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
www.facebook.com/BursonMarsteller.Asia
http://slidesha.re/msXuMx
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