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Online reputationThe art of war - 2011January 2011Gregory Pouy@gregfromparis
YEAH !Online reputation wasthe buzzword of 2010 …
But that’s a problem.
(Online) reputation is not a buzz word.It’s a hardcore reality.
…then what are wetalking about ?
OMG !The Media Worldhas shifted.OK there are tons of statistics about the web and more specifically theSocial Web.I’m sure...
Wait…you’re not in the U.S. ?
Don’t worry, the situation is or will be thesame in your country, too. Soon.                                              ...
It used to be easy…               For years, marketers assumed that consumers started with a large               number of...
…but brand relationships have changed.Consider & buy                  Evaluate & Advocate               BondMarketers ofte...
“Nowadays, more than 60% of consumers of facial skin care products worldwide do online research            about them afte...
What are some consequences ?
F***!“You’re spending your moneyin all the wrong places.”David.C.Edelman – coleader of McKinsey’s Global Digital Marketing...
I’m sure you get the point, but
90% of digital budgets arestill allocated to websites.(When only 1 out of 10 consumers visitcompany sites to get informati...
So maybe you don’t?…
This presentation is here tohelp you.
The rule of branding havechanged.Your online reputation is defined by all (visible) content available about your company, ...
How can you manageyour online presence ?
#1 Understand your online reputation# 2 Organize yourself internally# 3 Work on the basics# 4 Evaluate the type company yo...
#1 Understand your online reputation   Conversations evolve within a global   ecosystem                                   ...
Hold on…
#1 Understand it   Don’t run into Facebook, Twitter   or any other shiny objects   You have to understand that above all S...
#1 Understand it   Understand your consumer’s   decision journey   Analyze and understand how your customers make   decisi...
#1 Understand it   Understand your consumer’s   decision journey   One of McKinsey’s clients, after discovering that consu...
#1 Understand it   6 types of content to work on     Credibility                            4                   5         ...
#1 Understand it#2 Organize your company internally# 3 Work on the basics# 4 Evaluate the type company you’re in# 5 Get Pr...
#2 Organize your company internally   It’s not (just) about marketing !   During McKinsey’s study, a consumer marketer rea...
#1 Understand it# 2 Organize yourself internally#3 Work on the basics# 4 Evaluate the type company you’re in# 5 Get Prepar...
#3 Work on the basics.   Ensure the visibility of your “in-house” platform   (s)                                          ...
#3 Work on the basics.     TIPS !   A Social Media Center   can help   Definition:   A social space within the brand’s web...
#3 Work on the basics.   Begin your S.M.O. strategy with content you   already have                                       ...
#1 Understand it# 2 Organize yourself internally# 3 Work on the basics#4 Evaluate your brand’s “personality”# 5 Get Prepar...
#4 Evaluate your brand’s “personality”         #1 “Basic”         #2 Functional   #3 Exciting           #4 Vital          ...
#4 Evaluate the type ofcompany you’re in.   If you don’t know which   type of brand you have,                             ...
#4 Evaluate the type ofcompany you’re in.   An in-depth analysis of   your brand’s statistics can   also be helpful   When...
#4 Evaluate the type ofcompany you’re in.   “Basic” Brand                                                        Very     ...
#4 Evaluate the type ofcompany you’re in.   Basic Brand  Blendtec is a famous  basic brand.   Blenders are basic, inexpens...
#4 Evaluate the type of   company you’re in.   Functional Brand                                                         Ve...
#4 Evaluate the type of   company you’re in.   Functional Brand   “People are going to shop   with companies they think   ...
#4 Evaluate the type of   company you’re in.   Functional Brand   “Websites influence more than 50% of our in-   store sale...
#4 Evaluate the type of   company you’re in.   Exciting Brand                                                         Very...
#4 Evaluate the type ofcompany you’re in.  Exciting Brand   Harley Davidson is a unique brand followed by   diehard enthus...
#4 Evaluate the type of   company you’re in.   Vital Brand                                                         Very   ...
#4 Evaluate the type of   company you’re in.    TIPS !                                                             #1 basi...
#4 Evaluate the type of company   you’re in.   Your objective is to be present and monitor   every conversation taking pla...
Wondering if traditional marketingactivities are irrelevant ?
Wrong!“The social web makes iturgent that companies getthe basics right”Patrick Barwise, Marketing Professor – London Busi...
#1 Understand it# 2 Organize yourself internally# 3 Work on the basics# 4 Evaluate the type company you’re in#5 Get ready ...
#5 Get ready for “war”   “Today anyone armed with a   hundred dollar digital camera   and an internet connection is a   po...
#5 Get prepared for “war”   Hold on !
#5 Get prepared for “war”   Can a real crisis really occur   on the social web ?   There are different kind of crises that...
#5 Get prepared for “war”    What happened in Vegas won’t stay    in Vegas anymore.   Even more than ever with the rise of...
#5 Get prepared for “war”    The Bank of America already lost    3% of its value. On a rumor.   Wikileaks announced that a...
#5 Get prepared for “war”    How can you fight back ?
#5 Get prepared for “war”   New media can be your friend.   Attacking is the best defense :   Begin by defining all sensit...
#5 Get prepared for “war”   New media can be your friend   “Managers may hesitate to engage with (social) media but   if y...
#5 Get prepared for “war”   Find sympathic third parties.   Force Multipliers:   You certainly have in-house experts but i...
#5 Get prepared for “war”   Respond quickly   Quickly doesn’t mean poorly   The web is real-time thanks to social media to...
#5 Get prepared for “war”   Avoid any show of force   The “David vs Goliath” law rules the web   A typical company’s react...
#5 Get prepared for “war”   Empower your team   People talk with people   People don’t want to hear the rose-colored versi...
#5 Get prepared for “war”   Treat your team well.   You are only as strong as your weakest link   Make sure that your empl...
#5 Get prepared for “war”   Prepare your company !   You’re next   Ok, maybe you’re not but you should act as if you are  ...
#5 Get prepared for “war”    TIPS !   Sadly enough, a crisis is   (often) THE reason for CEOs   to dive into the social we...
#1 Understand it# 2 Organize yourself internally# 3 Work on the basics# 4 Evaluate the type company you’re in# 5 Get Prepa...
What about R.O.I. ?Who cares ?The Social Web is cool !
What about R.O.I. ?OK… your boss seems like hemight care(or maybe the accountant?)
What about R.O.I. ?“How are you going to monetize this” I think is the wrongquestion.The right question is “How am I going...
What about R.O.I. ?Whoever he is,that dude still looks prettyskeptical.
What about R.O.I. ?Focus on the right objective for yourcompany’s profile                                         Directly ...
What about R.O.I. ?What about R.O.N.I ?Risk Of Non Investment : it’s not whether investing 1€ will make an impact, but wha...
Key takeaways ?
You need me to manage your strategy !
Ok - just kidding…
Back to the key takeaways !+  The media world has shifted and the Internet is no longer just an option+  Communication in ...
THANK YOUGregory Pouy I @gregfromparisgregory.pouy(at)gmail(.)com                                All pictures are from Ben...
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What about R.O.I. ?OK… your Online Reputation: Get ready for war

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What about R.O.I. ?OK… your boss seems like hemight care(or maybe the accountant?)

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