Insights to Online Reputation Management

Insights to Online
Reputation Management
Rebekah Seragih
Adonai Training & Kreative Media

AdonaiTraining.com
1

Online Reputation Management
Agenda
Your Reputation Matters…It is Your Door to Success

What is Online Reputation Management
Background to Online Reputation Management

Why is it Important to Monitor & Manage
The reasons and the impacts of a good reputation

How do I Monitor
Online Reputation Monitoring Tools

How do I Manage
What to do if you or your company is mentioned

Success Stories
How Others Did it

2 Copyright © 2011 Adonai Training LLP. All rights reserved.

What is Online Reputation Management?

Wikipedia (Definition)
Online Reputation Management (or monitoring) is the practice of
monitoring the Internet reputation of a Person, Brand or Business, with
the goal of suppressing negative mentions entirely, or pushing them
lower down the search engine results pages to decrease their visibility.

Online Reputation Management is also referred to as ORM.

Only ONE GOAL in Mind
To push already highly ranked negative
posts off the results pages

Copyright © 2011 Adonai Training LLP. All rights reserved.
3

Should I Worry About My Reputation?

Listening is Crucial
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BP - Deep Horizon Oil Spill Crisis (April 2010)
The Results of Failing to Monitor, Manage & Engage

QUICK FACT QUICK FACT
 Deep Horizon oil spill crisis in the  BP is not new to social media.
Gulf of Mexico started from an  Facebook page
explosion in an offshore drilling rig  YouTube channel
that killed 11 and injured 17 of its  Twitter account
workers.
 Flickr account
 Oil has been spilling out into the  But BP failed to harness these
ocean for a few months before it tools.
was finally capped.  They failed to monitor what was
 BP’s inefficiency to stop the spill being said about them online.
 BP blamed other parties for the  They failed to check the online
explosion sentiments of the public.
 The then-CEO, Tony Hayward made  They failed to engage with the
some insensitive comments about dissenters.
the amount of spill being “tiny”
compared to the size of the ocean.

Wikipedia Reference:
http://en.wikipedia.org/wiki/Dee
pwater_Horizon_oil_spill


BP vs The Dissenters
During the crisis, BP constantly update their social media tools to provide the latest
information without any form of engagement. However, BP’s voice in social media is
drown in the voices of dissenters. Below are the social media tools BP adopts and their
fan-base numbers vs the fan-base belonging to dissenters.

Twitter
BP Official Account
18,596 Followers

BPGlobalPR
190,561 Followers

Facebook
BP Official Page
41,069 Fans

Youtube Boycott BP Page
6,472 Subscribers 846,608 Fans


NetBiz.com
A Storm was Brewing Online…A Case of Dissatisfied Customer

 NetBiz is an online internet marketing company since 2002
 More than 12,000 small business clients
 A Case of Dissatisfied Customer Service and the poor services were
posted online in forums
 Started off with online customer opinions forum
 Got spread to Blogs, Twitter, LinkedIn and other social networking sites
 NetBiz failed to listen and pay attention to the small talks online
 A great deal was said that were both truth and distorted truth
 But it was enough to create a stream of news
 It formed an online perceived reputation about the company and its poor
services
 Results
 A bad reputation in the market
 Profits got hit, Business Dropped
 Every customer starts to complain and took the opportunity to add to the
fuels

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1. What do all these situations have in common?
 None were proactive in managing their online reputation
 There was no online crisis contingency plan set in place
 There was no appropriate engagement with the online communities
 There was no crisis management team trained to kick into action
2. If you do not control your brand online, someone else will.
 It’s a means of defense and best practice for every business
3. The Internet & Search Engines provide a platform for
information search to be made available
 People are always searching to learn more about you
 Online Reputation Management is always closely linked with Search
Engines
 Search Engine Optimization (SEO) is an important tool in reputation
management
 You cannot remove negative comments but you can bury it in Google
search through a steady stream of contents

