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© 2009, Converseon, Inc. Proprietary and Confidential.
Converseon Social Media Approach to Reputation
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Presented by: Paull YoungSocial Media Strategist@paullyoung @converseon
© 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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© 2009, Converseon, Inc. Proprietary and Confidential.3
© 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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© 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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© 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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© 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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© 2009, Converseon, Inc. Proprietary and Confidential.
Getting from Here to There…
© 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
Social media
Reviews
Newsgroups
Detractor sites
Blogs
Forums
Video
The “waterline”
visibility
control9
© 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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© 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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© 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
© 2009, Converseon, Inc. Proprietary and Confidential.
Real Brand Examples
© 2009, Converseon, Inc. Proprietary and Confidential.
Established 1878
Myth 1: Social Media is Just for Geeks
© 2009, Converseon, Inc. Proprietary and Confidential.
Yarncraft Podcast & Lion Brand Notebook
© 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
© 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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© 2009, Converseon, Inc. Proprietary and Confidential.
Conversation Mining Data
© 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
© 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
“
© 2009, Converseon, Inc. Proprietary and Confidential.
Last Week: WWF, DDB & 9-11
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© 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.”
“
© 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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© 2009, Converseon, Inc. Proprietary and Confidential.
Myth 4: People Just Complain Online
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© 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
© 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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© 2009, Converseon, Inc. Proprietary and Confidential.
Thank You
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Presented by:
Paull YoungSocial Media Strategist@paullyoung @[email protected] x313