Online Reputation Management - 10 considerations for business
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Online Reputa,on Management
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Online Reputation Management is a fairly new industry. PR isn't. In this presentation, originally given by Andy Hadfield and Craig Rodney at the Johannesburg Heavy Chefs Session - we take you through some practical advice on how to approach ORM as a business.
Transcript of Online Reputation Management - 10 considerations for business
Online Reputa,on Management
The first rule of ORM is…
Don’t be a wanker.
Because you can…
Never underes-mate the power of stupid people in large groups.
ORM gives you 3 op;ons
Listen and learn Engage and respond Ignore and be happy
Imagine you’re giving a talk…
Imagine you’re giving a talk… (and you can here people’s thoughts)
We’re here to share 10 things you should take into considera-on when
shaping your ORM strategy.
#1 Always listen.
Tools that should be on your radar:
LOCAL: BrandsEye, SaidWot INTERNATIONAL: Radian6, Sysomos
Whatever the tool… here are a couple of things to look out for:
Make sure it scans the en@re internet.
Make sure it can split nega;ve, posi;ve and neutral sen;ment
(accurately if it automates things)
Make sure it can iden;fy influencers
Make sure it has workflow
Make sure it has repor@ng
(specifically reputa;on trends over ;me)
Make sure it has a PR Rand value measurement
(you’ll probably ignore over ;me, but it provides essen-al ammo for
selling this in your business)
#2 Know what you have
control over.
OR / M
#3 Recognise your circles of
influence.
Circle of Influence
#4 Your Google CV
It’s not always what they’re saying right now…
But what they said – that ranks on search engines.
A Google dips-ck for the keywords:
FNB +Online
The rules:
Measure themes of posi-ve and nega-ve men-ons on ALL Google
search categories, at least 2 pages of results deep.
The test:
What do you think?
:)
:(
Don PackeN. Comedian. MC. Reputa,on a6acker.
hTp://www.joblog.co.za/2005/12/lawyers_are_wan
#5 Don’t always poke the
bear.
Sidebar!
Back to topic >
Social media can drive the wrong kind of behaviour.
#6 Some people just don’t
care.
High barriers to change means a nega,ve online reputa,on has less impact on customers.
#7 Some;mes bad PR is
good PR.
Whites Only
Black Editors Only
#8 ORM Rand value is
subjec;ve.
Let’s talk about a liBle guy with a BIG voice…
48 hours around the “Malema in Zimbabwe” incident.
BrandsEye found that Julius Malema had achieved an AVE of R287,878 with around 450 men@ons. This is the equivalent of running around 10 full-‐page
adver@sements in leading magazines.
hTp://www.thedailymaverick.co.za/ar;cle/2010-‐04-‐20-‐analysis-‐julius-‐malema-‐and-‐the-‐adver;sing-‐value-‐of-‐being-‐hated-‐by-‐the-‐media
At the end of the day, he can always flip the switch and say…
#9 Watch the trends.
#10 Build an Engagement
Hub.
And always remember….
It’s perfectly valid for a business to state they don’t want to be involved in social media –
and take steps to back that up.
It’s not OK for a business to ignore social media and hope it will return the favour.
Andy Hadfield www.andyhadfield.com
www.twiTer.com/andyhadfield
Craig Rodney
www.emergingmedia.co.za
www.twiTer.com/craigrodney
