are you ready to manage your company's reputation?

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Digital Partners to Leading Brands Digital Partners to Leading Brands Are you ready to manage your company’s reputation? Presented by Jon Keefe Reputation management May 2009

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The MD of KMP Digitata, Jon Keefe presents the case for companies to use social media as part of the Marketing Strategy, as well as stressing the importance of making sure that your company is ready to manage the workload of social media.

TRANSCRIPT

Page 1: Are you ready to manage your company's reputation?

Digital Partners to Leading Brands Digital Partners to Leading Brands

Are you ready to manage your company’s reputation?

Presented by Jon Keefe

Reputation management May 2009

Page 2: Are you ready to manage your company's reputation?

Digital Partners to Leading Brands

Why bother with social media?

• The average amount of time per day that UK people spend on Twitter.com has more than trebled from less than 10 minutes a year ago to half an hour now. [Source: Hitwise, January 2009]

• In August 2008, 14.5m people in the U.K. visited at least one blog, representing 41% of the total U.K. Internet audience.[Source: comScore, Oct 2008]

• By 2013, an estimated 52% of Internet users will be regular social network visitors. [Source: eMarketer, February 2009]

• The amount of UK web traffic retailers receive from social networks increased by 153% in the first nine months of 2007. [Source: Hitwise, via Econsultancy blog, Oct 2007]

Page 3: Are you ready to manage your company's reputation?

Digital Partners to Leading Brands

Page 4: Are you ready to manage your company's reputation?

Digital Partners to Leading Brands

Corporate vs personal motives

Personal social media• Sharing information• Reconnecting with friends• Watching others• No real rules

Fuel Individual Social Ego

Corporate social media• Customer Service• Promotional Messages• Shareholder Value• Transparency• Brand Rules

Deliver business goals

Page 5: Are you ready to manage your company's reputation?

Digital Partners to Leading Brands

Social media planning

Page 6: Are you ready to manage your company's reputation?

Digital Partners to Leading Brands

5 challenges in enabling your Company

• How to convince the powers that be of the value of social media

• Finding the space for social media in the business plan

• Identifying skills necessary to engage with your audiences

• The resource necessary to deliver a SM strategy

• Creating the rules of engagement

Page 7: Are you ready to manage your company's reputation?

Digital Partners to Leading Brands

Convincing the powers that be

• Cite referenceable case studies– Dell says Twitter has produced $1 million in revenue over the past year and a half

through sale alerts.– Starbucks VIA an original tweet had been retweeted 104 times in the last 24

hours. The total reach of those 104 tweets was 60,220!

• Research other corporate social media players– BMW, Zappos shoes, Ford, Starbucks

• Build your own case Study– Manchester Airport - Olly Cat Facebook group -740 friends plus Channel 5 News

and MEN coverage !– Internal Blog – Prove engagement with peers

Page 8: Are you ready to manage your company's reputation?

Digital Partners to Leading Brands

Convincing the powers that be

• Some names to follow for tips and opportunities– Brian Solis – (http://www.briansolis.com/)– Jeff Jarvis – (www.buzzmachine.com)– Richard Binhammer - Dell (http://richardatdell.blogspot.com/)– Michael Brito – Intel (www.britopian.com)– Chris Brogan – President of New Marketing Labs (www.chrisbrogan.com)– Jeremiah Owyang – Forrester (www.web-strategist.com)– Scott Monty – Head of social media at Ford. (www.scottmonty.com)

• Websites– www.readwriteweb.com - 100% more influence than its closest rival for the key

topic “social media” – www.mashable.com - Blog focused exclusively on Web 2.0 and Social Networking

news– www.techcrunch.com - a network of technology focused sites offering a wide

range of content and new media.

Page 9: Are you ready to manage your company's reputation?

Digital Partners to Leading Brands

Getting SM into the business plan• Improving stakeholder relationships – Customer Service

– www.ideastorm.com– BakerTweet Box - Albion bakery and cafe in east London

• Building on the brand values– Twitter

• Follow Manchester airport on Twitter and receive live flight arrivals and departures info on demand reinforcing the “ easy and seamless customer first” value

– User Generated Content• Crowd sourced reviews on domain i.e. Zappos shoes www.zappos.com

• Generating Revenue– www.biofind.com a forum with a proven ad revenue, sponsorship model– Widget advertising – eg blog ads

• Cost saving – How much does it cost to do something now and can it be done cheaper via SM?

• Drive traffic to a website using SM vs PPC for example• Fielding customer service enquiries at a blog rather than at call centre• Crowd sourced images used as your content via Flickr – www.chesterzoo.org

Page 10: Are you ready to manage your company's reputation?

Digital Partners to Leading Brands

Identifying the skills necessary

Page 11: Are you ready to manage your company's reputation?

Digital Partners to Leading Brands

An average Engagement Plan on a weekly basis might include:-• Research and writing blog posts – 7 hours• Commenting and posting on target influencers blogs and forums – 3.5

hours• Direct contact with Influencers - 1 hour• Forum moderation – 5 hours• Facebook Group management – 1 hour• Twitter management, managing & seeking followers and tweeting – 2

hours• Managing social bookmark profiles e.g. delicious – 2hours• Slideshare account management – 2 hours• You Tube Channel management – 3 hours

Example Social media management

Page 12: Are you ready to manage your company's reputation?

Digital Partners to Leading Brands

Creating the rules of engagement

Tone Persona Phraseology

Brand guidelines for content authors

Page 13: Are you ready to manage your company's reputation?

Digital Partners to Leading Brands

Creating the rules of engagement

• Moderation of forums and guest comments• Blogpost style and content

– Conversational– Signposting links

• Commenting– Conversational– Signposting links

• Tagging in line with social media trends• Keyword strategy in line with SEO/SEM strategy• Link strategy• Legals

Page 14: Are you ready to manage your company's reputation?

Digital Partners to Leading Brands

Thank you, any questions?

[email protected] or 0870 868 8900