Digital Marketing Notes

1. What Is Online Reputation Management (ORM)?
The key focus of online reputation management, or ORM, is to create a positive perception of a
brand or business.
Every activity a brand takes part in should be monitored and managed to help shape the opinions
of existing and future customers, ultimately making the business appear reliable and trustworthy.
The Connection Between ORM And SEO
We all know that customers are increasingly turning to search engines as they research new
products to buy or services to invest in.
So, ensuring that, when your brand is searched, the best and most positive results are the ones that
show up first is an essential part of any ORM strategy.
What appears in those top searches heavily influences how people think about your brand.
That’s why you need to be in control of those results as much as possible, and take ownership of
what message is being shown to your audience.
ORM is a multi-channel approach to prevent and resolve any issues that could damage your
brand’s reputation.
Factors That Contribute To ORM
While the mix that each business uses to maintain its online reputation will differ, ORM should
involve a combination of the following:
 Owned media – Employee and customer stories, user-generated content (UGC), reviews,
webinars, and brand-created content.
 Paid media – Sponsored social posts, lead generation, affiliate programs, and native
advertising.
 Earned media – Media relations, influencer marketing, and PR.
 Shared media – Community service and partnerships, co-branding campaigns, and organic
social media posts.


2. 

Paid Media
Paid media encompasses any form of online content that requires payment to feature your brand.
This includes Google Ads, social media ads, sponsored posts, and promotions by influencers.
Paid media is beneficial because you have full control over the narrative. But it can be quite
expensive.
Earned Media
Earned media is coverage your brand receives from third-party platforms (without payment).

3. Examples include:
 Press coverage
 Blog posts on other websites
 Forums
 Industry-specific third-party listings (like Glassdoor, Capterra, or Trustpilot)
 Review sites outside of your control (like Google or Yelp)
 You can get earned coverage organically through reviews, online listings, and so on. But
you sometimes need to reach out to publications and influencers to get social and press
coverage, etc.
 Earned media can shine a positive light on your brand and create trust with online visitors.
Shared Media
Shared media is any content about your brand posted on social media. Whether that content is from
your brand’s account or someone else’s.
Unaddressed complaints, negative comments, and low ratings on shared media channels can all
seriously harm your company’s reputation and turn off potential customers.
So, you should pay attention to what’s happening on your social media accounts the same way you
would pay attention to customer comments inside a brick-and-mortar establishment.
Monitor your brand mentions and quickly address negative feedback.
Owned Media
Owned media is any media you control, like your website or blog.
You can help control the reach of owned media platforms by improving your rankings on Google.
Here are a few ways to do so:
 Create relevant, useful content for your audience
 Target branded keywords
 Optimize for on-page SEO factors

4.  Get backlinks from authoritative sites in your industry
 Manage your presence in local search results
By following SEO best practices, you’ll have a better chance of ranking higher on Google. This
way, users will see valuable content from your brand when they search for keywords related to
your brand.
Why Reputation Management Is Important for Your Business
Maintaining a good reputation is important because it impacts sales.
In fact, almost 60% of U.S. consumers said they would avoid buying from a brand that comes
across as untrustworthy.
Anegative online reputation can hurt your brand’s trustworthiness. And, ultimately, your business.
Here are a few other reasons reputation management is crucial for your business:
It impacts buying decisions. 59% of shoppers said they perform online research before making a
purchase. And 97% of consumers consult product reviews before buying. So, you could lose
customers based on how your brand appears online.
It helps you deal with negative reviews. Negative reviews are inevitable—but staying on top of
your online presence can help you turn those reviews around. Customers whose complaints on
social media got handled in under five minutes tended to spend more on future purchases.
It provides valuable feedback. If you get the same complaint multiple times, there’s probably an
underlying issue to fix. Start collecting useful insights on your products, services, or overall
customer experience by reading reviews.
How to Manage Your Brand’s Online Reputation
1. Audit Your Online Reputation
Before putting any ORM process in place, conduct an extensive online reputation audit.
You can do that by looking at Google results:

5.  Open an incognito browser window.
 Google your brand name.
 Review your Google Business Profile (ratings, reviews, comments, images, etc.).
 Take note of what sites appear on page one.
 Divide these sites into ones you can control (like social profiles) and can’t control (like
third-party sites)
2. Establish an Online Reputation Management Strategy
Now that you know your brand’s current reputation online, it’s time to set up an ORM strategy.
First, decide what you want to prioritize.
ORM Prioritization
Prioritizing which ORM tactics to implement and which mentions to respond to first will help you
manage your reputation better.
You can use the Impact Matrix to decide how to prioritize your tasks:
Quick wins are easy to accomplish and have a high business impact
Big bets take more effort to accomplish but have a high business impact
Fill-ins are simple but have a low business impact
Thankless tasks take a lot of effort but have a low business impact

