Online reputation management is crucial for business today because it builds trust and shows that the business is an expert in their field, and this leads to more sales. There are two sides to ORM: the building process and repairing a reputation that is damaged.
3. www.recoverreputa
tion.com
What is Online Reputation
Management
• Most small
businesses or
professionals
understand that
online reputation
management is
important, but:
One Negative Review =
Loss of 30 Customers
6. www.recoverreputa
tion.com
What is Online Reputation
Management
• Pre-internet
– Brands, people and
companies could
control what was
said about them.
– Information was
controlled by gate
keepers, companies,
editors
7. www.recoverreputa
tion.com
What is Online Reputation
Management
– The Internet is the new first impression
– Clients “Google” you when speaking on the
phone
– Anyone can say anything, and it shows up
online
– People don’t ask for references anymore,
they search Google
Now…
8. www.recoverreputa
tion.com
What is Online Reputation
Management
Importance of Online Reputation
Management
• The old way doesn’t work
– Emails ignored
– Cold calls get hung up on
– Mailings thrown away
– Brochures ineffective
9. www.recoverreputa
tion.com
What is Online Reputation
Management
Importance of Online Reputation
Management
• Now: Marketing “2.0”
– Sales made by “Law of Attraction”
– Built on by trust
– Online information and searches
– Reviews are crucial
– Show by example
10. www.recoverreputa
tion.com
What is Online Reputation
Management
Importance of Online Reputation
Management
• Who do you want to do business with?
– Trustworthy
– Professional
– Experienced
– Brings value
11. www.recoverreputa
tion.com
What is Online Reputation
Management
Importance of Online Reputation
Management
• Online reputation Management
– Conveys this trust and expertise
– A virtual cocktail party or business meeting
– Translates your business and experience to
the web
12. www.recoverreputa
tion.com
What is Online Reputation
Management
• 77% of executive recruiters use search engines
to research applicants
• 35% have eliminated candidates based on the
information they found (ExecuNet)
• 83% of companies will face a crisis that
negatively impacts their share price between 20
and 30%, during the next five years (Oxford-
Metrica)
Importance of Online Reputation
Management
13. www.recoverreputa
tion.com
What is Online Reputation
Management
Good Content
Did You Know?
"84% say online reviews
influence purchasing."
From Opinion Research
Corporation, Published
in New York Times:
14. www.recoverreputa
tion.com
What is Online Reputation
Management
What is Online Reputation
Management?
• Online reputation management (ORM) is
anything online about a business or person
16. www.recoverreputa
tion.com
What is Online Reputation
Management
What is Online Reputation
Management?
• Beyond just information
– Sentiment
– Perception
– Impression
– Trustworthiness
– Expertise
– Feeling about person or business
18. www.recoverreputa
tion.com
What is Online Reputation
Management
What is Online Reputation
Management?
• Blog posts
• Comments on blog posts
• Web sites
• Facebook likes
• Google+ activity
• Tweets
• YouTube
• Instagram
• Pinterest
20. www.recoverreputa
tion.com
What is Online Reputation
Management
What is Online Reputation
Management?
• Online Reputation Building:
– Builds brand
– Draws customers
– Focused on sales
• Online Reputation Repair:
– Suppresses or removes negative
– Creates content and platforms
– Focused on restoring business