76
Online reputation GET READY FOR WAR Gregory Pouy @gregfromparis January 2011

Online Reputation: Get ready for war

Embed Size (px)

Citation preview

Page 1: Online Reputation: Get ready for war

Online reputation GET READY FOR WAR

Gregory Pouy @gregfromparis

January 2011

Page 2: Online Reputation: Get ready for war

Online reputation was the buzzword of 2010 …

YEAH !

Page 3: Online Reputation: Get ready for war

But that’s a problem.

Page 4: Online Reputation: Get ready for war

(Online) reputation is not a buzz word. It’s a hardcore reality.

Page 5: Online Reputation: Get ready for war

…then what are we talking about ?

Page 6: Online Reputation: Get ready for war

OMG !

The Media World has shifted.

OK there are tons of statistics about the web and more specifically the Social Web.�

I’m sure you’ve seen your share,, but you’re still not convinced.�

Here’s just one fact : according to a Forrester study from December 2010, Americans spend as many hours online as they do in front of their TVs (give or take 13 hours/week).�

Page 7: Online Reputation: Get ready for war

Wait…you’re not in the U.S. ?

Page 8: Online Reputation: Get ready for war

Internet  Penetra)on  

80%  

40%  

43%  

36%  

65%  

USA  

BRAZIL  

RUSSIA  

CHINA  

FRANCE  

Have  a    social  profile  

58,1%  

74,5%  

79,3%  

68,4%  

53,2%  

Number  of  friends  people  stay  in  

contact  with  on  SM  

53  

74  

47  

50  

40  

I should point out that these figures are based on people that connect to the web at least once every 2 days �

Don’t worry, the situation is or will be the same in your country, too. Soon.

For more international statistics check out this presentation�

Page 9: Online Reputation: Get ready for war

It used to be easy…

For years, marketers assumed that consumers started with a large number of potential brands in mind and methodically winnowed their choices until they’d decided which one to buy. After purchase, their relationship with the brand typically focused on the use of the product or the service, itself.�

Source : CDJ Mc Kinsey Study

Page 10: Online Reputation: Get ready for war

…but brand relationships have changed.

Consider & buy��

Marketers often overemphasize the “consider” and “buy” stages of the journey, allocating 70 to 90% of resources to building awareness through advertising, and encouraging buying through promotions.�

Evaluate & Advocate��

New types of media have made the “evaluate” and “advocate” stages increasingly relevant. Marketing investments that help consumers navigate the evaluation process and spread word of mouth can be as important as building awareness and driving purchases.�

Bond��If a consumers’ bond with a brand is strong enough, they repurchase without cycling through the earlier decision stages�

Source : CDJ Mc Kinsey Study

Page 11: Online Reputation: Get ready for war

“Nowadays, more than 60% of consumers of facial skin care products worldwide do online research about them after purchase.”

Do you work on this touchpoint at your company ?�

Source : CDJ Mc Kinsey Study

Page 12: Online Reputation: Get ready for war

What are some consequences ?

Page 13: Online Reputation: Get ready for war

F***!

“You’re spending your money in all the wrong places.” David.C.Edelman – coleader of McKinsey’s Global Digital Marketing Strategy.

Management still focuses on “working media spend” - the portion of a marketing budget devoted to what is known today as paid media – which doesn’t make sense unless you consider owned and earned media, as well.�

i.e. : A VIRAL VIDEO IS WORTHLESS if the product gets bad reviews, or worse -- if no one is talking about it.�

Page 14: Online Reputation: Get ready for war

I’m sure you get the point, but

Page 15: Online Reputation: Get ready for war

90% of digital budgets are still allocated to websites. (When only 1 out of 10 consumers visit company sites to get information)

Source : CDJ Mc Kinsey Study concerning electronics goods

Page 16: Online Reputation: Get ready for war

So maybe you don’t?…

Page 17: Online Reputation: Get ready for war

This presentation is here to help you.

Page 18: Online Reputation: Get ready for war

The rule of branding have changed.

Your online reputation is defined by all (visible) content available about your company, its products/services, employees, partners, affiliates, clients and suppliers.�

Earned media (be it negative, neutral or positive) is more trusted by consumers/candidates/partners by far, meaning it is important to monitor what is being said on the web and to work on these touchpoints. �

Your online reputation has to be built over a long term process and not a one-shot campaign strategy.�

Page 19: Online Reputation: Get ready for war

How can you manage your online presence ?