6. 3. Policy Documentation, Communication Guidelines, & Tone of Voice
Managing comments, reviews, and mentions from several channels can be overwhelming if you
don’t set ground rules. Develop policy guidelines and a defined tone of voice to stay consistent in
your messaging to customers.
Policy Documentation
Writing down policy guidelines can help you prioritize tasks and streamline communication,
especially when multiple people are working on reputation management.
To start, here are a few things you can include in your documentation:

7. Who’s in charge of what channel. If it’s everyone’s responsibility, it’s no one’s responsibility.
Clearly define who’s in charge of which channel and try to stick to it. If multiple people work on
the same channels, clearly define their responsibilities so nothing slips through the cracks.
Response templates. Come up with response templates for frequently asked questions. This will
save time and help your brand sound more unified.
Who’s who in your field. Do you have any influencer partners everyone on the team should know
about? Any particular trolls you no longer respond to because it would only escalate the situation?
Keep this information in your policy documents.
Communication Guidelines
You’ll also want to include communication guidelines in your policy documentation. This will
help you prioritize day-to-day tasks and decide what to respond to first.
Depending on the size of your following, you may get many mentions and reviews at once. So
you’ll need to decide what is urgent vs. what can wait.
What you consider urgent will depend on your audience. If your customers primarily hang out on
Twitter, prioritize responding to negative tweets before negative Facebook comments since your
target audience is less likely to see the Facebook comment.
ORM types of responses
Urgent: Could this review be detrimental to your brand? Check the profile of the person who
wrote the review. If they are popular in your space, the negative review may have a higher chance
of going viral. In this case, the situation may be urgent.
Non-urgent: Could this situation be resolved easily? Is it a typical question or concern you can
easily fix? It probably doesn’t warrant an urgent response. But be sure to come up with an
acceptable time frame for addressing non-urgent communications. You don’t want to leave your
customers hanging.
Tone of Voice
Establish a tone of voice and share the guidelines with anyone in your company who communicates
with customers or creates content.

8. Here are a few things to keep in mind when building your brand’s tone of voice:
 Who is your target audience, and how do they communicate with each other?
 Is your brand formal or casual—or somewhere in between?
 Does your brand communicate with slang and emoji?
 Are there any words or phrases your brand should never use?
 What’s your brand’s mission, and how does it affect communication?
4. Monitor Brand Mentions
You need to know what people say about your brand. The longer it takes for you to respond to
negative comments, the bigger the problem might be.
You can monitor your brand mentions by setting up a Google Alerts for your brand name. You’ll
receive an email when new results for your chosen topic show up in Google Search.
5. Plan Your Crisis Management Strategy
Crises happen without warning. The good news? You can prepare for them with a crisis
management strategy.
Your strategy should outline an internal communication plan, which team members will handle
public responses, and how to address social media mentions.
Here are a few things you can do to prepare in advance:
 Use media monitoring tools that will quickly alert you if there are any unexpected
conversations happening about your brand.
 Keep an eye on industry trends. Legislation changes, cultural changes, or technological
advancements may put stress on your business, depending on your industry.
 Know which channels your audience prefers and how to communicate most efficiently. If
your audience gravitates toward Twitter, use Twitter as your primary communication
channel. This way, you will reach a wider audience more efficiently.
 Know who’s in charge of responding to comments and reviews. You may choose to have
one or two people publicly communicate during a time of crisis, depending on the severity
of the situation.

9.  Draft responses to react quickly to negative comments. Just be sure that no one copies and
pastes the same response without personalizing it. This can look insensitive in a time of
crisis.
6. Encourage Customer Reviews Online
One of the best ways to manage your online presence is to encourage your customers to leave
truthful reviews on Google and other review sites, like Yelp and Trustpilot. This will increase
your online visibility and help with your reputation.
7. Manage Negative Online Reviews
A whopping 94% of customers admit that a negative online review can prevent them from
choosing a particular business.
So, it’s crucial to manage the negative reviews you receive.
Before addressing negative reviews, assess the most problematic ones. Reviews that rank
highly on the search engine results page (SERP) are a great starting point. Quickly run through
the following platforms:
 Google Business Profile
 Social media platforms
 Third-party listings like Trustpilot or Glassdoor
Find all the negative reviews (if there are any). Now it’s time to respond.
How to Respond to Negative Reviews
It’s best to respond to negative reviews quickly before they spiral out of control. Here are some
general guidelines for navigating negative reviews:

