Google is the “Reputation Engine”• 83% of consumers say online reviews influence their perception of a company.• 7 out of 10 of consumers trust online reviews as much as personal recommendations.• 5 out of 10 consumers say they are more likely to use a local business that has a positive online reputation.• 73% of users believe what they read online is true and accurate.• 34% have turned to social media to air their feelings about a company. 26% to express dissatisfaction, 23% to share companies or products they like.SOURCES:ReachLocal Consumer Study, August 2012Yahoo, May 2012Harris Poll, April 2010
What is ORM?Proactively monitoring and influencing theorganic search results for your companyname, brand name or company leaders.
Key 1: MONITOR• Google, Bing, Yahoo: first 20 results• Twitter• SocialMention.com• Niche Communities for your industry• Use Google Alerts & RSS feeds to send new mentions directly to you
Key 2: LISTEN• Use feedback to improve your service, product or other aspects of your business.• Pay attention to key discussion topics in your industry or target markets. Find opportunities to weigh in.
Key 3: DELEGATE• Assign ORM responsibilities to someone who has experience with: – Social media – Search engine optimization – Writing – Public relations• Or set time aside to manage yourself.
Key 4: RESPOND (Company)• Respond to all negative &positivereviews.• Thank the reviewer for their feedback.• Acknowledge and apologize for negative experience.• Offer a solution. Try to take it offline.• Ask the reviewer (offline) for a follow-up post or removal of negative review.
Key 4: RESPOND (Personal)• Respond to active discussions in your industry (blogs, LinkedIn, forums).• Offer value and knowledge on “hot” topics.• Choose keywords that you want to be associated with and create new blogs or articles featuring those keywords.EXAMPLE:“Social Media Strategy in 5 Steps” by Kristin Warner
Key 5: BE TRANSPARENT • Acknowledge when you are wrong or when your company has dropped the ball. • Offer an explanation and/or solution. • Speak like a real person. No legalese. No jargon. • Offer a real opinion.
Key 6: CREATE• Content is your currency.• Inventory your existing content assets; adapt for online.• Content should be useful for your potential customers or the media.• Tag all content with your keywords (name, brand name, product name, etc).
Key 7: SHARE• All content should be sharable. Use “Share This” button, “Add This” button and/or FacebookPlugins.• Add new content to your website/blog, Facebook, YouTube, Twitter.• PRWeb for press releases.
Key 8: PREVENT• An ounce of prevention is worth a pound of cure.• Keep customer communication open, honest.• Produce good content and media mentions for yourself (personal branding).• Address negative experiences as soon as you know about them.• Encourage customers to write positive reviews about you on key sites. (i.e. Hotels = TripAdvisor)