ORM presentation - Jannie Vermeulen

the mouse that roared online Reputation Management

Conference (ORM)

Date: Wednesday, 21th October 2011 Time: 08H00 For 08H30 - 14H00 Venue: Radisson Blu Hotel, Sandton, Johannesburg Further details: http://www.accelerationmedia.co.za/orm-conference

http://www.accelerationmedia.co.za/orm-conference



Jannie Vermeulen www.count2five.co.za

082 417 4446 za.linkedin.com/in/winsurfer

@winsurfer

disclaimer The views and opinions expressed in this

presentation are those of the author and do not necessarily represent any official policy or position + statistics are generalised for the presentation.

10/10/2011 3 copyright count2five newmedia

‘simple’ Ad


“when does orm (without the r) become an invasion of privacy”

Help! A Web Ad Is Stalking Me The creep factor

ORM vs. OM vs. digital stalker Social Media ≠ ORM

Apply for you “ORM” card today and sell, sell, sell

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 on search engine results pages to decrease their visibility.


Electrons flow from the negative terminal to

the positive terminal

Lets agree from the start .. ORM is monitoring mentions to manage the negative with the

purpose to get a positive result

Sounds like lip service to me Control how you look on the internet ..really!?

sorry 4 u ..

have some bad news!

a countervailing service is emerging which

exposes reputation information suppressed

by brands!

googling and telling me mashable said so!

your company confidential information will find its way online

pinky swear


stop broadcasting.. start talking

if its not legal it's not cricket

Why the good people “really” gave us ORM

Sell! Sell! - Hello there!

Have you ever been followed around the Web for months by ads for a product that you

considered (but decided against) buying from an online

people talk


sogood


“hello world”


$10M Suit Alleges Toyota Stalked Woman .. claiming intentional

infliction of emotional distress, deceptive trade practices, and

other offenses.

the I love I hate phase is over

• “I did a search for .. lotion and now there is an ad on many of the sites I visit. After a few days I realized that the ad was the result of my searches and felt violated. I have decided to purchase a product from a competitor that is not stalking me.”

• “If I wander into a store to browse, rather lost in thought, I don’t want a salesperson breathing down my neck.. Hard sellers, whether human or virtual, make me want to flee the scene.”

• Remarketing technology is akin to an extremely annoying child who keeps repeating the same thing. Over and Over and Over and Over …. I experienced that with Zappos and the adds got so annoying that I added Zappos to the blocked sites on my Anti Virus software.

• I bought a computer earlier this year and did online research and ads for the company STILL show up. I so would sign up for a “do not target” list but perhaps these marketers would ignore this list just like the ones still calling my home.

• Same thing happened to me. The ad kept coming up for a particular store, it was very creepy. I wound up getting the item several weeks later but I made sure to ..not buy from the annoying store. When I’m reading the paper online I don’t want to be bombarded with random items I may have recently been researching. So when it happens I make a note not to do business with the company that’s involved in the onslaught.


“You’re spending your money in all the wrong places.”

David.C.Edelman – coleader of McKinsey’s Global Digital Marketing Strategy.

“People are going to shop with companies they think

really care”.” Brian.J. Dunn – Best Buy CEO

“The social web makes it urgent that companies get

the basics right” Patrick Barwise, Marketing Professor – London Business School

you can’t hide anymore

• Offer and communicate a clear, relevant customer promise!

• Build trust by delivering on that promise!

• Drive market share by continually improving on that promise!

• Gain an edge by innovating in your market


think first, do first


retargeting or remarketing show consumers the right ad at the

right time.

the recipe for success is simple .. sorry I mean simply!

connect consumers to

ALL the information they WANT

connect marketers to

ALL/SPECIFIC customers WHO WANT STUFF

The changes buffeting marketers in the digital era are not incremental—they are fundamental. Consumers’ perception of a brand during the decision journey has always been important, but the phenomenal

reach, speed, and interactivity of digital touch points makes close attention to the brand experience essential—

and requires an executive-level steward.

ORM presentation - Jannie Vermeulen

Business

Transcript of ORM presentation - Jannie Vermeulen