Online Reputation Management


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Online Reputation Management

  1. 1. Online Reputation Management By Antonio Silano 16th March 2009
  2. 2. <ul><li>Contents </li></ul><ul><li>1. Introduction </li></ul><ul><li>2. Delving Deeper: What is Trust? </li></ul><ul><li>3. A focus on Online Reputation Management </li></ul><ul><li>4. ORM in Action </li></ul>Online reputation management
  3. 3. Online reputation management <ul><li>Introduction </li></ul><ul><li>Through our research, we have identified 5 key pillars that we believe connect brand experience to eCommerce: </li></ul><ul><li>- Experience </li></ul><ul><li>- Value </li></ul><ul><li>- Simplicity </li></ul><ul><li>- Inspiration </li></ul><ul><li>- Trust </li></ul><ul><li>This presentation focuses on Trust </li></ul>
  4. 4. <ul><li>Delving deeper: What is Trust? </li></ul>
  5. 5. Trust <ul><li>What do we mean by ‘Trust’? </li></ul><ul><li>Belief in your product and brand message; people want to know you mean what you say </li></ul><ul><li>Reliability – Your brand must consistently deliver a high measure of quality </li></ul>
  6. 6. Trust <ul><li>How do you get it? </li></ul><ul><li>Deliver on your promises and manage your reputation in an effective manner - ORM </li></ul><ul><li>Practice what you preach – you must show tangible results of the service you offer </li></ul><ul><li>By realising nothing escapes attention anymore; the truth will always out! </li></ul><ul><li>Listen and act according to your users’ needs –neglect does not serve to instill trust </li></ul>
  7. 7. Trust <ul><li>What does it mean for your brand? </li></ul><ul><li>It makes sure you retain a positive reputation on a global basis, not just locally </li></ul><ul><li>Trust is a precious commodity, moreso given the growth of social media and WOM </li></ul><ul><li>One bad word, if mismanaged, can lead to disaster: ‘Trust’ - via ORM – controls this </li></ul><ul><li>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. </li></ul>
  8. 8. A Focus on Online Reputation Management - ORM
  9. 9. ORM <ul><li>What is Online Reputation Management? </li></ul><ul><li>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. </li></ul>
  10. 10. ORM <ul><li>What does it require? </li></ul><ul><li>Careful management of content you create that is related to your brand </li></ul><ul><li>Consideration and awareness of 3 rd parties’ comments related to your brand </li></ul><ul><li>Permitting interplay of these aspects whilst monitoring public reaction to your brand </li></ul><ul><li>Avoid being seen influencing online reputation through censorship or ‘cyber-bullying’ </li></ul><ul><li>Tact and intelligence dealing with negativity </li></ul><ul><li>Analytics – track keywords and tagging applied to your brand, and act upon them </li></ul>
  11. 11. ORM <ul><li>What can it achieve for your brand? </li></ul><ul><li>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 </li></ul><ul><li>A positive, trustworthy reputation </li></ul><ul><li>Consumer confidence and, hopefully, an increase in sales </li></ul>
  12. 12. ORM in Action: The Good, the Bad and the (potentially) Ugly
  13. 13. The Good <ul><li>When Bond no 9 launched the Brooklyn fragrance in the form of a graffiti-scrawled bottle, objections concerning wrongful stereotyping of Brooklyn ensued. </li></ul><ul><li>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. </li></ul><ul><li>The internet buzz surrounding the competition is extremely positive and has </li></ul><ul><li>overwhelmed the initial bout of negativity, which it is now difficult to find. </li></ul>
  14. 14. The Good <ul><li>When a woman complained of finding a finger in her chili at Wendy’s fast food restaurant, they offered an award for information. </li></ul><ul><li>Using the internet to communicate their course of action, Wendy’s rightly sought the most efficient way in which to tackle their reputation damage. </li></ul>
  15. 15. The Good <ul><li>Barack Obama’s campaign heralded a new era in government communication by embarking on web 2.0 to extend his public reach. </li></ul><ul><li>By making social networks such a central focus in his communication, Obama was validating devices integral to the daily workings of American life. </li></ul>
  16. 16. The Bad <ul><li>The BBC failed to act quickly enough to avoid damage during the Andrew Sachs scandal. </li></ul><ul><li>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. </li></ul>
  17. 17. The Ugly? <ul><li>The case has attracted widespread attention, especially online. The chef’s </li></ul><ul><li>celebrity has only helped intensify the scrutiny. Concerns and media coverage are ongoing. </li></ul><ul><li>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? </li></ul><ul><li>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. </li></ul>
  18. 18. The Good <ul><li>Kate Moss’s image on Google is pretty clean, despite a well publicised drug scandal in 2005. </li></ul><ul><li>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. </li></ul>
  19. 19. <ul><li>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. </li></ul><ul><li>Thank you </li></ul>Online reputation management