Lesson-17: ORM – What is online reputation management | Ankur Aggarwal #Best Education Page #Online Earning

Hey guys, your image on the internet matters a lot.

And how you are perceived by people is equally important.

Today’s topic is online reputation management.

Let’s go into the video.

Hey guys, welcome back to the digital marketing mastery course and today’s topic is online

reputation management.

Your online reputation is your image online.

And ORM is all about improving, or restoring your name or brand’s good standing.

Now this is all about weakening or even about eliminating the negative material and replacing

it with more positive material.

Improving the credibility and also the customer’s trust in you.

So now let’s talk about why do we even need ORM, right?

Now for every brand, now increase sales comes from the trust.

And if you wish to increase the sales, then your brand better project positive reviews

and footprints on the internet.

Your visitors, especially customers, depend heavily on Google reviews, Facebook followings

and Twitter trends.

Now social medias and search engines are the new tools for increasing sales.

Your customers discuss their purchases to their friends and when they have a problem,

they would most likely spread the word about their experience.

Even from an investor’s point of view, now an investor does not know your company well

enough.

And will often make decision on information that is available to them.

Once again if you have a negative reputation online, it will show.

So do you want to be associated with a company with a negative reputation?

No, right?

Now positive online reviews matters a lot on these day and age.

Customers are heavily driven by positive online reviews.

97% of the customers read online reviews for local businesses.

And a massive 85% of consumers trust online reviews.

And also that you can see that 49% of the customers need at least a four-star rating

before making their buying decision.

So yes, all these data gives us the idea that yes, ORM is very important for any brand.

Okay so now you understand that ORM is crucial for your business.

But how do we even find these conversations, how do we even find the problems of the people

and react to them?

There are various tools available that makes these jobs extremely easy.

Some of my favorites are UberVU and Reputation Defender.

Almost all of them are real time social media marketing platforms that shows brand what

they need to know.

Like for example, UberVU automatically analyzes all the brand’s social media data to show

insights like influencers, stories that you can leverage in real time.

Yes, it is an expensive tool that costs high, but it even provides a free trial.

You can even check other tools like Reputation Defender and Radian6.

These are paid tools but they offer free charge for you to check them out and if you like

them, then you can buy the monthly payment brochure.

So now let’s talk about how to deal with these negative comments.

So first of all, respond to all comments.

Now most companies do respond to complaints that they believe to be genuine.

But not to other complaints.

The trouble with the strategy is that other people are watching.

Now not responding can be taken as a lack of care or an inability to listen.

Even in situations where the complaint is obviously a social media troll, if you can

respond with grace and neutrality, this can speak volumes of the integrity of your business

to other social media users.

Complaints should be responded to within 24 hours.

Let me show you an example.

So here we have an example of Flipkart support as you can see that here Flipkart support

is helping one of their customers with their issues.

Similarly, Jet Airways is also using Twitter to handle customer support.

Here I have an example of Uber India support and I really like this message and professionalism

that they have shown in the particular problem that the customer is facing.

Similarly in the Intel App as well.

Now thinking before you react.

Now when, illegitimate or downright truth complaints are posted, it is tempting to respond

in a combative or indifference manner.

Instead take a brief moment and consult on other members of your team on how respond.

Also don’t make assumptions, sometimes the customer’s complaints may sound implausible

because no one else has ever experienced that problem.

But don’t dismiss it or assume that they are mistaken until you have all the information

and have checked with the relevant departments or distributors.

Also try to inject some fun and humor to your response.

Introducing humility shows your brand’s personality and can resound discredits very

easily.

Acknowledging your mistakes is another crucial part.

Make sure that you acknowledge your mistakes.

It’s often said that denying a problem makes a problem bigger.

This is true for social media complaints as well.

Most people will be appeased with a simple and direct admission of wrong doings and an

apology.

Also try to take the conversation to other channels like email.

If a complaint is particularly aggressive or if a person’s complain is of a sensitive

nature, take the conversation to the email as soon as possible.

Ask them to directly message as well.

So this was it about online reputation management, I gave you an overview and also showed you

various tools that will help you in your ORM strategy and I’ll see you in the next video.

So here we end this video on online reputation management.

And tomorrow’s video we’ll be talking about how you can make money as a freelancer

by learning digital marketing.

So I’ll see you in the next video.

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