ePR & Reputation Management
description
Transcript of ePR & Reputation Management
Online Reputation
Management via ePR
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
Management via ePR
What is Online Reputation Management?
Online Reputation Management or ORM is ensuring you achieve and maintain
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
A positive reputation through the careful management of online information
Pertaining to your brand.
So what does that mean?
Google should present your Company & Brand Results
1.Updated2.Clean 3.Diverse
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
3.Diverse 4.Across Multiple Channels
EGO SEARCH
“ Public relations is the practice of managing the flow of information between an organisation and its publics.”
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
Wikipedia
How is ePR different?
You have less control…
… over FAR MORE channels
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
… over FAR MORE channels
•Blogs•Forums•Social networks•Social bookmarks•Email
Tools that dominate ORM
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
•Email•SMS •Twitter
THE BLOG POWER
Well over 120 million blogs
Still over 200 000 new ones created daily
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
Still over 200 000 new ones created daily
People are talking…
Why are blogs important?
They dominate search results
They are the voice of your brand perception
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
They are the voice of your brand perception
So consumers have a voice like never before!
So, how do we tame this wild beast?
We don’t!
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
We don’t!
Listen | THINK | Engage
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
Listen | THINK | Engage
Wikipedia: reputation is the general opinion, or more technically, a social evaluation, of the public toward a person, a group of people, or an organization.
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
people, or an organization.
How is online reputation different?
It spreads faster...
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
… and the evidence lasts longer
DIGIQOM Centre of Excellence
WHAT TO TRACK
as much as possible
company namesbrand names
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
employee namesevents
Data stored for each mention:
MEASURE ONLINE REPUTATION
Page Level Data•URL
•Page title
•Author
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
•Author
•Date published
•Date picked up
•PageRank
Mention data•State (relevant/irrelevant/duplicate/spam)
•Media Origin (Press/Enterprise/Consumer/Directory
•Language
•Credibility (0 to 9; unknown to authoritative)
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
•Credibility (0 to 9; unknown to authoritative)
•Sentiment (-5 to 5, emergency to celebration, no zero)
•Number of phrase matches
•Is the mention linked to your website: Y/N
Trigger custom notifications based on mention status
High severity: trigger an SMS to the CEO
Low severity: trigger an email to the contact centre
SHARE YOUR ONLINE REPUTATION STATUS
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
High positive: trigger email to marketing/PR > testimonials!
Low positive: trigger an email to SEO team > link building!
REPORTING
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
So far,
WE TRACK
WE MEASURE
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
WE MEASURE
NOW LET’S MANAGE IT!
TOOLS WE CAN USE
Firstly have a BLOG– it gives you a voice when you need one
Blogging is NOT difficult if you are an open organisation
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
Blogging is NOT difficult if you are an open organisation
Create a blogging culture and the rest will take care of itself
Then there is the traditional press release
But online it needs to be tweaked
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
The press release has evolved…
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
And make sure its been optimised for search engines
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
engines
Get it indexed on your site first!
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
And with social media, comes multimedia
Use images, audio and video only where they are relevant and add value to the message
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
You can submit it to specific journalists and bloggers
User Generated
OnlineNews Media
Newswires Social Networking
Sites
SEO
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence
News Media SEO
RSS and XML
Tagging
E-Marketing
DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence