We’ve all heard about the reparative purposes of Online Reputation Management (ORM). Google the words “BP oil” and you are still guaranteed to get pages of results featuring the disastrous Deepwater Horizon oil spill of 2010. Situations like this have highlighted the need and value of using ORM and its associated software to lessen the effects of potentially damaging news and situations.

But what about the proactive and creative uses of ORM? Some savvy organisations have actually taken ORM one step further and used its processes and software to strengthen their brands and improve return on investment.

So, how can you do this?

In order to use ORM proactively, you need to think laterally and determine how you can use ORM in the different online channels you occupy. To give you a head start, I’ve highlighted a few examples below.

Using trends to market products

What about using ORM software combined with Social Media to market your products to customers? Chaos Computers, a Western Cape retail chain, used this tactic in the period leading up to Christmas 2010. Their marketing and media teams used ORM tools like BrandsEye, TweetDeck and Google trends to monitor popular daily themes and trending stories. They then took the most popular story of the day and created a targeted advert, linking their chosen theme to a daily promotion offering ‘one sweet deal a day’. This was also tied in to a competition where consumers had to purchase one of their daily deals and ‘Like’ their Facebook page in order to stand a chance of winning. (WorldWideCreative 2010) Read more about this initiative here.

Targeting marketing efforts

Also consider using ORM sales to target marketing efforts directly at people asking about your service or product.

Online Reputation Management organisation, BrandsEye, used this proactive approach when they first launched in 2004. They monitored the online conversation regarding the ORM industry and, whenever an individual requested information or expressed intent to actually use ORM services, BrandsEye engaged with them.

But this kind of approach needs to be handled sensitively. BrandsEye Managing Director, Tim Shier, believes that approaching the wrong person or merely being a conversion junkie won’t get you far and may come across as spammy. He advises you exercise discretion and provide information, if that’s what they’re looking for, and only sell if they ask someone to contact them. 

Identifying brand champions

As you probably well know, listening to online communities is a key component of online reputation management. Use this to identify influencers and brand evangelists. Cirque du Soleil did this in 2009 when they launched their “Summer of the Cirque” promotion to celebrate their 25th anniversary. For the first two weeks all their communication was done via Social Media and they used Radian6 ORM software to monitor what was being said and what sales resulted. They could also then target those people identified as brand champions offering them specials, opportunities to win free tickets to shows, and the chance to win a trip to Las Vegas. Read more here.

Researching potential employees

ORM tools don’t only lend themselves to increasing ROI. What about using ORM tracking software to research potential employees? Many organisations track comments and online activities of potential hires in order to gain further understanding about them. However, this is a highly contentious issue. Consider some of the legal ramifications. You may recognise that legally you can’t discriminate against anyone due to sexual orientation or religion, but what if the person you’re researching belongs to a religious group you have a personal issue with? Do you think this would influence whether you hire them or not?

Pre-screening potential hires via Social Media platforms can, however, be very useful. You may find certain individuals make negative comments about your organisation or brag about sick-time abuse. They could discuss how they elaborated on their CV or reveal other information relevant to your hiring decision. Before you decide to use ORM tools in Social Media spaces to research someone for a position, ask yourself the following:

• Will you be able to maintain objectivity and keep personal opinions out the way?
• Will the information you find be relevant to whether the individual can perform the job effectively?
• Does the information you’ve found and used in your decision making process in any way violate their rights?

Remember, if you do decide to track potential hires online, be prepared and make sure you understand the potential implications.

Whether it’s creating brand ambassadors, researching potential employees or marketing products, Online Reputation Management tools offer a world of possibility. The Internet has significantly changed the way in which you can get you brand out there and market your products and services. Think creatively about how you can use ORM tools and processes to give your brand an online marketing edge!
 

Also check out:

• A Beginners Guide to ORM