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Manejo de Reputación en Línea           (ORM)        Sergio López Rojas / WSI                                   1
Objetivos    • Entender lo que es el manejo de reputación en      línea (ORM) y los pasos para implementarla.    • Conocer...
Agenda    • ¿Qué es reputación?    • Manejo de Reputación en Línea       • Su importancia       • ¿Qué hacer?    • Manejo ...
Agenda    • ¿Qué es reputación?    • Manejo de Reputación en Línea       • Su importancia       • ¿Qué hacer?    • Manejo ...
¿Qué es reputación?5
¿Qué es reputación?    Lo que hace y dice                Lo que otros dicen acerca    una empresa/marca                 de...
Agenda    • ¿Qué es reputación?    • Manejo de Reputación en Línea       • Su importancia       • ¿Qué hacer?    • Manejo ...
Manejo de Reputación en Línea             Manejo de Reputación en             Línea (ORM) es el monitoreo             de p...
¿Por qué es importante ORM?• Cuando la gente busca una marca en  línea, puede encontrar:    – Probablemente su sitio web  ...
¿Por qué es importante ORM?Lo que encuentran puedefavorecer                perjudi-                           car         ...
¿Por qué es importante ORM?
¿Por qué es importante ORM?
¿Por qué es importante ORM?
¿Qué hacer?14
¿Qué hacer?                        •Definir que monitorear                        •Determinar indicadores                 ...
¿Qué hacer?       • Paso 1: Monitoreo         • Escucha continua de conversaciones           basada en:            • Palab...
¿Qué hacer?       • Paso 1: Monitoreo         • Escucha continua de conversaciones           basada en:            • Herra...
¿Qué hacer?       • Paso 1: Monitoreo18
¿Qué hacer?        • Paso 2: Análisis          • Guiado por los indicadores de            dempeño.          • Conversacion...
¿Qué hacer?      • Paso 3 : Influenciar        • Conteste las preguntas y ofrezca asesoría.        • Responda lo negativo ...
Agenda     • ¿Qué es reputación?     • Manejo de Reputación en Línea        • Su importancia        • ¿Qué hacer?     • Ma...
¿Qué es una Crisis Digital?     Momento de inestabilidad o crucial de un negocio, con     la posibilidad de tener un resul...
¿Que´es una Crisis Digital?23
Manejo de Crisis Digital      Acto de controlar una crisis y     reducir su impacto al     mínimo, apoyado por un     cont...
Manejo de Crisis Digital     •   Reconozca que la crisis existe.     •   Monitoreo constante.     •   Establezca un proces...
Manejo de Crisis Digital     •   Sea transparente, genuino, diga “lo sentimos”.     •   Escuche la respuesta de su audienc...
Agenda     • ¿Qué es reputación?     • Manejo de Reputación en Línea        • Su importancia        • ¿Qué hacer?     • Ma...
Política de Tecnologías Sociales     Lo que hace y dice                Lo que otros dicen acerca     una empresa/marca    ...
Política de Tecnologías Sociales     En la web, la     frontera entre lo     personal y lo laboral     puede desaparecer  ...
Política de Tecnologías Sociales         ... ¿no lo cree?30
Política de Tecnologías Sociales     Principios y guías corporativas de comunicación usando     Tecnologías Sociales. Apli...
Para tener en mente     • Lo quiera usted o no, hay gente que puede estar       hablando bien o mal de su marca en la web....
¡Gracias!Email: sergio.lopez-rojas@hiwsivalue.comFacebook: www.facebook.com/hiwsivalue   LinkedIn: mx.linkedin.com/in/lslo...
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Manejo de Reputación en Línea

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Entender lo que es el manejo de reputación en línea (ORM) y los pasos para implementarla.
Conocer los principales elementos complementan el manejo de reputación en línea..

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  • * Thank you for that kind introduction.In today’s webinar, I propose the structure will go like this:* An introduction into what ORM is and why it’s important* Then I’ll go over the 3 steps to balance Risk & Reward* Then a few minutes of, planning for, and implementing Digital Crisis ManagementFinally, at the end I’ll share some additional resources and if you want to type any questions into the chat box as we go along, I’ll attempt to answer them all, at the end of the session, or if we run out of time, you can contact me or your local WSI Internet Consultant after the webinar closes, to make sure all your questions are answered.
  • * Thank you for that kind introduction.In today’s webinar, I propose the structure will go like this:* An introduction into what ORM is and why it’s important* Then I’ll go over the 3 steps to balance Risk & Reward* Then a few minutes of, planning for, and implementing Digital Crisis ManagementFinally, at the end I’ll share some additional resources and if you want to type any questions into the chat box as we go along, I’ll attempt to answer them all, at the end of the session, or if we run out of time, you can contact me or your local WSI Internet Consultant after the webinar closes, to make sure all your questions are answered.
