ONLINE

Reputation
Management
IILM UNIVERSITY
Reputation Management
COM214

SEMESTER- 3
Presenters Name:-
Khushboo Agarwal
Prerna Bhargava
Payal Jindal
Charvi Dang
Tushar Mehta
SUBMITTED TO:-
DR. PRIYANKA KAUSHIK
 CONTENTS

INTRODUCTION
PURPOSE
CASE STUDY
ANALYSIS
REASONING
CONCLUSION
 INTRODUCTION
On l i n e r e p u t a t i o n ma n a g e me n t ( O R M) i s t h e p r a c t i c e o f
e n g a g i n g wi t h t h e c o mmu n i t y o f p e o p l e wh o u s e a s e a r c h
e n g i n e t o f i n d b u s i n e s s , r a t e a n d r e v i e w o f t h e c o mp a n y ,
c o mme n t o n s o c i a l me d i a p a g e s o r o t h e r wi s e i n t e r a c t
wi t h y o u r c o mp a n y o n l i n e . A s t r o n g O R M p r o g r a mme
ensures that online business listings are accurate, so
people can find them easily.
B e f o r e t h e i n t e r n e t a n d s o c i a l me d i a , c o n s u me r s l e a r n e d
a b o u t c o mp a n i e s a n d p r o d u c t s b y a s k i n g f r i e n d s , f a mi l y
me mb e r s , n e i g h b o u r s a n d c o l l e a g u e s . A d v e r t i s i n g , p r i n t
d i r e c t o r i e s , wo r d o f mo u t h a n d c e l e b r i t y e n d o r s e me n t s
h e l p e d c o mp a n i e s a t t r a c t b u s i n e s s . C o r p o r a t e we b s i t e s
we r e t h e d i g i t a l p r e s e n t a t i o n s o f t h e t r a d i t i o n a l me d i a
wo r l d i n wh i c h c o mp a n i e s t a l k e d , c o n s u me r s l i s t e n e d
a n d I n f o r ma t i o n f l o we d o n e wa y . T h i s me a n t c o mp a n i e s
c o u l d e a s i l y c o n t r o l c o mp l a i n t s a n d n e g a t i v e s e n t i me n t .
OR M ma i n l y wo r k s b y r e s p o n d i n g t o n e g a t i v e c u s t o me r
c o mme n t s o n l i n e a n d r e a c t i n g t o s t o r i e s i n t h e me d i a ( b o t h
s o c i a l a n d t r a d i t i o n a l ) t h a t p a i n t y o u r c o mp a n y i n a b a d
light.
§ V a r i o u s f a c t o r s mi g h t i n f l u e n c e a n o n l i n e r e p u t a t i o n .
T h e s e i n c l u d e t h e n a t u r e o f b u s i n e s s , c u s t o me r s e r v i c e ,
c o n t e n t , v i s i b i l i t y , e t c . T h i s i s wh y c o mp a n i e s n e e d o n l i n e
r e p u t a t i o n ma n a g e me n t s o f t wa r e t o h e l p t h e m t o t r a c e
n e g a t i v e r e v i e ws a b o u t t h e m a n d i mp r o v e wh e r e n e c e s s a r y .
§ F o r a n y b u s i n e s s wh i c h s t r i v e s t o g r o w, t h e y n e e d t o b e
a wa r e o f t h e i r p u b l i c i ma g e . A b u s i n e s s i ma g e c a n ma k e o r
b r e a k y o u r b u s i n e s s . S o b u s i n e s s e s n e e d t o ma i n t a i n a
p o s i t i v e i ma g e a t a l l t i me s . H a v i n g a g r e a t o n l i n e r e p u t a t i o n
i s a n e x c e l l e n t me a n s t o e n j o y a p a r t n e r s h i p wi t h c u r r e n t
c u s t o me r s a s we l l a s p r o s p e c t s .
 PURPOSE
The purpose of online reputation management is to create
balance, counteract misleading trends, and allow you to
put your best foot forward.
Not only do people view the Internet as their first source
of information, but they also trust what it tells them.
More importantly, they make decisions based on what
they find online.
Two out of three people see the
Internet as the most reliable source
of information about a person or a
business.
70% of hiring managers have rej ected
a candidate because of something
they found online.
When looking for a local business,
97% of people read online reviews.
Over 80% of reputation damage
comes from a mismatch between the buzz and the reality.
 CASE STUDY
HOW SUNFEAST YIPPEE!
MANAGED TO BRING
NEGATIVE CONVERSATIONS DOWN
BY WHOOPING
98.3% IN
5 MONTHS!!
IN 2015, THE QUESTIONABLE
SAFETY OF INSTANT NOODLES
HAD LARGELY AFFECTED ALL
BRANDS WHERE
SUNFEASTYIPPEE! WAS NO
EXCEPTION.
IT SOUGHT ITTISA'S(DIGITAL
MARKETING COMPANY) HELP IN
TERMS OF THEIR ONLINE
REPUTATION MANAGEMENT(ORM)
THEIR NOODLES AND PASTA
BRAND.
THROUGH SOCIAL MEDIA
MONITORING AND
LISTENING,ITTISA CREATES
DAILY AND WEEKLY REPORTS ON
PEOPLE'S CONVERSATIONS.
FOR NEGATIVE CONVERSATIONS,
THE BRAND WAS NOTIFIED AND
THE CONCERNED PERSON WAS
CONTACTED DIRECTLY.
ITTISA'S ORM METHOD HAS
HELPED THE BRAND IN
ENHANCING ITS CUSTOMER
SERVICE.

