Statistics show that, when it comes time to spend money, consumers prefer to do business with a brand they not only know, but trust. That means the average person is perfectly willing to do his or her due diligence, researching different companies and finding the one they believe to be the most credible and authoritative in the industry.
The best way to grow your business is to establish yourself as the industry leader, edging out your competition and attracting the right kind of clientele. This is done through brand enhancement, which leverages the power of online marketing to ensure that when a consumer conducts a Web search for your company’s name, they find a brand they immediately feel they can trust.
Your reputation is everything. Online reputation management services are designed to go into the world of social media, find mentions of your brand and protect against negative brand associations.
In today's social world, managing your online reputation is more critical than ever, whether it's your company brand or yourself as a brand and one thing is certain: everyone needs a ORM plan. My presentation will show how to set up a system that works every day, helps forward your brand's online goals, and is able to deal with negative chatter. Covering every day listening and messaging as well as reputation management for special events or crises, walking target audience through step-by-step instructions and tips that will help them build and maintain a positive online presence.
Whether you're a business, a blogger, or even a movie or music star, online reputation management is an important part of your life. Thanks to the Internet and social media, it's easy for customers to disseminate information (good and bad) to an increasingly large audience. So, be prepared: Establish a response plan, and build a solid online foundation for your reputation. And, above all, when crises arise, take action quickly.
Key presentation contents
• Why do you need an online reputation?
• Who cares about your online reputation?
• How can a negative online reputation affect you?
• How do you assess your online reputation?
• Ways to Build Your Reputation
• How to undertake Online Reputation Monitoring
• Prevent Reputation Problems
• An overview of the ORM industry
• ORM Strategy development
• Software recommendations
• Link Development
• Search Engine Optimization
• SEO Audits
• Social Media integration
• Content Creation
Night 7k Call Girls Noida Sector 120 Call Me: 8448380779
Online Reputation Management by Sir Eric Seyram A.
1. ONLINE REPUTATION MANAGEMENT AND BRANDING
Sir Eric Seyram A
@SirEricSeyramA
www.facebook.com/sirericseyram
gh.linkedin.com/in/sirericseyrama/
Sir Eric Seyram A
2. About Sir Eric Seyram A.
• Founder & C.E.O
Aimers Africa Ltd.
Stardom Africa Ltd
• MCIM, MBA
• Branding, Corporate
Reputation Management
And Public Relations
Consultant.
• Social Entrepreneur.
• Human Capital
Development Facilitator.
• Personal branding
Advocate & C0ach.
3. Presentation 0verview
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The concept of ORM and branding.
Why the need to manage online reputation?
Who cares about your online reputation?
How can a negative online reputation affect you?
How do you assess your online reputation?
Ways to Build Your Reputation
How to undertake Online Reputation Monitoring
Prevent Reputation Problems
ORM Strategy development
Software recommendations
Search Engine Optimization
Social Media integration
Content Creation
4. Personal Believe.
The world is and has always been about POWER and
how you use it.
Every one loves to be powerful.
Your power determines your Control and
Positioning.
There is a power struggle every where.
Days of Adam and Eve, Satan examines Jesus, your
Home, workplace, industry, church, community,
school, friends.
Don’t blame the politician.(Egypt)
5. 48 Laws Of Power By Robert Green.
• Law 5.
So Much Depends On ReputationGuard It With Your Life.
“Reputation is the cornerstone of power.
Through reputation alone, you can intimidate
and win; Once it slips, however, you are
vulnerable, and will be attacked on all sides.
Make your reputation unassailable. Always be
alert to potential attacks and thwart them
before they happen. Meanwhile, learn to
destroy your enemies by opening holes in their
own reputation. Then stand aside and let public
opinion hang them.”
6. Law 6:
Court Attention At All Cost.
Everything is judged by its appearance;
what is unseen counts for nothing.
Never let yourself get lost in the crowd,
then, or buried in oblivion. Stand out.
Be conspicuous, at all cost. Make yourself
a magnet of attention by appearing larger,
more colorful than the bland and timid
masses.
