Online Reputation Management - 10 considerations for business
-
Upload
andy-hadfield -
Category
Business
-
view
2.388 -
download
0
description
Transcript of Online Reputation Management - 10 considerations for business
![Page 1: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/1.jpg)
Online Reputa,on Management
![Page 2: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/2.jpg)
The first rule of ORM is…
![Page 3: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/3.jpg)
Don’t be a wanker.
![Page 4: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/4.jpg)
Because you can…
![Page 5: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/5.jpg)
Never underes-mate the power of stupid people in large groups.
![Page 6: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/6.jpg)
ORM gives you 3 op;ons
Listen and learn Engage and respond Ignore and be happy
![Page 7: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/7.jpg)
Imagine you’re giving a talk…
![Page 8: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/8.jpg)
Imagine you’re giving a talk… (and you can here people’s thoughts)
![Page 9: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/9.jpg)
We’re here to share 10 things you should take into considera-on when
shaping your ORM strategy.
![Page 10: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/10.jpg)
#1 Always listen.
![Page 11: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/11.jpg)
Tools that should be on your radar:
LOCAL: BrandsEye, SaidWot INTERNATIONAL: Radian6, Sysomos
![Page 12: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/12.jpg)
Whatever the tool… here are a couple of things to look out for:
![Page 13: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/13.jpg)
Make sure it scans the en@re internet.
![Page 14: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/14.jpg)
Make sure it can split nega;ve, posi;ve and neutral sen;ment
(accurately if it automates things)
![Page 15: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/15.jpg)
Make sure it can iden;fy influencers
![Page 16: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/16.jpg)
Make sure it has workflow
![Page 17: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/17.jpg)
Make sure it has repor@ng
(specifically reputa;on trends over ;me)
![Page 18: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/18.jpg)
Make sure it has a PR Rand value measurement
(you’ll probably ignore over ;me, but it provides essen-al ammo for
selling this in your business)
![Page 19: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/19.jpg)
#2 Know what you have
control over.
![Page 20: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/20.jpg)
OR / M
![Page 21: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/21.jpg)
![Page 22: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/22.jpg)
#3 Recognise your circles of
influence.
![Page 23: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/23.jpg)
Circle of Influence
![Page 24: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/24.jpg)
#4 Your Google CV
![Page 25: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/25.jpg)
It’s not always what they’re saying right now…
But what they said – that ranks on search engines.
![Page 26: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/26.jpg)
A Google dips-ck for the keywords:
FNB +Online
![Page 27: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/27.jpg)
The rules:
Measure themes of posi-ve and nega-ve men-ons on ALL Google
search categories, at least 2 pages of results deep.
![Page 28: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/28.jpg)
The test:
What do you think?
![Page 29: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/29.jpg)
:)
![Page 30: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/30.jpg)
:(
![Page 31: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/31.jpg)
Don PackeN. Comedian. MC. Reputa,on a6acker.
hTp://www.joblog.co.za/2005/12/lawyers_are_wan
![Page 32: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/32.jpg)
#5 Don’t always poke the
bear.
![Page 33: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/33.jpg)
![Page 34: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/34.jpg)
Sidebar!
![Page 35: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/35.jpg)
![Page 36: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/36.jpg)
![Page 37: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/37.jpg)
Back to topic >
Social media can drive the wrong kind of behaviour.
![Page 38: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/38.jpg)
![Page 39: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/39.jpg)
#6 Some people just don’t
care.
![Page 40: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/40.jpg)
High barriers to change means a nega,ve online reputa,on has less impact on customers.
![Page 41: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/41.jpg)
#7 Some;mes bad PR is
good PR.
![Page 42: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/42.jpg)
Whites Only
![Page 43: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/43.jpg)
Black Editors Only
![Page 44: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/44.jpg)
![Page 45: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/45.jpg)
#8 ORM Rand value is
subjec;ve.
![Page 46: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/46.jpg)
Let’s talk about a liBle guy with a BIG voice…
![Page 47: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/47.jpg)
![Page 48: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/48.jpg)
![Page 49: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/49.jpg)
![Page 50: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/50.jpg)
![Page 51: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/51.jpg)
![Page 52: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/52.jpg)
48 hours around the “Malema in Zimbabwe” incident.
BrandsEye found that Julius Malema had achieved an AVE of R287,878 with around 450 men@ons. This is the equivalent of running around 10 full-‐page
adver@sements in leading magazines.
hTp://www.thedailymaverick.co.za/ar;cle/2010-‐04-‐20-‐analysis-‐julius-‐malema-‐and-‐the-‐adver;sing-‐value-‐of-‐being-‐hated-‐by-‐the-‐media
![Page 53: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/53.jpg)
At the end of the day, he can always flip the switch and say…
![Page 54: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/54.jpg)
![Page 55: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/55.jpg)
#9 Watch the trends.
![Page 56: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/56.jpg)
![Page 57: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/57.jpg)
#10 Build an Engagement
Hub.
![Page 58: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/58.jpg)
![Page 59: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/59.jpg)
And always remember….
![Page 60: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/60.jpg)
It’s perfectly valid for a business to state they don’t want to be involved in social media –
and take steps to back that up.
It’s not OK for a business to ignore social media and hope it will return the favour.
![Page 61: Online Reputation Management - 10 considerations for business](https://reader034.fdocuments.in/reader034/viewer/2022042814/554bb1b5b4c905b3618b59fd/html5/thumbnails/61.jpg)
Andy Hadfield www.andyhadfield.com
www.twiTer.com/andyhadfield
Craig Rodney
www.emergingmedia.co.za
www.twiTer.com/craigrodney