online reputation & campaign monitoring - full deck - pdf

8/8/2019 Online Reputation & Campaign Monitoring - Full Deck - PDF

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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




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



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




Consumer Campaigns – Stop HBOS

5

Website/Blog

Financial Journalist

507 members

Twitter

The Support

Facebook

Online Petitions Democracy Websites

The Campaign




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

???????




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




Identify Top Influencing Sites

On topic posts from top 10

influencing sites




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




Conversation Cloud - 1st December

Frequently used words on the 1st December spike in conversation




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)




Trending Topic & Word Cloud

Peak activity on 30th November

Lloyds announce job cuts in Brighton

Conversation Cloud from key words

Jobs & Lloyds

Lloyds & IT




Tweetdeck - Twitter

Results should be used as an indicator of activity

at a single point in time – 3rd December 2009




Addictomatic

17

Results should be used as an indicator of activity

at a single point in time – 16th January 2010Monitor Understand Plan Manage



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





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

http://blogs.forrester.com/.a/6a00d8341c50bf53ef0120a7d7a3be970b-pi




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



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




Marketing & Sales

Listen, Plan, Execute, Review Develop an Success Factor System


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


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



CRISIS

Develop a business awareness and colleague education plan Develop an Issue Rating System


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


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




M E l



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

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Social Media Guidelines - example



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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online reputation & campaign monitoring - full deck - pdf

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