Brand Reputation and the Impact of Social Media
25
Brand Reputation in an age of Social Media Presentation by Ross Taylor, Group Digital Director
-
Upload
dave-smith -
Category
Business
-
view
552 -
download
1
description
prepared for Critical Eye, this presentation sets up a discussion about the impact of social media on brand reputation.
Transcript of 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
Product Level Impact
Product Level Impact
Product Level Impact
Brand Level Impact
Brand Level Impact
Brand Level Impact
Brand Level Impact
Stock Market Impact?
Stock Market Impact?
Stock Market Impact?
Stock Market Impact?
Changing shape of a corporate crisis
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
Is reputation management changing?
#2. A shift from reactive to proactive BRM
Is reputation management changing?
#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