Page 20: Online Reputation: Get ready for war

#1 Understand your online reputation

# 2 Organize yourself internally

# 3 Work on the basics

# 4 Evaluate the type company you’re in

# 5 Get Prepared for War

#6 What about R.O.I. ?

Page 21: Online Reputation: Get ready for war

In-house Platform(s)

Dedicated spaces on third party platforms Third party sites

Conversations evolve within a global ecosystem

In-house platform(s) : company website, corporate blog, webTV…�

Dedidated space(s) : Facebook page, YoutubecChannel…�

Third Party sites : Forums, blogs, third-party Facebook pages…��

The idea IS NOT to bring everybody back to the corporate website (even if your site represents 90% of your digital activity so far –- I thought so…) but to create and manage conversations within these 3 different types of “spaces”.�

#1 Understand it

Page 22: Online Reputation: Get ready for war

Hold on…

Page 23: Online Reputation: Get ready for war

You have to understand that above all Social Media ≠ Facebook + Twitter only�

In 2011, THE WEB IS SOCIAL and discussions are taking place everywhere.�

Never ever decide to put your company on Facebook just because “you have to be on Facebook”.�

A strategy based on social media tools is the quickest path to failure.. or at least to disappointment.�

Don’t run into Facebook, Twitter or any other shiny objects

#1 Understand your online reputation

Page 24: Online Reputation: Get ready for war

Analyze and understand how your customers make decisions in order to determine which touchpoints are priorities and how to leverage them. You might be surprised.�

Understand your consumer’s decision journey

#1 Understand your online reputation

Page 25: Online Reputation: Get ready for war

Understand your consumer’s decision journey

One of McKinsey’s clients, after discovering that consumers �

often eliminated them from their decision set, set out to find out why. They studied consumers actively searching for a TV and found :�✚  Off-line channels are only influential in the “consider” phase�

✚  During the evaluation stage, people use search engines much less than Amazon and other retail sites that show consumer reviews and allow product comparisons �

✚  Display ads are only relevant if they include a promotional offer – and only when consumers are already ready to buy�

✚  1/10 consumers visit the brand’s website�

✚  Consumers have strong relationships with several brands after purchase�

✚  Consumers often talk about and rate their purchases after the fact�

✚  Consumers tend to turn to review sites for troubleshooting advice�

#1 Understand your online reputation

Page 26: Online Reputation: Get ready for war

1.  Content created and controlled by the brand on its website 2.  UGC content (User Generated Content) controlled to a certain extent by the brand on

its website 3.  Content created and controlled by the brand on sites other than its own site 4.  UGC Content controlled by the brand on sites other than its own site 5.  UGC content 6.  Media content

Accuracy

Credibility

2

1

3

5

4 Offline content

6

6 types of content to work on

#1 Understand your online reputation

Page 27: Online Reputation: Get ready for war

#2 Organize your company internally

#1 Understand it

# 3 Work on the basics

# 4 Evaluate the type company you’re in

# 5 Get Prepared for War

#6 What about R.O.I. ?

Page 28: Online Reputation: Get ready for war

#2 Organize your company internally

It’s not (just) about marketing ! During McKinsey’s study, a consumer marketer realized that every new product requires a company to create more than 160 pieces of content involving more than 20 different departments and reaching 30 different touch points…without even counting other departments like HR.

Marketing & commun -ications

Retail Human Resources

Customer services Legal

An organization with a customer-centric approach is a huge challenge to create. Someone (usually a CMO) has to have a complete view of all customers touchpoints in order to provide a coherent customer experience. This should be done at an international level (meaning every country uses the same tools in the same way).

Others…

Page 29: Online Reputation: Get ready for war

#3 Work on the basics

#1 Understand it

# 2 Organize yourself internally

# 4 Evaluate the type company you’re in

# 5 Get Prepared for War

#6 What about R.O.I. ?

