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7 Steps to a Stellar
Online Reputation
    Presented by Andy Beal
Who is this guy?
•   Internet marketing consultant:
    •   Online reputation management
    •   Search engine marketing
 ...
What You’ll Learn
• What is Online Reputation
  Management?
• The Seven Step Action Plan
 1. Identify your stakeholders
 2...
What is ORM?
People Are Talking
•   52% of individuals put their trust in what
    others have to say about your reputation
•   87% of ...
What’s Changed?
• Marketing and PR are no longer a one
  way monologue
• Your customers are discussing your
  reputation u...
7 Step Action Plan
1




Identify your
stakeholders
Look Who’s Talking
•   Identify all of your stakeholders
•   Customers
    •   First time customers - what are their
     ...
•   Centers of influence

    •   Communities such as LinkedIn,
        ePinions, and TripAdvisor

•   Detractors

    •  ...
2




Conduct a reputation
      audit
Surveys
• Ask your customers to evaluate your
  reputation
 • A complex survey
 • A single question: “Would you
    recomm...
Online Audit
• Company channels such as e-mails,
  comment forms, and customers service
• Online ratings
 • Retailer ratin...
• Your Google reputation
 • Search for your company name,
   brands, and executives

 • Vertical search channels such as
 ...
Google
Sentiment
 google.com
• Multimedia content
 •   How many views and the number and
     sentiment of comments

 •   YouTube and Flickr

• Social ...
Technorati
  Links
 technorati.com
• Web site popularity
 •   Visitors and referral data
 •   Number of external links
     •   siteexplorer.search.yahoo.com...
3




Improve your online
      assets
Spring Cleaning
•   Your own web site
    •   Up to date?
    •   Bios, corporate info, and stock images
    •   White pap...
Social Press
           Releases
•Links to multimedia
content

•Social
bookmarking links

•RSS feed for
company press
room...
• A company blog
 • Executive, team, updates, or crisis
    only blog
 • Build your thought leadership, engage
   customer...
4




Determine your goals
Goals?
• What is your desired outcome?
 • Improve a tarnished reputation?
 • Raise the profile of your CEO?
 • Increase aw...
5




Craft your strategy
Your Objectives?
• Create a company blog
• Develop social networking profiles
• Set up online monitoring system
• Compile ...
Example
•   Strategy: Build a highly differentiated thought
    leadership niche online.
•   Objectives for the next 12 mo...
6




Implement your plan
How?
• What tools will you need?
 • Google Reader for RSS
 • WordPress for company blog
 • Google Analytics for Web stats
...
• What policies and procedures will you
  use?

 • Who will collect and act on data?
 • Who will monitor social media?
 • ...
Radically Transparent
    Blogging Guidelines
1. Always be honest and tell the truth
2. Clearly explain your intentions, w...
6. Don’t delete comments left by readers
7. Respond to emails and blog comments
8. Respect the opinions of others, even wh...
7




Monitor and repair
Monitor
• Early awareness is crucial
• Use freely available tools to monitor
  80%
• Email?
 • Google Alerts
• RSS?
 • Tec...
Email Alerts
 google.com/alerts
Mainstream
  Media
 news.google.com/
Forums
boardtracker.com
Outsource
Monitoring?
    Trackur.com
  Converseon.com
buzzm.worldbank.org
Prepare
•   Plan now for a reputation crisis
    •   Who is on your crisis team? List their names,
        titles, and all...
Repair
1. Check the facts
2. Determine the impact
3. Bring together trusted counsel
4. Understand your detractor
5. Decide...
Three Little Words

•Sincerity
•Transparency
•Consistency
Thank You

• Andy@MarketingPilgrim.com
• 919-816-2106
• Twitter.com/andybeal
7 Steps to a Stellar Online Reputation
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7 Steps to a Stellar Online Reputation

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  • Very informative presentation.
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  • Charma emailed this to us and we agree with him, this was really great! Thanks. http://www.autographcity.com/autographed_baseball_bats_c_26.html
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  • Awesome! We have like zero reputation now, this has been great.

    http://www.trueroyalblue.com
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Transcript of "7 Steps to a Stellar Online Reputation"