  • * Thank you for that kind introduction.In today’s webinar, I propose the structure will go like this:* An introduction into what ORM is and why it’s important* Then I’ll go over the 3 steps to balance Risk & Reward* Then a few minutes of, planning for, and implementing Digital Crisis ManagementFinally, at the end I’ll share some additional resources and if you want to type any questions into the chat box as we go along, I’ll attempt to answer them all, at the end of the session, or if we run out of time, you can contact me or your local WSI Internet Consultant after the webinar closes, to make sure all your questions are answered.
  • *Remember the old adage…If you have a good experience you’ll perhaps tell one person,* but if you have a bad one, you’ll probably tell at least 10 people!Well that WAS true in an offline world, but in an online world, where you don’t have to go out of your way to tell people, post one bad experience you’ve had on Facebook or Twitter and it’s not just 10 people who’ll hear the story, it could be thousands!** The buzz could be good or bad – and one things for sure, * you can’t control it….., *but you CAN influence it *In an online world, where ten’s of thousands of people are connected though Twitter, Facebook and LinkedIn, and where all the conversations can be indexed by Google * then….Successful businesses * not only listen but also take action.
  • *Remember the old adage…If you have a good experience you’ll perhaps tell one person,* but if you have a bad one, you’ll probably tell at least 10 people!Well that WAS true in an offline world, but in an online world, where you don’t have to go out of your way to tell people, post one bad experience you’ve had on Facebook or Twitter and it’s not just 10 people who’ll hear the story, it could be thousands!** The buzz could be good or bad – and one things for sure, * you can’t control it….., *but you CAN influence it *In an online world, where ten’s of thousands of people are connected though Twitter, Facebook and LinkedIn, and where all the conversations can be indexed by Google * then….Successful businesses * not only listen but also take action.
  • * Thank you for that kind introduction.In today’s webinar, I propose the structure will go like this:* An introduction into what ORM is and why it’s important* Then I’ll go over the 3 steps to balance Risk & Reward* Then a few minutes of, planning for, and implementing Digital Crisis ManagementFinally, at the end I’ll share some additional resources and if you want to type any questions into the chat box as we go along, I’ll attempt to answer them all, at the end of the session, or if we run out of time, you can contact me or your local WSI Internet Consultant after the webinar closes, to make sure all your questions are answered.
  • So what’s a simple definition of Online Reputation itself?*The sum of not only what you do and say, but what other people say about you too!Good * = increased customer & salesBut get it wrong * and you’re looking at negative impacts and for some businesses even going bust!And Online Reputation Management means *…………..Managing all those things that can, and will, impact your reputation online pro-actively where you can, so that when someone looks for you or your brand* High ranking GOOD PUBLICITY is what they find and * Your focus is to influence search results where ever they may be. And by that I mean, it may be a search engines, like Google, Yahoo, Bing or YouTube or a search function within a social media, like Facebook or LinkedIn
  • Why is ORM important today?*When people do search for you, hopeful they will find your website! (if you’re managing your Search Engine Optimisation and Paid Placement Advertising well – check out some of our other white papers if this is an issue for you)*However, they’ll also find lots, lots more through the search engines* Through links to comparison sites* Social media comments* Review site information – such as aggregated 5 star ratings* Discussion groups, blogs and the like* All of this is ORM, and failing to manage it can be disastrous
  • So now we know what ORM is, lets quickly examine the 3 Steps to balancing Risk and obtaining Reward from taking the time and effort to take control of your ORM:They are * Monitoring, Analyzing and Influencing – Let’s look at Step 1 – Monitoring *The internet is a great way to quickly find out what people think about a company, product or service:You’ve probably done it a hundred times yourselfPeople are more likely to share poor experiences than good experiences (unless prompted)And online, this effect is multiplied a thousand time over as we have already discussedThe biggest problem sometimes is… not even knowing things are being said about your brand…. good or bad!So monitoring is absolutely vitalBut that’s easier said than done, so we’re going to share here some of the tools you can use:*1. Google and Yahoo! Alerts Google Alerts allows you to set up keyword searches for the name of your company or competitors and receive updates in your email inbox or through an RSS feed. *2. Social Mention Social Mention tracks blogs, blog comments, Twitter, mainstream news, images, video and audio. *3. Radian6 This social media monitoring tool offers integrated workflow, alerts, sentiment, monitoring across blogs, forums, news, Twitter and more. *4. HootSuite HootSuite is a popular tool that can be used to manage multiple accounts across Twitter, Facebook, MySpace, WordPress, Foursquare and LinkedIn. *5. Technorati This is one of the largest blog search engine directories that can also be searched for keywords related to your brand (or those of your competition). *6. Addict-O-Matic This tool has a consolidated page with search matches across sites like Twitter, Flickr and more. *7. ReputationDefender Reputation Defender offers a robust monitoring service that will help you keep track of your brand. A feature called MyEdge helps you deal with the results that Google serves up about you. *8. Finally, WSI ReachCast – Although we left it out of the white paper so as not to promote our own product, I may be a little biast but I think it’s one of the best!It does much more than just monitor negative & positive mentioned about your business or brand, it also allows you to cast positive comments across all your pages, build your fan base and drive more positive reviews