Page 30: Online Reputation: Get ready for war

Dedicated spaces on third party platforms Third parties

Ensure the visibility of your “in-house”platform(s)

Domain name Strategy is key : Alphabetic (russian, arab..); Geographic (extension), Sector (.mobi, .travel….); Linguistic (accent); Typographic (mcrosoft, mikrosoft…); product universe (Iphone 5, 6…10)

SEF & SEO SEF (Search Engine Friendly) make sure that the structure of your website is optimized for search engines SEO (Search Engine Optimization): make sure to refresh content on a regular basis and have a netlinking strategy (an abundance of incoming links)

#3 Work on the basics.

website

Mobile Application

local website

local website

local website

Page 31: Online Reputation: Get ready for war

Definition: A social space within the brand’s website that collects social media conversations about the brand. Advantages : ✚  It shows the openness and richness of the brand. ✚  It generates indexing content and positions the website on keywords related to the brand. ✚  It stimulates search engine spiders with fresh content ✚  Be careful when allowing UGC content. Both positive and negative content can show up if

you aren’t monitoring properly. Example H&M (http://www.hm.com/fr/socialmediaroom__socialMediaRoom.nhtml)

A Social Media Center can help

#3 Work on the basics.

TIPS !

Page 32: Online Reputation: Get ready for war

In-house Platform

Third parties

Begin your S.M.O. strategy with content you already have

SMO (Social Media Optimization) Allows people to find your brand in other places (Flickr for photos, Youtube for videos, or any local platforms) when surfing the web. This also offers the chance to discover another side of the brand and to avoid “squatted” or “irrelevant” UGC or competitor-created content. On Wikipedia make sure the existing definition is precise and improve it (if necessary) while respecting Wikipedia’s rules. You might also want to check the online presence of your managers, products/services.

Flickr

Youtube

Wikipedia

#3 Work on the basics.

Page 33: Online Reputation: Get ready for war

#4 Evaluate your brand’s “personality”

#1 Understand it

# 2 Organize yourself internally

# 3 Work on the basics

# 5 Get Prepared for War

#6 What about R.O.I. ?

Page 34: Online Reputation: Get ready for war

#4 Evaluate your brand’s “personality”

#1 “Basic” #2 Functional #3 Exciting #4 Vital

Source : Synthesio’s presentation At Monitoring Social Media Conference 2010

Page 35: Online Reputation: Get ready for war

If you don’t know which type of brand you have, an online mapping can help (even if you thought you knew)

A mapping is a snapshot of your brand online. �

It allows you to understand where your brand is talked about online, how (sentiment), and how much. �

This is an ESSENTIAL for going digital. �

YOU ARE HERE

#4 Evaluate the type of company you’re in.

Page 36: Online Reputation: Get ready for war

An in-depth analysis of your brand’s statistics can also be helpful

When analyzed with the purpose of feeding your communication strategy, statistics (for example, how people arrive at your website..) can lead to important insights that can help your creative team. �

#4 Evaluate the type of company you’re in.

Page 37: Online Reputation: Get ready for war

“Basic” Brand

A “Basic” brand typically means products/services for which people don’t usually talk about, mostly because there isn’t much to say. �

A basic brand can do or create funny or useful content to set itself apart. �

Surprise consumers, differentiating yourself easily from the market. �

Volume of conversations

Sentiment

Presence on social media

Number of comments

Weak Medium Strong Very Strong

#4 Evaluate the type of company you’re in.

Page 38: Online Reputation: Get ready for war

Blendtec is a famous basic brand.

#4 Evaluate the type of company you’re in.

Blenders are basic, inexpensive and easy to use. �

It’s not the kind of product you spend hours talking about, and Blendtec managers know that. �

They created a web series called “Will it blend ?” where they successfully surf on trends (Ipad, Old Spice Actor…). �

They now have 58 000 + fans on Facebook and are most certainly the most discussed blender brand. �

Basic Brand

#4 Evaluate the type of company you’re in.

Page 39: Online Reputation: Get ready for war

Functional Brand Weak Medium Strong Very

Strong

Most brands are functional (even if they dream of being something else). �

People mention functional brands at length online because people have questions about how their products or services work�

The brand should engage and answer wherever discussions are taking place (and not expect the consumer to use the funnel the brand decided (from CRM to SRM). �

Engaging through social media should help decreasi the others funnels (R.O.I) > meaning increased satisfaction, marketing insights (an advantage of digital information) and decreased customer service costs. �

Volume of conversations

Sentiment

Presence on social media

Number of comments

#4 Evaluate the type of company you’re in.

Page 40: Online Reputation: Get ready for war

“People are going to shop with companies they think really care”.” Brian.J. Dunn – Best Buy CEO

You don’t have to go “above and beyond” – people are just looking for answers to their questions – be quick, short and relevant. ��

Twelpforce is an efficient customer service on Twitter because Best Buy succeeded in uniting all of their specialists of all of their products in one place. �

Functional Brand

#4 Evaluate the type of company you’re in.

