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© 2008 Critical Mass, Inc. All Rights Reserved
Online Reputation ManagementBy Antonio Silano
16th March 2009
2© 2008 Critical Mass, Inc. All Rights Reserved
Contents
1. Introduction
2. Delving Deeper: What is Trust?
3. A focus on Online Reputation Management
4. ORM in Action
Online reputation management
3© 2008 Critical Mass, Inc. All Rights Reserved
Online reputation management
IntroductionThrough our research, we have identified 5 key pillars that we believe connect
brand experience to eCommerce:
- Experience
- Value
- Simplicity
- Inspiration
- Trust
This presentation focuses on Trust
4© 2008 Critical Mass, Inc. All Rights Reserved
Delving deeper: What is Trust?
5© 2008 Critical Mass, Inc. All Rights Reserved
Trust
What do we mean by ‘Trust’?
• Belief in your product and brand message; people want to know you mean what you say
• Reliability – Your brand must consistently deliver a high measure of quality
6© 2008 Critical Mass, Inc. All Rights Reserved
Trust
How do you get it?
• Deliver on your promises and manage your reputation in an effective manner - ORM
• Practice what you preach – you must show tangible results of the service you offer
• By realising nothing escapes attention anymore; the truth will always out!
• Listen and act according to your users’ needs –neglect does not serve to instill trust
7© 2008 Critical Mass, Inc. All Rights Reserved
Trust
What does it mean for your brand?
• It makes sure you retain a positive reputation on a global basis, not just locally
• Trust is a precious commodity, moreso given the growth of social media and WOM
• One bad word, if mismanaged, can lead to disaster: ‘Trust’ - via ORM – controls this
• Immortalization – once a record of an incident exists, it does so forever. People forget; search engines do not. Employing specific techniques to effectively manage these records is crucial to maintaining trust.
8© 2008 Critical Mass, Inc. All Rights Reserved
A Focus on Online Reputation Management - ORM
9© 2008 Critical Mass, Inc. All Rights Reserved
ORM
What is Online Reputation Management?
• Online Reputation Management or ORM is ensuring you achieve and
maintain a positive reputation through the careful management of online
information pertaining to your brand.
10© 2008 Critical Mass, Inc. All Rights Reserved
ORM
What does it require?
• Careful management of content you create that is related to your brand
• Consideration and awareness of 3rd parties’ comments related to your brand
• Permitting interplay of these aspects whilst monitoring public reaction to your brand
• Avoid being seen influencing online reputation through censorship or ‘cyber-bullying’
• Tact and intelligence dealing with negativity
• Analytics – track keywords and tagging applied to your brand, and act upon them
11© 2008 Critical Mass, Inc. All Rights Reserved
ORM
What can it achieve for your brand?
• SEO – very few people go beyond the first page of results using a given
search engine; successful ORM ensures that what they see is entirely
positive in tone
• A positive, trustworthy reputation
• Consumer confidence and, hopefully, an increase in sales
12© 2008 Critical Mass, Inc. All Rights Reserved
ORM in Action: The Good, the Bad and the (potentially) Ugly
13© 2008 Critical Mass, Inc. All Rights Reserved
The Good
When Bond no 9 launched the Brooklyn
fragrance in the form of a graffiti-scrawled
bottle, objections concerning wrongful
stereotyping of Brooklyn ensued.
Bond no 9 confronted the situation head-on,
announcing a competition on their website
that invited users to submit their own design
for the Brooklyn bottle.
The internet buzz surrounding the
competition is extremely positive and has
overwhelmed the initial bout of negativity,
which it is now difficult to find.
14© 2008 Critical Mass, Inc. All Rights Reserved
The Good
When a woman complained of finding a
finger in her chili at Wendy’s fast food
restaurant, they offered an award for
information.
Using the internet to communicate their
course of action, Wendy’s rightly sought the
most efficient way in which to tackle their
reputation damage.
15© 2008 Critical Mass, Inc. All Rights Reserved
The Good
Barack Obama’s campaign heralded a new
era in government communication by
embarking on web 2.0 to extend his public
reach.
By making social networks such a central
focus in his communication, Obama was
validating devices integral to the daily
workings of American life.
16© 2008 Critical Mass, Inc. All Rights Reserved
The Bad
The BBC failed to act quickly enough to
avoid damage during the Andrew Sachs
scandal.
This point is particularly relevant to the radio
broadcast in question: Initially it received
only 2 complaints. 30,000 were eventually
incurred after it was posted online.
17© 2008 Critical Mass, Inc. All Rights Reserved
The Ugly?
The case has attracted widespread attention, especially online. The chef’s
celebrity has only helped intensify the scrutiny. Concerns and media coverage are ongoing.
So, given what we have gleaned about ORM – if we were dealing with The Fat Duck, how would we proceed in order to ensure its reputation as one of the finest dining establishments on the planet?
Celebrity Chef Heston Blumenthal’s Michelin starred restaurant, The Fat Duck, in Berkshire has just reopened after finding itself at the centre of a food-poisoning scare.
18© 2008 Critical Mass, Inc. All Rights Reserved
The Good
Kate Moss’s image on Google is pretty
clean, despite a well publicised drug scandal
in 2005.
The ORM specialists she employed have
clearly succeeded as, when searching her
name, this infamous incident isn’t mentioned
until halfway down the third page.
19© 2008 Critical Mass, Inc. All Rights Reserved
For more information on this presentation, the 5 pillars linking brand engagement to eCommerce, or to see what we do at Critical Mass, please feel free to stop by our stand for a chat.
Thank you
Online reputation management