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Online reputation management (ORM) is quickly becoming an important branding tool for marketers as people are spending more and more time on the Net. Branding is still a major part of traditional advertising, but with so much business done online now, there is a need to take it to a new level. Having a presence on the Net is no longer enough. Much more is needed to build, maintain and grow your brand and reputation. What is being said about you or your company? How can you find out what is going on out there? How do you engage your audience to influence your brand positively? The presentation slides will cover the following aspects of Online Reputation Management:1. What is Online Reputation Management2. How to manage Your Reputation Online – Do’s and Don’ts3. How to Track your Online Reputation using Reputation Tools4. How to manage your online reputation using SEO5. Design an Online Reputation Management Strategy6. Setting up an Online Contingency Plan7. Engage and Act
Citation preview
1
Insights to Online
Reputation Management
Rebekah Seragih
Adonai Training & Kreative Media
AdonaiTraining.com
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Online Reputation Monitoring Tools
Agenda
What is Online Reputation ManagementBackground to Online Reputation Management
Why is it Important to Monitor & Manage
The reasons and the impacts of a good reputation
How do I Manage
What to do if you or your company is mentioned
Success StoriesHow Others Did it
Your Reputation Matters…It is Your Door to Success
2 Copyright © 2011 Adonai Training LLP. All rights reserved.
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3 Copyright © 2011 Adonai Training LLP. All rights reserved.
What is Online Reputation Management?
Wikipedia (Definition)
Online Reputation Management (or monitoring) 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 down the search engine results pages to decrease their visibility.
Online Reputation Management is also referred to as ORM.
Only ONE GOAL in Mind
To push already highly ranked negative
posts off the results pages
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4 Copyright © 2011 Adonai Training LLP. All rights reserved.
Should I Worry About My Reputation?
Listening is Crucial
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5 Copyright © 2011 Adonai Training LLP. All rights reserved.
QUICK FACT
Deep Horizon oil spill crisis in the
Gulf of Mexico started from an
explosion in an offshore drilling rig
that killed 11 and injured 17 of its
workers.
Oil has been spilling out into the
ocean for a few months before it
was finally capped.
BP’s inefficiency to stop the spill
BP blamed other parties for the
explosion
The then-CEO, Tony Hayward made
some insensitive comments about
the amount of spill being “tiny”
compared to the size of the ocean.
QUICK FACT
BP is not new to social media.
Facebook page
YouTube channel
Twitter account
Flickr account
But BP failed to harness thesetools.
They failed to monitor what wasbeing said about them online.
They failed to check the onlinesentiments of the public.
They failed to engage with thedissenters.
BP - Deep Horizon Oil Spill Crisis (April 2010)
The Results of Failing to Monitor, Manage & Engage
Wikipedia Reference:
http://en.wikipedia.org/wiki/Dee
pwater_Horizon_oil_spill
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6 Copyright © 2011 Adonai Training LLP. All rights reserved.
BP vs The Dissenters
During the crisis, BP constantly update their social media tools to provide the latest
information without any form of engagement. However, BP’s voice in social media is
drown in the voices of dissenters. Below are the social media tools BP adopts and their
fan-base numbers vs the fan-base belonging to dissenters.
Youtube
6,472 Subscribers
BP Official Page
41,069 Fans
Boycott BP Page
846,608 Fans
BP Official Account
18,596 Followers
BPGlobalPR
190,561 Followers
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7 Copyright © 2011 Adonai Training LLP. All rights reserved.
NetBiz.com
NetBiz is an online internet marketing company since 2002
More than 12,000 small business clients
A Case of Dissatisfied Customer Service and the poor services were
posted online in forums
Started off with online customer opinions forum
Got spread to Blogs, Twitter, LinkedIn and other social networking sites
NetBiz failed to listen and pay attention to the small talks online
A great deal was said that were both truth and distorted truth
But it was enough to create a stream of news
It formed an online perceived reputation about the company and its poor
services
Results
A bad reputation in the market
Profits got hit, Business Dropped
Every customer starts to complain and took the opportunity to add to the
fuels
A Storm was Brewing Online…A Case of Dissatisfied Customer
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8 Copyright © 2011 Adonai Training LLP. All rights reserved.
