Online Reputation Management
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Online Reputation Management

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Online Reputation Management Online Reputation Management Presentation Transcript

  • Online Reputation Management By Antonio Silano 16th March 2009
    • Contents
    • 1. Introduction
    • 2. Delving Deeper: What is Trust?
    • 3. A focus on Online Reputation Management
    • 4. ORM in Action
    Online reputation management
  • Online reputation management
    • Introduction
    • Through our research, we have identified 5 key pillars that we believe connect brand experience to eCommerce:
    • - Experience
    • - Value
    • - Simplicity
    • - Inspiration
    • - Trust
    • This presentation focuses on Trust
    • Delving deeper: What is Trust?
  • Trust
    • What do we mean by ‘Trust’?
    • Belief in your product and brand message; people want to know you mean what you say
    • Reliability – Your brand must consistently deliver a high measure of quality
  • Trust
    • How do you get it?
    • Deliver on your promises and manage your reputation in an effective manner - ORM
    • Practice what you preach – you must show tangible results of the service you offer
    • By realising nothing escapes attention anymore; the truth will always out!
    • Listen and act according to your users’ needs –neglect does not serve to instill trust
  • Trust
    • What does it mean for your brand?
    • It makes sure you retain a positive reputation on a global basis, not just locally
    • Trust is a precious commodity, moreso given the growth of social media and WOM
    • One bad word, if mismanaged, can lead to disaster: ‘Trust’ - via ORM – controls this
    • Immortalization – once a record of an incident exists, it does so forever. People forget; search engines do not. Employing specific techniques to effectively manage these records is crucial to maintaining trust.
  • A Focus on Online Reputation Management - ORM
  • ORM
    • What is Online Reputation Management?
    • Online Reputation Management or ORM is ensuring you achieve and maintain a positive reputation through the careful management of online information pertaining to your brand.
  • ORM
    • What does it require?
    • Careful management of content you create that is related to your brand
    • Consideration and awareness of 3 rd parties’ comments related to your brand
    • Permitting interplay of these aspects whilst monitoring public reaction to your brand
    • Avoid being seen influencing online reputation through censorship or ‘cyber-bullying’
    • Tact and intelligence dealing with negativity
    • Analytics – track keywords and tagging applied to your brand, and act upon them
  • ORM
    • What can it achieve for your brand?
    • SEO – very few people go beyond the first page of results using a given search engine; successful ORM ensures that what they see is entirely positive in tone
    • A positive, trustworthy reputation
    • Consumer confidence and, hopefully, an increase in sales
  • ORM in Action: The Good, the Bad and the (potentially) Ugly
  • The Good
    • When Bond no 9 launched the Brooklyn fragrance in the form of a graffiti-scrawled bottle, objections concerning wrongful stereotyping of Brooklyn ensued.
    • Bond no 9 confronted the situation head-on, announcing a competition on their website that invited users to submit their own design for the Brooklyn bottle.
    • The internet buzz surrounding the competition is extremely positive and has
    • overwhelmed the initial bout of negativity, which it is now difficult to find.
  • The Good
    • When a woman complained of finding a finger in her chili at Wendy’s fast food restaurant, they offered an award for information.
    • Using the internet to communicate their course of action, Wendy’s rightly sought the most efficient way in which to tackle their reputation damage.
  • The Good
    • Barack Obama’s campaign heralded a new era in government communication by embarking on web 2.0 to extend his public reach.
    • By making social networks such a central focus in his communication, Obama was validating devices integral to the daily workings of American life.
  • The Bad
    • The BBC failed to act quickly enough to avoid damage during the Andrew Sachs scandal.
    • This point is particularly relevant to the radio broadcast in question: Initially it received only 2 complaints. 30,000 were eventually incurred after it was posted online.
  • The Ugly?
    • The case has attracted widespread attention, especially online. The chef’s
    • celebrity has only helped intensify the scrutiny. Concerns and media coverage are ongoing.
    • So, given what we have gleaned about ORM – if we were dealing with The Fat Duck, how would we proceed in order to ensure its reputation as one of the finest dining establishments on the planet?
    • Celebrity Chef Heston Blumenthal’s Michelin starred restaurant, The Fat Duck, in Berkshire has just reopened after finding itself at the centre of a food-poisoning scare.
  • The Good
    • Kate Moss’s image on Google is pretty clean, despite a well publicised drug scandal in 2005.
    • The ORM specialists she employed have clearly succeeded as, when searching her name, this infamous incident isn’t mentioned until halfway down the third page.
    • For more information on this presentation, the 5 pillars linking brand engagement to eCommerce, or to see what we do at Critical Mass, please feel free to stop by our stand for a chat.
    • Thank you
    Online reputation management