  • So now we know what ORM is, lets quickly examine the 3 Steps to balancing Risk and obtaining Reward from taking the time and effort to take control of your ORM:They are * Monitoring, Analyzing and Influencing – Let’s look at Step 1 – Monitoring *The internet is a great way to quickly find out what people think about a company, product or service:You’ve probably done it a hundred times yourselfPeople are more likely to share poor experiences than good experiences (unless prompted)And online, this effect is multiplied a thousand time over as we have already discussedThe biggest problem sometimes is… not even knowing things are being said about your brand…. good or bad!So monitoring is absolutely vitalBut that’s easier said than done, so we’re going to share here some of the tools you can use:*1. Google and Yahoo! Alerts Google Alerts allows you to set up keyword searches for the name of your company or competitors and receive updates in your email inbox or through an RSS feed. *2. Social Mention Social Mention tracks blogs, blog comments, Twitter, mainstream news, images, video and audio. *3. Radian6 This social media monitoring tool offers integrated workflow, alerts, sentiment, monitoring across blogs, forums, news, Twitter and more. *4. HootSuite HootSuite is a popular tool that can be used to manage multiple accounts across Twitter, Facebook, MySpace, WordPress, Foursquare and LinkedIn. *5. Technorati This is one of the largest blog search engine directories that can also be searched for keywords related to your brand (or those of your competition). *6. Addict-O-Matic This tool has a consolidated page with search matches across sites like Twitter, Flickr and more. *7. ReputationDefender Reputation Defender offers a robust monitoring service that will help you keep track of your brand. A feature called MyEdge helps you deal with the results that Google serves up about you. *8. Finally, WSI ReachCast – Although we left it out of the white paper so as not to promote our own product, I may be a little biast but I think it’s one of the best!It does much more than just monitor negative & positive mentioned about your business or brand, it also allows you to cast positive comments across all your pages, build your fan base and drive more positive reviews
  • So now we know what ORM is, lets quickly examine the 3 Steps to balancing Risk and obtaining Reward from taking the time and effort to take control of your ORM:They are * Monitoring, Analyzing and Influencing – Let’s look at Step 1 – Monitoring *The internet is a great way to quickly find out what people think about a company, product or service:You’ve probably done it a hundred times yourselfPeople are more likely to share poor experiences than good experiences (unless prompted)And online, this effect is multiplied a thousand time over as we have already discussedThe biggest problem sometimes is… not even knowing things are being said about your brand…. good or bad!So monitoring is absolutely vitalBut that’s easier said than done, so we’re going to share here some of the tools you can use:*1. Google and Yahoo! Alerts Google Alerts allows you to set up keyword searches for the name of your company or competitors and receive updates in your email inbox or through an RSS feed. *2. Social Mention Social Mention tracks blogs, blog comments, Twitter, mainstream news, images, video and audio. *3. Radian6 This social media monitoring tool offers integrated workflow, alerts, sentiment, monitoring across blogs, forums, news, Twitter and more. *4. HootSuite HootSuite is a popular tool that can be used to manage multiple accounts across Twitter, Facebook, MySpace, WordPress, Foursquare and LinkedIn. *5. Technorati This is one of the largest blog search engine directories that can also be searched for keywords related to your brand (or those of your competition). *6. Addict-O-Matic This tool has a consolidated page with search matches across sites like Twitter, Flickr and more. *7. ReputationDefender Reputation Defender offers a robust monitoring service that will help you keep track of your brand. A feature called MyEdge helps you deal with the results that Google serves up about you. *8. Finally, WSI ReachCast – Although we left it out of the white paper so as not to promote our own product, I may be a little biast but I think it’s one of the best!It does much more than just monitor negative & positive mentioned about your business or brand, it also allows you to cast positive comments across all your pages, build your fan base and drive more positive reviews
