ORM – so much more than crisis management!

Outline

• A Quick Introduction to Online Reputation Management

• Is this something you need?

• Using ORM to prepare for your next social media campaign.

• Measuring the success of your next campaign.

• Learning from your past campaigns.

ORM (Online Reputation Management)

Explained

Traditionally

You do marketing

Consumer buys the product

Consumer does not buy the product

Currently

The consumer discusses this online

You do marketing

Consumer buys the product Consumer buys from competitor

Where do you fit in?

The consumer discusses this online

Listen!Influence!Engage!Learn!

Online Reputation Management

Monitoring your brand online,

knowing how to deal with negative and

positive commentary

and understanding how you can pro-actively

protect your brand via conversation.

Which is…

Not just Google Analytics.

Not just Facebook Insights.

Not just your Twitter follower growth

And not even

traditional market

research

But

But the REAL BUZZ that is out

there…

Wherever & whenever…

And from real people with real

emotions!

So that you know exactly

• What is being said,

• Who is saying it,

• Where they are saying it,

• How they feel about you,

• How often they talk about you…

My reputation is just fine…

I am not online yet…

We have decided not to entertain

social media…

However, we often hear the following

What will it do to my bottom line?

Or even

So

What if the day comes that

you do want to go online and

do “something digital”?

(or even just participate in the conversation)

How will you know…

Whether people like the campaign?

How well the campaign did?

Whether KPIs have been achieved?

Whether this made people like your

product over another?

How will you know…

What it did to the bottom line?

Did it increase our sales?

(that’s the kind of info the FD will want)

Now that’s where we

(aka the ORM specialists)

come in!

Let’s start from the beginning

We’ve seen some great social media campaigns

Remember these?

But how did the consumer feel?

And did anybody check how they felt?

Some of the emotions we picked up

So how should you go

about a social media

campaign then?(or any digital campaign for that matter)

Step 1: Listen

Listen to what your audience is currently

saying:

What do they like?

What don’t they like?

What do they want from you?

What gets them excited?

How do they currently feel about you?

Do they care at all?

Step 2: Learn

Learn from what your audience is telling you.

Take all these facts in.

Use these facts for your current and future

campaigns.

Learn what

complaints might

come up and prepare

yourself for this.

Step 3: Determine what you are trying to achieve

Generate brand awareness

Drive product sales

Launch new products / services

Retain customers / Grow your customer

base

Improve your online reputation

Step 4: Set your KPI’s

Based on the money you are spending, what ROI

are you trying to achieve?

% sales increase

% customer increase

% improvement of your

reputation

% growth in loyal

customers

Step 5: Launch the campaign

Use all supporting channels available

(don’t stick to one platform).

Make sure every

possible touch point

with the audience is

covered.

(in a consistent manner

and voice)

And most importantly

Measure the campaign every step

of the way and monitor the

reaction from the audience!(you still have the opportunity now to make small

changes)

Step 6: Monitor & Measure

What’s the impact on your reputation?

How is it impacting on your sentiment?

Are people talking about it?

Are people liking the campaign?

Are there any crisis we need to be aware

of?

What we recommend you measure

Increase in reputation score.

Increase in talkability

High number of positive responses.

Engagement with the brand.

Use of those channels the brand has a

presence on.

Free advertising received.

Achievement of the KPIs set.

So that you can

Report back to all stakeholders on:

The reach of the campaign

The Rand Value generated

Increase of loyal customers online

Increase in talkability around the

brand

The key learnings from the campaign.

So make sure that you are not

shooting in the dark with your

next campaign!

How to get hold of us

South Africa:Tel: +27 11 021 8740Email: infosa@saidwot.com Web: www.saidwot.com

United States:Tel: +00 (1) 704 450 2403Email: infous@saidwot.com

saidWot Online Reputation

Management Tool

saidWotORM