1. Online Reputation Rodrigo Miranda Beltrán Associate Professor Instituto de Empresa Wednesday, November 04, 2009
2. Rodrigo Miranda Beltrán Associate Professor Instituto de Empresa General Manager @ shackletondmo Partner @ nuubo, searchmedia, sintra Born in Chile, 35 YO, Married, 4 kids, Telecom Engineer, Executive MBA IESE, EO Member, Triatlon www.rodrigomiranda.es www.linkedin.com/in/rodrigomiranda www.facebook.com/rodrigo.a.miranda www.strands.com/rodro http://picasaweb.google.es/rodrigo.a.miranda www.lastfm.es/user/rodrigomirandab www.slideshare.net/rodrigo.a.miranda
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4. Set Scope #1 Are you ready to manage your company’s reputation? Answers? Thoughts? Ideas? Product Logo Brand
13. Set Scope #2 What is Online Reputation? (offline) reputation and online reputation? should it be managed? should it be monitorized? who is in the middle? Brand? Customer? Communities? Product Logo Brand
14. Online Rep Online reputation is not about what you are but about how communities perceive you What communities are saying about you or what “they” don’t How your acts are perceived and interpreted How your messages are received / transformed / deformed / forwarded
15. Your Opinion – Your Participation #1 Please list al least 4 attributes for your brand… http://www.flickr.com/photos/marcelgermain/2078076913/
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17. OR means Interaction & Effort Campaign mentalities don’t translate if you aren’t truly involved in the daily interactions Sometimes your brand will be up, sometimes down. That’s life. Real relationships require effort, but also deliver meaningful rewards
18. OR means Measure your Effort How is all this engagement and direct interaction treating you? Is it all just buzz and chatter or is it driving the bottom line? Use a combination of data to determine your impact – analytics, social monitoring, email data, purchase data, etc.
19. Online Reputation means Participation At the end of the day if you do something right or wrong people will talk about you online… Are you going to be there participating?
20. #2 “Reputation is not just marketing or message management… Is about Your organization, people, and processes are what customers experience everyday”
21. Set Scope #3 Who are the stakeholders? Consumers? Employees? Business Partners? Investors? Product Logo Brand
23. ORM Stakeholders: Consumers Consumers are seeking for more than products, they are looking for believable brands, services, values, commitment and corporate social responsibility
24. ORM Stakeholders: Employees Companies with the best reputation attract the best job applicants first An employee proud to work for his company is a good ambassador Disappointed employees are using Social Medias too !
25. ORM Stakeholders: Business Partners Investors prefer reputable partners Your own reputation impact your business partners... And your business partners’ reputation can affect you !
36. In August 2008, 14.5m people in the U.K. visited at least one blog, representing 41% of the total U.K. Internet audience.[Source: comScore, Oct 2008]
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38. Corporate vs. Personal Motivation Sharing information Reconnecting with friends Watching others No real rules Fuel Individual Social Ego Customer Service Promotional Messages Shareholder Value Transparency Brand Rules Deliver business goals
40. #4 “In the real-time, hyper-connected world your reputation … is what other people say it is. 24/7!!!”
41. Set Scope #5 Then... Online Reputation Management? Product Logo Brand
42. Online Reputation Management The process of engaging conversation with your customers, business partners or even employees to empower your brand image and values, to distinct yourself from competition, to activate “natural brand ambassadors” and to build your marketing strategy on emotion management.
43. Online Reputation Management The process of monitoring a brand online, knowing how to deal with any negativity and understanding how you can pro-actively protect your brand via conversation channels. http://en.wikipedia.org/wiki/Online_Reputation_Management http://www.sempo.org/learning_center/articles/ElixirSystemsOnlineRepMgmt.pdf
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45. Your Opinion – Your Participation #2 Please list al least 4 ACTIONS for your Social Engagement… http://www.flickr.com/photos/marcelgermain/2078076913/
74. Set Scope #6 How can I start with ORM? Product Logo Brand
75. 1st Listen / Learn Find out what people think about, care about, talk about Learn what you are doing right and wrong Discover new ideas Where are people talking? What do they think about you? Are there stories you didn’t know about?
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77. Find the people internally who are passionate and let them connect
90. Follow Manchester airport on Twitter and receive live flight arrivals and departures info on demand reinforcing the “ easy and seamless customer first” value
156. David Armano, VP, Experience Design Critical Mass / criticalmass.comhttp://www.slideshare.net/perfectporridge/online-reputation-management-social-media-breakfast-msp-may-22-2009 http://www.slideshare.net/OnlineMediaToday/reputation-management-2331780 http://www.slideshare.net/AIM_Conference/online-brand-and-reputation-management-steve-taraborelli-udr-2009-aim-conference http://www.slideshare.net/inBlackandWhite/buzz-monitoring-2047266 http://www.slideshare.net/TheSearchGuru/internet-brand-management-ethics http://www.slideshare.net/Fdhill/online-reputation-management-a-case-study And shackletondmo and opportunity friends
159. Rodrigo Miranda Beltrán Associate Professor Instituto de Empresa www.rodrigomiranda.es www.linkedin.com/in/rodrigomiranda www.facebook.com/rodrigo.a.miranda www.strands.com/rodro http://picasaweb.google.es/rodrigo.a.miranda www.lastfm.es/user/rodrigomirandab www.slideshare.net/rodrigo.a.miranda
160. Online Reputation Rodrigo Miranda Beltrán Associate Professor Instituto de Empresa Wednesday, November 04, 2009