  • So now we know what ORM is, lets quickly examine the 3 Steps to balancing Risk and obtaining Reward from taking the time and effort to take control of your ORM:They are * Monitoring, Analyzing and Influencing – Let’s look at Step 1 – Monitoring *The internet is a great way to quickly find out what people think about a company, product or service:You’ve probably done it a hundred times yourselfPeople are more likely to share poor experiences than good experiences (unless prompted)And online, this effect is multiplied a thousand time over as we have already discussedThe biggest problem sometimes is… not even knowing things are being said about your brand…. good or bad!So monitoring is absolutely vitalBut that’s easier said than done, so we’re going to share here some of the tools you can use:*1. Google and Yahoo! Alerts Google Alerts allows you to set up keyword searches for the name of your company or competitors and receive updates in your email inbox or through an RSS feed. *2. Social Mention Social Mention tracks blogs, blog comments, Twitter, mainstream news, images, video and audio. *3. Radian6 This social media monitoring tool offers integrated workflow, alerts, sentiment, monitoring across blogs, forums, news, Twitter and more. *4. HootSuite HootSuite is a popular tool that can be used to manage multiple accounts across Twitter, Facebook, MySpace, WordPress, Foursquare and LinkedIn. *5. Technorati This is one of the largest blog search engine directories that can also be searched for keywords related to your brand (or those of your competition). *6. Addict-O-Matic This tool has a consolidated page with search matches across sites like Twitter, Flickr and more. *7. ReputationDefender Reputation Defender offers a robust monitoring service that will help you keep track of your brand. A feature called MyEdge helps you deal with the results that Google serves up about you. *8. Finally, WSI ReachCast – Although we left it out of the white paper so as not to promote our own product, I may be a little biast but I think it’s one of the best!It does much more than just monitor negative & positive mentioned about your business or brand, it also allows you to cast positive comments across all your pages, build your fan base and drive more positive reviews
  • * Step 2: AnalysisBoth positive and negative feedback can be healthy for your business*……, provided that is:You know about it andYou react to it quickly and appropriatelyRemember United Airlines:If they had quickly responded to the YouTube video – Apologised, dealt with the valid claim and perhaps made a genuine heart felt public apology (via a musical YouTube video)Do you think their share value would have fallen by $180m dollars and they’d only have a 2 star rating?*………… * And, if they’d thought strategically, to change processes, to make sure this wouldn’t happen again (* and communicated that fact)… well, it’s always been true that if you handle a complaint well, you’ve probably got a customer for life* … online you have to monitor closely, so you can quickly analyze the impact and react appropriately a.s.a.p.Why – because whilst the reward for doing so is so great, the risk of not doing so is perhaps even greater
  • *I don’t mean to scare you though!This is only a problem if you fail to manage it, and rather than just reacting to good or bad comment, or PR, the most successful businesses take steps to be proactive *You can encourage good feedback and lessen the impact of poor feedback *But that doesn’t mean you can relax * and stop listening!* which takes us very nicely into step 3 – Influencing….
  • * Thank you for that kind introduction.In today’s webinar, I propose the structure will go like this:* An introduction into what ORM is and why it’s important* Then I’ll go over the 3 steps to balance Risk & Reward* Then a few minutes of, planning for, and implementing Digital Crisis ManagementFinally, at the end I’ll share some additional resources and if you want to type any questions into the chat box as we go along, I’ll attempt to answer them all, at the end of the session, or if we run out of time, you can contact me or your local WSI Internet Consultant after the webinar closes, to make sure all your questions are answered.
  • OK, so far we’ve talked about:Responding to comments and opinions under the heading of, Step 3 of ORM – InfluencingTaking proactive steps (as well as those reactive steps) – to engage in conversation through the right Social Technologies* But to have a truly rounded approach, to Online Reputation Management, you need a clearly defined * Digital Crisis Management PlanSuccess, is drive by having plans to ensure that, rather than acting like a super tanker, which takes 10 miles to turn aroundYou can act more like a speed boat, turning on your access, and taking action to turn potential disaster into gain*A plan driven by the need for *exact timing, *clear response and *above all, sincerityGiven these webinars are scheduled for under an hour, including questions, I should add there is more detail in the accompanying “white Paper” which, if you haven’t downloaded already, I’ll remind you of the link at the end, so you can do so then…The development of Digital Crisis Management occurs in 5 main stages*
