Online Reputation: Get ready for war

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Online reputation (or e-reputation) is a 2010 buzzword but this is a serious subject to handle. This presentation is here to help marketing and communication executives to better understand how the digital world is working and the consequences for their brands. It also give some key to handle your digital strategy.

Text of Online Reputation: Get ready for war

  • Online reputationThe art of war - 2011January 2011Gregory Pouy@gregfromparis
  • YEAH !Online reputation wasthe buzzword of 2010
  • But thats a problem.
  • (Online) reputation is not a buzz word.Its a hardcore reality.
  • then what are wetalking about ?
  • OMG !The Media Worldhas shifted.OK there are tons of statistics about the web and more specifically theSocial Web.Im sure youve seen your share,, but youre still not convinced.Heres just one fact : according to a Forrester study from December2010, Americans spend as many hours online as they do in front oftheir TVs (give or take 13 hours/week).
  • Waityoure not in the U.S. ?
  • Dont worry, the situation is or will be thesame in your country, too. Soon. Number of friends Internet Have a people stay in Penetra)on social prole contact with on SM 80% 58,1% 53 USA 40% 74,5% 74 BRAZIL 43% 79,3% 47 RUSSIA 36% 68,4% 50 CHINA 65% 53,2% 40 FRANCE I should point out that these figures are based on people that connect to the web at least onceevery 2 days For more international statistics check out this presentation
  • 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 theyd 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
  • but brand relationships have changed.Consider & buy Evaluate & Advocate BondMarketers often New types of media have madeoveremphasize the the evaluate and advocate If a consumers bond with aconsider and buy stages stages increasingly relevant. brand is strong enough, theyof the journey, allocating 70 Marketing investments that help repurchase without cyclingto 90% of resources to consumers navigate the evaluation process and spread through the earlier decisionbuilding awareness through word of mouth can be as stagesadvertising, and encouraging important as building awarenessbuying through promotions. and driving purchases. Source : CDJ Mc Kinsey Study
  • 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
  • What are some consequences ?
  • F***!Youre spending your moneyin all the wrong places.David.C.Edelman coleader of McKinseys Global Digital Marketing Strategy.Management still focuses on working media spend - the portionof a marketing budget devoted to what is known today as paidmedia which doesnt make sense unless you consider owned andearned media, as well.i.e. : A VIRAL VIDEO IS WORTHLESS if the product gets badreviews, or worse -- if no one is talking about it.
  • Im sure you get the point, but
  • 90% of digital budgets arestill allocated to websites.(When only 1 out of 10 consumers visitcompany sites to get information)Source : CDJ Mc Kinsey Study concerning electronics goods
  • So maybe you dont?
  • This presentation is here tohelp you.
  • The rule of branding havechanged.Your online reputation is defined by all (visible) content available about your company, itsproducts/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 onthese touchpoints.Your online reputation has to be built over a long term process and not a one-shot campaignstrategy.
  • How can you manageyour online presence ?
  • #1 Understand your online reputation# 2 Organize yourself internally# 3 Work on the basics# 4 Evaluate the type company youre in# 5 Get Prepared for War#6 What about R.O.I. ?
  • #1 Understand your online reputation Conversations evolve within a global ecosystem In-house Platform(s) Dedicated spaces on third party platforms Third party sites 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.
  • Hold on
  • #1 Understand it Dont run into Facebook, Twitter or any other shiny objects 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.
  • #1 Understand it Understand your consumers decision journey 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.
  • #1 Understand it Understand your consumers decision journey One of McKinseys 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 brands 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 it 6 types of content to work on Credibility 4 5 6 Oine content 2 3 1 Accuracy 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
  • #1 Understand it#2 Organize your company internally# 3 Work on the basics# 4 Evaluate the type company youre in# 5 Get Prepared for War#6 What about R.O.I. ?
  • #2 Organize your company internally Its not (just) about marketing ! During McKinseys 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 pointswithout even counting other departments like HR. Marketing Human Customer & commun Retail Legal Others Resources services -ications 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).
  • #1 Understand it# 2 Organize yourself internally#3 Work on the basics# 4 Evaluate the type company youre in# 5 Get Prepared for War#6 What about R.O.I. ?
  • #3 Work on the basics. Ensure the visibility of your in-house platform (s) local websit