1. Online Reputation Rodrigo Miranda Beltrán Associate Professor Instituto de Empresa Wednesday, November 04, 2009

2. Rodrigo Miranda Beltrán Associate Professor Instituto de Empresa General Manager @ shackletondmo Partner @ nuubo, searchmedia, sintra Born in Chile, 35 YO, Married, 4 kids, Telecom Engineer, Executive MBA IESE, EO Member, Triatlon www.rodrigomiranda.es www.linkedin.com/in/rodrigomiranda www.facebook.com/rodrigo.a.miranda www.strands.com/rodro http://picasaweb.google.es/rodrigo.a.miranda www.lastfm.es/user/rodrigomirandab www.slideshare.net/rodrigo.a.miranda

4. Set Scope #1 Are you ready to manage your company’s reputation? Answers? Thoughts? Ideas? Product Logo Brand

5. Set Scope Product Logo Brand

6. This is a Product Photo: http://www.flickr.com/photos/marcgutierrez/326716360/

7. This is a Logo

8. This is a Brand Photo: http://www.flickr.com/photos/jimsk/128131281/

9. “A brand is a person’s gut feeling about a product, service or organization.” – Marty Neumeier

10. #1 “Interaction + Feelings = BRAND”

11. Set the Field

12. To Explore http://www.metacafe.com/watch/3019678/ken_donaldson_on_zappos_corporate_culture_customer_service/ http://i.techrepublic.com.com/whitepapers/ZDNet-Zappos-SR.pdf

13. Set Scope #2 What is Online Reputation? (offline) reputation and online reputation? should it be managed? should it be monitorized? who is in the middle? Brand? Customer? Communities? Product Logo Brand

14. Online Rep Online reputation is not about what you are but about how communities perceive you What communities are saying about you or what “they” don’t How your acts are perceived and interpreted How your messages are received / transformed / deformed / forwarded

15. Your Opinion – Your Participation #1 Please list al least 4 attributes for your brand… http://www.flickr.com/photos/marcelgermain/2078076913/

17. OR means Interaction & Effort Campaign mentalities don’t translate if you aren’t truly involved in the daily interactions Sometimes your brand will be up, sometimes down. That’s life. Real relationships require effort, but also deliver meaningful rewards

18. OR means Measure your Effort How is all this engagement and direct interaction treating you? Is it all just buzz and chatter or is it driving the bottom line? Use a combination of data to determine your impact – analytics, social monitoring, email data, purchase data, etc.

19. Online Reputation means Participation At the end of the day if you do something right or wrong people will talk about you online… Are you going to be there participating?

20. #2 “Reputation is not just marketing or message management… Is about Your organization, people, and processes are what customers experience everyday”

21. Set Scope #3 Who are the stakeholders? Consumers? Employees? Business Partners? Investors? Product Logo Brand

22. ORM Stakeholders CONSUMERS EMPLOYEES BUSINESS PARTNERS INVESTORS ………. PERSONS

23. ORM Stakeholders: Consumers Consumers are seeking for more than products, they are looking for believable brands, services, values, commitment and corporate social responsibility

24. ORM Stakeholders: Employees Companies with the best reputation attract the best job applicants first An employee proud to work for his company is a good ambassador Disappointed employees are using Social Medias too !

25. ORM Stakeholders: Business Partners Investors prefer reputable partners Your own reputation impact your business partners... And your business partners’ reputation can affect you !

26. Example JustMeans www.justmeans.com/ http://vimeo.com/6278289

29. #3 “Transformation takes time, effort, and experimentation”

30. Set Scope #4 Why should I care? Product Logo Brand

32. Because “they” talk about you

33. Because “they” have an opinion…

34. Because “they” are not angels…

36. In August 2008, 14.5m people in the U.K. visited at least one blog, representing 41% of the total U.K. Internet audience.[Source: comScore, Oct 2008]

38. Corporate vs. Personal Motivation Sharing information Reconnecting with friends Watching others No real rules Fuel Individual Social Ego Customer Service Promotional Messages Shareholder Value Transparency Brand Rules Deliver business goals

39. Corporate Social Media Curve

40. #4 “In the real-time, hyper-connected world your reputation … is what other people say it is. 24/7!!!”

41. Set Scope #5 Then... Online Reputation Management? Product Logo Brand

42. Online Reputation Management The process of engaging conversation with your customers, business partners or even employees to empower your brand image and values, to distinct yourself from competition, to activate “natural brand ambassadors” and to build your marketing strategy on emotion management.

43. Online Reputation Management The process of monitoring a brand online, knowing how to deal with any negativity and understanding how you can pro-actively protect your brand via conversation channels. http://en.wikipedia.org/wiki/Online_Reputation_Management http://www.sempo.org/learning_center/articles/ElixirSystemsOnlineRepMgmt.pdf

45. Your Opinion – Your Participation #2 Please list al least 4 ACTIONS for your Social Engagement… http://www.flickr.com/photos/marcelgermain/2078076913/

46. http://darmano.typepad.com

48. U.S. Air Force It is a process or not?

50. Web Traffic

51. Web Traffic Referrals

52. Search Volume Trends1

53. Followers, Fans, Friends

54. Social Mentions

56. Web Traffic

57. Time Spent on Site

58. Bounce Rate

59. Repeat Visits

60. Content Acceptance Rate

61. Followers, Fans, Friends

62. Social Mentions & Share of Voice

64. Time Spent on Site

65. Repeat Visits

66. Content Acceptance Rate

67. Followers, Fans, Friends

68. Repeat Social Mentions

69. Share of Voice

70. Recommendations and Reviews

71. Social Connectivity Among Purchasers

72. Customer Service Metrics

74. Set Scope #6 How can I start with ORM? Product Logo Brand

75. 1st Listen / Learn Find out what people think about, care about, talk about Learn what you are doing right and wrong Discover new ideas Where are people talking? What do they think about you? Are there stories you didn’t know about?

