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ORM Project Management Presentation Pubcon 2009
 

ORM Project Management Presentation Pubcon 2009

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My Presentation Deck for the Online Reputation Management session at PubCon 2009 in Vegas. The focus of the presentation is ORM Project Management.

My Presentation Deck for the Online Reputation Management session at PubCon 2009 in Vegas. The focus of the presentation is ORM Project Management.

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    ORM Project Management Presentation Pubcon 2009 ORM Project Management Presentation Pubcon 2009 Presentation Transcript

    • Reputation Management Project Management Presented by: John Carcutt
    • Lets Talk About the Clients!
        • A Typical ORM Client Profile
        • Upset, Angry, Frustrated
        • Stressed or Panicked
        • Loosing Money/Business
        • Needs Immediate Resolution
    • Because Angry, Frustrated, Panicked and in a Hurry is Everyone’s Dream Client
    • Be Brave. Be Prepared. Have a Plan.
        • A Well Managed ORM Project will Make all the Difference
        • Build Confidence
        • Create a Solid Foundation
        • Set Proper Expectations
        • Communication Structure
    • Confidence Will Calm the Wild Beast.
        • The Client Already Trusts You
        • Trust can be Faith Based
        • Confidence is Experience Based
        • More Confidence = Less
    • Be Their Light at the End of the Tunnel.
    • ORM Foundation: Target Term(s)
        • Where is the Problem?
        • The Clients Observations
        • Variations on Terms
        • Capitalization?
        • ORM Longtail Issues?
    • Capitalized Lowercase
    • Capitalized Lowercase
    • Capitalized Lowercase
    • ORM Foundation: Target Term(s)
        • Where is the Problem?
        • The Clients Observations
        • Variations on Terms
        • Capitalization?
        • ORM Longtail Issues?
    • ORM Foundation: Get Focus
        • Personal vs. Brand ORM
        • Different Strategies
        • Different Motivators
        • Client Involvement Changes
    • ORM Foundation: Get Focus
    • ORM Foundation: Get Focus
        • Personal vs. Brand ORM
        • Different Strategies
        • Different Motivators
        • Client Involvement Changes
    • ORM Foundation: Set Parameters
        • Incorporate Client Considerations
        • Legal/Personal Restrictions
        • Client Participation Levels
        • Editorial/Branding Considerations
        • Content Creation & QC
    • ORM Expectations: Agree on Scope
        • Which Properties are Involved
        • Select Specific Engines
        • How Many Positions Deep
        • Plan for Modifications
        • Agree Prior to Initiation
    • ORM Expectations: Listing Assessment
        • Which Listings are Involved?
        • Define Listing Types
          • Positive
          • Neutral
          • Negative
        • Classify Existing Baseline
    • ORM Expectations: Timeframe
        • “ When will it all be better?”
        • Educate on Timeliness Factors
          • Position of Negative Listing(s)
          • Strength of Negative Listing(s)
          • Budget Considerations
        • Give Your Best Estimate
    • ORM Expectations: SERP Evaluation     Positive     Negative     Positive     Neutral     Neutral     Negative     Positive     Positive     Neutral     Neutral     Positive     Neutral     Positive     Negative     Neutral     Negative     Negative     Negative     Negative     Negative
    • Communication: Ongoing
        • Staying in Touch
        • Some clients want to know everything that’s going on
        • Participation Channels
        • Adhoc Questions & “Emergencies”
    • Communication: Reporting
        • Showing the Results
        • Clients check SERPs more than you do
        • Monthly Reports about showing activity and results.
        • Base off of Benchmark SERPs
    • In Closing: 3 Take-Aways
        • Your client needs to be confident your in control.
        • Agree upon & create the project foundation & clear expectations at the beginning.
        • Consistent ongoing communication and reporting is critical.
    • Thank You John Carcutt, SEO Manager at MediaWhiz @JohnCarcutt [email_address] www.MediaWhiz.com 866-477-5600