Online Reputation Management (ORM)3 Steps to Balance Risk and Reward!                                          1
Rob Thomas – WSI Consultant (UK)                    • LinkedIn Search                       – 97,072 results              ...
Webinar today• Structure:    – Introduction       • What is Online Reputation Management (ORM)       • Why is it important...
Introduction    • Remember the old adage?      – Good tell one, bad tell 10!      – Online multiply the impact x ‘000s    ...
What is Online Reputation?• Sum of what you do, say and what people say  about you:    – Good = increased customers & sale...
Why is ORM Important today?• When people check you out they find:    – Hopefully your website…..    – But lots, lots more:...
You may have heard on these?                       Reward!Risk7
3 Steps to balance Risk Reward     • Step 1: Monitoring:        – Google and Yahoo! Alerts        – Social Mention        ...
• Live in North      America from 1st      Jan 2011    • Due to go live in      the UK in early      Q2 this year…..9
3 Steps to balance Risk Reward         • Step 2: Analysis           – Healthy conversations are both +             and – i...
Balancing Risk & Reward• I don’t meant to scare you!• If you are ‘proactive’ (rather than reactive):     – Then you can re...
3 Steps to balance Risk Reward • Step 3: Influencing     – When the situation is a crisis (more in a minute)        • Trad...
Step 3: Influencing - How• Select the right social technologies:     – Segment your customers first     – Then match to th...
Digital Crisis Management     • Digital Crisis Management Plan:       – Vital to have plans in place to deal with them    ...
Digital Crisis Management     • 5 Development Stages of a Digital Crisis Management:        1. Speed        2. Hyper-trans...
Digital Crisis Management     • 5 ways to prepare for Digital Crisis Management (DCM):        1. Monitor        2. Respond...
Summary & Further Resources• The 3 steps to ORM are:     – Monitor     – Analyze     – Influence• Don’t be a victim be a w...
Any questions you think of later?     We’re just about to do the Q & A but first:     • http://uk.linkedin.com/in/robthoma...
Q&A • Any questions left to answer from the webinar?            Thank you for attending ☺19
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Online Reputation Management (ORM): 3 Steps

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This presentation was used to support a recent webinar on the subject by Rob Thomas. The recording can be downloaded from the wsi-emarketing.com website

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Online Reputation Management (ORM): 3 Steps

  1. 1. Online Reputation Management (ORM)3 Steps to Balance Risk and Reward! 1
  2. 2. Rob Thomas – WSI Consultant (UK) • LinkedIn Search – 97,072 results • WSI very focused on ORM – 4 of top 10 are WSI Consultants • Rob’s passion!2
  3. 3. Webinar today• Structure: – Introduction • What is Online Reputation Management (ORM) • Why is it important – The 3 Steps to balance Risk & Reward • Monitoring • Analysis • Influencing – Digital Crisis Management3
  4. 4. Introduction • Remember the old adage? – Good tell one, bad tell 10! – Online multiply the impact x ‘000s • The buzz can be good or bad – You can’t control it – But you can influence it • Successful businesses listen and act!4
  5. 5. What is Online Reputation?• Sum of what you do, say and what people say about you: – Good = increased customers & sales – Bad = reverse trend and may even go bust!• Online Reputation Management means: – High ranking good publicity is the goal – Focus search results where ever they are5
  6. 6. Why is ORM Important today?• When people check you out they find: – Hopefully your website….. – But lots, lots more: • Comparison site information • Social Media comments • Review sites • Discussion groups / blogs – All this = ORM6
  7. 7. You may have heard on these? Reward!Risk7
  8. 8. 3 Steps to balance Risk Reward • Step 1: Monitoring: – Google and Yahoo! Alerts – Social Mention – Radian6 – HootSuite – Technorati – Addict-O-Matic – ReputationDefender – WSI ReachCast8
  9. 9. • Live in North America from 1st Jan 2011 • Due to go live in the UK in early Q2 this year…..9
  10. 10. 3 Steps to balance Risk Reward • Step 2: Analysis – Healthy conversations are both + and – in origin – Provided you are listening you can turn both into + ORM – Analyse and strategize: • Immediate appropriate conversations • Strategic change communicated too!10
  11. 11. Balancing Risk & Reward• I don’t meant to scare you!• If you are ‘proactive’ (rather than reactive): – Then you can reduce the risk – But you should not stop listening – That takes us nicely onto step 311
  12. 12. 3 Steps to balance Risk Reward • Step 3: Influencing – When the situation is a crisis (more in a minute) • Traditional PR responses are being challenged by the Digital Age – instant opportunity to improve the brand – delay can only damage • It is the opinions of customer that count – Proactive steps can help suppress negativity: • If the ratio of + to – is 10 to 1, then do the math(s) • Take an active part in your industry blogs for instance12
  13. 13. Step 3: Influencing - How• Select the right social technologies: – Segment your customers first – Then match to the right ones – The most popular ones, Facebook & Twitter may be a match but check – Your ‘Tone of Voice’ is important – Demonstrate your expertise to enhance your reputation13
  14. 14. Digital Crisis Management • Digital Crisis Management Plan: – Vital to have plans in place to deal with them – Success is driven by: • Timing • Response & • Sincerity14
  15. 15. Digital Crisis Management • 5 Development Stages of a Digital Crisis Management: 1. Speed 2. Hyper-transparency 3. Dialogue 4. Search 5. Brand Enemy15
  16. 16. Digital Crisis Management • 5 ways to prepare for Digital Crisis Management (DCM): 1. Monitor 2. Respond Instantly 3. Keep a regular tone 4. Educate your employees 5. Establish a business-wide “Digital Crisis Strategy”16
  17. 17. Summary & Further Resources• The 3 steps to ORM are: – Monitor – Analyze – Influence• Don’t be a victim be a winner: – Take control of your ORM• Download the white paper @ – www.getwsipowered.com17
  18. 18. Any questions you think of later? We’re just about to do the Q & A but first: • http://uk.linkedin.com/in/robthomas • For more information and/or support in implementing your own Online Reputation Management system – please get back in contact with your local WSI Internet Marketing Consultant who would be pleased to assist you • http://www.wsimarketing.com/locateimc.aspx18
  19. 19. Q&A • Any questions left to answer from the webinar? Thank you for attending ☺19
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