Presentation delivered by Tim Shier at the Nomadic Marketing conference in Cape Town SA.

1. t Online Reputation Management Pirates and Samurais By Tim Shier (tim.shier@brandseye.com)

4. * Apologies if this means something else… My Japanese is lacking.

5. With honour trust is implicit.

7. Trust is learned .

8. ORM is a means of identifying, understanding and responding to broken promises to direct the activity of gaining honour.

9. Steve Jobs – heart attack

11. 98 700 conversations online.

12. Apple lost 10% of their share price…

13. … in 11 minutes…

14. … which amounted to over R100 billion lost. #fail

15. “ Reputation accounts for more than 20% of a brands total value” - FTI Research 2009

16. Wikipedia: Reputation is the general opinion, or more technically, a social evaluation , of the public toward a person, a group of people, or an organization. ( ed : that they will do something in particular)

17. “ 66% of brand touch points are controlled by consumers.” - McKinsey Quarterly, 2009

19. “ 78% of people trust the recommendations of others” -Nielson “Trust in Advertising” Report

22. The Four Elements of ORM

23. Monitor

24. “ It is only the enlightened ruler and the wise general who will use the highest intelligence of the army for purposes of spying and thereby they achieve great results .“ - Art of War

26. Two approaches:

27. Buzz Monitoring

28. Mention Tracking

31. Monitoring Services

32. A Monitoring Case Study: South African Banks

33. Choosing Phrases

45. Some doors are locked (sort of) .

46. Measure

47. “ Unless you know the mountains and forests, the defiles and impasses, and the lay of the marshes and swamps, you cannot maneuver with an armed force. unless you use local guides, you cannot get the advantage . - Art of War

49. WINNING? or LOSING?

52. Typical reports (and how to interpret them)

53. Reputation and Volume

54. Reach

55. Ad Value Equivalent AVE = Reach x CPM x Mentions.

56. Domain

57. Author

58. Media

60. A Measurement Case Study: MWEB

62. Objectives Defined and KPI’s Defined: Sustained 81% increase 1216% up Reach Sustained 84% increase Up 1849% Ad Value Equivalent Sustained 9.98% improvement in overall sentiment towards the brand. 156.521% more endorsements of the brand Sentiment distribution (% positive) Sustained 331% increase 3482% increase Conversations per day After FTW During FTW Metric

66. Manage

67. “ Fail to honour people, and they will fail to honour you.” - Lao Tzu, founder of Taoism

68. Rise of a champion

72. Opportunity to build a real Relationship

73. The action plan # 1 – Listen and understand

74. The action plan # 2 – Get off your high horse

75. The action plan # 3 – Be empathetic (truly)

76. The action plan # 4 – Be honest

77. The action plan # 5 – Keep it offline (initially)

78. The action plan # 6 – Be quick and nimble

79. The action plan # 7 – Be true to your brand

80. The action plan # 8 – You don’t always need to engage

81. The action plan # 9 – Under promise and over deliver (critical!)

82. The action plan # 10 – Open channels for future relationships

84. Maximise

85. “ Supreme excellence consists in breaking the enemy's resistance without fighting ” - Art of War

87. Maximise on Outcomes Campaign round 1

88. Maximise on Outcomes Campaign round 2 including learning's

89. Maximise on Outcomes Campaign round 3 including further learning‘s

90. Business Strategy

91. Low-ish hanging fruit

92. Take the SA Internet for example…

95. [Business changes made – not for public domain]

98. Closing Thoughts

102. Honor!

103. @timshier @brandseye [email_address] Google: Tim Shier (excuse the dress) Presentation: www.brandseye.com/nomadic