Google is the “Reputation Engine”

• 83% of consumers say online reviews influence their perception of a company.

• 7 out of 10 of consumers trust online reviews as much as

personal recommendations.

• 5 out of 10 consumers say they are more likely to use a local business that
has a positive online reputation.

• 73% of users believe what they read online is true and accurate.

• 34% have turned to social media to air their feelings about a company. 26%
to express dissatisfaction, 23% to share companies or products they like.

SOURCES:
ReachLocal Consumer Study, August 2012
Yahoo, May 2012
Harris Poll, April 2010
 What is ORM?
Proactively monitoring and influencing
the organic search results for your
company name, brand name or company
leaders.
 Key 1: MONITOR
• Google, Bing, Yahoo: first 20 results
• Twitter
• SocialMention.com
• Niche Communities for your industry
• Use Google Alerts & RSS feeds to send
new mentions directly to you
 Key 2: LISTEN
• Use feedback to
improve your service,
product or other
aspects of your
business.
• Pay attention to key
discussion topics in
your industry or
target markets. Find
opportunities to
weigh in.
 Key 3: DELEGATE
• Assign ORM
responsibilities to
someone who
has experience
with:
– Social media
– Search engine
optimization
– Writing
– Public relations
• Or set time aside
to manage
yourself.
 Key 4: RESPOND
(Company)

• Respond to all negative &positivereviews.

• Thank the reviewer for their feedback.
• Acknowledge and apologize for
negative experience.
• Offer a solution. Try to take it offline.
• Ask the reviewer (offline) for a follow-up
post or removal of negative review.
 Key 4: RESPOND
(Personal)

• Respond to active discussions in

your industry (blogs, LinkedIn,
forums).
• Offer value and knowledge on “hot”
topics.
• Choose keywords that you want to be
associated with and create new blogs
or articles featuring those keywords.
EXAMPLE:
“Social Media Strategy in 5 Steps” by
Kristin Warner
Key 5: BE TRANSPARENT
• Acknowledge when you
are wrong or when
your company has
dropped the ball.
• Offer an explanation
and/or solution.
• Speak like a real
person. No legalese.
No jargon.
• Offer a real opinion.
 Key 6: CREATE
• Content is your currency.
• Inventory your existing content assets;
adapt for online.
• Content should be useful for your
potential customers or the media.
• Tag all content with your keywords
(name, brand name, product name, etc).
 Key 7: SHARE
• All content should be sharable. Use
“Share This” button, “Add This” button
and/or FacebookPlugins.
• Add new content to your
website/blog, Facebook, YouTube,
Twitter.
• PRWeb for press releases.
 Key 8: PREVENT
• An ounce of prevention is worth a pound
of cure.
• Keep customer communication open,
honest.
• Produce good content and media mentions
for yourself (personal branding).
• Address negative experiences as soon as
you know about them.
• Encourage customers to write positive
reviews about you on key sites. (i.e. Hotels =
TripAdvisor)
Thank you!