More Related Content Similar to Insights to Online Reputation Management (20) More from Adonai Training LLP (6) Insights to Online Reputation Management1. Insights to Online
Reputation Management
Rebekah Seragih
Adonai Training & Kreative Media
AdonaiTraining.com
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2. Online Reputation Management
Agenda
Your Reputation Matters…It is Your Door to Success
What is Online Reputation Management
Background to Online Reputation Management
Why is it Important to Monitor & Manage
The reasons and the impacts of a good reputation
How do I Monitor
Online Reputation Monitoring Tools
How do I Manage
What to do if you or your company is mentioned
Success Stories
How Others Did it
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3. Online Reputation Management
What is Online Reputation Management?
Wikipedia (Definition)
Online Reputation Management (or monitoring) is the practice of
monitoring the Internet reputation of a Person, Brand or Business, with
the goal of suppressing negative mentions entirely, or pushing them
lower down the search engine results pages to decrease their visibility.
Online Reputation Management is also referred to as ORM.
Only ONE GOAL in Mind
To push already highly ranked negative
posts off the results pages
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4. Online Reputation Management
Should I Worry About My Reputation?
Listening is Crucial
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5. Online Reputation Management
BP - Deep Horizon Oil Spill Crisis (April 2010)
The Results of Failing to Monitor, Manage & Engage
QUICK FACT QUICK FACT
Deep Horizon oil spill crisis in the BP is not new to social media.
Gulf of Mexico started from an Facebook page
explosion in an offshore drilling rig YouTube channel
that killed 11 and injured 17 of its Twitter account
workers.
Flickr account
Oil has been spilling out into the But BP failed to harness these
ocean for a few months before it tools.
was finally capped. They failed to monitor what was
BP’s inefficiency to stop the spill being said about them online.
BP blamed other parties for the They failed to check the online
explosion sentiments of the public.
The then-CEO, Tony Hayward made They failed to engage with the
some insensitive comments about dissenters.
the amount of spill being “tiny”
compared to the size of the ocean.
Wikipedia Reference:
http://en.wikipedia.org/wiki/Dee
pwater_Horizon_oil_spill
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6. Online Reputation Management
BP vs The Dissenters
During the crisis, BP constantly update their social media tools to provide the latest
information without any form of engagement. However, BP’s voice in social media is
drown in the voices of dissenters. Below are the social media tools BP adopts and their
fan-base numbers vs the fan-base belonging to dissenters.
Twitter
BP Official Account
18,596 Followers
BPGlobalPR
190,561 Followers
Facebook
BP Official Page
41,069 Fans
Youtube Boycott BP Page
6,472 Subscribers 846,608 Fans
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7. Online Reputation Management
NetBiz.com
A Storm was Brewing Online…A Case of Dissatisfied Customer
NetBiz is an online internet marketing company since 2002
More than 12,000 small business clients
A Case of Dissatisfied Customer Service and the poor services were
posted online in forums
Started off with online customer opinions forum
Got spread to Blogs, Twitter, LinkedIn and other social networking sites
NetBiz failed to listen and pay attention to the small talks online
A great deal was said that were both truth and distorted truth
But it was enough to create a stream of news
It formed an online perceived reputation about the company and its poor
services
Results
A bad reputation in the market
Profits got hit, Business Dropped
Every customer starts to complain and took the opportunity to add to the
fuels
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8. Online Reputation Management
