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This presentation was used to support a recent webinar on the subject by Rob Thomas. The recording can be downloaded from the wsi-emarketing.com website
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Online Reputation Management (ORM)
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3 Steps to Balance Risk and Reward!
Rob Thomas – WSI Consultant (UK)
• LinkedIn Search
– 97,072 results
• WSI very focused
on ORMon ORM
– 4 of top 10 are
WSI Consultants
• Rob’s passion!2
Webinar today
• Structure:
– Introduction
• What is Online Reputation Management (ORM)
• Why is it important
– The 3 Steps to balance Risk & Reward– 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• The buzz can be good or bad
– You can’t control it
– But you can influence it
• Successful businesses listen and act!4
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!– 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• Comparison site information
• Social Media comments
• Review sites
• Discussion groups / blogs
– All this = ORM6
You may have heard on these?
Ris
k
Reward!
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Ris
k
3 Steps to balance Risk Reward
• Step 1: Monitoring:
– Google and Yahoo! Alerts
– Social Mention
– Radian6
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– HootSuite
– Technorati
– Addict-O-Matic
– ReputationDefender
– WSI ReachCast
• Live in North
America from 1st
Jan 2011
Due to go live in • 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
3 Steps to balance Risk Reward
– Provided you are listening you can
turn both into + ORM
– Analyse and strategize:
• Immediate appropriate conversations
• Strategic change communicated too!10
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– 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
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– 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
Digital Crisis Management
• Digital Crisis Management Plan:
– Vital to have plans in place to deal with them
– Success is driven by:
• Timing• Timing
• Response &
• Sincerity
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Digital Crisis Management
• 5 Development Stages of a Digital Crisis Management:
1. Speed
2. Hyper-transparency
3. Dialogue3. Dialogue
4. Search
5. Brand Enemy
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Digital Crisis Management
• 5 ways to prepare for Digital Crisis Management (DCM):
1. Monitor
2. Respond Instantly
3. Keep a regular tone3. Keep a regular tone
4. Educate your employees
5. Establish a business-wide “Digital Crisis Strategy”
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Summary & Further Resources
• The 3 steps to ORM are:– Monitor
– Analyze
– Influence– 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 –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 ☺☺☺☺
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