Presented by Katherine Fletcher. February 11, 2009

Transcription

1 Managing Reputation Online Presented by Katherine Fletcher Senior Partner & Managing Director, istudio February 11, 2009

2 Agenda How Online Conversations Can Affect Your Organization Digital Media Demographics Importance of Online Reputation Managing an Online Crisis Steps to a Successful Reputation Management Campaign

3 How Online Conversations Can Affect Your Organization Risks and Opportunities

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10 Bill Marriott Blog: on the move

11 Customer Service/Sales: New Media Style

12 New Rules for Customer Service New technologies have further lowered the barriers to publishing Your customers can post reviews to microblogging services in seconds with no technical background Memes can spring up around customer service complaints Are you listening? 169 hotels from across the world are listening on Twitter 27 multiple property/chains have profiles on Twitter For a list of hotels and chains on Twitter:

13 Digital Media Consumers Who s Online Page

14 The Importance of Social Media 58% of all Canadian Internet users visit blogs Canada ranks #1 out of 8 countries in terms of blog penetration 6 out of every 10 Canadians in their 30s have visited at least one social networking site 83% for % for % of those in their 40s 33% of those in their 50s Overall, over half of all Canadians (53%) have visited social networking sites

15 Business Professionals Online 65% of business people use social networking sites including MySpace, LinkedIn, Bebo, Yahoo360, and Facebook Business professionals are reading blogs: 80% of business professionals say they read blogs, 51% reading blogs at least once weekly 53% read blogs for business information, 57% for technology topics 53% of business professionals say the content read in blogs impacts work-related purchasing decisions 70% recommend/pass on content from blogs at least once a month

16 Leisure and Business Travelers: Most Important Destination Information Sources Website of place you are staying/ 40% 20% general internet Internet booking service (Expedia, 15% 25% Hotels.com) Friends / Relatives/ Word 11% 36% of Mouth Previous travel experience 10% 22% n= 1,069 1,008 Leisure Leisure Business Business Internet website 40% 18% Previous travel experience 17% 16% Company referral/ preferred 15% 29% suppliers Internet booking service 13% 30% Friends/ relatives/ word of mouth 5% 17% n=

17 Leisure and Business: Use of internet Look at photos Get maps/directions Look for "specials" 89% 90% 87% 89% 85% 86% 85% 85% Amenities in the room 85% Take a virtual tour 73% 76% 70% 75% Consult ratings 70% Read testimonials/ Read trip advisors Consult blogs on 18% 22% Comparison shop 22% 68% 70% 52% 55% 31% 31%

18 Leisure and Business: Influence of sites on hotel, motel or resort selection Scale 1-5, 1 no influence, 5 great deal of influence, what kind of influence do these have on your hotel, motel or resort selection? Star ratings on internet booking services 72% 75% Read testimonials/comments by previous travelers 48% 55% Travel blogs Other 11% 12% 21% 21%

19 How to Handle a Crisis and How to Handle a Crisis and Manage Your Online Reputation

20 The Online Landscape Online conversations affect brands, reputation and customer relationships Oli Online, brands bl belong to those who own the conversation Touches all corners of the organization: communications, sales, product, marketing, HR, executive team

21 Your Online Reputation Matters now more than ever Badvocates have 300 per cent more impact on an organization s growth than advocates Two per cent reduction in badvocates leads to one per cent of growth Seven per cent increase in advocates needed for one per cent of growth 50 per cent of all online badvocacy or brand bashing is due to frustration at a company not listening Who s badvocating for you? Source: Dr. Paul Marsden, London School of Economics, 2008

22 The Benefits of Listening Constant awareness of popular pp opinion,,growing g sentiment, possible crises Shapes communication strategies and plans Can help craft policies for employee use of social media Familiarity with online influencers as important as journalists Ability to build relationships before a need arises Preparation for proactive outreach to blogs, communities and other social media Ability to harness the brand ambassadors and advocates

23 Online Behaviour: Three Clusters Source: An Analysis of Aggressive Online Behavior Targets Against Corporations, their Products, Services and Brands. Urs Gasser and John G.Palfrey, May 2007.

24 Online Aggression: Response Strategies Prevention Ongoing monitoring and awareness Report and analysis to the right levels of the organization Providing constructive and effective outlets for employee and customer frustrations Early engagement with critics Identify motives Create a response plan for different scenarios Identify appropriate response channels Pre-approved messaging ready to distribute Acknowledge the limits of what response can accomplish Legal action only as a last resort

25 Online Aggression: Response Strategies If you take the decision to engage: g Expect a backlash Expect to be flamed Expect to see every word you write or say scrutinised to the Nth degree Expect to see constructive dialogue evolve Expect to see advocates emerge Expect to continue the dialogue

26 What Would You Do? A prominent business and communications blogger has a complaint 1. Will your monitoring pick this up? 2. How do you categorize this as a threat to your reputation? 3. Is the complaint legitimate? 4. Should you engage? And if so, how? 5. What do you do when the complaint is amplified and spreads? Page 26

27 Steps to a Successful Social Media Steps to a Successful Social Media Campaign

28 Steps to Successful Social Media Outreach 1. Listen to your audience 2. Identify your greatest advocates 3. Engage g your audience 4. Expand the conversation Page 28

29 Who s Talking About You Find the Conversations Where do they occur? Who is participating? What is the volume? Develop list of key words and phrases Consider business lines, brands, products, issues, competitors, common complaints, executive names Gather insight from key departments such as customer service and HR Keep Google in mind what terms would oudaco consumer search for? What will they find?

30 Listening to What s Being Said Ongoing tracking and monitoring begins Options include both manual and automated tools Identify who has online influence Monitoring process is determined by: Risk tolerance How many key terms will we monitor? Do we have spammy terms? What frequency of reporting is needed? Is there additional analysis required?

31 Learning About What s Being Said Dig deeper into the content What is the tone? How are conversations connected? How does offline activity influence online conversations? How does online activity influence offline? Assess influence of conversations Overall traffic Connectedness (inbound links, commenting habits) Content quality and frequency of updates Saturation of blogging g in a given topic Offline blogger credibility Learn how to best respond, and refine your approach before leading the conversation

32 Engaging in the Conversation A Social Media Spokesperson would: Build a targeted list Aggregate and monitor relevant feeds Read what the targets write Establish rapport Respond to Blogger queries Comment on other Blogs Pitch with transparency and honesty Offer access to an experts or official representatives Offer compelling content whitepapers, research, surveys, video, photos and exclusive information They would avoid: Pitching in the traditional sense Posting a news release in a Blog s comments thread Over pitching the market Page 32

33 Expanding the Conversation Focus outreach on neutral and positive bloggers Avoid blogs with extreme POVs hostile bloggers those without influence Page 33

34 How to Pitch: Bloggers Love Social & Rich Media Page 34

35 Online Resources Compete.com (compares site traffic, influence, reach) Digg.com (the pulse of what s important online) AdAge.com (relevant marketing stats) Mashable.com (latest news and tools for social media) Comscore.com (marketing information) Twitter.com (microblogging platform) Netvibes.com (RSS aggregator) Google.com (google alerts; blog search) YouTube and Flickr (video and photo aggregations sites) Hi t j t lik th li l d th Hint: just like the online landscape, these are always changing!

36 Case Study Conclusion With the right outreach a With the right outreach, a badvocate was turned into an advocate

37 Questions? Katherine Fletcher SVP, Senior Partner and Managing Director (ext. 223)