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Online reputation management, ORM is basically a strategy and process involved in monitoring, identifying and influencing your digital reputation and credibility online. If handled effectively, ORM strategy can also provide you with great and fresh opportunities and insight on increasing your brand awareness.
Here is a list of some of its biggest advantages for branding and advertising.
- Positive ORM helps in increasing sales
- It builds trust and credibility
- It shows a brand’s best side
- It is a great way for knowing the online insights
- Good online reputation fuels the hiring process
But to the contrary, many brands are still not taking ORM seriously. They still commit a lot of goof-ups and grave mistakes. Brands are not following a standard procedure to respond online and often ending up in a disaster.
We have compiled a list of some ORM wins and fails, by which we can have takeaways (what should be done and what shouldn’t be). And for that, we would like to start with our very own Maggi!
Last year, a lot of hue & cry happened over Maggi- Ban, which came back for a while, again got banned and then finally a smashing comeback! Instant noodles brand Maggi is not only active on offline platforms but also on social media platforms but when they stuck in a crisis, they went into ‘let’s move strategically& gradually’mode.
Soon after the MSG news created a scary buzz, they only gave auto responses to those who expressed their concern. After the ban, some seriousness was instilled into its ORM. Nestle, continuously shared updates about the ban status while promoting some short emotional comeback videos reflecting consumer opinion- #WeMissYouMaggi. And the moment they cleared the second lab test, the CMD of Nestle India himself shared the good news expressing their joy on Twitter. A win for the year 2015.
- Your consumer is above all, keep them first always
- Address their queries/concerns properly
- Connect with them emotionally, try to capture their feelings & thoughts
- Communicate assertively with an authoritative face
- Be creative in your approach
Gaana.com &its hacking
The popular commercial music streaming service provider, Gaana.com was reportedly hacked by a Pakistani hacker back in May 2015 creating a lot of tension amongst the loyal users’ data concerns. But before it could get worse, CEO Satyan Gajwani took to Twitter immediately & handled the crisis perfectly.
Not only he confirmed the issue but also ensured all its users that their sensitive data has not been accessed. He further informed about the cautionary measures taken by Gaana against the same and also conversed with many users on a personal level. And guess what, he even invited Mak Man to be a consultant for resolving all its vulnerabilities!
- 3 A’s: Acknowledge, Admit &Address
- Conversation with customers is extremely necessary
- Inform your customers about necessary things
- Build a credibility factor
- Try and approach a popular figure to help resolving any issue
So along with these ORM wins, we have some ORM fails too! Let’s have a look at them as well and learn what not to do when your brand’s image is at a stake.
The war between OYO and ZO Rooms
At the launch of OYO Rooms app, its competitor ZO Rooms put up some billboards and standees in the same venue where the launch event was taking place.
The billboards and standees conveyed some cheeky compliments but soon OYO took on ZO Rooms on Twitter along with its huge fan base.
The whole army began trolling ZO Rooms with the hashtag, #OyoLovesTrolls. Within few hours, it began trending on Twitter and by the end of the day, OYO bagged 30K downloads; Checkmate!
- Play a mature & fair game online
- Don’t indulge in ambush marketing too soon
- Plan a good strategy if you want to troll any competitor
- Online media is vast & jet quick in responding, so be prepared for worst consequences
Flipkart got red faced
Flipkart &Amazon, both the e-commerce giants have their own loyal customer base but when it comes to their social media updates, we digital marketers can learn a lot. Back in February 2015, a picture went viral where an Amazon delivery box was shown lying beside a Flipkart office counter; all thanks to Reddit!
To its response, Flipkart got all cheesy calling the ‘Amazon box as its dustbin’. Amazon, on the other hand, countered the social post gracefully and said, ‘there’s a bit of Amazon in every e-commerce company’.
Soon, Amazon’s inbox and social platforms flooded with praises and positive support leaving Flipkart red-faced.
- Be careful what tone you’re using for your competitor
- Never ever try to down market anyone on social media, every brand have their own supporters
- Apologise whenever it is possible
- Getting into a social broil should be the last option