Here are all of the posts tagged ‘reputation management’.
It’s time for We Are Social’s Monday Mashup, a quick round up of research, news and case studies that caught our eye over the last week and we thought were worth sharing. Here’s our pick of some of the web’s finest.
Crowdsourcing advertising – can it work?
A fine post by Amelia Torode about Peperami’s decision to crowdsource their latest interactive advertising campaign. It calls into question the monetary reward being offered, the inadvertent creative role that Idea Bounty has taken in vetting a manageable number of ideas for the client to chose from, and the implications for agencies:
Maybe it just troubles me as the logical conclusion of an initiative like this is that you don’t need agencies anymore, you simply crowdsource the creative ideas cheaply and then partner with production houses.
The post kicked off a lengthy discussion in the comments section, so get a cup of tea and start scrolling. It’s worth the read.
Trouble At Twitter: U.S. Visitors Down 8 Percent In October
Twitter’s explosive growth of 1271% from October 08 – October 09 was bound to slow down eventually, but recent numbers from comScore have demonstrated that last month “the number of people who visited Twitter.com from the U.S. actually declined for the first time by 8 percent month-over-month”.
Twitter has been working furiously to make its website better by rolling out the new Retweet button, Lists, and Geolocation features. As Twitter loses ground in its home market (and Facebook keeps moving ‘further and further ahead’) the question is whether the new changes will be enough to reverse this downward trend?
LinkedIn works with Twitter, and vice versa
Last week LinkedIn and Twitter announced a partnership that allows your LinkedIn status to show up as a tweet when you set it, or for a tweet to also appear as your LinkedIn status. The rationale? “Because when you’re trying to get something done, you want Twitter and LinkedIn to work together”.
In effect, the move is meant to save you time while you promote your professional identity across the web and cut out having to login on multiple platforms to share the same status/message. And crucially, you can be selective about what appears in your LinkedIn profile i.e. you can set LinkedIn so that all your tweets appear, or only those with the hashtag #in.
SideWiki changes everything
If you haven’t been keeping up with Google’s SideWiki innovation, this post is a good place to start. PR guru Mark Borkowski considers the impact that SideWiki will have on reputation management and PR on the web.
Few people in PR, it seems, have considered the way that SideWiki will change the lives of beleaguered PR folk. In time, this tool will significantly change the way brands strategise, think and exist. SideWiki is going to challenge PR by providing the masses with the tool for the ultimate expression of people power, something uncontainable that will need constant monitoring.
A sweeping statement? Yes, but read on.
Did CoTweet just take Twitter’s business model, and future customers?
Twitter’s usefulness and exceptional growth are as legendary as its lack of revenue stream and business model. The key question here: “what happens if Twitter takes too long and third parties take over the market?”
CoTweet might be doing just that, and the startup has recently launched a paid for service to allow clients to “reach and engage customers using Twitter.” Econsultancy examines the diminishing market opportunity for Twitter, as 3rd parties like CoTweet develop direct commercial relationships with brands and advanced tools for them to manage their relationships online.
People open to marketing in social media
This is reassuring news for those who, say, work for social media agencies.
Performics conducted a survey of more than 3,000 U.S. consumers, which “comprised 100+ questions to determine how various segments of consumers use social networks in their daily lives, specifically in regard to finding out about different types of products and in relation to other media channels”.
The study found an immense opportunity for gaining customers and growing sales so long as marketers “communicate relevant messages in consumers’ language and on their terms”.
The Connected Brands Index
Last week iCrossing introduced the Connected Brands Index, some research out of the US designed to measure a brand’s effectiveness online “not just on their own properties, but also across search and social media”.
According to iCrossing, a successful online brand is made up of five key attributes – visibility, usefulness, usability, desirability, and engagement – which can be measured by looking at 65 different metrics.
This research does not tell you what the most connected brands on the web are, but looks at the top 10 global brands according to the Interbrand study and should serve as future reference for benchmarking. Download the full research here.
The feature article in today’s Marketing, ‘Twitter enters the mainstream for brand communication‘ covers work we’ve done for three of our clients, with the obligatory introductory mention of Stephen Fry and his 130,000 followers, moving on to part of what we do for Skype:
Robin Grant, managing director of social media agency We Are Social, agrees that, if used wisely, Twitter can help reduce negative word-of-mouth online and assist with brand building. We Are Social client Skype, for instance, uses Twitter to ‘respond to people having issues with or asking questions about Skype’, according to Grant. ‘If we can respond, they tell their friends what brilliant customer service they’ve had from Skype.’
And then some of the work we’ve been doing with Ford:
Ford took more of a campaign approach to promote its latest Fiesta. It backed its ‘This is Now’ TV campaign with blog and Twitter activity encouraging consumers to submit photos and art and design-related discussion posts. Despite Ford’s Twitter activity, though, the car marque’s communications manager Lisa Brankin claims Twitter remains ‘niche in its appeal’. She adds: ‘By itself it is not strong enough but it can be valuable as part of a wider campaign.’
