Online Reputation Management - 5 Ways To Manage Risk & Reward

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This presentation was used as part of an ours webinar to WSI Clinets in 87 countries. You can view the full recorded webinar here http://wsiinstitute.com/media/ec/ORMRisksAndRewards.html

This presentation was used as part of an ours webinar to WSI Clinets in 87 countries. You can view the full recorded webinar here http://wsiinstitute.com/media/ec/ORMRisksAndRewards.html

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  • 1. Online Reputation Management5 Ways to ManageRisk & Reward Rob Thomas – Internet Consultant Gloucestershire & South Wales UK Area Director for Wales & the West of England ICAC for Ireland, Wales & West of UK rob.thomas@wsi-emarketing.com
  • 2. Webinar Agenda • Introduction to Online Reputation Management • 3 Steps involved in ORM: – Step 1: Monitoring – Step 2: Analysing – Step 3: Influencing • 5 Ways to Manage Risk & Reward – Some case studies along the way • Conclusions –followed by a Q & A2Copyright 2012 Research and Management. All rights reserved
  • 3. What is Reputation & ORM? • Reputation = sum of what people think of you: – It’s just online everything is amplified! • ORM is the process you need to take charge: – Owned (take control) – Bought (if appropriate) – Earned (influenced)3Copyright 2012 Research and Management. All rights reserved
  • 4. What are the 3 steps? • Step 1: Monitor • Step 2: Analyse • Step 3: Influence • So where do you start?4Copyright 2012 Research and Management. All rights reserved
  • 5. Why do you need to monitor?5Copyright 2012 Research and Management. All rights reserved
  • 6. What tools can you use? • Download the white paper there are: – Lots of useful links – Most have free trials – Test and choose – We use Sprout Social for our clients6Copyright 2012 Research and Management. All rights reserved
  • 7. Next you need to Analyse• Review what is already being said – Work out what key messages you might need – Formulate responses to be used by staff• Analyse which web properties have biggest impact – This will start to influence how you approach step 3 – Also look at what is happening to the competition!7Copyright 2012 Research and Management. All rights reserved
  • 8. Step 3: Influencing • We’ll go into more detail in the “ 5 Ways to….” • But it’s a mixture of: – Creating plenty of regular, relevant, quality content – Responding quickly and appropriately to –negative feedback & reviews – Thanking and spreading positive feedback – Having processes in place to solicit +feedback (reviews) – Selecting the right technologies through which to engage8Copyright 2012 Research and Management. All rights reserved
  • 9. 5 Ways to Manage Risk & Reward (ORM) 1. Work out which search terms you want to influence 2. Set up your monitoring systems to respond to negative feedback 3. Claim all relevant web properties where your online reputation can be influenced 4. Have processes in place to solicit positive feedback (recommendations) 5. Have a content plan in place9Copyright 2012 Research and Management. All rights reserved
  • 10. Steps 1 & 2 1. Analyse the search terms people will use: – Check out what you find on all relevant engines – Facebook, LinkedIn etc., as well as Google! 2. Set-up your monitoring systems: – So you can not only respond quickly – But monitor progress towards positive domination10Copyright 2012 Research and Management. All rights reserved
  • 11. Step 3: Claim web properties • Claim and validate your listing: – Social Media – Google+ Local (if have physical address) – Industry related sites (e.g. hospitality Trip Adviser) – So|Lo|Mo sites too – like Foursquare • So a lot of work is required to keep at “the top” – Google+ Local for instance needs ‘citation’ match11Copyright 2012 Research and Management. All rights reserved
  • 12. Google + Local (Reputation Management) http://wsiuk.so/Nkvb5g12Copyright 2012 Research and Management. All rights reserved
  • 13. Step 4: Process to solicit positive reviews • They don’t happen by accident  – Good news is most people are nice! – Where you can instant feedback is good – If not have follow-up processes tight • Do it yourself or if too busy, outsource • This is too important to ignore! • Make sure the search engines get the info!13Copyright 2012 Research and Management. All rights reserved
  • 14. Case Study: Space Centre Self Storage • Claimed all 3 Google Places • 3rd party calls to solicit reviews • Email sent with instructions • 50%+ do update Google • 45% better than email! • However, get 100% onto Google Organic results using the LouderVoice Process14Copyright 2012 Research and Management. All rights reserved
  • 15. Case Study: Space Centre Self Storage • Places started migration to Google+ Local listing • However, customers can also leave reviews….15Copyright 2012 Research and Management. All rights reserved
  • 16. Case Study: Space Centre Self Storage16Copyright 2012 Research and Management. All rights reserved
  • 17. LouderVoice – Want more info? • LouderVoice example: – On our own website – How it looks on Facebook – Our reviews on Google – To find out more contact your local WSI IC17Copyright 2012 Research and Management. All rights reserved
  • 18. Step 5: Have a Content Plan! • 14% of people believe an advert (owned/bought!) • 74% of people believe reviews/recommendations (Earned) • But regular, relevant, quality content is vital to give: – Something to comment on – To ‘like’, ‘share’, ReTweet – all of those viral activities • ‘Content is King’ – it always was and always will be! • If you need help with this talk to your local WSI IC18Copyright 2012 Research and Management. All rights reserved
  • 19. Conclusion – ORM also = Social19Copyright 2012 Research and Management. All rights reserved
  • 20. Conclusion – Recap 5 Steps 1. Work out which search terms you want to influence 2. Set up your monitoring systems to respond to negative feedback 3. Claim all relevant web properties where your online reputation can be influenced 4. Have processes in place to solicit positive feedback (recommendations) 5. Have a content plan in place20Copyright 2012 Research and Management. All rights reserved
  • 21. Conclusion• Social has a big impact on effective ORM because: – Blogs deliver regular, relevant, quality content – Facebook, LinkedIn, Twitter etc., allow viral sharing – They provide brilliant feedback loops, however• Having a Social Media Management Plan….. – Can’t do it all• You need to solicit and manage positive + negative – Feedback & reviews• Do all of that & you’ve got Online Reputation Management covered!21Copyright 2012 Research and Management. All rights reserved
  • 22. Thank You • Download the whitepaper now – www.getwsipowered.com Next Mobile August 28th Webinar Marketing @ 11am http://www.bit.ly/WSIwebinar-Mobile22Copyright 2012 Research and Management. All rights reserved
  • 23. Any Remaining Questions?Rob Thomas – Internet Consultant Gloucestershire & South Wales UKArea Director for Wales & the West of EnglandICAC for Ireland, Wales & West of UKrob.thomas@wsi-emarketing.com