5. What is Online Reputation Management?
What is ORM?
Online reputation management or ORM, is the process of consistent monitoring of a brand as represented
by the content across all types of online media and then using this information to deal with negativity and to
pro-actively protect ones brand via conversation.
Why use ORM?
With the growth of consumer-generated media, information can be generated much quicker than ever
before, meaning that companies are no longer exclusively in control of their brand messages. The
consumer controls how your brands are being perceived online.
With the size and viral intricacy of the internet, coupled with the speed at which news travels it’s difficult to
continuously monitor all that is being said. However for business leaders, it is vitally important to actively
listen to what the buzz is about online and whether it is positive or negative – you need to be aware how
your brand is being perceived so as to act on the consumers perceptions.
5 www.saidwot.com
7. What Differentiates saidWot from other ORM
tools?
saidWot is the online PR, branding and reputation management tool that helps
brands analyse their reputation and brand value in the online environment.
In addition, saidWot ranks mentions received, in a user friendly manner,
according to relevance, credibility, sentiment and the authority of the sites and
takes those results and gives them meaning.
www.saidwot.com
8. Brand Reach explained
Brand reach refers to the reach-value of the article or post the brand was
mentioned in, in commercial terms.
This information illustrates the value of the exposure that the brand is receiving
online. That is, the reach and the cost it would take to achieve if the same
amount of exposure was purchased in the form of online banner advertising.
www.saidwot.com
9. Brand Reach
Average Brand Reach: R481.07 (2 405.35 impressions per comment)
Cumulative Brand Reach: R18 280.80 (91 404 impressions overall)
• Peaks in Brand Reach occurred on the 25 th of October and again on the 14th, 18th and 20th of
November. This was mainly due to tweets by the comedians participating.
www.saidwot.com
10. Reputation Score Explained
The reputation score indicates a brand’s health trend in the online
environment. It is comprised of the following:
• The tone of the paragraph and context in which the keywords have been
mentioned i.e. sentiment (positive, neutral, negative).
• The credibility of the site or the social influence credibility of the profile
posting the mention.
• The positioning of the mention within the site (header, homepage, lesser
page).
www.saidwot.com
11. Reputation Score
• The average reputation score throughout the measurement period was 3.21.
• This reflects a healthy brand online, although both the reputation score and coverage was
unstable throughout the reporting period.
• Coverage was at its highest on the 20th of November due to the race taking place on this
date.
www.saidwot.com
12. Reputation Score
The race against Forrest is 94.7 Momentum Cycle
discussed on 94.7. Challenge
Chris Forrest speaking about the
race against Forrest on 702
www.saidwot.com
13. Volume & Sentiment
Total coverage: 38 mentions
● Positive: 6
● Neutral: 32
● Negative: 0
Majority of the comments
received were motivations to the
public to vote for either Forrest or
the relay team to win the cycle
challenge and simultaneously
donate R15.
www.saidwot.com
14. Media Source
Most Popular Platform: Social Media: 37
Other Platforms:
• News: 1
10 comments were tweets regarding the
raffle to win the bike.
All the comments posted via social media,
were posted on Twitter, whilst the News
article was posted on www.citizen.co.za.
www.saidwot.com
15. Top Tweeters
Although Nik Rabinowitz only tweeted 3 times, he generated the highest brand reach due to a
high amount of followers.
www.saidwot.com
16. Top Tweeters: Warren Robertson
Average Brand Reach: R712.32
Cumulative Brand Reach: R3 561.60
Reputation Score: 5/5
Total Coverage: 5 Tweets
Retweets: 2
He mentioned the raffle to win a bike as
well as his views and experiences while
preparing for the cycle challenge.
www.saidwot.com
17. Top Tweeters: Dave Levinsohn
Average Brand Reach: R182.60
Cumulative Brand Reach: R547.80
Reputation Score: 5/5
Total Coverage: 3Tweets
Retweets: 1
He motivated his followers to donate
and take part in the raffle.
www.saidwot.com
18. Top Tweeters: Nic Rabinowitz
Average Brand Reach: R1 267.60
Cumulative Brand Reach: R3 802.80
Reputation Score: 5/5
Total Coverage: 3 Tweets
Retweets: 0
He only tweeted about donating via
SMS.
www.saidwot.com
19. Other Tweeters
• 5 Tweets mentioned John Vlisman (@fortyshort) speaking on Highveld about the race
against Forrest, but he did not tweet himslef.
• Chris Forrest, Joey Rasdien, Trevor Gumbi and Ndumiso Lindi only tweeted once, although
@ChrisForrestSA was mentioned 4 times and @joeyradien, @trevorgumbi and @roosta27
(Ndumiso Lindi ) were all retweeted twice.
• Trevor Gumbi is the only one who posted an image on Twitter.
www.saidwot.com
20. Statistics
• 9% of comments received were related to keywords related to the cycle challenge, whilst
other comments were related to general keywords, such as “Topsy foundation”.
• All comments received generated awareness for the brand.
• Further, @topsynonprofit was retweeted only 4 times and 1 tweet was directed at
@topsynonprofit.
• The hashtage #topsyheroes was used 9 times.
www.saidwot.com
22. More Information
We have all the data and analysis available that went into compiling this
report. If you are interested in receiving this, please contact us on the
details below.
If you want to know what is being said online about your brand, then
contact us on the details below and we will gladly set up a demo account
for you.
South Africa: United States:
Tel: +27 11 021 8740 Tel: +00 (1) 704 450 2403
Email: infosa@saidwot.com Email: infous@saidwot.com
Web: www.saidwot.com
www.saidwot.com
