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.

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Intranets And Webs TM4Y ORM Presentation

  1. 1. Tailormade4you Presents: ORM – Online Reputation Management
  2. 2. <ul><li>Introduction </li></ul><ul><li>Online Reputation Management definition </li></ul><ul><li>ORM approaches – reactive and proactive </li></ul><ul><li>Monitoring tools and methods </li></ul><ul><li>Manage your online assets </li></ul><ul><li>Own the search engines </li></ul>Agenda
  3. 3. Who Is TM4Y <ul><li>Tailormade4you – web design and online marketing for 4 years </li></ul><ul><li>Web design using Joomla and Wordpress </li></ul><ul><li>SEO – focusing on natural Google results </li></ul><ul><li>Christine Anderssen – over 20 years of corporate IT experience </li></ul><ul><li>MCom MIS at WITS </li></ul>
  4. 4. ORM - Definition <ul><li>What do these people have in common? </li></ul>
  5. 5. ORM - Definition <ul><li>Tarnished Reputation </li></ul><ul><li>Previously news was formally managed through formal media channels </li></ul><ul><li>Today… </li></ul>User Generated Content! Also called “Consumer Generated Media” (CGM) or “Consumer Generated Content” (CGC)
  6. 6. ORM - Definition <ul><li>Over 100 million blogs </li></ul><ul><li>Social media sites </li></ul><ul><li>Gave rise to the concept of the ‘citizen journalist’ </li></ul>
  7. 8. ORM-Definition <ul><li>It is easy for disgruntled employees to write bad things about your company </li></ul><ul><li>It is easy for employers to look up your facebook page </li></ul><ul><li>What does your online reputation say about you or your company? </li></ul>
  8. 9. ORM = Online Reputation Management The combination of Marketing, PR and Search Engine Marketing to increase your overall positive web presence.
  9. 10. ORM approach Monitor Analyze Influence/ Repair These strategies can either be executed REACTIVELY or PROACTIVELY!
  10. 11. Monitor – What and Where <ul><li>What to monitor: </li></ul><ul><ul><li>Your company name </li></ul></ul><ul><ul><li>Products and services (e.g. brand names) </li></ul></ul><ul><ul><li>Executives and spokespeople </li></ul></ul><ul><ul><li>Industry trends </li></ul></ul><ul><ul><li>Competitors </li></ul></ul><ul><li>Where to monitor: </li></ul><ul><ul><li>Cast a wide net to catch any mentions </li></ul></ul><ul><ul><li>Centers of influence (e.g. forums or blogs, specific sites) </li></ul></ul><ul><ul><li>Communities (e.g. Facebook, Myspace etc) </li></ul></ul><ul><ul><li>Search engine result pages (SERPS) </li></ul></ul>
  11. 12. Analyse <ul><li>Analyse the results of your monitoring efforts and/or the search engine result space </li></ul><ul><li>For each of the results, evaluate: </li></ul><ul><ul><li>What type of site </li></ul></ul><ul><ul><li>Value of the site </li></ul></ul><ul><ul><li>Sentiment (positive/negative/neutral) </li></ul></ul>
  12. 13. Outcome of the Analysis <ul><li>Few results: No one is talking, you have few mentions in the first results in the Search Engines </li></ul><ul><li>Indifferent results: Your company (or you) are mentioned in the first couple of results on the search engines, but the comments are indifferent/neutral </li></ul><ul><li>Negative results: Most of the results in the search engines and online conversations are negative! </li></ul>
  13. 14. Action to be taken - Influence <ul><li>Influence : Proactive approach – to be taken for ‘indifferent’ or ‘few’ results. </li></ul>Strategy: Own the search engines before they own you!
  14. 15. Action to be taken – Repair <ul><li>Repair : Reactive approach – to be taken for ‘negative’ results. </li></ul><ul><li>Will be more expensive than Proactive approach, more damage control to be done! </li></ul>
  15. 16. 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
  16. 17. Some detailed ORM strategies
  17. 18. Monitoring Tools And Methods <ul><li>Option 1: Use one of the commercial ORM tools available on the market. Examples: Trackur, Techrigy, Brandseye, Brandwatch, Brandmonitor. </li></ul><ul><li>Pro’s: </li></ul><ul><li>These tools monitor a wide range of sources (e.g. blogs, forums, social media, other websites) </li></ul><ul><li>Updates are normally every couple of hours </li></ul><ul><li>The tools all provide some form of ‘sentiment’ analysis </li></ul><ul><li>Con’s: </li></ul><ul><li>Some of them are complex to set up and learn how to use and might be an overkill for certain situations </li></ul>
  18. 19. Monitoring Tools and Methods <ul><li>Option 2: Use free tools and utilities Examples: </li></ul><ul><li>Set up RSS feeds from Google News, Google Alerts, Technorati.com, Yahoo news, Forums, News Groups etc </li></ul><ul><li>Track changes on web pages via tools such as Copernic Tracker, Website Watcher and WatchThatPage.com </li></ul><ul><li>Pro’s: </li></ul><ul><li>Tools are free to use (or have a free trial) </li></ul><ul><li>Con’s: </li></ul><ul><li>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 </li></ul><ul><li>Too much information to be processed </li></ul>
  19. 20. Manage your online assets <ul><li>There are more sites that you have control over than you might think. These can be used to dominate search engines rankings. </li></ul><ul><li>Examples : Your own corporate sites, blog sites, Micro sites, partner sites, social networking sites, Corporate Communications (press releases, articles) </li></ul>
  20. 21. How to leverage your online assets <ul><li>Register profiles across all social networking sites (Myspace, Facebook, Naymz, LinkedIn, Twitter, Plaxo) </li></ul><ul><li>Register all variants of Corporate name or Brand names, even negative ones (e.g. companynamesucks.com) </li></ul><ul><li>Start interacting on blogs and forums </li></ul><ul><li>Start creating more online corporate communications eg. Online press releases and articles </li></ul>
  21. 22. Own the search engines <ul><li>Google is the ultimate reputation engine! </li></ul><ul><li>Make sure your corporate site is at the top of the search engines for: </li></ul><ul><ul><li>Company name </li></ul></ul><ul><ul><li>All brand names </li></ul></ul><ul><ul><li>All keywords associated with your products and services </li></ul></ul>NB! You will need to use a good SEO company for this!
  22. 23. Conclusion <ul><li>Online Reputation Management helps with: </li></ul><ul><ul><li>Presenting a good image of your company </li></ul></ul><ul><ul><li>Building your brand online </li></ul></ul><ul><ul><li>Building trust with your potential and existing customers </li></ul></ul><ul><ul><li>Gaining new customers through the power of the Internet </li></ul></ul><ul><li>Can you really afford to be without it? </li></ul>

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