10. 8. Choose Influencers Wisely
Influencer marketing is when a brand collaborates with online influencers to promote products and
services. And it can yield great results.
It can also be a great substitute for paid media. But keep in mind that you won’t have the same
control over your reputation as you do when you use ads or sponsored posts.
USER GENERATED CONTENT
What is user-generated content?
User-generated content (UGC) is published information that an unpaid contributor provides to a
website. The information might be a photo, video, blog or discussion forum post, poll response or
comment made through a social media website.
In traditional communication methods, a single source provides information to multiple receivers
-- such as a commercial on a local news channel, a newspaper article or a book. However, some

11. media organizations base their entire business models on UGC, encouraging unpaid contributors
to provide content that the media organization can republish, promote and profit from.
Why is user-generated content important?
With the rise in social networking channels, user-generated and organic-reach content has become
more popular than ever. Customers and brand loyalists mainly generate this brand-specific content,
which is vital in influencing the buyer's journey.
The following highlights how UGC can be beneficial if incorporated into a company's
marketing mix:
1. Authenticity. In a competitive online space, brands can benefit from authentic reviews,
sentiments and attention that their customers generate. UGC can also boost social media reach and
growth, as most buyers are willing to accept recommendations for products and services if real
people make them as opposed to the brand itself. For example, with the release of the iPhone 6,
Apple encouraged users to take everyday photos from their phones and upload them using the
hashtag #ShotOniPhone6. Apple picked the best images and showcased them on various print and
digital media platforms worldwide, which yielded rave reviews and affirmation for the product.
2. Brand loyalty. UGC cultivates brand loyalty because consumers create the content rather than
official representatives of the brand. Companies can gain a high level of customer faith by putting
their audience first and encouraging them to participate in the brand's image building.
3. Cost-effectiveness. UGC is a cost-effective option for businesses looking to promote their
brands without spending thousands of dollars on promotions and TV commercials. Unpaid
customers -- who are trying to share their experience with a product or service, build a connection
with like-minded individuals or are simply looking to avail some perks – create most UGC content
organically.
4. SEO boost. Positive customer reviews and surveys can elevate a brand's search engine
optimization (SEO) Consumers mainly post UGC on blogs with backlinks to product websites.
Analyzing consumers' search keywords and phrases enables brands to improve their keyword
optimization research.

12. While UGC has many benefits, it can also have a few drawbacks. Commercial media's growing
reliance on user-generated content has led to controversy in the publishing world. Some
organizations monitor UGC carefully for profanities, lies and attacks on other contributors. Other
organizations let user self-police their content.
Types of user-generated content
UGC isn't limited to a company's size, industry affiliation or product offerings. From luxury brands
to household products, user-generated content can resonate with all audiences.
The following are the main types of user-generated content:
Images. Unpaid customer images of products posted on social media, blogs and other online
platforms.
Videos and live streams. GoPro videos, YouTube videos, Instagram Stories, natively shot videos,
live video streams on Facebook and other platforms, which the creator isn't getting paid for. These
videos can also include product unboxing and hauls.
Social media content. Any social media message regarding a brand, such as a tweet, Instagram
post or Facebook update.
Product reviews and testimonials. Customer reviews on a section of a product's website or a
third-party site, which can include Yelp, Google, TripAdvisor and G2.
Blog posts. A product tutorial or a review that bloggers post on their blogs without getting paid
for it.
Q&A forum. A public forum where customers and the brand can engage in healthy discussions
and answer questions regarding a product.
Case studies. Detailed, unpaid customer reviews that explain the pros and cons of products and
services.
Surveys. Customer-provided views or descriptions of a specific feature or product.

13. How to integrate user-generated content into your marketing strategy
A study on UGC indicates that 80% of consumers are more likely to make purchases if the brands
offer personalized customer experiences. This data is just one example of the importance of
integrating UGC into a brand's marketing strategy.
The following are ways that companies can integrate UGC into content marketing strategy:
Reviews
Before making purchasing decisions, most consumers read product reviews because they provide
a glimpse into the product, they're interested in buying. Reviews also increase the reliability factor
for a brand and help boost traffic to a website, which results in increased conversion rates.
To integrate review-based UGC into their marketing campaign, companies should encourage
customers to leave reviews for every product they purchase. Companies should also provide
customers the option to leave reviews on multiple platforms, such as Facebook, Yelp, Google,
TripAdvisor and third-party websites, to facilitate conversion rates.
Another way to incorporate reviews into a marketing strategy is to incentivize them by exchanging
reviews for coupons, reward points or gift cards. Emails with incentive keywords in the subject
line can help motivate customers to rate products.
Businesses should also remember that reviews can be both positive and negative. However, both
serve a purpose in building a brand's identity. Any negative reviews should be taken as an
opportunity for a business to earn customer trust. Personally, responding to every review with
genuine courtesy and concern can facilitate this trust.
Hashtag contests
Hashtag contests can motivate followers to contribute to a brand's hashtag. Followers can use a
specific hashtag to share content, such as photos and videos, on a social media platform to win
prizes. These contests are a great option for brands that want to popularize their hashtags, as it
helps with brand awareness and can help boost sales.

