Brand Reputation and the Impact of Social Media

Brand Reputation in an age of Social Media

Presentation byRoss Taylor, Group Digital Director

everyone’s doing it

A 7% increase in word of mouth advocacy unlocks 1% additional company growth.

A 2% reduction in negative word of mouth boosts sales growth by 1%.

“The economics of buzz study” London School of Economics, 2005

• average consumer is worth $210

• average detractor costs the company $57

• average promoter generates $32

Product Level Impact

Brand Level Impact

Stock Market Impact?

Changing shape of a corporate crisis

what’s changed?

Facebook Effect

Empowered Social

Stakeholders

Speed of spread

Sphere of Influence

Ease of Access

and Action

Is reputation management changing?

#1. Return of the homogenous single reputation

#2. A shift from reactive to proactive BRM

#3. A move towards the ‘Social Organisation’

Winning traits..

✓ Set strategies, goals and

targets that work for you

✓ Embrace the social culture

✓ Be flexible

✓ Adjust to the pace

✓ Good times and bad

✓ Resource appropriately

✓ Monitor & measure

intent awarenessappreciation

actionadvocacy

benchmark

Challenges

• Where does overall responsibility for social media sit within the organisation? • How can social media best span departmental 'silos'? • ROI or RONI?• Should any brands avoid social media altogether?

Follow ups..

Download the presentation from Slideshare: http://slidesha.re/coSGPT

Dave Smith:

Blogs at www.davedoesdigital.com

Tweets at www.twitter.com/pluggyboy

And can be LinkedIn with at: http://uk.linkedin.com/in/whoisdavesmith

Mobile: 07970 516513

Ross Taylor:

Tweets at: http://twitter.com/rosstmw

Buzzes around at: http://www.google.com/profiles/rosst1212

And can be LinkedIn with at: http://www.linkedin.com/in/rosstaylor

Mobile: 07885998867

Brand Reputation and the Impact of Social Media

Business

Transcript of Brand Reputation and the Impact of Social Media

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