1.
Online Reputation Management
for Brands
1

2.
FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE
THE IMPACT OF E-REPUTATION ON BRANDS
CHOOSING YOUR E-REPUTATION PARTNER
INTERNAL E-REPUTATION ACTORS
WHY E-REPUTATION?
VANKSEN RESPONDS TO YOUR QUESTIONS
E-REPURATION GLOSSARY
1
2
3
SUMMARY
Online Reputation Management for Brands
2
4
5
6
7
2

3.
FOREWORD
3
ROLAND CREPEAU
Expert in E-reputation - Vanksen
‘
’
At Vanksen we have been analysing the e-reputation of our clients for some years with the desire of delivering concise and activable information, it is this same desire that has driven us to create this study.
We wish to offer a holistic, precise and objective view about the ins and outs of what e-reputation means for brands today.
But as you will see, the subject remains open to exchanges, so please do not hesitate to give us your feedback.

4.
1. From a « buzzword » to a real expertise
4

5.
The history of E-reputation
# 1
FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE
5
The internet gives birth to your digital identity.
People realised that it must be protected.
Birth of the term E- reputation by Chun & Davies.
E-reputation begins. Specialised companies start to develop.
E-reputation becomes a « Buzzword ».
The demand from brands is growing and offers begin to take structure . E-reputation falls into consciousness.
« Monitoring » becomes the new Buzzword, testimony to the evolution of the concept as a real expertise in E-reputation management.
Constant evolution of social media and therefore E- reputaion…
2001
2007 - 2011
2012 - 2014
90s

6.
6
Definition of E-reputation
INFLUENCE
OF DIGITAL CONVERSATIONS
ABOUT THE IMAGE
OF A BRAND
# 1
FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE

7.
7
INFLUENCE
Polarity (positive, negative, neutral)
Quantity/Frequence
Support
Definition of E-reputation
# 1
FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE

8.
8
DIGITAL CONVERSATIONS
All users’ mentions on the web (clients, prospects, stakeholders)
Definition of E-reputation
# 1
FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE

9.
9
ABOUT THE IMAGE
Online and Offline :
There are no borders between the two
Definition of E-reputation
# 1
FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE

10.
10
OF A BRAND
Company, Brand, Products, Teasers
Definition of E-reputation
# 1
FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE

11.
Can we do everything with E-reputation?
11
E-reputation can…
MONITOR
…all content mentioning a brand, product or competitors*
*See slide 56
ESTIMATE
…precisely the visibility of a subject in relation to another
IDENTIFY
… risks and weak signals linked to activity
# 1
FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE

12.
Can we do everything with E-reputation?
12
E-reputation can…
E-reputation cannot…
MONITOR
…all content mentioning a brand, product or competitors*
*See slide 56
ESTIMATE
…precisely the visibility of a subject in relation to another
IDENTIFY
… risks and weak signals linked to activity
RESPOND
TO ALL
MASTER
EVERYTHING
CONTROL
E-reputation cannot respond to all queries from internet users
E-reputation cannot master all conversations on the web
And cannot control the results in the first page of Google
# 1
FROM A SIMPLE BUZZWORD TO A REAL DOMAIN OF EXPERTISE

13.
2. The impact of E-reputation on brands
13

14.
Poor E-reputation affects business
# 1
The CEO declares that the brand does not address to corpulent people
The sizes XL and XXL are no longer included. On the web A&F becomes a brand for « Beautiful people »
A survey shows that vendors are selected on physcial criteria
Customers seize this discriminatory recruitment policy. The negative mentions multiply
A&F refuses to give clothes to charitable associations and prefers to destroy them
The web is ablaze, it’s bad buzz. The negative mentions evoke the products and values of the brand and its leading figures
The E-reputation of the brand is tarnished
The action drops by 18%
Loss of 6 M in profit
Durable internal repercussions (loss of confidence in the future of the business)
Consequences
5
THE BAD BUZZ OF ABERCROMBIE & FITCH
14
2
THE IMPACT OF E-REPUTATION ON BRANDS
Aout 2013
Mai 2013

15.
ABERCROMBIE & FITCH’S MISTAKES
This bad buzz had serious consequences for A&F’s image and commercial activity. Today the 130 shops are still closed and the popularity of the web to discredit a brand considered pro-elitist has not completely disappeared.
Badly managed E-reputation can leave non detected weak signals which run the risk of affecting the company in the long term and its financial situation.
CONTROVERSIES
With the quick relay of information on the digital, the stance of the CEO was extremely dangerous.
LACK OF CRISIS MANAGEMENT
The number of mentions on the web and the appearance of new polemics for the brand demonstrates the lack of mastering their E-reputation. A crisis situation requires exceptional measures.
LACK OF NEUTRALITY
Outsourcing ones E-reputation ensures the neutrality of its actors towards the brand. The detection of the crisis and the recommendations for the necessary actions should have been emitted by an impartial partner.
# 1
5
Poor E-reputation affects business
THE BAD BUZZ OF ABERCROMBIE & FITCH
2
THE IMPACT OF E-REPUTATION ON BRANDS
15

