Presentaties Workshop ORM - 20 april 2010
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Transcript of Presentaties Workshop ORM - 20 april 2010
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20 april 2010
Grip op online reputatieWorkshop Online Reputatie Management
MarketResponse, 20 april 2010
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MarketResponse 2
Programma
Workshop Online Reputatie Management
• Welkom
• Inleiding - Bart Götte
• Case: The Time is Now - Robert Lommers (Rabobank)
• Sturen op Online Reputatie Management - Berlinda Harkink
• Live demo/workshop - Bas de Luij
• Discussie & ervaringen
• Borrel (ca. 17:00)
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Inleiding
Bart Götte, commercieel directeur MarketResponse
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MarketResponse 4
MarketResponse
Exploratie, Duiding, & Perspectief
KlantManagement Klantbeleving Klantloyaliteit In-/uitstroom
PortfolioManagement Concept testing
Prijsbeleid
MerkManagement Merkbeleid
(online) Reputatie Marcom-effectiviteit
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Over Consumenten
Online Reputatie Management 5
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Over Consumenten
Online Reputatie Management 6
‘Sitting Duck’ ‘Social Weavers’ ‘Starlings’‘Streaming Goose’
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Over Consumenten
Online Reputatie Management 7
Mouse2Mouse&
Mouth2Mouth
Mouth2Mouth
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Over Marketing
Online Reputatie Management 8
Papegaaiduiker Condor
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Over Online Reputation
Online Reputatie Management 9
Identified Mean Starling
Identified 95% Starling flock
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Over Online Reputation
Online Reputatie Management 10
“It’s all about dynamics”
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Starlings @ Otmoor
Online Reputatie Management 11
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Sturen op online reputatie
Berlinda Harkink, communicatie-expert MarketResponse
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Het doel van ORM is het optimaliseren van stakeholder commitment
Ben je het waard dat er online positief over je wordt gesproken?
Het doel van ORM is het optimaliserenvan stakeholder commitment
Is je merk of bedrijf het waard dater positief over wordt gesproken?
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Reactief
ORM
Luisteren en duiden
MarketResponse 2010©
Drie niveaus van online reputatie management
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Wel of geen (klant)relatie?
Veel of weinig conversaties?
Hype of structureel?
Positief of negatief?
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De kracht van de massa of de kracht van de machtigen?
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ORM matrix(meestal) proactief
(meestal) reactief
beide
W-O-M stimuleren
Webcare
Offline contact
Actiecampagnes
Negeren
Structureel
Incidenteel/veel (hype)
Incidenteel/weinig
Negatief Sentiment / aanleiding Positief
Online ambassadeurs inzetten
Pers-/nieuwsberichten
Blogs/communities
(Thema)campagnes
Webcare
Offline contact
Bedrijfsprocessen aanpakken
Crisismanagement
Webcare
SEO
Offline contact
Negeren
Bedrijfsprocessen aanpakken
Issue management
Webcare
SEO
Offline contact
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CarpetRight wil filmpje onder het tapijt vegen
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Emotionele reactie van SNS Bank
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Groningen als aantrekkelijke studentenstad
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Achmea initieert maatschappelijk debat
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Educatief platform van Albert Heijn
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http://www.youtube.com/watch?v=0TYy_3786bo
Actie Ikea stimuleert word-of-mouth
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Wat zijn de kansen?
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2% minder negatieve berichten
= 1% meer omzet
Bron: London Business School of Economics
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Meer weten?Berlinda HarkinkExpert CommunicatiemanagementB.Harkink@marketresponse.nl06-22374171www.twitter.com/BHarkink
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Grip op online reputatie - live demo
Bas de Luij, senior research consultant @basdeluy
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STOP
LISTENandcollaborate
© 1990 Vanilla Ice
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Maar hoe stop je om te
luisteren?
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MarketResponse: in-depth duiding en advies• Implementatie juiste gebruik en inzet van instrument• Onafhankelijke duiding van online conversaties en insights• Inzet van specifieke expertise, klantkennis en branchekennis• Krachtige combinatie met traditionele (lopende) marktonderzoeken • Advies: reputatie management• Maar ook: marketing, e-marketing, (socialmedia)campaigns, co-creation,
innovation/product development, operations, customer care en webcare.
ORM instrument
MarketResponse en Teezir: een uniek partnership
Teezir: online tool
• Afgebakende bronnenset: - Algemeen: news, fora, (micro)blogs, reviewsites - Specifiek: klant, branch- of sector - Blindspot: analyse buiten afgebakende bronnenset
• Schone data voor optimale, accurate sentiment analyse• Intuïtief online dashboard voor 24/7 monitoring en dynamic search• Mogelijkheid voor webcare-integratie
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