Digital marketing institute in BTM

NATIONAL INSTITUTE OF DIGITAL MARKETING Bangalore-BTM Layout email:nidmindia@gmail.com Online Reputation Management for a Personal Brand WWW.NIDMINDIA.COM 1

Index ► Introduction………………………………………………………… 3 ► What is the Role of ORM in Making Digital Marketing Successful…………………………………………… 3-4 ► How is Online Reputation Management important for every business?................................................ 4-5 ► How does the ORM process work………………………… 5-6 ► How is It Possible to Improve Customer Experience Through ORM?....................................................... 6-8 ► How to Manage Your Brand’s Online Reputation… 8-10 ► PESO Model that contributes to ORM………………… 10-14 ► Why businesses should use ORM? ……………………… 14-17 ► Conclusion…………………………………………………………… 18 ► References…………………………………………………………… 19 WWW.NIDMINDIA.COM 2

Introduction In today's digital age, having a strong online presence is crucial for personal and professional success. With the rise of social media, online reviews, and search engines, to maintain a positive image and build credibility. As a personal brand, your online presence is a reflection of your professionalism, expertise, and values. Online Reputation Management (ORM) is the process of monitoring, maintaining, and influencing your online presence to promote your professional reputation, credibility, and visibility. Effective ORM involves creating a strong online presence, building relationships with others, and engaging with your audience to establish trust and credibility. This theory on ORM for personal brands aims to provide a comprehensive understanding of the components, best practices, and challenges involved in managing your online reputation. By applying these concepts, you can develop a strategy that helps you build a strong online presence, increase your visibility, and achieve your professional goals. What is the Role of ORM in Making Digital Marketing Successful? One of the primary goals of making a digital marketing approach successful is to increase customers’ trust in a particular brand. ORM helps in building customers’ trust by maintaining a brand’s reputation. WWW.NIDMINDIA.COM 3

Here is a glimpse of the things that ORM maintains to make a digital marketing approach successful: ORM helps in strategizing the right kind of digital marketing approach to tracking and enhancing online perceptions of your company as per customer views. Digital marketing aims to reach potential customers by employing the right strategies. ORM enables companies to establish positive online relationships with potential clients. This helps to make the digital marketing strategy even more successful. ORM aids in maintaining the customer service experience of a brand to make its digital marketing strategy successful by creating a trustworthy brand image. How is Online Reputation Management important for every business? Businesses are increasingly using social media and the web to improve customer engagement. WWW.NIDMINDIA.COM 4

Unfortunately, this is not always a positive experience as negative comments can sometimes be detrimental to businesses, with online reviews providing a snapshot of the most common complaints. However, managing an online reputation is a serious business and it’s all too easy for your customers to put your business down. Regardless of the size of your company, customers do have a voice. How does the ORM process work WWW.NIDMINDIA.COM 5

 ORM begins with monitoring online mentions, discussions, and reviews related to the individual or brand.  This helps in understanding the scope and nature of the problem.  ORM strategy is developed to address the identified issues. This may involve creating a plan for responding to negative reviews or comments, promoting positive content, engaging with online communities, or improving overall online presence.  ORM often involves creating and promoting positive content to counterbalance any negative information.  This can include publishing articles, blog posts, press releases, social media updates, and other forms of content that highlight positive aspects and achievements.  The ORM process is ongoing. Monitoring online mentions should be done regularly to stay aware of any new developments or emerging issues.  Adjustments to the strategy and tactics may be needed based on the changing online landscape.  It’s important to note that ORM should be approached ethically, focusing on transparency, honesty, and addressing legitimate concerns.  It aims to build and maintain a positive online reputation by providing valuable content, engaging with the audience, and effectively managing any negative feedback. WWW.NIDMINDIA.COM 6