7. Rational for online reputation management and
branding
Statistics show that, when it comes time to spend money,
consumers prefer to do business with a brand they not only
know, but trust. That means the average person is perfectly
willing to do his or her due diligence, researching different
companies and finding the one they believe to be the most
credible and authoritative in the industry. The best way to
grow your business is to establish yourself as the industry
leader, edging out your competition and attracting the right
kind of clientele.
This is done through brand enhancement, which leverages
the power of online marketing to ensure that when a
consumer conducts a Web search for your company’s name,
they find a brand they immediately feel they can trust. Brand.com
8. For Personal Brands.
A favorable online representation is imperative for career
advancement or personal prestige.
In today’s world, Internet search engines and social media
sites serve as the primary avenues for gleaning information—
and individuals can rest assured that their names will be
investigated by current and potential employers, business
partners, and clients. As such, it has never been more critical
for individuals to position themselves as industry experts and
authorities. Critical though this may be, establishing high
levels of personal and professional prestige is exceedingly
difficult, requiring an intimate knowledge of search engine
algorithms, access to authoritative news syndicates, and the
ability to create huge volumes of doctoral-level content. Brand.com
12. REPUTATION AND MONEY
This is a Corporate World Reality
‘Reputation is more valuable than money’
Is money the sole motivator in the workplace?
Note: There is both the corporate and individual perspective for HR to
debate
Reputation
Money
02/11/14
14. Brands have a number of strategic functions
Every company has a reputation. Everyone you meet will form an opinion
about your company, even if they have not done business with you yet. The
challenge is to manage your reputation so that the opinion that people
have of you is positive. This is what creates a brand.
Branding enables you to:
•Create a unique identity
• Differentiate yourself from your competition
•Position your focused message in the hearts and minds of your target
customers
•Persist and be consistent in your marketing efforts
•Customize your services to reflect your personal brand
•Deliver your message clearly and quickly
•Project credibility
•Strike an emotional chord
•Create strong user loyalty
16. The new customer
• Computer and internet savvy. (High levels of internet
penetration * (Mobile Phones/tablets and social media)
• Price sensitive (high bargaining Power)
• Can see through marketing, sales promotion and
advertising gimmicks.
• Highly selective because there’s lots of choice.
• Mostly ABCD/zigzag/ SOFT CORE customers.
• They buy brand value and addons rather than core
products.
• Wants convenience and accessibility.
• Requires a high level of care and unique relationship.
• Customer purchase decision making process is becoming
simpler and shorter.
17. What the think-tanks
say....
“Brands are about behavior. Get it right
and the customer will love you, at least
for a short time. Get it wrong and don’t
expect to see them again”
Professor Collin Gilligan
(Marketing Expert)
02/11/14
18. .... and more
“ Ensuring that business and brand
walk hand in hand is all about doing
what you say you’re going to do”
Venetia Howes - Shell
02/11/14
21. WHO IS RESPONSIBLE FOR
REPUTATION
65%
14%
12%
2%
CEO
Board
Corporate
Comm/
PR/Public
Affairs
1%
1%
0%
0%
1%
Other
Senior
Mgmt
Legal
CFO
Marketing
Human
Resources
Other
02/11/14
3%
NA
22. CORPORATE REPUTATION
TRIGGERS
Unforeseen
Relatively unmanageable
Under performance
Destabilization
Financial difficulties
Leadership change
Fall in share price
Recruiting the right people
(Attitude Vs Skills)
(The slow, foreseeable and manageable is becoming a norm.
The sudden developments above is the danger.
02/11/14
24. REPUTATION WARFARE
“ The odds are that a small-scale
antagonist will target your
business and pose a serious
threat”.
By Leslie Gaines-Ross: ‘Reputation Warfare’ Harvard Business Review
02/11/14
26. WHAT IS HAPPENING TO
REPUTATION?
Managing corporate reputation has moved to a higher level playing field
Fighting reputation snipers is becoming a norm
Today companies have
CHIEF REPUTATION
strategist
Companies now operate in landscape rife with new threats in their
reputation (e.g. potent new-media and social network arsenal: blogs,
tweets, text messages, on-line petitions, face book protest sites, and
digital video )
02/11/14
27. When there is bad news no one fails to hear
the story
Restoring faith in the brand (The case of BP –
Exploring of Deep water Horizon drilling
platform
- The rules of engagement have changed for
critics do no longer need the resources of an
institution
- The internet has leveled the playing field
between large corporate and individual
activists
- Although some antagonist are truthful, not all
of them are
02/11/14
28. Why do you need an online
reputation?