Why is it Important to Monitor & Manage
1. What do all these situations have in common?
None were proactive in managing their online reputation
There was no online crisis contingency plan set in place
There was no appropriate engagement with the online communities
There was no crisis management team trained to kick into action
2. If you do not control your brand online, someone else will.
It’s a means of defense and best practice for every business
3. The Internet & Search Engines provide a platform for
information search to be made available
People are always searching to learn more about you
Online Reputation Management is always closely linked with Search
Engines
Search Engine Optimization (SEO) is an important tool in reputation
management
You cannot remove negative comments but you can bury it in Google
search through a steady stream of contents
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9. Online Reputation Management
Why is it Important to Monitor & Manage
3. Coupled with the power of social network sharing - Viral
4. Impossible to hide a company’s mistakes or customer
dissatisfactions
5. Your Reputation will always precede you. Bad Reputation =
Poor Profits Bottom-line = Company’s Credibility
6. Listening is Crucial = Proactive Actions to curb Business
Storms, You are in Control
7. “Prevention is better than Cure” – It takes a long time to build
a reputation but it takes overnight to destroy it
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10. Online Reputation Management
Online Reputation Monitoring Tools
HOW DO I MONITOR
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11. Online Reputation Management
Online Reputation Monitoring Tools
You can’t be everywhere at the same time
Purposes of these tools are to help you:
keep up with all the relevant social media activity and happening
check what people have to say about you or your company brand
analyze the ROI (return on investment)
design the steps you need to take to improve your reputation
make your customers happy
monitor your competition
List of Monitoring Tools in the Market (this list is make
available as part of this presentation slide download)
Free and Paid Tools
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12. Online Reputation Management
List of Monitoring Tools
1. Google+ 22. Alterian SM2
2. Radian6 (Business) 23. Tweetdeck (Free)
3. Addictomatic 24. Lithium
4. Social Mention (Free) 25. Reputation Defender
5. Steprep (Small Business) 26. Brandwatch
6. Twazzup Social Media Monitoring 27. Alltop
7. Sysomos 28. CoTweet
8. HootSuite 29. Facebook Search (Free)
9. Beevolve 30. Icerocket
10. HowSociable 31. Klout
11. Buzzlogic 32. NutShellMail
12. Seesmic 33. MentionMap
13. PostRank 34. Samepoint
14. SocialSeek 35. Wildfire Social Media Monitor
15. SocialPointer 36. Topsy
16. BoardTracker 37. Meltwater Buzz
17. Blogpulse 38. TweetBeep (Free)
18. Trackur 39. Google Alerts (Free) – Giga Alerts
19. Me on the Web (Free – Google 40. Google Reader (Free Feed Reader)
Dashboard) 41. Yahoo Alerts (Free)
20. Technorati 42. Twitter Search (Free)
21. Backtype 43. BoardReader
13. Online Reputation Management
How to Assess your Online Reputation?
Reputation Management Assessment Sheet Summary
No. URL Type * Good Bad Neutral Types Good Bad Neutral Total
1. XXX Blogs 5 2 0 Blogs 100 40 30 170
2. YYY Faceboo 20 10 20 Facebook 50 80 200 330
k
3. ZZZ Ezine 80 10 60 Twitter 30 30 30 90
4. UUU YouTube 100 5 0 TOTALS 180 150 260 590
* Type – Document the types of search result – Website, Blog, Video, Photo, Directory, etc.
Google Yourself
1. Start with a simple search on Your Name, Company, Brand, Product, and etc.
2. Compile a list of 30 User relevant keyword phrases
3. Enter the details into the Assessment Sheet
4. Tabulate the totals
5. Based on the number of sentiments, it will tell you the areas that you have to
focus on.
14. Online Reputation Management
What to do if you or your company is mentioned
HOW DO I MANAGE
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15. Online Reputation Management
The Don’ts of Online Reputation (Basics)
1. Remember…the Social Network Sites are not boxing rings or a
political debate. Keep arguments and fights out.
Spoken words can be easily erased but printed words can’t. They can be
shared and passed on.
2. Handle all issues offline via phone call or craft a well thought
out letter or email to address the problem
3. Avoid forceful or angry language. If need be, use it in a
private mode of communication where it cannot be spread.
4. Don’t assume that negative comment is bad for business
Don’t panic when you see a negative comment or criticism
Customer complaints in social networking sites can bring out your brand
defenders to your rescue
Constructive criticism can be feedback leading to positive change in the
company or improvement in the service
Do not react immediately. Keep Cool. Think through the most effective
strategy to handle it.
