ORM Process by Suntech Online Services

2. Online Reputation Management
Brand Image Matters
 Are you aware of what your customers are saying about you?
 What about your ex-employees?
 What about your competitors?
 Information travels quickly across the
internet
 Are you listening to the online
conversations about your brand?
 How are these conversations affecting how people view your
organization?
Consumers use the web to make buying decisions. A vast majority buys offline, but
goes online to research, read reviews and get opinions from other consumers.
With growth of consumer-generated media (CGM) such as blogs, forums, and
message boards, information can be quickly generated and indexed by search
engines. For business leaders, it is vitally important to actively listen to what is
being said online, even if messages are negative. Listening creates the opportunity
to take action and resolve internal problems or deal with malicious information,
both of which can negatively influence your brand image and your corporate
reputation.
Organizational Reputation Overview
Successful organizations are aware of the importance of reputation. A
positive reputation brings trust, confidence, and sales, which are
ultimately reflected in revenue growth and profitability. A bad
reputation can lead to a decrease in consumer confidence, and, in
turn, a reduction in revenue and profits. In this day and age,
erroneous rumours, malicious gossip, unfair opinions and other bad
news spread fast! The internet has compounded the speed and the
geographic distribution of this information. By the time negative news gets out it is
often too late and the damage irrevocable.

3. Online Reputation
Before the development of the web, news was slow moving and organizations could
take their time to develop structured responses to problems. Currently, rapid
developments in consumer generated media sites mean that the general public can
quickly air their views. These views can make or break a brand. Consumers trust
these published opinions and base their buying decisions on them. For example,
eBay’s success has been based on their system of feedback ratings, which provides
consumer opinions of sellers. Any information available to your potential clients
affects your reputation and their buying decisions. Similarly, ex-employees, and
brand activists can easily get their personal viewpoints out there. Competitors who
can also spread malicious rumours and lies about your company and brand in the
hopes of stealing your market share. These types of unsubstantiated reporting can
affect your corporate image. Sites containing these kinds of information are being
indexed by search engines and appearing in search results for your brand names.
The information can spread to the traditional media, compounding the damage.
Online Reputation is Important
Consumers use search engines to gather information. When they undertake a
search for your company name or brand, your hope is that your own website is
high up on the search results list. Undertake a search on your favourite search
engine for your company name and look at the
results. Hopefully, your company web site is
at the top of the list. But what about the other
results in the top 10? What do they say about
your brand? People searching for your
company name will often look at all of these results
– Not just those pointing to your homepage. When their eyes skim down the list,
what stands out about your company? Is it all good, relevant, up-to-date
information? Are there any negative listings saying bad things about your brand or
your company? Are there sites with out-dated information about your brand in the
list? What are people saying about you on industry forums and blogs?
People looking for your company in the search engine results will scan all this
information. People from all walks of life use search engines to research, and gather
information so that they can make informative decisions. If the information they
come across during a search relating to your brand is adverse, it can affect the
decisions they make. Negative information can ultimately lead to problems in many
areas including sales, investor relations, recruitment, financials, image, and
reputation. In other words - damage to your brand.
A client estimated they were losing $2.5 million in sales annually brought about by
reputation attacks on CGM sites and the wrongful use of their trademark in paid
advertising.

4. Why does need Online Reputation Management?
Companies or any other system, institution, organisation: ensure a positive
message over the Internet if you are marketing a service or product. Earn the trust
and recognition of your customers in order to avoid being slammed unfairly by
"neurotic" customers and competitors. People are talking about you and the whole
world is listening!
Job seekers or any other individual: if you are at the beginning stages of your
career or if you are considering a career change, you might benefit from Online
Reputation Management. Online Reputation Management can increase your online
visibility by showing professional content, and help your recognition as a subject
matter expert. Almost 50% of job searchers are researching potential employers on
the Internet. Start building your online reputation!
Photo credit: SEO Book, Google Ranking Value: http://training.seobook.com/google-ranking-value

5. Who cares about your online reputation?
Your online reputation can be seen in a number of ways. Whether you’re seeking
employment, selling a product, looking for an investor or trying to score a date,
someone is going to turn to a search engine to learn more about you. The most
common groups are:
 Consumers
 Business partners
 Stock holders
 Marketers
 Journalists
 Prospective employers
 Co-workers
 Personal contacts
How can a negative online reputation affect you?
The results of a negative online reputation may be as subtle as a user clicking on a
competitor’s search result instead of yours or as damaging as an industry-wide
boycott of your products and/or services. Besides the obvious financial
implications of having a company’s credibility called into question, there are
potential legal ramifications that could dominate your time and cripple your
financial sustainability, as well. This will often cement trusted news and legal
results in the top search rankings so that even if a case is dismissed or resolved,
you’ll be living with the consequences for years to come. Things like, determining
who is responsible for the negative reputation, if you’ll have to reposition or remove
certain employees or dealing with potential losses in workforce, add further
monetary, morale and growth consequences.