Why is it Important to Monitor & Manage
1. What do all these situations have in common?
None were proactive in managing their online reputation
There was no online crisis contingency plan set in place
There was no appropriate engagement with the online communities
There was no crisis management team trained to kick into action
2. If you do not control your brand online, someone else will.
It’s a means of defense and best practice for every business
3. The Internet & Search Engines provide a platform for
information search to be made available
People are always searching to learn more about you
Online Reputation Management is always closely linked with Search
Engines
Search Engine Optimization (SEO) is an important tool in reputation
management
You cannot remove negative comments but you can bury it in Google
search through a steady stream of contents
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9 Copyright © 2011 Adonai Training LLP. All rights reserved.
Why is it Important to Monitor & Manage
3. Coupled with the power of social network sharing - Viral
4. Impossible to hide a company’s mistakes or customer
dissatisfactions
5. Your Reputation will always precede you. Bad Reputation =
Poor Profits Bottom-line = Company’s Credibility
6. Listening is Crucial = Proactive Actions to curb Business
Storms, You are in Control
7. “Prevention is better than Cure” – It takes a long time to build
a reputation but it takes overnight to destroy it
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10 Copyright © 2011 Adonai Training LLP. All rights reserved.
HOW DO I MONITOR
Online Reputation Monitoring Tools
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11 Copyright © 2011 Adonai Training LLP. All rights reserved.
Online Reputation Monitoring Tools
You can’t be everywhere at the same time
Purposes of these tools are to help you:
keep up with all the relevant social media activity and happening
check what people have to say about you or your company brand
analyze the ROI (return on investment)
design the steps you need to take to improve your reputation
make your customers happy
monitor your competition
List of Monitoring Tools in the Market (this list is make
available as part of this presentation slide download)
Free and Paid Tools
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List of Monitoring Tools
1. Google+
2. Radian6 (Business)
3. Addictomatic
4. Social Mention (Free)
5. Steprep (Small Business)
6. Twazzup Social Media Monitoring
7. Sysomos
8. HootSuite
9. Beevolve
10. HowSociable
11. Buzzlogic
12. Seesmic
13. PostRank
14. SocialSeek
15. SocialPointer
16. BoardTracker
17. Blogpulse
18. Trackur
19. Me on the Web (Free – Google Dashboard)
20. Technorati
21. Backtype
22. Alterian SM2
23. Tweetdeck (Free)
24. Lithium
25. Reputation Defender
26. Brandwatch
27. Alltop
28. CoTweet
29. Facebook Search (Free)
30. Icerocket
31. Klout
32. NutShellMail
33. MentionMap
34. Samepoint
35. Wildfire Social Media Monitor
36. Topsy
37. Meltwater Buzz
38. TweetBeep (Free)
39. Google Alerts (Free) – Giga Alerts
40. Google Reader (Free Feed Reader)
41. Yahoo Alerts (Free)
42. Twitter Search (Free)
43. BoardReader
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How to Assess your Online Reputation?
Reputation Management Assessment Sheet Summary
Types Good Bad Neutral Total
Blogs 100 40 30 170
Facebook 50 80 200 330
Twitter 30 30 30 90
TOTALS 180 150 260 590
No. URL Type * Good Bad Neutral
1. XXX Blogs 5 2 0
2. YYY Faceboo
k
20 10 20
3. ZZZ Ezine 80 10 60
4. UUU YouTube 100 5 0
Google Yourself
1. Start with a simple search on Your Name, Company, Brand, Product, and etc.
2. Compile a list of 30 User relevant keyword phrases
3. Enter the details into the Assessment Sheet
4. Tabulate the totals
5. Based on the number of sentiments, it will tell you the areas that you have to
focus on.
* Type – Document the types of search result – Website, Blog, Video, Photo, Directory, etc.
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14 Copyright © 2011 Adonai Training LLP. All rights reserved.
HOW DO I MANAGE
What to do if you or your company is mentioned
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15 Copyright © 2011 Adonai Training LLP. All rights reserved.
The Don’ts of Online Reputation (Basics)
1. Remember…the Social Network Sites are not boxing rings or a
political debate. Keep arguments and fights out.
Spoken words can be easily erased but printed words can’t. They can be
shared and passed on.
2. Handle all issues offline via phone call or craft a well thought
out letter or email to address the problem
3. Avoid forceful or angry language. If need be, use it in a
private mode of communication where it cannot be spread.