16.
‘
’
It takes twenty years to build a reputation and five minutes to destroy it.
-Warren Buffet
If your reputation was your home, what would be the chances of it being destroyed in 5 minutes by a disaster? The chances are slim. However, what is certain, is that the foundations would suffer the damages of time.
If E-reputation is capable of detecting the signals of a crisis and can react, then it is primarily there to ensure that your brand does not deteriorate due to the lack of attention.
It is the will to carry out this double mission that has forged Vanksen’s expertise.
False!
# 1
2
THE IMPACT OF E-REPUTATION ON BRANDS
16

17.
17
3. Choosing your E-reputation partner

18.
PLATFORM EDITOR
#3
CHOOSING YOUR E-REPUTATION PARTNER
Choosing your E-reputation partner
18
CLIENT
AGENCY
TREATED DATA
RAW DATA
Choice of partner
Results
Automated reading from a platform
Absence of analysis means the data cannot be activated
Human analysis
Production of activated dashboards
Setting up alerts
Surveillance of weak signals

19.
#3
CHOOSING YOUR E-REPUTATION PARTNER
Platform editors
19

20.
#3
CHOOSING YOUR E-REPUTATION PARTNER
Platform editors
20
These platform editors offer monitoring tools to carry out customised and automatic quantitative analysis. The market is made up of free or paying services that are more or less reliable.
These surveillance solutions are capable of collecting and treating information quickly. They are however limited in their reporting capabilities.

21.
#3
CHOOSING YOUR E-REPUTATION PARTNER
Platform editors
21
Certain tools are complimentary to the « classic » monitoring tools according to the specifications.
Monitors hashtags
Monitors the relative mentions to the brand on Instagram and Pinterest
Monitors internet users’ feedback
Only monitors the relative mentions of the brand on Twitter

22.
#3
CHOOSING YOUR E-REPUTATION PARTNER
Specialised communication agencies
22
Communication agencies are equipped with monitoring tools and place human analysis of the agregated data from platforms at the heart of their services. Example with Vanksen:
A DEDICATED PLATFORM
A TEAM OF EXPERTS
A PARTNERSHIP
Use of the main monitoring solutions of the market and our platform VanksenWatch
« Human » analysis to monitor, qualify and make sense of the data
Restitution of information so that it is more activatable and understandable. Recommendations and advice.
Support throughout.

23.
23
4. Internal E-reputation actors

24.
#4
INTERNAL E-REPUTATION ACTORS
In a company, who is involved in E-reputation ?
24
SOCIAL MEDIA MANAGER
COMMUNITY MANAGER
PR MANAGER
DIGITAL CONTENT MANAGER
DIRECTOR OF COMMUNICATION
MARKETING DIRECTOR
HEAD OF R&D
HEAD OF QUALITY
HEAD OF CUSTOMERS SERVICE
PRODUCT MANAGER
Take the example of the company Awesome French Food (fictional) and its 10 employees in contact with E-reputation information.

25.
#4
INTERNAL E-REPUTATION ACTORS
Social Media Manager
25
Formerly a Community Manager, Aurélien ascended through the ranks of his agency to oversee 4 Community Managers. He has a strategic and global vision of brands on social networks. Curious and daring he constantly challenges his team.
PROFESSIONAL PERSONALITY
He organises structured monitoring to offer new tools, he observes the competition and monitors the E-reputation of his portfolio of brands.
MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION
Be informed of the weak signals that could turn into bad buzz but especially appropriate the universe of his portfolio of brands to establish a coherent Social Media Strategy.
WHAT HE EXPECTS FROM THIS INFORMATION
AURELIEN, 34 YEARS OLD
At Awesome French Food for 5 years
Expert in Social Media
photo : https://www.flickr.com/photos/timkossow/7604392552

26.
#4
INTERNAL E-REPUTATION ACTORS
Community Manager
26
Addict to social media for a long time, she has numerous active blogs. Passionate about technology, she is always on the lookout for new web trends and is the first to know about the latest buzz. Empathic, Empathique, listening and very good at communicating, she also has very good writing skills.
PROFESSIONAL PERSONALITY
In order to be coherent with the implementation of a brand’s strategy, she regularly monitors the universe of her community and her competitors’ communities..
MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION
Be informed of the weak signals that could turn into bad buzz but especially appropriate the universe of the brand to precisely communicate about what her community are searching for.
WHAT SHE EXPECTS FROM THIS INFORMATION
HELENA, 25 YEARS OLD
At Awesome French Food for 2 years
Expert in Social Media
photo : https://www.flickr.com/photos/kk/5729276566

