Upload
bill-johnston
View
484
Download
3
Tags:
Embed Size (px)
DESCRIPTION
Panel presentation w/ Randy Farmer at SxSW. Most of the smart content is Randy's. Check out his blog / book with Bryce Glass here:
Citation preview
Online Reputation in (and across) Context(s)Randy Farmer - @frandallfarmerBill Johnston - @billjohnston
Global MarketingOnline Reputation in (and across) Context(s)2
State of Web Reputation
Best (& Worst) Practice
Reputation @ Dell
Fireside Chat
Global MarketingOnline Community Strategy & Planning3
Introduction
Largely immature space
Lots of research & theory, fewer practice examples, even fewer successes
No comprehensive framework (Randy will unpack this)
Between context-specific and extended (multiple-context) systems, there are opportunities, as long as you play by the rules
Global MarketingOnline Community Strategy & Planning4
The State of Web Reputation
Global Marketing
Also available free on the companion blog & wiki at http://buildingreputation.com
Global Marketing
[Web] Reputation defined
Reputation is information used to make a value judgment aboutan object or a person.
Global Marketing
The Reputation Statement
Global Marketing
People reputation is karma, and it is special
Karma is user reputation within a context Karma is useful for building trust between users, and between a user & site Karma can be an incentive for participation and contributions Karma is contextual and has limited utility globally. Karma comes in several flavors - Participation, Quality and Robust Karma is complex (via indirect evaluations), and formulation is often opaque Personal karma is displayed only to the owner, good for measuring progress Corporate karma is used by the site to find the very best and worst users Public karma is displayed to others, which makes it the hardest to get right
It should be used sparingly It is hard to understand, isn't expected, and easily confused with content ratings. It shouldn't be have a socially negative value. It encourages competition in some users, and may discourage others.
Global Marketing
Global karma? We need it, right?
Global Marketing
Case study: FICO as global karma
Global Marketing
The Competitive Spectrum
Global Marketing
Web reputation: motivation & incentive
Predictably Irrational, Dan ArielyMarket vs. Social incentivesIntrinsic vs. Extrinsic rewards
The model from BWRS is similarAltruisticCommercialEgocentric
Global Marketing
Reputation display [disclosure!]
Three levels of reputation display Public
Visible to God, Google, and Everyone. i.e.: Number of twitter friends.
Private Only the owner can (or cares to) see it. i.e.: Blog/Book Sales analytics.
Corporate Secret to only the company. i.e.: IP address is-spammer reputation.
Global Marketing
Motivation vs Competition
Global Marketing
What does reputation measure?
Inputs - Quantitative vs. QualitativeIt’s not always about numbers
Karma computation categories Participation (aka Quantity) Quality (aka Search Rank) Robust (aka Hybrid)
Global Marketing
Scale matters!
Global MarketingOnline Community Strategy & Planning17
Best (& Worst) Practice Examples
Global Marketing
Good, in context, example: StackOverflow's quality karma
Global Marketing
StackOverflow's quality karma cont'd.
Global Marketing
StackOverflow's participation badges
Global Marketing
StackOverflow's [largely ignored] leaderboard
Global Marketing
Xbox Live
Global Marketing
Honestly?[.com] Not!
Global Marketing
Karma as Currency?HipHop Rules the Interweb!
Global Marketing
Klout
25
Global MarketingOnline Community Strategy & Planning26
Online Reputation at Dell: WIP Case Study
Global Marketing27 Online Community Strategy & Planning
Social Strategy = portfolio in social presence.
Global Marketing
Confidential28
Customer Communities
Promoters & VIPs
Dell Community of Practice
Community Management & Moderation
Community Platform
SCRM & Social Profile
Analytics & Insighte-commerce
External Communi
ty
External Communi
ty
External Communit
y
External Communi
ty
Insights, Measurement & Social Data
Community Platform & Operations
Internal Communities of Practice
Promoter & VIP Communities
Customer Communities
External Communities
Dell Experts drive community engagement.
Vision: Vibrant communities inside & out
-Internal Communities of Practice
- Exclusive Promoter & VIP Communities
- Segment-based Customer Communities
- Priority “Outpost” Communities
Reputation system across contexts.
Global MarketingOnline Community Strategy & Planning29
Reputation Goals
• Common vocabulary about online reputation at Dell.
• Comprehensive and consistent design patterns
• Centralized system that supports multiple contexts:
– On Domain
– Federated / Partner
– Social Web
Global MarketingOnline Reputation in (and across) Context(s)30
Reputation in Context
Customer Communities
, Blogs, Wikis
Advocates
Internal Communiti
es
External Community
External Community
External Community
Karma: Identify internal expertsContent: Promote Dell-expert content
Karma: Surface fans, reward advocacyContent: Promote advocacy content
Karma: Highlight Topic ExpertsContent: Promote content, verified answers, bury abusive comments
Karma: Aggregate accreditations, achievements and graphContent: Recommendations & comments
Reputation in context is a necessary tool. Reputation shared across all meaningful contexts is a game-changer.
Global Marketing31
Reputation System: Key Areas
Topics & Topic Expert as key opportunities
Evaluation of content (for improvement & highlighting)
Recognize contributors via quality Karma, based on roll up content reputation
Encourage specific behaviors from all members by property > context > topic area
Incent based on participation karma (badges)
Social media integration (inherited reputation)
Leverage social graphs, “likes” and content
Online Reputation in (and across) Context(s)
Global MarketingOnline Reputation in (and across) Context(s)32
Fireside Chat!
Global MarketingOnline Reputation in (and across) Context(s)33
Q: Why is there no Central ReputationScrutinizer?
Global MarketingOnline Reputation in (and across) Context(s)34
Q: Why can’t online reputation translateinto $$$?
Global MarketingOnline Reputation in (and across) Context(s)35
Q: Why not haveabsolute karma scores?
Global MarketingOnline Reputation in (and across) Context(s)36
Your Questions?