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16. Online Reputation Management
The Don’ts of Online Reputation (Basics)
5. Don’t insist that you are right (if you are wrong) or threaten
legal action
This will cause trust issues and lead to potential liability issues
Always deal with it offline and never on the social networking sites or
any public space in the Net
6. Don’t comment on anything negatively without any concrete
proof or evidence
This will lead to defamatory and potential liability lawsuit if you are
found to be falsely leading the public
If found guilty, you can be made a public example. The table is turned.
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17. Online Reputation Management
The Do’s of Online Reputation (Basics)
1. Turn Negative to Positive
Respond to the customer online that you are looking into the situation
Provide a deadline but make sure you adhere to it
Ask the customer to Private Message (PM) you with their contact and
situation to take it offline
After a dissatisfied customer is satisfied, get them to comment on your
prompt action in the social network sites (if that is where the complaint
is posted)
If not, ask for a testimony for you to post in your social network sites –
“Another Satisfied Customer” column
2. Posting of Negative Contents that are not True
Ask the poster of the negative content to remove the unflattering
photo, critical post or negative comment about your company
If they refuse, ask the Moderator of the social network site to flag the
content down.
Condition – you must prove that it is inaccurate or defamatory.
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18. Online Reputation Management
The Do’s of Online Reputation (Basics)
3. Flood your company and other social network sites with good
contents to push the negative comments off the front page
4. Show that Actions are Taken
Most people who complain are only concerned with whether your
company cares enough about them to do something.
Firstly, it’s the efforts that they are looking for to resolve the issues.
Secondly, others are watching you and your actions.
Thirdly, report the positive actions and results. Update the progress.
5. Distinguish between Rants, Reasonable Complaints and
Constructive Criticisms
Always respond to constructive criticisms and reasonable complaints
Thank the other party for the feedback
Take Rants offline or counteract it with good contents. Do not waste
time and efforts on pointless ranting.
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19. Online Reputation Management
The Do’s of Online Reputation (Basics)
6. Have an Online Contingency Plan in Place
Set up a Social Media Crisis Policy on how to Engage with dissatisfied
customers online – how to say and what to say
The rules of Engagement for different Scenarios handling – Common
issues, Critical Issues – The Do’s and Don’ts
7. Have a Social Media team trained and ready to handle all
online mentions
8. Design a Reputation Monitoring Strategy
The Monitoring Tools to use
The Objectives and Goal of the Monitoring
The frequency of Monitoring
Identifying potential online hazards
Handling and curbing potential hazards
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20. Online Reputation Management
The Do’s of Online Reputation (Basics)
9. Your Social Ambassadors – Brand Defenders
Identify your online Brand Defenders and build a relationship with them
They will speak for you. They are your best Word of Mouth.
Find them online in the social network sites.
Facebook – regular engagers
Twitter – retweet and mention your posts
Influential Bloggers with quality contents
10. Build Relationship with your online Community
This is built over time, not overnight
Provide Quality, Relevant, Educational and Entertaining Contents
Engage and comment on other Social Network Sites other than your own
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21. Online Reputation Management
The Do’s of Online Reputation (Basics)
11. Engage an External Consultant
Get Expert Help
Experiences as a result of cases handled
They know what to do when crisis hit for they are trained
12. Protect Your Name by Registering your Username
Purchase all relevant domain names
Register your names with the major social network sites to have the
same handles across each of the social network sites
13. Determine the Contents to be posted and be selective of the
customer groups to post those contents. Have a segmented
and targeted message for different groups. Use email
marketing system.