27.
#4
INTERNAL E-REPUTATION ACTORS
PR Manager
27
Conscious of the fact that her job has evolved, she seeks regular information about social media and E-reputation in order to hone her skills and broaden her expertise.
PROFESSIONAL PERSONALITY
Following an important announcement (corporate, communication) diffused on news sites and realyed on social networks.
MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION
Quantify the impact and the diffusion of information on uncontrolled supports and send regular reports internally.
WHAT SHE EXPECTS FROM THIS INFORMATION
CECILIA, 33 YEARS OLD
At Awesome French Food for 6 years
Average knowledge of social media
photo : https://www.flickr.com/photos/julespajot/2478661264/in/photostream/

28.
#4
INTERNAL E-REPUTATION ACTORS
Digital Content Manager
28
Former leisure journalist in pureplayer media, he is aware of the monitoring and e- reputation issues when it comes to creating content.
PROFESSIONAL PERSONALITY
He closesly follows the Content Creation campaigns and makes recommendations on the language elements.
MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION
•Make a quantitative and qualitative assessment of his campaigns ,on the trends
•Make adjustments along the way
WHAT HE EXPECTS FROM THIS INFORMATION
QUENTIN, 36 YEARS OLD
At Awesome French Food for 5 years
Good knowledge of Social Media
photo : https://www.flickr.com/photos/timkossow/7604393774

29.
#4
INTERNAL E-REPUTATION ACTORS
Communication Manager
29
Organised, always connected to emails, its agenda and the Twitter feed of the brand, her daily challenge is to monetise her time by concentrating on accurate, clear and concise information to advance her teams.
PROFESSIONAL PERSONALITY
•When the person/people in charge of CM/web communication present their results and crucial information regarding the image of the brand online
•When she meets agencies for their digital strategy
•In the case of buzz as she is immediately notified
•When she oversees the flux of Twitter feeds mentioning the brand
•For her own personal branding
MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION
•Quantitative data to assess the position of the brand on the web
•Qualitative data from the teams and agencies about the perception of the company and its products
•Strategic E-reputation recommendations
WHAT SHE EXPECTS FROM THIS INFORMATION
ISABELLE, 43 YEARS OLD
At Awesome French Food for 8 years. A more strategic than operational understanding of social media
photo : https://www.flickr.com/photos/kk/5729239174

30.
#4
INTERNAL E-REPUTATION ACTORS
Marketing Director
30
Often travelling to control product sales and retail strategy, he spends his time either on the telephone following the evolution of sales and revenue or working on his professional English.
PROFESSIONAL PERSONALITY
•In his coworking meetings with the Communication Director
•When he makes price, publicity and packaging recommednations which affects the web strategy
•When he supervises the marketing strategy on e-commerce sites
•For his own personal branding
MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION
•A lot of advice and strategic recommendations
•Know the visbility of the products on the web
•Know clients’ opinions about products, customer services and their purchase experience
•Aggregate data on purchasing information
•Implement and encrypt E-reputation data to report it to Senior Management
WHAT HE EXPECTS FROM THIS INFORMATION
SASHA, 39 YEARS OLD
At Awesome French Food for 5 years More aware of the Social Networks figures as opposed to the trends
photo : https://www.flickr.com/photos/timkossow/7604391946

31.
#4
INTERNAL E-REPUTATION ACTORS
Head of R&D
31
She is constantly thinking about the industrial production of future products. Subscribed to scientific and technology magazines, she always keeps an eye out for the competition.
PROFESSIONAL PERSONALITY
•When feedback is given about the use of products (incidents, successes, consumer desires…)
•When she receives the benchmark newsletter from the communication team about the competition
•When she learns that a product is subject to bad buzz because of its design.
•When she receives the results of an online study about consumer usage related to the products already on the market.
MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION
•Know which are/ will be the future trends
•Knowing the needs and behavior of consumers
•Borrow ideas from the competition to offer new products or to challenge their level of innovation.
WHAT SHE EXPECTS FROM THIS INFORMATION
CLARA, 28 YEARS OLD
At Awesome French Food for 4 years. A more personal than professional understanding of Social Media
photo : https://www.flickr.com/photos/125303894@N06/14387367072

32.
#4
INTERNAL E-REPUTATION ACTORS
Head of Quality
32
Intermediary between development, production and quality monitoring, she knows that the web is a mine of consolidated opinions that could enrich or damage the development of these products.
PROFESSIONAL PERSONALITY
Alerted on the discovery of a foreign body, a manufacturing defect, critiscism of the composition.
MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION
Evaluate and quantify the importance of this information to provide answers to Customer Services.
WHAT SHE EXPECTS FROM THIS INFORMATION
ASTRID, 31 YEARS OLD
At Awesome French Food for 4 years Little knowledge of Social Networks
photo : https://www.flickr.com/photos/125303894@N06/14365669046

