E-REPUTATION MANAGERan exclusive analytic tool for your online reputation

by Mission-Systole

WHAT ?

‣How can you know who’s talking about you and in what terms they are doing so?

‣How do you handle comments?

‣How do you use these comments in order for them to become assets to your image and your reputation?

‣How do you transform them into opportunities to find new product ideas or to improve your range?

Image source : Nationaal Archief - Flickr : http://www.flickr.com/photos/nationaalarchief/3281460444/

SOME KEY FIGURES

“If you make your customers angry [...], they may talk to each of their 6

friends. On the Internet, your unhappy customers can talk to

each 6000 friends.”

- Jeff Bezos, Amazon CEO

“Today, anyone with a camera or an

internet link can cause a lot of damage.”

- Patrick Doyle, President Domino’s Pizza

“74% of surveyed employees think it is easy

to damage the reputation of a company on social medias”

- Portail des PME , Caroline Chanlon : http://portail-des-

pme.fr

“Only 15% of leaders are currently concerned about the reputation in social

networks although 58% consider the subject

important.”

- Deloitte Study

SOME KEY FIGURES

“82% of surfers considering the purchase of a product take into account the opinion of surfers on social media.”

“73% of consumers think the notes and consumer opinions are useful in their online buying process.”

“70% trust the opinions of other surfers.”- Nielsen, Performics social highlights 3, The State of Social Commerce Infographie, Booz & Company

Orig

inal Im

age

sour

ce : T

hoth

, God

of K

now

ledge

- Flic

kr : h

ttp://

ww

w.flic

kr.co

m/p

hoto

s/tho

th-g

od/4

1666

2483

9/

E-REPUTATION ?

‣ Confidence that your surroundings gives you, is measured by the so-called reputation. The word "reputation" comes from the Latin "reputatio" which means "evaluation".

‣ Reputation is therefore a social assessment, or simply the opinion of one or more persons over another. An opinion is a value judgment. It has a subjective dimension.

‣ Sometimes it is based on observable facts and undeniable truth. But most often the opinion expressed is in the most negative of the term; it comes to rumor, prejudice, or statements of lies to destroy a rival.

Image source : Wikimedia Commons : http://commons.wikimedia.org/wiki/File:SteveJobs.jpg

The Conversation Prism by Brian Solis - http://www.theconversationprism.com

101 ways to get a good... ...or a very

bad online reputation

MISSION-SYSTOLE OFFER AN EXCLUSIVE TOOL: "E-REPUTATION MANAGER"

Image source : The Library of Virginia - Flickr : http://www.flickr.com/photos/library_of_virginia/2898490491

‣We’ve developed an exclusive methodology for analysis and management of your e-reputation.

‣ It is based on a scientific method that has proved its worth in the world of scientific research.

‣ Thanks to our E-Reputation Manager, we will help you to know these barriers and to build a relationship of trust with this specific audience.

BENEFITS FROM MONITORING YOUR E-REPUTATION

‣E-reputation contributes to your success.• Awareness of new trends• Monitor the competitors• Search for rumors and “urban legends” about the company• Understand consumers• Follow-up the reputation• Detection of the early signs of a crisis

Image source : Marion Doss - Flickr : http://www.flickr.com/photos/ooocha/3085441605

THE METHODOLOGY OF THE E-REPUTATION MANAGER IN 4 STEPS

‣ 1. Preparation• analysis of your expectations and needs• define the type of strategic recommendations and the

type of documents expected

‣2. Diagnostics• put in place the monitoring and the opinion analysis.

It has two parts: • 1) a part on the narrative of the audience to identify the

places where the opinions, stereotypes, controversies regarding your brand, competitors, sector of activities are created, developed and distributed.

• 2) a part on the “o!cial” comments of the organization (e.g. communication campaigns, press releases, posts on social networks…) to evaluate them in order to better understand their impact or to change the communication strategy.

Image source : Wikimedia Commons : http://commons.wikimedia.org/wiki/File:PDCA-Cycle.png

THE METHODOLOGY OF THE E-REPUTATION MANAGER IN 4 STEPS

‣3. Evaluation and recommendations• development of a strategy of actions based on the

evaluation of the negative impact the both narratives have had or could have on your organization, brand or product, the consequences and the possible attitudes you could adopt in order to better manage them.• Clearly inform your audience

• Be discrete

• Find out who is responsible

• Conduct symbolic actions

• Use these criticism to use them in your advantage

• Use legal responses

‣4. Follow-up • monitor the evolution of the uno!cial narratives and the

perception of your brand, your product or your organization in order to make the necessary strategic adjustments.

Image source : Wikimedia Commons : http://commons.wikimedia.org/wiki/File:PDCA-Cycle.png

IGNORING YOUR E-REPUTATION ?

‣Some consequences : bad buzz examples• The Kryponite Company sells high quality padlock for two

wheels. She had a negative buzz that caused catastrophic loss for the company of about $ 10 million. A video posted on Youtube was showing how to blow easily padlocks that are supposed to be inviolable.

• HSBC Bank had a negative buzz after increasing the rate of student loans by taking advantage of a holiday period.A Facebook campaign has forced it to backtrack.

• Apple has seen its share price collapse after the well known american blog Engadget published an announcement of a delay in the release of its new products: the iPhone and Leopard operating system. [Post which is also proved erroneous]

• The Dior brand has been significantly a"ected by the case Galliano. A video was posted on Youtube showing him drunk and uttering serious antisemitic. We note in particular the passage in which he says he loves Hitler ... John Galliano was suspended from his post as director of home after this "incident".

Image source : Plagal - Flickr : http://www.flickr.com/photos/plagal/2590756108/

Gatorade’s Social Media Command

Center

Imag

es so

urce

: Mas

hable

: http

://m

asha

ble.co

m/2

010/

06/1

5/ga

tora

de-so

cial-m

edia-

miss

ion-

cont

rol/

It’s real !

The dashboard tracking your on-line reputation and sentiments in different languages

(FR / NL / EN / etc. ) all across the world, including your competitors

Across 100 millions blogs sites, 20.000 medias sources and social medias

(Facebook, Twitter, LinkedIn, etc.)

E Reputation Manager

THE E-REPUTATION MANAGER TEAM

Patrick Gaulon Christian Chatelle Désiré Dupas Aurore Van de Winkel Didier Aerlebout

CEO Managing Director E-reputation analyst PhD in communication and information Creative Director

Strategic consultant in marketing and communication

Strategic consultant in marketing and communication

Social media specialist Consultant in e-reputation and rumour management

Strategy and creative development

B2B - B2CInstitutions

RetailHealthcare

B2B Community ManagerScientific researcher at the Institute of Language and

Communication of the UCL

Branding

ABOUT MISSION-SYSTOLE

‣Cross-Media communicators | Strategic-Centric marketing & communication agency• We analyze, plan, deploy and execute complex campaigns involving traditional, digital and social

media• From a simple mission to complex campaigns through traditional, digital and social media

ContactTel +32 (0)2 761 23 00E-mail info@mission-systole.beFax +32 (0)2 761 23 09Address Place de l'Alma, 3 B-1200, Woluwe-Saint-LambertURL http://www.mission-systole.be LinkedIn http://www.linkedin.com/company/mission-systole/