4. Don’t assume that negative comment is bad for business
Don’t panic when you see a negative comment or criticism
Customer complaints in social networking sites can bring out your brand
defenders to your rescue
Constructive criticism can be feedback leading to positive change in the
company or improvement in the service
Do not react immediately. Keep Cool. Think through the most effective
strategy to handle it.
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16 Copyright © 2011 Adonai Training LLP. All rights reserved.
The Don’ts of Online Reputation (Basics)
5. Don’t insist that you are right (if you are wrong) or threaten
legal action
This will cause trust issues and lead to potential liability issues
Always deal with it offline and never on the social networking sites or
any public space in the Net
6. Don’t comment on anything negatively without any concrete
proof or evidence
This will lead to defamatory and potential liability lawsuit if you are
found to be falsely leading the public
If found guilty, you can be made a public example. The table is turned.
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17 Copyright © 2011 Adonai Training LLP. All rights reserved.
The Do’s of Online Reputation (Basics)
1. Turn Negative to Positive
Respond to the customer online that you are looking into the situation
Provide a deadline but make sure you adhere to it
Ask the customer to Private Message (PM) you with their contact and
situation to take it offline
After a dissatisfied customer is satisfied, get them to comment on your
prompt action in the social network sites (if that is where the complaint
is posted)
If not, ask for a testimony for you to post in your social network sites –
“Another Satisfied Customer” column
2. Posting of Negative Contents that are not True
Ask the poster of the negative content to remove the unflattering
photo, critical post or negative comment about your company
If they refuse, ask the Moderator of the social network site to flag the
content down.
Condition – you must prove that it is inaccurate or defamatory.
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18 Copyright © 2011 Adonai Training LLP. All rights reserved.
The Do’s of Online Reputation (Basics)
3. Flood your company and other social network sites with good
contents to push the negative comments off the front page
4. Show that Actions are Taken
Most people who complain are only concerned with whether your
company cares enough about them to do something.
Firstly, it’s the efforts that they are looking for to resolve the issues.
Secondly, others are watching you and your actions.
Thirdly, report the positive actions and results. Update the progress.
5. Distinguish between Rants, Reasonable Complaints and
Constructive Criticisms
Always respond to constructive criticisms and reasonable complaints
Thank the other party for the feedback
Take Rants offline or counteract it with good contents. Do not waste
time and efforts on pointless ranting.
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19 Copyright © 2011 Adonai Training LLP. All rights reserved.
The Do’s of Online Reputation (Basics)
6. Have an Online Contingency Plan in Place
Set up a Social Media Crisis Policy on how to Engage with dissatisfied
customers online – how to say and what to say
The rules of Engagement for different Scenarios handling – Common
issues, Critical Issues – The Do’s and Don’ts
7. Have a Social Media team trained and ready to handle all
online mentions
8. Design a Reputation Monitoring Strategy
The Monitoring Tools to use
The Objectives and Goal of the Monitoring
The frequency of Monitoring
Identifying potential online hazards
Handling and curbing potential hazards
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20 Copyright © 2011 Adonai Training LLP. All rights reserved.
The Do’s of Online Reputation (Basics)
9. Your Social Ambassadors – Brand Defenders
Identify your online Brand Defenders and build a relationship with them
They will speak for you. They are your best Word of Mouth.
Find them online in the social network sites.
Facebook – regular engagers
Twitter – retweet and mention your posts
Influential Bloggers with quality contents
10. Build Relationship with your online Community
This is built over time, not overnight
Provide Quality, Relevant, Educational and Entertaining Contents
Engage and comment on other Social Network Sites other than your own
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21 Copyright © 2011 Adonai Training LLP. All rights reserved.
The Do’s of Online Reputation (Basics)
11. Engage an External Consultant
Get Expert Help
Experiences as a result of cases handled
They know what to do when crisis hit for they are trained
12. Protect Your Name by Registering your Username
Purchase all relevant domain names
Register your names with the major social network sites to have the
same handles across each of the social network sites
13. Determine the Contents to be posted and be selective of the
customer groups to post those contents. Have a segmented
and targeted message for different groups. Use email
marketing system.
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22 Copyright © 2011 Adonai Training LLP. All rights reserved.
