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: [email protected] Web: www.saidwot.com
United States:Tel: +00 (1) 704 450 2403Email: [email protected]
saidWot Online Reputation
Management Tool
saidWotORM