If you don’t control your brand online,
someone else will.
Consider recent advancements on the major search engines in:
Universal search
http://searchengineland.com/google-20-google-universal-search-11232
Personalized search
http://searchengineland.com/google-ramps-up-personalized-search-10430
Enhanced search results
http://developer.yahoo.com/searchmonkey/smguide/sm_overview.html
Rich snippets
http://googlewebmastercentral.blogspot.com/2009/05/introducing-richsnippets.html
02/11/14
29. So
There are more opportunities than ever before to quickly
rank negative or slanderous results.
If you don’t protect yourself, someone can easily post a
comment, make a video, create a blogpost, file a complaint,
promote your competition, develop a hate site and more.
Or even worse , an angry employee will leave the company
with revenge on their mind and reek havoc
Managing your online reputation isn’t shameless
promotion, it’s a means of defense and
best practice
02/11/14
30. Attackers are probably not levelheaded – those
who take on large companies single-handedly are
almost always highly emotional, if not irrational
Today anyone armed with a $100 digital camera
and connection to internet is a potential sniper.
02/11/14
31. ... even the experts know
it battle over reputation does not always
“The
favor the parties with the deepest resources.
On the contrary, it tends to saddle them
with greater obligations. The world’s
Goliath’s are generally viewed as being in
a better position than its David’s to
behave reasonably, justly and humanly,
even when acting in self-defense”
Leslie Gaines-Ross ‘Harvard Business Review ’
02/11/14
32. Who cares about your online
reputation?
Your online reputation can be seen in a number of ways.
Whether you’re seeking employment, selling a product,
looking for an investor or trying to score a date, someone
is going to turn to a search engine to learn more about you.
The most common groups are:
√ Consumers
√ Business partners
√ Stock holders
√ Marketers
√ Journalists
√ Prospective employers
√ Co-workers
√ Personal contacts
33. How can a negative online reputation
affect you?
• The results of a negative online reputation may be as subtle as
a user clicking on a competitor’s search result instead of yours
• Or as damaging as an industry-wide boycott of your products
and/or services.
• Besides the obvious financial implications of having a
company’s credibility called into question, there are potential
legal ramifications that could dominate your time and cripple
your financial sustainability, as well.
• This will often cement trusted news and legal results in the top
search rankings so that even if a case is dismissed or resolved,
you’ll be living with the consequences for years to come.
• Things like, determining who is responsible for the negative
reputation, if you’ll have to reposition or remove certain
employees or dealing with potential losses in workforce, add
further monetary, morale and growth consequences.
34. HOW TO MANAGE REPUTATION
Avoid disproportionate show of force
Don’t let bureaucracy get in the way.
Respond at high speed – the opportunity
could be lost
Empower your team to help tell your
company’s side of the story ‘meet
message with counter message’.
Employees who share their company’s
vision and values are its natural allies
and most believable voices
02/11/14
35. Make new media your friend – unfortunately
new media are often treated as a threat
rather than as asset
Find sympathetic third parties to serve as
“force multipliers”
Stockpile credentials now for use in battles
ahead
02/11/14
36. How do you assess your online
reputation?
Most users won’t look past the first page or two of
search results, so you only need to look at a couple
of pages for each keyword on the major search
engines. Start with simple searches on
Google, Yahoo and MSN for all that apply:
√ Your Name
√ Company
√ Brand(s)
√ Product(s)
√ High profile employees
√ Handles/usernames
37.
38. How do you decide whether you need
to build or fix your online reputation?
UNDERTAKE
ONLINE REPUTATION AUDIT/ASSESSMENT
Use a simple spreadsheet or list to determine
whether you need to manage your online
reputation.
39. And then what?
The Potential Problem
If you find that you have a number of search results
ranking for your name/company that aren’t
about you (especially in the top 10), you will need to start
building your reputation.
Even though there isn’t an obvious problem, you still need
to worry.
If you haven’t actively grown your search results, then it’s
much easier for something to creep to the top when
someone does have a problem with your company or
personal brand.