Page 41: Online Reputation: Get ready for war

“Websites influence more than 50% of our in-store sales, and about 30% of customers ordering online opt to pick up their purchases in a store.” Brian.J. Dunn – Best Buy CEO

Functional Brand

#4 Evaluate the type of company you’re in.

Page 42: Online Reputation: Get ready for war

Exciting Brand Weak Medium Strong Very

Strong

Exciting brands have self-made fans on Facebook and around the web that talk about them. A lot. (Nike, adidas, Apple, Sony…). They’re the kinds of brands that are always in speakers’ presentations because what they’re doing seems inspirational. �

Unfortunately, not many brands are quite as exciting…�

These brands should focus on regularly creating top-notch content so that enthusiasts can dig in and enjoy. �

To determine the R.O.I. for this type of brand, the best is to compare the “buzz” around each campaign and make sure that the volume of conversations is growing (and that sentiment is improving). �

Volume of conversations

Sentiment

Presence on social media

Number of comments

#4 Evaluate the type of company you’re in.

Page 43: Online Reputation: Get ready for war

Harley Davidson is a unique brand followed by diehard enthusiasts (how many other brands have been tattooed like this ?) yet they don’t have to work as hard as other brands online. �

Rain or shine, their fans will follow. �

Exciting Brand

Encouraging REAL LIFE meetings can foster community feelings and behavior �

TIPS !

#4 Evaluate the type of company you’re in.

Page 44: Online Reputation: Get ready for war

Vital Brand Weak Medium Strong Very

Strong

Number of conversations

Sentiment

Presence in social media

Number of comment

There are some brands that affect people in a very direct manner (health, the environment…). �

These brands should listen carefully to what people are saying to discover meaningful insights. �

The second stage of “attack” is identifying sympathetic ears that can serve as “force multipliers” (opinion leaders like journalist or bloggers are an example) in the case of a crisis, when internal specialists’ opinions will fall on deaf ears. �

#4 Evaluate the type of company you’re in.

Page 45: Online Reputation: Get ready for war

#1 basic #2 Functional

#3 Exciting #4 Sensitive

Whichever type of brand yours may be : ✚  Start small but think big (and long term) �

✚  Monitor online conversations and respond (to questions, negative comments, extremely positive comments) with a community manager �

✚  Accept that you might not know what your best strategy is (between us : no one does really…but I won’t tell) – but you have to test, even if your boss wants immediate results�

✚  Don’t box your brand into just one type �

TIPS !

#4 Evaluate the type of company you’re in.

Page 46: Online Reputation: Get ready for war

#4 Evaluate the type of company you’re in.

In-house Platform(s) �

Dedicated spaces on thid party platform(s) �

Third Party sites�

website

Mobile App

local website

local website

Community site

Local Platforms

FB YT

Flickr

Tumblr

Linkedin Wikipedia

Twitter

Slideshare

Forums

Blogs

Wikipedia

Twitter

FB

Online press

Your objective is to be present and monitor every conversation taking place right now

Don’t try to be on every single platform (this schema is just one example). Maximize conversations and monitor them. �

You have to choose the tools that best suit your customers’ behavior and assign a role to each platform. �

The goal is to create a coherent experience for Internet users throughout the web. �

#4 Evaluate the type of company you’re in.

Page 47: Online Reputation: Get ready for war

Wondering if traditional marketing activities are irrelevant ?

Page 48: Online Reputation: Get ready for war

Wrong!

“The social web makes it urgent that companies get the basics right” Patrick Barwise, Marketing Professor – London Business School

The social web is NOT REINVENTING MARKETING or your brand. �

On the contrary, you have to go back to the basics. You can’t hide behind advertising anymore (Wikileaks will make sure of that for some companies). DO : �

✚  Offer and communicate a clear, relevant customer promise�

✚  Build trust by delivering on that promise�

✚  Drive market share by continually improving on that promise�

✚  Gain an edge by innovating in your market�

Page 49: Online Reputation: Get ready for war

#5 Get ready for “war”

#1 Understand it # 2 Organize yourself internally

# 3 Work on the basics

# 4 Evaluate the type company you’re in

#6 What’s about R.O.I. ?

