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Welcome to this webinar on Online Reputation Management or ORM for short Where we will examine the 3 most important steps to ensure you can not only protect yourself against your brand reputation being at Risk, but also balance the time and effort in doing this, to ensure you achieve the reward that comes from having an enhanced reputation, online or offline – rewards such as: Customer acquisition Reduced attrition Lower cost of acquisition and Increased sales All of which should add up to greater profits and success overall. (Note: for the remainder of these notes the * symbol = a click of the mouse to proceed through the slide and bullet point animations)
* Thank you for that kind introduction. In today’s webinar, I propose the structure will go like this: * An introduction into what ORM is and why it’s important * Then I’ll go over the 3 steps to balance Risk & Reward * Then a few minutes of, planning for, and implementing Digital Crisis Management Finally, at the end I’ll share some additional resources and if you want to type any questions into the chat box as we go along, I’ll attempt to answer them all, at the end of the session, or if we run out of time, you can contact me or your local WSI Internet Consultant after the webinar closes, to make sure all your questions are answered.
J’ai essayé de dire la même chose mais dans un discours plus parlant pour un chef d’entreprise
*Remember the old adage… If you have a good experience you’ll perhaps tell one person,* but if you have a bad one, you’ll probably tell at least 10 people! Well that WAS true in an offline world, but in an online world, where you don’t have to go out of your way to tell people, post one bad experience you’ve had on Facebook or Twitter and it’s not just 10 people who’ll hear the story, it could be thousands!* * The buzz could be good or bad – and one things for sure, * you can’t control it….., *but you CAN influence it * In an online world, where ten’s of thousands of people are connected though Twitter, Facebook and LinkedIn, and where all the conversations can be indexed by Google * then…. Successful businesses * not only listen but also take action.
So what’s a simple definition of Online Reputation itself?* The sum of not only what you do and say, but what other people say about you too! Good * = increased customer & sales But get it wrong * and you’re looking at negative impacts and for some businesses even going bust! And Online Reputation Management means *………….. Managing all those things that can, and will, impact your reputation online pro-actively where you can, so that when someone looks for you or your brand * High ranking GOOD PUBLICITY is what they find and * Your focus is to influence search results where ever they may be. And by that I mean, it may be a search engines, like Google, Yahoo, Bing or YouTube or a search function within a social media, like Facebook or LinkedIn
Why is ORM important today? *When people do search for you, hopeful they will find your website! (if you’re managing your Search Engine Optimisation and Paid Placement Advertising well – check out some of our other white papers if this is an issue for you) *However, they’ll also find lots, lots more through the search engines * Through links to comparison sites * Social media comments * Review site information – such as aggregated 5 star ratings * Discussion groups, blogs and the like * All of this is ORM, and failing to manage it can be disastrous
33 millions de francais actifs sur les réseaux sociaux
Les suites d'un incident impliquant une guitare lors d'un vol avec la compagnie United Airlines : En moins d’une semaine, la guitare Taylor de Dave Caroll est devenue une vedette internationale sur You Tube. Le musicien n’ayant pas été dédommagé, avait composé une chanson satirique «United Breaks Guitars» . United Airlines a finalement proposé de rembourser les frais de réparation pour la guitare endommagée.
So now we know what ORM is, lets quickly examine the 3 Steps to balancing Risk and obtaining Reward from taking the time and effort to take control of your ORM: They are * Monitoring, Analyzing and Influencing – Let’s look at Step 1 – Monitoring * The internet is a great way to quickly find out what people think about a company, product or service: You’ve probably done it a hundred times yourself People are more likely to share poor experiences than good experiences (unless prompted) And online, this effect is multiplied a thousand time over as we have already discussed The biggest problem sometimes is… not even knowing things are being said about your brand…. good or bad! So monitoring is absolutely vital But that’s easier said than done, so we’re going to share here some of the tools you can use: *1. Google and Yahoo! Alerts Google Alerts allows you to set up keyword searches for the name of your company or competitors and receive updates in your email inbox or through an RSS feed. *2. Social Mention Social Mention tracks blogs, blog comments, Twitter, mainstream news, images, video and audio. *3. Radian6 This social media monitoring tool offers integrated workflow, alerts, sentiment, monitoring across blogs, forums, news, Twitter and more. *4. HootSuite HootSuite is a popular tool that can be used to manage multiple accounts across Twitter, Facebook, MySpace, WordPress, Foursquare and LinkedIn. *5. Technorati This is one of the largest blog search engine directories that can also be searched for keywords related to your brand (or those of your competition). *6. Addict-O-Matic This tool has a consolidated page with search matches across sites like Twitter, Flickr and more. *7. ReputationDefender Reputation Defender offers a robust monitoring service that will help you keep track of your brand. A feature called MyEdge helps you deal with the results that Google serves up about you. *8. Finally, WSI ReachCast – Although we left it out of the white paper so as not to promote our own product, I may be a little biast but I think it’s one of the best! It does much more than just monitor negative & positive mentioned about your business or brand, it also allows you to cast positive comments across all your pages, build your fan base and drive more positive reviews
* Step 2: Analysis Both positive and negative feedback can be healthy for your business*……, provided that is: You know about it and You react to it quickly and appropriately Remember United Airlines: If they had quickly responded to the YouTube video – Apologised, dealt with the valid claim and perhaps made a genuine heart felt public apology (via a musical YouTube video) Do you think their share value would have fallen by $180m dollars and they’d only have a 2 star rating?*………… * And, if they’d thought strategically, to change processes, to make sure this wouldn’t happen again (* and communicated that fact) … well, it’s always been true that if you handle a complaint well, you’ve probably got a customer for life * … online you have to monitor closely, so you can quickly analyze the impact and react appropriately a.s.a.p. Why – because whilst the reward for doing so is so great, the risk of not doing so is perhaps even greater
*Step 3: Influencing * When a crisis situation arises (more in a minute)* The traditional PR response to craft a carefully worded press release is just too slow* When bad news travels as fast as it does, in the online ‘viral world’ then you need to react differently* Delay can only damage, but respond quickly, sensitively and taking care of your customer’s opinions* … then you can strengthen your brand’s image and turn potential disaster into PR victory It’s the opinions of your customers that count and we need to be responsive to them and be seen to care* But why wait for a crisis, you can influence your reputation positively in so many ways If there are already 10 positive comments out there about you and your brand, indexed by the search engines Then one disproportionate negative comment will not show – however that doesn’t mean you should ignore it, but It does mean you should proactively engage in activities that promote your brand reputation, in a planned way Let’s look at that in a bit more detail* We all know that for Search Engines ‘Content is King’ – we need to make sure it’s the right type of content that the search engines are indexing and ranking
So how do you do that? * You need to select the right Social Technologies: You need to do more than just reply to comments* If you are going to proactively communicate as well, you need to segment your customer base to see where to be heard* Make sure you’re where your customers are, and engage in two way conversations* - you may even collect your customers preferences, but if not, then use the available demographic data to inform your choices* Just as in all relationships, the ‘Tone of voice’ you adopt should match your brand persona - in customer facing blogs, you might have several contributors who are seen as subject matter experts or look after particular products, services or functions When joining in conversation on industry blogs or discussion groups, comment to add value not ‘noise’, as the latter will have the opposite impact * Demonstrate your expertise by going ‘narrow and deep’
* The 3 steps to Online Reputation Management are: * Monitor * Analyse * and Influence * So, don’t be a victim, be a winner and * take control of your ORM * You can download your white paper at * www.getwsipowered.com