ePR & Reputation Management

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ePR & Reputation Management

  1. 1. Online Reputation Management via ePR DIGIQOM Centre of Excellence
  2. 2. What is Online Reputation Management? Online Reputation Management or ORM is ensuring you achieve and maintain A positive reputation through the careful management of online information Pertaining to your brand. DIGIQOM Centre of Excellence
  3. 3. So what does that mean? Google should present your Company & Brand Results 1. Updated 2. Clean 3. Diverse 4. Across Multiple Channels EGO SEARCH DIGIQOM Centre of Excellence
  4. 4. “ Public relations is the practice of managing the flow of information between an organisation and its publics.” Wikipedia DIGIQOM Centre of Excellence
  5. 5. How is ePR different? You have less control… … over FAR MORE channels DIGIQOM Centre of Excellence
  6. 6. Tools that dominate ORM •Blogs •Forums •Social networks •Social bookmarks •Email •SMS •Twitter DIGIQOM Centre of Excellence
  7. 7. THE BLOG POWER Well over 120 million blogs Still over 200 000 new ones created daily People are talking… DIGIQOM Centre of Excellence
  8. 8. Why are blogs important? They dominate search results They are the voice of your brand perception So consumers have a voice like never before! DIGIQOM Centre of Excellence
  9. 9. So, how do we tame this wild beast? We don’t! DIGIQOM Centre of Excellence
  10. 10. Listen | THINK | Engage DIGIQOM Centre of Excellence
  11. 11. Wikipedia: reputation is the general opinion, or more technically, a social evaluation, of the public toward a person, a group of people, or an organization. DIGIQOM Centre of Excellence
  12. 12. How is online reputation different? It spreads faster... … and the evidence lasts longer DIGIQOM Centre of Excellence
  13. 13. DIGIQOM Centre of Excellence
  14. 14. WHAT TO TRACK as much as possible company names brand names employee names events DIGIQOM Centre of Excellence
  15. 15. MEASURE ONLINE REPUTATION Data stored for each mention: Page Level Data •URL •Page title •Author •Date published •Date picked up •PageRank DIGIQOM Centre of Excellence
  16. 16. Mention data •State (relevant/irrelevant/duplicate/spam) •Media Origin (Press/Enterprise/Consumer/Directory •Language •Credibility (0 to 9; unknown to authoritative) •Sentiment (-5 to 5, emergency to celebration, no zero) •Number of phrase matches •Is the mention linked to your website: Y/N DIGIQOM Centre of Excellence
  17. 17. SHARE YOUR ONLINE REPUTATION STATUS Trigger custom notifications based on mention status High severity: trigger an SMS to the CEO Low severity: trigger an email to the contact centre High positive: trigger email to marketing/PR > testimonials! Low positive: trigger an email to SEO team > link building! DIGIQOM Centre of Excellence
  18. 18. REPORTING DIGIQOM Centre of Excellence
  19. 19. So far, WE TRACK WE MEASURE NOW LET’S MANAGE IT! DIGIQOM Centre of Excellence
  20. 20. TOOLS WE CAN USE Firstly have a BLOG– it gives you a voice when you need one Blogging is NOT difficult if you are an open organisation Create a blogging culture and the rest will take care of itself DIGIQOM Centre of Excellence
  21. 21. Then there is the traditional press release But online it needs to be tweaked The press release has evolved… DIGIQOM Centre of Excellence
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  23. 23. And make sure its been optimised for search engines Get it indexed on your site first! DIGIQOM Centre of Excellence
  24. 24. DIGIQOM Centre of Excellence
  25. 25. And with social media, comes multimedia Use images, audio and video only where they are relevant and add value to the message You can submit it to specific journalists and bloggers DIGIQOM Centre of Excellence
  26. 26. User Generated Social Newswires Networking Sites Online News Media SEO E-Marketing RSS and XML Tagging DIGIQOM Centre of Excellence
  27. 27. DIGIQOM Centre of Excellence

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