Online Reputation in (and across) Context(s)Randy Farmer - @frandallfarmerBill Johnston - @billjohnston

Global MarketingOnline Reputation in (and across) Context(s)2

State of Web Reputation

Best (& Worst) Practice

Reputation @ Dell

Fireside Chat

Global MarketingOnline Community Strategy & Planning3

Introduction

Largely immature space

Lots of research & theory, fewer practice examples, even fewer successes

No comprehensive framework (Randy will unpack this)

Between context-specific and extended (multiple-context) systems, there are opportunities, as long as you play by the rules

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The State of Web Reputation

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Also available free on the companion blog & wiki at http://buildingreputation.com

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[Web] Reputation defined

Reputation is information used to make a value judgment aboutan object or a person.

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The Reputation Statement

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 People reputation is karma, and it is special

Karma is user reputation within a context Karma is useful for building trust between users, and between a user & site Karma can be an incentive for participation and contributions Karma is contextual and has limited utility globally. Karma comes in several flavors - Participation, Quality and Robust Karma is complex (via indirect evaluations), and formulation is often opaque Personal karma is displayed only to the owner, good for measuring progress Corporate karma is used by the site to find the very best and worst users Public karma is displayed to others, which makes it the hardest to get right

It should be used sparingly It is hard to understand, isn't expected, and easily confused with content ratings. It shouldn't be have a socially negative value. It encourages competition in some users, and may discourage others.

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Global karma? We need it, right?

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Case study: FICO as global karma

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The Competitive Spectrum

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Web reputation: motivation & incentive

Predictably Irrational, Dan ArielyMarket vs. Social incentivesIntrinsic vs. Extrinsic rewards

The model from BWRS is similarAltruisticCommercialEgocentric

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Reputation display [disclosure!]

Three levels of reputation display Public

Visible to God, Google, and Everyone. i.e.: Number of twitter friends.

Private Only the owner can (or cares to) see it. i.e.: Blog/Book Sales analytics.

Corporate Secret to only the company. i.e.: IP address is-spammer reputation.

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Motivation vs Competition

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What does reputation measure?

Inputs - Quantitative vs. QualitativeIt’s not always about numbers

Karma computation categories Participation (aka Quantity) Quality (aka Search Rank) Robust (aka Hybrid)

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Scale matters!

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Best (& Worst) Practice Examples

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Good, in context, example: StackOverflow's quality karma

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StackOverflow's quality karma cont'd.

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StackOverflow's participation badges

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StackOverflow's [largely ignored] leaderboard

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Xbox Live

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Honestly?[.com] Not!

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Karma as Currency?HipHop Rules the Interweb!

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Klout

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Online Reputation at Dell: WIP Case Study

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Social Strategy = portfolio in social presence.

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Confidential28

Customer Communities

Promoters & VIPs

Dell Community of Practice

Community Management & Moderation

Community Platform

SCRM & Social Profile

Analytics & Insighte-commerce

External Communi

ty

External Communi

ty

External Communit

y

External Communi

ty

Insights, Measurement & Social Data

Community Platform & Operations

Internal Communities of Practice

Promoter & VIP Communities

Customer Communities

External Communities

Dell Experts drive community engagement.

Vision: Vibrant communities inside & out

-Internal Communities of Practice

- Exclusive Promoter & VIP Communities

- Segment-based Customer Communities

- Priority “Outpost” Communities

Reputation system across contexts.

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Reputation Goals

• Common vocabulary about online reputation at Dell.

• Comprehensive and consistent design patterns

• Centralized system that supports multiple contexts:

– On Domain

– Federated / Partner

– Social Web

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Reputation in Context

Customer Communities

, Blogs, Wikis

Advocates

Internal Communiti

es

External Community

External Community

External Community

Karma: Identify internal expertsContent: Promote Dell-expert content

Karma: Surface fans, reward advocacyContent: Promote advocacy content

Karma: Highlight Topic ExpertsContent: Promote content, verified answers, bury abusive comments

Karma: Aggregate accreditations, achievements and graphContent: Recommendations & comments

Reputation in context is a necessary tool. Reputation shared across all meaningful contexts is a game-changer.

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Reputation System: Key Areas

Topics & Topic Expert as key opportunities

Evaluation of content (for improvement & highlighting)

Recognize contributors via quality Karma, based on roll up content reputation

Encourage specific behaviors from all members by property > context > topic area

Incent based on participation karma (badges)

Social media integration (inherited reputation)

Leverage social graphs, “likes” and content

Online Reputation in (and across) Context(s)

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Fireside Chat!

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Q: Why is there no Central ReputationScrutinizer?

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Q: Why can’t online reputation translateinto $$$?

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Q: Why not haveabsolute karma scores?

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Your Questions?