Presentation by Steve Bowen to the Online Communications Masterclass in Singapore, June 21 2010

1. integrating social media
into reputation management
steve bowen
market leader – burson-marsteller singapore
@steve_bowen
#ismrm

2. re-pyə-ˈtā-shən
as seen or judged by people in general
a : overall quality or character
b : recognition by other people of some characteristic or ability

3. “To create an unfavourable
impression, it is not necessary that
certain things should be true, but
that they have been said.
The imagination is of so delicate a
texture that even words wound it.”
William Hazlitt
http://www.flickr.com/photos/fpsurgeon/595048671

5. quick – name a soft drink…

6. consumers view brands
multiple
through
channels filtered
through the lens of
civil society

7. initial consideration set research
?
purchase active consideration

8. marketing effectiveness
39%
37%
31%
26%
company driven marketing
21% 22%
consumer driven marketing
initial consideration active consideration closure
source: McKinsey Quarterly
“The consumer decision-making journey” 2009 Vol. 3

9. 10 simple laws for
social media integration

10. 1
set measurable objectives before you engage online
the law of intention

11. the typical engagement model…
EXECUTE PLAN RESEARCH

12. …has predictable consequences
Active
20% Inactive
18%
12%
11%
9%
8% 8%
Microblogs Social Networks
4%
Corporate Blogs Video
55 of Asian corporate social
% media accounts are inactive
Source: Burson-Marsteller Asia-Pacific Social Media Study 2010
http://www.flickr.com/photos/25515715@N04/3277210531/

13. 2
don’t join the conversation until you are sure you know
what the conversation is
the law of listening

14. what’s the buzz?

15. www.buzzmachine.com/2005/08/17/dear-mr-dell/

16. 3
communicate as human being – both you and your
audience have that in common
the law of authenticity

17. match the intent to the reality
Allows 'Liker'posts Responds to 'Liker' posts
89%
74% 72%
57% 60% 59%
51%
28%
Global Asia-Pacific Europe U.S.

19. 4
make your audiences part of the brand, not part of a target
the law of inclusivity

21. 5
respond to comments as soon as you have the facts
straight – not before and not later
the law of responsiveness

22. http://www.flickr.com/photos/purplemattfish/3020016417

23. 6
disclose your affiliations or others will do it for you
the law of transparency

24. “When there exists a
connection between the
endorser and the seller of the
advertised product that
materially affect the weight or
credibility of the endorsement
(i.e., the connection is not
reasonably expected by the
audience), such connection
must be fully disclosed.”
Federal Trade Commission: Guides Concerning
the Use of Endorsements and Testimonials in
Advertising
http://www.ftc.gov/os/2009/10/091005
endorsementguidesfnnotice.pdf
Source: The Customer Collective Blog
http://www.thecustomercollective.com/Home/36101

25. 7
sometimes the best response to online criticism is no
response
the law of proportion

26. The Streisand Effect
the best way to create
public debate is try to
stop public debate

27. The Footballer Formerly
Known as R**n G**gs
“With about 75,000 people having named
Ryan Giggs on Twitter, it is obviously
impracticable to imprison them all.”
John Hemming, MP

28. 8
lawyers cannot defend you in the court of public opinion
the law of magisteria

29. 20people on
original e-mail
$20K
civil lawsuit
by hospital
$65K
collected in coins
nationwide

30. 9
measure only what is meaningful, not what is available
the law of measurement

31. 35
of marketers in the U.S.
say that the main
obstacle to
% implementing a social
media strategy is there
is not enough data or
analytics to develop
ROI.
eMarketer.com, April 2010
17
of marketers in the
U.S. say that the
main obstacle to
implementing an
% effective online
measurement
strategy is that there
is too much data.
eMarketer.com, June2010

32. How much is enough?
Increase in Increase in % change in
Ratio of posts to No of positive 3rd
Engagement community content views or content / channel
comments / replies party comments
memberships downloads subs
% change in Correlation of % change in
Community Customer % Change in
customer
% change in
sentiment to overall positive
Health Satisfaction customer retention customer loyalty
satisfaction satisfaction sentiment
% Change in % change in % change in
Social Content % change in % change in blog
Facebook Likes / YouTube Likes / content tagged or
Mobility Twitter retweets trackbacks
shares embeds ranked
Thought % Change in SOV per % change in Cisco Increase in topical Increase in perception
Leadership thought leader topic thought leaders quoted content coverage of C. as thought leader
Message % of conversations carrying one % change in key messages in % change in awareness and
Resonance or more key messages social media conversations credibility of key messages
Market
Perception % change in aided / unaided % change preference in specific % change in positive sentiment
Market Awareness
awareness vs. competition markets vs. competition vs. competition
% change in no. of times C. is % Change in no. of times C.
% change in perceived position
Market position positioned favourably in mentioned positively in key blogs
relative to competition
conversation vs. competition and communities vs. competition
% change in correlation
% change in cost per % change in desirable
Leads / Sales / % change in cost per between social media
contact or cost per mentions of key sales
Market Share qualified lead conversations and
customer acquisition drivers
qualified leads
Quantitative
Decline in cost per message
Efficiency of Decline in cost Decline in cost
communicated (budget divided by
Communications per click through per engagement
message appearnces)
http://blogs.cisco.com/socialmedia/measuring-social-media-and-its-impact-on-your-brand/

33. 10
be prepared to make mistakes – because you will
the law of mistakes

34. http://socialmediatoday.com/SMC/104490
mistakes happen – acknowledge,
apologize and move on
http://www.guardian.co.uk/media/pda/2009/jun/22/twitter-advertising

35. closing thoughts

36. soh-shuhl
a: pertaining to, devoted to, or characterized by friendly companionship or
relations
b: seeking or enjoying the companionship of others; friendly;
sociable; gregarious
c: of, pertaining to, connected with, or suited to polite or fashionable society

37. mee-dee-uh
a: the means of communication, as radio and television, newspapers, and magazines,
that reach or influence people widely

38. integrating social media
into reputation management
steve.bowen@bm.com
www.facebook.com/BursonMarsteller.Asia
http://slidesha.re/msXuMx