EACD CDL Vincent Dutot June 2016

EACD LISBON COACHING
DAY ON E-REPUTATION
© Vincent Dutot

Savoir être pour agir avec Sens
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

What I want to talk about
5+1 last things
to rememberE-réputationSocial CRMSocial media
strategy
Some false ideas
about digital

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)

2: Digital is only for young people
 Most important growth for 50 years od and more (senior)
 Youngers start leaving first social networks

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

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.

5: Digital means radical transformation
 Look for gradual change more than radical
 Innovation is the key: Uber, Air BnB, Snapchat

SOCIAL MEDIA STRATEGY
AND ENGAGEMENT

 If you want to go on social media, you need to understand that
 Each platform has its purpose
 Forget about the ROI, think ROA

2012

2013

2015

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

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?

Listen to the conversation
 Securing the brand presence on social networks
 Community manager
 Create platforms for “monitoring”
 Google Alerts
 Socialmention.com
 Twittersearch

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%

Specific goals
 Brand management
 Improve trafic
 Business relations
 SEO
 Improving CRM
 Enhance incomes

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

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

Social media vs social network

From CRM to SCRM

From Social CRM to e-reputation

Main issues
 Dealing with unsatisfied customers
 Loyalty programs
 User experience
 Commercial efficiency

Main revolutions
 Knowledge of the customers
• Information properties and rules
• Big data
 Customers’ expectations
• Social graphs
 Segmentation

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

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

Why?
Of CEO have more trust in traditional
channels than digital

Why?
Your brand is NOT what you say. It is
what Google says!!!

Club Med
Proof

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

Online reputation – how it works
Monitor/
Map/
Research
Defensive Promotional
Transparency Honesty
Process Fast answer
Flexibility Integration
Underpinned by

Monitoring e-reputation (free)
 Talkwalker Alerts Yahoo Alerts
 Google Alerts Social Mention

Monitoring e-reputation (not free)
 Mention Infoxicate.me
 Netvibes Topsy

Social media and e-reputation
Be creative Relation: community
management

Branding on the web

Employees’ impact
Of employees THINK they can DESTROY their
company’s reputation

Reputation – some examples

Examples
La Redoute
ROO
ROA
ROI
Oasis
ROO
ROA
ROI
Domino’s Pizza
ROO
ROA
ROI

Example 2: Coca-cola

Conclusion
Of board members AGREE that e-reputation should be
an important concern within their firm

Conclusion
But only 15% are acting

Conclusion
Implication of
your brand
Listen
Measure
Define a
strategy
Action
Community management

#1 Think different
● Abandon old habits and let be amazed
● Think usage before technology

#2 Learn to learn
● Each channel of communication / distribution has its own purpose
● Consumers will decide for you where they want YOU to BE

#3 Think out of the box
● Agree to cut distances with your customers
● Agree to co-create your brands

#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

#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

#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

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

EACD CDL Vincent Dutot June 2016

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