integrating social mediainto reputation management

steve bowen

market leader – burson-marsteller singapore

@steve_bowen#ismrm

re-pyə-ˈtā-shən

a : overall quality or character as seen or judged by people in general

b : recognition by other people of some characteristic or ability

“To create an unfavourable impression, it is not necessary that certain things should be true, but

that they have been said.

The imagination is of so delicate a texture that even words wound it.”

William Hazlitt

http://www.flickr.com/photos/fpsurgeon/595048671

quick – name a soft drink…

consumers view brands

through multiple channels filtered

through the lens of

civil society

purchase

?

initial consideration set research

active consideration

marketing effectiveness

39%

26%

22%21%

37%

31%

initial consideration active consideration closure

company driven marketing

consumer driven marketing

source: McKinsey Quarterly

“The consumer decision-making journey” 2009 Vol. 3

10 simple laws forsocial media integration

the law of intention

set measurable objectives before you engage online

1

the typical engagement model…

EXECUTE PLAN RESEARCH

18%

20%

12%

8%8%

11%

4%

9%

Microblogs Social Networks Corporate Blogs Video

Active

Inactive

55%of Asian corporate social media accounts are inactive

Source: Burson-Marsteller Asia-Pacific Social Media Study 2010

…has predictable consequences

http://www.flickr.com/photos/25515715@N04/3277210531/

the law of listening

don’t join the conversation until you are sure you know what the conversation is

2

what’s the buzz?

www.buzzmachine.com/2005/08/17/dear-mr-dell/

the law of authenticity

communicate as human being – both you and your audience have that in common

3

match the intent to the reality

74%

60% 59%

89%

57%

28%

51%

72%

Global Asia-Pacific Europe U.S.

Allows 'Liker'posts Responds to 'Liker' posts

the law of inclusivity

make your audiences part of the brand, not part of a target

4

the law of responsiveness

respond to comments as soon as you have the facts straight – not before and not later

5

http://www.flickr.com/photos/purplemattfish/3020016417

the law of transparency

disclose your affiliations or others will do it for you

6

“When there exists a connection between the endorser and the seller of the advertised product that materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience), such connection must be fully disclosed.”

Federal Trade Commission: Guides Concerning the Use of Endorsements and Testimonials in

Advertising

http://www.ftc.gov/os/2009/10/091005endorsementguidesfnnotice.pdf

Source: The Customer Collective Blog

http://www.thecustomercollective.com/Home/36101

the law of proportion

sometimes the best response to online criticism is no response

7

The Streisand Effect

the best way to createpublic debate is try to

stop public debate

The Footballer Formerly Known as R**n G**gs

“With about 75,000 people having named Ryan Giggs on Twitter, it is obviously impracticable to imprison them all.”

John Hemming, MP

the law of magisteria

lawyers cannot defend you in the court of public opinion

8

people on original e-mail20

civil lawsuit by hospital$20K

collected in coins nationwide$65K

the law of measurement

measure only what is meaningful, not what is available

9

of marketers in the U.S. say that the main obstacle to implementing an effective online measurement strategy is that there is too much data.eMarketer.com, June2010

17%

of marketers in the U.S. say that the main obstacle to implementing a social media strategy is there is not enough data or analytics to develop

ROI. eMarketer.com, April 2010

35%

How much is enough?

http://blogs.cisco.com/socialmedia/measuring-social-media-and-its-impact-on-your-brand/

Community

Health

Market

Perception

Quantitative

EngagementIncrease in

content views ordownloads

Increase in community

memberships

% change in content / channel

subs

Ratio of posts to comments / replies

No of positive 3rd

party comments

CustomerSatisfaction

% change in customer

satisfaction

% Change in customer retention

% change in customer loyalty

Correlation of sentiment to satisfaction

% change in overall positive

sentiment

Social Content Mobility

% change in Twitter retweets

% Change in Facebook Likes /

shares

% change in YouTube Likes /

embeds

% change in blog trackbacks

% change in content tagged or

ranked

Thought Leadership

% Change in SOV per thought leader topic

% change in Cisco thought leaders quoted

Increase in topical content coverage

Increase in perception of C. as thought leader

Message Resonance

% of conversations carrying one or more key messages

% change in key messages in social media conversations

% change in awareness and credibility of key messages

Market Awareness% change in aided / unaided

awareness vs. competition% change preference in specific

markets vs. competition % change in positive sentiment

vs. competition

Market position% change in no. of times C. is

positioned favourably in conversation vs. competition

% Change in no. of times C. mentioned positively in key blogs and communities vs. competition

% change in perceived position relative to competition

Leads / Sales / Market Share

% change in cost per qualified lead

% change in cost per contact or cost per

customer acquisition

% change in desirable mentions of key sales

drivers

% change in correlation between social media

conversations and qualified leads

Efficiency of Communications

Decline in costper click through

Decline in cost per message communicated (budget divided by

message appearnces)

Decline in costper engagement

the law of mistakes

be prepared to make mistakes – because you will

10

http://www.guardian.co.uk/media/pda/2009/jun/22/twitter-advertising

http://socialmediatoday.com/SMC/104490

mistakes happen – acknowledge, apologize and move on

closing thoughts

soh-shuhl

a: pertaining to, devoted to, or characterized by friendly companionship or

relations

b: seeking or enjoying the companionship of others; friendly;

sociable; gregariousc: of, pertaining to, connected with, or suited to polite or fashionable society

mee-dee-uh

a: the means of communication, as radio and television, newspapers, and magazines,

that reach or influence people widely

integrating social mediainto reputation management

steve.bowen@bm.com

www.facebook.com/BursonMarsteller.Asia

http://slidesha.re/msXuMx