14. To incorporate this popular UGC strategy, companies should create content with hashtags that are
unique and easy to remember.
For example, a hotel comparison site, Trivago, launched an Instagram photo contest using the
hashtag #trivagofaves. Participants had to share original photos of their favorite hotels listed on
Trivago by tagging them with the given hashtag to win $500. The contest generated over 37,000
views and produced tons of posts featuring top hotels along with partner promotions.
Gamification
This incentive-based strategy makes UGC entertaining and rewarding for customers. Users are
recognized and rewarded in return for completing a few tasks. Brands use concepts such as high
scores, badges, leaderboards, levels and points to encourage people to complete tasks and share
their experiences with the brand.
To reap the benefits of gamification, companies can grant customers points for writing social media
posts. Customers can then use those points for discounts and coupons. Other options, such as
receiving unlockable freebies with repeat purchases, can also be part of the incentives.
Video content
Videos can connect to customers in a unique way. Their potential for shareability and the
possibility of going viral can substantially boost a business's following. Also, when people see real
customers filming their shopping experiences, traveling or using certain products, it automatically
instills confidence in those products and services.
Using curated content from customers, brands can create UGC videos that showcase original
perspectives and genuine insights into their brands. UGC videos tend to gain higher consumer trust
compared to branded videos, as they can engage the audience at a personal level.
Seasonal content
The changing seasons and holidays offer myriad opportunities for businesses to promote through
UGC. During special occasions and holidays, brands can connect to their followers on an
emotional level.

15. Businesses should study their target audience and holiday season goals to integrate seasonal UGC
into their marketing strategy successfully. Brands can also ask followers to share images, post
videos, use hashtags, write testimonials and participate in contests. For example, Starbucks used
to launch the yearly #RedCupContest in December, where fans would share photos of their
customized coffee cups on social media to get a chance to win a Starbucks gift card.
Examples of user-generated content
Coca-Cola: Share a Coke campaign
Coca-Cola launched this popular UGC campaign in 2011 when it decided to print the 150 most
common male and female names on their bottles in Australia. The idea was to inspire people to
share a Coke with loved ones. The idea went viral, and people started taking pictures of their
personalized bottles and sharing them on social media with the #ShareaCoke hashtag. The
excitement quickly snowballed into 80 more countries, turning this into the biggest UGC campaign
of all time.
SOCIAL COMMERCE
DIMENSIONS OF SOCIAL COMMERCE
https://digitalwellbeing.org/the-6-dimensions-of-social-commerce-rated-and-reviewed/
WORD OF MOUTH
Digital Word-of-Mouth Marketing
When it comes to making buying decisions, people trust information from their family and friends
more than any other form of information. They turn to their community for recommendations
before purchasing any kind of good or service. Consumers will default to the opinions of their
friends, family, colleagues and social peers with far greater frequency than they’ll listen to even
the most polished or compelling marketing pitch.
However, the evolution of the internet coupled with the meteoric rise of social media use in the
last decade has catapulted traditionally private word-of-mouth exchanges into the public domain.

16. When shopping for any type of item, consumers turn to online reviews to make their decision.
These trusted words — even from online strangers — are an incredibly important part of the buying
process.
 82% of consumers read online reviews for local businesses, with 52% of 18-54-year-olds
saying they ‘always’ read reviews
 The average consumer reads 10 reviews before feeling able to trust a business
 The average consumer spends 13 minutes and 45 seconds reading reviews before making
a decision
Influencer Word-of-Mouth Marketing
 Social media has changed our world, and the world of marketing. It’s become an integral
part of people’s lives, and a key way for brands to connect with their existing and potential
customers.
 Social media also gave rise to influencer marketing. With social media platforms like
Facebook, YouTube, Instagram, Pinterest, Snapchat, and Twitter becoming ingrained in
consumers’ day-to-day lives and habits, consumers are becoming content creators
themselves, curating and crafting their own personal brands.
 Influencer marketing is essentially the use of paid and unpaid content created by online
users to promote or recommend a brand/product. It improves brand awareness, increases
traffic, and drives your brand’s message to your target audience. When done right, it adds
credibility and authenticity to your marketing message.
 Influencer marketing uses digital word-of-mouth marketing and social proof, which we
know are key pillars to any successful marketing strategy.
Optimizing Word-of-Mouth Marketing
A large part of digital word-of-mouth marketing these days is customers (or even prospective
customers) sharing content that the company made available to them. It makes it easy for a
customer to tell their network why they like a product or service, without having to put in much
energy.

