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ORM Process by Suntech Online Services

ORM Process by Suntech Online Services

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Reputation management suntech online services pvt ltd Document Transcript

  • 1. Online Reputation Management Brand Image Matters  Are you aware of what your customers are saying about you?  What about your ex-employees?  What about your competitors?  Information travels quickly across the internet  Are you listening to the online conversations about your brand?  How are these conversations affecting how people view your organization?Consumers use the web to make buying decisions. A vast majority buys offline, butgoes online to research, read reviews and get opinions from other consumers.With growth of consumer-generated media (CGM) such as blogs, forums, andmessage boards, information can be quickly generated and indexed by searchengines. For business leaders, it is vitally important to actively listen to what isbeing said online, even if messages are negative. Listening creates the opportunityto take action and resolve internal problems or deal with malicious information,both of which can negatively influence your brand image and your corporatereputation. Organizational Reputation Overview Successful organizations are aware of the importance of reputation. A positive reputation brings trust, confidence, and sales, which are ultimately reflected in revenue growth and profitability. A bad reputation can lead to a decrease in consumer confidence, and, in turn, a reduction in revenue and profits. In this day and age, erroneous rumours, malicious gossip, unfair opinions and other bad news spread fast! The internet has compounded the speed and thegeographic distribution of this information. By the time negative news gets out it isoften too late and the damage irrevocable.
  • 2. Online ReputationBefore the development of the web, news was slow moving and organizations couldtake their time to develop structured responses to problems. Currently, rapiddevelopments in consumer generated media sites mean that the general public canquickly air their views. These views can make or break a brand. Consumers trustthese published opinions and base their buying decisions on them. For example,eBay’s success has been based on their system of feedback ratings, which providesconsumer opinions of sellers. Any information available to your potential clientsaffects your reputation and their buying decisions. Similarly, ex-employees, andbrand activists can easily get their personal viewpoints out there. Competitors whocan also spread malicious rumours and lies about your company and brand in thehopes of stealing your market share. These types of unsubstantiated reporting canaffect your corporate image. Sites containing these kinds of information are beingindexed by search engines and appearing in search results for your brand names.The information can spread to the traditional media, compounding the damage.Online Reputation is ImportantConsumers use search engines to gather information. When they undertake asearch for your company name or brand, your hope is that your own website ishigh up on the search results list. Undertake a search on your favourite search engine for your company name and look at the results. Hopefully, your company web site is at the top of the list. But what about the other results in the top 10? What do they say about your brand? People searching for yourcompany name will often look at all of these results– Not just those pointing to your homepage. When their eyes skim down the list,what stands out about your company? Is it all good, relevant, up-to-dateinformation? Are there any negative listings saying bad things about your brand oryour company? Are there sites with out-dated information about your brand in thelist? What are people saying about you on industry forums and blogs?People looking for your company in the search engine results will scan all thisinformation. People from all walks of life use search engines to research, and gatherinformation so that they can make informative decisions. If the information theycome across during a search relating to your brand is adverse, it can affect thedecisions they make. Negative information can ultimately lead to problems in manyareas including sales, investor relations, recruitment, financials, image, andreputation. In other words - damage to your brand.A client estimated they were losing $2.5 million in sales annually brought about byreputation attacks on CGM sites and the wrongful use of their trademark in paidadvertising.
  • 3. Why does need Online Reputation Management?Companies or any other system, institution, organisation: ensure a positivemessage over the Internet if you are marketing a service or product. Earn the trustand recognition of your customers in order to avoid being slammed unfairly by"neurotic" customers and competitors. People are talking about you and the wholeworld is listening!Job seekers or any other individual: if you are at the beginning stages of yourcareer or if you are considering a career change, you might benefit from OnlineReputation Management. Online Reputation Management can increase your onlinevisibility by showing professional content, and help your recognition as a subjectmatter expert. Almost 50% of job searchers are researching potential employers onthe Internet. Start building your online reputation! Photo credit: SEO Book, Google Ranking Value: http://training.seobook.com/google-ranking-value
