online reputatie management: van boksbal naar gerichte contentstrategie
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Presentatie De Marketing Dagen 2012TRANSCRIPT
Online reputatie management: van boksbal naar gerichte
contentstrategie
Ronald van der Aart | De Marketing Dagen 2012 Utrecht | 24 april 2012
“A social trend in which people use online technologies to get what they need from each other”
Six levels of trust
Level #1 Personal experiences Level #2 Recommendation of peers Level #3 Social networks & blogs Level #4 Recommendation of authorities Level #5 Communication of a company (i.e. website) Level #6 Advertising
“Transparency Tyranny” trendwatching.com
“The Internet has made public relations public again”
David M. Scott, The New Rules of Marketing & PR, 2007
Start making sense …
• Meer buzz over merken dan ooit. • Communicatie van merken niet vertrouwd. • Merken minder invloed (C-2-C). • 24/7 Feedback op je gedrag. • ‘Je deugt’ of ‘je deugt niet’. • En dat is zichtbaar. Voor iedereen. • Koopgedrag is veranderd. Voorgoed.
Online reputation management The practice of monitoring the Internet reputation of a person, brand or business, with the goal of suppressing negative mentions entirely, or pushing them lower on search engine results pages to decrease their visibility.
Tactics New content creation. Involvement in the social web sphere. Promotion of existing positive content. Building social profiles. Formal "take-down" requests. Litigation. Writing false positive comments and reviews.
Online Reputatie Management
Defensief | reactief | enge zin Luisteren naar, analyseren van en reageren op negatieve user generated content rondom een merk.
Offensief | pro-actief | ruime zin Verbeteren van de verstandhouding tussen een merk en haar stakeholders door pro-actief en consistent betrokken te zijn bij relevante online conversaties.
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‘Advanced listening platforms’ vier basisfunctionaliteiten
Data collection
Online Media
CGM
Offline media
Customer media
Data processing
Text mining
Human analysis
Natural Language Processing
Insight delivery
Dashboards
Reports
Services
Engagement
Collaboration
Campaign management
CRM
Bron: o.a. Forrester Research, Inc.
‘Advanced listening platforms’ Nederlandse markt sterk in beweging
• Taal. • Brontypen. Bronnen. • Frequentie updates. • Analyse (trend, sentiment). • Dashboards. Rapportages. Alerts. Export. • Single user, multi-user, teams, clients. • Integratie (workflow, CRM, campaigns). • Gebruiksgemak. Prijs.
‘Advanced listening platforms’ selectie afhankelijk van specifieke toepassing
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http://www.slideshare.net/rvdaart
8 Succesfactoren webcare
1. Onderdeel van customer care strategie. 2. Heldere opdracht en intern draagvlak. 3. Interne afstemming. 4. Snelle response. Capaciteit. 5. Mandaat. Rules of engagement. 6. Geschikte tooling. 7. Feedback in customer experience teams. 8. Coördinatie in social media expert group.
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Social media objectives Jeremiah Owyang (2010)
Dialogue Advocacy
Support Innovation
internal external
Social Media Content Strategy
7 Layers 1. Voorkeuren doelgroep. 2. Thema. 3. Keywords. 4. Vorm. 5. Tone-of-voice. 6. Timing. 7. Online ecosysteem.
Source: o.a. Radian6, november 2011
send
search share
media
media & stakeholders
News Triangle
Stone age
Now
Source: RepMen, 2012
Questions & answers
More info +31 6 43 10 31 20 [email protected] repmen.com linkedin.com/in/rvdaart @AmazingPR facebook.com/repmen