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Social Media & Reputation Management: The Why and The How
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Reputation Management The Why? The How? September 29, 2008 PRESENTATION ON
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Presented at Social Media Marketing Summit in San Francisco, this presentation present approach to actual reporting on understand a Social Media Reputation Management campaign.
Transcript of Social Media & Reputation Management: The Why and The How
Reputation ManagementThe Why? The How?
September 29, 2008
PRESENTATION ON
WHY IS REPUTATION MANAGEMENT IMPORTANT?
Introduction
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Even back in 2001
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It’s just easier now and…
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…News travels faster and further.
BONUS ROUND FOR YOUR CFO OR ANY C-LEVEL BOSS
Part II: Why Care About Reputation Management?
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Ignorance is throwing money away
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The price of ignoring your reputation
London School of Economics study:• “2% reduction in negative word of mouth
boosts sales growth by 1%”
• Dell study on Word-of-Mouth:– average consumer is worth $210– average detractor costs the company $57 – average promoter generates $32
HOW DO I START?Section One
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What are the themes of Reputation Management
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Your Reputation Management Strategy:The first step is to Listen.
Measure
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Where do we start?
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But where do your customers go?
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Should you follow Twitter?AdWeek said every one is talking about it.
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Or a large, relevant niche group?But forums sound so 1998.
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Where are people talking about us?
• Search about your company:1. Company Name2. Company URL3. Products4. Public Facing Employees5. Competing Products6. Descriptions
• Company Name + sucks• Company Name + rocks• Company Product + review + sucks
HOW DO YOU TRACK CONVERSATIONS?
What do the reports look like?
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Our Client Needed Help….
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…Understanding their Buzz
• Reputation Management for Pleo• Identifying influential bloggers to reach out to
• Track where we respond and comment
• Identifying trends in changing conversationsSee the whitepaper at:
http://www.buzzlogic.com/case_study/case_study-BuzzLogic-Estorm.pdf
ENGAGEMENT: FINDING VOICE
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What are the themes of Reputation Management
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Your Reputation Management Strategy:The first step is to Listen.
Measure
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It’s kinda like a cocktail party
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Mindset Shift is Required
*An exaggeration
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Negative Comments? Be Transparent & Honest.
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Finding Voice: 10 Downing Street
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Finding Voice: H&R Block
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Finding Voice: Zappos
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Take Aways…
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Thank You!Daniel Riveong
“Looking at Reputation Management”
Social Media Marketing Summit 08
Who?
SEO, Social Media Guy (Bourbon Drinker)
Where?
San Francisco
e-Storm International
Reaching Out?
SMS: Text “Riveong” to 50500
Blog: http://emergence-media.com
Twitter: http://twitter.com/danielriveong
Email: [email protected]
Credits
• Slide 9:http://www.flickr.com/photos/johnnyvulkan/381941233/
• Slide 10:
– “Advocacy Drives Growth” by London School of Economics:
• http://www.lse.ac.uk/collections/pressAndInformationOffice/newsAndEvents/archives/2005/Word_ofMouth.htm
– Ultimate Question: Driving Good Profits and True Growth by Fred Reichheld
• Slide 14:http://www.flickr.com/photos/briansolis/2735401175/
• Slide 15:http://www.flickr.com/photos/cuellar/57473280/sizes/o/
• Slide 20 & 21:Social Web Analytics eBook 2008 by Philip Sheldrake
• Slide 24:http://www.buzzlogic.com/case_study/case_study-BuzzLogic-Estorm.pdf
• Slide 28:http://www.flickr.com/photos/briansolis/2438243203
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