Page 50: Online Reputation: Get ready for war

#5 Get ready for “war”

“Today anyone armed with a hundred dollar digital camera and an internet connection is a potential Spielberg or Riefenstahl.” Two military scholars – Bullets and blogs

Page 51: Online Reputation: Get ready for war

Hold on !

#5 Get ready for “war”

Page 52: Online Reputation: Get ready for war

Can a real crisis really occur on the social web ?

There are different kind of crises that can arise online. �

The most common are communication crises that can cause short-term damage but won’t mean the end of your company (i.e. they won’t impact sales or stock rates). �

However, certain crisis can directly effect your core business and products. Beware of these types of crises�

#5 Get ready for “war”

Page 53: Online Reputation: Get ready for war

What happened in Vegas won’t stay in Vegas anymore.

Even more than ever with the rise of Wikileaks, online crises are a future certainty��

It’s impossible in 2011 to present “online reputation” without talking about Wikileaks. The winds they are a-changing…�

From now on, everything that concerns your company (particulary non-ethical matters, as well as the interactions with employees, partners, competitors, and consumers) risks to be exposed. �

Businesses will have to change, and so will your ways of communicating. �

#5 Get ready for “war”

Page 54: Online Reputation: Get ready for war

The Bank of America already lost 3% of its value. On a rumor.

Wikileaks announced that a bank will be targeted in January 2011. �

Just the simple rumor that it might be the Bank of America caused it to lose 3% of its current value. �

This is just a foreshadowing of the consequences that Wikileaks may have on brand reputations and their values. �

This can also help to understand how companies may have to allocate their communication budgets differently. �

#5 Get ready for “war”

Page 55: Online Reputation: Get ready for war

How can you fight back ?

#5 Get ready for “war”

Page 56: Online Reputation: Get ready for war

New media can be your friend. Attacking is the best defense : �Begin by defining all sensitive subjects that concern your company. Identifying and listening to weak signals on the social web can help you to determine whether you need to change company policies or develop corporate communications for a particular subject before a crisis occurs. �

Use the Social Web : �There are two sides to the social web : threats and opportunities. When used properly (and ethically), the social web can provide advantages. �

A YouTube video can be much more effective than a formal press release. People may be surprised to see a corporate executive on YouTube, but that can become a story in itself (Eurostar, Domino’s Pizza, Chevrolet…). �

#5 Get ready for “war”

Page 57: Online Reputation: Get ready for war

“Managers may hesitate to engage with (social) media but if you fail to adapt to and use your adversaries’ best tactics, you cede on the field of battle.” Leslie Gaines- Ross – Chief Reputation Strategist at Weber Shandwick.

New media can be your friend

#5 Get ready for “war”

Page 58: Online Reputation: Get ready for war

Find sympathic third parties. Force Multipliers: �

You certainly have in-house experts but in the case of a crisis they’ll be the last people consumers will trust. Develop a network of independent third parties willing to take your side. �

Bloggers, journalists, and forum administrators can help you maintain a positive or (at least) neutral position. �

You may not have as many diehard enthusiasts like Harley Davidson, but if you provide reasonable arguments, you might find some. �

Develop long-term relationships with a small number of well-targeted bloggers chosen with an online influencer mapping. �

#5 Get ready for “war”

Page 59: Online Reputation: Get ready for war

Respond quickly Quickly doesn’t mean poorly�

The web is real-time thanks to social media tools like Twitter. �

The majority of companies are not. �

By the time a board or team of directors has decided to react, the damage has usually already started to spread. �

Monitor (I can’t stress that enough) to identify weak signals as soon as they arise. �

Train someone to answer quickly and efficiently. �

Find internal shortcuts for validating answers more quickly (a response chart can help) and understanding the social web. �

#5 Get ready for “war”

Page 60: Online Reputation: Get ready for war

Avoid any show of force

The “David vs Goliath” law rules the web �

A typical company’s reaction to an online attack has been a juridical approach or show of force. �

Neither has ever been a good idea. �

A juridical approach is lengthy and cannot reflect on your company as well as a reasonable and humane approach -- even if you’re in the right. �

People don’t care who leaked the information, they just want your company to be responsible. �

If your company is in the wrong, apologize, reform, and show that you are addressing properly the problem. �

#5 Get ready for “war”

Page 61: Online Reputation: Get ready for war

Empower your team People talk with people�

People don’t want to hear the rose-colored version from a top executive. They want to talk with a real employee. �

Empower your employees to express themselves. You might be surprised what amazing stories they’ve got. ��

N.B. Your employees can also be a great resource in the case of a social media crisis. If you give them the tools, guidelines, and opportunity to represent the company at all times (at the office and at home) they can be a great resource, period. �

#5 Get ready for “war”

Page 62: Online Reputation: Get ready for war

Treat your team well.

