Online Reputation Management - 10 considerations for business

Online Reputa,on Management

The ﬁrst rule of ORM is…

Don’t be a wanker.

Because you can…

Never underes-mate the power of stupid people in large groups.

ORM gives you 3 op;ons Listen and learn Engage and respond Ignore and be happy

Imagine you’re giving a talk…

Imagine you’re giving a talk… (and you can here people’s thoughts)

We’re here to share 10 things you should take into considera-on when shaping your ORM strategy.

#1 Always listen.

Tools that should be on your radar: LOCAL: BrandsEye, SaidWot INTERNATIONAL: Radian6, Sysomos

Whatever the tool… here are a couple of things to look out for:

Make sure it scans the en@re internet.

Make sure it can split nega;ve, posi;ve and neutral sen;ment (accurately if it automates things)

Make sure it can iden;fy inﬂuencers

Make sure it has workﬂow

Make sure it has repor@ng (speciﬁcally reputa;on trends over ;me)

Make sure it has a PR Rand value measurement (you’ll probably ignore over ;me, but it provides essen-al ammo for selling this in your business)

#2 Know what you have control over.

OR / M

#3 Recognise your circles of inﬂuence.

Circle of Inﬂuence

#4 Your Google CV

It’s not always what they’re saying right now… But what they said – that ranks on search engines.

A Google dips-ck for the keywords: FNB +Online

The rules: Measure themes of posi-ve and nega-ve men-ons on ALL Google search categories, at least 2 pages of results deep.

The test: What do you think?

Don PackeN. Comedian. MC. Reputa,on a6acker. hTp://www.joblog.co.za/2005/12/lawyers_are_wan

#5 Don’t always poke the bear.

Sidebar!

Back to topic > Social media can drive the wrong kind of behaviour.

#6 Some people just don’t care.

High barriers to change means a nega,ve online reputa,on has less impact on customers.

#7 Some;mes bad PR is good PR.

Whites Only

Black Editors Only

#8 ORM Rand value is subjec;ve.

Let’s talk about a liBle guy with a BIG voice…

48 hours around the “Malema in Zimbabwe” incident. BrandsEye found that Julius Malema had achieved an AVE of R287,878 with around 450 men@ons. This is the equivalent of running around 10 full-‐page adver@sements in leading magazines. hTp://www.thedailymaverick.co.za/ar;cle/2010-‐04-‐20-‐analysis-‐julius-‐malema-‐and-‐the-‐ adver;sing-‐value-‐of-‐being-‐hated-‐by-‐the-‐media

At the end of the day, he can always ﬂip the switch and say…

#9 Watch the trends.

#10 Build an Engagement Hub.

And always remember….

It’s perfectly valid for a business to state they don’t want to be involved in social media – and take steps to back that up. It’s not OK for a business to ignore social media and hope it will return the favour.

Andy Hadfield www.andyhadfield.com www.twiTer.com/andyhadfield Craig Rodney www.emergingmedia.co.za www.twiTer.com/craigrodney

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Online Reputation Management - 10 considerations for business

by Andy Hadfield on Jul 29, 2010

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Online Reputation Management - 10 considerations for business — Presentation Transcript