How to Monitor and Protect Your Reputation Online
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How to Monitor and Protect Your Reputation Online

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This presentation presents how software companies worldwide can have a smart online reputation strategy . This presentation was held by Adriana Iordan, Web Marketing Manager, at the European Software ...

This presentation presents how software companies worldwide can have a smart online reputation strategy . This presentation was held by Adriana Iordan, Web Marketing Manager, at the European Software Conference (ESWC) 2009, in Berlin.

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    How to Monitor and Protect Your Reputation Online How to Monitor and Protect Your Reputation Online Presentation Transcript

    • How to Monitor and Protect Your Reputation Online
      Presented by:
      Adriana Iordan
      Avangate
    • 6 facts about online reputation?
      Your desired image ≠ Identity of the company ≠ Your reputation
      The reputation must be earned
      It is not controlled by the company
      Intangible asset, strategic differentiator
      The community validates your reputation
      It is not the PR’s job
    • Why is online reputation important?
      Nielson Global Online Consumer survey April 2009
      Because 9 out of 10 people trust recommendations from folks they know
    • Where do online conversations happen?
      Reputation
      FORUMS/NEWSGROUPS
      MICROBLOGS
      Twitter: 17 million visiitors in april 2009
      VIDEO SHARING
      YouTube 100 million viewers (Feb 2009)
      Conversation
      - Google -
      SOCIAL NETWORKS
      WIKIS
      Facebook: 250 million
      Wikipedia: 65 million visitors
      (Jan 09)
      SOCIAL MEDIA NEWS
      AGGREGATORS
      PHOTO SHARING
      MAINSTREAM MEDIA
      BLOGS
    • Getting Started
      Who cares/talks about you
      communities / customers / press / industry leaders / employees / business partners / competitors
      Check the perception on your company:
      search engines, customer surveys, vertical search channels, social media
      Prepare your reputation assets
      Set your goals & metrics
      Basic Implementation (Google Reader, Google Analytics, WordPress, ORM tools, ORM policy)
    • What online reputation is not. Dibert version
      Don’t fake positive opinions
    • Own your brand
    • Basic Listening Tools
      Free keyword based tools to monitor
      Email:
      • Google Alerts, Yahoo Alerts, SocialMention Alerts, TweetBeep
      Customized RSS:
      • Technorati, BoardTracker, Search.Twitter.com, FriendFeed
      • MonitorThis – monitor across 20 search engine feeds
      • Keotag.com
      Visual tools: Spezify.com / Addictomatic.com
      Paid tools: Trackur.com / Radian6.com / Onalytica / BuzzLogic
    • What to monitor
      Company & Products names
      Website URL / blogs
      Employees names (execs)
      Marketing tagline
      Industry communities
      Competition
      Business Partners & Clients
      Copyright & trademarks
      Paid Advertising Ads
      Products, Company brand and Competition
    • Dominate brand SERPs
      Tactics for SERP results
      Approach the webmaster / blogger
      Domains & sub-domains & Blogs & micro-sites
      Hosted Content – Leverage Universal Search (YouTube Channel, Twitter, Page Profiles) – create content with brand equity
      Brand + problems, support, scam, review, crack, complaints..
    • Dominate brand SERPs
      News, images, shopping
      Linking to profiles
      Check Wikipedia mentions
      PR news – PRWeb, BusinessWire
      Social network accounts with specific keywords
      Lesson learned
    • Conversation examples
      Crack, keygen, serial, key
      Twitter
    • Basic rules on New Media Marketing
      Basic rules of Online Reputation
      Transparency & authenticity
      Learn to listen, react quickly
      Embrace the blogosphere and build relationships before something negative appears
      Involve all the departments from your company
      Encourage the conversations
    • Basic rules on New Media Marketing
      Try to add value to your industry and community
      Connect with the influencers / help them find you
      Create content and products worth talking about
      Customer service, product development is marketing
      Online reputation monitoring is not only for companies like Dell 
    • Conclusions
      Immediate actions to take:
      Listen to online conversations as they are the foundations of your online reputation
      Use an RSS Reader and subscribe to “vanity” feeds
      Start a free company or personal blog / micro-blogging
      Check the search results in Google, Yahoo, Bing on your branded keywords
      Check your website content!
    • We sell software online. We've been doing it for the last 17 years.
      Connect with me!
      Adriana Iordan
      Web Marketing Manager– Avangate
      Email: adriana.iordan@avangate.com
      http://www.twitter.com/adriana_iordan
      Avangate Blog:
      http://blog.avangate.com