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Online Reputation Management (ORM)
3 Steps to Balance Risk and Reward!
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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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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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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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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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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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You may have heard on these?R
isk
Reward!
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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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• Live in North America from 1st Jan 2011
• Due to go live in the UK in early Q2 this year…..
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• 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!
3 Steps to balance Risk Reward
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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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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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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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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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Digital Crisis Management
• 5 Development Stages of a Digital Crisis Management:1. Speed2. Hyper-transparency3. Dialogue4. Search5. Brand Enemy
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Digital Crisis Management
• 5 ways to prepare for Digital Crisis Management (DCM):1. Monitor2. Respond Instantly3. Keep a regular tone4. Educate your employees5. Establish a business-wide “Digital Crisis Strategy”
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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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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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Q & A
• Any questions left to answer from the webinar?Thank you for attending