Step wise guidelines for setting up Online Reputation Management for your Clients. The presentation is designed for Digital media agencies serving brands and managing their social media.

1. www.simplify360.com
Guidelines for Setting
up ORM service for
your Clients.
Designed for Agencies

2. Introduction to ORM
Online Reputation Management is a process of monitoring the web
for negative sentiments and threats toward the brand. These could
be bad reviews being posted on review sites or complaints being
posted on social networking sites like Facebook, Twitter and
YouTube.
Brand sentiments on web has a strong impact on the business.
There are many cases recorded where a business has lost millions
of dollars due to a single negative complaints. One of the recent
example of Maggi could be a strong demonstration of the
importance of online reputation management.
In this document we will guide you through process of setting up a
command center to execute ORM for your clients.
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3. Step 1: Prerequisite
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• You need to have a software platform that can
monitor across the web using brand keywords or
brand channels.
• You need to have a dedicated ORM team who
can use the software to respond to negative
complaints and prepare reports.

4. Step 2: Client’s
Requirements
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• Discuss with your Client to understand what do
they want to achieve through ORM services.
• Client’s have different priorities based on which
their ORM strategy needs to be defined. Below
are 3 general types of ORM services which
clients are looking for:
 Discover negative sentiments to take early actions and
mitigate them.
 Address Customer’s grievance/queries and setup social
media as support channels.
 Make records of all the negative complaints and prepare
insightful reports.

5. Step 3: Defining Deliverables
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• Once the client’s requirement is understood, you need
to prepare a detailed deliverables along with KPIs to
meet Client’s expectancy. This is very important as it
will define your resources and pricing for the overall
service.
• Following are the general deliverables:
Sending Email Alerts on new negative reviews/comments to
concerned Stakeholders.
Responding to complaints or queries on Twitter and Facebook within
defined SLA (30 minutes or less)
Following up with Support Team to resolve the Customer’s
complaints/queries.
Sending ORM reports with defined metrics (Daily, Weekly or Monthly
as required)

6. Most clients would demand for unrealistic deliverables like
reducing the negative conversations with time, or removing
negative complaints from the web. These kinds of deliverables
cannot be guaranteed and should not be promised.
You should put your performance based on timely response and
reporting of the queries. Our experience have shown than once
the brand starts actively responding to complaints on Twitter or
Facebook, the volume of queries increases rather than
decrease. This happens because more customers become
aware that their queries get resolved on social media.
The main goal of the ORM service is to identify, address the
complaints/queries and provide feedback to the client.
Note: WORDS OF CAUTION
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7. Step 4: Defining Resources
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• After defining deliverables along with the KPIs from the
client, it is time to allocate resources for the project.
• Key resource allocation methods:
Number of hours per day and week your ORM team will be
working for. Eg (8AM-8PM All days, 24/7 engagement of ORM
team)
Number of dedicated and shared team members who would be
working for the project. Eg (If its 24/7 you will need 5/6
members working at various shift through out the week.) If your
clients want faster response time your resource count will
increase to deliver such SLAs.
Social CRM platform (like Simplify360) which will allow you to
monitor brand conversations across the web and enable your
ORM team to respond, collaborate and prepare reports.

8. The size of your teams, working hours and software
requirement varies along with the type of Clients which you
have and their requirement.
Following are the key drivers of resources:
• The number of negative mentions the client receives daily. If this is
high, it means you need more team members working, whereas if it
is less than even shared resources can deliver the project. It will also
impact the cost of the software platform as most CRM platforms are
priced based on number of users and conversations.
• The response time SLA defined by the client. If the client wants a
faster response time than you need to allocate more than 2
members to monitor the client’s conversations.
• Frequency and number of reports to be delivered. If the client
requests for daily reports and frequent ad hoc reports than you will
need more people working on the project.
Note: Factors Affecting Resources
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9. Step 5: Setting Up Software
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• After all the requirements have been gathered from the clients
and the deliverables are finalized, it is time to set-up software
to start monitoring brand conversations.
• There are two aspect of software setup for ORM:
 Keywords and Channel Setup
• Prepare the variation of brand keywords that will need to be
monitored.
• List down all the owned social media channels (Twitter,
Facebook, LinkedIn, Google Plus, YouTube for the brand.)
 Users and Workflow Setup
• Allocate the number of agents and admin.
• Setup rules for automatic assignment and alerts of
complaints/queries.
• Create list of response templates confirmed by the client.
• Create Case Form that needs to be filled by Agents.

10. Step 6: Final Kick Off
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• Once every thing is in place, kick off the response, or reporting
or email alerts task.
• If your ORM team is responding to complaints and queries,
take it slow in first 1 week and test the water. Once the team is
comfortable with the interaction, ramp up the speed to the
mark to required response time.
• After the first month, gather your team to prepare a
consolidated reports on the learning and share them with your
client. During this period you can suggest any changes or
recommendation to the client which can be implemented.
• ORM is a iterative process, hence ever month the team needs
to analyze the monthly activities internally and discuss the
new findings which can be shared with the client and optimize
your ORM process.

11. Model A
Models of
ORM Solutions
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Model B Model C
Listening to customer’s grievance
and queries and responding to
them in minimum time by 24 X 7.
Generating real time dashboards,
daily, weekly & monthly reports.
Listening to customer’s grievance
and queries but not taking any
action on it.
Sharing daily grievance report to
the brand team for resolution. Or
also sending email alerts as it
happens.
Listening to customer’s grievance
and queries and but responding to
them without any standard SLA.
Generating daily, weekly &
monthly reports.

12. The model is chosen based on two important parameters
VOLUME and PRIORITY.
If a brand is looking to create better customer satisfaction
by being able to respond to grievances and queries
quickly than Model A is the best fit.
But if the brand is not concerned about the satisfaction
and would simply want to address selective grievances
than Model B is the best fit.
For brand who would simply want to listen to the
complaints and view reports Model C is the best fit.
How to choose model for
your clients?
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MODEL A/C
(FMCG, Hospitals)
MODEL A
(Telecom, Airlines,
Banks, DTH,
Ecommerce etc)
MODEL B
(Realestate, Appliances,
Insurance)
MODEL B
(This model is generally not
recommended but if the
brand does not have strong
mandate, they would adopt
for it )
VOLUME
PRIORITY
HIGH
HIGH
LOW

13. The costing of the solution is based on following parameters:
• Volume of Conversations
• The higher the number of conversations to handle
the higher the cost for the solutions.
• Reporting Structures
• The usual structures includes daily, weekly and
monthly reports with standard metrics. Any
deviation would be a cost factor.
• Resource Requirement
• Resource is generally depended on the priority of
the complaints, if the brand wants 24/7 support
with near real-time response the cost would
increase based on no of agents and hours of work.
How to price the service?
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14. www.simplify360.com
Thank you.
Any queries please get in touch with our
sales representative at
contact@simplify360.com or request for
demo of ORM tool at http://bit.ly/2cGLBo9
Visit : www.simplify360.com
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