e-Reputation management goes beyond Search Engine Marketing

22 09 2008

One of the most popular questions I got from prospects is “How do you – as ORM professional – compete with Search Engine Marketing (SEM) agencies offering Online Reputation Management?”

Before answering that question, I’d like to add that most of ORM specialists come from eMarketing or PR worlds. As you know I’m a PR. 🙂

As PR my answer is: “When I’m doing ORM services, I’m not PR anymore. I don’t want to limit our actions portfolio to SEO-friendly press release, online press room, PR campaign,… When I’m offering ORM services, I’m ready to give you advice on how to react to online rumor/attacks with ads, marketing, PR, SEM, legal,… tools. Of course I won’t be able to take all the actions on my own. BUT that’s not my job as consultant!”

“When you are looking at most of the SEM e-Reputation Management services you rapidly understand that their only focus is ranking/positioning in search engines. They just miss the global idea of Online Reputation Management such as communication opportunities, brand protection, buzz analysis, etc.”

All right! SEM is a great tool to manage your online reputation. BUT ORM goes beyond SEM!!!

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B2Win: Managing Brands’ Online Reputations (Press Release)

27 06 2008

B2Win logoBrussels, 27 June 2008 — B2Win (www.b2win.be), an independent Press Relations (PR) agency, has just launched an Online Reputation Management service (ORM – https://onlinereputationmanagement.wordpress.com/). Centred on the online monitoring and protection of client companies’ reputations, the service’s originality lies in the firmly innovative approach it offers to marketeers in this field.

Regardless of which ORM solution best suits the specific needs of a business, B2Win can take charge of the 3 e-Reputation phases: the monitoring of the buzz; the analysis of the results; and the actions aimed at stimulating the client’s Web presence or influencing users’ perceptions.

Because you can no longer afford to overlook one key fact: while a large majority of consumers still buy offline, they nevertheless connect to the Internet to carry out research, read test results and consult the opinions of other users. And due to the growing number of web 2.0 applications (like blogs, wikis, RSS streams, forums, social networking sites, etc.) whereby information can be rapidly posted on the Net, indexed by search engines and picked up on by the traditional media, it is a phenomenon that’s rapidly gathering momentum. It’s essential therefore that company bosses listen actively to what’s circulating online.

“For over a decade now, I’ve been managing the reputation of companies in the media and, these days, there’s no denying that the world of the media and the Internet are becoming significantly intertwined,” explains Valérie Léonard, B2Win’s Managing Director and PR Consultant. “The creation of our ORM service is consequently a logical step for an agency such as B2Win, especially as we’ve historically specialised in the IT and Internet sector.”

Download the full version (in English, French or Dutch) here