Online reputation management for small businesses matters. If you do not control your online reputation someone else will do!

1. Online Reputation Management
(ORM)
By: Sameh Hassan
2016
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2. Outcomes
• What is online reputation management?
Define and explain it
• Why should businesses invest in ORM?
The value of online reputation management
• The 3 Steps to monitor and manage your ORM
Discover the steps & tools that used by top brands
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3. “It takes 20 years to
build reputation and five
minutes to ruin it.
If you think about that,
you’ll do things
differently.”
Warren Buffet
CEO of Berkshire Hathaway
#1 billionaire - 65.1 billion USD
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4. What Is Reputation?
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5. Reputation Is…
• The result of what you do, what you say and what
people say about you.
• It is essential for business success, revenue, and
profitability.
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6. How we find
information
today?
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7. Rumours
Gossip
Bad opinions
Shocking news
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8. Eightof 10 Internet users
in the US say that the negative information
read online made them change their mind
about a purchasing decision
Source: eMarketer.com
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9. “If you do not control
your brand online,
someone else will!”
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10. Online Reputation Management
It is the practice of attempting to shape public
perception of a person or organization by influencing
online information about that entity.
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11. Is Online Reputation Management
Worth The Money?
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12. The Most Trusted Media Source
2016 Edelman TRUST BAROMETER - Global Results
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Percent who engage in each behaviour based on trust

13. 41%
of companies that
experienced a
negative reputation
event reported loss
of brand value
and revenue
Source: www.deloitte.com/reputationrisksurvey13

14. 58%
of executives
believe that online
reputation
management
should be
addressed.
Source: www.deloitte.com/reputationrisksurvey14

15. 87%
of executives rate
managing
reputation risk as
more important
than other
strategic risks
Source: www.deloitte.com/reputationrisksurvey15

16. PAID
MEDIA
Ads
EARNED
MEDIA
Organic
OWNED
MEDIA
Corp Content
3 Ways To Get Attention Your Brand
Paid Endorsement
Paid Content Promotion
Paid Search
Digital Ads
Social Ads
CPM/PPC Ads
Affiliate Marketing
Social Shares/Mentions
Online Reviews
Inbound site Links in Content
Press Releases
Media Coverage
User Generated Content (UGC)
Influencer Outreach
Websites
Social Profiles
Landing Pages
SEO
OnlineVideos
Mobile Apps
Directory Listings
Email marketing
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17. How Can Businesses Monitor And
Manage Their Reputation Online?
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18. • Brand conversations about you. Your brand name and sub-
brands.
• Competitor conversations. Your competitor brands.
• Market conversations. Products and services you offer.
• Listening & ORM Assessment
Best Practice Tip : Define a competitive set of keywords to review
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Listening1

19. Social Media Monitoring Tools
Best Practice Tip : Define your objectives before selecting the tool
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1.Search Engines 2.Social media monitoring and analysis
Google Alerts, Socialmention,Twitter
advanced search
Reputation - FollowerWonk- Viralheat -
Hootsuite - trackur - Radian 6, SDL Social
Intelligence, Sysomos
free - Simple to use - large coverage
easy to setup - simple interface- filtering -
easy to scale - support team
difficult to filter - No analytics over time -
No sentiments analysis
cost - easy to get lost in data

20. Play this Video
A great example of how one
brand uses social listening not
only to monitor, but to engage
and influence too15
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How Brands Uses Social Listening

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22. Analyzing
• Market understanding. what issues that your prospects and customers
discuss to identify types of conversations
• Brand mentions. How popular is your brand compared to competitors
• Negative comments. Managing and responding to negative comments
about your brand.
• Sales opportunities. Identifying leads and sales opportunities – particularly
important for social media marketing.
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23. Influencing
• React quickly and politely
• ex: a customer complaint via Twitter, for example, a prompt and
simple “We are aware of the problem. We are working on it and
will get back to you as soon as possible.”
• Attack your illegitimate attackers
• Ask for help if necessary
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24. Define Approach For Responding To
Brand Mentions
• Do we have an approach to manage mentions?
• Responding to negative feedback or participating in
active conversation.
• Example US Airforce PR Agency.
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25. How Can WSI Help You?
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26. Some Of Our Clients
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27. Our Corporate Partners
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28. • WSI Helped thousands of businesses across the world in digital marketing
• 20 Years of experience delivering digital marketing success
• Powerful Network of digital marketing consultants in 87 countries
• Help you put in place the people, process for and tools needed for effective
online reputation management
•Dominate page one and two in search for your brand with good news stories
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29. Conclusion
• Online reputation management is becoming an important
strategy for businesses
• Poor or negative reputation online can impact the sales
• The 3 ways to get attention to your brand online
• The 3 Steps to monitor and manage reputation online
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30. Questions
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