This is an old presentation I've done at the IAB Belgium about e reputation, buzz monitoring engaging with community and some cases studies

1. How to improve your e-reputation

2. Agenda
I. Introduction
II. Manage your e-reputation
III. Main Findings
IV. What Can I Get From Monitoring
V. How To Get Started ?
VI. How To Engage Conversation ?
VII. Practical Cases
VIII. Key To Succeed
IX. Q & A
How to improve your e-reputation

3. Social Media
Map 2007
The plate tectonics Social Media
of Social Media Map 2010
* flowtown

4. Communication channels
TV!
…! Radio!
Social
Press!
Media! Social Media is a new
communication
channel, who will not
replace others
channels!
…! Mailing!
E-
Internet!
mailing!
DM!

5. Carlos, Myspace
Dmitri, Flickr
Scott, Forum
Tina, Bloger Graham, MSN
Yvonne, Netlog
Karl, Youtube Agnès, Twitter

6. Social media give people a
voice...
Everybody is talking:
• your customers!
• your donors!
• your volunteers!
• your employees!
• your investors!
• your critics!
• your fans!
• your competition....
• anyone who has internet access and an opinion

7. “Every two days now we
create as much
information as we did
from the dawn of
civilization up until
2003.”
Eric Schmidt,
Google CEO

8. II. Manage your e-reputation

9. “ It takes 20 years to build a
reputation, and 5 minutes to
ruin it. If you think about that,
you will do things differently.”
Warren Buffett

10. What is buzz monitoring ?
“Buzz monitoring is the keeping track of consumer
responses to commercial services and products, to
establish the marketing buzz surrounding a new or
existing offer. Similar to media monitoring it is becoming
increasingly popular as a base for strategic insight
development alongside other forms of market research”

11. Most companies rely on search alerts
Keeping tabs on buzz about your brand is
vital. Even if a company is less involved
directly in social media, its customers almost
definitely are, and their conversations can end
up a big story.
A majority of companies were using tools like
Google Alerts to monitor discussions of the
firm and its competition across social media
sites. Outsourcing the task or using a
dedicated application for the purpose was
relatively uncommon.

12. According to a recent survey by Synthesio over 200
million conversations accross 17 countries in a three-
month period, the 10 most talked about topics on the Net
are :
Auto &
Health Games
Motor
14 % 13 %
10 %

13. WTF, How Many monitoring tools are
there ?

14. We have realized a comparative analysis
of the 20 most relevant monitoring tools
We’re scanning the market in order to define which analysis tools fit best to our clients’ needs!

15. Monitoring tools overview
Main monitoring tools are developed in the US & the
UK
UK company are developing their tools for French and
Dutch language

16. Monitoring tools overview
± 100 suppliers have developed their own proprietory
Own technology. Then there are many copycats!
technology
An undefined number of suppliers market “me too’s”
Me too and offer reskinned programs.
There are thousands of free tools. Each has a specific
Freetools purpose or function: languages, media type, but with
no global view

17. III. Main Findings

18. Main results of our analysis
Conclusion #1:
Vague and confusion in terminology used!

19. Main results of our analysis
Is the glass half empty or half full?
Conclusion #2:
No common code of « metrics »!

20. Main results of our analysis
Conclusion #3:
Social media monitoring strategy ≠ listening strategy !

21. Main results of our analysis
Conclusion #4:
Even if we can do magic, no tool can do miracles!

22. Monitoring tools categories
Monthly price
Plenty
of
tools
developed
by
one
consultancy
company.
Strategic
10.000€
WOM
recommenda=on
and
very
deep
analysis
consultancy
Focus
on
research
and
result
relevance.
1.000-­‐
WOM
research
Strong
segmenta=on.
2.500€
Dedicated
account
for
the
project
200-­‐
Technical
tools.
500
€
Technology
and
Recommenda=on
analysis
Dashboard
with
results
and
graphics
1-­‐150
€
Pure
Technical
tools.
Pure
Technology
and
tools
Only
lis=ngs
no
charts

