ORM (Online Reputation Management) is the practice of shaping public perception of an organization by publishing information online in all the right places.

This training provides a deep dive into Online Reputation Management and Social Media Marketing and Networking for Reputation Managers, and PR, Communications and Marketing Practitioners.

The field of Social Media is an experiential marketing landscape with rapid changes, all of which has tremendous importance for effective Reputation Management in any organization. Internationally there is also a convergence between the fields of Marketing and Communication into an integrated discipline.

Reputation Managers and PR, Communications and Marketing Practitioners need to understand this convergence and how it influences their roles and responsibilities. Social Media provides the edge.

Techniques such as content generation and storytelling have become key tools in Social Media campaigns.

The training provides a deep dive into Social Media, Social Media Marketing and Networking and its impact on the role of the Reputation, PR, Communications and Marketing practitioner in guiding, shaping and protecting the company’s reputation and optimizing marketing efforts.

Delegates will get a thorough understanding of the basics of how to increase their company’s social media reach, attracting clients and increasing sales.

Practitioners also need to understand the Reputation Risk dangers inherent in Social Media. The velocity with which messages flow in a “real-time” 24 hours always on news world; often catches companies by surprise. Understanding and mastering Social Media tools and techniques is crucial in this regard.

The Training Approach

Modules consist of lectures, questionnaires, checklists and group work, videos, and class discussions. After the lectures and discussions, participants will get together in groups to solve problems presented in practical case studies.

Training Outcomes

The training outcomes cover the following:

• Understanding and Mastering Social Media Tools and Techniques
• Setting up a Social Media Marketing and Networking Plan from Beginning to End
• Addressing the Principles of Online Reputation Management – understanding and protecting a company’s reputation
• Making use of Social Media including Facebook, LinkedIn and Twitter to reach influencers, thought leaders and stakeholders and position your company, yourself, your expertise and products
• Familiarize and understand Market and Stakeholder Psychology – How to create highly effective campaigns across Facebook, Twitter, Instagram, YouTube, Pinterest, LinkedIn and more
• Using tools such as a social media editorial calendar to promote a message and train brand ambassadors
• Using social media tracking and monitoring tools to evaluate social media effectiveness
• Preparing for a potential Social Media Crisis include listening and responding to audience comments in a Social Media channel without causing flaming wars and blog attacks

Who Should Attend?

• Business Continuity Managers
• PR and Corporate Communication Managers
• Risk Managers
• Disaster Recovery Managers
• Contingency Planners and Managers
• Compliance Managers
• Publicists
• Crisis Managers
• Corporate Risk Managers
• Strategy Managers
• Marketing Managers

Day One – Introduction to Social Media

• What is social media?
• What is ORM (Online Reputation Management)?
• Understanding the role and responsibilities of the Reputation, PR, Communications and Marketing practitioner as a social media professional
• Social media networking and marketing defined
• History of social media networking and marketing
• Discussing how social media marketing and communication differs from traditional marketing
• How digital technologies are transforming marketing and communications
• Distinctive properties of digital marketing: Key terms and concepts
• The digital media landscape – paid-owned-earned media, social media platforms, digital audience measurement
• Social media characteristics – Velocity, when and why messaging goes viral
• Viral marketing – Concepts, viral content development and deployment
• Digital word-of-mouth
• Addressing important media concepts: permission marketing, inbound marketing, co-creation, crowdsourcing, online consumer behavior models and digital communities

 Day Two : The Usage and Application of Social Media Tools

• Tools and their application
• How to chose appropriate social media platforms for specific purposes such as Facebook. Twitter, Google Plus, LinkedIn or Snapchat
• Blogs – How to create and optimize
• Podcasts and webinars
• Vlogs, Videos and photos
• Discussion boards, social news and question and answer sites
• Mobile computing and location-based social networks – Explanation of social networks, history of social networks
• Marketing and communication through social networks

Day Three: Online Reputation Management

• Understanding the principles of online reputation management and cyber-risks
• Protecting a company’s reputation on the web
• Social media risk and its impact on corporate reputation
• Examples of social media blunders and why they occurred
• How to prepare for a potential social media crisis
• How to listen and respond to audience comments in a social media channel without causing flaming wars and blog attacks
• Why we need social media policies – Examples and What they should cover
• Social media monitoring – History and explanation of social media monitoring
• Creating, delivering and communicating value using tools such as Google Analytics

Day Four: Content and Planning Strategy

• Target market/audience/buyer persona identification Content mission
• Choosing relevant content types
• Content development
• User generated content versus curated content
• Understanding storytelling
• Developing and managing digital and social media presence
• Optimize effective campaigns across Facebook, Twitter, Instagram, YouTube, Pinterest and LinkedIn
• Choosing relevant digital and social media platforms
• Designing user experience
• Content distribution
• Managing interactions- The interplay between social media marketing and other digital communication activities
• Search-engine optimization
• Display advertising
• Integrating digital and offline marketing activities
• Organizing digital and social media marketing activities
• Planning for Social Media Marketing:
• The Social Media Marketing Planning Cycle
• Why you need an Editorial Calendar
• The Basics of how to increase social media reach, attracting clients and increasing sales
• Goal Setting and Strategy Development – Integration of the Learning
• Developing your Social Media Plan
• Global Best Practice Lessons and Tips for the PR practitioner