BRING DOWN NEGATIVE

COMMENTS 98.3% FROM
JANUARY TO MAY.
RE-INFORCED ORM PLAN WITH A
CAMPAIGN 'IT'S BETTER NO?"
PROCLAIMING YIPPEE AS
ABSOLUTELY SAFE FOR
CONSUMPTION.
COVER PICTURES AND A NUMBER
OF POSTS TO MAKE THE ONLINE
AUDIENCE AWARE OF ITS
QUALITY.
 ANALYSIS
1. WHEN YIPPEE TOOK OVER THE COMPANY'S SOCIAL MEDIA, THE
INSTANT NOODLE MARKET WAS IN A PICKLE, WITH
CUSTOMER SENTIMENT AT AN ALL-TIME LOW AND LINGERING
CONCERNS ABOUT THE PRODUCT'S SAFETY.

2. THE COMPANY'S SOCIAL MEDIA STRATEGY CENTRED ON

SENDING A STRONG MESSAGE
ABOUT THE HEALTH BENEFITS OF INSTANT NOODLES WHILE
ALSO PROMOTING THE VARIOUS FLAVOR OPTIONS.

3. THEY ALSO BEGAN MAINTAINING YIPPEE'S ONLINE

REPUTATION ABOUT THIS PERIOD.

4. THEY WERE ABLE TO RAPIDLY REPLY TO QUESTIONS AND

COMPLAINTS AND REDUCE UNFAVORABLE FEELINGS BY
CAREFULLY MONITORING AND LISTEN ON SOCIAL MEDIA.

5. YIPPEE PROVIDED A STYLISH, ENGAGING WEBSITE THAT NOT

ONLY TRANSMITTED CRITICAL INFORMATION BUT ALSO ADDED
TO THE USER'S EXPERIENCE AS A CREATIVE WEB DESIGN
 WHY ORM IS IMPORTANT?

1. INCREASE SALES
2. BUILD TRUST AND CREDIBILITY
3. SHOW YOUR BEST SIDE
4. ONLINE INSIGHTS
5. RECRUITMENT
 IMPACT OF ORM
1. IMPACT ON BUYING DECISIONS
As 81% of buyers do some online research before making a
purchase, the way you appear online is the make-it-or-break-it
factor in their final decision. And your online reputation really a
business quality check with 88% of consumers reading reviews to
determine if your business is reliable enough.

2. IT IS THE ONLINE VERSION OF WORD-OF-MOUTH

85% of consumers treat online reviews as personal
recommendations and trust
them as much as a tip from a friend.In the age of social media
when news spread like wildfire, it can be an absolute bombshell.

3. YOU CAN GET VALUABLE FEEDBACK

Monitoring is a critical part of managing your online reputation.
You can start
collecting some useful insights on customer satisfaction and
feedback regarding your product or services. So before doing
some polling, surveys, and going around the globe for customer
feedback, you can simply pay attention to what your customers
have to say about your business.
 CONCLUSION
Online Reputation Management is becoming
more essential as more and more consumer
approaching internet as a source for all
queries and complaints about a brand.
Monitoring such view points is gaining
priority while deploying the marketing
strategy. It becomes more important in India
as the number of internet users are increasing
at a faster rate and so are bloggers, critics
and competitors. The phenomenon of Network
Effect Marketing and Search Engine
Optimization is gaining popularity with the
growth of social networking. The concept has
been there in the oversees for past few years
but India is still in phase of adopting it at the
root level.
THANK YOU