Online Reputation Management (ORM) - SEMPO Meet Up Hyderabad Presented by Shakir Ali www.The-eMerchant.com

1. Digital Media Company’s Channel Partner Opportunity

2. Online Reputation
Management (ORM)

3. Introduction
Your online reputation is influenced by
what you post online, and what
individuals, groups, and search engine
results reveal about you online. Online
reputation management involves a
combination of marketing, public
relations, legal and search engine
optimization (SEO) skills to promote,
protect and defend a client's online
image.
Online reputation management can displace false, embarrassing or
irrelevant content by using social media, blogs, news media, personal
websites and other tools to diminish the ranking of negative online
content.

4. Why ORM
The internet does not forgive. It does not forget. And
its influence continues to grow.
Negative online content has destroyed relationships,
devastated careers and ruined businesses.
A positive online reputation is your most valuable
asset in today's digital world.

5. Tradition PR / ORM
Traditional PR Is temporary
Online Information is permanent

6. How and Where

7. ORM Methodology
The three steps involved in Online Reputation Management are:
Monitor and track what is being said online
Analyze how the visible information affects your
brand, your reputation
Influence the results by participating in the
conversation and eliminating negative
sites

8. Key Points to ORM
• Be Humble
• Authenticity
• Integrating
• Research
• Effort
• Understand the task at hand
• Image and reputation aren’t the same
• Reputations aren’t built overnight
• Assume everything will make its way to the web
•Build your Google reputation now, not later

9. Monitoring and Planning your online Reputation
• What should you monitor?
• Where should you monitor?
• Monitoring your online reputation

10. Building Online Presence
•Enhancing your online reputation
•What should your response to a valid attack be?
•How do you protect your reputation?

11. Action Plan for ORM

12. Pillars of Social Networking
Build your social networking profile
Target multiple sites
Be Honest
Listen
Think content over numbers

13. Welcome Comments
a) Comment moderation
• Spam filtration
• Creation of a comment policy
• Explain who you are
• Incorporate other media

14. Blogging Guidelines

15. Press Releases
Your audience for your press release is no longer journalists alone.
Online, it is possible for anyone to read your press release
Online Press Release format
Making your Press Release Search Engine Friendly
Leveraging your press release

16. Using SEO to Manage your Reputation
Being user friendly
Enabling Google crawling
The title tag
Page content
Google page rank & incoming links

17. Tools and Codes
Codes of Communication Message content
Creating engaging content Signature file
How to write reputation Instant Messaging
enhancing content
Writing white papers and ORM Tools
Online Books Google alerts
Be Engaging Google Trends
Use your headlines Google Blog Search
Voice Technorati
Be Clear Delicious
Be Professional Digg
Subject line Backtype.com
Search.twitter.com
Trackur.com

18. 10 Social Media Tracking and Analytics Tools
1) Social Mention
• Bit.ly
• Social Too
• Twitter analyzer
• Xinureturns
• Tweetstats
• Twitalyzer
• Blogplus
• PostRank
• Broadtracker

19. A Peep into Popular Social Networks

20. Branding of an Individual
Create a website
Create a free blog
Set up a social networking profile
Share your photos
Answer others’ questions
Social bookmarking profile
Use shopping and review sites
Bring your profiles together

21. Case Study
Greenpeace launched a campaign
against Nestle KitKat for obtaining palm
oil from suppliers who it claimed was
destroying the Indonesian rainforests.
This campaign included a video posted by Greenpeace on YouTube showing a
Nestle employee eating an orangutan finger in a kitkat pack.
Nestlé’s efforts to have the video removed simply resulted in a temporary change
in the video’s location.
Greenpeace then changed its facebook UK page to Nestle Killer mockup. It
asked its supporters to share the video, change their profile picture to Nestle Killer
and to boycott.
Nestle products in protest. When Nestlé's Facebook page was overrun with
negative comments and Nestle Killer Profile pictures, a Nestle representative got
into a verbal fight with fans. However, she apologized later.

22. Case Study
When apple CEO Steve Jobs
announced the launch of the
iPhone, one of the first images of the
new device appeared on the photo
sharing site Flickr.
Almost immediately, the photo was submitted to the social voting site
Digg.com by web designer Jeremy Flint.
In a few hours, the photo had received thousands of votes. It finally got more
than 24,000 “diggs” and hundreds of comments
This resulted in the photo getting over 150,000 page views and over 2000 web
links and mentions by dozens of bloggers.
Apple’s iPhone launch was a big success on social media.

23. Conclusion
Online reputation management may be in its infancy
You have to plan now to control your reputation in the digital
space; you will reap the benefits for years to come.
You should maintain a transparent voice online, throughout your
communication.
Trust your consumers in turn to provide honest and relevant
feedback about your brands and your company.
Just as a reputation is built by how others perceive you, it is often
what others say about you online that influences your online
reputation.
You can ensure that you are the first company your consumers and
potential consumers consider when purchasing products in your line
of business.

24. Want more information?
Simple, go to… www.the-emerchant.com
info@the-emerchant.com
or call at +91-9849256286

25. Thank You