  • 4. Who cares about your online reputation?Your online reputation can be seen in a number of ways. Whether you’re seekingemployment, selling a product, looking for an investor or trying to score a date,someone is going to turn to a search engine to learn more about you. The mostcommon groups are:  Consumers  Business partners  Stock holders  Marketers  Journalists  Prospective employers  Co-workers  Personal contactsHow can a negative online reputation affect you?The results of a negative online reputation may be as subtle as a user clicking on acompetitor’s search result instead of yours or as damaging as an industry-wideboycott of your products and/or services. Besides the obvious financialimplications of having a company’s credibility called into question, there arepotential legal ramifications that could dominate your time and cripple yourfinancial sustainability, as well. This will often cement trusted news and legalresults in the top search rankings so that even if a case is dismissed or resolved,you’ll be living with the consequences for years to come. Things like, determiningwho is responsible for the negative reputation, if you’ll have to reposition or removecertain employees or dealing with potential losses in workforce, add furthermonetary, morale and growth consequences.
  • 5. How do we assess your online reputation?Most users won’t look past the first page or two of search results, so you only needto look at a couple pages for each keyword on the major search engines. Start withsimple searches on Google, Yahoo and MSN for all that apply:  Your Name  Company  Brand(s)  Product(s)  High profile employees  Handles/usernamesAlso If someone reports your company to a consumer watch group, acompetitor follows you around leaving negative comments or an angeredcustomer devotes hours to publicly hating you, then it’s pretty obvious youhave an online reputation management problem. Is that negativelyimpacting the search results though? If you find a number of, or even one,negative search result, you need to fix it. The most common reputationmanagement problems come from (ordered by least to most severe):  Squatted usernames  Squatted domains  Doppelgangers  Job changes  Name changes  Negative comments  False information  Fake profiles  Trademark infringement  Bad news coverage  Legal documents
  • 6.  Complaint sites  Competitor attacks  Hate sites  Personal scandals  Corporate scandals  Industry perceptionsWhat should you do about those problems? Seek professional onlinereputation management services if you don’t already have someone that caneffectively fix the situation.Contact Suntech Online Services Pvt. Ltd:Online Reputation Management at Suntech Online ServicesReputation Management are high rankings and indexing in the searchengines for all positive associated web sites and corporate communications.The result is an increase in your overall positive web presence, which willhelp you own the top spots of the search engine rankings for your brand.Online Reputation Management enables you to protect and manage yourreputation by becoming actively involved in the outcome of search engineresults through a three-step process.
  • 7. Step 1 MonitorSuntech Online Services Pvt. Ltd. would be initially monitoring what has been saidonline about you and your company. This would be tracked by various tools suchas:  Feed Reader  Google Alerts  Yahoo Alerts  Twitter Search  Technorati  BackType  Social Mention  BoardReader  Q&A Tracking  TrackurStep 2 AnalysePost Step 1 we would be analysing your organisations online assets such as :  Corporate Sites  Sister Sites and Micro-Sites (other sites from your organization)  Product Sites  Corporate Blogs  Employee Blogs  Partner Sites (supplier sites, recruitment sites)  Corporate Communications (press releases, articles)At this stage of the analysis, we would be documenting the present position of eachof your sites, including screen-shots of the various search engines results, in orderto evaluate monitor future movement and activities.
  • 8. Step 3 Influence:Influence online conversations by being actively involved in them. Yourparticipation will give you the opportunity to improve the perception of your brand.Take an active part in your industry conversation by becoming a regularcontributor to blogs and forums within your industry. Lead the conversation aboutyour brand. Sources of Potential Reputation Problems, Sources of Opportunity  Blogs, Forums, and Consumer Opinion Sites  Consumer Complaint Sites  Social Network Sites  Competitor Attacks  Trademark Infringement  Counterfeit Products  Counter-intelligence  Crisis Management Developments only in Maintaining and Monitoring ResultsOnce you we have put your Online Reputation Management plan into operation wewould maintain your work and continue to monitor results. Areas that should bemonitored include:  Organic positions  Pay-Per-Click tracking on your branded terms  Snapshots of the top 10 search engine results  News about your brand  News about your competitor’s brands  Consumer generated mediaTake Action Immediately On New ResultsYour overall online reputation management strategy also requires regular review.What are you doing to maintain or improve results on a monthly basis?PersistenceThe key to successful Online Reputation Management is – if at first you do notsucceed try, try, and try again! Reputation management is not only aboutmonitoring – it’s about taking action. Action is not always easy. It requirespersistence and a dogged determination to succeed.Time FrameReputation management solutions can take 3-6 months period to down rank badreviews from search engines and replacing them with new web network consist ofblogs, social profiles and various other review sites reflecting positive remarks. Contact Us Website: Http://www.suntechonlineservices.com Email: Sunayana@suntechdataservices.com