ORM as a business driver

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Acceleration Media Online Reputation Management Conference - presentation by Tony Sousa

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ORM as a business driver

  1. 1. ORM as a business driverPresented by Tony Sousa
  2. 2. the company lost 10% oftheir share value - amassive $180million - afterbeing blamed for damaginga musicians guitar
  3. 3. “A good reputation is more valuable than money” Publilius Syrus 1st Century BC
  4. 4. Our reputation is more important than thelast hundred million dollars. Rupert Murdoch
  5. 5. A brand is what it says it is…
  6. 6. Online Reputation Management is the practice ofconsistent research and analysis of one’s personal or professional, business or industry reputation as represented by the content across all types of online media
  7. 7. consumers nolonger preparedto merely watch,listen or read…
  8. 8. they want to participate, share, respond and collaborate…
  9. 9. ORM as a business driver
  10. 10. • Proactive V/S Reactive• Stakeholder engagement• What are your customers interested in?• Any advocates of your brand?• Cultivating quality leads• Loyalty & Trust
  11. 11. Three phases of an end-to-end approach...listening measuring engaging
  12. 12. listening....…conversations around your brand…conversations around your stakeholders…conversations around your competitors
  13. 13. measuring...…what people are saying…where they are saying it…when they are saying it…who is saying it…the influence of what they say
  14. 14. engaging...…active dialog…respond to customer enquiries…improve customer satisfaction…actively manage reputation
  15. 15. …measuring again
  16. 16. and its not just crisis management…
  17. 17. insights into consumers...
  18. 18. develop early warning system…
  19. 19. gauge marketing effectiveness...
  20. 20. be ahead of the curve – spot consumer trends...
  21. 21. identify who real influencers are...
  22. 22. inform your social media strategy, policies and guidelines...
  23. 23. Perceptions left unchallenged become belief...
  24. 24. Key take-outs• accept that there is a conversation happening• listen• decide what you need to measure & ensure you have the right tools to do so• develop engagement policies and procedures• work on an escalation plan• understand resource requirements• develop benchmarks & ROI
  25. 25. Don’t just use Social Media to broadcast your Company info. Use it to foster long-term reputation & the well being of your brand.
  26. 26. Being invisiblebeing invisibleyou! not save you… will NOT help will
  27. 27. Tony Sousa083 200 0027 tonysousa01

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