Online reputation management (ORM) is an important business driver that can provide strategic insights and protect a company's reputation. An effective ORM approach involves three key phases - listening to conversations about the brand, measuring what is being said across online media, and engaging through active dialogue. This allows companies to understand consumer trends, identify influencers, and inform social media strategies. ORM goes beyond just crisis management by providing a early warning system and gauging marketing effectiveness. Managing a company's online reputation proactively, rather than reactively, helps cultivate loyalty, trust and quality leads.

1. ORM as a business driver
Presented by Tony Sousa

2. the company lost 10% of
their share value - a
massive $180million - after
being blamed for damaging
a musician's guitar

3. “A good reputation is more valuable than money”
Publilius Syrus
1st Century BC

4. Our reputation is more important than the
last hundred million dollars.
Rupert Murdoch

5. A brand is what it says it is…

6. Online Reputation Management is the practice of
consistent research and analysis of one’s personal or
professional, business or industry reputation as
represented by the content across all types of
online media

7. consumers no
longer prepared
to merely watch,
listen or read…

8. they want to participate, share, respond and collaborate…

11. ORM as a business driver

12. • Proactive V/S Reactive
• Stakeholder engagement
• What are your customers interested in?
• Any advocates of your brand?
• Cultivating quality leads
• Loyalty & Trust

13. Three phases of an end-to-end approach...
listening measuring engaging

14. listening....
…conversations around your brand
…conversations around your stakeholders
…conversations around your competitors

15. measuring...
…what people are saying
…where they are saying it
…when they are saying it
…who is saying it
…the influence of what they say

16. engaging...
…active dialog
…respond to customer enquiries
…improve customer satisfaction
…actively manage reputation

17. …measuring again

18. and its not just crisis management…

19. insights into consumers...

20. develop early warning system…

21. gauge marketing effectiveness...

22. be ahead of the curve – spot consumer trends...

23. identify who real influencers are...

24. inform your social media strategy, policies and guidelines...

25. Perceptions left unchallenged become belief...

26. Key take-outs
• accept that there is a conversation happening
• listen
• decide what you need to measure & ensure you
have the right tools to do so
• develop engagement policies and procedures
• work on an escalation plan
• understand resource requirements
• develop benchmarks & ROI

27. Don’t just use Social Media to broadcast your Company info.
Use it to foster long-term reputation
&
the well being of your brand.

29. Being invisiblebeing invisibleyou! not save you…
will NOT help will

30. Tony Sousa
083 200 0027
tonysousa01