Presented to Astellas on 30 Nov 2010, an overview of how reputation management can contribute to a positive business objective and is an essential part of a comprehensive social media strategy.

1. Reputation management in a digital world
Presentation by
Ross Taylor, Group Digital Director

2. 2

3. 3
 Why bother with reputation management?
 Social media and reputation management?
 Where to start?
1. Be prepared
2. Listen
3. Plan ahead
4. Engage
5. Integrate
6. Monitor
 Questions
Agenda

4. 4
“Lose money and I will
forgive you, but lose even
a shred of reputation and
I will be ruthless…. We
will not trade reputation
for money”
Warren Buffet, 2009

5. 5
A 7 per cent increase in word of mouth advocacy
unlocks 1 per cent additional company growth.
A 2 per cent reduction in negative word of
mouth boosts sales growth by 1 per cent.
“The economics of buzz study” London School of Economics, 2005

6. 6
 average consumer is worth $210
 average detractor costs the company $57
 average promoter generates $328

7. 7
What is social media?

8. 8

9. 9
EDIT PRESENTATION TITLE IN
HEADERS AND FOOTERS PANEL
(INSERT MENU)

10. 10

11. Potential rewards
Consumer Pull-Through to Campaign Website:
Hampton Court
Flower Show &
BBC Coverage
Twitter
Announcements
with Dr Christian
Jessen
Tweets by Dr
Christian
Jessen
Sunday Mirror
Coverage Online
Banner Ads
Radio
Interviews
Roadshow
Events

12. Where to start?

13. 13
1. Prepare
2. Listen
3. Plan
4. Engage
5. Integrate
6. Measure

14. 14
1. Prepare
1. Be Prepared!

15. 15

16. 16

17. 17
EDIT PRESENTATION TITLE IN
HEADERS AND FOOTERS PANEL
(INSERT MENU)

18. 18
EDIT PRESENTATION TITLE IN
HEADERS AND FOOTERS PANEL
(INSERT MENU)

19. 19
2. Listen….

20. 20

21. 21
1. Company Name
2. Company URL
3. Products
4. Public Facing
Employees
5. Competing Products
6. Descriptions

22. 22

23. 23
Avastin rejected by NICE

24. 24
 Listening – Motrin

25. 25

26. 26

27. 27

28. 28

29. 29

30. 30

31. 31

32. 32
3. Plan ahead

33. 33
The results
• Soft launch so successful that full launch is still delayed
• Proven benefit in driving traffic and sentiment
33

34. 34
34

35. 35
35

36. 36

37. 37
Is it a conversation?

38. 38
38

39. 39
39

40. 40
Approach
1. Listen
– Tracking mentions and discussions
related to your brand, product,
competitors and ecosystem
– Understanding the relevance,
importance and influence of the
conversation
– Developing insights about the
market
– Evaluating impact of social activity
– Customer insights
3. Share
– Sharing stuff with your audience
(news, offers, updates, previews)
– Developing content specifically to
share and allowing your audience to
share it too
– Brand and marketing communications
2. Respond
– Identifies the types of response
required from customer enquiries to
engaging in conversations
– Develop framework to manage
responses
– Who responds and what they should
say
– Where we should be
– Customer service and support
channel
4. Lead
– Allows you to lead a group of highly
engaged advocates and develop your
business with them
– Requires more of a cultural
commitment than previous stages as
you need to be open to the possibility
of ceding control to consumers
– Innovation and strategy

41. 41
41

42. 42
Dealing with adverse event reporting

43. 43
Copyright Creation Healthcare 2010

44. 44
Copyright Creation Healthcare 2010

45. 45
Copyright Creation Healthcare 2010

46. 46
Copyright Creation Healthcare 2010

47. 47
OPPORTUNITY
1
PLANNING
2
PROPOSITION
3
EXECUTE
4
MEASUREANDEVOLVE
5

48. 48

49. 49

50. 50

51. 51

52. 52

53. 53

54. 54
. Engage

55. 55

56. 56

57. 57

58. 58

59. 59

60. 60

61. 61

62. 62
EDIT PRESENTATION TITLE IN
HEADERS AND FOOTERS PANEL
(INSERT MENU)

63. 63

64. 64

65. 65

67. 67
iPhone4
 Apple stock lost $12 BILLION over 4 days!

68. 68
5. Integrate

69. 69

70. 70

71. 71

72. 72

73. 73

74. 74

75. 75
6. Analyse

76. 76
the iab framework
intent
awareness
appreciation
action
advocacy
benchmark
Establish intentions and
objectives in order to
define which KPIs are
most pertinent
Define core KPI metrics
by social media platform
(soft metrics & hard
financials)
Compare benchmarks with
other SM activity, channels,
industry averages

77. 77
The challenge

78. 78
 1. Understand the different audience profiles
 2. Listen and start to learn
 3. Develop a plan - that works for you
 4. Engage – in a way that works for the audience
 5. Integrate into your ongoing communication plans
 6. Measure and analyse impact and success
Challenge for Atellas