This presentation was used as part of an ours webinar to WSI Clinets in 87 countries. You can view the full recorded webinar here http://wsiinstitute.com/media/ec/ORMRisksAndRewards.html
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Online Reputation Management - 5 Ways To Manage Risk & Reward
1. Online Reputation Management
5 Ways to Manage
Risk & Reward
Rob Thomas Internet Consultant Gloucestershire & South Wales UK
Area Director for Wales & the West of England
ICAC for Ireland, Wales & West of UK
rob.thomas@wsi-emarketing.com
2. Webinar Agenda
Introduction to Online Reputation Management
3 Steps involved in ORM:
Step 1: Monitoring
Step 2: Analysing
Step 3: Influencing
5 Ways to Manage Risk & Reward
Some case studies along the way
Conclusions followed by a Q & A
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3. What is Reputation & ORM?
Reputation = sum of what people think of you:
Its just online everything is amplified!
ORM is the process you need to take charge:
Owned (take control)
Bought (if appropriate)
Earned (influenced)
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4. What are the 3 steps?
Step 1: Monitor
Step 2: Analyse
Step 3: Influence
So where do you start?
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5. Why do you need to monitor?
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6. What tools can you use?
Download the white
paper there are:
Lots of useful links
Most have free trials
Test and choose
We use Sprout Social
for our clients
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7. Next you need to Analyse
Review what is already being said
Work out what key messages you might need
Formulate responses to be used by staff
Analyse which web properties have biggest impact
This will start to influence how you
approach step 3
Also look at what is happening to
the competition!
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8. Step 3: Influencing
Well go into more detail in the 5 Ways to.
But its a mixture of:
Creating plenty of regular, relevant,
quality content
Responding quickly and appropriately to
negative feedback & reviews
Thanking and spreading positive feedback
Having processes in place to solicit +feedback (reviews)
Selecting the right technologies through which to engage
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9. 5 Ways to Manage Risk & Reward (ORM)
1. Work out which search terms you want to
influence
2. Set up your monitoring systems to respond
to negative feedback
3. Claim all relevant web properties where
your online reputation can be influenced
4. Have processes in place to solicit positive
feedback (recommendations)
5. Have a content plan in place
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10. Steps 1 & 2
1. Analyse the search terms people will use:
Check out what you find on all relevant engines
Facebook, LinkedIn etc., as well as Google!
2. Set-up your monitoring systems:
So you can not only respond quickly
But monitor progress towards
positive domination
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11. Step 3: Claim web properties
Claim and validate your listing:
Social Media
Google+ Local (if have physical address)
Industry related sites (e.g. hospitality Trip Adviser)
So|Lo|Mo sites too like Foursquare
So a lot of work is required to keep at the top
Google+ Local for instance needs citation match
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12. Google + Local (Reputation Management)
http://wsiuk.so/Nkvb5g
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13. Step 4: Process to solicit positive reviews
They dont happen by accident
Good news is most people are nice!
Where you can instant feedback is good
If not have follow-up processes tight
Do it yourself or if too busy, outsource
This is too important to ignore!
Make sure the search engines get the info!
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14. Case Study: Space Centre Self Storage
Claimed all 3 Google Places
3rd party calls to solicit
reviews
Email sent with instructions
50%+ do update Google
45% better than email!
However, get 100% onto
Google Organic results using
the LouderVoice Process
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15. Case Study: Space Centre Self Storage
Places started migration
to Google+ Local listing
However, customers can
also leave reviews.
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16. Case Study: Space Centre Self Storage
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17. LouderVoice Want more info?
LouderVoice example:
On our own website
How it looks on Facebook
Our reviews on Google
To find out more contact your
local WSI IC
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18. Step 5: Have a Content Plan!
14% of people believe an advert (owned/bought!)
74% of people believe reviews/recommendations (Earned)
But regular, relevant, quality content is vital to give:
Something to comment on
To like, share, ReTweet all of those viral activities
Content is King it always was and always will be!
If you need help with this talk to your local WSI IC
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19. Conclusion ORM also = Social
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20. Conclusion Recap 5 Steps
1. Work out which search terms you want to
influence
2. Set up your monitoring systems to respond
to negative feedback
3. Claim all relevant web properties where
your online reputation can be influenced
4. Have processes in place to solicit positive
feedback (recommendations)
5. Have a content plan in place
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21. Conclusion
Social has a big impact on effective ORM because:
Blogs deliver regular, relevant, quality content
Facebook, LinkedIn, Twitter etc., allow viral sharing
They provide brilliant feedback loops, however
Having a Social Media Management Plan..
Cant do it all
You need to solicit and manage positive + negative
Feedback & reviews
Do all of that & youve got Online Reputation Management covered!
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22. Thank You
Download the whitepaper now
www.getwsipowered.com
Next Mobile August 28th
Webinar Marketing @ 11am
http://www.bit.ly/WSIwebinar-Mobile
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23. Any Remaining Questions?
Rob Thomas Internet Consultant Gloucestershire & South Wales UK
Area Director for Wales & the West of England
ICAC for Ireland, Wales & West of UK
rob.thomas@wsi-emarketing.com