  • You may have heard of these Case Studies in ORM? But if not here are a couple of highlights….* Domino’s Pizza – ORM Case Study OneA YouTubeVideo that attracted 2 million viewers and resulted in arrests and convictions for the perpetrators butA staff was seen spitting on food, and sticking cheese up his noseThe obviously has a big impact on Domino’s reputation* United AirlinesPut that search into YouTube, and the first thing that comes up is the second case study in poor ORMThe video tells the story of broken guitar complaint badly handledPosted in July 2009 it’s had nearly 10 million viewsAnd caused the share price of United to drop by 10% costing stock owners $180 million….. All that negative impact…..When saying sorry and offering to repair his $3,500 guitar would have prevented it all!Offline mistakes compounded by failing to listen to online feedback and react quickly in a positive mannerPut United airlines into Google search and on page one you see a consolidated listing or review sites giving the airline just 2 out of 5 starsOK, that’s 2 case studies which put a brand at risk and lastly, and so to provide some balance here’s one case study which shows the type of ORM Reward you can expect , if you get it right* Blendtec wanted to enhance their reputation for delivering high quality blenders in a crowded marketThey created an amusing video which showed them blending an iPhoneIt went viral and has had over 9.5 million views, but others took up the challenge to see what they could blend too – and posted their videos on YouTubeThis user generated content built on the brand’s down to earth and fun persona and quickly spread going viral all over the worldThe latest one, featuring the same treatment to a brand new iPad, has just topped over 10 million viewsNo-one who sees the videos can doubt the quality and fun side of the Blendtec Brand
  • * If those were the 5 Development stages of a Digital Crisis Management Plan, what are the 5 ways to prepare for Digital Crisis Management (or DCM)?DCM is built on the same foundations as ORM as you might expect, but need to be in place, just like any businesses ‘contingency plan’, in case of ‘emergency’ – so it can kick in the second it is needed, so “like the swan”, you can remain calm and dignified on the surface, because the legs beneath the surface are powering forward as planned (like the cogs of a well oiled machine! – if you’ll excuse the badly mixed metaphor!)The first way is………1. * Monitor - You must watch your brand 24/7. Use social monitoring tools like Google and Yahoo! alerts, Technorati, Blog Pulse, Monitor, WSI ReachCast etc. Use these monitoring tools to know what is being said about your brand, and take necessary actions, if needed. 2. * Respond Instantly - Communication is the only means to get closer to your audience. Answer any of their inquiries and convince the contrary if they have negative opinions. If you choose to ignore what customers are saying about you, they will start to question your company’s integrity. Do not let issues go beyond control. Respond to matters quickly, even if your answer is “We are looking into it”. 3. * Keep a Regular Tone - One negative conversation could potentially lead to other discussions around similar issues. Therefore, as you respond to the negative feedback, it is vital that your messaging is consistent every time. You do not want to compromise your reliability by sending mixed messages. 4. * Educate Your Employees - Many companies experience brand damage due to employees’ social media activity. Regardless of whether your company encourages its employees to get involved in social media, they are bound to do so during their personal time. Unfortunately, even when engaging in social media platforms on their own, employees can inadvertently cause severe brand damage. To protect your online reputation, it is important to develop and implement an employee social media policy that outlines the do’s and don’ts of online engagement. It is imperative that your employees understand the power and consequences of social media involvement. If you haven’t got one or don’t know where to start, speak to your local WSI Consultant who can provide you with a draft template from our Social Media Strategy Kit.<<Slow>>5. * Establish a Corporate‐wide “Digital Crisis Strategy” It is wise to seek the expertise of a public relations firm if you need more thorough details and information concerning online crisis management. But if you do not have the resources to work with an external firm, then download our supporting white paper that contains more specific “hints & Tips”<<summing up>>So, before dealing with any questions posed via the chat box, I’ll sum up and provide the link to the additional resources
  • * If those were the 5 Development stages of a Digital Crisis Management Plan, what are the 5 ways to prepare for Digital Crisis Management (or DCM)?DCM is built on the same foundations as ORM as you might expect, but need to be in place, just like any businesses ‘contingency plan’, in case of ‘emergency’ – so it can kick in the second it is needed, so “like the swan”, you can remain calm and dignified on the surface, because the legs beneath the surface are powering forward as planned (like the cogs of a well oiled machine! – if you’ll excuse the badly mixed metaphor!)The first way is………1. * Monitor - You must watch your brand 24/7. Use social monitoring tools like Google and Yahoo! alerts, Technorati, Blog Pulse, Monitor, WSI ReachCast etc. Use these monitoring tools to know what is being said about your brand, and take necessary actions, if needed. 2. * Respond Instantly - Communication is the only means to get closer to your audience. Answer any of their inquiries and convince the contrary if they have negative opinions. If you choose to ignore what customers are saying about you, they will start to question your company’s integrity. Do not let issues go beyond control. Respond to matters quickly, even if your answer is “We are looking into it”. 3. * Keep a Regular Tone - One negative conversation could potentially lead to other discussions around similar issues. Therefore, as you respond to the negative feedback, it is vital that your messaging is consistent every time. You do not want to compromise your reliability by sending mixed messages. 