ORM - Manage Your Company Online reputation & Digital Marketing Strategies
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Transcript of ORM - Manage Your Company Online reputation & Digital Marketing Strategies
©Arjun Singh
WHAT YOU WILL LEARN ?
Digital marketing concepts
ORM guidelines & framework
Different threats from online activity
Key Social Media Metrics
How to monitor Online retail channels
How to monitor online blogs
How you can use online tools to help you manage Online Reputation for your company
©Arjun Singh
Goals
The goal of Online Reputation Management is to promote and
emphasise a credible, positive brand representation across the entire
Internet & make Swipe the number 1 Indian Brand across top online
marketing channels
Objectives
1) Strengthening and promoting your positive online image
2) Defending your brand from deceitful activities and persons /
firms online
3) Downplaying or removing negative listings / Reviews/ images
online
OutcomesA positive reputation
Knowing that your business sells quality products and services
Conveying the intended message to your target audience without obstacles
Assisting in developing the emotional bond of your brand
Assisting brand allegiance by providing only positive listings
Assisting lead conversion (new and repeat business)
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
©Arjun Singh
How
1. Identify your reputations
2. Quantify your audience
3. Understand goals
1. Company name
2. Name of High profile Individuals
at the company
1. Customers2. Business
Partners3. Bloggers,
Journalists & influencers
Monitoring Tools
1. Set up Google alerts
2. Melt water News
3. Dashboard for all social media
channels
Monitoring tools like Social mention &
Disques
Dashboard software like Hoot
suite
What
1. Brand NameKeywords
2. Key people In ORG
3. Products of ORG
FacebookTwitter
You tubeSlide-share
Master Blog ListAll retail Channels
All Major Newspapers
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
©Arjun Singh
Where 1. Centres of Influence2. Online Retail Channels
1. Social media Sites2. Forums/message
boards/Online communities
3. Review Sites4. Blogs and other major
Publications
When
“Online reputation issues can arise anytime, so a consistent & continual
approach to monitoring is key”
1. Build online presence before the storm
2. Get a foothold in your centers of influence
3. Be congruent with your branding & Messaging
4. Give stakeholders a place to vent & receive
help5. Crowd out negative
voices
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
©Arjun Singh
Websites
Blogs & Tech Forums
Profiles & directories
Social Media
Pre existing web pages
3rd party websites
Google auto-complete
Wikipedia
360 Approach
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
©Arjun Singh
Facebook account
Twitter account
YouTube Channel
Company blogs
Company Data (Internal)
3rd party mentions
Online portals Flipkart etc.
Directories
Website
Slide share
Google +
Webmail
Newsletter
Digital Assets
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
©Arjun Singh
•Consumer revolt and use social media tools (Twitter, Blogs, YouTube) to tell their story, the brand doesn’t flinch, and there is no mainstream media coverage
•Examples: A weekly, if not a daily occurrence.type 1
•The backlash extends beyond just social media tools (Twitter, blogs, YouTube), the brand makes changes based on consumer feedback, and coverage extends to mainstream media and press.
•Examples: Louis Vuitton brand jacked, Exxon Mobile’s Twitter experience.type 2
•Consumers use social media tools to spread backlash and there is considerable mentions from mainstream press. the backlash is more severe resulting in significant changes from the brand (hiring, firing, processes, policies or new teams put in place).
•Examples: Dell Hell, Comcast Cares, Kryptonite Locks, Wholefoods CEO.
type 3
•Number three plus short term financial impacts to the brand resulting in reduction of sales, revenue, increased costs, or impact to stock price less than 30 days. Examples: Apple Stock temporarily sinks from blog rumors.type 4
•Number three plus brand backlash from social media tools resulting in long term financial impacts to the brand including reduction in sales, revenue, increased costs, and most importantly, stock price lasting over 30 days. In the most extreme cases, it causes closure of the business or bankruptcy.
type 5
Alert Types
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
©Arjun Singh
Your Digital wall
• The first 2 or 3 pages of results showing up after people type your personal / brand / product name is what really makes the difference.
• Brand website should look professional
• Improve clients’ reputation and business, mostly via proactive reputation strategies & Page Rank & SEO
• How: Metrics1. Page rank2. No. of Brand Assets on Page 1 w.r.t Primary Keyword
Online reviews
& comments
• The influence of user-generated content is enormous
• What people say about your products and services might end up being the #1 deciding factor for potential clients.
• The goal is not to silence the critics, but rather make sure no illegal/incorrect information is posted online, and allowing the business to get feedback / start conversations more proactively.
• How: Metrics1. Net user engagement (Answered – Unanswered questions)2. Question response time & Question response rate3. Online reviews: No of reviews & Rating4. + Sentiment, - Sentiment, N Sentiment
ORM: What you should do?
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
©Arjun Singh
Social Media Activity
• Reputation management is all about 3 factors:1. TMS your audience2. Quality: are your fans really engaged?3. Social media management: the impression you make by is by the way you share, comment and respond?
