Insights to Online Reputation Management
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Online reputation management (ORM) is quickly becoming an important branding tool for marketers as people are spending more and more time on the Net. Branding is still a major part of traditional ...

Online reputation management (ORM) is quickly becoming an important branding tool for marketers as people are spending more and more time on the Net. Branding is still a major part of traditional advertising, but with so much business done online now, there is a need to take it to a new level. Having a presence on the Net is no longer enough. Much more is needed to build, maintain and grow your brand and reputation. What is being said about you or your company? How can you find out what is going on out there? How do you engage your audience to influence your brand positively? The presentation slides will cover the following aspects of Online Reputation Management:

1. What is Online Reputation Management
2. How to manage Your Reputation Online – Do’s and Don’ts
3. How to Track your Online Reputation using Reputation Tools
4. How to manage your online reputation using SEO
5. Design an Online Reputation Management Strategy
6. Setting up an Online Contingency Plan
7. Engage and Act

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Insights to Online Reputation Management Presentation Transcript

  • 1. Insights to Online Reputation Management Rebekah Seragih Adonai Training & Kreative Media AdonaiTraining.com1
  • 2. Online Reputation Management Agenda Your Reputation Matters…It is Your Door to Success What is Online Reputation Management Background to Online Reputation Management Why is it Important to Monitor & Manage The reasons and the impacts of a good reputation How do I Monitor Online Reputation Monitoring Tools How do I Manage What to do if you or your company is mentioned Success Stories How Others Did it 2 Copyright © 2011 Adonai Training LLP. All rights reserved.
  • 3. Online Reputation Management What is Online Reputation Management? Wikipedia (Definition) Online Reputation Management (or monitoring) is the practice of monitoring the Internet reputation of a Person, Brand or Business, with the goal of suppressing negative mentions entirely, or pushing them lower down the search engine results pages to decrease their visibility. Online Reputation Management is also referred to as ORM. Only ONE GOAL in Mind To push already highly ranked negative posts off the results pages Copyright © 2011 Adonai Training LLP. All rights reserved. 3
  • 4. Online Reputation Management Should I Worry About My Reputation? Listening is Crucial Copyright © 2011 Adonai Training LLP. All rights reserved. 4
  • 5. Online Reputation Management BP - Deep Horizon Oil Spill Crisis (April 2010) The Results of Failing to Monitor, Manage & Engage QUICK FACT QUICK FACT  Deep Horizon oil spill crisis in the  BP is not new to social media. Gulf of Mexico started from an  Facebook page explosion in an offshore drilling rig  YouTube channel that killed 11 and injured 17 of its  Twitter account workers.  Flickr account  Oil has been spilling out into the  But BP failed to harness these ocean for a few months before it tools. was finally capped.  They failed to monitor what was  BP’s inefficiency to stop the spill being said about them online.  BP blamed other parties for the  They failed to check the online explosion sentiments of the public.  The then-CEO, Tony Hayward made  They failed to engage with the some insensitive comments about dissenters. the amount of spill being “tiny” compared to the size of the ocean. Wikipedia Reference: http://en.wikipedia.org/wiki/Dee pwater_Horizon_oil_spill 5 Copyright © 2011 Adonai Training LLP. All rights reserved.
  • 6. Online Reputation Management BP vs The Dissenters During the crisis, BP constantly update their social media tools to provide the latest information without any form of engagement. However, BP’s voice in social media is drown in the voices of dissenters. Below are the social media tools BP adopts and their fan-base numbers vs the fan-base belonging to dissenters. Twitter BP Official Account 18,596 Followers BPGlobalPR 190,561 Followers Facebook BP Official Page 41,069 Fans Youtube Boycott BP Page 6,472 Subscribers 846,608 Fans 6 Copyright © 2011 Adonai Training LLP. All rights reserved.