By not being proactive about creating your online
reputation, you leave yourself vulnerable for someone to
do it for you.
40. The Not-So-Obvious Problem
If there are a number of search results that are about
you, but they’re indifferent, you still need to focus on
growing your online reputation. Why?
When consumers, shareholders, employers, the media,
etc. are seeking information about you, you want them to
find relevant and positive results. If the search results are
crowded with indifferent Web sites detailing competitive
research and company profiles, the user isn’t finding
something that immediately wins them over. It’s to be
expected that you’ll have a Wikipedia entry if you’re a big
business, or a directory listing, but if that’s the majority of
your search presence, how is the information gatherer
supposed to build a positive impression of you?
They’ve simply recognized that there’s nothing glaringly
wrong.
41. The Obvious Problem
If someone reports your company to a
consumer watch group, a competitor
follows you around leaving negative
comments or an angered customer devotes
hours to publicly hating you, then it’s pretty
obvious you have an online reputation
management problem. Is that negatively
impacting the search results though? If you
find a number of, or even one, negative
search result, you need to fix it.
42. The most common reputation
management problems come from
(ordered by least to most severe)
√ Squatted usernames
√ Squatted domains
√ Doppelgangers
√ Job changes
√ Name changes
√ Negative comments
√ False information
√ Fake profiles
√ Trademark infringement
√ Bad news coverage
√ Legal documents
√ Complaint sites
√ Competitor attacks
√ Hate sites
√ Personal scandals
√ Corporate scandals
√ Industry perceptions
43. What should you do about those
problems?
Seek professional online reputation
management
services if you don’t already have
someone that can effectively fix the
situation.
44. The branding and online reputation
management process.
1.
Discover:
The first thing you need to do is to figure
out who you are, what you want to do in life,
while focusing on your strengths, passions
and goals. After that, you should create a
development plan that aligns your shortterm and long-term goals.
45. 2.
Create:
There are traditional and non-traditional ways to
create your personal brand. The traditional ways
include a business card, professional portfolio,
resume, cover letter and references document. The
non-traditional ways include, a video resume,
LinkedIn profile, blog, Twitter and your existence
on the various other social networks. While you
create your brand, ensure that the content,
including pictures and text, are concise,
compelling and consistent with how you want to
represent yourself.
46. 3.
Communicate
After you’ve created your brand, it is only natural (and
human instinct) that you want people to see what
you’ve done. Depending on your audience (hiring
manager, teacher, clients), you may want to tweek
your materials accordingly. To properly communicate
your brand, through self-promotion, you need to have
your story down pat and find the right sources that
would be interested in what you have to say. I would
recommend promoting others before you promote
yourself as well. Communication consists of guest
posting on blogs, writing articles for magazines,
becoming your own personal PR person (pitch to the
media), attending networking events and speaking.
47. 4. Maintain
As you grow, the brand people see has to grow at
the same time. For every new job, award, press
article, and client victory (to name a few),
everything you have created has to reflect that.
The reason is simple:
You want to use what you did in the past to get
what you want in the future.
Also, as you become more popular, your
reputation will be knocked around and tossed
throughout the web, from blog post, to tweet, to
video, and more. You’ll want to keep a close eye on
where your name is.
48. Build Your Reputation
Protect Your Name
The first step to building your online reputation is
to register your username. Purchase all relevant
domains and TLDs. If you haven’t yet,
also register your username with these five
essential social networks
√ Facebook
√ MySpace
√ LinkedIn
√ Twitter
√ Naymz
50. Online Reputation Monitoring
Tools to Track Your Online Reputation
•Feed Reader
service like Google Reader: http://www.google.com/reader/
•Google Alerts
http://www.google.com/alerts
•Yahoo Alerts
http://alerts.yahoo.com/
•Twitter Search
http://search.twitter.com/
•Technorati
http://technorati.com/search/
•BackType
http://www.backtype.com/
•Social Mention
http://socialmention.com/
•BoardReader
http://boardreader.com/
•Q&A Tracking
http://answers.yahoo.com/
•Trackur
http://www.trackur.com/
51.
52. Get Involved
Now that you’ve secured your username, set up
your profiles and created ways to track your
keywords, you have to dive into the conversation.