Twitter’s growth is heading in the right direction, but as We Are Social’s Grant argues: ‘Brands need to think carefully about what impact any commercial use of Twitter is likely to achieve before investing any significant resources in it.’
The cover story from Fiona Ramsay about Twitter’s plan to start charging brands (subsequently picked up by Techcrunch and others), starts from a quote straight from the horse’s mouth:
Co-founder Biz Stone told Marketing: ‘We are noticing more companies using Twitter and individuals following them. We can identify ways to make this experience even more valuable and charge for commercial accounts.’ He would not be drawn on the level of charges.
Stone said it could also create revenue-generating features to tap into the way brands use Twitter as a hybrid marketing and customer-service tool.
But Bob Pearson, vice-president of communities and conversations at Dell, said: ‘If it becomes complicated and costly, our instinct would be to move elsewhere.’ Robin Grant, managing director of social media agency We Are Social, said Twitter could charge for display ads or to access customer information for marketing.
I had quite a long philosophical conversation with Fiona about this when she was writing the article, and expressed my scepticism about Twitter charging for brands using Twitter normally (which is not entirely summed up with the quote she used, but it least got across the idea they’d look at charging for added value services rather than the standard free functionality). As I said in the comments of the article:
The challenge Twitter will face is that there’s such a grey line between personal and commercial use.
Aside from the celebrity issue, where they are clearly individuals, but using the service for commercial gain, it’s grey elsewhere too.
If I spend a lot of my time on Twitter talking about business related stuff, where does that leave me?
For brands overtly using Twitter, it’s not black and white either. Look at Ford’s Scott Monty for example (@ScottMonty), who uses his personal account to represent Ford. Even the account we run for Skype (@PeteratSkype) is as an individual not a brand (as is the same for most of Dell’s accounts). And of course Zappos famously have hundreds of employees on Twitter.
Let’s face it, one of the reasons that Twitter is popular is because it’s such an interesting mix of both your personal and your business life – in fact, unlike Facebook or LinkedIn, it lets you be the whole you. Twitter will be risking a lot if they try to change this.
Which has since proved to be correct, with Biz Stone publishing this clarification on the Twitter blog:
It’s great that both individuals and organizations are finding value in Twitter and there may be ways we can enrich the experience. In fact, we hope to begin iterating on revenue products this year.
However, it’s important to note that whatever we come up with, Twitter will remain free to use by everyone – individuals, companies, celebrities, etc. What we’re thinking about is adding value in places where we are already seeing traction, not imposing fees on existing services.
At We Are Social towers, we were rudely awakened on Thursday morning to a brewing Twitterstorm to deal with. Robert Scoble was Twittering to his 53k+ followers live from the Davos summit. Here are the edited highlights:
Scobleizer: @AnthonyHocken I hear Stephen Fry’s Twitter account isn’t done by him but rather is done by his PR firm. Lame if true.
Whatleydude: @Scobleizer I believe a PR firm helped @stephenfry set up his account (@wearesocial) …but us Brits can assure you, it *is* him.
Scobleizer: Getting lots of pushback on Stephen Fry from people who say he’s actually doing his own Tweets.
mbites: @Scobleizer yeah @stephenfry is the real deal
wearesocial: @Scobleizer @stephenfry is doing his own Tweets! We helped get him set-up and gave him initial advice, that’s all. Could you please RT?
Scobleizer: RT: @wearesocial @stephenfry is doing his own Tweets! We helped get him set-up and gave him initial advice, that’s all.
Scobleizer: @wearesocial glad to help clear that up. A PR company exec told me it was done by PR. I love Twitter took minutes to clear up incorrect info
vendorprisey: @scobleizer Surely the next tweet should read, sorry @stephenfry ?
Scobleizer: RT @vendorprisey: @scobleizer Surely the next tweet should read, sorry @stephenfry ? (My answer: yes. I’m sorry).
This may seem like a Twitterstorm in a teacup, but the threat to Stephen’s reputation (and ours) was real. It was essential that we acted fast to establish the truth before it spiralled out of control (in the end we were able to nip it in the bud within an hour). In fact, it was a microcosm of how we pre-empt and deal with situations like this on behalf of any of our clients:
- Make sure you’re already respected members of relevant communities and have built strong friendships in them before any crisis erupts.
- Listen carefully to the conversations relevant to your brand at all times
- When appropriate, respond quickly in an open, honest and human way
Those friends mentioned in point 1 are the ones who are likely to come to your aid when it matters, just as ours did above – remember that their voices may carry more weight than your own, especially in these cynical times.
This is an approach that works for clients large and small, both in everyday conversations about their brands anywhere in social media and when confronted with much bigger crises than the one above. It was battle tested during Skype’s China crisis last year and passed with flying colours.
If you’d like to know more about how we helped Skype handle that situation or our how we help brands with online reputation management, conversation response, corporate blogs or advocacy programmes, then don’t hesitate to get in touch.