How is It Possible to Improve Customer Experience Through ORM? Any company that wants to establish a strong presence in the online medium invests in online reputation management tools to organize the data and gain practical insights from it. These insights work wonderfully to capture the customer experience. It is possible to improve customer experience through ORM by posting engaging social media content, product reviews, and product details, addressing the negative reviews, and connecting with customers to offer a meaningful solution. How to Manage Your Brand’s Online Reputation Managing your brand’s online reputation is essential in today’s digital age. Here are steps to effectively manage and maintain a positive online reputation: 1. Monitor Online Presence: Monitor social media platforms, review sites, and search engine results regularly to remain up to date on what people are saying about your company. Track remarks and keywords relevant to your brand using web monitoring tools. WWW.NIDMINDIA.COM 7

2. Respond Promptly: Respond to consumer feedback, comments, and reviews as soon as possible. Professionally and politely respond to both good and negative comments. Demonstrate that you respect your consumers’ feedback and are dedicated to addressing their problems. 3. Encourage Positive Reviews: Encourage happy consumers to give good feedback and testimonials on relevant review sites and social media channels. This might help you establish a positive internet reputation and balance out any unfavorable remarks. WWW.NIDMINDIA.COM 8

4. Maintain Consistent Brand Messaging: Make certain that your brand’s messaging is consistent across all internet platforms. To develop a unified and good brand image, clearly define your brand values, mission, and key differentiators. 5. Deliver Outstanding Customer Experience: Concentrate on offering excellent customer service and a pleasant overall client experience. Customers who are pleased with a product or service are more inclined to become brand champions and share their positive experiences online. 6. Address Negative Feedback Proactively: When faced with negative feedback, respond promptly and constructively. Listen to customers’ concerns, offer solutions or apologies when necessary, and strive to resolve issues satisfactorily. 7. Build a Strong Social Media Presence: Actively engage with your audience on social media platforms. Share relevant content, respond to comments and messages, and participate in conversations. Building a strong online presence helps shape your brand’s reputation. 8. Monitor Online Reviews: WWW.NIDMINDIA.COM 9

Pay attention to online review sites and directories where customers can leave reviews. Respond to reviews, both positive and negative, and address any issues or concerns raised by customers. 9. Proactively Publish Positive Content: Create and share high-quality content that highlights your brand’s expertise, values, and positive aspects. This can help shape public perception and strengthen your online reputation. 10. Continuously Adapt and Improve: Regularly assess and adjust your strategies based on customer feedback, market trends, and changes in the online landscape. Continuously improve your brand’s online reputation management practices. By actively managing your brand’s online reputation, you can build trust, maintain a positive image, and foster strong relationships with your audience and customers. PESO Model that contributes to ORM Online reputation management (ORM) employs a variety of methods and techniques to influence and shape how a person, company, or organization is perceived online. WWW.NIDMINDIA.COM 10

The four major media types that contribute to ORM are a part of the PESO Model which are paid media, earned media, owned media, and shared media. Each category represents a different way in which companies can distribute their messages and engage with their target audience. Once negative brand information is shared online, customer loyalty is usually destroyed. This can harm the business. The respect they have earned over years of work can be lost for a moment. However, an effective online reputation management strategy can help companies build their brand image. Let’s look at each of these concepts in connection to ORM Paid Media Paid media refers to using paid advertising channels and strategies to manage and enhance online reputation. WWW.NIDMINDIA.COM 11

It involves investing in advertising campaigns to promote positive content, counteract negative information, or shape public perception through paid channels such as search engine advertising, social media advertising, display ads, sponsored content, influencer collaborations, and more. Paid media in ORM is an additional tactic that can be employed alongside other ORM strategies to amplify positive messaging, increase brand visibility, and reach a broader audience. By utilizing paid media, ORM aims to influence and shape the online narrative surrounding an individual, brand, or organization. By incorporating the PESO model into ORM strategies, organizations can take a comprehensive approach to monitor and influence their online reputation across various media channels. It allows for a balanced and integrated approach to building and managing a positive online presence. Earned Media Earned media is any organic, unpaid promotion received by a person, brand, or organization, such as word-of-mouth, reviews, social media shares, press coverage, and so on. WWW.NIDMINDIA.COM 12

