Presented to Astellas on 30 Nov 2010, an overview of how reputation management can contribute to a positive business objective and is an essential part of a comprehensive social media strategy.
3. 3
Why bother with reputation management?
Social media and reputation management?
Where to start?
1. Be prepared
2. Listen
3. Plan ahead
4. Engage
5. Integrate
6. Monitor
Questions
Agenda
4. 4
“Lose money and I will
forgive you, but lose even
a shred of reputation and
I will be ruthless…. We
will not trade reputation
for money”
Warren Buffet, 2009
5. 5
A 7 per cent increase in word of mouth advocacy
unlocks 1 per cent additional company growth.
A 2 per cent reduction in negative word of
mouth boosts sales growth by 1 per cent.
“The economics of buzz study” London School of Economics, 2005
6. 6
average consumer is worth $210
average detractor costs the company $57
average promoter generates $328
11. Potential rewards
Consumer Pull-Through to Campaign Website:
Hampton Court
Flower Show &
BBC Coverage
Twitter
Announcements
with Dr Christian
Jessen
Tweets by Dr
Christian
Jessen
Sunday Mirror
Coverage Online
Banner Ads
Radio
Interviews
Roadshow
Events
40. 40
Approach
1. Listen
– Tracking mentions and discussions
related to your brand, product,
competitors and ecosystem
– Understanding the relevance,
importance and influence of the
conversation
– Developing insights about the
market
– Evaluating impact of social activity
– Customer insights
3. Share
– Sharing stuff with your audience
(news, offers, updates, previews)
– Developing content specifically to
share and allowing your audience to
share it too
– Brand and marketing communications
2. Respond
– Identifies the types of response
required from customer enquiries to
engaging in conversations
– Develop framework to manage
responses
– Who responds and what they should
say
– Where we should be
– Customer service and support
channel
4. Lead
– Allows you to lead a group of highly
engaged advocates and develop your
business with them
– Requires more of a cultural
commitment than previous stages as
you need to be open to the possibility
of ceding control to consumers
– Innovation and strategy
78. 78
1. Understand the different audience profiles
2. Listen and start to learn
3. Develop a plan - that works for you
4. Engage – in a way that works for the audience
5. Integrate into your ongoing communication plans
6. Measure and analyse impact and success
Challenge for Atellas
Notas do Editor
200,000 protest emails
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