  • 7. Online Reputation Management NetBiz.com A Storm was Brewing Online…A Case of Dissatisfied Customer  NetBiz is an online internet marketing company since 2002  More than 12,000 small business clients  A Case of Dissatisfied Customer Service and the poor services were posted online in forums  Started off with online customer opinions forum  Got spread to Blogs, Twitter, LinkedIn and other social networking sites  NetBiz failed to listen and pay attention to the small talks online  A great deal was said that were both truth and distorted truth  But it was enough to create a stream of news  It formed an online perceived reputation about the company and its poor services  Results  A bad reputation in the market  Profits got hit, Business Dropped  Every customer starts to complain and took the opportunity to add to the fuels Copyright © 2011 Adonai Training LLP. All rights reserved. 7
  • 8. Online Reputation Management Why is it Important to Monitor & Manage 1. What do all these situations have in common?  None were proactive in managing their online reputation  There was no online crisis contingency plan set in place  There was no appropriate engagement with the online communities  There was no crisis management team trained to kick into action 2. If you do not control your brand online, someone else will.  It’s a means of defense and best practice for every business 3. The Internet & Search Engines provide a platform for information search to be made available  People are always searching to learn more about you  Online Reputation Management is always closely linked with Search Engines  Search Engine Optimization (SEO) is an important tool in reputation management  You cannot remove negative comments but you can bury it in Google search through a steady stream of contents Copyright © 2011 Adonai Training LLP. All rights reserved. 8
  • 9. Online Reputation Management Why is it Important to Monitor & Manage 3. Coupled with the power of social network sharing - Viral 4. Impossible to hide a company’s mistakes or customer dissatisfactions 5. Your Reputation will always precede you. Bad Reputation = Poor Profits Bottom-line = Company’s Credibility 6. Listening is Crucial = Proactive Actions to curb Business Storms, You are in Control 7. “Prevention is better than Cure” – It takes a long time to build a reputation but it takes overnight to destroy it Copyright © 2011 Adonai Training LLP. All rights reserved. 9
  • 10. Online Reputation Management Online Reputation Monitoring Tools HOW DO I MONITOR Copyright © 2011 Adonai Training LLP. All rights reserved. 10
  • 11. Online Reputation Management Online Reputation Monitoring Tools  You can’t be everywhere at the same time  Purposes of these tools are to help you:  keep up with all the relevant social media activity and happening  check what people have to say about you or your company brand  analyze the ROI (return on investment)  design the steps you need to take to improve your reputation  make your customers happy  monitor your competition  List of Monitoring Tools in the Market (this list is make available as part of this presentation slide download)  Free and Paid Tools Copyright © 2011 Adonai Training LLP. All rights reserved. 11
  • 12. Online Reputation Management List of Monitoring Tools 1. Google+ 22. Alterian SM2 2. Radian6 (Business) 23. Tweetdeck (Free) 3. Addictomatic 24. Lithium 4. Social Mention (Free) 25. Reputation Defender 5. Steprep (Small Business) 26. Brandwatch 6. Twazzup Social Media Monitoring 27. Alltop 7. Sysomos 28. CoTweet 8. HootSuite 29. Facebook Search (Free) 9. Beevolve 30. Icerocket 10. HowSociable 31. Klout 11. Buzzlogic 32. NutShellMail 12. Seesmic 33. MentionMap 13. PostRank 34. Samepoint 14. SocialSeek 35. Wildfire Social Media Monitor 15. SocialPointer 36. Topsy 16. BoardTracker 37. Meltwater Buzz 17. Blogpulse 38. TweetBeep (Free) 18. Trackur 39. Google Alerts (Free) – Giga Alerts 19. Me on the Web (Free – Google 40. Google Reader (Free Feed Reader) Dashboard) 41. Yahoo Alerts (Free) 20. Technorati 42. Twitter Search (Free) 21. Backtype 43. BoardReader
  • 13. Online Reputation Management How to Assess your Online Reputation? Reputation Management Assessment Sheet Summary No. URL Type * Good Bad Neutral Types Good Bad Neutral Total 1. XXX Blogs 5 2 0 Blogs 100 40 30 170 2. YYY Faceboo 20 10 20 Facebook 50 80 200 330 k 3. ZZZ Ezine 80 10 60 Twitter 30 30 30 90 4. UUU YouTube 100 5 0 TOTALS 180 150 260 590 * Type – Document the types of search result – Website, Blog, Video, Photo, Directory, etc. Google Yourself 1. Start with a simple search on Your Name, Company, Brand, Product, and etc. 2. Compile a list of 30 User relevant keyword phrases 3. Enter the details into the Assessment Sheet 4. Tabulate the totals 5. Based on the number of sentiments, it will tell you the areas that you have to focus on.
