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1 de 88
t Online Reputation Management By Tim Shier (tim.shier@brandseye.com)
As a spotty faced teenager…
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.
Online just makes it more accessible.
“ 93% of journalists use search engines to research their stories” - Edelman Trust Barometer 2008
“ 40% of people trust CEOs” - Edelman Trust Barometer, 2010
 
The good old days are passing away…
Traditional  “ Train Line Model”
Now, anybody can product content.
300 million blogs - Technorati, 2009 400 million Facebook users -Facebook, 2009 300 million MySpace users - MySpace, 2009 18 million Twitter users - Mashable, 2009
“ [In the USA] by 2010 GenY will outnumber Baby Boomers and 96% will be on Social Media sites” - Social Media Revolution 2009
Boundless Broccoli Model
“ 78% of people trust the recommendations of others” -Nielson “Trust in Advertising” Report
Need to empower stakeholders.
Affecting the bottom line?
Steve Jobs – heart attack
 
98 700 conversations online.
Apple lost 10% of their share price…
…  in 11 minutes…
…  which amounted to over R100 billion lost. #fail
 
“ Customer satisfaction beats NASDAQ average by 335%” -Journal of Marketing, 2006, Vol 70
The Four Elements of ORM
Monitor
Two approaches:
Buzz Monitoring
Mention Tracking
How to monitor
[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Choosing Phrases
[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Measure
 
[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
Manage
Reputation crisis….
 
 
 
 
 
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ We were very pleasantly surprised” – Paul Galatis
Keep it simple…
Keep it simple… and human.
Maximise
Operational Optimisation ,[object Object]
Maximise on Outcomes Campaign round 1
Maximise on Outcomes Campaign round 2 including learning's
Maximise on Outcomes Campaign round 3 including further learning‘s
Business Strategy
Low-ish hanging fruit
Take the SA Internet for example…
 
 
 
Evidence based Branch selection
 
Perception = Reputation = Share Price
Engaging stakeholders critical
Transparency & Effective Communication
Rapid Resolution
In Summary
[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You.
@timshier  @brandseye [email_address] Google: Tim Shier (excuse the dress) Presentation: www.brandseye.com/imsummit4

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