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©Arjun Singh

ORM - Manage Your Company Online reputation & Digital Marketing Strategies

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How to succesfuly carry out online reputation management for your company. It shows the methodology used by me to track my company's image on online channels like: Social media (FB, Twitter, Linkedin) Blogs Online retail channels like FLIPKART, SnapDeal, Homeshop 18

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Page 1: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

©Arjun Singh

Page 2: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

WHAT YOU WILL LEARN ?

Digital marketing concepts

ORM guidelines & framework

Different threats from online activity

Key Social Media Metrics

How to monitor Online retail channels

How to monitor online blogs

How you can use online tools to help you manage Online Reputation for your company

©Arjun Singh

Page 3: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

Goals

The goal of Online Reputation Management is to promote and

emphasise a credible, positive brand representation across the entire

Internet & make Swipe the number 1 Indian Brand across top online

marketing channels

Objectives

1) Strengthening and promoting your positive online image

2) Defending your brand from deceitful activities and persons /

firms online

3) Downplaying or removing negative listings / Reviews/ images

online

OutcomesA positive reputation

Knowing that your business sells quality products and services

Conveying the intended message to your target audience without obstacles

Assisting in developing the emotional bond of your brand

Assisting brand allegiance by providing only positive listings

Assisting lead conversion (new and repeat business)

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

©Arjun Singh

Page 4: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

How

1. Identify your reputations

2. Quantify your audience

3. Understand goals

1. Company name

2. Name of High profile Individuals

at the company

1. Customers2. Business

Partners3. Bloggers,

Journalists & influencers

Monitoring Tools

1. Set up Google alerts

2. Melt water News

3. Dashboard for all social media

channels

Monitoring tools like Social mention &

Disques

Dashboard software like Hoot

suite

What

1. Brand NameKeywords

2. Key people In ORG

3. Products of ORG

FacebookTwitter

You tubeSlide-share

LinkedIn

Master Blog ListAll retail Channels

All Major Newspapers

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

©Arjun Singh

Page 5: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

Where 1. Centres of Influence2. Online Retail Channels

1. Social media Sites2. Forums/message

boards/Online communities

3. Review Sites4. Blogs and other major

Publications

When

“Online reputation issues can arise anytime, so a consistent & continual

approach to monitoring is key”

1. Build online presence before the storm

2. Get a foothold in your centers of influence

3. Be congruent with your branding & Messaging

4. Give stakeholders a place to vent & receive

help5. Crowd out negative

voices

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

©Arjun Singh

Page 6: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

Websites

Blogs & Tech Forums

Profiles & directories

Social Media

Pre existing web pages

3rd party websites

Google auto-complete

Wikipedia

360 Approach

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

©Arjun Singh

Page 7: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

Facebook account

Twitter account

YouTube Channel

Company blogs

Company Data (Internal)

3rd party mentions

Online portals Flipkart etc.

Directories

LinkedIn

Website

Slide share

Google +

Webmail

Newsletter

Digital Assets

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

©Arjun Singh

Page 8: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

•Consumer revolt and use social media tools (Twitter, Blogs, YouTube) to tell their story, the brand doesn’t flinch, and there is no mainstream media coverage

•Examples: A weekly, if not a daily occurrence.type 1

•The backlash extends beyond just social media tools (Twitter, blogs, YouTube), the brand makes changes based on consumer feedback, and coverage extends to mainstream media and press.

•Examples: Louis Vuitton brand jacked, Exxon Mobile’s Twitter experience.type 2

•Consumers use social media tools to spread backlash and there is considerable mentions from mainstream press. the backlash is more severe resulting in significant changes from the brand (hiring, firing, processes, policies or new teams put in place).

•Examples: Dell Hell, Comcast Cares, Kryptonite Locks, Wholefoods CEO.

type 3

•Number three plus short term financial impacts to the brand resulting in reduction of sales, revenue, increased costs, or impact to stock price less than 30 days. Examples: Apple Stock temporarily sinks from blog rumors.type 4

•Number three plus brand backlash from social media tools resulting in long term financial impacts to the brand including reduction in sales, revenue, increased costs, and most importantly, stock price lasting over 30 days. In the most extreme cases, it causes closure of the business or bankruptcy.

type 5

Alert Types

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

©Arjun Singh

Page 9: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

Your Digital wall

• The first 2 or 3 pages of results showing up after people type your personal / brand / product name is what really makes the difference.

• Brand website should look professional

• Improve clients’ reputation and business, mostly via proactive reputation strategies & Page Rank & SEO

• How: Metrics1. Page rank2. No. of Brand Assets on Page 1 w.r.t Primary Keyword

Online reviews

& comments

• The influence of user-generated content is enormous

• What people say about your products and services might end up being the #1 deciding factor for potential clients.

• The goal is not to silence the critics, but rather make sure no illegal/incorrect information is posted online, and allowing the business to get feedback / start conversations more proactively.

• How: Metrics1. Net user engagement (Answered – Unanswered questions)2. Question response time & Question response rate3. Online reviews: No of reviews & Rating4. + Sentiment, - Sentiment, N Sentiment

ORM: What you should do?

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

©Arjun Singh

Page 10: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

Social Media Activity

• Reputation management is all about 3 factors:1. TMS your audience2. Quality: are your fans really engaged?3. Social media management: the impression you make by is by the way you share, comment and respond?

