"Online Brand and Reputation Management" - Steve Taraborelli (UDR) - 2009 AIM Conference


Published on

Your company brand means something and is worth a lot online. Did you know that other websites may be using your website content and corporate identity which can dilute your brand and the online equity?

Steve Taraborelli, Vice President of Marketing at UDR presents on why and how the brand erosion is happening, and outline how it can impact lease volume. Steve also presents tips and tricks on what you can do to minimize the brand erosion damage.

Published in: Real Estate, Technology, Business

"Online Brand and Reputation Management" - Steve Taraborelli (UDR) - 2009 AIM Conference

  1. 2. This is not about…
  2. 3. Online Brand Protection Monitoring Who is (mis)using your website content It’s about…
  3. 4. It’s About Managing Your Online Digital Assets Brand - Website page copy - Pricing - Graphics - Trademarked logos - Trademarked corporate name(s)
  4. 5. - Ford Division Sales & Marketing - IT Sales & Service - Owner Loyalty - Brand Management - Franchising - Business Management
  5. 6. <ul><li>Global eBusiness Manager - 35 Countries - Developed W.W. Online Shopping Cart </li></ul><ul><li>Internet marketing/SEO/SEM - Patent filed by Sun on SEO invention </li></ul>
  6. 7. - V.P. Sales & Marketing - Website Architecture - Online/Offline Marketing - Lead Stream/Sales Pipeline
  7. 8. “ Auto manufacturers spend a lot of time getting the sound of the car door slamming just right. A satisfying “thunk” is indicative of the whole user experience.”
  8. 9. Your website content is the “thunk.”
  9. 10. Brand Dilution – improper use of logos, trademarks, content, etc. Diversion of Traffic – paid advertisements using your brand to divert traffic to another site. SEO Placement – use of brand names in html, hidden text and visible text - purchase of trademark as keyword on search engines PPC Online Classified Ads – Bogus Craigslist ads that looks like yours but it’s designed to generate clicks into their Google Ad Sense website to generate revenue for them…not you. What Happens Online With Your Brand
  10. 11. UDR’s Right of First Refusal UDR, Inc has a “right of first refusal” clause that an ILS must seek UDR’s approval to distribute UDR’s content to non-owned ILS websites that would compete against UDR’s website content. UDR doesn’t want to have 3 rd party websites cannibalize our apartment traffic and leads and then at the end of the year, UDR ends up paying higher ad rates for the privilege of being cannibalized . Layman’s Overview
  11. 12. UDR’s Right of First Refusal Limited License . Owner hereby grants Locator a non-exclusive, limited license to receive, possess, use and disseminate the apartment advertisement and other information of Owner provided by Owner in advertising requests, and for the limited purposes of and in accordance with this Agreement. Owner retains all right, title, and interest in and to its information, which includes, without limitation, Owner’s intellectual property, trade and service marks, copyrighted materials, photographic materials, property information, Prospect and Lead information, and all other business information and property (collectively “Owner Information”). Except for advertising on its websites as described hereunder, Locator will not provide, transmit, or disclose any Owner Information, including without limitation Owner’s property, Prospect, and Lead information, to any third party for any purpose whatsoever without Owner’s prior written permission. Locator will take all commercially reasonable actions necessary to prevent the theft of Owner’s Information from Locator’s operations, and will cooperate with Owner to prevent and remedy any misappropriation or misuse of Owner’s Information in connection with Locator’s advertising. The Legalize
  12. 13. Simple phone/email communication Cease and desist letter – to “stop” doing it Digital Millennium Copyright Act - shut down website/webpages - fines up to $150,000 for each infraction Enforcement Actions
  13. 14. Digital Millennium Copyright Act The Digital Millennium Copyright Act (DMCA) Generally, you are infringing copyright if you download or store copyrighted materials on your computer without the permission of the copyright owner, unless fair use or another exemption under copyright law applies. Source: www.dmca.harvard.edu Statutory Damages The copyright owner may elect, at any time before final judgment is rendered, to recover, instead of actual damages and profits, an award of statutory damages for all infringements…in a sum of not less than $750 or more than $30,000 as the court considers just. In a case where the copyright owner sustains the burden of proving, and the court finds, that infringement was committed willfully, the court in its discretion may increase the award of statutory damages to a sum of not more than $150,000. Source: Copyright.gov
  14. 15. Why Should You Monitor?
  15. 16. You spend hundreds of thousand of dollars to develop your site content You spend 5 to 6 figures to advertise your site You hire people to maintain and manage your site
  16. 17. Your community photography becomes dated Your prices becomes old Your community content becomes old Then somebody/entity steals your content to make money
  17. 18. - wrong prices - old or wrong photos - outdated written content Is this the online image you want?
  18. 19. Then why let other websites steal your content, your image and your brand identity?
  19. 20. You get the headaches and they get the money
  20. 21. – Hurting your online brand with their actions - Diverting your brand click to someone else’s - Good Article on this Subject “Should Ad Networks Pay Publishers For Stolen Content?” source: www.techcrunch.com http://tinyurl.com/c3k7ru 3 rd Party Websites – affiliates/AdSense
  21. 22. Examples
  22. 23. HTML Brand Hijacking - Divert Search Engine Clicks
  23. 24. Corporate Name Trademark Infringement to Divert Clicks
  24. 25. https://services.google.com/inquiry/aw_tmcomplaint
  25. 26. Craigslist Ad to 3 rd Party Website for AdSense Clicks
  26. 27. Diluting Your Content, Losing Clicks and Losing Prospects
  27. 28. How to Monitor What Is Going On
  28. 29. Google Alerts Google.com/alerts
  29. 30. Google.com
  30. 31. Copyscape.com
  31. 32. Tynt.com
  32. 33. Attributor.com
  33. 34. Attributor.com
  34. 37. 3rd Party Site – Wrong Prices 3 rd Party Site UDR.com
  35. 39. Q&A
  36. 40. A Parting Thought About Social Media “ Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done, there is surprise it’s not better.” Avinash Kaushik – Analytics Evangelist, Google