33.
#4
INTERNAL E-REPUTATION ACTORS
Head of SAV
33
Listening to customers, Lee seeks to add value to his answers to reassure customers. On the front line, he searches for answers internally from the different services linked to the products.
PROFESSIONAL PERSONALITY
•Alerted about successive complaints about the quality of service, products and the brand.
•Threats of lawsuits
MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION
•Assessing the risk of spread on the web & social networks
•Analysis of author’s profiles for proactive responses
WHAT HE EXPECTS FROM THIS INFORMATION
LEE, 29 YEARS OLD
At Awesome French Food for 4 years
Average knowledge of Social Networks
photo : https://www.flickr.com/photos/timkossow/7604391946

34.
#4
INTERNAL E-REPUTATION ACTORS
Product Manager
34
Dynamic and creative, he has a head full of ideas and is always on the lookout for the latest consumer trends. He is also a negociator, which helps him in the relationships he has with suppliers.
PROFESSIONAL PERSONALITY
He constantly monitors the economic and technological environments to stay informed about the latest news and market trends. This also allows him to monitor his competitors to always be one step ahead of them.
MOMENTS WHEN DEALING WITH E-REPUTATION INFORMATION
Find new ideas about how to communicate about his product and ensure the activity of his competitors.
WHAT HE EXPECTS FROM THIS INFORMATION
BENOIT, 30 YEARS OLD
At Awesome French Food for 3 years Average knowledge of Social Networks
photo : https://www.flickr.com/photos/timkossow/7604391946

35.
35
5. Why E-reputation?

36.
# 1
5
WHY E-REPUTATION?
Here are 4 fictitious companies to better understand the opportunities provided by the expertise of E-reputation.
36

37.
# 5
WHY E-REPUTATION?
Adama: E-reputation & Quality service
37
ADAMA is a Cameroonian cosmetics brand. It sells specialised products for African skincare (makeup, haircaire, face and body care…) in physical stores but also on its website and through authorised distributors. It is a fairly large structure with a strong reputation amongst a young target. They wish to manage their e- reputation to improve the quality of their service and products.
WHO IS THE CLIENT?
FICTITIOUS CASE
AFRICAN COSMETICS

38.
Adama: E-reputation & Quality service
# 5
WHY E-REPUTATION?
38
PRODUCT REVIEWS
… on the different social networks, comparison sites, forums and distributors to improve their products.
AMBASSADORS
…that could defend the brand in the case of a crisis and could be essential relays for brand visbility and reputation.
PRODUCT PROBLEMS
CRITICS
…in order to respond in a targerted and quick manner, identify the weak signals, contain the information and avoid a crisis/ bad buzz.
… to resolve them before they amplify & propose solutions: exchange, reimbursement etc.
Their needs: identify and analyse…
…to avoid and anticipate bad buzz by implementing effective customer services, by informing the relevant service and by writing a public or private response to critics.
FICTITIOUS CASE

39.
Adama: E-reputation & Quality service
# 5
WHY E-REPUTATION?
39
Vanksen’s solutions
FICTITIOUS CASE
A DEDICATED PLATOFRM
A TEAM DEDICATED TO ADAMA
Human analysis of all mentions and beauty products on the web
Evaluation of the degree of influence of negative and positive mentions
Team responsiveness and recommendations on actions to implement
A dedicated monitoring platform for ADAMA’s E- reputation
DELIVERABLES FOR ADAMA
Regular reporting (daily, weekly, monthly) sent to inform ADAMA about the new mentions of the brand on the web. Complete history of the evolution of these mentions and centralised management of consumers’ conversations about ADAMA.

40.
Ecoutez, mesurez et comprenez les publications web sur vos marques
NEWSLETTER E-REPUTATION FRANCE ET BELGIQUE
Consulter cet e-mail dans votre navigateur
24 juin 2014 Adama mis en avant sur Bulles pour sa nouvelle BB crème Résumé:
•Le volume de mentions est inférieur à la moyenne observée ce mois-ci (180 mentions en moyenne le lundi).
•Aujourd’hui, l’activité est calme pour Adama. La nouvelle BB crème est citée positivement sur les 3 sites des magazines féminins Elle, Cosmopolitan et Biba. Par ailleurs, la gamme Bio au Karité et à l’huile d’Argan rencontre un franc succès auprès de 5 blogs beauté. Ils relaient l’information sur Twitter et Instagram. Enfin, la gamme de shampoing à l’avoine récolte 10 avis positifs et 1 avis négatif sur Amazon.
NEWSLETTER EXAMPLE
AFRICAN COSMETICS
40

41.
Terranostra: E-reputation and Corporate
# 5
WHY E-REPUTATION?
41
FICTITIOUS CASE
Today, Terranostra is the n°2 adventure travel agency in France and offers turnkey customised touristic adventures for individuals and professionals. Known for the quality of their trips and customer services, their revenue has continued to grow. Recently, the brand experienced its first bad buzz following accusations against their CEO, Lyne Lemaître, for embezzling funds. The communication teams took action but were unable to contain the spread on the web. However, they responded to the majority of comments on Twitter ensuring that more light would be shed on the matter when possible.
WHO IS THE CLIENT?

