corporate reputation and social media

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© 2009, Converseon, Inc. Proprietary and Confidential. Converseon Social Media Approach to Reputation 1 Presented by: Paull Young Social Media Strategist @paullyoung @converseon

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Paull Young's presentation at the Ragan 'Corporate Reputation and Social Media' Conference in Chicago 9 September 2009

TRANSCRIPT

Page 1: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Converseon Social Media Approach to Reputation

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Presented by: Paull YoungSocial Media Strategist@paullyoung @converseon

Page 2: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Merit Winner in Social Media

Who is Converseon?Only leading provider of Conversation Mining with “end-to-end”

capabilities – from listening and reporting to social media strategy development, technology and implementation

Clients include some of the world’s largest and most influential brands including Dow Chemical, Cisco, Siemens, Samsung, Newell Rubbermaid, Graco Baby, Palm, Telstra and more

Multiple award-winner for a range of social media programs

Podcast/Videocast Category

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Page 3: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.3

Page 4: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Myth 1: Social Media is Just for GeeksOnly 18% of adults in the US DON’T use any form of social media

(Forrester August 2009)

59% of brand marketers use social media – this will swell to 82% within 12 months (eMarketer August 2009)

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Page 5: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Myth 2: Nobody Reads Blogs81% of internet users have used the internet to do research about a

product they are thinking about buying, with 20% doing this on the typical day. (Pew 2008)

25% of search results for world's top 20 largest brands are links to user generated content (Techrigy 2009)

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Page 6: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Myth 3: Nobody Trusts a Random Blogger

Nearly two-thirds of informed publics (62%) trust corporations

less than they did a year ago 47% trust a ‘person like me’ (down from 60%) while only 29% trust

a company CEO (Edelman Trust Barometer 2009)

Nielsen (July 2009) surveyed 20,000 people from 50 countries: 70% trusted consumer opinions posted online

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Page 7: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Myth 4: People Just Complain Online

TripAdvisor: 20 million reviews, the “vast majority” positive

Yelp: 85% of 7 million reviews are 3 stars or higher

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Page 8: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Getting from Here to There…

Page 9: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

The “Conversation”

“Search Engine Visibility”

Enterprise Generated Content

Mainstream Media Consumer Generated Content

Podcasts

Corporate blog

Corporate website

Corporate Video

Podcasts

Corporate blog

Corporate website

Corporate Video

MSM blogs

Online media vehicles

Analyst forums

MSM blogs

Online media vehicles

Analyst forums

Social media

Reviews

Newsgroups

Detractor sites

Blogs

Forums

Video

Twitter

Social media

Reviews

Newsgroups

Detractor sites

Blogs

Forums

Video

Twitter

The “waterline”

visibility

control9

Page 10: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

The Blueprint for Effective Social Media Engagement… A Best Practice Approach to Joining the Conversation

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Page 11: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Online Reputation Requires an Organizational Approach

Every tactic, connection and piece of content posted online contribute to an organization’s online reputation.Every Business Unit WILL engage onlineEvery engagement must ladder up to core objectives

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Page 12: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

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Listening at the Core

Conversation Mining is an enterprise solution designed to have the ability to extend across many disciplines.

Media

Research and BICustomer Service

Public RelationsDigital

Communication

Measurement

Engagement

Effectiveness

Planning

Search

Display

Creative

OutreachAudience

Brand

Product

Listening Platform

Page 13: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Real Brand Examples

Page 14: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Established 1878

Myth 1: Social Media is Just for Geeks

Page 15: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Yarncraft Podcast & Lion Brand Notebook

Page 16: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Social Media users convert at a higher rate than most other sources

Social Media users are 83% more likely to be very brand loyal than people who don’t use social media

Page 17: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Myth 2: Nobody Reads Blogs

“United Breaks Guitars” YouTube Video

5.2 million views

34,227 Five Star Ratings

“Within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines’ stock price to suffer a mid-flight stall, and it plunged by 10 percent, costing shareholders $180 million.” -Sunday Times

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Page 18: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Conversation Mining Data

Page 19: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Word cloud for “United Breaks Guitars”

Keywords associated with United’s Employees and Service including: flight, service, baggage claim, payment

Keywords associated with the video including: artist’s name, social media venues, views, production

Page 20: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Social Media Impacts Search

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Funnily enough, somewhere around the millionth YouTube hit, United underwent a miraculous change of heart and offered not only to make Dave Carroll whole but to re-imagine its customer-service apparatus.”

-Advertising Age

Funnily enough, somewhere around the millionth YouTube hit, United underwent a miraculous change of heart and offered not only to make Dave Carroll whole but to re-imagine its customer-service apparatus.”

-Advertising Age

Page 21: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Last Week: WWF, DDB & 9-11

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Page 22: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Myth 3: Nobody Trusts a Random Blogger

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A reader identifying themselves as ‘Tonya’ working out of Detroit has offered her perspective in the situation. It's enlightening to hear about Spirit's inability to handle call volume from the other side. On the same token, she explains some of the things that are out of their control. Keep up the stories and the comments -- we're now third on Google when searching for Spirit Airlines. It's only a matter of time before someone on the corporate level checks in to see what their policies are doing to their airline.”

A reader identifying themselves as ‘Tonya’ working out of Detroit has offered her perspective in the situation. It's enlightening to hear about Spirit's inability to handle call volume from the other side. On the same token, she explains some of the things that are out of their control. Keep up the stories and the comments -- we're now third on Google when searching for Spirit Airlines. It's only a matter of time before someone on the corporate level checks in to see what their policies are doing to their airline.”

Page 23: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Myth 3: Nobody Trusts a Random Blogger

“A curious comment from Christy came in earlier on the Spirit Airlines post tipping us off. Basically, she and her husband sent in a complaint, and Ben Baldanza hit "reply to all" with his jerky response. Christy was kind enough to forward me the full e-mail she received, including headers showing the e-mail originating from legitimate Spirit Airlines servers.”

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Page 24: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Myth 4: People Just Complain Online

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Page 25: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Graco: Expanding Advocacy & Positivity

Conversation Mining results showed:

The volume of the online conversation for the Graco Brand nearly doubled

The polarity of online mentions rose from 68% positive in 2007 to 83% positive in 2008

Amongst this shift, 100% of posts sparked by proactive outreach have been positive

A significant increase in positive recommendations/ reviews - this desirable topic became the most common discussion for the Graco brand

Page 26: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

“Another company getting it right-Graco. I’ve chatting with Lindsay on Twitter, watched as they crafted a MOMblog that actually is written by Moms about things Moms write about. It’s not just product discussion. I’m thrilled to say the Graco blog, it’s bloggers, and the other people involved in the effort are part of our community. That’s right, they did it-we gave them the secret handshake and everything. Why? They’ve engaged bloggers in conversations, events, and they kept it REAL.”-Queen of Spain

“As a (relatively) new parent, the Graco brand certainly has made a footprint in our household. Through a new Twitter friend, I found out about the new(ish) Graco blog. As a corporate blog, this is one of the best I’ve seen yet. That’s pretty impressive considering the role the Graco Legal Department probably played in this launch, and ongoing maintenance!Here’s a few reasons why Graco is rocking this blog…”-Community Guy, Jake McKee

Success Stories

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Page 27: Corporate Reputation and Social Media

© 2009, Converseon, Inc. Proprietary and Confidential.

Thank You

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Presented by:

Paull YoungSocial Media Strategist@paullyoung @[email protected] x313