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8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 1/28
Social Business StrategyLondon
+44 (0) 7887 644 799
Copyright Purple Spinnaker Limited December 2010
Online Social Media Monitoring
Reputation & Campaign Management
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 2/28
Monitor Understand Plan Manage
Scenario Planning
Brand
Reputation
Customer Experience
Employee EngagementUnions
CEO
Shareholders
Monitoring Programs
Who is talkingWhere are they talking
What are they talking aboutYouYour competitors
Who is listeningIs it damagingIs it positive or negative
Online & Social Brand & Reputation Management
Issue Management Policies Define key actionsReport to stakeholders
Define key responses
Join the conversationMake a statement
Listen, learn and informChange a business processEmpower colleagues
2Colleague Awareness & Education Program
Understand Impact & Risks
BrandReputationShareholdersCustomers
Executives ReputationRegulationCompetitors
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 3/28
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 4/28
News websites and blogs
BBC
GuardianFT
Sky News
Twitter - Tweetdeck
YouTubeIndustry websites and blogs
Banking
CIO
Business
Forums
Consumer Action Group
Conversations, Commentary & Noise
Marketing
Independent Blogs Commentary
Mobile News
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 5/28
Consumer Campaigns – Stop HBOS
5
Website/Blog
Financial Journalist
507 members
The Support
Online Petitions Democracy Websites
The Campaign
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 6/28
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 7/28
Reasons for Online Activity
Product Launch
Campaign Launch
Marketing Activity
Company announcement
Financial statements Good news Bad News
Customer Issue/Grievance Poor customer experience/service Good customer experience/service
Change in Leadership
???????
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 8/28
HBOS/Lloyds – All Conversation
General Conversation - Lloyds & HBOS
High levels towards end of November and beginning of December
Sustained levels of conversation throughout December
24th November 2009LLOYDS BANKING GROUP ANNOUNCES A PROPOSED RIGHTS ISSUE
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 9/28
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 10/28
Identify Top Influencing Sites
On topic posts from top 10
influencing sites
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 11/28
Conversation BreakdownWord & Phrase Drilldown - redundant
• 30th November – Lloyds announce 410 job losses in Brighton
• Clear Spike on 1st December –
may be attributed to redundancy announcements
• 14th December - LLOYDS BANKING GROUP PLC ANNOUNCES STRONG SUPPORT FOR THE RIGHTS ISSUE
• Second wave of spikes mid December – may be attributed to announcement about rights issue
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 12/28
Conversation Cloud - 1st December
Frequently used words on the 1st December spike in conversation
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 13/28
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 14/28
North Stand Chat continued
“ ...our jobs are going too. We
didn’t want to be taken over either.
My job is being offshored
and I have to teach them how to do it.
“ ...lost her job at lloyds after 16 years service .”
“I work for Lloyds and
my job is going to HBOS workers ...”
Analysis of Conversation (2)
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 15/28
Trending Topic & Word Cloud
Peak activity on 30th November
Lloyds announce job cuts in Brighton
Conversation Cloud from key words
Jobs & Lloyds
Lloyds & IT
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 16/28
Tweetdeck - Twitter
Results should be used as an indicator of activity
at a single point in time – 3rd December 2009
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 17/28
Addictomatic
17
Results should be used as an indicator of activity
at a single point in time – 16th January 2010Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 18/28
Social mention
HBOS
Results should be used as an indicator of activity on 13th December 2009.
Free tool used with NO visibility of blogs or websites included in the analysis.
Lloyds Banking Group Lloyds
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 19/28
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 20/28
Monitor Understand Plan Manage
Forrester Technographics ladder
Key Take Aways…
Not everyone is a contributor
More people follow than participate
Just because you can not see themdoes not mean they are not there
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 21/28
Monitor Understand Plan Manage
Intensity of BuzzConversation & Commentary
A d v o c a c y – P
o s i t i v e - N e g a t i v e
HIGH
HIGH
Advocacy
Buzz
Success
CrisisRevise& adapt
Communicate
0 1 2- 1
1
2
- 1
- 2
- 2
SuccessLots of positive buzz
CommunicatePositive buzz, can we capitalise and spread the word?