42.
Terranostra: E-reputation and Corporate
# 5
WHY E-REPUTATION?
42
FICTITIOUS CASE
EVALUATE THE IMPACT OF THIS BAD BUZZ
Evaluate the mentions around this media affair in terms of volume, frequency, polarity and influence.
PREVENTING A
NEW CRISIS
Obtain from the agency recommendations to anticipate and to manage a future crisis.
MONITOR INTERNET USERS’ OPINIONS
MONITOR THE COMPETITION
Estbalish whether this crisis has benefited competitors
The opinion of internet users should remain under surveillance for the time required after this review.
Their needs:
Following this crisis, Terranostra will probably require E-reputation services for a year.

43.
Terranostra: E-reputation & Corporate
# 5
WHY E-REPUTATION?
43
FICTITIOUS CASE
POST CRISIS REPORTING
Quantitative/qualitative anlaysis of the impact
IDENTIFICATION OF INFLUENCERS AND CRITICS
IMAGE AUDIT VS COMPETITORS
Benchmark of competitors and Terranostra to evaluate the opinion of the general public
…the communities and potential ambassadors of the brand following the stance on the web of critics
Vanksen’s solutions post crisis:
Vanksen’s solutions throughout the year:
REGULAR REPORTING
TRAINING AND RECOMMENDATIONS
ALERTS
Regular reporting in the form of newsletters
Alerts for sensitive subjects or potential crises
Training for crisis management and advice to nourish the brand on the web

44.
DASHBAORD EXAMPLE

45.
AFF: E-reputation & R&D
# 5
WHY E-REPUTATION?
45
FICTITIOUS CASE
Awesome French Food is a French company specialising in the production of food from France distributed across 5 continents. They have a solid reputation for the quality of their food directly imported from the Hexagon. They wish to launch a new gourmet sandwich containing French ingredients in the United States for young people. The product is currently in the development phase in the heart of the marketing team, the company is researching elements to better understand their target through their behaviour on social networks.
QUI EST LE CLIENT ?

46.
AFF: E-reputation & R&D
# 5
WHY E-REPUTATION?
46
FICTITIOUS CASE
UNDERSTANDING THE TARGET
Understand the behaviour of their target on social networks and their points of interest
DETECTION OF INSIGHTS
DETERMINE THE POINTS OF CONTACT
Get to know the platforms where the target expresses itself and know how to reach them
Determine their desires, tastes and needs in terms of food in relation to the brand
Their needs:

47.
AFF: E-reputation & R&D
# 5
WHY E-REPUTATION?
47
FICTITIOUS CASE
DEFINING THE SCOPE OF RESEARCH
Development of the framework of the E- reputation analysis by targeting criteria defined by the brand
IDENTIFICATION OF INTERNET USERS
ANALYSIS OF CONVERSATIONS
... And identify the most popular topics, behavior and highlighting consumer insights
Identification of relevant profiles on social networks to analyze
Vanksen’s solutions:
RECOMMENDED
ACTIONS
Identification of points of contact and recommended actions for the development of the product for the target
This analysis of the target will be delivered in the form of a complete study responding to the different objectives of the brand.

48.
Exploration of US sites used by young people
Audit and analysis of the conversations about all engaging themes towards the target of the sites
Analysis of the habits and consumption moments of the target based on the topics.
Social media levers to hit the target
Definition of the brand’s territory
Definition of insights and language elements adapted to the target
Thematic mapping and their influencers
Selection of the most relevant topics to widen the study
EXAMPLE OF A REFLECTION AUDIT
48

49.
DIÀNHUÀ : E-reputation and influence
# 5
WHY E-REPUTATION?
49
FICTITIOUS CASE
DIÀNHUÀ is a Chinese manufacturer of smartphones that exports its products all over Asia. These products mostly reach out to young people who are looking for simple, pure, intuitive and financially accessible smartphones.
The brand has been established in France for some years now, and was chosen as a pilot country upon which to base future strategy for the European market. They have an important french fan base mostly on social media who generate a significant amount of conversations with regard to its outside position on the market. DIÀNHUÀ wishes to determine which communities are the most influential with regard to the european market in order to better understand and reach their target.
WHO IS THE CLIENT?

50.
DIÀNHUÀ : E-reputation and influence
# 5
WHY E-REPUTATION?
50
FICTITIOUS CASE
IDENTIFY THEIR TARGETS
Determine their prospects on the European market: where do they express themselves, who are they and what do they buy?
DETECT INSIGHTS
QUALIFY THEIR COMMUNITIES
Get to know the relevant and active influencers from which to launch their European communication campaign.
Determine their expectations, tastes and market trends
Their needs:
The brand wishes to strengthen their discourse with the already acquired community whilst targeting new markets they wish to understand and conquer thanks to the Vanksen’s expertise.

