Lesson-17: ORM – What is online reputation management | Ankur Aggarwal
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Lesson-17: ORM – What is online reputation management | Ankur Aggarwal

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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