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Intranets And Webs TM4Y ORM Presentation
 

Intranets And Webs TM4Y ORM Presentation

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Make sure that you build trust and present a good image of your company through managing your company's reputation online.

Make sure that you build trust and present a good image of your company through managing your company's reputation online.

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    Intranets And Webs TM4Y ORM Presentation Intranets And Webs TM4Y ORM Presentation Presentation Transcript

    • Tailormade4you Presents: ORM – Online Reputation Management
      • Introduction
      • Online Reputation Management definition
      • ORM approaches – reactive and proactive
      • Monitoring tools and methods
      • Manage your online assets
      • Own the search engines
      Agenda
    • Who Is TM4Y
      • Tailormade4you – web design and online marketing for 4 years
      • Web design using Joomla and Wordpress
      • SEO – focusing on natural Google results
      • Christine Anderssen – over 20 years of corporate IT experience
      • MCom MIS at WITS
    • ORM - Definition
      • What do these people have in common?
    • ORM - Definition
      • Tarnished Reputation
      • Previously news was formally managed through formal media channels
      • Today…
      User Generated Content! Also called “Consumer Generated Media” (CGM) or “Consumer Generated Content” (CGC)
    • ORM - Definition
      • Over 100 million blogs
      • Social media sites
      • Gave rise to the concept of the ‘citizen journalist’
    •  
    • ORM-Definition
      • It is easy for disgruntled employees to write bad things about your company
      • It is easy for employers to look up your facebook page
      • What does your online reputation say about you or your company?
    • ORM = Online Reputation Management The combination of Marketing, PR and Search Engine Marketing to increase your overall positive web presence.
    • ORM approach Monitor Analyze Influence/ Repair These strategies can either be executed REACTIVELY or PROACTIVELY!
    • Monitor – What and Where
      • What to monitor:
        • Your company name
        • Products and services (e.g. brand names)
        • Executives and spokespeople
        • Industry trends
        • Competitors
      • Where to monitor:
        • Cast a wide net to catch any mentions
        • Centers of influence (e.g. forums or blogs, specific sites)
        • Communities (e.g. Facebook, Myspace etc)
        • Search engine result pages (SERPS)
    • Analyse
      • Analyse the results of your monitoring efforts and/or the search engine result space
      • For each of the results, evaluate:
        • What type of site
        • Value of the site
        • Sentiment (positive/negative/neutral)
    • Outcome of the Analysis
      • Few results: No one is talking, you have few mentions in the first results in the Search Engines
      • Indifferent results: Your company (or you) are mentioned in the first couple of results on the search engines, but the comments are indifferent/neutral
      • Negative results: Most of the results in the search engines and online conversations are negative!
    • Action to be taken - Influence
      • Influence : Proactive approach – to be taken for ‘indifferent’ or ‘few’ results.
      Strategy: Own the search engines before they own you!
    • Action to be taken – Repair
      • Repair : Reactive approach – to be taken for ‘negative’ results.
      • Will be more expensive than Proactive approach, more damage control to be done!
    • Action to be taken – Repair (cont) Strategies: 1. Move the negative results down into the SERPS (off to page 3 or 4) 2. Engage and address negative comments/criticism
    • Some detailed ORM strategies
    • Monitoring Tools And Methods
      • Option 1: Use one of the commercial ORM tools available on the market. Examples: Trackur, Techrigy, Brandseye, Brandwatch, Brandmonitor.
      • Pro’s:
      • These tools monitor a wide range of sources (e.g. blogs, forums, social media, other websites)
      • Updates are normally every couple of hours
      • The tools all provide some form of ‘sentiment’ analysis
      • Con’s:
      • Some of them are complex to set up and learn how to use and might be an overkill for certain situations
    • Monitoring Tools and Methods
      • Option 2: Use free tools and utilities Examples:
      • Set up RSS feeds from Google News, Google Alerts, Technorati.com, Yahoo news, Forums, News Groups etc
      • Track changes on web pages via tools such as Copernic Tracker, Website Watcher and WatchThatPage.com
      • Pro’s:
      • Tools are free to use (or have a free trial)
      • Con’s:
      • Sentiment analysis and value analysis (i.e. how influential is the particular blog or site that the reference is on) must be done by hand – can be time consuming
      • Too much information to be processed
    • Manage your online assets
      • There are more sites that you have control over than you might think. These can be used to dominate search engines rankings.
      • Examples : Your own corporate sites, blog sites, Micro sites, partner sites, social networking sites, Corporate Communications (press releases, articles)
    • How to leverage your online assets
      • Register profiles across all social networking sites (Myspace, Facebook, Naymz, LinkedIn, Twitter, Plaxo)
      • Register all variants of Corporate name or Brand names, even negative ones (e.g. companynamesucks.com)
      • Start interacting on blogs and forums
      • Start creating more online corporate communications eg. Online press releases and articles
    • Own the search engines
      • Google is the ultimate reputation engine!
      • Make sure your corporate site is at the top of the search engines for:
        • Company name
        • All brand names
        • All keywords associated with your products and services
      NB! You will need to use a good SEO company for this!
    • Conclusion
      • Online Reputation Management helps with:
        • Presenting a good image of your company
        • Building your brand online
        • Building trust with your potential and existing customers
        • Gaining new customers through the power of the Internet
      • Can you really afford to be without it?