17. What Is the Digital Version of Word-of-Mouth Marketing?
Digital word-of-mouth marketing employs technology, particularly the Internet, to facilitate word-
of-mouth exchanges. Review boards, social media sites, and blogs are popular digital platforms
consumers use to share their experiences, good and bad, and these shared testimonials significantly
influence consumer purchase decisions.
Why Is Word-of-Mouth Marketing So Important?
Word-of-mouth marketing is important as it is an effective way to increase sales, promote products
and services, increase brand recognition, and build customer loyalty.
Many companies employ strategies that prompt customers to recommend their services and/or
products and share positive experiences.
Essentially, companies create the spark that causes the firestorm of chatter among consumers, and
since studies show that most people trust the advice of family and friends, focusing on word-of-
mouth marketing can be more beneficial and cost-effective than other forms of marketing.
The Bottom Line
Word-of-mouth (WOM) marketing is when a consumer shares a positive experience with their
peers about a good or service. WOM marketing is great for businesses as it generates business
without incurring additional marketing costs. Businesses can, however, purposely contribute to
word-of-mouth marketing efforts.
WOM marketing is usually experienced over dinner parties, texts, and casual encounters between
friends and family. It can also be set through buzz, viral media, blogs, and social media marketing.
INFLUENCER MARKETING
https://sendpulse.com/support/glossary/influencer-marketing
https://www.digitalvidya.com/blog/what-is-influencer-marketing/
AFFILIATED MARKETING

18. What Is Affiliate Marketing?
Affiliate marketing is a process in which an affiliate will promote a business’s
products and services and receives a commission if the affiliate achieves a sale.
An affiliate is a person that utilizes its networks and online marketing
capabilities to promote products and services.
Affiliate marketing and the use of affiliate marketers is a sales and
performance-based advertising method that offers many benefits to both the business
and the marketer.
How Does Affiliate Marketing Work in a Nutshell?
Here are the six simple steps:
 The affiliate and the business get into a relationship either through a third-
party (an affiliate network) or directly.
 An Affiliate shares the product and service to their network of choice
(typically a link or a coupon)
 Potential customer engages with the link.
 Customer lands on the businesses landing page
 The customer makes a purchase.
 The business gets the sales, and the affiliate marketer receives a commission.

20. Affiliate Marketing Costs
As affiliate marketing is all about providing a cut of sales for results, it can become
a very cost-effective method to promote your business with affiliates. Compared to
other online advertising methods, affiliate marketing is a profitable advertising
strategy and a low-risk endeavor.
You have to include in the budget the following costs:
 Network fees
 Marketing resources
 Management
 Advertising costs
 Acquisition of affiliates
 Affiliate commissions
 Product development (Optimized products will work best)
Affiliate Marketing Analytics
Affiliate marketing analytics starts with defining business goals and the proper KPIs
for measuring the success of the affiliate program as a whole.
Affiliate marketing analytics consists of measuring data, management of KPIs,
Optimization, and data analysis.
Example of key metrics that you should track in your affiliate program:
 Revenue
 Orders & avg. order value
 Clicks
 Impressions
 Leads

21.  Commissions
 Conversion rates
 Attribution
 Return on Investment (ROI)
 Cost Per Acquisition (CPA) of customers and the affiliates
 Onboarding length customers and affiliates
 Customer lifetime value (LTV)
Using web analytics to improve your affiliate program results is essential to keep
growing and making a better program overall. Tracking critical metrics of a
campaign and the target landing pages helps you optimize every aspect of your
affiliate marketing process.
https://engaiodigital.com/affiliate-marketing/
CO-MARKETING
https://www.outbrain.com/blog/everything-you-need-to-know-about-creating-co-
marketing-campaigns-that-work/
https://www.digitalgumma.com/how-fmcg-product-use-co-branding-and-joint-
sales-promotions-to-increase-sales/ Co-branding and Co-marketing