  • 14. Online Reputation Management What to do if you or your company is mentioned HOW DO I MANAGE Copyright © 2011 Adonai Training LLP. All rights reserved. 14
  • 15. Online Reputation Management The Don’ts of Online Reputation (Basics) 1. Remember…the Social Network Sites are not boxing rings or a political debate. Keep arguments and fights out.  Spoken words can be easily erased but printed words can’t. They can be shared and passed on. 2. Handle all issues offline via phone call or craft a well thought out letter or email to address the problem 3. Avoid forceful or angry language. If need be, use it in a private mode of communication where it cannot be spread. 4. Don’t assume that negative comment is bad for business  Don’t panic when you see a negative comment or criticism  Customer complaints in social networking sites can bring out your brand defenders to your rescue  Constructive criticism can be feedback leading to positive change in the company or improvement in the service  Do not react immediately. Keep Cool. Think through the most effective strategy to handle it. Copyright © 2011 Adonai Training LLP. All rights reserved. 15
  • 16. Online Reputation Management The Don’ts of Online Reputation (Basics) 5. Don’t insist that you are right (if you are wrong) or threaten legal action  This will cause trust issues and lead to potential liability issues  Always deal with it offline and never on the social networking sites or any public space in the Net 6. Don’t comment on anything negatively without any concrete proof or evidence  This will lead to defamatory and potential liability lawsuit if you are found to be falsely leading the public  If found guilty, you can be made a public example. The table is turned. Copyright © 2011 Adonai Training LLP. All rights reserved. 16
  • 17. Online Reputation Management The Do’s of Online Reputation (Basics) 1. Turn Negative to Positive  Respond to the customer online that you are looking into the situation  Provide a deadline but make sure you adhere to it  Ask the customer to Private Message (PM) you with their contact and situation to take it offline  After a dissatisfied customer is satisfied, get them to comment on your prompt action in the social network sites (if that is where the complaint is posted)  If not, ask for a testimony for you to post in your social network sites – “Another Satisfied Customer” column 2. Posting of Negative Contents that are not True  Ask the poster of the negative content to remove the unflattering photo, critical post or negative comment about your company  If they refuse, ask the Moderator of the social network site to flag the content down.  Condition – you must prove that it is inaccurate or defamatory. Copyright © 2011 Adonai Training LLP. All rights reserved. 17
  • 18. Online Reputation Management The Do’s of Online Reputation (Basics) 3. Flood your company and other social network sites with good contents to push the negative comments off the front page 4. Show that Actions are Taken  Most people who complain are only concerned with whether your company cares enough about them to do something.  Firstly, it’s the efforts that they are looking for to resolve the issues.  Secondly, others are watching you and your actions.  Thirdly, report the positive actions and results. Update the progress. 5. Distinguish between Rants, Reasonable Complaints and Constructive Criticisms  Always respond to constructive criticisms and reasonable complaints  Thank the other party for the feedback  Take Rants offline or counteract it with good contents. Do not waste time and efforts on pointless ranting. Copyright © 2011 Adonai Training LLP. All rights reserved. 18
  • 19. Online Reputation Management The Do’s of Online Reputation (Basics) 6. Have an Online Contingency Plan in Place  Set up a Social Media Crisis Policy on how to Engage with dissatisfied customers online – how to say and what to say  The rules of Engagement for different Scenarios handling – Common issues, Critical Issues – The Do’s and Don’ts 7. Have a Social Media team trained and ready to handle all online mentions 8. Design a Reputation Monitoring Strategy  The Monitoring Tools to use  The Objectives and Goal of the Monitoring  The frequency of Monitoring  Identifying potential online hazards  Handling and curbing potential hazards Copyright © 2011 Adonai Training LLP. All rights reserved. 19
  • 20. Online Reputation Management The Do’s of Online Reputation (Basics) 9. Your Social Ambassadors – Brand Defenders  Identify your online Brand Defenders and build a relationship with them  They will speak for you. They are your best Word of Mouth.  Find them online in the social network sites.  Facebook – regular engagers  Twitter – retweet and mention your posts  Influential Bloggers with quality contents 10. Build Relationship with your online Community  This is built over time, not overnight  Provide Quality, Relevant, Educational and Entertaining Contents  Engage and comment on other Social Network Sites other than your own Copyright © 2011 Adonai Training LLP. All rights reserved. 20
  • 21. Online Reputation Management The Do’s of Online Reputation (Basics) 11. Engage an External Consultant  Get Expert Help  Experiences as a result of cases handled  They know what to do when crisis hit for they are trained 12. Protect Your Name by Registering your Username  Purchase all relevant domain names  Register your names with the major social network sites to have the same handles across each of the social network sites 13. Determine the Contents to be posted and be selective of the customer groups to post those contents. Have a segmented and targeted message for different groups. Use email marketing system. Copyright © 2011 Adonai Training LLP. All rights reserved. 21