23. Main categories in monitoring tools
Listing of raw data Graphics & deep analysis

24. Main categories in monitoring tools
Human expertise & “insight” Consultancy services

25. Segmentation in the monitoring tools
market
E-­‐reputa=on
Share
of
buzz
Categories
of
monitoring
tools
Market
Insights
Brand
evolu=on

26. IV. What Can I Get From Monitoring

27. Complaint
solve
problem
Compliment
Influencer
find
your
next
tes=mony
ambassador
Expressed
Crisis
need
warning
-­‐
new
product
10 Reasons reputa=on
To Use
Social Media
Monitoring!
Compe=tor
iden=fy
their
ROI
measure
forces
Crowd
iden=fy
Audit
scan
your
trends
market
Threats
comprehend

28. you will be surprised…
Customer
service
Sales
Product
Innova=on
Brand
Mgmt
Corporate
…by
the
value
of
the
insights
from
a
monitoring
Com
approach,
especially
for
your
company

29. V. How To Get Started ?

30. What do you need ?
Automated or
Human
Interpretation?

31. What do you need ?
Automated or
Human
Monitoring?

32. What do you need ?
Qualitative or
quantitative
analysis ?

33. What do you need ?
Real time or
delayed
results ?

34. What do you need ?
Monitoring from
now or from the
past ?

35. What do you need ?
Use of
sentiment &
tone of voice
analysis ?

36. What do you need ?
Do you need
keyword or
influence analysis?

37. What do you need ?
Do you need a
dashboard ?

38. What do you need ?
Do you need a
report on
results?

39. What do you need ?
Do you need a
consulting analysis ?

40. What do you need ?
Do you need
suggestions?

41. What do you need ?
so
what
do
you
really
need
?
Monitoring tools are not equal…
…they have their own
characteristics

42. 3 crucial questions…
1. What do you want to Monitor?!
 Your brand name
 Your competitor
 Your services
 Key words
 Your actuality

43. 3 crucial questions…
2. Why?!
 Consumer buzz
 Brand reputation
 Product innovation
 Market insights

44. 3 crucial questions…
3. What are you going to do with it?!
 Adapt your strategy
 Influence
 Dialogue

45. VI. How To Engage Conversation ?

46. You donʼt have to hire legions of people to respond and
participate in social media conversations

47. Few conversations about the company
and its products need a response (<5%) !

48. Donʼt just grab someone with a FB profile & put him in charge
of social media engagement

49. use an “elite hybrid team”
!
A lot of public relations & marketing com, with a few of customer
support experience, The whole mixed with empathy

50. You can’t respond to everyone
it’s all about prioritizing
How influential is the source?

51. You can’t respond to everyone
it’s all about prioritizing
How many are talking about the topic?

52. You can’t respond to everyone
it’s all about prioritizing
Did the media talk about the crisis?!

53. You can’t respond to everyone
it’s all about prioritizing
What’s the potential business impact? !

54. You can’t respond to everyone
it’s all about prioritizing
Can we correct this inaccurate information?!

55. You can’t respond to everyone
it’s all about prioritizing
Can we add value to the conversation?!

56. You can’t respond to everyone
it’s all about prioritizing
Can we resolve a customerʼs problem ASAP!

57. You can’t respond to everyone
it’s all about prioritizing
Turn around an negative situation by offering help?!

58. Do & Don’t
Don’t try to erase bad incidents from the past!

59. Do & Don’t
Don’t create fake profiles!

60. Do & Don’t
Be honest about who you are!

61. Do & Don’t
Don’t try to sell!

62. Do & Don’t
Give help, advice, ...!

63. Do & Don’t
Empathy, listen!

64. Do & Don’t
Answer to the questions!

65. Do & Don’t
Bring content!

66. Do & Don’t
Ask people!

67. Do & Don’t
Create your page on main social media!

68. VII. Practical Cases

69. CASE #1

70. Avis wanted to beat its rival Hertz
in the profitable business sector
Avis identified key positives and negatives about its brand in relation to the
competition.
They found that a key positive for Hertz business users was the availability
of Neverlost (GPS) navigation.
After this monitoring they realized they needed to :
• install GPS
• improve the loyalty scheme
• simplify the contract
Car rental sector is growing at 1% per year
After having done their online social media activities, the Avis’ turnover
increased by 13%

