Online Reputation Management is a fairly new industry. PR isn't. In this presentation, originally given by Andy Hadfield and Craig Rodney at the Johannesburg Heavy Chefs Session - we take you through some practical advice on how to approach ORM as a business.

1. Online
Reputa,on
Management

2. The
first
rule
of
ORM
is…

3. Don’t
be
a
wanker.

4. Because
you
can…

5. Never
underes-mate
the
power
of
stupid
people
in
large
groups.

6. ORM
gives
you
3
op;ons
Listen
and
learn
Engage
and
respond
Ignore
and
be
happy

7. Imagine
you’re
giving
a
talk…

8. Imagine
you’re
giving
a
talk…
(and
you
can
here
people’s
thoughts)

9. We’re
here
to
share
10
things
you
should
take
into
considera-on
when
shaping
your
ORM
strategy.

10. #1
Always
listen.

11. Tools
that
should
be
on
your
radar:
LOCAL:
BrandsEye,
SaidWot
INTERNATIONAL:
Radian6,
Sysomos

12. Whatever
the
tool…
here
are
a
couple
of
things
to
look
out
for:

13. Make
sure
it
scans
the
en@re
internet.

14. Make
sure
it
can
split
nega;ve,
posi;ve
and
neutral
sen;ment
(accurately
if
it
automates
things)

15. Make
sure
it
can
iden;fy
influencers

16. Make
sure
it
has
workflow

17. Make
sure
it
has
repor@ng
(specifically
reputa;on
trends
over
;me)

18. Make
sure
it
has
a
PR
Rand
value
measurement
(you’ll
probably
ignore
over
;me,
but
it
provides
essen-al
ammo
for
selling
this
in
your
business)

19. #2
Know
what
you
have
control
over.

20. OR
/
M

22. #3
Recognise
your
circles
of
influence.

23. Circle
of
Influence

24. #4
Your
Google
CV

25. It’s
not
always
what
they’re
saying
right
now…
But
what
they
said
–
that
ranks
on
search
engines.

26. A
Google
dips-ck
for
the
keywords:
FNB
+Online

27. The
rules:
Measure
themes
of
posi-ve
and
nega-ve
men-ons
on
ALL
Google
search
categories,
at
least
2
pages
of
results
deep.

28. The
test:
What
do
you
think?

29. :)

30. :(

31. Don
PackeN.
Comedian.
MC.
Reputa,on
a6acker.
hTp://www.joblog.co.za/2005/12/lawyers_are_wan

32. #5
Don’t
always
poke
the
bear.

34. Sidebar!

37. Back
to
topic
>
Social
media
can
drive
the
wrong
kind
of
behaviour.

39. #6
Some
people
just
don’t
care.

40. High
barriers
to
change
means
a
nega,ve
online
reputa,on
has
less
impact
on
customers.

41. #7
Some;mes
bad
PR
is
good
PR.

42. Whites
Only

43. Black
Editors
Only

45. #8
ORM
Rand
value
is
subjec;ve.

46. Let’s
talk
about
a
liBle
guy
with
a
BIG
voice…

52. 48
hours
around
the
“Malema
in
Zimbabwe”
incident.
BrandsEye
found
that
Julius
Malema
had
achieved
an
AVE
of
R287,878
with
around
450
men@ons.
This
is
the
equivalent
of
running
around
10
full-­‐page
adver@sements
in
leading
magazines.
hTp://www.thedailymaverick.co.za/ar;cle/2010-­‐04-­‐20-­‐analysis-­‐julius-­‐malema-­‐and-­‐the-­‐
adver;sing-­‐value-­‐of-­‐being-­‐hated-­‐by-­‐the-­‐media

53. At
the
end
of
the
day,
he
can
always
flip
the
switch
and
say…

55. #9
Watch
the
trends.

57. #10
Build
an
Engagement
Hub.

59. And
always
remember….

60. It’s
perfectly
valid
for
a
business
to
state
they
don’t
want
to
be
involved
in
social
media
–
and
take
steps
to
back
that
up.
It’s
not
OK
for
a
business
to
ignore
social
media
and
hope
it
will
return
the
favour.

61. Andy
Hadfield
www.andyhadfield.com
www.twiTer.com/andyhadfield
Craig
Rodney
www.emergingmedia.co.za
www.twiTer.com/craigrodney