• How: Metrics1. Net user engagement (Answered – Unanswered questions)2. Question response time & Question response rate3. Engagement Rates
Google Autocomplete
• Important especially when negative associations arise
• It’s possible to have autocomplete suggestions removed directly via search engine optimization and promotional activities
• How: Metrics1. Page rank 2. Keyword Strength
Social Bookmarking
• Yelp, Wikipedia, Pinterest, Stumble upon, Delicious, Scoop it
• Facebook, YouTube ,LinkedIn, twitter & Instagram
• Slide share, Yahoo answers
• Tools like Crunch base, Technorati, Vimeo, Scibd, Hubspots
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
©Arjun Singh
This sheet records the key metrics related to total ORM solutions.1. Any query/comment on any Internal/External channel of SWIPE (blogs,FB,retail portals, twitter etc.) will be logged here. 2. The main purpose of this is to make sure all metrics surrounding ORM are adhered to and the user will also get an automated ideal response consideration after inputting all relevant fields
https://www.dropbox.com/s/cg0v9bxyyk1vmu1/ORM%20Response%20metric.xlsx
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
ORM Response sheet
©Arjun Singh
Metrics Description
Date Date when the query was registered
Query time Time at which query/comment/article is posted (User does it manually)
Response Time at which response was made (Automatic field)
In-charge Enter name of the person INCHARGE
Channel Specify which channel you working on: shows a list, select appropriate
Platform Drop down list: gives a list of all blogs featuring SWIPE
Alert type Select appropriate from drop down list : refer next slide
Query Log the original query made by reviewer/comment etc.
Query type Select appropriate from drop down list: refer to next slide
Grade description Select appropriate description for the type of query/remark/comment
Degree of influence Pops up automatically relevant degree based on “Platform” Input. (For FB & Twitter enter manual; refer next slide)
Monitor Frequency Pops up automatically: tells you the number of times you need to monitor a story
No of queries Automatically calculates total queries made in a month
No of responses Automatically calculates total Responses made in a month
Response time Automatically calculates your response time for a query/comment/article story
Total response time Gives total response time in a month
Ideal response consideration Calculates your Ideal response consideration based on Channel type, alert type, grade & Degree of influence
Actual User response Log in your actual response based on the response consideration
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
ORM Response sheet
©Arjun Singh
Grade Sentiment
2Social media Bashing and Sattire remarks
3Misguided (Erroneous facts about brand)
4Unhappy (Negative exp. with the brand)
5Neutral (Technical Queris about brand/Product)
6Positive
Facebook Friends Degree of influence
0-50 0
50-200 1
200-300 2
300-500 3
500-1000 4
1000+ 5
ORM Response Metrics
Query type Description
Technical Related to Technical queries
Brand/Product Related to Brand /product
Sales Related to sales
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types Resources/Tools
Master List/ Blogs
Online Retail
©Arjun Singh
1.This is the List featuring all tech blogs with your company’s mentions (Articles, new product launches, user reviews etc.)2.Blogs list is sorted according to : Alexa India rank
Master Publications list
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
©Arjun Singh
1. All the top TECH blogs from India are being constantly monitored for any new product launches.2. Each new blog post is added and the comments also monitored to ensure no negative seeding is left unanswered.3. Overall develop a POSITIVE SENTIMENT around SWIPE on the WEB
ONLINE BLOGS MONITOR
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
©Arjun Singh
Retail Sales ORM Check
1. Master sheet to monitor all the products selling on various online retail portals like FLIPKART, SNAPDEAL etc.
2. IT will capture reviews, ratings and any comments made by consumers or the retail portal itself
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
©Arjun Singh
RESOURCES
• http://sloanreview.mit.edu/article/the-science-of-managing-black-swans/?utm_source=WhatCounts+Publicaster+Edition&utm_medium=email&utm_campaign=DA+Enews+Feb+25+2014&utm_content=Read+more+
• http://lorirtaylor.com/how-to-avoid-social-media-wars-of-words/
• http://www.technorati.com/social-media/article/case-study-pay-after-it-works/
• http://outspokenmedia.com/guides/orm-guide/
• http://www.slideshare.net/MarcieWolf1/3-monitoronlinereputation?qid=4069a5a2-e1b2-4af3-8a6f-e470fde8a73e&v=qf1&b=&from_search=2
• http://www.searchenginejournal.com/beginners-guide-understanding-proactive-reputation-management/79345/
• https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&ved=0CEIQFjAD&url=http%3A%2F%2Fwww.slideshare.net%2Fsocialtech%2F67-tools-for-online-reputation-management-4912460&ei=1N1IU5GEIYKLrQf9yYCoDw&usg=AFQjCNHEPAZyZ6YwovWpTU1_KUL4UR_AWQ&sig2=3OOgZzbM5eLMmPLLs9-7qQ&bvm=bv.64542518,d.bmk&cad=rja
• http://www.slideshare.net/searchmojo/search-mojo-orminfographic
• http://www.sanguinesolutions.com/
• http://prudencesoftware.com/
• www.Trackur.com
• http://webtrends.about.com/od/socialbookmarking101/p/aboutsocialtags.htm
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
©Arjun Singh
CASE STUDIES
• http://www.web-strategist.com/blog/2008/05/02/a-chonology-of-brands-that-got-punkd-by-social-media/
• http://www.crimsonhexagon.com/PDFs/why-social-media-may-hold-the-key-to-your-next-successful-brand-extension.pdf
• http://www.crimsonhexagon.com/wp-content/uploads/2014/03/build-campaigns-that-appeal-to-specific-customers.pdf
• http://www.customerserviceguru.co.uk/articles/wonga-example-deal-criticism-social-media/
Goals/ObjectivesORM (Response sheet/ Ninjas)
ORM Guidelines360 Approach &
Digital AssetsAlert Types
Master List/ Blogs
Online Retail Resources/Tools
©Arjun Singh
THANK YOUBY ARJUN SINGH (SIMS)