-ORM- Online Reputation Management 15th May, 2015

What is ORM? Online reputation management is the practice of monitoring the Internet reputation of a person, brand or business, with the goal of suppressing negative mentions entirely, or pushing them lower on search engine results pages to decrease their visibility.

Did you Know? #1 59% of their users considered customer reviews to be more valuable than expert reviews 60% of online shoppers provide feedback about a shopping experience, and are more likely to give feedback about a positive experience than a negative one 80% of Americans now say they look at product reviews before making a purchase 80% of global consumers trust online consumer reviews, making them the second most trusted form of advertising behind earned media like word of mouth *BIGresearch, Google, Nielsen, eTailing Group, Forrester, BizRate, JupiterResearch, TechCrunch 2

Did you Know? #2 71% of online shoppers read reviews, making it the most widely read consumer- generated content 71% used keyword searches to find products 80% of online shopping time is spent researching products rather than buying them 92% deemed customer reviews as "extremely" or "very" helpful 92.5% of adults regularly or occasionally research products online before buying them in a store *BIGresearch, Google, Nielsen, eTailing Group, Forrester, BizRate, JupiterResearch, TechCrunch 2

The Internet has changed everything! Before the Internet, Businesses Controlled Their Messages via One-way Communication Channels Thanks to the Internet, EVERYONE Controls the Message via Blogs, Social Media, and Customer Reviews

Why is ORM so important? … That Includes UNHAPPY Customers Prospects Are Online Competitors Are Online Customers Are Online … That Includes UNHAPPY Customers

Internet Chatter adds to the Company’s Reputation Business Reputation Former Employees Forums Customer Reviews Social media Bloggers

What this means for PR People? PRs/marketers have to work quicker Traditional PR output is still essential Provide ready-format materials to make journalist’s job easier PRs must create content in multi-format modes Go out of the way to help journalists AND Go around ‘old media’ and deal direct with stakeholders (via social media)

Negative Effects of Bad Online Reputation Loss of Existing Customers Difficulty in Getting New Customers Results in Financial Loss for the Business

Positive Effects of Good Online Reputation Retain Existing Customers Easier to Get New Customers Maintain a Positive Brand Image

How to maintain Good Online Reputation Be PROACTIVE instead of REACTIVE Monitor Online Conversations About Your Business Respond and Interact with Consumers Online Create and Distribute POSITIVE Content Regularly

Engage with Customers Actively Seek Reviews from Satisfied Customers Boost Conversions Provide Feedback about Your Product or Service Consumers TRUST and EXPECT Online Reviews

Monitor Online Conversations Find out what people are saying about your Business Do a Google Search for Your Business Name… What Comes Up? Check Articles, Blogs, Forums, and Customer Review Sites Frequently Check Your Own Blog / Website for Comments Pay Close Attention to the Social Network Sites

Respond and Engage with Customers Listen to What People are Saying Respond to Both Positive and Negative Comments Be Respectful and Display a Helpful, Friendly Demeanor Try and offer Quick Solutions

Why Respond and Engage with Customers? Builds Relationships Allows You to Actively Manage and Control Your Brand Shows that You Care Allows Other People to See Your Point of View

Improving Reputation Use SEO to Drive Down the Negativity Create and Submit Press Releases, Articles, and Videos Create a Blog and Submit Fresh, Unique Content Regularly Engage in Social Media and Build a Loyal Following Ask for Negative Reviews to be Removed Don’t Ignore Your Unhappy Customers - Promptly Address Issues Know When to Walk Away - Don’t Argue with Customers as you cannot please everyone

Improving Reputation Use SEO to Drive Down the Negativity Create and Submit Press Releases, Articles, and Videos Create a Blog and Submit Fresh, Unique Content Regularly Engage in Social Media and Build a Loyal Following Ask for Negative Reviews to be Removed Don’t Ignore Your Unhappy Customers - Promptly Address Issues Know When to Walk Away - Don’t Argue with Customers as you cannot please everyone

BAD Online Reputation #1

BAD Online Reputation #2

ORM - Process Selection of tracking tool Defining monitoring process and intervention policy Identification of issues to be tracked (periodic) Selection of brand and issue based keywords Training of tracking tool with keywords Reporting Intervention as and when desirable

Tools that Help in Tracking Online Reputation Salesforce Radian 6 – allows you to quickly and efficiently track, monitor, and react to comments, questions, and complaints as they happen. Google Alerts – one of the most effective tools for online reputation management Trackur – a social media monitoring tool that offers instant notifications when your brand is mentioned Brandseye – has a full set of features that make online reputation management simple Social Mention – A totally free tool for Personal and Non-commercial use, it is a search engine that scours the social sphere for mentions of your brand, or a competitor, or any key phrase you type in

Screenshots – Radian 6 #1

Screenshots – Radian 6 #2

Questions?