How can you know who’s talking about you and in what terms they are doing so ? How do you handle comments ? How do you use these comments in order for them to become assets to your image and your reputation ? How do you transform them into opportunities to find new product ideas or to improve your range ? We’ve developed an exclusive methodology for analysis and management of your e-reputation. It is based on a scientific method that has proved its worth in the world of scientific research. Thanks to our E-Reputation Manager, we will help you to know these barriers and to build a relationship of trust with this specific audience. THE METHODOLOGY OF THE E-REPUTATION MANAGER in 4 STEPS 1/ Preaparation 2/ Diagnostics 3/Evaluation and recommendations 4/ Follow-up E Reputation Manager : tracking your on-line reputation and sentiments in different languages 
(FR / NL / EN / etc. ) all across the world, including your competitors

Across 100 millions blogs sites, 20.000 medias sources and social medias 
(Facebook, Twitter, LinkedIn, etc.) E-reputation contributes to your success * Awareness of new trends * Monitor the competitors * Search for rumours about the company * Understand consumers * Follow up the reputation * Detection of the early signs of a crisis More informations : http://mission-systole.be/EN/e-reputation-manager/

1. E-REPUTATION MANAGER
an exclusive analytic tool for your online reputation
by Mission-Systole

2. WHAT ?
‣ How can you know who’s talking
about you and in what terms they
are doing so?
‣ How do you handle comments?
‣ How do you use these comments
in order for them to become
assets to your image and your
reputation?
‣ How do you transform them into
opportunities to find new product
ideas or to improve your range?
Image source : Nationaal Archief - Flickr : http://www.flickr.com/photos/nationaalarchief/3281460444/

3. SOME KEY FIGURES
“If you make your
“Today, anyone
customers angry [...], they with a camera or an
may talk to each of their 6 internet link can cause
friends. On the Internet, your a lot of damage.”
unhappy customers can talk to
each 6000 friends.” - Patrick Doyle, President
Domino’s Pizza
“Only 15% of
- Jeff Bezos, Amazon CEO “74% of surveyed leaders are currently
employees think it is easy concerned about the
to damage the reputation of reputation in social
a company on social medias” networks although 58%
- Portail des PME , Caroline
consider the subject
Chanlon : http://portail-des- important.”
pme.fr
- Deloitte Study

4. SOME KEY FIGURES
Original Image source : Thoth, God of Knowledge- Flickr : http://www.flickr.com/photos/thoth-god/4166624839/
“82% of surfers considering the purchase of a product take
into account the opinion of surfers on social media.”
“73% of consumers think the notes and consumer
opinions are useful in their online buying process.”
“70% trust the opinions of other surfers.”
- Nielsen, Performics social highlights 3, The State of Social Commerce Infographie, Booz & Company

5. E-REPUTATION ?
‣ Confidence that your surroundings gives you, is
measured by the so-called reputation. The word
"reputation" comes from the Latin "reputatio" which
means "evaluation".
‣ Reputation is therefore a social assessment, or
simply the opinion of one or more persons over
another. An opinion is a value judgment. It has a
subjective dimension.
Image source : Wikimedia Commons : http://commons.wikimedia.org/wiki/File:SteveJobs.jpg
‣ Sometimes it is based on observable facts and
undeniable truth. But most often the opinion
expressed is in the most negative of the term; it
comes to rumor, prejudice, or statements of lies to
destroy a rival.

6. 101 ways
to get a
good... ...or a very
bad online
reputation
The Conversation Prism by Brian Solis - http://www.theconversationprism.com

7. MISSION-SYSTOLE OFFER AN EXCLUSIVE TOOL:
"E-REPUTATION MANAGER"
‣ We’ve developed an exclusive
methodology for analysis and
management of your e-reputation.
‣ It is based on a scientific method
that has proved its worth in the
world of scientific research.
‣ Thanks to our E-Reputation
Manager, we will help you to know
these barriers and to build a
relationship of trust with this
specific audience.
Image source : The Library of Virginia - Flickr : http://www.flickr.com/photos/library_of_virginia/2898490491

8. BENEFITS FROM MONITORING YOUR
E-REPUTATION
‣ E-reputation contributes to your success.
• Awareness of new trends
• Monitor the competitors
• Search for rumors and “urban legends” about the company
• Understand consumers
• Follow-up the reputation
• Detection of the early signs of a crisis
Image source : Marion Doss - Flickr : http://www.flickr.com/photos/ooocha/3085441605

