III EACD Lisbon Coachind Day “Integrating Reputation and e-Reputation Management” | 3rd June 2016, by Vincent Dutot, Paris School of Business.
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Coordination for Portugal Rui Martins, Corporate communication and Public Affairs Director at Dianova
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Who am I?
Associate Professor Paris School
of Business (France)
MBA and Ph.D in information
systems management (Canada)
Teaching classes in digital
marketing, business model in the
Web, e-business strategy
Scientific research on Social
CRM, IT capabilities, knowledge
transfer and e-reputation
Consulting and conferences
More than 10 years working with
SMEs, government and
international companies
Conferences on social media,
Web mobile and performance on
social networks
Blog:
www.letoucheatoutdesti.com
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What I want to talk about
5+1 last things
to rememberE-réputationSocial CRMSocial media
strategy
Some false ideas
about digital
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1: Internet users don’t have any social
interaction
Student: use Facebook mainly between 9am and 5pm (school)
Workers: between 9am and 5pm (at work)
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2: Digital is only for young people
Most important growth for 50 years od and more (senior)
Youngers start leaving first social networks
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3: Internet is only a matter of virtual
No more separation between reality and virtual world
More and more pure player go offline to promote their product
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4: Digital investment means success
Failure is more usual than success: 80% of all Google projects are failures
Need for a good business model, key resources and customer knowledge.
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5: Digital means radical transformation
Look for gradual change more than radical
Innovation is the key: Uber, Air BnB, Snapchat
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If you want to go on social media, you need to understand that
Each platform has its purpose
Forget about the ROI, think ROA
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Social media planning
1. Pre-planning
2. Listen the conversation
3. Creation of a persona
4. Design specific goals
5. Join the conversation
6. Measure
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Pre-planning
How the information drives the industry?
Where information is created and shared?
How consumers interact with the industry?
What networks do they belong to?
What is influencing my customers?
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Listen to the conversation
Securing the brand presence on social networks
Community manager
Create platforms for “monitoring”
Google Alerts
Socialmention.com
Twittersearch
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Create a persona
Men 24-50 years old
$350 billion in revenues
16-19h on line per week
96% on social network
78% trust recommandations of their friends
Attendance
Twitter : 31%
Facebook : 33%
LinkedIn : 39%
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Specific goals
Brand management
Improve trafic
Business relations
SEO
Improving CRM
Enhance incomes
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Join the conversation
Establish a clear timetable of publications
Consistency
Rules of communication and response
Management of negative comments
Level of response
Be transparent and authentic
Think conversation, not campaign
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Measurement (ROI)
Qualitatively
Are they talking about you?
Consumer perception
Creation of improved relationships
Dialogue rather than monologue
Quantitatively
Analytics
SEO ranking
Hits
Subscriptions to the newsletter
loyalty
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Main issues
Dealing with unsatisfied customers
Loyalty programs
User experience
Commercial efficiency
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Main revolutions
Knowledge of the customers
• Information properties and rules
• Big data
Customers’ expectations
• Social graphs
Segmentation
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The things to do
1. Reciprocity
2. Reactivity
3. Consistency
4. Transparency
5. Real implication of the firm
6. Acknowledgement of customers
7. Social product
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Definition
« Practice of monitoring the Internet reputation of a person, brand or
business, with the goal of suppressing negative mentions entirely, or pushing
them lower on search engine results pages to decrease their visibility »
Example of Axa
On line reputation
“Communicating over the web and using new technology to effectively
communicate with stakeholders” (CIPR website 2007)
Overall it is WHAT you SAY, WHAT you DO, and HOW
others SEE you and TALK about you
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Why?
Of CEO have more trust in traditional
channels than digital
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Why?
Your brand is NOT what you say. It is
what Google says!!!
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Foundations of the reputation
Understand how networks operate
Map the environment before starting any relationship
Rely on flexible communications
Integrate with other marketing disciplines and other public relations channels
Measure and learn from mistakes
Each message must have a purpose, not just a desire
Establish a structure within the organization (digital, public relations, real) and the governance
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Online reputation – how it works
Monitor/
Map/
Research
Defensive Promotional
Transparency Honesty
Process Fast answer
Flexibility Integration
Underpinned by
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Monitoring e-reputation (free)
Talkwalker Alerts Yahoo Alerts
Google Alerts Social Mention
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Monitoring e-reputation (not free)
Mention Infoxicate.me
Netvibes Topsy
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Social media and e-reputation
Be creative Relation: community
management
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#1 Think different
● Abandon old habits and let be amazed
● Think usage before technology
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#2 Learn to learn
● Each channel of communication / distribution has its own purpose
● Consumers will decide for you where they want YOU to BE
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#3 Think out of the box
● Agree to cut distances with your customers
● Agree to co-create your brands
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#4 Start by giving, then you’ll receive
● WIN-WIN exists on Social Media, but not on a short term period
● Identify what your customers/ prospects expect and give them what they
ask for
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#5 Watch over you and your brand
● People talk about you, no matter you’re on the web or not
● Personal branding and e-reputation are part of the most crucial asset of
any firm
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#5+1 Forget everything I’ve said
● The greatest achievements are yours
● Social media means constant learning: what is working today won’t maybe
work in the near future
● Do not hesitate to reset everything on a regular basis
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Thanks for your time
Vincent Dutot, PhD
Associate Professor at Paris School of Business
Researcher on social media, e-reputation, and IT strategy
IT Consultant for 10 years
www.letoucheatoutdesti.com
fr.linkedin.com/in/vincentdutot/
+33 (0)6 18 87 19 22