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ONLINE REPUTATION MANAGEMENT AND BRANDING

Sir Eric Seyram A
@SirEricSeyramA
www.facebook.com/sirericseyram
gh.linkedin.com/in/sirericseyrama/
Sir Eric Seyram A
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.
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
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)
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.”
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.
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
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
CORPORATE REPUTATION
NEGATI VE

POSI TI VE
02/11/14
YOUR REPUTATION
ooh Its
all…..

…….gone

wron
g! !!
02/11/14
CORPORATE REPUTATION

…..Ooh that’s a wow company!!!!

02/11/14
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
REPUTATION AND BRAND

Reputation

Winning Corporate Formula
02/11/14
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
02/11/14
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.
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
.... 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
02/11/14
02/11/14
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
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
REPUTATION
IS
”EVERYTHING”

02/11/14
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
FLEET OF B-52 BOMBERS

02/11/14
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
 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
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
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
 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
... 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
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
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.
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
 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
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
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.
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.
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.
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.
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
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.
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.
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.
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.
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.
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
Set Privacy Settings
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/
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.
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
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.
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
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.
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
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.
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.
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.
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.
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.
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.
02/11/14
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
AVOID THIS BRANDING
MISTAKES TODAY AND
YOU WILL CERTAINLY BE
ON THE WAY TO
BUILDING A UNIQUE
SELLING REPUTATION
AND BRAND…..
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
02/11/14
Email:
consulting@sirericseyram.com
Whatsapp or Call 0234417177/
0243062198

02/11/14

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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 • • • • • • • • • • • • • 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
  • 11. CORPORATE REPUTATION …..Ooh that’s a wow company!!!! 02/11/14
  • 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
  • 13. REPUTATION AND BRAND Reputation Winning Corporate Formula 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
  • 25. FLEET OF B-52 BOMBERS 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
  • 79. Email: consulting@sirericseyram.com Whatsapp or Call 0234417177/ 0243062198 02/11/14

Notes de l'éditeur

  1. 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?