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How real-time impacts communications and reputation management. Delivered in Singapore April 15, 2011
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Reputation in
Real Time
How Technology and Social
Enablers are Pushing Real-
Time Response© 2011, Michael Netzley PhD
#1
Social Networks Have
an Amplifier Effect
155
Friend’s Friend’s Friend
Rule: Three Degrees
of Influence
Rule: Connections need
to be strong; you need
not know the people.
Research Says
Harvard Med School: Emotions Spread Through Large Social Networks
Conclusion: People’s happiness
depends on the happiness of others
with whom they are connected. This
provides further justification for seeing
happiness, like health, as a collective
phenomenon.
- British Medical Journal 337 (2008)Fowler and Christakis
Harvard Med School: Obesity Spreads Through Large Social Networks
“You may not know him personally,
but your friend’s husband’s coworker
can make you fat. And your sister’s
friend’s boyfriend can make you thin.”
- Fowler and Christakis (2009) Connected
Harvard Political Scientist: Why Americans Vote
If you vote, then it increases the
likelihood that your friend’s friend will
also vote….Instead of each of us
having only one vote, we effectively
have several and therefore much
more likely to influence the
outcome. - Fowler and Christakis (2009)
Connected
#2
In Social Business….
Speed is the Tie that
Binds
Internet
Speed
Hudson River
10:20am
“A lot of this [interaction] is about speed and how fast customers can respond. And just as powerful, how fast can a business respond to the customers? It speeds the pace at which a relationship deepens between the business and customer.”
- Paul Greenberg, CRM expert
“The era of Web 2.0 is raising the bar
on our collective expectations for
information access, service levels and
customer experience.”
- Mike Murphy, Information Management
Gratification
People seek to fulfill a need when turning to media or a social network
#3
The time for leading
businesses to go social
is…now
“Companies have been using social media
primarily as a general communications
tool….that is about to change, as
businesses discover its value as an
essential tool for customer engagement—
lead generation, immediate customer contact, and customer interaction.”
Josh Gordon, SocialMediaToday
White Paper
Fortune 100 Websites
68%
-23.02%
Companies experienced
drop in traffic to
corporate website
Average decline
from 2009
through 2010
Webtrends Report, March 17, 2011
People everywhere are communicating around their similar
interests
They are communicating
continuously with mobile technology
Conversations are rapidly migrating from websites to social networks
The future is social business…and IBM
values this as eventually being a $100billion industry
McKinsey & Co Study 2010
• Use of Web 2.0 technologies significantly
improved companies’ performance
• Networked enterprises leaders vs. companies
using the Web in more limited ways
http://www.mckinseyquarterly.com/Organization/Strategic_Organization/The_rise_of_the_networked_enterprise_Web_20_finds_its_payday_2716
What We Can See….
…We Can Measure
Measurement: 3 Tips, 3 Slides
Jeremiah Owyang, Altimeter Group
ROI Pyramid: Roles View Provide the right
metrics to the right
audience. A novice
mistake is to provide
‘engagement metrics’ to
executives
The ROI Pyramid: Metrics View
These metrics are
formulas comprised of
the tier below them.
Currently, there is no
industry standard.
The ROI Pyramid: Metrics Examples (there are more)
A junior mistake is
providing
‘engagement data’
to executives –
instead focus on
business metrics.
Research Says…
The rate at which chatter develops on Twitter proved to be a more accurate predictor of sales than did the traditional box-office forecast.
- Asur & Huberman, HP Labs
“Home sick with the flu”
- Twitter reports like this, in real time, reveal breaking trends and sentiments which can take weeks to gather using traditional methods. CDC
ARE YOU READY?
Thanks to….
Jeremiah Owyang for the Open Data slides on measurement best practices.
Also thanks to John Kerr of Edelman .
Michael Netzley, PhD can be found at http://communicateasia.asia or heard each week on the For Immediate Release podcast.
© 2011, Michael Netzley PhD
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