77. Find the people internally who are passionate and let them connect

78. Embrace the chaos

79. Internalize feedback

80. Experiment & think integration

83. #6 How to Start with ORM? “L . E . T. : Listen / Learn Engage Transform”

84. ORM Planning

86. www.ideastorm.com

87. BakerTweet Box - Albion bakery and cafe in east London

88. Building on the brand values

89. Twitter

90. Follow Manchester airport on Twitter and receive live flight arrivals and departures info on demand reinforcing the “ easy and seamless customer first” value

91. User Generated Content

93. www.biofind.com a forum with a proven ad revenue, sponsorship model

94. Widget advertising – eg blog ads

95. Cost saving

96. How much does it cost to do something now and can it be done cheaper via SM?

97. Drive traffic to a website using SM vs PPC for example

98. Fielding customer service enquiries at a blog rather than at call centre

100. #6 PR Teams (past)? http://darmano.typepad.com

101. Teams With Overlapping Skills + Strengths http://darmano.typepad.com

102. Identifying the skills necessary

103. #6 OR Teams (future)? http://darmano.typepad.com

105. Set Scope #7 So what’s the best way to listen? Product Logo Brand

107. Lots of free tools like Google alerts

108. But it’s time-consuming

109. You’ll need to pay someone to monitor the data

110. If you want to respond you need to speak the ‘language’

111. If you miss something, too bad

112. Great for small businesses without many conversations

114. Costs around $2.000-$5.000 a month

115. No need to chase the data, it comes to you

116. You can see who is doing the talking

117. You can get advice on how to respond

118. You know you won’t miss anything because someone else is doing the watching

120. DNA Online Identity

124. Set Scope #8 Some ORM Examples? Product Logo Brand

126. Jeff Jarvis sets off a firestorm against Dell Customer Service

127. The Idea Storm

128. Dell’s current community team driving >$3M in sales via direct interactions

129. Starbucks: Reaching out & getting new ideas

130. 1,833,502 Unique Visitors/ mnth* *Compete.com data (avg. uniques to Sept 2009)

131. From Web Sites to Digital Experiences 1 3 2 Digital Brand Experience (2007)

132. Set Scope #9 More food for thought... Product Logo Brand

134. Brian Solis – (http://www.briansolis.com/)

135. Jeff Jarvis – (www.buzzmachine.com)

136. Richard Binhammer - Dell (http://richardatdell.blogspot.com/)

137. Michael Brito – Intel (www.britopian.com)

138. Chris Brogan – President of New Marketing Labs (www.chrisbrogan.com)

139. Jeremiah Owyang – Forrester (www.web-strategist.com)

141. www.readwriteweb.com - 100% more influence than its closest rival for the key topic “social media”

142. www.mashable.com - Blog focused exclusively on Web 2.0 and Social Networking news

144. http://www.flickr.com/photos/newformula/1826204301/

145. http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/

146. http://www.mybottlesup.com/tsa-agents-took-my-son/

147. http://www.tsa.gov/blog/2009/10/response-to-tsa-agents-took-my-son.html

148. http://www.ideastorm.com/

149. http://www.ibm.com/blogs/zz/en/guidelines.html

150. http://blog.molson.com/community/

151. http://davejones.ca/blog/2009/10/24/lets-go-to-the-video-tape-bloggers-complaint-exposed-as-hype.html

152. http://mystarbucksidea.force.com/ideaHome

153. http://www.buzzmachine.com/archives/cat_dell.html

154. http://www.marketingprofs.com/marketing/online-seminars/224

156. David Armano, VP, Experience Design Critical Mass / criticalmass.comhttp://www.slideshare.net/perfectporridge/online-reputation-management-social-media-breakfast-msp-may-22-2009 http://www.slideshare.net/OnlineMediaToday/reputation-management-2331780 http://www.slideshare.net/AIM_Conference/online-brand-and-reputation-management-steve-taraborelli-udr-2009-aim-conference http://www.slideshare.net/inBlackandWhite/buzz-monitoring-2047266 http://www.slideshare.net/TheSearchGuru/internet-brand-management-ethics http://www.slideshare.net/Fdhill/online-reputation-management-a-case-study And shackletondmo and opportunity friends

158. Thank You.

159. Rodrigo Miranda Beltrán Associate Professor Instituto de Empresa www.rodrigomiranda.es www.linkedin.com/in/rodrigomiranda www.facebook.com/rodrigo.a.miranda www.strands.com/rodro http://picasaweb.google.es/rodrigo.a.miranda www.lastfm.es/user/rodrigomirandab www.slideshare.net/rodrigo.a.miranda

160. Online Reputation Rodrigo Miranda Beltrán Associate Professor Instituto de Empresa Wednesday, November 04, 2009