online reputation management

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© 2008 Critical Mass, Inc. All Rights Reserved Online Reputation Management By Antonio Silano 16th March 2009

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Page 1: Online Reputation Management

© 2008 Critical Mass, Inc. All Rights Reserved

Online Reputation ManagementBy Antonio Silano

16th March 2009

Page 2: Online Reputation Management

2© 2008 Critical Mass, Inc. All Rights Reserved

Contents

1. Introduction

2. Delving Deeper: What is Trust?

3. A focus on Online Reputation Management

4. ORM in Action

Online reputation management

Page 3: Online Reputation Management

3© 2008 Critical Mass, Inc. All Rights Reserved

Online reputation management

IntroductionThrough our research, we have identified 5 key pillars that we believe connect

brand experience to eCommerce:

- Experience

- Value

- Simplicity

- Inspiration

- Trust

This presentation focuses on Trust

Page 4: Online Reputation Management

4© 2008 Critical Mass, Inc. All Rights Reserved

Delving deeper: What is Trust?

Page 5: Online Reputation Management

5© 2008 Critical Mass, Inc. All Rights Reserved

Trust

What do we mean by ‘Trust’?

• Belief in your product and brand message; people want to know you mean what you say

• Reliability – Your brand must consistently deliver a high measure of quality

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6© 2008 Critical Mass, Inc. All Rights Reserved

Trust

How do you get it?

• Deliver on your promises and manage your reputation in an effective manner - ORM

• Practice what you preach – you must show tangible results of the service you offer

• By realising nothing escapes attention anymore; the truth will always out!

• Listen and act according to your users’ needs –neglect does not serve to instill trust

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7© 2008 Critical Mass, Inc. All Rights Reserved

Trust

What does it mean for your brand?

• It makes sure you retain a positive reputation on a global basis, not just locally

• Trust is a precious commodity, moreso given the growth of social media and WOM

• One bad word, if mismanaged, can lead to disaster: ‘Trust’ - via ORM – controls this

• Immortalization – once a record of an incident exists, it does so forever. People forget; search engines do not. Employing specific techniques to effectively manage these records is crucial to maintaining trust.

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8© 2008 Critical Mass, Inc. All Rights Reserved

A Focus on Online Reputation Management - ORM

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9© 2008 Critical Mass, Inc. All Rights Reserved

ORM

What is Online Reputation Management?

• Online Reputation Management or ORM is ensuring you achieve and

maintain a positive reputation through the careful management of online

information pertaining to your brand.

Page 10: Online Reputation Management

10© 2008 Critical Mass, Inc. All Rights Reserved

ORM

What does it require?

• Careful management of content you create that is related to your brand

• Consideration and awareness of 3rd parties’ comments related to your brand

• Permitting interplay of these aspects whilst monitoring public reaction to your brand

• Avoid being seen influencing online reputation through censorship or ‘cyber-bullying’

• Tact and intelligence dealing with negativity

• Analytics – track keywords and tagging applied to your brand, and act upon them

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11© 2008 Critical Mass, Inc. All Rights Reserved

ORM

What can it achieve for your brand?

• SEO – very few people go beyond the first page of results using a given

search engine; successful ORM ensures that what they see is entirely

positive in tone

• A positive, trustworthy reputation

• Consumer confidence and, hopefully, an increase in sales

Page 12: Online Reputation Management

12© 2008 Critical Mass, Inc. All Rights Reserved

ORM in Action: The Good, the Bad and the (potentially) Ugly

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13© 2008 Critical Mass, Inc. All Rights Reserved

The Good

When Bond no 9 launched the Brooklyn

fragrance in the form of a graffiti-scrawled

bottle, objections concerning wrongful

stereotyping of Brooklyn ensued.

Bond no 9 confronted the situation head-on,

announcing a competition on their website

that invited users to submit their own design

for the Brooklyn bottle.

The internet buzz surrounding the

competition is extremely positive and has

overwhelmed the initial bout of negativity,

which it is now difficult to find.

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14© 2008 Critical Mass, Inc. All Rights Reserved

The Good

When a woman complained of finding a

finger in her chili at Wendy’s fast food

restaurant, they offered an award for

information.

Using the internet to communicate their

course of action, Wendy’s rightly sought the

most efficient way in which to tackle their

reputation damage.

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15© 2008 Critical Mass, Inc. All Rights Reserved

The Good

Barack Obama’s campaign heralded a new

era in government communication by

embarking on web 2.0 to extend his public

reach.

By making social networks such a central

focus in his communication, Obama was

validating devices integral to the daily

workings of American life.

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16© 2008 Critical Mass, Inc. All Rights Reserved

The Bad

The BBC failed to act quickly enough to

avoid damage during the Andrew Sachs

scandal.

This point is particularly relevant to the radio

broadcast in question: Initially it received

only 2 complaints. 30,000 were eventually

incurred after it was posted online.

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17© 2008 Critical Mass, Inc. All Rights Reserved

The Ugly?

The case has attracted widespread attention, especially online. The chef’s

celebrity has only helped intensify the scrutiny. Concerns and media coverage are ongoing.

So, given what we have gleaned about ORM – if we were dealing with The Fat Duck, how would we proceed in order to ensure its reputation as one of the finest dining establishments on the planet?

Celebrity Chef Heston Blumenthal’s Michelin starred restaurant, The Fat Duck, in Berkshire has just reopened after finding itself at the centre of a food-poisoning scare.

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18© 2008 Critical Mass, Inc. All Rights Reserved

The Good

Kate Moss’s image on Google is pretty

clean, despite a well publicised drug scandal

in 2005.

The ORM specialists she employed have

clearly succeeded as, when searching her

name, this infamous incident isn’t mentioned

until halfway down the third page.

Page 19: Online Reputation Management

19© 2008 Critical Mass, Inc. All Rights Reserved

For more information on this presentation, the 5 pillars linking brand engagement to eCommerce, or to see what we do at Critical Mass, please feel free to stop by our stand for a chat.

Thank you

Online reputation management