• How: Metrics1. Net user engagement (Answered – Unanswered questions)2. Question response time & Question response rate3. Engagement Rates

Google Autocomplete

• Important especially when negative associations arise

• It’s possible to have autocomplete suggestions removed directly via search engine optimization and promotional activities

• How: Metrics1. Page rank 2. Keyword Strength

Social Bookmarking

• Yelp, Wikipedia, Pinterest, Stumble upon, Delicious, Scoop it

• Facebook, YouTube ,LinkedIn, twitter & Instagram

• Slide share, Yahoo answers

• Tools like Crunch base, Technorati, Vimeo, Scibd, Hubspots

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

©Arjun Singh

Page 11: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

This sheet records the key metrics related to total ORM solutions.1. Any query/comment on any Internal/External channel of SWIPE (blogs,FB,retail portals, twitter etc.) will be logged here. 2. The main purpose of this is to make sure all metrics surrounding ORM are adhered to and the user will also get an automated ideal response consideration after inputting all relevant fields

https://www.dropbox.com/s/cg0v9bxyyk1vmu1/ORM%20Response%20metric.xlsx

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

ORM Response sheet

©Arjun Singh

Page 12: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

Metrics Description

Date Date when the query was registered

Query time Time at which query/comment/article is posted (User does it manually)

Response Time at which response was made (Automatic field)

In-charge Enter name of the person INCHARGE

Channel Specify which channel you working on: shows a list, select appropriate

Platform Drop down list: gives a list of all blogs featuring SWIPE

Alert type Select appropriate from drop down list : refer next slide

Query Log the original query made by reviewer/comment etc.

Query type Select appropriate from drop down list: refer to next slide

Grade description Select appropriate description for the type of query/remark/comment

Degree of influence Pops up automatically relevant degree based on “Platform” Input. (For FB & Twitter enter manual; refer next slide)

Monitor Frequency Pops up automatically: tells you the number of times you need to monitor a story

No of queries Automatically calculates total queries made in a month

No of responses Automatically calculates total Responses made in a month

Response time Automatically calculates your response time for a query/comment/article story

Total response time Gives total response time in a month

Ideal response consideration Calculates your Ideal response consideration based on Channel type, alert type, grade & Degree of influence

Actual User response Log in your actual response based on the response consideration

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

ORM Response sheet

©Arjun Singh

Page 13: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

Grade Sentiment

2Social media Bashing and Sattire remarks

3Misguided (Erroneous facts about brand)

4Unhappy (Negative exp. with the brand)

5Neutral (Technical Queris about brand/Product)

6Positive

Facebook Friends Degree of influence

0-50 0

50-200 1

200-300 2

300-500 3

500-1000 4

1000+ 5

ORM Response Metrics

Query type Description

Technical Related to Technical queries

Brand/Product Related to Brand /product

Sales Related to sales

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types Resources/Tools

Master List/ Blogs

Online Retail

©Arjun Singh

Page 14: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

1.This is the List featuring all tech blogs with your company’s mentions (Articles, new product launches, user reviews etc.)2.Blogs list is sorted according to : Alexa India rank

Master Publications list

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

©Arjun Singh

Page 15: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

1. All the top TECH blogs from India are being constantly monitored for any new product launches.2. Each new blog post is added and the comments also monitored to ensure no negative seeding is left unanswered.3. Overall develop a POSITIVE SENTIMENT around SWIPE on the WEB

ONLINE BLOGS MONITOR

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

©Arjun Singh

Page 16: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

Retail Sales ORM Check

1. Master sheet to monitor all the products selling on various online retail portals like FLIPKART, SNAPDEAL etc.

2. IT will capture reviews, ratings and any comments made by consumers or the retail portal itself

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

©Arjun Singh

Page 17: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

RESOURCES

• http://sloanreview.mit.edu/article/the-science-of-managing-black-swans/?utm_source=WhatCounts+Publicaster+Edition&utm_medium=email&utm_campaign=DA+Enews+Feb+25+2014&utm_content=Read+more+

• http://lorirtaylor.com/how-to-avoid-social-media-wars-of-words/

• http://www.technorati.com/social-media/article/case-study-pay-after-it-works/

• http://outspokenmedia.com/guides/orm-guide/

• http://www.slideshare.net/MarcieWolf1/3-monitoronlinereputation?qid=4069a5a2-e1b2-4af3-8a6f-e470fde8a73e&v=qf1&b=&from_search=2

• http://www.searchenginejournal.com/beginners-guide-understanding-proactive-reputation-management/79345/

• https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&ved=0CEIQFjAD&url=http%3A%2F%2Fwww.slideshare.net%2Fsocialtech%2F67-tools-for-online-reputation-management-4912460&ei=1N1IU5GEIYKLrQf9yYCoDw&usg=AFQjCNHEPAZyZ6YwovWpTU1_KUL4UR_AWQ&sig2=3OOgZzbM5eLMmPLLs9-7qQ&bvm=bv.64542518,d.bmk&cad=rja

• http://www.slideshare.net/searchmojo/search-mojo-orminfographic

• http://www.sanguinesolutions.com/

• http://prudencesoftware.com/

• www.Trackur.com

• http://webtrends.about.com/od/socialbookmarking101/p/aboutsocialtags.htm

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

©Arjun Singh

Page 18: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

CASE STUDIES

• http://www.web-strategist.com/blog/2008/05/02/a-chonology-of-brands-that-got-punkd-by-social-media/

• http://www.crimsonhexagon.com/PDFs/why-social-media-may-hold-the-key-to-your-next-successful-brand-extension.pdf

• http://www.crimsonhexagon.com/wp-content/uploads/2014/03/build-campaigns-that-appeal-to-specific-customers.pdf

• http://www.customerserviceguru.co.uk/articles/wonga-example-deal-criticism-social-media/

Goals/ObjectivesORM (Response sheet/ Ninjas)

ORM Guidelines360 Approach &

Digital AssetsAlert Types

Master List/ Blogs

Online Retail Resources/Tools

©Arjun Singh

Page 19: ORM - Manage Your Company Online reputation & Digital Marketing Strategies

THANK YOUBY ARJUN SINGH (SIMS)