You are only as strong as your weakest link�

Make sure that your employees are happy at work. �

Employees are the most influential people for your company and could be your greatest threat. �

If we go back to Wikileaks, they could be the ones doing the “leaking”. �

#5 Get ready for “war”

Page 63: Online Reputation: Get ready for war

Prepare your company !

You’re next ! �

Ok, maybe you’re not but you should act as if you are�

What if Wikileaks effects your company ? �

Identify vulnerable subjects, improve them, plan for the worst, and develop plans for action. �

This isn’t just about communications ; this is about the entire board. �

#5 Get ready for “war”

Page 64: Online Reputation: Get ready for war

Sadly enough, a crisis is (often) THE reason for CEOs to dive into the social web. OK, this isn’t a tip but if you look at the companies that are now admired for their social web strategies, you’ll discover that almost all of them have suffered crises (Dell, Comcast, Starbucks..) �

An argument to help you convince your CEO?..maybe not. �

TIPS !

Check out the Social Media Screw-up presentation �

#5 Get ready for “war”

Page 65: Online Reputation: Get ready for war

What about R.O.I. ?

#1 Understand it # 2 Organize yourself internally

# 3 Work on the basics

# 4 Evaluate the type company you’re in

# 5 Get Prepared for War

Page 66: Online Reputation: Get ready for war

Who cares ? The Social Web is cool !

What about R.O.I. ?

Page 67: Online Reputation: Get ready for war

OK… your boss seems like he might care (or maybe the accountant?)

What about R.O.I. ?

Page 68: Online Reputation: Get ready for war

“How are you going to monetize this” I think is the wrong question. The right question is “How am I going to deepen my relationships with my customers and employees.” Brian.J. Dunn – Best Buy CEO

What about R.O.I. ?

Page 69: Online Reputation: Get ready for war

Whoever he is, that dude still looks pretty skeptical.

What about R.O.I. ?

Page 70: Online Reputation: Get ready for war

Directly Financial

Focus on the right objective for your company’s profile

# 1 Financial Perspective

Did your actions help

increase sales ?

# 2 Risk Management

Is your brand better prepared to respond

to attacks? (how much would it cost if not ?)

# 3 Digital Perspective

Has your brand

enhanced its digital presence?

# 4 Brand perspective

Has your brand’s relationship with its

customers improved ?

Undirectly Financial

Long term Short term

Forrester report – The ROI of Social Media Marketing – july 2010

What about R.O.I. ?

Page 71: Online Reputation: Get ready for war

Risk Of Non Investment : it’s not whether investing 1€ will make an impact, but what will happen if you don’t : �

�1. Misunderstanding of customer expectations�2. Missed opportunities to improve CRM�3. Failure to make up for the decline in efficiency of classic advertising �4. Failure to connect with generation Y and their behaviors�5. Inability to manage potential crises before they begin . �

*…�

What about R.O.N.I ?

Source : Francois Guillot- Internet et opinions

What about R.O.I. ?

Page 72: Online Reputation: Get ready for war

Key takeaways ?

Page 73: Online Reputation: Get ready for war

You need me to manage your strategy !

Page 74: Online Reputation: Get ready for war

Ok - just kidding…

Page 75: Online Reputation: Get ready for war

+  The media world has shifted and the Internet is no longer just an option �+  Communication in the digital world is long term (short-term buzz is nice but won’t make a

difference over time) �+  Understand your customers’ decision journey to plan your strategy accordingly�+  Understand your brand’s online presence and your company profile to determine your priorities�+  Go back to the basics for corporate branding �+  Prepare yourself because your brand doesn’t belong to (just) you anymore�+  Be humble. We are all learning. Be curious. �

Back to the key takeaways !

Page 76: Online Reputation: Get ready for war

THANK YOU

Gregory Pouy I @gregfromparis gregory.pouy(at)gmail(.)com

Thanks to Mathieu and Ben for the pictures : http://www.flickr.com/photos/h2-blog