4. * Educate Your Employees - Many companies experience brand damage due to employees’ social media activity. Regardless of whether your company encourages its employees to get involved in social media, they are bound to do so during their personal time. Unfortunately, even when engaging in social media platforms on their own, employees can inadvertently cause severe brand damage. To protect your online reputation, it is important to develop and implement an employee social media policy that outlines the do’s and don’ts of online engagement. It is imperative that your employees understand the power and consequences of social media involvement. If you haven’t got one or don’t know where to start, speak to your local WSI Consultant who can provide you with a draft template from our Social Media Strategy Kit.<<Slow>>5. * Establish a Corporate‐wide “Digital Crisis Strategy” It is wise to seek the expertise of a public relations firm if you need more thorough details and information concerning online crisis management. But if you do not have the resources to work with an external firm, then download our supporting white paper that contains more specific “hints & Tips”<<summing up>>So, before dealing with any questions posed via the chat box, I’ll sum up and provide the link to the additional resources
  • * If those were the 5 Development stages of a Digital Crisis Management Plan, what are the 5 ways to prepare for Digital Crisis Management (or DCM)?DCM is built on the same foundations as ORM as you might expect, but need to be in place, just like any businesses ‘contingency plan’, in case of ‘emergency’ – so it can kick in the second it is needed, so “like the swan”, you can remain calm and dignified on the surface, because the legs beneath the surface are powering forward as planned (like the cogs of a well oiled machine! – if you’ll excuse the badly mixed metaphor!)The first way is………1. * Monitor - You must watch your brand 24/7. Use social monitoring tools like Google and Yahoo! alerts, Technorati, Blog Pulse, Monitor, WSI ReachCast etc. Use these monitoring tools to know what is being said about your brand, and take necessary actions, if needed. 2. * Respond Instantly - Communication is the only means to get closer to your audience. Answer any of their inquiries and convince the contrary if they have negative opinions. If you choose to ignore what customers are saying about you, they will start to question your company’s integrity. Do not let issues go beyond control. Respond to matters quickly, even if your answer is “We are looking into it”. 3. * Keep a Regular Tone - One negative conversation could potentially lead to other discussions around similar issues. Therefore, as you respond to the negative feedback, it is vital that your messaging is consistent every time. You do not want to compromise your reliability by sending mixed messages. 4. * Educate Your Employees - Many companies experience brand damage due to employees’ social media activity. Regardless of whether your company encourages its employees to get involved in social media, they are bound to do so during their personal time. Unfortunately, even when engaging in social media platforms on their own, employees can inadvertently cause severe brand damage. To protect your online reputation, it is important to develop and implement an employee social media policy that outlines the do’s and don’ts of online engagement. It is imperative that your employees understand the power and consequences of social media involvement. If you haven’t got one or don’t know where to start, speak to your local WSI Consultant who can provide you with a draft template from our Social Media Strategy Kit.<<Slow>>5. * Establish a Corporate‐wide “Digital Crisis Strategy” It is wise to seek the expertise of a public relations firm if you need more thorough details and information concerning online crisis management. But if you do not have the resources to work with an external firm, then download our supporting white paper that contains more specific “hints & Tips”<<summing up>>So, before dealing with any questions posed via the chat box, I’ll sum up and provide the link to the additional resources
  • * Thank you for that kind introduction.In today’s webinar, I propose the structure will go like this:* An introduction into what ORM is and why it’s important* Then I’ll go over the 3 steps to balance Risk & Reward* Then a few minutes of, planning for, and implementing Digital Crisis ManagementFinally, at the end I’ll share some additional resources and if you want to type any questions into the chat box as we go along, I’ll attempt to answer them all, at the end of the session, or if we run out of time, you can contact me or your local WSI Internet Consultant after the webinar closes, to make sure all your questions are answered.
  • *Remember the old adage…If you have a good experience you’ll perhaps tell one person,* but if you have a bad one, you’ll probably tell at least 10 people!Well that WAS true in an offline world, but in an online world, where you don’t have to go out of your way to tell people, post one bad experience you’ve had on Facebook or Twitter and it’s not just 10 people who’ll hear the story, it could be thousands!** The buzz could be good or bad – and one things for sure, * you can’t control it….., *but you CAN influence it *In an online world, where ten’s of thousands of people are connected though Twitter, Facebook and LinkedIn, and where all the conversations can be indexed by Google * then….Successful businesses * not only listen but also take action.