51.
DIÀNHUÀ : E-reputation and influence
# 5
WHY E-REPUTATION?
51
FICTITIOUS CASE
DEFINING THE SCOPE OF RESEARCH
Development of the framework of the E- reputation analysis by targeting criteria defined by brand
ANALYSIS OF MENTIONS RELATED TO THE BRAND
COMMUNITY
MAPPING
Analysis and distribution of these profiles according to their community (feminine, high tech, etc. ) Classification and community mapping based on their influence and the number of affiliated profiles.
Analysis of mentions around keywords related to the brand and its products / services and their authors
Vanksen’s solutions:
ACTIVE INFLUENCER PROFILES
Creation of a database of the most influential profiles that are the most interesting to contact.
Mapping allows the brand to understand at a glance what communities are most affected by their products, communication and global news.

52.
52
Influence élevée
Influence modérée
Influence faible
Twitter
Facebook
Blogs
Sites spécialisés
Forums
Google+
Pertinence
vis-à-vis du marché
(forte, moyenne, faible)
MARCHÉ
CIBLÉ
MAPPING EXAMPLE
ADOLESCENTS
HIGH
TECH
LIFESTYLE
MARKETING

53.
The 4 key E-reputation aspects for businesses
A wealth of information summarised through human analysis
LISTEN
Listen to the conversations about your brand on the web to understand how it is perceived by internet users or to improve products or develop a new one.
MONITOR
Monitor trends and weak signals but also the economic ecosystem and your competitors
IDENTIFY
Identify your influencers to implement a contact strategy
REACT
React if necessary and be reactive.
Get to know critics in order to be able to respond to them.
WHY E-REPUTATION?
53
# 5

54.
54
6. Vanksen responds to your questions

55.
Question 1: Can we monitor everything?
55
The « open web »
Monitoring tools can scan available content on surface of the web (indexed by search engines). The most managed sites are media sites, blogs, forums, specialised sites and Twitter (despite its volatile content).
Facebook is a different case with regard to its confidentiality policies. Only open profiles and brand pages can be taken into account by web scraping.
Instagram, Vine, Flickr, Youtube, Pinterest are not systematically analysed by these tools.
E-reputation can monitor:
#6
VANKSEN RESPONDS TO YOUR QUESTIONS
DEEP WEB
PRIVATE ACCESS
OPEN WEB

56.
E-reputation cannot monitor:
Private acces
Internet users are becoming increasingly aware of the need to protect their information and E-reputation. As a result numerous accounts require private access. Therefore the tools cannot monitor this information.
The deep web
The deep web, invisible web or even hidden web is the part of the web that is accessible online but that is not indexed by traditional and generic search engines. Often these take the form of illegal sites.
Question 1: Can we monitor everything?
#6
VANKSEN RESPONDS TO YOUR QUESTIONS
DEEP WEB
PRIVATE ACCESS
OPEN WEB
56

57.
The permanent arrival of new social networks, the increase in power of confidentiality and the multi device behavior of internet users, requires monitoring tools to constantly evolve for increasingly efficient web scraping.
Question 1: Can we monitor everything?
#6
VANKSEN RESPONDS TO YOUR QUESTIONS
57

58.
Question 2 : And what are the first steps at Vanksen?
#6
VANKSEN RESPONDS TO YOUR QUESTIONS
DEFINE YOUR
NEEDS/PROBLEMS
DEFINE THE RESEARCH PERAMETERS
DEFINE THE IMPLEMENTABLE MONITORING STRATEGY
DEFINE THE E-REPUTATION KPIS
FOR YOUR BRAND
What are your E-reputation needs? Quality Service, Governance, Influence, Crisis management…
Define the market, the targets, the supports and the subjects to monitor…
Survey the priority subjects on social networks and online through the VanksenWatch platform and create dedicated access.
Measure and qualify your presence on the web, obtain quantative KPIs and compile the diverse frequencies. Deployment of reporting solutions to measure and analyse the effectiveness of your digital presence.
DEFINE THE
SUPPORT REQUIRED
Internal contacts of the business and the dedicated Vanksen team. Choice of structure, frequency and content to be delivered.
1
2
3
4
5
58

59.
Question 3: What is Vanksen’s added value?
#6
VANKSEN RESPONDS TO YOUR QUESTIONS
Vanksen’s vision is to adopt an integrated approach to E-reputation, throughout the decision making process.
For the sake of our identity as an Advisory Social Media Agency and for this integrated vision, we can affirm that our added value exists on 3 levels.
DATAMINING AND INTELLIGENCE PLATFORM
REPORTING AND HIGHLIGHTING THE NECESSARRY KPIS TO ANALYSE
E-REPUTATION SUPPORT AND GUIDANCE AND CONNECTIVITY WITH OTHERS VANKSEN SERVICES
1
2
3
59