It is created by others and has a big impact on online reputation. Managing earned media entails engaging with users, actively listening to and responding to online debates, and resolving any negative comments or false information. Shared Media Examples of shared media include user-generated content, retweets, shares, comments, and other forms of user-generated content. Social media platforms are used to spread and magnify both owned and earned media. Shared content can reach a wider audience and alter public opinion, which can have a significant impact on one’s online reputation. A comprehensive approach that encompasses all of these media channels is required for effective ORM. WWW.NIDMINDIA.COM 13

Individuals and organizations can improve their online reputation and mitigate negative consequences by actively managing earned media, strategically deploying paid media, optimizing owned media platforms, and encouraging positive shared media interactions. Owned Media Owned media refers to an individual or organization that owns and administers digital assets and online platforms. This includes all owned channels, such as websites, blogs, social media accounts, email newsletters, and so on. In ORM, owned media serves as a foundation for developing a good web presence. By producing high-quality content, providing reliable information, connecting with the audience, and exhibiting expertise, owned media can help shape the narrative and boost overall internet reputation. Why businesses should use ORM? There are several reasons why you might want to use ORM for your business. The main reasons are explained to you below. WWW.NIDMINDIA.COM 14

ORM Protects your brand ORM helps you to identify and address negative comments or reviews about your business that may appear online. By monitoring your online reputation, you can quickly respond to any negative feedback and address any concerns that customers may have. Improves search results One of the main benefits of ORM is that it can help to improve your search engine rankings. By promoting positive content about your business, such as positive reviews and customer testimonials, you can push down negative content in search results. Increases conversions Positive reviews and comments can increase trust and credibility in your brand, which can lead to increased conversions and sales. When potential customers see that others have had positive experiences with your business, they will be more likely to make a purchase WWW.NIDMINDIA.COM 15

Provides valuable customer feedback ORM can help you to gather valuable customer feedback and insights. By monitoring online reviews and comments, you can identify common issues or concerns that customers have and use this information to improve your products or services. Builds and maintains trust Addressing negative reviews, feedback, and comments with proactive actions and efforts, demonstrates that you care about the customer’s experience, which in turn builds trust with current and future customers. This is especially important for small businesses and local businesses to maintain the trust of the local community. WWW.NIDMINDIA.COM 16

Overall, ORM is an essential component of a successful digital marketing strategy, as it helps you to protect and promote your online reputation, which can have a significant impact on your business’s bottom line. By using ORM techniques and tools, you can ensure that your business is presenting in the best light possible to potential customers, which can help to increase conversions, sales, and revenue. WWW.NIDMINDIA.COM 17

Conclusion: In conclusion, online reputation management (ORM) is a crucial aspect of personal branding, especially in today's digital age. By implementing the strategies and best practices outlined above, you can effectively manage your online presence, build a strong personal brand, and maintain a positive online reputation. The digital landscape has become a critical arena for both personal branding and business marketing. AI technologies are revolutionizing digital marketing, offering unprecedented personalization, efficiency, and predictive capabilities that enable businesses to connect with their audience in more meaningful ways. However, as AI becomes more prevalent, it's crucial to balance its analytical power with human creativity and ethical considerations. Remember, ORM is an ongoing process that requires regular monitoring, engagement, and optimization. By being proactive, authentic, consistent, transparent, and patient, you can build trust with your audience, establish credibility, and achieve your personal and professional goals. WWW.NIDMINDIA.COM 18

References:  Journal of Interactive Marketing - "Managing Online Reputation: A B2C- Company Perspective" (2021)  Business Horizons - "The growing importance of social media in the online consumer journey" (2019)  Personal Branding Blog - Dan Schawbel's resource for personal branding strategies  Wall Street Journal - "How to Manage Your Online Reputation" (2022)  LinkedIn Official Blog - "5 Easy Steps to Boost Your Brand on LinkedIn" (2023) 1. Google Digital Garage: Free Digital Marketing Training. 2. Content Marketing Institute (CMI): Reports and Guides. 3. Moz: The Beginner's Guide to SEO. 4. Canva: Images https://www.canva.com/ 5. ChatGPT: Contents https://claude.ai/ WWW.NIDMINDIA.COM 19

Thank you WWW.NIDMINDIA.COM 20

Digital marketing institute in BTM