Digital Footprint and Social Media Summary
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This document discusses the importance of understanding a company's digital footprint and presence on social media. It notes that customers increasingly engage with companies online rather than at their physical locations. It also emphasizes that a company's reputation is influenced by what others say about them online. The document advocates building systems that can listen to, analyze, and engage in online conversations to understand customers and how they perceive a company and its competitors. It also stresses the importance of adapting technologies to understand markets, which are now largely represented as online conversations.
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Digital Footprint and Social Media Summary
- 1. DIGITAL FOOTPRINT AND SOCIAL MEDIA Justo Hidalgo Vice President, Product Management and Consulting
- 3. First: yourcustomersdon’tplay in your home anymore … and thismeansthat…
- 4. … yourcustomers are playingsomewhereelse…
- 5. … so youneed to knowwhere the conversations are taking place now…
- 6. © Daemon Group 2008 (Remember: yourcompany’sReputationdoesnotjustdepend on you….) Source: http://www.slideshare.net/DaemonDigital/digital-reputation-management
- 7. … butbeingperfectlyrecognizablethroughout time and actions
- 8. Haveyoureadthis? Social Profiling: The Forrester approach
- 9. Thisis a summary of theGroundswell Creators Critics How people use Social Technologies: Creators: generate social content Critics: respondtothecontent Collectors: organizeinformationforthemselves Joiners: are connectedthrough social networks Spectators: consume social content Inactives: don’tcreate, don’t consume Collectors Joiners Spectators Inactives
- 10. ReputationStages: Listen, Pulse Analyze EstablishConversations
- 11. Case: Skittles They “moved” to social networks Initially: hugesuccess Challenges: “Profane Tweets” ROI “Buzz”? Strategic?
- 13. Second: whatyou do isregistered and recorded
- 14. The Big Mistake Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.
- 16. Butlet’sthink “Corporate” Thenetworktells me what my customers are thinkingabout me Thenetworklets me influenceon my customers’ decisions Thenetworkallows me toknowwhat my competition’scustomerssayaboutthem Thenetworklets me influenceon THEIR customers The networklets me answer my customers more efficientlyand appropriately
- 17. But, how do youbuild a systemthatlistens, analyzes and establishes new conversations?
- 18. Architecture of a Social Media MonitoringTool
- 22. Conclusions Technologyisadvancingenormously (surprise!) Everycompanymust decide therythm of adoption of new technologiesfromthefollowingpoints of view: Strategy(where do wewant the company to go to) Tactic (wherecan’t I avoid my companyfromgoing) But… MARKETS ARE CONVERSATIONS … and a greatdeal of thatconversationtakes place in thenetwork How can I obtainenoughinformationtostartlistening?
- 23. You’velistenedalready. Analyze and, ifyoufeellikeit, let’s TALK Justo Hidalgo VP Product Management and Consulting (justohidalgo@denodo.com) (http://www.linkedin.com/in/justohidalgo)
- 24. Imagesshown in thispresentation, unlessstatedotherwise, are of my ownor come fromsearchingthe search.creativecommons.org site, whichprovidesimageswith CC licensing Credits
Notas del editor
- Fuente: http://www.slideshare.net/DaemonDigital/digital-reputation-management
- http://www.socialamerican.com/branding-strategies/skittles-social-media-case-study-771 Instead of the usual corporate propaganda, the home page and “chatter” section became the brand’s Twitter page, the video media and images pages became the brand’s YouTube page and Flickr stream, respectively. Meanwhile, the “friends” section morphed into a Skittles Facebook fan page. According to Andy Hobsbawm, European chairman of online ad firm agency.com , which came up with the idea, the site received so many hits the first day it brought down Twitter.”The biggest issue that Skittles has been facing is having users bombard the site with inane and often profane “tweets.”