60.
Question 3: What is Vanksen’s added value?
#6
VANKSEN RESPONDS TO YOUR QUESTIONS
Datamining and intelligence platforms
CLIENT NEEDS
Setting for dedicated monitoring:
Key words, subjects, targets , platforms, temporality
…
PLATFORM
EXTRACTED DATA
Verification and analysis of mentions: polarity, relevance, temporality, structure, influence and creation of reporting and mapping (community, trends, conversations…)
Surveillance
Monitoring
Community audit
Crisis management
Monitoring of competitors
…
Data extracted from the platform: volume, influence and automatic polarity, which will be analysed by the team in order to verify its relevance and to make it more intelligible.
HUMAN ANALYSIS
1
It is impossible to dissociate the VanksenWatch platform from the team. The relevance of the results is dependent on the ‘human analysis’ of our experts and the relationship between Vanksen and their client. These needs will be analysed to set up dedicated monitoring.
60

61.
Question 3: What is Vanksen’s added value?
#6
VANKSEN RESPONDS TO YOUR QUESTIONS
Reporting and highlighting the necessary KPIs to analyse
The data and results extracted from the platform are delivered in the form of personalised Dashboards:
CONTENT
It is entirely adapted to the needs of clients.
FORM
The dashboards can be sent as an email, newsletter or PDF.
FREQUENCY
Daily alerts, weekly dashboard or monthly newsletter, the frequency is flexible.
REPORT
The final report can be integrated into the graphic universe of your brand.
2
61

62.
Question 3: What is Vanksen’s added value?
#6
VANKSEN RESPONDS TO YOUR QUESTIONS
E-reputation support and guidance
The agency also serves as a real support, a source of advice throughout the duration of any project and a capacity to connect with others Vanksen services.
3
62
CONSULTING & CREATION
Real Time Marketing (Decision support)
Community Management
Optimizing your creative briefs for agencies
Decision support in case of website rebuilding
Content creation optimizing
Search Engine Reputation Management
Search Engine Advertising Optimisation
Implementing social media monitoring data in CRM databases
Community recruiting
Community management
Counterfeit monitoring
IP monitoring
PRODUCTION
MEDIA
BRAND MONITORING
E-CRM
SOCIAL MEDIA MONITORING INSIGHTS HELPING FOR
VANKSEN SERVICES

63.
Question 4: Which brands does Vanksen work for?
#6
VANKSEN RESPONDS TO YOUR QUESTIONS
63

64.
Question 5: How will E-reputation evolve?
#6
VANKSEN RESPONDS TO YOUR QUESTIONS
The issues surrounding the management of E-reputation evolve with technical progress.
Continuous development of social networks
Emergence of new forms of media
Transformation of information, how it is perceived by internet users and how it is treated by E- reputation services
64

65.
Question 5: How will E-reputation evolve?
#6
VANKSEN RESPONDS TO YOUR QUESTIONS
Big Data transforms the spectrum of E-reputation analysis
What is Big Data ?
Every day, we generate 2.5 trillion bytes of data. So much so that 90% of the data created in the world has been created in the last 2 years alone.
This data comes from everywhere.
To name only a few sources:
http://www-01.ibm.com/software/fr/data/bigdata/
CLIMATE INFORMATION
SOCIAL NETWORKS
IMAGES AND VIDEOS
TRANSACTIONAL INFORMATION
GPS SIGNALS
65

66.
Question 5: How will E-reputation evolve?
#6
VANKSEN RESPONDS TO YOUR QUESTIONS
Big Data remains unexploited by companies
The issue of Big Data exploitation by businesses is not complex but simply misjudged. Companies concentrate on the buzzword as opposed to the real opportunities that Mass Data presents.
2%
11%
of businesses claim to exploit Big Data.
have and use the necessary data processing tools.
Source
The path is still long:
66

67.
Question 5: How will E-reputation evolve?
#6
VANKSEN RESPONDS TO YOUR QUESTIONS
Big Data and its opportunities
If the infrastructures required for treatment represents a financial cost, the opportunities are real for the health of the company and its communication. The treatment of mass data allows to:
REDUCE RISKS
Thanks to the anticipated treatment of information to stem the crisis.
Thanks to the detailed analysis of behavioral information and conversations, a personalised and contextualised client experience can be proposed.
BETTER UNDERSTAND CLIENTS
DETECT TRENDS
Thanks to predictive analysis and the differentiation and ease of decision making
67

68.
Question 5: How will E-reputation evolve?
#6
VANKSEN RESPONDS TO YOUR QUESTIONS
The dangers of Big Data and predictive analysis
IMPACT OF BIG DATA ON E-REPUTATION MANAGEMENT
Human analysis bears the faults of the monitoring tools but the volume of data is constantly increasing…
This is a new challenge for the experts who are in charge of the qualitative analysis of these growing volumes.
EVOLUTION OF E-REPUTATION WITH
PREDICTIVE ANALYSIS
New predicitve tools are emerging to automatically process data and provide results based on past and present future assumptions…
… they are teams of technical aids experts that are essectial to qualify the data and detect trends and weak signals.
68