9. THE METHODOLOGY OF THE
E-REPUTATION MANAGER IN 4 STEPS
‣ 1. Preparation
• analysis of your expectations and needs
• define the type of strategic recommendations and the
type of documents expected
‣ 2. Diagnostics
• put in place the monitoring and the opinion analysis.
It has two parts:
• 1) a part on the narrative of the audience to identify the
places where the opinions, stereotypes, controversies
regarding your brand, competitors, sector of activities
are created, developed and distributed. Image source : Wikimedia Commons : http://commons.wikimedia.org/wiki/File:PDCA-Cycle.png
• 2) a part on the “official” comments of the organization
(e.g. communication campaigns, press releases, posts
on social networks…) to evaluate them in order to
better understand their impact or to change the
communication strategy.

10. THE METHODOLOGY OF THE
E-REPUTATION MANAGER IN 4 STEPS
‣ 3. Evaluation and recommendations
• development of a strategy of actions based on the
evaluation of the negative impact the both narratives
have had or could have on your organization, brand or
product, the consequences and the possible attitudes
you could adopt in order to better manage them.
• Clearly inform your audience
• Be discrete
• Find out who is responsible
• Conduct symbolic actions
• Use these criticism to use them in your advantage
• Use legal responses
‣ 4. Follow-up Image source : Wikimedia Commons : http://commons.wikimedia.org/wiki/File:PDCA-Cycle.png
• monitor the evolution of the unofficial narratives and the
perception of your brand, your product or your
organization in order to make the necessary strategic
adjustments.

11. IGNORING YOUR E-REPUTATION ?
‣ Some consequences : bad buzz examples
• The Kryponite Company sells high quality padlock for two
wheels. She had a negative buzz that caused catastrophic loss for
the company of about $ 10 million. A video posted on Youtube
was showing how to blow easily padlocks that are supposed to
be inviolable.
• HSBC Bank had a negative buzz after increasing the rate of
student loans by taking advantage of a holiday period.
A Facebook campaign has forced it to backtrack.
• Apple has seen its share price collapse after the well known
american blog Engadget published an announcement of a delay
in the release of its new products: the iPhone and Leopard
operating system. [Post which is also proved erroneous]
• The Dior brand has been significantly affected by the case
Galliano. A video was posted on Youtube showing him drunk and
uttering serious antisemitic. We note in particular the passage in
which he says he loves Hitler ...
John Galliano was suspended from his post as director of home
after this "incident".
Image source : Plagal - Flickr : http://www.flickr.com/photos/plagal/2590756108/

12. It’s real !
Center
Media Command
Gatorade’s Social
Images source : Mashable : http://mashable.com/2010/06/15/gatorade-social-media-mission-control/

13. E Reputation Manager
The dashboard tracking your on-line reputation
and sentiments in different languages
(FR / NL / EN / etc. ) all across the world,
including your competitors
Across 100 millions blogs sites, 20.000 medias
sources and social medias
(Facebook, Twitter, LinkedIn, etc.)

14. THE E-REPUTATION MANAGER TEAM
Patrick Gaulon Christian Chatelle Désiré Dupas Aurore Van de Winkel Didier Aerlebout
PhD in communication and
CEO Managing Director E-reputation analyst Creative Director
information
Strategic consultant in Strategic consultant in Consultant in e-reputation Strategy and creative
marketing and marketing and Social media specialist and rumour management development
communication communication
Scientific researcher at the
B2B - B2C Healthcare Institute of Language and
Institutions Community Manager Branding
B2B Communication of the
Retail UCL

15. ABOUT MISSION-SYSTOLE
‣ Cross-Media communicators | Strategic-Centric marketing &
communication agency
• We analyze, plan, deploy and execute complex campaigns involving traditional, digital and social
media
• From a simple mission to complex campaigns through traditional, digital and social media
Contact
Tel +32 (0)2 761 23 00
E-mail info@mission-systole.be
Fax +32 (0)2 761 23 09
Address Place de l'Alma, 3 B-1200, Woluwe-Saint-Lambert
URL http://www.mission-systole.be
LinkedIn http://www.linkedin.com/company/mission-systole/