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1<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Beyond Blogs and Social Networks
December 1, 2005
2<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
The CGM Universe is Big
More than 1 billion postings and growing at 30%
CGM: (in millions) 2003 2004 2005 2006
Online Discussion Boards/ 768MM 960MM* 1200MM* 1500MM*
Forums/Review (Opinion) Sites
Google Groups / Usenet Forums 42MM 48MM* 52.8MM* 58MM*
Blogs (i.e. Web Logs,
Digital Diaries) 25MM 84MM* 168MM* 252MM*
Total CGM 835MM 1092MM 1421MM 1810MM
% Consumers creating CGM 18% 20% 24% 32%
Source: Intelliseek
3<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
It’s Influential
4<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Converseon Study: 39% of top search engine listings for BW 100 derived from CGM
Corporate listings
Consumer Generated Media
Consumer Generated Media
Competitive Site
It’s Highly Visible
5<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
And it Can Work For – or Against – You
6<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Starbucks Detractor Blog Example
7<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Why Blogs Matter?
A brand is an “experience that creates an impression”
Brand and product reputation is clearly a discussion that creates a
perception
Companies have a stark choice
They can ignore the discussion and let others define them
Or they can join the conversation, help influence it, and define
themselves
8<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Are You Ready to Join the
Conversation?
Good!
9<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Understand and “Map” the Conversation
Conversation Mining technology scours public, online discussion areas to capture, understand and report the products, issues and opinions that consumers share between and among themselves
10<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Understand and “Map” the Conversation
Conversation monitoring and mapping tells us: What is being said about your company? Is it positive, negative, neutral? Key issues? Key Topics? Volume increasing? Decreasing? Are there concerns, misperceptions that need to be addressed? What issues/features are most important to target audiences? What are most influential venues? Posters? How is client faring in CGM versus key competition? What is visibility of opinion in search engines?
This intelligence provides basis for development of an effective WOM and communications plan
11<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Map the Conversation
Topic Mapping Example
12<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Typical Online Brand Conversation
Early AdopterPotential
Evangelists (10%)
Core “Persuadable”Target Audience
(Early/Late Majority – 80%)
Competitors, Determined Detractors
(10%)
Mobilize Engage Minimize
13<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Develop Triage Blog Strategy Based on Intelligence
Mobilize influentials and potential allies to blog on your behalf
Affiliate Marketing
Contests
VIP Reviews
Community Networks
Engage blogosphere via enterprise blog strategy based on business goals
Thought leadership
Content syndication
Internal communications
Acquisition
“Buzz”
Education
Minimize visibility determined detractor blogs
14<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Blog Affiliates Are Natural Evangelists
15<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Blog Communities Can Evangelize
Paypal’s DevelopersNetwork Brings TogetherCommunity of Developersto Share Ideas
16<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Sweepstakes, Contests, Promotions
School Teacher George Master’siPod commercial swept the blogosphere.
It was not sponsored by Apple,but it helped open the door to possibilities…
17<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Thought Leadership
Hitachi Data System’sCTO Provides Commentaryand Insight into IndustryTrends
18<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Content Syndication via RSS Enablement
19<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Direct Outreach
Brands can reach out directly in appropriate and transparent manner to:
Educate
Inform
Demystify
The “Starwood Concierge” participates in appropriate venues as resource to consumers
20<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Search Engine Reputation Management (SERMA™)
Blogs Can Help Maximize Shelf Space
21<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Paid Search
Natural Results – Search Engine Optimization
Search Engine Marketing: Shelf Space Defined
22<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Search Engine Reputation Management (SERMA™)
Minimize Determined Detractors
Founded on simple premise: According to research firm, Jupiter, 75 percent of
search engine users never scroll beyond the first page of results. And it is very rare
for a user to scroll past the top twenty (two pages) of search results listings
The critical battleground for reputation management is what content appears within
the top twenty listings under a relevant company searches
Via a successful SERMA implementation, companies that fully leverages its
content, properties and partners can help control the top listings under their name
and key permutations. The benefits are two-fold:
Provides a highly-visible forum to provide accurate and important information about a
company to key constituents
“Pushes” negative listings off the “visibility cliff”
23<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
Key Elements of Successful Blog Strategy
Establish corporate blog policy
Harness, don’t squelch
Be Committed
Speak with authenticity
Take the high road
Be prepared for critics
Let your personality come through
Consider legal parameters
Listen to conversation, then respond
Optimize
24<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
What Not to Do
25<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
What Not to Do: Disregard Transparency
Mazda’s creation of a “fake blog”to launch viral ads fell flat andNegatively impacted the brandIn CGM
26<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
What Not To Do: Disguise Intentions
Some Not So Clever Rebuttals:
“The Neanderthals at Starbucks have begun sending shills to the site…I’m saving their messages in this special section of the site.”
Depending on the nature of site, reaching out directly to sites for discussion often has decidedly mixed success.
27<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
What Not to Do: Ignore the Conversation
Some marketing experts say Dell and other companies have little realistic choice other than to institute polices that address complaints posted on blogs and other consumer-generated forums
28<< Conversation, Conversion, Convergence >> Copyright © 2005, Converseon, Inc. www.converseon.com
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