ePR & Reputation Management

Online Reputation

Management via ePR

DIGIQOM Centre of Excellence DIGIQOM Centre of Excellence

Management via ePR

What is Online Reputation Management?

Online Reputation Management or ORM is ensuring you achieve and maintain


A positive reputation through the careful management of online information

Pertaining to your brand.

So what does that mean?

Google should present your Company & Brand Results

1.Updated2.Clean 3.Diverse


3.Diverse 4.Across Multiple Channels

EGO SEARCH

“ Public relations is the practice of managing the flow of information between an organisation and its publics.”


Wikipedia

How is ePR different?

You have less control…

… over FAR MORE channels


… over FAR MORE channels

•Blogs•Forums•Social networks•Social bookmarks•Email

Tools that dominate ORM


•Email•SMS •Twitter

THE BLOG POWER

Well over 120 million blogs

Still over 200 000 new ones created daily


Still over 200 000 new ones created daily

People are talking…

Why are blogs important?

They dominate search results

They are the voice of your brand perception


They are the voice of your brand perception

So consumers have a voice like never before!

So, how do we tame this wild beast?

We don’t!


We don’t!

Listen | THINK | Engage


Listen | THINK | Engage

Wikipedia: reputation is the general opinion, or more technically, a social evaluation, of the public toward a person, a group of people, or an organization.


people, or an organization.

How is online reputation different?

It spreads faster...


… and the evidence lasts longer

DIGIQOM Centre of Excellence

One point with one sub point

WHAT TO TRACK

as much as possible

company namesbrand names


employee namesevents

Data stored for each mention:

MEASURE ONLINE REPUTATION

Page Level Data•URL

•Page title

•Author


•Author

•Date published

•Date picked up

•PageRank

Mention data•State (relevant/irrelevant/duplicate/spam)

•Media Origin (Press/Enterprise/Consumer/Directory

•Language

•Credibility (0 to 9; unknown to authoritative)


•Credibility (0 to 9; unknown to authoritative)

•Sentiment (-5 to 5, emergency to celebration, no zero)

•Number of phrase matches

•Is the mention linked to your website: Y/N

Trigger custom notifications based on mention status

High severity: trigger an SMS to the CEO

Low severity: trigger an email to the contact centre

SHARE YOUR ONLINE REPUTATION STATUS


High positive: trigger email to marketing/PR > testimonials!

Low positive: trigger an email to SEO team > link building!

REPORTING


So far,

WE TRACK

WE MEASURE


WE MEASURE

NOW LET’S MANAGE IT!

TOOLS WE CAN USE

Firstly have a BLOG– it gives you a voice when you need one

Blogging is NOT difficult if you are an open organisation


Blogging is NOT difficult if you are an open organisation

Create a blogging culture and the rest will take care of itself

Then there is the traditional press release

But online it needs to be tweaked


The press release has evolved…


And make sure its been optimised for search engines


engines

Get it indexed on your site first!


And with social media, comes multimedia

Use images, audio and video only where they are relevant and add value to the message


You can submit it to specific journalists and bloggers

User Generated

OnlineNews Media

Newswires Social Networking

Sites

SEO


News Media SEO

RSS and XML

Tagging

E-Marketing


ePR & Reputation Management

Business

contact centre high

online reputation different

trigger email

maintaina positive reputation

measure online reputationdata

mention status high

brand perception

company brand results1