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3. Coupled with the power of social network sharing - Viral
4. Impossible to hide a company’s mistakes or customer
dissatisfactions
5. Your Reputation will always precede you. Bad Reputation =
Poor Profits Bottom-line = Company’s Credibility
6. Listening is Crucial = Proactive Actions to curb Business
Storms, You are in Control
7. “Prevention is better than Cure” – It takes a long time to build
a reputation but it takes overnight to destroy it

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HOW DO I MONITOR

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 You can’t be everywhere at the same time
 Purposes of these tools are to help you:
 keep up with all the relevant social media activity and happening
 check what people have to say about you or your company brand
 analyze the ROI (return on investment)
 design the steps you need to take to improve your reputation
 make your customers happy
 monitor your competition
 List of Monitoring Tools in the Market (this list is make
available as part of this presentation slide download)
 Free and Paid Tools

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List of Monitoring Tools
1. Google+ 22. Alterian SM2
2. Radian6 (Business) 23. Tweetdeck (Free)
3. Addictomatic 24. Lithium
4. Social Mention (Free) 25. Reputation Defender
5. Steprep (Small Business) 26. Brandwatch
6. Twazzup Social Media Monitoring 27. Alltop
7. Sysomos 28. CoTweet
8. HootSuite 29. Facebook Search (Free)
9. Beevolve 30. Icerocket
10. HowSociable 31. Klout
11. Buzzlogic 32. NutShellMail
12. Seesmic 33. MentionMap
13. PostRank 34. Samepoint
14. SocialSeek 35. Wildfire Social Media Monitor
15. SocialPointer 36. Topsy
16. BoardTracker 37. Meltwater Buzz
17. Blogpulse 38. TweetBeep (Free)
18. Trackur 39. Google Alerts (Free) – Giga Alerts
19. Me on the Web (Free – Google 40. Google Reader (Free Feed Reader)
Dashboard) 41. Yahoo Alerts (Free)
20. Technorati 42. Twitter Search (Free)
21. Backtype 43. BoardReader

How to Assess your Online Reputation?
Reputation Management Assessment Sheet Summary

No. URL Type * Good Bad Neutral Types Good Bad Neutral Total

1. XXX Blogs 5 2 0 Blogs 100 40 30 170

2. YYY Faceboo 20 10 20 Facebook 50 80 200 330
k

3. ZZZ Ezine 80 10 60 Twitter 30 30 30 90

4. UUU YouTube 100 5 0 TOTALS 180 150 260 590

* Type – Document the types of search result – Website, Blog, Video, Photo, Directory, etc.

Google Yourself
1. Start with a simple search on Your Name, Company, Brand, Product, and etc.
2. Compile a list of 30 User relevant keyword phrases
3. Enter the details into the Assessment Sheet
4. Tabulate the totals
5. Based on the number of sentiments, it will tell you the areas that you have to
focus on.


What to do if you or your company is mentioned

HOW DO I MANAGE

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The Don’ts of Online Reputation (Basics)

1. Remember…the Social Network Sites are not boxing rings or a
political debate. Keep arguments and fights out.
 Spoken words can be easily erased but printed words can’t. They can be
shared and passed on.
2. Handle all issues offline via phone call or craft a well thought
out letter or email to address the problem
3. Avoid forceful or angry language. If need be, use it in a
private mode of communication where it cannot be spread.
4. Don’t assume that negative comment is bad for business
 Don’t panic when you see a negative comment or criticism
 Customer complaints in social networking sites can bring out your brand
defenders to your rescue
 Constructive criticism can be feedback leading to positive change in the
company or improvement in the service
 Do not react immediately. Keep Cool. Think through the most effective
strategy to handle it.

