Présentation sur Internet et les réseaux sociaux.

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

2. YEAH !
Online reputation was the
buzzword of 2010 …

3. But that’s a problem.

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

5. …then what are we
talking about ?

6. 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).

7. Wait…you’re not in the U.S. ?

8. Don’t worry, the situation is or will be the
same in your country, too. Soon.
Number
of
friends
Internet
Have
a
people
stay
in
Penetra)on
social
profile
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 once
every 2 days
For more international statistics check out this presentation

9. 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

10. …but brand relationships have changed.
Consider & buy Evaluate & Advocate Bond
Marketers often overemphasize New types of media have made
the “evaluate” and “advocate” If a consumers’ bond with a
the “consider” and “buy” brand is strong enough, they
stages increasingly relevant.
stages of the journey, allocating Marketing investments that help repurchase without cycling
70 to 90% of resources to consumers navigate the through the earlier decision
building awareness through evaluation process and spread stages
advertising, and encouraging word of mouth can be as
buying through promotions. important as building awareness
and driving purchases.
Source : CDJ Mc Kinsey Study

11. “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

12. What are some consequences ?

13. 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.

14. I’m sure you get the point, but

15. 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

16. So maybe you don’t?…

17. This presentation is here to
help you.

18. 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.

19. How can you manage
your online presence ?

20. #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. ?

21. #1 Understand it
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”.

22. Hold on…

23. #1 Understand your online reputation
Don’t 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.

24. #1 Understand your online reputation
Understand your consumer’s
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.

25. #1 Understand your online reputation
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

26. #1 Understand your online reputation
6 types of content to work on
Credibility
4
5 6 Offline
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

27. #1 Understand it
#2 Organize your company 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. ?

28. #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
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).

29. #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
#6 What about R.O.I. ?

30. #3 Work on the basics.
Ensure the visibility of your “in-house”platform(s)
local
website
local
website
website
local
Mobile website
Application
Dedicated
spaces on
third party
platforms
Third parties
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)

31. #3 Work on the basics.
TIPS !
A Social Media Center
can help
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)

32. #3 Work on the basics.
Begin your S.M.O. strategy with content you
already have
In-house
Platform
Flickr
Youtube
Third parties
Wikipedia
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.

33. #1 Understand it
# 2 Organize yourself internally
# 3 Work on the basics
#4 Evaluate your brand’s “personality”
# 5 Get Prepared for War
#6 What about R.O.I. ?

34. #4 Evaluate your brand’s “personality”
#1 “Basic” #2 Functional #3 Exciting #4 Vital
Source : Synthesio’s presentation
At Monitoring Social Media Conference 2010

35. #4 Evaluate the type of company you’re in.
If you don’t know which
type of brand you have,
YOU ARE
an online mapping can HERE
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.

36. #4 Evaluate the type of company you’re in.
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.

37. #4 Evaluate the type of company you’re in.
“Basic” Brand
Very
Weak Medium Strong
Strong
Volume of conversations
Sentiment
Presence on social media
Number of comments
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.

38. #4 Evaluate the type of
#4 Evaluate the type of company you’re in.
company you’re in.
Basic Brand
Blendtec is a famous
basic brand.
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.

39. #4 Evaluate the type of company you’re in.
Functional Brand
Very
Weak Medium Strong
Strong
Volume of conversations
Sentiment
Presence on social media
Number of comments
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.

40. #4 Evaluate the type of company you’re in.
Functional Brand
“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.

41. #4 Evaluate the type of company you’re in.
Functional Brand
“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

42. #4 Evaluate the type of company you’re in.
Exciting Brand
Very
Weak Medium Strong
Strong
Volume of conversations
Sentiment
Presence on social media
Number of comments
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).

43. #4 Evaluate the type of company you’re in.
Exciting Brand
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.
TIPS !
Encouraging REAL LIFE meetings can foster community feelings and
behavior

44. #4 Evaluate the type of company you’re in.
Vital Brand
Very
Weak Medium Strong
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.

45. #4 Evaluate the type of company you’re in.
TIPS !
#1 basic #2 Functional
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) – #3 Exciting #4 Sensitive
but you have to test, even if your boss wants immediate
results
✚ Don’t box your brand into just one type

46. #4 Evaluate the type of company
#4 you’re in. the type of company you’re in.
Evaluate
Your objective is to be present and monitor every
conversation taking place right now
local
website
local
website
website
Mobile
Community
App
site
FB
YT Wikipedia
Slideshare
Twitter
Local
Platforms
Flickr
Forums
Twitter
Tumblr FB
Wikipedia
Linkedin
Blogs
Don’t try to be on every single platform (this schema is just one Online
example). Maximize conversations and monitor them. press
In-house Platform(s)
You have to choose the tools that best suit your customers’
behavior and assign a role to each platform. Dedicated spaces on thid party
platform(s)
The goal is to create a coherent experience for Internet users
throughout the web. Third Party sites

47. Wondering if traditional marketing
activities are irrelevant ?

48. 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

49. #1 Understand it
# 2 Organize yourself internally
# 3 Work on the basics
# 4 Evaluate the type company you’re in
#5 Get ready for “war”
#6 What’s about R.O.I. ?

50. #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

51. #5 Get ready for “war”
Hold on !

52. #5 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

53. #5 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.

54. #5 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.

55. #5 Get ready for “war”
How can you fight back ?

56. #5 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…).

57. #5 Get ready for “war”
New media can be your friend
“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.

58. #5 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.

59. #5 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.

60. #5 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.

61. #5 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.

62. #5 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”.

63. #5 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.

64. #5 Get ready for “war”
TIPS !
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.
Check out the Social Media Screw-
up presentation

65. #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
What about R.O.I. ?

66. What about R.O.I. ?
Who cares ?
The Social Web is cool !

67. What about R.O.I. ?
OK… your boss seems like he
might care
(or maybe the accountant?)

68. What about R.O.I. ?
“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

69. What about R.O.I. ?
Whoever he is,
that dude still looks pretty
skeptical.

70. What about R.O.I. ?
Focus on the right objective for your
company’s profile
Directly Financial
# 1 Financial # 2 Risk Management
Perspective
Is your brand better
Did your actions help prepared to respond
increase sales ? to attacks?
(how much would it cost if not ?)
Short term Long term
# 3 Digital
# 4 Brand perspective
Perspective
Has your brand’s
Has your brand
relationship with its
enhanced its digital
customers improved ?
presence?
Undirectly Financial
Forrester report – The ROI of Social Media Marketing – july 2010

71. What about R.O.I. ?
What about R.O.N.I ?
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 .
*…
Source : Francois Guillot- Internet et opinions

72. Key takeaways ?

73. You need me to manage your strategy !

74. Ok - just kidding…

75. Back to the key takeaways !
+ 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.

76. 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