71. CASE #2

72. • INFRAB
EL
INFRABEL : www. securiteferroviaire .be – crisis communication
spoorveiligheid
15 February 2010 : Biggest Belgian train crash ever,
Infrabel, manager of the Belgian railway infrastructure need
to react quickly

73. • INFRAB
EL
INFRABEL : www. securiteferroviaire .be – crisis communication
spoorveiligheid
Create a website in 48h based on Infrabel content to explain
the rail security to people. Press Release to announce the
opening of the website.

74. • INFRAB
EL
Technical explanation doesnʼt fit with people expectation!
INFRABEL : www. securiteferroviaire .be – crisis communication
spoorveiligheid
Create a website in 48h based on Infrabel content to explain
the rail security to people. Press Release to announce the
opening of the website.

75. SHARE OF BUZZ VOLUME
Conversation
about :
• Hall / Buizingen
• Infrabel
• NMBS / SNCB
Conversation Generator
INFRABEL : www. securiteferroviaire .be – crisis communication
spoorveiligheid
Monitor online conversation to discover what people are
talking about.

76. First reaction was about sadness, then they were angry about
security, delay and structural functioning
INFRABEL : www. securiteferroviaire .be – crisis communication
spoorveiligheid
Create content that answer to the real concerns

77. First reaction was about sadness, then they were angry about
security, delay and structural functioning!
INFRABEL : www. securiteferroviaire .be – crisis communication
spoorveiligheid
Create content that answer to the real concerns

78. CASE #3

79. • INFRAB
EL
LEVI’S : Store Opening
Challenge : Create store traffic and sale via online buzz for
store opening and concert by Headphone. Action: 10 days of
blogging, social media postings and online activation. Result:
Sales objectives reached , high attendance by 2000 visitors
and increase to 7 pages of Google referrals.

80. • INFRAB
EL
LEVI’S : Store Opening
We use buzz monitoring tools to find where conversation
appears, were where the brands lover, headphone lover,
people speaking about Gent.

81. • INFRAB
EL
LEVI’S : Store Opening
We create conversation on social media to create public
interest - Headphone fan / Rock Fan / People leaving in
Gent / Fashionista

82. Post-campaign buzz
monitoring
Google search « Gent Levis Headphone » : 7 first page of google are only
talking about the action
One month later : Google search « Levi’s
or Headphone » present on the first page

83. VI. KEY TO SUCCEED

84. Select the right tool
Select a tool responding to
your needs
Share of buzz
E-reputation
Market Insights
…

85. Select the right tool
The Cost Policy
Per word, languages, timing, sentiments
tone of voice, analysis, …

86. Select the right tool
The Dashboard and reporting
qualitative or quantitative results, charts,
export results, …

87. Select the right tool
The alert
How do you know what's happening?

88. Don’t need to
answer to all the
mentions
“It is better to keep your
mouth closed and let
people think you are a fool
than to open it and remove
all doubt”.
Mark Twain

89. Start with a modest objective
that’s tied to a priority
Segment what
you want to
start monitoring

90. Begin by spending time
listening
Learn what are
the conversation
topics

91. The human element is essential
Human
interpretation is
essential
(native speaker)

92. Involve your agencies
but don’t
outsource
everything to
them

93. Share, Share & Share
Share the results of
your monitoring
actions

94. Invest as if it matters
Monitoring is just
the first step of
social media

95. Education beats “legislation”
Learn how the
community react

96. Have a social media strategy
Social Media is
not an other
place to
advertise

97. IX. Q & A

98. thomasvanroy@gmail.com
TwiWer.com/ThomBtm
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32
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