1. -ORM- Online Reputation Management
15th May, 2015

2. 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.

3. 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

4. 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

5. 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

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

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

8. 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)

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

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

11. 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

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

13. 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

14. 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

15. 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

16. 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

17. 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

18. BAD Online Reputation #1

19. BAD Online Reputation #2

20. 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

21. 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

22. Screenshots – Radian 6 #1

23. Screenshots – Radian 6 #2

24. Questions?