Protecting and managing online reputation

Share of voice

Across the sectors

Good and bad

It matters

Positive consumer-generated reviews can have an impact on offline behaviour, with 24% using online reviews prior to paying for a service delivered offline. [Source:comScore / Kelsey Group, Nov 2007]

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It’s all about

Influencing the influencersConnecting with customersManaging feedbackDelivering comms with a constant brand toneDeveloping positive dialogue and relationship with constituentsArchiving positive brand comment

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Essential

TransparencyHonestyPolicy and processRapid responseFlexibility Integration

A spotless reputation?Online is already a brand

riskRumours spreadOnline is more extreme place for commentMultiple agendas of online communitiesCommunity journalism influences press, TV and radioMany touch points can result in a conflict of message

You can’t communicate

Without learning to listen

The tools to listen

Simply watching • Google blog search• Ice rocket • Technorati• Blog pulse• Google news

Detailed monitoring • Onalytica• Market Sentinel • Buzz Metrics

Useful tools• Google trends• iGoogle • Sphinn• Digg

Draw the battle lines

What do you want to influenceWhen will you respondHow will you cultivate authenticity What information is currencyHow will you personalise conversationsWhen will you draft in legal

Draft procedures and protocols

TriageIs it true?Put the criticism in context

• Is it on an influential site – assess and rank site• Who is the detractor – are they influential• Are others commenting

Assess the seriousness of the attack - Accept some of the views, but don’t hide and don’t overreactIs it affecting search ranking?

'Never pick a fight with someone who buys ink by the barrel'

Lies, lies and damn lies

Act quicklyThe truth will out - get the facts straightHumour and self depreciation can help!Be candid and declare your interestBe brief, to the point and transparentDon’t be emotional, heavy-handed, impolite or incorrect Collaborate with other credible sourcesConsider offline media and PPCYes involve lawyers – but only as a safeguard

Choose wisely

Selecting the medium to respond • Approach individual bloggers, commentators

etc• Direct mail, email• Own site• Personal letter, statement, phone call

Search engine

News search engines

Blog search engines

RSS

Coverage in online press

Blog posts

Forum debate

Social network buzz

Social news and bookmarking

RSS

It’s all about

Influence the influencersConnect with customersManaging feedbackDelivering comms with a constant brand toneDevelop positive dialogue and relationship with constituentsArchiving positive brand comment

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Become Aware

Engage

Learn

Decide

Purchase

Customer Journey Activation Metric

Post Purchase

Active engagement with influencers and online authoritiesOffer social currency to ignite conversations and interest

Create opportunities for dialogue and interaction to deepen the conversation and develop advocates

Ensure wide off-website placement of informative content such as Info graphicsTechnical data and Video demonstration

o Content coverage o Clipping volumeo Blog chatter analysis o Syndication analysiso Search engine visibility and rankings o Website links o Web traffic analysis (web analytics) o Referring websites and influencer

numbers Develop close (often offline) relationship with advocates to garner positive recommendation from community

Unique URLs and competition mechanics to drive web visits. Tracking URLs from influencer to purchase

o Sales volumeo Sony-Style referenceo CRM registration verification

Continued conversation development to ensure positive sentiment and sales affirmations (generating further advocates)

o Sentiment analysis o Clippings volume

Hotel Chocolat

Easter Egg hunt

Chris Bishop

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1 of 4 to graduate with the UK’s first e-business degreeBegan in online media in 1999 as a publisher and owner of an online sports networkCreate & Innovate, Johnson & Johnson, TradeDoubler and currently Hotel Chocolat…“Outstanding Personal Contribution to Affiliate Marketing" award and short-listed for “Publisher Manager of the Year” A4UExpo 2007. Support Bolton Wanderers & love Belvedere Vodka!

Hotel Chocolat

15 years old!DM backgroundRe-brand in 2003First store 2004US launch 2007

Why online PR

Tapping into the Google economy • Underpins search marketing (PPC) • Organic link building

Supports affiliate marketing and partnershipsMaintains a positive profile of off-website content and recommendation Amplifies marketing channels Common sense approach to delivering more sales

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Creating positive chatter

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Objectives

Increasing Hotel Chocolat’s presence online – including search engine rankings, relevant mainstream and niche websites, and within social media conversationDriving traffic to the Hotel Chocolat websiteDelivering tangible return on investment

Activity

Hotel Chocolat Easter egg reviewsThe Hotel Chocolat ‘Virtual Easter Egg Hunt’ and nine partner competitionsThe Niblingtons Easter GuideSix weeks only

Targeted

Food & drinkWomen’s lifestyleShopping, gifting, luxury buysCompetitionsFamilyDiary bloggers

Measuring

Trackable visitsCorrelations to salesAnalysis of conversion and time spend

Not Fluffy PR at all!

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Blogs and online media Nine influential blogs partnered with Hotel Chocolat to run the ‘online Easter egg hunt’ Guardian Unlimited front page Widespread pick-up in traditional media online and throughout the blogosphere.

Results

Driving out negative comment

Visibility still high today (almost a year later)

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Five take-aways

1. Learn to listen to online chatter 2. Understand the importance of advocacy

and not just product/store information 3. Create relationships with influencers 4. Gather internal support 5. Watch for the next big think – keep up

with online social media innovation

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Thank you

for Full ‘brands in social

media’ research

Email me (Katy Howell): Katy.howell@immediatefuture.co.uk