  • 22. Online Reputation Management The Do’s of Online Reputation (Basics) 14. Be Accessible  Most reputation problems start because you are not contactable  Display accurate contact information on and off-site  If you can’t respond within 24 hours, tell users that you will get to them within a specific time frame 15. Invest in Customer Service  Build a Web-based customer service portal on site. Use tools like Suggestion Box or Get Satisfaction 16. Own your Negative Domains so others do not use it against you 17. Last but not least, Get Involved in the Conversation! Copyright © 2011 Adonai Training LLP. All rights reserved. 22
  • 23. Online Reputation Management Get Involved, Engage & Act 1. Why get involved?  Build credibility to your name  Build professional and personal network  Keep others informed about your activities  Be kept informed of what is happening  Build relationship with your customers  Build awareness and brand  Gather testimonies from satisfied customers and post them on the social network sites Copyright © 2011 Adonai Training LLP. All rights reserved. 23
  • 24. Online Reputation Management Get Involved, Engage & Act 2. Where to get involved?  Professional sites – E.g. LinkedIn, Naymz and Plaxo  Personal sites – E.g. Facebook, Twitter and MySpace  Education sites – E.g. Classmates and Reunion  Corporate sites – E.g. BusinessWeek, Crunchbase and FastCompany  Review sites – E.g. Yelp and Amazon  Media sites – E.g. Flickr, YouTube or Vimeo  Resume sites – E.g. Emurse, Resume Social and Rezume  Bookmarking sites – E.g. StumbleUpon, Reddit, Digg or Mixx  Popular industry blogs  Industry-specific social networks, forums and groups  Local social networks, forums and groups  Special interest or lifestyle social networks, forums and groups Copyright © 2011 Adonai Training LLP. All rights reserved. 24
  • 25. Online Reputation Management NetBiz SUCCESS STORY Copyright © 2011 Adonai Training LLP. All rights reserved. 25
  • 26. Online Reputation Management NetBiz – Changes for the Better 1. Start to Listen  Use monitoring tools to monitor the discussion of their brand online 2. Created accounts in other social network sites to listen to what others have to say – E.g. Facebook, Twitter, LinkedIn. 3. Engage with their customers by posting contents online 4. Started a customer service online to handle any complaints, criticisms and negative comments 5. Build a NetBiz community online to make themselves to be more visible and accessible Copyright © 2011 Adonai Training LLP. All rights reserved. 26
  • 27. Online Reputation Management NetBiz – Changes for the Better 6. Build a blog called NetBiz Blog and provide tons of useful, quality and relevant information on internet marketing campaigns. 7. They set up a Forum for discussion and to handle queries. 8. Giving Back to the Community • Online campaigns to give back to small businesses like free package deals • Talk about their charity works Copyright © 2011 Adonai Training LLP. All rights reserved. 27
  • 28. Online Reputation Management About the Author Rebekah Seragih A Business and Marketing Strategist in her own rights, Rebekah has been offering consultancy advices on business strategy, marketing, training, operations, crisis management and change management to MNCs, governments and businesses for more than 15 years. She has been involved in major international projects amounting more than US$30 million. As the pioneer Strategists in Asia in her field, one of her achievements is the design and engineering the first touch screen ATM machine in Asia and implementing it throughout Asia and Europe with one of the international bank. She has also strategized and designed the world’s credit card merchant tracking system that resulted in merchant credit card fraud management. Rebekah has conducted seminars, workshops and trainings to audience all over the world which includes corporations, business owners, governments, and financial institutions. For the past 8 years, she has her passion in building schools in developing countries for the poor making education available to the needy and orphans. She is also involved in selective charity programs round the globe. Looking to do much more, she has engineered her own holding company with a special focus on being a social entrepreneur in all the niche business start--ups under the holding group to make a difference in the lives of others. 28 Copyright © 2011 Adonai Training LLP. All rights reserved.
  • 29. Online Reputation Management About Adonai… Our Services, Doing What We Do Best Adonai is a leading training and online media consultancy company in Asia. Led by amateur professionals, our corporate and public training arm you with the latest knowledge, tools and skills to make you a success. Our training includes online marketing media, social media, branding, management, training, professional certification, entrepreneur start-up programs, and etc. Our foremost consulting authority on business strategy, social media, digital media, online space, creative marketing and branding helps Brands & Organizations create customized and unique social media and business solutions. Our clients range from major brands, government agencies, business owners, small-to-medium size companies to financial institutions. Our consulting services include: Social Media Strategy & Planning Social Media Marketing & Engagement Social Media Monitoring Contents Generation & Article Writing Online Campaign Creation & Management Online analytics Website and Micro-site development such as corporate blog Mobile Application Search Engine Optimization (SEO) & SEO Copywriting We believe your success is our success… 29 Copyright © 2011 Adonai Training LLP. All rights reserved.
  • 30. Online Reputation Management Connect with Us… Adonai Training [E]: contactus@adonaitraining.com [W]: www.adonaitraining.com [FB]: www.facebook.com/adonaitraining.sg [TW]: www.twitter.com/adonaitraining Rebekah Seragih [E]: rebekah@adonaitraining.com [W]: www.adonaitraining.com [FB]: www.facebook.com/RebekahSeragih [TW]: www.twitter.com/RebekahSeragih (LI): sg.linkedin.com/in/rebekahseragih 30 Copyright © 2011 Adonai Training LLP. All rights reserved.