intranets and webs tm4y orm presentation

© Tailormade4you 2009 http://www.tm4y.co.za

Tailormade4you Presents:

ORM – Online Reputation

Management


• Introduction• Online Reputation Management definition• ORM approaches – reactive and proactive• Monitoring tools and methods• Manage your online assets• Own the search engines

Agenda


Who Is TM4Y

• Tailormade4you – web design andonline marketing for 4 years

• Web design using Joomla and Wordpress• SEO – focusing on natural Google results• Christine Anderssen – over 20 years of

corporate IT experience• MCom MIS at WITS


ORM - Definition

What do these people have in common?


ORM - Definition

• Tarnished Reputation• Previously news was formally

managed through formal media channels

• Today…

Also called “Consumer Generated Media” (CGM) or “Consumer Generated Content” (CGC)


ORM - Definition

• Over 100 million blogs• Social media sites• Gave rise to the concept of the

‘citizen journalist’


ORM-Definition

• It is easy for disgruntled employees to write bad things about your company

• It is easy for employers to look up your facebook page

• What does your online reputation say about you or your company?


ORM = Online Reputation Management

The combination of Marketing, PR and Search Engine Marketing to

increase your overall positive web presence.


ORM approach

Monitor

Analyze

Influence/Repair

These strategies can either be executed REACTIVELY or

PROACTIVELY!

These strategies can either be executed REACTIVELY or

PROACTIVELY!


Monitor – What and Where

• What to monitor:– Your company name– Products and services (e.g. brand names)– Executives and spokespeople– Industry trends– Competitors

• Where to monitor:– Cast a wide net to catch any mentions– Centers of influence (e.g. forums or blogs,

specific sites)– Communities (e.g. Facebook, Myspace etc)– Search engine result pages (SERPS)


Analyse

• Analyse the results of your monitoringefforts and/or the search engine result space

• For each of the results, evaluate:– What type of site– Value of the site – Sentiment (positive/negative/neutral)


Outcome of the Analysis

• Few results: No one is talking, you have few mentions in the first results in the Search Engines

• Indifferent results: Your company (or you) are mentioned in the first couple of results on the search engines, but the comments are indifferent/neutral

• Negative results: Most of the results in the search engines and online conversations are negative!


Action to be taken - Influence

• Influence : Proactive approach – to be taken for ‘indifferent’ or ‘few’ results.

Strategy: Own the search engines

before they own you!


Action to be taken – Repair

• Repair : Reactive approach – to be taken for ‘negative’ results.

• Will be more expensive than Proactive approach, more damage control to be done!


Action to be taken – Repair (cont)

Strategies: 1. Move the negative results down into the SERPS (off to

page 3 or 4)2. Engage and address

negative comments/criticism


Some detailed ORM strategies


Monitoring Tools And Methods

Option 1: Use one of the commercial ORM tools available on the market.

Examples: Trackur, Techrigy, Brandseye, Brandwatch, Brandmonitor.

Pro’s: • These tools monitor a wide range of sources (e.g.

blogs, forums, social media, other websites)• Updates are normally every couple of hours• The tools all provide some form of ‘sentiment’

analysisCon’s: • Some of them are complex to set up and learn how

to use and might be an overkill for certain situations


Monitoring Tools and Methods

Option 2: Use free tools and utilities Examples:

• Set up RSS feeds from Google News, Google Alerts, Technorati.com, Yahoo news, Forums, News Groups etc

• Track changes on web pages via tools such as Copernic Tracker, Website Watcher and WatchThatPage.com

Pro’s: • Tools are free to use (or have a free trial)Con’s: • Sentiment analysis and value analysis (i.e. how

influential is the particular blog or site that the reference is on) must be done by hand – can be time consuming

• Too much information to be processed


Manage your online assets

• There are more sites that you have control over than you might think. These can be used to dominate search engines rankings.

• Examples : Your own corporate sites, blog sites, Micro sites, partner sites, social networking sites, Corporate Communications (press releases, articles)


How to leverage your online assets

• Register profiles across all social networking sites (Myspace, Facebook, Naymz, LinkedIn, Twitter, Plaxo)

• Register all variants of Corporate name or Brand names, even negative ones (e.g. companynamesucks.com)

• Start interacting on blogs and forums• Start creating more online corporate

communications eg. Online press releases and articles


Own the search engines

• Google is the ultimate reputation engine!

• Make sure your corporate site is at the top of the search engines for:– Company name– All brand names– All keywords associated with your

products and services

NB! You will need to use a good SEO company for this!

NB! You will need to use a good SEO company for this!


Conclusion

• Online Reputation Management helps with:– Presenting a good image of your company– Building your brand online– Building trust with your potential and existing

customers– Gaining new customers through the power of

the Internet

• Can you really afford to be without it?

intranets and webs tm4y orm presentation

Business

online marketing

online assets

search engines google

corporate sites

online conversations

couple of results

search engines agenda

search engines rankings