  • * If those were the 5 Development stages of a Digital Crisis Management Plan, what are the 5 ways to prepare for Digital Crisis Management (or DCM)?DCM is built on the same foundations as ORM as you might expect, but need to be in place, just like any businesses ‘contingency plan’, in case of ‘emergency’ – so it can kick in the second it is needed, so “like the swan”, you can remain calm and dignified on the surface, because the legs beneath the surface are powering forward as planned (like the cogs of a well oiled machine! – if you’ll excuse the badly mixed metaphor!)The first way is………1. * Monitor - You must watch your brand 24/7. Use social monitoring tools like Google and Yahoo! alerts, Technorati, Blog Pulse, Monitor, WSI ReachCast etc. Use these monitoring tools to know what is being said about your brand, and take necessary actions, if needed. 2. * Respond Instantly - Communication is the only means to get closer to your audience. Answer any of their inquiries and convince the contrary if they have negative opinions. If you choose to ignore what customers are saying about you, they will start to question your company’s integrity. Do not let issues go beyond control. Respond to matters quickly, even if your answer is “We are looking into it”. 3. * Keep a Regular Tone - One negative conversation could potentially lead to other discussions around similar issues. Therefore, as you respond to the negative feedback, it is vital that your messaging is consistent every time. You do not want to compromise your reliability by sending mixed messages. 4. * Educate Your Employees - Many companies experience brand damage due to employees’ social media activity. Regardless of whether your company encourages its employees to get involved in social media, they are bound to do so during their personal time. Unfortunately, even when engaging in social media platforms on their own, employees can inadvertently cause severe brand damage. To protect your online reputation, it is important to develop and implement an employee social media policy that outlines the do’s and don’ts of online engagement. It is imperative that your employees understand the power and consequences of social media involvement. If you haven’t got one or don’t know where to start, speak to your local WSI Consultant who can provide you with a draft template from our Social Media Strategy Kit.<<Slow>>5. * Establish a Corporate‐wide “Digital Crisis Strategy” It is wise to seek the expertise of a public relations firm if you need more thorough details and information concerning online crisis management. But if you do not have the resources to work with an external firm, then download our supporting white paper that contains more specific “hints & Tips”<<summing up>>So, before dealing with any questions posed via the chat box, I’ll sum up and provide the link to the additional resources
  • * If those were the 5 Development stages of a Digital Crisis Management Plan, what are the 5 ways to prepare for Digital Crisis Management (or DCM)?DCM is built on the same foundations as ORM as you might expect, but need to be in place, just like any businesses ‘contingency plan’, in case of ‘emergency’ – so it can kick in the second it is needed, so “like the swan”, you can remain calm and dignified on the surface, because the legs beneath the surface are powering forward as planned (like the cogs of a well oiled machine! – if you’ll excuse the badly mixed metaphor!)The first way is………1. * Monitor - You must watch your brand 24/7. Use social monitoring tools like Google and Yahoo! alerts, Technorati, Blog Pulse, Monitor, WSI ReachCast etc. Use these monitoring tools to know what is being said about your brand, and take necessary actions, if needed. 2. * Respond Instantly - Communication is the only means to get closer to your audience. Answer any of their inquiries and convince the contrary if they have negative opinions. If you choose to ignore what customers are saying about you, they will start to question your company’s integrity. Do not let issues go beyond control. Respond to matters quickly, even if your answer is “We are looking into it”. 3. * Keep a Regular Tone - One negative conversation could potentially lead to other discussions around similar issues. Therefore, as you respond to the negative feedback, it is vital that your messaging is consistent every time. You do not want to compromise your reliability by sending mixed messages. 4. * Educate Your Employees - Many companies experience brand damage due to employees’ social media activity. Regardless of whether your company encourages its employees to get involved in social media, they are bound to do so during their personal time. Unfortunately, even when engaging in social media platforms on their own, employees can inadvertently cause severe brand damage. To protect your online reputation, it is important to develop and implement an employee social media policy that outlines the do’s and don’ts of online engagement. It is imperative that your employees understand the power and consequences of social media involvement. If you haven’t got one or don’t know where to start, speak to your local WSI Consultant who can provide you with a draft template from our Social Media Strategy Kit.<<Slow>>5. * Establish a Corporate‐wide “Digital Crisis Strategy” It is wise to seek the expertise of a public relations firm if you need more thorough details and information concerning online crisis management. But if you do not have the resources to work with an external firm, then download our supporting white paper that contains more specific “hints & Tips”<<summing up>>So, before dealing with any questions posed via the chat box, I’ll sum up and provide the link to the additional resources
  • Transcript of "Manejo de Reputación en Línea"

    1. 1. Manejo de Reputación en Línea (ORM) Sergio López Rojas / WSI 1
    2. 2. Objetivos • Entender lo que es el manejo de reputación en línea (ORM) y los pasos para implementarla. • Conocer los principales elementos que la complementan.2
    3. 3. Agenda • ¿Qué es reputación? • Manejo de Reputación en Línea • Su importancia • ¿Qué hacer? • Manejo de Crisis Digital • Política de Tecnologías Sociales3
    4. 4. Agenda • ¿Qué es reputación? • Manejo de Reputación en Línea • Su importancia • ¿Qué hacer? • Manejo de Crisis Digital • Política de Tecnologías Sociales4
    5. 5. ¿Qué es reputación?5
    6. 6. ¿Qué es reputación? Lo que hace y dice Lo que otros dicen acerca una empresa/marca de una empresa/marca Clientes Identidad y comunicación Reputación Clientes potenciales Competidores Imagen Empleados Socios Proveedores6
    7. 7. Agenda • ¿Qué es reputación? • Manejo de Reputación en Línea • Su importancia • ¿Qué hacer? • Manejo de Crisis Digital • Política de Tecnologías Sociales7
    8. 8. Manejo de Reputación en Línea Manejo de Reputación en Línea (ORM) es el monitoreo de páginas de resultados de búsqueda y menciones en la Web para influenciar opiniones sobre su marca y protegerla de exposición negativa.8
    9. 9. ¿Por qué es importante ORM?• Cuando la gente busca una marca en línea, puede encontrar: – Probablemente su sitio web – Menciones en: • Redes sociales • Sitios de revisiones • Grupos de discusión • Blogs...9
    10. 10. ¿Por qué es importante ORM?Lo que encuentran puedefavorecer perjudi- car a la marca
    11. 11. ¿Por qué es importante ORM?