  1. 1. 7 Steps to a Stellar Online Reputation Presented by Andy Beal
  2. 2. Who is this guy? • Internet marketing consultant: • Online reputation management • Search engine marketing • Business blog development and promotion • Social media marketing • Editor/Founder MarketingPilgrim.com • Coauthor of reputation management book “Radically Transparent” • Trackur.com for reputation monitoring
  3. 3. What You’ll Learn • What is Online Reputation Management? • The Seven Step Action Plan 1. Identify your stakeholders 2. Conduct a reputation audit 3. Evaluate your online assets 4. Determine your goals 5. Craft your strategy 6. Implement your plan 7. Monitor and repair
  4. 4. What is ORM?
  5. 5. People Are Talking • 52% of individuals put their trust in what others have to say about your reputation • 87% of consumers look at the reputation of your CEO, when judging your company's reputation • 59% of hiring managers are influenced by your online reputation
  6. 6. What’s Changed? • Marketing and PR are no longer a one way monologue • Your customers are discussing your reputation using the Web • Identify, listen, and engage your stakeholders • A single negative blog post can spark a reputation crisis
  7. 7. 7 Step Action Plan
  8. 8. 1 Identify your stakeholders
  9. 9. Look Who’s Talking • Identify all of your stakeholders • Customers • First time customers - what are their expectations and how do you retain them? • Repeat customers - how do you keep them happy? • The Press • Traditional journalists • Citizen journalists and bloggers • Industry opinion leaders
  10. 10. • Centers of influence • Communities such as LinkedIn, ePinions, and TripAdvisor • Detractors • Disgruntled employees • Competitors • Legitimate complaints
  11. 11. 2 Conduct a reputation audit
  12. 12. Surveys • Ask your customers to evaluate your reputation • A complex survey • A single question: “Would you recommend us to a friend or colleague?”
  13. 13. Online Audit • Company channels such as e-mails, comment forms, and customers service • Online ratings • Retailer ratings on BizRate.com • Customer reviews on CitySearch.com • Where your customers hang out
  14. 14. • Your Google reputation • Search for your company name, brands, and executives • Vertical search channels such as news, blogs, and video • Sentiment analysis
  15. 15. Google Sentiment google.com
  16. 16. • Multimedia content • How many views and the number and sentiment of comments • YouTube and Flickr • Social relevance • Links on Technorati, votes on Digg, and friends on MySpace • Number of social bookmarks on del.icio.us and Reddit
  17. 17. Technorati Links technorati.com
  18. 18. • Web site popularity • Visitors and referral data • Number of external links • siteexplorer.search.yahoo.com • Individual profiles • CEO, executives, and spokespersons • Zoominfo.com, HealthGrades.com, and RateMyProfessors.com
  19. 19. 3 Improve your online assets
  20. 20. Spring Cleaning • Your own web site • Up to date? • Bios, corporate info, and stock images • White papers, testimonials, and multimedia • Your online press room • Social media optimized press releases
  21. 21. Social Press Releases •Links to multimedia content •Social bookmarking links •RSS feed for company press room shiftcomm.com/downloads/smprtemplate.pdf
  22. 22. • A company blog • Executive, team, updates, or crisis only blog • Build your thought leadership, engage customers, and reach journalists • Search engine optimization (SEO) • Optimize web content for your reputation-building keywords
  23. 23. 4 Determine your goals
  24. 24. Goals? • What is your desired outcome? • Improve a tarnished reputation? • Raise the profile of your CEO? • Increase awareness of new products? • Attract new clients? • Find a better job???
  25. 25. 5 Craft your strategy
  26. 26. Your Objectives? • Create a company blog • Develop social networking profiles • Set up online monitoring system • Compile reputation crisis plan • Improve your search engine sentiment
  27. 27. Example • Strategy: Build a highly differentiated thought leadership niche online. • Objectives for the next 12 months: 1. Add 3 white papers to the company site for visitor download. 2. Answer 5 questions a month at Yahoo!Answers. 3. Review 2 books a month in my field on Amazon.com. 4. Identify 20 important blogs in my industry and subscribe to the RSS feeds. Read them daily. 5. Display my expertise and add value to the social media by commenting on at least 5 blogs a month and editing a Wikipedia article.
  28. 28. 6 Implement your plan
  29. 29. How? • What tools will you need? • Google Reader for RSS • WordPress for company blog • Google Analytics for Web stats • Trackur.com for reputation monitoring
  30. 30. • What policies and procedures will you use? • Who will collect and act on data? • Who will monitor social media? • Who will manage blog and social networking content? • Who has authority to respond?
  31. 31. Radically Transparent Blogging Guidelines 1. Always be honest and tell the truth 2. Clearly explain your intentions, who you work for, and who you are 3. Make sure your writing is accurate, high quality, and spell checked 4. Be honest about any mistakes you make and correct them promptly 5. Never delete a blog post
  32. 32. 6. Don’t delete comments left by readers 7. Respond to emails and blog comments 8. Respect the opinions of others, even when disagreeing 9. Link to original sources of information 10. Always disclose conflicts of interests or business relationships
  33. 33. 7 Monitor and repair
  34. 34. Monitor • Early awareness is crucial • Use freely available tools to monitor 80% • Email? • Google Alerts • RSS? • Technorati, Google News, BoardTracker
  35. 35. Email Alerts google.com/alerts
  36. 36. Mainstream Media news.google.com/
  37. 37. Forums boardtracker.com
  38. 38. Outsource Monitoring? Trackur.com Converseon.com buzzm.worldbank.org
  39. 39. Prepare • Plan now for a reputation crisis • Who is on your crisis team? List their names, titles, and all contact numbers • Who is your online media spokesperson? • Who will be your advisors, for seeking counsel before reacting to a crisis? • Who are your key offline/online stakeholders needing information during a crisis? • Do you have a crisis-blog ready for deployment?
  40. 40. Repair 1. Check the facts 2. Determine the impact 3. Bring together trusted counsel 4. Understand your detractor 5. Decide on the appropriate response 6. Host the conversation 7. Continue to monitor
  41. 41. Three Little Words •Sincerity •Transparency •Consistency
  42. 42. Thank You • Andy@MarketingPilgrim.com • 919-816-2106 • Twitter.com/andybeal
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