Online reputatie management: van boksbal naar gerichte

contentstrategie

Ronald van der Aart | De Marketing Dagen 2012 Utrecht | 24 april 2012

“A social trend in which people use online technologies to get what they need from each other”

Six levels of trust

Level #1 Personal experiences Level #2 Recommendation of peers Level #3 Social networks & blogs Level #4 Recommendation of authorities Level #5 Communication of a company (i.e. website) Level #6 Advertising

“Transparency Tyranny” trendwatching.com

“The Internet has made public relations public again”

David M. Scott, The New Rules of Marketing & PR, 2007

Start making sense …

•  Meer buzz over merken dan ooit. •  Communicatie van merken niet vertrouwd. •  Merken minder invloed (C-2-C). •  24/7 Feedback op je gedrag. •  ‘Je deugt’ of ‘je deugt niet’. •  En dat is zichtbaar. Voor iedereen. •  Koopgedrag is veranderd. Voorgoed.

Online reputation management The 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.

Tactics New content creation. Involvement in the social web sphere. Promotion of existing positive content. Building social profiles. Formal "take-down" requests. Litigation. Writing false positive comments and reviews.

Online Reputatie Management

Defensief | reactief | enge zin Luisteren naar, analyseren van en reageren op negatieve user generated content rondom een merk.

Offensief | pro-actief | ruime zin Verbeteren van de verstandhouding tussen een merk en haar stakeholders door pro-actief en consistent betrokken te zijn bij relevante online conversaties.

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‘Advanced listening platforms’ vier basisfunctionaliteiten

Data collection

Online Media

CGM

Offline media

Customer media

Data processing

Text mining

Human analysis

Natural Language Processing

Insight delivery

Dashboards

Reports

Services

Engagement

Collaboration

Campaign management

CRM

Bron: o.a. Forrester Research, Inc.

‘Advanced listening platforms’ Nederlandse markt sterk in beweging

•  Taal. •  Brontypen. Bronnen. •  Frequentie updates. •  Analyse (trend, sentiment). •  Dashboards. Rapportages. Alerts. Export. •  Single user, multi-user, teams, clients. •  Integratie (workflow, CRM, campaigns). •  Gebruiksgemak. Prijs.

‘Advanced listening platforms’ selectie afhankelijk van specifieke toepassing

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http://www.slideshare.net/rvdaart

8 Succesfactoren webcare

1.  Onderdeel van customer care strategie. 2.  Heldere opdracht en intern draagvlak. 3.  Interne afstemming. 4.  Snelle response. Capaciteit. 5.  Mandaat. Rules of engagement. 6.  Geschikte tooling. 7.  Feedback in customer experience teams. 8.  Coördinatie in social media expert group.

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Social media objectives Jeremiah Owyang (2010)

Dialogue Advocacy

Support Innovation

internal external

Social Media Content Strategy

7 Layers 1. Voorkeuren doelgroep. 2. Thema. 3. Keywords. 4. Vorm. 5. Tone-of-voice. 6. Timing. 7. Online ecosysteem.

Source: o.a. Radian6, november 2011

send

search share

media

media & stakeholders

News Triangle

Stone age

Now

Source: RepMen, 2012

Questions & answers

More info +31 6 43 10 31 20 ronald@repmen.com repmen.com linkedin.com/in/rvdaart @AmazingPR facebook.com/repmen