What’s being said about you? If there isn’t
much, it’s time to get involved. Besides building
your credibility,
Build your professional and personal networks.
Find your coworkers, friends, clients and
business partners, then befriend them. Get
involved in their conversations, answers
questions,
keep them informed of your life or business, etc.
53. Do this on
√ Professional sites like LinkedIn, Naymz and Plaxo
√ Personal sites like Facebook, Twitter and MySpace
√ School-related sites like Classmates and Reunion
√ Corporate sites like BusinessWeek, Crunchbase and
FastCompany
√ Review sites like Yelp and Amazon
√ Media sites like Flickr, YouTube or Vimeo
√ Resume sites like Emurse, Resume Social and Rezume
√ Bookmarking sites like 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
54. Position yourself as an authority in
your space.
When you become an
authority, the community
is more likely to link to
you, send business
opportunities, refer you to
the media, etc.
55. Here are several ways to grow your
authority
√ Start
a group, organization, MeetUp or TweetUp
√ Participate in Q&A sites like Yahoo Answers or ChaCha.com
√ Optimize your corporate profile on the company site (if applicable)
√ Create a personal Web site
√ List your business in relevant local listings
√ Make videos
√ Make podcasts
√ Create a personal blog or Tumblr
√ List your blog in relevant blog directories
√ Write guest posts on popular industry blogs
√ Conduct interviews with industry leaders on your blog
√ Get interviewed on other’s blogs or podcasts on sites like Odeo
√ Speak at industry events and/or conferences
√ Get quoted in local, regional and national news
√ Donate to charity
√ Sponsor an event or conference
√ Receive nominations and awards
√ Promote news-worthy information through press releases
56. Prevent Reputation Problems
As you grow your presence online, you’ll find
that there is more to keep track of. This isn’t a
bad thing, but you do need to monitor and
manage it to prevent potential problems.
You can do this by using different social media
management tools, being accessible to your
customers/clients, responding to customer
service inquiries, owning your negatives,
building credibility and responding to
criticism.
57. Social Media Management
Use tools like
http://hootsuite.com/ to manage multiple Twitter
accounts.
√ Use http://ping.fm/ to distribute tweets to
multiple social profiles at once.
√ Use http://disqus.com/ to track your comment
threads.
√ Use http://www.atomkeep.com/ to update
multiple profiles at once.
√ And, keep an eye out for Social Stream to
aggregate multiple social accounts:
http://hcii.cmu.edu/MHCI/2006/SocialstreamProject/index.php
58. Be Accessible
Most reputation problems start because the user
isn’t able to effectively communicate with the
business or individual. Then, in frustration, they
turn to “simpler” channels like Twitter, blogs or
complaint sites. To help combat this, 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.
Provide multiple forms of contact information.
Some users will not want to contact you through
email or the telephone.
Make both options available to them.
59. Invest in Customer Service
If you don’t have the budget for a
costly contact management system
/CRM or call center,
Build aWeb-based customer service
portal on site.
Use tools like
http://www.suggestionbox.com/ or
http://getsatisfaction.com/ to help you
do this.
60. Own Your Negatives
Why would you ever purchase the domain
[companyname]sucks.com?
Because if a user is searching for an alternative to
your brand or looking to express frustration,
wouldn’t you like a chance to win them over?
By ranking for your negatives, you give your
company one last chance to convince a user why
they should stay with your service or give your
product another try.
You should also purchase negative domains so
that others can’t make a simple hate site and rank
on domain relevance.
61. Another important way to own your
negatives
Create a Frequently Asked Question or
Customer service area on your site that asks
questions with those phrases in the text like
“What are some alternatives to [product
name]?” Then give them a different version
of your product or services or send them to
a friendly partner’s site.
62. Build Credibility
Do you have client or customer testimonials? If you
don’t already have those testimonials, make an effort
to collect them in the future. Then, post those
testimonials on the site.
You can also track positive mentions on sites like
Twitter or LinkedIn and add those to your site.
Give customers the ability to add product reviews.
In short, engage your community to give them
recognition for finding you and build your credibility
to prospective users in the process.
If you belong to industry-specific associations or
groups, establish trust by displaying those logos on
your site. Do the same with quality rating services.
And, give your users a guarantee (that you can keep),
so they feel more secure with their decision.