15

The Don’ts of Online Reputation (Basics)

5. Don’t insist that you are right (if you are wrong) or threaten
legal action
 This will cause trust issues and lead to potential liability issues
 Always deal with it offline and never on the social networking sites or
any public space in the Net
6. Don’t comment on anything negatively without any concrete
proof or evidence
 This will lead to defamatory and potential liability lawsuit if you are
found to be falsely leading the public
 If found guilty, you can be made a public example. The table is turned.

16

The Do’s of Online Reputation (Basics)

1. Turn Negative to Positive
 Respond to the customer online that you are looking into the situation
 Provide a deadline but make sure you adhere to it
 Ask the customer to Private Message (PM) you with their contact and
situation to take it offline
 After a dissatisfied customer is satisfied, get them to comment on your
prompt action in the social network sites (if that is where the complaint
is posted)
 If not, ask for a testimony for you to post in your social network sites –
“Another Satisfied Customer” column
2. Posting of Negative Contents that are not True
 Ask the poster of the negative content to remove the unflattering
photo, critical post or negative comment about your company
 If they refuse, ask the Moderator of the social network site to flag the
content down.
 Condition – you must prove that it is inaccurate or defamatory.

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3. Flood your company and other social network sites with good
contents to push the negative comments off the front page
4. Show that Actions are Taken
 Most people who complain are only concerned with whether your
company cares enough about them to do something.
 Firstly, it’s the efforts that they are looking for to resolve the issues.
 Secondly, others are watching you and your actions.
 Thirdly, report the positive actions and results. Update the progress.
5. Distinguish between Rants, Reasonable Complaints and
Constructive Criticisms
 Always respond to constructive criticisms and reasonable complaints
 Thank the other party for the feedback
 Take Rants offline or counteract it with good contents. Do not waste
time and efforts on pointless ranting.

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6. Have an Online Contingency Plan in Place
 Set up a Social Media Crisis Policy on how to Engage with dissatisfied
customers online – how to say and what to say
 The rules of Engagement for different Scenarios handling – Common
issues, Critical Issues – The Do’s and Don’ts
7. Have a Social Media team trained and ready to handle all
online mentions
8. Design a Reputation Monitoring Strategy
 The Monitoring Tools to use
 The Objectives and Goal of the Monitoring
 The frequency of Monitoring
 Identifying potential online hazards
 Handling and curbing potential hazards

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9. Your Social Ambassadors – Brand Defenders
 Identify your online Brand Defenders and build a relationship with them
 They will speak for you. They are your best Word of Mouth.
 Find them online in the social network sites.
 Facebook – regular engagers
 Twitter – retweet and mention your posts
 Influential Bloggers with quality contents
10. Build Relationship with your online Community
 This is built over time, not overnight
 Provide Quality, Relevant, Educational and Entertaining Contents
 Engage and comment on other Social Network Sites other than your own

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11. Engage an External Consultant
 Get Expert Help
 Experiences as a result of cases handled
 They know what to do when crisis hit for they are trained
12. Protect Your Name by Registering your Username
 Purchase all relevant domain names
 Register your names with the major social network sites to have the
same handles across each of the social network sites
13. Determine the Contents to be posted and be selective of the
customer groups to post those contents. Have a segmented
and targeted message for different groups. Use email
marketing system.

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14. Be Accessible
 Most reputation problems start because you are not contactable
 Display accurate contact information on and off-site
 If you can’t respond within 24 hours, tell users that you will get to them
within a specific time frame
15. Invest in Customer Service
 Build a Web-based customer service portal on site. Use tools like
Suggestion Box or Get Satisfaction
16. Own your Negative Domains so others do not use it against
you
17. Last but not least, Get Involved in the Conversation!

