Online Reputation Management - 5 Ways To Manage Risk & Reward

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

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
2
Copyright 2012 Research and Management. All rights reserved

What is Reputation & ORM?
• Reputation = sum of what people think of you:
– It’s just online everything is amplified!
• ORM is the process you need to take charge:
– Owned (take control)
– Bought (if appropriate)
– Earned (influenced)

3

What are the 3 steps?
• Step 1: Monitor
• Step 2: Analyse
• Step 3: Influence

• So where do you start?

4

Why do you need to monitor?

5

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

6

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!
7

Step 3: Influencing
• We’ll go into more detail in the “ 5 Ways to….”
• But it’s 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
8

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
9

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
10

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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Google + Local (Reputation Management)

http://wsiuk.so/Nkvb5g

12

Step 4: Process to solicit positive reviews

• They don’t 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!
13

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

14

• Places started migration
to Google+ Local listing
• However, customers can
also leave reviews….

15


16

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
17

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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Conclusion – ORM also = Social

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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
20

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…..
– Can’t do it all
• You need to solicit and manage positive + negative
– Feedback & reviews
• Do all of that & you’ve got Online Reputation Management covered!
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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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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

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