the importance of online reputation management (orm) in a connected africa
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THE IMPORTANCE OF ONLINE REPUTATION MANAGEMENT
(ORM) IN A CONNECTED AFRICA
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AFRICAN DIGITAL LANDSCAPE
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Social Media Digital Stats for 2014
SOURCE: We Are Social
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The best thing about a connected Africa…
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The worst thing about a connected Africa…
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WHAT IS ORM?
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Our definition of ORM
The process of monitoring the online universe to listen to what is being said about your brand/product, so you can identify the negatives and the positives and assess the level of ‘impact’. Then, where relevant, engage in the conversation to ‘accentuate the positive and eliminate the negative’.
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"ANY LISTED CORPORATION FACES AN
85% LIKELIHOOD OF EXPERIENCING A
SIGNIFICANT CORPORATE CRISIS IN ANY 5-YEAR
INTERVAL."Oxford Metrica,2011 Reputation Review
The S**t will hit the fan
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"Social media is a unique component of the consumer decision journey: it’s the only form of marketing that can touch consumers at each and every stage, from when they’re pondering brands and products right through the period after a purchase, as their experience influences the brands they prefer and their potential advocacy influences others."
'Demystifying social media' by Roxane Divol, David Edelman, and Hugo Sarrazin for McKinsey Quarterly
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This is ‘social media’
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The speed of transmission on social media platforms
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CASE STUDIES
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THE BP OIL SPILL
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The Biggest offshore spill in US history
Negative media headlines
Poor disaster recovery plan by company executives
Very limited number or insufficient advisories and responses on Facebook and Twitter
BP share prices and market valuation dropped to its lowest since being listed on the London Stock Exchange
Company reputation fell remarkable as the spill progressed without any resolution, reputational loss persisted
A group “Boycott BP” formed on Facebook with over two million fan base in one month calling for a boycott of BP products
A fake Twitter account created by an anonymous activist with over 190, 000 followers while real BP Twitter account had less than 20,000 followers
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Lost over $100 billion at the end of 2010
Spent over $37 million in one month on Pay Per Click campaign which was 65 times more than its normal advertising amount
Market value dropped by 40% since 2010 in all aspects (financial, political, reputation and image)
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OANDO & JAMES IBORI
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The Story
Claims by British prosecutors that the jailed Nigerian former governor had hidden assets in OandO and his alleged involvement in money laundering
Once news broke, company share price declined by 2.29%
Investment analysts believed the news was responsible for company’s share price fall
At the close of trading the next day, company emerged as top loser for second straight day with a 9.95% loss
As a result, most firms placed a caution tag on company stock
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Reputational Damage
Due to a shareholders individual negative reputation, a huge sell- down activities hit the company.
Further share price was depressed.
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The effect
SOURCE: Moneyhub
When the story broke
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EDO STATE GOVERNOR VS
THE WIDOW
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http://www.youtube.com/watch?v=Vw43BVPasDM
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The Saga
Governor went on an official duty to monitor sanitation exercise
Encounters some widow hawking goods by the roadside which is an illegal practice
Goods get confiscated by governors aides
Woman begins to plead and Governor retorts…”you are a widow, go and die…”
Over 440,500 views on You Tube
Thousands of Nigerians view firsthand the treatment an average citizen receives from our elected leaders
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The Aftermath
Sparked a huge frenzy on social media platforms
A deluge of negative commentary forced the governor to immediately apologize, employing the widow and paying her N2million
The viral power of social media stirred up spontaneous reactions necessary to mount pressure on our leadership
In contrast, just 42, 000 views on You Tube. Bad news spreads so quickly while good news tend to be a by-line
Governor’s apology: http://www.youtube.com/watch?v=DrUsRvK5sM0
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SO YOU DON’T THINK SOCIAL MEDIA IS ONLY FOR
BAD NEWS
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THE TIGER BREAD STORY
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Sainsbury’s Tiger bread
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Going viral
› The Huffington Post ran a piece, a reporter on Sky Living even went so far as to propose to Chris. The Sun and This is Money both ran articles about the story on their sites.
› A single post on Facebook about the tiger bread letters was liked over 150,000 times and shared over 48,000 times.
› The original story broke in July 2011, and then resurfaced again in Jan 2012.
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SO WHAT CAN YOU DO?
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This is one option
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How Organisations can/should leverage Social Media
LISTEN
ENGAGE
MONITOR
Listen to what people are saying about your organisation, your products & services, your competitors and the industry as a whole.
Playhouse Social Media Interaction Flow
Monitor the relationship with your audience. What’s the sentiment towards your brand. What’s coming on the horizon?
Engage your customers with your brand so they enter into conversation & let you into their space, with a view to keeping them loyal & even turning them into advocates.
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Key Considerations for running an ORM programme
› What resources are needed and available?
–Manpower & technology.
› Who needs to be involved?
–Which internal stakeholders from which departments?
› What processes are in place for reputation management?
–How do you identify a problem?
› Is there a crisis management policy/process?
› What are the social media guidelines?
–What are the engagement guidelines?
› What are the objectives of the programme?
–Measures of success
Listen
Monitor
Engage
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Benefits of ORM strategy
Optimize shareholder value
Open up to criticism and feedback
Retain customers and attract new ones
Enhance business in good times
Protect business in negative times
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ORM Tools
The ‘Listening platform’ landscape is vast with different options available depending on focus and also on budget. Such platforms include blogs, articles, guest posts, reviews, press releases, etc.
Some of the leading Enterprise level providers, according to the “Forrester Wave™: Enterprise Listening Platforms, Q2 2012” are:
–Attensity, Converseon, Lithium Technologies, Networked Insights, NM Incite, Radian6, SDL, Synthesio, Visible Technologies.
Some of the others are:
–Brandseye, Saidwot, Trackur, BuzzLogic, Sysomos, UberVu & Google Alerts.
And some of the ‘free’ ones
–For social media monitoring & engagement, we also have experience of Hootsuite, Sprout Social & TweetDeck.
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YOU MUST DO SOMETHING
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“IT TAKES 20 YEARS TO BUILD A REPUTATION AND 5 MINUTES TO RUIN IT."
Warren Buffet
Remember
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Contact Us
Contact: Tolu Onile-Ere
Managing Director
2 Abieyuwa Amadasun str, Off Oduduwa Way,
Ikeja GRA, Lagos, Nigeria
Tel: +2347038430258
E-mail: toluo@playhousecomm.com
Web: www.playhousecomm.com
Facebook: www.facebook.com/playhousecomm
Twitter: www.twitter.com/playhousecomm
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