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

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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  • 1. Online Reputation Management (ORM)3 Steps to Balance Risk and Reward! 1
  • 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. 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. 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. 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. 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. You may have heard on these? Reward!Risk7
  • 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. • Live in North America from 1st Jan 2011 • Due to go live in the UK in early Q2 this year…..9
  • 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. 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. 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. 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. 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. Digital Crisis Management • 5 Development Stages of a Digital Crisis Management: 1. Speed 2. Hyper-transparency 3. Dialogue 4. Search 5. Brand Enemy15
  • 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. 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. 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. Q&A • Any questions left to answer from the webinar? Thank you for attending ☺19