69.
69
7. E-reputation glossary

70.
#7
E-REPUTATION GLOSSARY
PREDICITVE ANALYSIS: Statistical analysis which uses the results of DATA MINING to define future trends for a brand or product
BAD BUZZ: An event around a brand which causes a negative by word of mouth phenomenon. It is considered bad buzz when it is widely relayed digitally by internet users making it extremely visible and difficult to stop.
BIG DATA: Literally “large information”, is volumes of highly important information which is difficult to treat with classic tools. Lately, Big Data has received a lot of attention because of its commercial and marketing applications.
BUZZWORD: A popular word on the web with strong visibilty, a recurring theme.
MASS DATA : One of the French names for « Big Data » referring to Biomass. (Biomass represents all that is living, Data Mass represents a neologism of all data that is humanly generated).
DATAMINING: consists of using platforms to analyse large volumes of information and by drawing conclusions about the brand or product. (Extraction of knowledge and know how from large amounts of data through automatic and sem-automatic methods).
DEEP WEB: The deep web, invisible web or even hidden web corresponds to content accessible online, that is not referenced by classical search engines. Some specialised search engines can have access to this information.
E-REPUTATION: influence of the digital conversations about a brand. We equally speak of E-reputation to describe the expertise services that use tools to monitor and manage E-reputation.
KPI : The key performance indicators, are measurable indicators that help in the decision making process to assess the achievement of a strategic objective.
MENTION: a textual citation written by an internet user that mentions your brand, product or words related to your company which need to be monitored.
POLARITY: In E-reputation we speak of the polarity of a mention to decide whether it is positive, negative or neutral. We also use the word « sentiment ».
SOCIAL MEDIA MONITORING: Derives from the term E-reputation Management. It involves following a certain number of indicators or key words at the heart of social media (qualitative and quantative information) to follow ones reputation and to construct a social media strategy in consequence.
WEB SCRAPING : (often called Harvesting) is an extraction method of content from Web sites, via a script or program, with the aim of transforming it to use in a different context.
SURFACE WEB: The surface web (or visible, or indexable) is the part of the World Wide Web that is accessible online and indexible by indexation robots belonging to popular search engines (Google, Yahoo!, Exalead, etc.). The fact that a page is indexable does not necessarily mean that it is indexed. Web indexation requires huge amounts of resource material. The Deep Web is often opposed to Surface Web.
70

71.
Thank you for your attention
Please do not hesitate to contact us
71
Benelux
Jérémy Coxet
jcoxet@vanksen.com
+352 48 90 90
France
Xavier Lesueur
xlesueur@vanksen.com
+331 55 33 89 00
Suisse
David Pihen
dpihen@vanksen.com
+41 22 306 49 90
Contact us:
Study created by:
vanksen.fr
twitter.com/vanksen
facebook.com/vanksen
pinterest.com/vanksen
Solange Derrey
Chargée de communication et des études digitales
sderrey@vanksen.com
+33 1 55 33 89 17
Roland Crepeau
E-reputation Product Owner
rcrepeau@vanksen.com
+33 1 55 33 89 26
Amelia Brooks
Jérôme Hegenauer
Laura Janning
Alison Maisonneuve

72.
The agency
Our vision
Vanksen is an independent, international and native digital communication agency.
Vanksen believes in an integrated, intelligent and creative communication agency that detects tomorrow’s opportunities for its clients in order to ensure a return on their investment.
Vanksen is
« Creative & Digital Business »
72

73.
7 aspects that define vanksen’s expertise
Overview of Vanksen’s different services
CONSULTING
CREATION
Brand and communication strategy
Means strategy
Visibility strategy
Media strategy
Competitive market monitoring
Training and coaching
Online communication (internet site, social media, blog, video…)
Audiovisual communication
Print communication (identity chart, press, display, brochure…)
Events
Digital (web site, animation, Viral and social media models, online advertising, hosting)
Print
Audiovisuel
Events
Brand audit
E-reputation follow up
Crisis Management
Analysis of the competitive environment
E-reputation strategy advice
Definition and management of a media plan
Search engine marketing (SEO, SEA and SEM)
Non-Media operations (RP, guérilla…)
Definition of KPIs and measure of impact
Creation and animation of spaces on social networks
Community recruitment
Community management
Special operations
Management of the brand on the internet (portfolio of domain names, brand surveillance…)
Benchmark
Monitoring and analysis (definition of KPIs, analytics strategy…)
PRODUCTION
MEDIA
E-REP
BRAND MONITORING
E-CRM
Vanksen
73