This document discusses online reputation management (ORM) in 3 steps: monitoring, analysis, and influencing. It emphasizes the importance of ORM today given that potential customers often research companies online. The 3 steps help balance risk and reward when it comes to a company's online reputation. Monitoring tools are recommended to track online conversations. Analysis determines whether conversations are positive or negative and where to strategically communicate. Influencing can help suppress negativity through the right social media strategies. The document also covers digital crisis management and having plans to respond instantly and keep a regular tone during online crises.

1. Online Reputation Management (ORM)
3 Steps to Balance Risk and Reward!
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2. Rob Thomas – WSI Consultant (UK)
• LinkedIn Search
– 97,072 results
• WSI very focused
on ORM
– 4 of top 10 are
WSI Consultants
• Rob’s passion!
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3. Webinar today
• Structure:
– Introduction
• What is Online Reputation Management (ORM)
• Why is it important
– The 3 Steps to balance Risk & Reward
• Monitoring
• Analysis
• Influencing
– Digital Crisis Management
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4. Introduction
• Remember the old adage?
– Good tell one, bad tell 10!
– Online multiply the impact x ‘000s
• The buzz can be good or bad
– You can’t control it
– But you can influence it
• Successful businesses listen and act!
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5. What is Online Reputation?
• Sum of what you do, say and what people say
about you:
– Good = increased customers & sales
– Bad = reverse trend and may even go bust!
• Online Reputation Management means:
– High ranking good publicity is the goal
– Focus search results where ever they are
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6. Why is ORM Important today?
• When people check you out they find:
– Hopefully your website…..
– But lots, lots more:
• Comparison site information
• Social Media comments
• Review sites
• Discussion groups / blogs
– All this = ORM
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7. You may have heard on these?
Reward!
Risk
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8. 3 Steps to balance Risk Reward
• Step 1: Monitoring:
– Google and Yahoo! Alerts
– Social Mention
– Radian6
– HootSuite
– Technorati
– Addict-O-Matic
– ReputationDefender
– WSI ReachCast
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9. • Live in North
America from 1st
Jan 2011
• Due to go live in
the UK in early
Q2 this year…..
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10. 3 Steps to balance Risk Reward
• Step 2: Analysis
– Healthy conversations are both +
and – in origin
– Provided you are listening you can
turn both into + ORM
– Analyse and strategize:
• Immediate appropriate conversations
• Strategic change communicated too!
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11. Balancing Risk & Reward
• I don’t meant to scare you!
• If you are ‘proactive’ (rather than reactive):
– Then you can reduce the risk
– But you should not stop listening
– That takes us nicely onto step 3
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12. 3 Steps to balance Risk Reward
• Step 3: Influencing
– When the situation is a crisis (more in a minute)
• Traditional PR responses are being challenged
by the Digital Age
– instant opportunity to improve the brand
– delay can only damage
• It is the opinions of customer that count
– Proactive steps can help suppress negativity:
• If the ratio of + to – is 10 to 1, then do the math(s)
• Take an active part in your industry blogs for instance
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13. Step 3: Influencing - How
• Select the right social technologies:
– Segment your customers first
– Then match to the right ones
– The most popular ones, Facebook
& Twitter may be a match but check
– Your ‘Tone of Voice’ is important
– Demonstrate your expertise to enhance your reputation
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14. Digital Crisis Management
• Digital Crisis Management Plan:
– Vital to have plans in place to deal with them
– Success is driven by:
• Timing
• Response &
• Sincerity
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15. Digital Crisis Management
• 5 Development Stages of a Digital Crisis Management:
1. Speed
2. Hyper-transparency
3. Dialogue
4. Search
5. Brand Enemy
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16. Digital Crisis Management
• 5 ways to prepare for Digital Crisis Management (DCM):
1. Monitor
2. Respond Instantly
3. Keep a regular tone
4. Educate your employees
5. Establish a business-wide “Digital Crisis Strategy”
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17. Summary & Further Resources
• The 3 steps to ORM are:
– Monitor
– Analyze
– Influence
• Don’t be a victim be a winner:
– Take control of your ORM
• Download the white paper @
– www.getwsipowered.com
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18. Any questions you think of later?
We’re just about to do the Q & A but first:
• http://uk.linkedin.com/in/robthomas
• For more information and/or support in implementing
your own Online Reputation Management system –
please get back in contact with your local WSI Internet
Marketing Consultant who would be pleased to assist you
• http://www.wsimarketing.com/locateimc.aspx
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19. Q&A
• Any questions left to answer from the webinar?
Thank you for attending ☺
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