The Do’s of Online Reputation (Basics)
14. Be Accessible
Most reputation problems start because you are not contactable
Display accurate contact information on and off-site
If you can’t respond within 24 hours, tell users that you will get to them
within a specific time frame
15. Invest in Customer Service
Build a Web-based customer service portal on site. Use tools like
Suggestion Box or Get Satisfaction
16. Own your Negative Domains so others do not use it against
you
17. Last but not least, Get Involved in the Conversation!
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23 Copyright © 2011 Adonai Training LLP. All rights reserved.
Get Involved, Engage & Act
1. Why get involved?
Build credibility to your name
Build professional and personal network
Keep others informed about your activities
Be kept informed of what is happening
Build relationship with your customers
Build awareness and brand
Gather testimonies from satisfied customers and post them on the social
network sites
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24 Copyright © 2011 Adonai Training LLP. All rights reserved.
Get Involved, Engage & Act
2. Where to get involved?
Professional sites – E.g. LinkedIn, Naymz and Plaxo
Personal sites – E.g. Facebook, Twitter and MySpace
Education sites – E.g. Classmates and Reunion
Corporate sites – E.g. BusinessWeek, Crunchbase and FastCompany
Review sites – E.g. Yelp and Amazon
Media sites – E.g. Flickr, YouTube or Vimeo
Resume sites – E.g. Emurse, Resume Social and Rezume
Bookmarking sites – E.g. StumbleUpon, Reddit, Digg or Mixx
Popular industry blogs
Industry-specific social networks, forums and groups
Local social networks, forums and groups
Special interest or lifestyle social networks, forums and groups
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SUCCESS STORY
NetBiz
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NetBiz – Changes for the Better
1. Start to Listen
Use monitoring tools to monitor the discussion of their
brand online
2. Created accounts in other social network sites to listen
to what others have to say – E.g. Facebook, Twitter,
LinkedIn.
3. Engage with their customers by posting contents online
4. Started a customer service online to handle any
complaints, criticisms and negative comments
5. Build a NetBiz community online to make themselves to
be more visible and accessible
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NetBiz – Changes for the Better
6. Build a blog called NetBiz Blog and provide tons of
useful, quality and relevant information on internet
marketing campaigns.
7. They set up a Forum for discussion and to handle
queries.
8. Giving Back to the Community
• Online campaigns to give back to small businesses like
free package deals
• Talk about their charity works
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28 Copyright © 2011 Adonai Training LLP. All rights reserved.
About the Author
Rebekah Seragih
A Business and Marketing Strategist in her own rights, Rebekah hasbeen offering consultancy advices on business strategy, marketing,training, operations, crisis management and change management toMNCs, governments and businesses for more than 15 years. She hasbeen involved in major international projects amounting more thanUS$30 million. As the pioneer Strategists in Asia in her field, one ofher achievements is the design and engineering the first touchscreen ATM machine in Asia and implementing it throughout Asiaand Europe with one of the international bank. She has alsostrategized and designed the world’s credit card merchant trackingsystem that resulted in merchant credit card fraud management.
Rebekah has conducted seminars, workshops and trainings toaudience all over the world which includes corporations, businessowners, governments, and financial institutions. For the past 8years, she has her passion in building schools in developingcountries for the poor making education available to the needy andorphans. She is also involved in selective charity programs roundthe globe.
Looking to do much more, she has engineered her own holdingcompany with a special focus on being a social entrepreneur in allthe niche business start--ups under the holding group to make adifference in the lives of others.
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29 Copyright © 2011 Adonai Training LLP. All rights reserved.
About Adonai… Our Services, Doing What We Do Best
Adonai is a leading training and online media consultancy company in Asia. Led by amateur professionals, ourcorporate and public training arm you with the latest knowledge, tools and skills to make you a success. Ourtraining includes online marketing media, social media, branding, management, training, professionalcertification, entrepreneur start-up programs, and etc.
Our foremost consulting authority on business strategy, social media, digital media, online space, creativemarketing and branding helps Brands & Organizations create customized and unique social media and businesssolutions. Our clients range from major brands, government agencies, business owners, small-to-medium sizecompanies to financial institutions. Our consulting services include:
Social Media Strategy & Planning
Social Media Marketing & Engagement
Social Media Monitoring
Contents Generation & Article Writing
Online Campaign Creation & Management
Online analytics
Website and Micro-site development such as corporate blog
Mobile Application
Search Engine Optimization (SEO) & SEO Copywriting
We believe your success is our success…
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Rebekah Seragih
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