63. Respond to Criticism
Once you start monitoring your online reputation and
you discover there are negative comments being
made,
How Should You Respond?
If someone is genuinely upset, contact them and try to
resolve the issue.
Don’t get defensive, just apologize and give them
something comparable to the situation whether it’s a
promise that they’ll be treated differently in the
future, a refund or free products/services.
If the user appears to be a troll, a response may not be
the best solution, learn how to respond to negative
reviews
CONTACT ME.
65. Some 10 online branding Don’ts.
In the world of online reputation
management and branding, I come across
lots of mistakes that people commit. And I
think at this point I should share with you
some of those mistakes and how you can
avoid them in the bid to create a unique
brand and a strong believable image
online.
66. 1. Don’t be fake. Be Genuine.
A lot of people think branding is about
creating an image for the world, where as in
fact, branding is about authenticity.
So know who you are, what you believe in,
what your values and unique selling
prepositions are and use that as a bases for
creating your brand architecture.
67. 2. Don’t be wishy – washy. Take a
stand.
Strong brands are not all
things to all people. They are
willing to take a stand and
that helps them to stand out.
68. 3. Don’t act before thinking
I see lots of people communicating,
they’re thinking branding is all about
visibility, they are saying oh lets get as
many messages out there as we can
possibly do. That’s gona work against
you. Have a plan. Know what’s good
for you and your target audience
before getting your communications
out there.
69. 4. Don’t go for quantity over quality
There are lots of people out there giving you
branding advice and they’re telling you, oh get out
lots of videos on youtube, pictures, articles for
your blog and other promotional materials. That’s
not what you wana do. You have to use the right
resources in building something of quality that
when people see it they can believe in you and
your brand value. Other wise you are distracting
from your brand value rather than adding to it.
70. 5. Avoid the quest for fame. Choose to
be selectively famous.
Branding is not about every body knowing
you. Its about getting the exact people in
your target audience, knowing who you are
and what your unique promises and values
are. Focus all your messages and your
communication on those people who need
to know you thereby creating a return on
investment for you.
71. 6.Don’t run out of steam in the branding
process. Slow and study wins the race.
I know a lot of people that climbed on social
media platforms made lots of contacts, left
it and went on to other networks and then
bored with that and went on another
network. You have to use a slow, steadily,
methodical and consistent approach in
building your brand.
72. 7.Don’t forget real world
relationships.
Branding is not just a web 2.0 activity. You
wana make sure you building a brand in a
real and virtual world and you wana take
your real world activities you are doing and
translate them into the virtual world.
Building a brand on the web is not gona be
as effective.
73. 8. Don’t go it alone.
Bring in the right people and resources:
Personal branding strategist, resume
writers, video producers and others
applicable. You wana have the best people
around you and behind you. So that what
you are building is of high quality using
different people with different perspectives
and expertise helping you to build your
brand in the best possible way.
74. 9. Don’t make it all about you.
Branding is about giving. Its about creating
value for your network. Its about building
credibility by sharing your knowledge and
expertise and what you have with others. Its
not about big promotions and taking from
others. Its really about giving.
75. 10.Don’t forget to measure.
A Lot of people go out there with a branding
plan and they are saying oh this is great and
they continue working on it
without seeing if its working.
Is it helping you to meet your goals?
Is it getting you to the nest level?
Are the right people knowing you?
It is important to measure
Know your ROI./ROCE.
76. AVOID THIS BRANDING
MISTAKES TODAY AND
YOU WILL CERTAINLY BE
ON THE WAY TO
BUILDING A UNIQUE
SELLING REPUTATION
AND BRAND…..
77. CONCLUSION
Rethink your reputation management and acknowledge that
you have considerable less control over your corporate
messages than you had just a few years ago
Be prepared to deal with unknowns that can turn your
company’s name to mud overnight
- Perhaps no company will ever decisively ‘win’ its reputation
war; the battle is ongoing. But by changing your mind-set,
adopting new tools, and taking the principles of reputation
warfare to heart, you can protect your business from the worst
of the snipers’ attacks.
02/11/14
Guess we know majority of these companies. Pick one (one that you don’t work for) and tell us what you know about them
What kind of employer is your organisation?