Social Media and Online Reputation Management

Transcription

1 Social Media and Online Reputation Management Rob Key, CEO, Converseon Business Wire June, 2008

2 Visibility The Reputation Conversation Search Engine Reputation Aggregation The waterline Podcasts Corporate blog MSM blogs Online media vehicles Social media Newsgroups Corporate website Analyst forums Detractor sites Professional blogs Personal blogs Control Enterprise Generated Content Mainstream Media Consumer Generated Content

3 Conversation Constituents CGM EGM MSM Social Media Blogs Reputation Aggregators Constituencies Consumers Media Partners Investors Employees Regulators Blogspotting

4 Search s Impact on Brand Reputation. Search engine results represent the first and most visible impressions that Internet users form when they re looking for information about your company, corporation, brand, products and services 92% of journalists use search engines to research stories 84% of adult Internet users, or about 108 million Americans, have used search engines to help them find information. The average user conducts some 34 searches a month Of those online, 88% locate web sites using search engines. 95% use search engines to research purchases 62 million searchers typed the website name directly into the search box (40% of online users) (Nielsen) 10% of searches are proper names

5 The Rise of Social Media 45% of adult Internet Users have created content online 70% if US Internet users watched a video online in January 08 55% of US teenagers visit MySpace daily MySpace has more users than the current population of the US. (about 300 million) Facebook adds 250,000 new users every day 77% think Blogs are a good way to get information about a company or product Triple digit percentage increases in number of visitors to SN s in % of consumers say best source for advice on products and services are other consumers

6 Anatomy of a SERP How You re Defined is Often in the Hands of Third Parties Corporate listings Consumer Generated Media Consumer Generated Media Competitive Site

7 Anatomy of a SERP: Splenda Result

8 Dell Computer The approximate 2.5 million people who search Dell Computer (and permutations) monthly are provided a range of highly negative information

9 Listen

10 First: SERP Analyzer For Above the Waterline

11 Mine the Underlying Conversation Monthly landscape mapping with reporting against full analytics and trending Product F launch Product B launch Brand software release

12 Examples Reports: Conversation Voices Influence: Who are the most frequent and visible voices in the brand? What are they talking about and what is their sentiment? Potential ability to help amplify voices of evangelists and better educate detractors

13 Social Media Ecosystem Making Data Actionable

14 Blog

15 Twitter

16 Wikipedia Wikipedia has with 58.8 million unique visitors/month and 9 th most trafficked website (comscore) Wikipedia articles enjoy high ranks in search engine results pages Community rules prevent companies or their representatives (employees or agencies) from editing Wikipedia pages, or adding links to companies properties, even when such edits or links would improve the articles quality

17 Video

18 Beware

19 Ten Concluding Tips 1. Create a cross discipline team that bridges the chasm between corporate communications, PR and online marketing 2. Understand how your company and brands are being searched. Include permutations like complaints, references, reviews, etc. Consider the acquisition funnel. 3. Create a SERP Visibility Benchmark 4. Fully understand your brand and product conversations and opinions within CGM. Measure and analyze this unstructured, unprompted conversation for insights and action. Brand perception is reality. 5. Create a compelling Enterprise-Generated Content platform. Become a content company. Maximize your voice. Create content for each microcommunity. Consider podcasts and video. 6. Fully optimize the content across domains and link content utilizing best practices. Make sure content is relevant and unique! Avoid duplicate content. Plan on utilizing 8-10 properties minimum. Include partners and allies.

20 Concluding Tips 7. Join the conversation with a Social Media Strategy! Help create positive CGM through word-of-mouth programs, leveraging affiliates, co-developing creative with communities, establishing relationships with key bloggers, and more. Create Collaborative Environments. Induce your consumers to become part of your content creation process. Resource: 8. Continue to listen to the CGM universe to monitor trends, inform content strategies and engage in early intervention as appropriate. 9. Be vigilant. Continually monitor for occurrences and tweak efforts. 10. Respect the rules of the venue. Stay transparent and fully within TOS. Consider formally adapting the WOMMA code of ethics (

21 Thank You