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Get Involved, Engage & Act

1. Why get involved?
 Build credibility to your name
 Build professional and personal network
 Keep others informed about your activities
 Be kept informed of what is happening
 Build relationship with your customers
 Build awareness and brand
 Gather testimonies from satisfied customers and post them on the social
network sites

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Get Involved, Engage & Act

2. Where to get involved?
 Professional sites – E.g. LinkedIn, Naymz and Plaxo
 Personal sites – E.g. Facebook, Twitter and MySpace
 Education sites – E.g. Classmates and Reunion
 Corporate sites – E.g. BusinessWeek, Crunchbase and FastCompany
 Review sites – E.g. Yelp and Amazon
 Media sites – E.g. Flickr, YouTube or Vimeo
 Resume sites – E.g. Emurse, Resume Social and Rezume
 Bookmarking sites – E.g. StumbleUpon, Reddit, Digg or Mixx
 Popular industry blogs
 Industry-specific social networks, forums and groups
 Local social networks, forums and groups
 Special interest or lifestyle social networks, forums and groups

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NetBiz

SUCCESS STORY

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NetBiz – Changes for the Better

1. Start to Listen
 Use monitoring tools to monitor the discussion of their
brand online
2. Created accounts in other social network sites to listen
to what others have to say – E.g. Facebook, Twitter,
LinkedIn.
3. Engage with their customers by posting contents online
4. Started a customer service online to handle any
complaints, criticisms and negative comments
5. Build a NetBiz community online to make themselves to
be more visible and accessible

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NetBiz – Changes for the Better

6. Build a blog called NetBiz Blog and provide tons of
useful, quality and relevant information on internet
marketing campaigns.
7. They set up a Forum for discussion and to handle
queries.
8. Giving Back to the Community
• Online campaigns to give back to small businesses like
free package deals
• Talk about their charity works

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About the Author
Rebekah Seragih
A Business and Marketing Strategist in her own rights, Rebekah has
been offering consultancy advices on business strategy, marketing,
training, operations, crisis management and change management to
MNCs, governments and businesses for more than 15 years. She has
been involved in major international projects amounting more than
US$30 million. As the pioneer Strategists in Asia in her field, one of
her achievements is the design and engineering the first touch
screen ATM machine in Asia and implementing it throughout Asia
and Europe with one of the international bank. She has also
strategized and designed the world’s credit card merchant tracking
system that resulted in merchant credit card fraud management.

Rebekah has conducted seminars, workshops and trainings to
audience all over the world which includes corporations, business
owners, governments, and financial institutions. For the past 8
years, she has her passion in building schools in developing
countries for the poor making education available to the needy and
orphans. She is also involved in selective charity programs round
the globe.

Looking to do much more, she has engineered her own holding
company with a special focus on being a social entrepreneur in all
the niche business start--ups under the holding group to make a
difference in the lives of others.


About Adonai… Our Services, Doing What We Do Best
Adonai is a leading training and online media consultancy company in Asia. Led by amateur professionals, our
corporate and public training arm you with the latest knowledge, tools and skills to make you a success. Our
training includes online marketing media, social media, branding, management, training, professional
certification, entrepreneur start-up programs, and etc.

Our foremost consulting authority on business strategy, social media, digital media, online space, creative
marketing and branding helps Brands & Organizations create customized and unique social media and business
solutions. Our clients range from major brands, government agencies, business owners, small-to-medium size
companies to financial institutions. Our consulting services include:

Social Media Strategy & Planning
Social Media Marketing & Engagement
Social Media Monitoring
Contents Generation & Article Writing
Online Campaign Creation & Management
Online analytics
Website and Micro-site development such as corporate blog
Mobile Application
Search Engine Optimization (SEO) & SEO Copywriting

We believe your success is our success…


Connect with Us…

Adonai Training
[E]: contactus@adonaitraining.com
[W]: www.adonaitraining.com
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[TW]: www.twitter.com/adonaitraining

Rebekah Seragih
[E]: rebekah@adonaitraining.com
[W]: www.adonaitraining.com
[FB]: www.facebook.com/RebekahSeragih
[TW]: www.twitter.com/RebekahSeragih
(LI): sg.linkedin.com/in/rebekahseragih


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