  • Widespread offline coverage
  • More than R100 000 donated to SoilForLife!

We were very pleasantly surprised Paul Galatis 84. Maximise 85. Supreme excellence consists in breakingthe enemy's resistancewithout fighting - Art of War 86. Operational Optimisation

    • Allow for longitudinal benchmarking and improvement

87. Maximise on Outcomes Campaign round 1 88. Maximise on Outcomes Campaign round 2 including learning's 89. Maximise on Outcomes Campaign round 3 including further learnings 90. Business Strategy 91. Low-ish hanging fruit 92. Take the SA Internet for example 93. 94. 95. [Business changes made not for public domain] 96. 97. 98. Closing Thoughts 99. 100. 101.

  • Four Parts of ORM
  • Monitorthe conversation online
  • Measureit to understand tactical effectiveness
  • Managethe conversation to get the most from it
  • Maximiseopportunity by making business changes

102. Honor! 103. @timshier@brandseye [email_address] Google: Tim Shier (excuse the dress) Presentation: www.brandseye.com/nomadic