    12. 12. ¿Por qué es importante ORM?
    13. 13. ¿Por qué es importante ORM?
    14. 14. ¿Qué hacer?14
    15. 15. ¿Qué hacer? •Definir que monitorear •Determinar indicadores de desempeño (KPIs) Establecer •Seleccionar las Objetivos de herramientas ORM •Definir proceso •Nombrar responsables •Determinar entregables15
    16. 16. ¿Qué hacer? • Paso 1: Monitoreo • Escucha continua de conversaciones basada en: • Palabras clave / conceptos16
    17. 17. ¿Qué hacer? • Paso 1: Monitoreo • Escucha continua de conversaciones basada en: • Herramientas de monitoreo17
    18. 18. ¿Qué hacer? • Paso 1: Monitoreo18
    19. 19. ¿Qué hacer? • Paso 2: Análisis • Guiado por los indicadores de dempeño. • Conversaciones positivas y negativas son buenas para su compañía... • Siempre y cuando actúe rápida y apropiadamente.19
    20. 20. ¿Qué hacer? • Paso 3 : Influenciar • Conteste las preguntas y ofrezca asesoría. • Responda lo negativo con positivo, apoyado con acciones. • Implemente proceso de “recuperación de clientes”. • Empiece la conversación (valor, valor, valor). • Comparta testimoniales de clientes satisfechos. • Participe de forma regular. • Use “tono de voz” adecuado y sea honesto.20
    21. 21. Agenda • ¿Qué es reputación? • Manejo de Reputación en Línea • Su importancia • ¿Qué hacer? • Manejo de Crisis Digital • Política de Tecnologías Sociales21
    22. 22. ¿Qué es una Crisis Digital? Momento de inestabilidad o crucial de un negocio, con la posibilidad de tener un resultado no deseado, que se está desarrollando en tiempo real en la web y que se caracteriza por al menos uno de tres puntos: 1. No sabes que está sucediendo. 2. Hay un crecimiento abrupto de comentarios negativos. 3. Surge una controversia de gran alcance o interés.22
    23. 23. ¿Que´es una Crisis Digital?23
    24. 24. Manejo de Crisis Digital Acto de controlar una crisis y reducir su impacto al mínimo, apoyado por un control de daños para reparar la reputación de la marca una vez que la crisis sucedió.24
    25. 25. Manejo de Crisis Digital • Reconozca que la crisis existe. • Monitoreo constante. • Establezca un proceso y un equipo. • Responda inmediatamente. • Sea consistente en su mensaje. • Eduque a sus empleados.25
    26. 26. Manejo de Crisis Digital • Sea transparente, genuino, diga “lo sentimos”. • Escuche la respuesta de su audiencia. • Esté preparado para un dialogo de dos vías. • Actualice estatus frecuentemente.26
    27. 27. Agenda • ¿Qué es reputación? • Manejo de Reputación en Línea • Su importancia • ¿Qué hacer? • Manejo de Crisis Digital • Política de Tecnologías Sociales27
    28. 28. Política de Tecnologías Sociales Lo que hace y dice Lo que otros dicen acerca una empresa/marca de una empresa/marca Clientes Identidad y comunicación Reputación Clientes potenciales Competidores Imagen Empleados Socios Proveedores28
    29. 29. Política de Tecnologías Sociales En la web, la frontera entre lo personal y lo laboral puede desaparecer muy fácilmente...29
    30. 30. Política de Tecnologías Sociales ... ¿no lo cree?30
    31. 31. Política de Tecnologías Sociales Principios y guías corporativas de comunicación usando Tecnologías Sociales. Aplica a todos los empleados (durante y fuera de horas de trabajo) – Estándares de uso de marca – Prácticas de comunicación – Confidencialidad31
    32. 32. Para tener en mente • Lo quiera usted o no, hay gente que puede estar hablando bien o mal de su marca en la web. • Sea congruente, su reputación en línea debe tener como base su reputación fuera de línea. • Una buena reputación genera confianza y con ello mayor negocio para su empresa. • Manejar su reputación en línea incluye un plan de manejo de crísis y el uso políticas corporativas.32
    33. 33. ¡Gracias!Email: sergio.lopez-rojas@hiwsivalue.comFacebook: www.facebook.com/hiwsivalue LinkedIn: mx.linkedin.com/in/lsloro Twitter: www.twitter.com/sergiolopezro Sitio Web: www.hiwsivalue.com 33
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