What is Online Reputation Management?
• Online Reputation Management is the process of controlling what shows up when someone searches for you or your brand on Google.
• People, celebrities and brands specifically, need to control their online search results because these results frequently contain inaccurate, misleading, or outdated material which can adversely influence how web searchers view them.
• To achieve this, people & brands make use of Online Reputation Management, a practice of making people and businesses look at their best on the Internet.
What is Online Reputation Management (Contd.)?
• Online reputation is your image on the Internet.
• Online Reputation Management means improving or restoring your name or your brands good standing.
• This is done by countering, weakening or eliminating the negative material found on the Internet. Defeating it with more positive material to improve your credibility and customer’s trust in you.
• Posting positive material on more popular websites and platforms.
Why is ORM needed?
Your Reputation is Important
• Unflattering News• Pictures• Negative reviews• Blog Posts• Blog Comments
These can Destroy your Reputation
You cannot afford not to do ORM!
50% of ALL Internet users over the age of 18 have left a review
online
Why is ORM needed? (Contd.)
Why ORM?
71% people used keyword searches to find
information.
92% deemed Online reviews as "extremely" or
"very" helpful.
Online users increase at exponential rates and become
more and more connected with each other
Why is ORM needed? (Contd.)
Social media giants are growing:
• Facebook has over 1.31 billion monthly active users in 2014 ,up from only 640 million in 2012-13.
• LinkedIn has 300 million users, added an average of 6.6 million new users every month in past 12 months.
• Twitter has 255 million monthly active users in 2014.
• Youtube is the third largest search platform in the world after Google and Bing. More than 1 billion users each month.
Celebrity Online Reputation Management
• Being a celebrity means all eyes are on you!
• Not only do celebrities get complete attention from their fans, but are always followed by the media wherever they go, whatever they do.
• Online Celebrity Reputation Management is one tool which ensures that every negative comment is tracked and dealt sternly.
• Today, it has become essential for celebrities to pay attention towards their online reputation because whenever something happens, the news goes viral over the web within minutes.
• The aim of Online Reputation Management (ORM) is to limit negative press and promote positive exposure.
Celebrity SEO Marketing
• Celebrity website Search Engine Optimisation involves improving the official site in terms of content and reputation so that search engines such as Google, rank it highly as a trusted source of information.
• Imagine typing SHAHRUKH KHAN or BRAD PITT into Google and their official website not being the first search result, or even on page one? This would have a negative effect upon their celebrity status.
• Many negative stories and posts are added to the Internet every day in the form of blog posts, press releases, articles and social marketing posts.
• Celebrities who don't control their brand often lose control of their reputation fairly shortly.
Digital Marketing For Politicians
• Politicians have taken up Digital Media for building the right image for themselves.
• We are living in the Internet and Social Media age. If a political movement is savvy enough to connect itself to masses, it might just GO VIRAL and grow from just a few to many thousands.
• Using Digital Marketing can help get a politician’s version of facts out there immediately and help them win over target audience and provide damage control.
Online Reputation for Politicians Three Factors how politicians manage their online reputation:
ORM
MONITORING
PROACTIVE STRATEGIESREACTION
SEO and SMM for Politicians
Why does a politician need SEO and Social Media Marketing today is the question.
• A website with the name of the politician in the domain gets a huge boost over other websites as search engine algorithms highly leverage domain names for keywords.
• Facebook and Twitter pages rank very well. Hence setting up those profiles for a politician is a must.
• Another great way to increase online visibility is to target keywords related to issues.
Creating Brand NaMo• Narendra Modi is neither a marketing guru nor has he formally studied the
Keller's Brand Equity Model; however he has successfully advanced on the brand pyramid starting from creating brand awareness to defining brand purpose to gathering brand response and to building brand advocates.
• He's the undisputed Pied Piper (Politician) of the Indian Social Media.
• In 2007, YouTube was the first social platform that Modi befriended which now has more than 1.6 Lakhs subscribers and 19 Million views.
• His journey on Twitter and Facebook has resulted in 4.98 million followers and 18 million fans respectively till now
• On the occasion of the 118th birth anniversary of Dr. Babasaheb Ambedkar, Narendra Modi started blogging and he also had a personal website by then.
ORM Strategy for Brand NaMo• Main emphasis was laid on creating a Brand Identity in stage one.
• Stage two focused on building the Brand Meaning where performance and imagery were built.
• In the thirst stage of building Brand Response, Modi's focus shifted on helping his audience build judgments and feelings.
• And then Modi's final stage of building Brand Resonance was active campaigning for election.
• Now that Narendra Modi has become the Prime Minister of India, certainly one can say that Social Media has contributed in the making of “Brand NaMo".
Online Reputation Management for Brands
• Brand Reputation = Customer perception of your company as well as its products and services.
• If your brand reputation is bad, no one would want to associate with your company or buy products and services from you.
• The reputation of a Brand can make or break the company.
• Just Google your company or brand name and see what comes up.
• If what you see is unflattering then you have a serious problem at hand because you will lose the majority of prospective customers who prefer to look for you on major search engines.
Case in Point: Toyota
• The year 2010 saw the automobile biggie Toyota suffer its worse melt down in history.
• What started off with sticky floor mats which slid down to the accelerators to faulty pedals, the problems for Toyota kept piling up.
• More than eight million Toyota cars were recalled by the company.
• Various blogs, forums, review websites, news websites started hounding Toyota.
This was expected but what is commendable is the way Toyota managed its reputation online.
How Toyota used the Web to save its Reputation
• Twitter: Toyota launched a channel called Toyota Conversations wherein it aggregated tweets, articles and press releases related to Toyota and responded to their audience and actively removed certain negative mentions to display a less negative sentiment.
• Website: Toyota Conversations highlighted a page on the Toyota Website called “Toyota Recall” wherein Toyota provided all information regarding the recall of vehicles and also published videos highlighting Toyota’s high safety standards.
• YouTube: Toyota published many videos on its branded Youtube Channel which revolved around “Safety” so as to maintain its image and consumer perception
• SEO: Toyota ensured that the top search results directed viewers to information controlled by them.
If you don’t control your online image, someone else
will !!
If you are interested in knowing about our ORM services, please drop an email on [email protected] and we will be
more than happy to assist you.