6. How do we assess your online reputation?
Most users won’t look past the first page or two of search results, so you only need
to look at a couple pages for each keyword on the major search engines. Start with
simple searches on Google, Yahoo and MSN for all that apply:
 Your Name
 Company
 Brand(s)
 Product(s)
 High profile employees
 Handles/usernames
Also If someone reports your company to a consumer watch group, a
competitor follows you around leaving negative comments or an angered
customer devotes hours to publicly hating you, then it’s pretty obvious you
have an online reputation management problem. Is that negatively
impacting the search results though? If you find a number of, or even one,
negative search result, you need to fix it. The most common reputation
management problems come from (ordered by least to most severe):
 Squatted usernames
 Squatted domains
 Doppelgangers
 Job changes
 Name changes
 Negative comments
 False information
 Fake profiles
 Trademark infringement
 Bad news coverage
 Legal documents

7.  Complaint sites
 Competitor attacks
 Hate sites
 Personal scandals
 Corporate scandals
 Industry perceptions
What should you do about those problems? Seek professional online
reputation management services if you don’t already have someone that can
effectively fix the situation.
Contact Suntech Online Services Pvt. Ltd:
Online Reputation Management at Suntech Online Services
Reputation Management are high rankings and indexing in the search
engines for all positive associated web sites and corporate communications.
The result is an increase in your overall positive web presence, which will
help you own the top spots of the search engine rankings for your brand.
Online Reputation Management enables you to protect and manage your
reputation by becoming actively involved in the outcome of search engine
results through a three-step process.

8. Step 1 Monitor
Suntech Online Services Pvt. Ltd. would be initially monitoring what has been said
online about you and your company. This would be tracked by various tools such
as:
 Feed Reader
 Google Alerts
 Yahoo Alerts
 Twitter Search
 Technorati
 BackType
 Social Mention
 BoardReader
 Q&A Tracking
 Trackur
Step 2 Analyse
Post Step 1 we would be analysing your organisations online assets such as :
 Corporate Sites
 Sister Sites and Micro-Sites (other sites from your organization)
 Product Sites
 Corporate Blogs
 Employee Blogs
 Partner Sites (supplier sites, recruitment sites)
 Corporate Communications (press releases, articles)
At this stage of the analysis, we would be documenting the present position of each
of your sites, including screen-shots of the various search engines results, in order
to evaluate monitor future movement and activities.

9. Step 3 Influence:
Influence online conversations by being actively involved in them. Your
participation will give you the opportunity to improve the perception of your brand.
Take an active part in your industry conversation by becoming a regular
contributor to blogs and forums within your industry. Lead the conversation about
your brand. Sources of Potential Reputation Problems, Sources of Opportunity
 Blogs, Forums, and Consumer Opinion Sites
 Consumer Complaint Sites
 Social Network Sites
 Competitor Attacks
 Trademark Infringement
 Counterfeit Products
 Counter-intelligence
 Crisis Management Developments only in Maintaining and Monitoring
Results
Once you we have put your Online Reputation Management plan into operation we
would maintain your work and continue to monitor results. Areas that should be
monitored include:
 Organic positions
 Pay-Per-Click tracking on your branded terms
 Snapshots of the top 10 search engine results
 News about your brand
 News about your competitor’s brands
 Consumer generated media
Take Action Immediately On New Results
Your overall online reputation management strategy also requires regular review.
What are you doing to maintain or improve results on a monthly basis?
Persistence
The key to successful Online Reputation Management is – if at first you do not
succeed try, try, and try again! Reputation management is not only about
monitoring – it’s about taking action. Action is not always easy. It requires
persistence and a dogged determination to succeed.
Time Frame
Reputation management solutions can take 3-6 months period to down rank bad
reviews from search engines and replacing them with new web network consist of
blogs, social profiles and various other review sites reflecting positive remarks.
Contact Us
Website: Http://www.suntechonlineservices.com
Email: Sunayana@suntechdataservices.com