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22. Online Reputation Management
The Do’s of Online Reputation (Basics)
14. Be Accessible
Most reputation problems start because you are not contactable
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
15. Invest in Customer Service
Build a Web-based customer service portal on site. Use tools like
Suggestion Box or Get Satisfaction
16. Own your Negative Domains so others do not use it against
you
17. Last but not least, Get Involved in the Conversation!
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23. Online Reputation Management
Get Involved, Engage & Act
1. Why get involved?
Build credibility to your name
Build professional and personal network
Keep others informed about your activities
Be kept informed of what is happening
Build relationship with your customers
Build awareness and brand
Gather testimonies from satisfied customers and post them on the social
network sites
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24. Online Reputation Management
Get Involved, Engage & Act
2. Where to get involved?
Professional sites – E.g. LinkedIn, Naymz and Plaxo
Personal sites – E.g. Facebook, Twitter and MySpace
Education sites – E.g. Classmates and Reunion
Corporate sites – E.g. BusinessWeek, Crunchbase and FastCompany
Review sites – E.g. Yelp and Amazon
Media sites – E.g. Flickr, YouTube or Vimeo
Resume sites – E.g. Emurse, Resume Social and Rezume
Bookmarking sites – E.g. 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
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26. Online Reputation Management
NetBiz – Changes for the Better
1. Start to Listen
Use monitoring tools to monitor the discussion of their
brand online
2. Created accounts in other social network sites to listen
to what others have to say – E.g. Facebook, Twitter,
LinkedIn.
3. Engage with their customers by posting contents online
4. Started a customer service online to handle any
complaints, criticisms and negative comments
5. Build a NetBiz community online to make themselves to
be more visible and accessible
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27. Online Reputation Management
NetBiz – Changes for the Better
6. Build a blog called NetBiz Blog and provide tons of
useful, quality and relevant information on internet
marketing campaigns.
7. They set up a Forum for discussion and to handle
queries.
8. Giving Back to the Community
• Online campaigns to give back to small businesses like
free package deals
• Talk about their charity works
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28. Online Reputation Management
About the Author
Rebekah Seragih
A Business and Marketing Strategist in her own rights, Rebekah has
been offering consultancy advices on business strategy, marketing,
training, operations, crisis management and change management to
MNCs, governments and businesses for more than 15 years. She has
been involved in major international projects amounting more than
US$30 million. As the pioneer Strategists in Asia in her field, one of
her achievements is the design and engineering the first touch
screen ATM machine in Asia and implementing it throughout Asia
and Europe with one of the international bank. She has also
strategized and designed the world’s credit card merchant tracking
system that resulted in merchant credit card fraud management.
Rebekah has conducted seminars, workshops and trainings to
audience all over the world which includes corporations, business
owners, governments, and financial institutions. For the past 8
years, she has her passion in building schools in developing
countries for the poor making education available to the needy and
orphans. She is also involved in selective charity programs round
the globe.
Looking to do much more, she has engineered her own holding
company with a special focus on being a social entrepreneur in all
the niche business start--ups under the holding group to make a
difference in the lives of others.
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29. Online Reputation Management
About Adonai… Our Services, Doing What We Do Best
Adonai is a leading training and online media consultancy company in Asia. Led by amateur professionals, our
corporate and public training arm you with the latest knowledge, tools and skills to make you a success. Our
training includes online marketing media, social media, branding, management, training, professional
certification, entrepreneur start-up programs, and etc.
Our foremost consulting authority on business strategy, social media, digital media, online space, creative
marketing and branding helps Brands & Organizations create customized and unique social media and business
solutions. Our clients range from major brands, government agencies, business owners, small-to-medium size
companies to financial institutions. Our consulting services include:
Social Media Strategy & Planning
Social Media Marketing & Engagement
Social Media Monitoring
Contents Generation & Article Writing
Online Campaign Creation & Management
Online analytics
Website and Micro-site development such as corporate blog
Mobile Application
Search Engine Optimization (SEO) & SEO Copywriting
We believe your success is our success…
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30. Online Reputation Management
Connect with Us…
Adonai Training
[E]: contactus@adonaitraining.com
[W]: www.adonaitraining.com
[FB]: www.facebook.com/adonaitraining.sg
[TW]: www.twitter.com/adonaitraining
Rebekah Seragih
[E]: rebekah@adonaitraining.com
[W]: www.adonaitraining.com
[FB]: www.facebook.com/RebekahSeragih
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