Mesh 08: Reputation Monitoring Ladner
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Sam Ladner's presentation on reputation monitoring and management at MESH08 Toronto.
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Mesh 08: Reputation Monitoring Ladner
- 1. Reputation management and monitoring Sam Ladner, PhD MESH 2008
- 2. What is a “reputation?”
- 4. I wonder if she likes my 1. We imagine how we outfit. appear to others.
- 5. That’s a really great tie. She 2. We imagine how thinks I’m shallow. others judge that appearance.
- 6. Oh you think so? I didn’t even look when I put it 3. We react to that on. imagined judgment.
- 7. What the…? This is no way to manage a reputation.
- 9. 1. Hidden Online sources lack contextual cues we take for granted in the off-line world. The New Yorker The digitization of word-of-mouth: Promise and challenges of online reputation systems C Dellarocas - Management Science, 2003
- 10. !!!!! !? ?? $$ !!?$ 2. Digital !!$ Online interactions are easily broken down, re-arranged, “mashed up” and aggregated.
- 11. 3. Proliferating a. 48% of North Americans participate in social computing b. 30% of Americans of have posted online ratings c. But! The average Canadian spent 35% more minutes talking on the phone on 2003 than in 1997 Forrester Research; Statistics Canada
- 12. “Measurement is...the assignment of numerals to things as to represent facts.” S. S. Stevens. 1946. “On the Theory of Scales of Measurement.” Science. Vol 103. No. 2684
- 13. Ceci n’est pas un réputation.
- 14. s=√Σd2/n- 1? How do you measure an z = 1.96 online reputation?
- 15. Reputation Measurement Options Are we being How are we Can we judged? being respond to judged? that judgment? Social media analytics ✔ ✔ tools Social media observation ✔✔ ✔✔ tools Social media response ✔✔ ✔✔✔ ✔ tools
- 16. Reputation Measurement Options Are we being How are we Can we judged? being respond to judged? that judgment? Social media analytics ✔ $ tools Social media ✔ ✔ observation $$$ tools Social media response ✔ ✔ $$$ ✔ tools
- 17. • Technorati • Digg.com Social media analytics tools • Del.icio.us • Google Trends • ePinions.com • Web analytics
- 18. What are people saying? How reputable are the people talking? What kinds of media are people posting?
- 19. Analysis still required! No aggregation
- 20. Authenticity Some aggregation
- 21. Are we How are we Can we being being respond to judged? judged? that judgment? Technorati ✔ ✔ ePinions ✔✔ ✔ Google Trends ✔ Web analytics ✔ Delicious ✔ Digg.com ✔✔ ✔
- 22. • Neilsen Buzz Metrics Social media • Cymfony observation tools
- 23. 10th most Most frequently frequently mentioned mentioned Nostalgic Health references references
- 24. Are we How are we Can we being being respond to judged? judged? that judgment? BuzzMetrics ✔✔ ✔✔ Cymfony ✔✔ ✔✔✔
- 25. • Umbria • TruCast Social media response tools
- 26. Segmentation analysis Brand mentions
- 27. Reputation sentiment Blogger targeting and tracking
- 28. Are we How are we Can we being being respond to judged? judged? that judgment? TruCast ✔✔✔ ✔✔✔ ✔✔ Umbria ✔✔✔ ✔✔✔ ✔
- 29. • Systematic • Develop standard metrics; stick to them • Regular • Measure at Best practices consistent intervals • Governed • Assign accountability for metrics • Create a task force
- 30. ….? Conversation !....!!
- 31. Sam Ladner, PhD samladner@mac.com http://designresearch.wordpress.c om