Post on 17-Aug-2014
description
Protecting and managing online reputation
Share of voice
Across the sectors
Good and bad
It matters
Positive consumer-generated reviews can have an impact on offline behaviour, with 24% using online reviews prior to paying for a service delivered offline. [Source:comScore / Kelsey Group, Nov 2007]
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It’s all about
Influencing the influencersConnecting with customersManaging feedbackDelivering comms with a constant brand toneDeveloping positive dialogue and relationship with constituentsArchiving positive brand comment
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Essential
TransparencyHonestyPolicy and processRapid responseFlexibility Integration
A spotless reputation?Online is already a brand
riskRumours spreadOnline is more extreme place for commentMultiple agendas of online communitiesCommunity journalism influences press, TV and radioMany touch points can result in a conflict of message
You can’t communicate
Without learning to listen
The tools to listen
Simply watching • Google blog search• Ice rocket • Technorati• Blog pulse• Google news
Detailed monitoring • Onalytica• Market Sentinel • Buzz Metrics
Useful tools• Google trends• iGoogle • Sphinn• Digg
Draw the battle lines
What do you want to influenceWhen will you respondHow will you cultivate authenticity What information is currencyHow will you personalise conversationsWhen will you draft in legal
Draft procedures and protocols
TriageIs it true?Put the criticism in context
• Is it on an influential site – assess and rank site• Who is the detractor – are they influential• Are others commenting
Assess the seriousness of the attack - Accept some of the views, but don’t hide and don’t overreactIs it affecting search ranking?
'Never pick a fight with someone who buys ink by the barrel'
Lies, lies and damn lies
Act quicklyThe truth will out - get the facts straightHumour and self depreciation can help!Be candid and declare your interestBe brief, to the point and transparentDon’t be emotional, heavy-handed, impolite or incorrect Collaborate with other credible sourcesConsider offline media and PPCYes involve lawyers – but only as a safeguard
Choose wisely
Selecting the medium to respond • Approach individual bloggers, commentators
etc• Direct mail, email• Own site• Personal letter, statement, phone call
Search engine
News search engines
Blog search engines
RSS
Coverage in online press
Blog posts
Forum debate
Social network buzz
Social news and bookmarking
RSS
It’s all about
Influence the influencersConnect with customersManaging feedbackDelivering comms with a constant brand toneDevelop positive dialogue and relationship with constituentsArchiving positive brand comment
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Become Aware
Engage
Learn
Decide
Purchase
Customer Journey Activation Metric
Post Purchase
Active engagement with influencers and online authoritiesOffer social currency to ignite conversations and interest
Create opportunities for dialogue and interaction to deepen the conversation and develop advocates
Ensure wide off-website placement of informative content such as Info graphicsTechnical data and Video demonstration
o Content coverage o Clipping volumeo Blog chatter analysis o Syndication analysiso Search engine visibility and rankings o Website links o Web traffic analysis (web analytics) o Referring websites and influencer
numbers Develop close (often offline) relationship with advocates to garner positive recommendation from community
Unique URLs and competition mechanics to drive web visits. Tracking URLs from influencer to purchase
o Sales volumeo Sony-Style referenceo CRM registration verification
Continued conversation development to ensure positive sentiment and sales affirmations (generating further advocates)
o Sentiment analysis o Clippings volume
Hotel Chocolat
Easter Egg hunt
Chris Bishop
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1 of 4 to graduate with the UK’s first e-business degreeBegan in online media in 1999 as a publisher and owner of an online sports networkCreate & Innovate, Johnson & Johnson, TradeDoubler and currently Hotel Chocolat…“Outstanding Personal Contribution to Affiliate Marketing" award and short-listed for “Publisher Manager of the Year” A4UExpo 2007. Support Bolton Wanderers & love Belvedere Vodka!
Hotel Chocolat
15 years old!DM backgroundRe-brand in 2003First store 2004US launch 2007
Why online PR
Tapping into the Google economy • Underpins search marketing (PPC) • Organic link building
Supports affiliate marketing and partnershipsMaintains a positive profile of off-website content and recommendation Amplifies marketing channels Common sense approach to delivering more sales
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Creating positive chatter
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Objectives
Increasing Hotel Chocolat’s presence online – including search engine rankings, relevant mainstream and niche websites, and within social media conversationDriving traffic to the Hotel Chocolat websiteDelivering tangible return on investment
Activity
Hotel Chocolat Easter egg reviewsThe Hotel Chocolat ‘Virtual Easter Egg Hunt’ and nine partner competitionsThe Niblingtons Easter GuideSix weeks only
Targeted
Food & drinkWomen’s lifestyleShopping, gifting, luxury buysCompetitionsFamilyDiary bloggers
Measuring
Trackable visitsCorrelations to salesAnalysis of conversion and time spend
Not Fluffy PR at all!
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Blogs and online media Nine influential blogs partnered with Hotel Chocolat to run the ‘online Easter egg hunt’ Guardian Unlimited front page Widespread pick-up in traditional media online and throughout the blogosphere.
Results
Driving out negative comment
Visibility still high today (almost a year later)
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Five take-aways
1. Learn to listen to online chatter 2. Understand the importance of advocacy
and not just product/store information 3. Create relationships with influencers 4. Gather internal support 5. Watch for the next big think – keep up
with online social media innovation
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Thank you
for Full ‘brands in social
media’ research
Email me (Katy Howell): Katy.howell@immediatefuture.co.uk