Revise & adapt
Low levels of activity, negative or limited advocacy – revisestrategy or campaign to re-energise
Crisis High levels of negative buzzUnderstand issue, take action (see later slide)
Understand Impact
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 22/28
U de sta d pact
22
Area of Impact
• Brand• Reputation• Shareholders
• Customers• Executives Reputation• Regulation
• Competitors
Intensity of Conversation& Commentary
I m p a c t o n B u s i n e s s
HIGH
HIGH
Intensity
I m
p a c t o n B u s i n e s s
Viral Spread of Topic
I m
p a c t o n B u s i n e s s
HIGH
HIGH
Viral
Duration of activity
LONG TER
HIGH
Period of Activity
Level of Impact
• Industry Level• Enterprise Level• Directorate
• Function• Leader/Executive
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 23/28
Monitor Understand Plan Manage
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 24/28
Marketing & Sales
Listen, Plan, Execute, Review Develop an Success Factor System
Monitor Understand Plan Manage
Level Description Result Action
Success Strategy &/or Campaign successful Increase in SalesIncrease in Brand
ReputationAwareness
Learn from success of strategy &/or campaign and re-usein future campaigns.
Communicate Positive Advocacy, med to low buzz,
increase activity to capitalise onpositive advocacy
Move to success Revise communication based on understanding of
conversations, where customers and competitors areengaging and develop plan to expand presence, &increase activity.
Review,Adapt
Campaign may be waning, Low activity, lowadvocacy
If end of campaign – has it been successful, if ongoingcampaign, review and adapt using learning's.
Crisis Low levels of reactive activity tospecific issues
Risk of escalating Monitor - ready to implement 6 level response plan – seenext slide on CRISIS
Monitor Understand Plan Manage
Identify key groups to engage withIdentify key communication tools
Identify and engage in “key conversations” Listen & RespondReview, revise and re-invigorate
Develop Social Communication Plan
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 25/28
CRISIS
Develop a business awareness and colleague education plan Develop an Issue Rating System
Monitor Understand Plan Manage
Level Description Risk Action
Severe Legal/Regulatory/ Confidential Information Leak
Legal/Regulatory Investigate, take action, may be legal in very severecases
High High intensity of chatter with a
significant viral impact (breadth ofspread AND/OR importance of target
audience)
Reputation, Brand,
business, executive,customers
Evaluate probable impact on business area and take
action
Medium Medium levels of active Risk of escalating Monitor - ready to implement 6 level response plan
Low Low levels of reactive activity tospecific issues
Risk of escalating Monitor - ready to implement 6 level response plan
Monitor Understand Plan Manage
Level 1 - Ignore issues which have minimal impact
Level 2 - Monitor Issues to identify changes in activityLevel 3 - Identify and engage in “key conversations” Level 4 - Acknowledge understanding and outline remedial actions
Level 5 - Listen & RespondLevel 6 - Take Action
Develop Response Level Plan
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
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Monitor Understand Plan Manage
M E l
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 27/28
Manage - Examples
Virgin Trains
Commuter on stalled train uses twitter to vent about no air con and hot passengers Virgin Trains monitor twitter and pick up complaint Commuter asked which train and what is the next stop Virgin Trains offer
all passengers in problem carriage free refreshments at next stop Refund for journey
Passengers Placated Positive Experience – positive story told and repeated
Virgin empower their customer service teams to identify, respond to or escalate complaints
Technology Vendor – David and Goliath 19 year old employee leaks product price 24hrs early on their personal blog Vendor identifies employee and takes action against junior employee Blogosphere gets wind of story Blog swarm activates against vendor for bullying a naive junior employee Vendor backs down
Story dies down and goes away
27
Monitor Understand Plan Manage
Social Media Guidelines - example
8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF
http://slidepdf.com/reader/full/online-reputation-campaign-monitoring-full-deck-pdf 28/28
Be aware that what you publish will live in the ether forever (or a very long time) Honesty, we ask you to be honest and provide factual information Please do not criticize clients, colleagues or business partners Please ensure the information you provide is factual Do not disclose company confidential information Please link to online references and original source materials directly We value your opinions and ask that you put these forward respectfully Please add value when creating a post or commenting on others posts Use your voice, please use your own voice when contributing, we understand that
new bloggers take a few posts to settle into their own style Please correct errors promptly Please respect others points of view Please reply to comments as promptly as possible Please ensure all links to external sources are valid Please identify yourself, relationship to “company/organisation” and area of expertise
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Monitor Understand Plan Manage