This is one of the two presentations held by Adriana Iordan, Web Marketing Manager, at the Software Industry Conference 2009, in Boston. It covers the topic of online reputation management for software authors.

1. How to Monitor and Protect Your Reputation Online Presented by:Adriana Iordan Adriana Iordan- Avangate

2. 6 facts about online reputation?Your desired image ≠ Identity of the company ≠ Your reputationThe reputation must be earned It is not controlled by the company Intangible asset, strategic differentiator The community validates your reputationIt is not the PR’s job

3. Why is online reputation important?Nielson Global Online Consumer survey April 2009Because 9 out of 10 people trust recommendations from folks they know

4. How does it work?Communications MEDIASocial MEDIAImage defined by Media OwnerBrand in controlOne way / Delivering a messageFocused on the brandCompany created contentLimited channel distributionImage defined by ConsumerConsumer in controlTwo way / ConversationsFocused on the user User Generated ContentUnlimited channel distribution

5. Where do online conversations happen?ReputationFORUMS/NEWSGROUPSMICROBLOGSTwitter: 17 million visiitors in april 2009VIDEO SHARINGYouTube 100 million viewers (Feb 2009)Conversation- Google -SOCIAL NETWORKSWIKISFacebook: 250 million Wikipedia: 65 million visitors(Jan 09)SOCIAL MEDIA NEWSAGGREGATORSPHOTO SHARINGMAINSTREAM MEDIABLOGS

6. Getting StartedWho 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 mediaPrepare your reputation assetsSet your goals & metricsImplementation (Google Reader, Google Analytics, WordPress, ORM tools, ORM policy)

7. What online reputation is not. Dibert version

8. Basic Listening ToolsFree tools to monitorEmail: Google Alerts, Yahoo Alerts, SocialMention Alerts, TweetBeepCustomized RSS:Google Blog Search, Technorati, BoardTracker, Search.Twitter.com, Digg

9. MonitorThis – monitor across 20 search engine feeds

10. Keotag.com

11. Custom search engine: RollyoPaid tools: Trackur.com / Radian6.com

12. What to monitorCompany & Products namesWebsite URL / blogsEmployees names (execs)Marketing taglineIndustry communitiesCompetitionBusiness Partners & ClientsCopyright & trademarksPaid Advertising AdsProducts, Company brand and Competition

13. Dominate brand SERPsTactics for SERP resultsApproach the webmaster / bloggerHosted Content – Leverage Universal Search (YouTube Channel, Twitter, Page Profiles) – create content with brand equityDomains & sub-domains & Blogs & micro-sitesNews, images, shoppingLinking to profilesCheck Wikipedia mentionsPR news – PRWeb, BusinessWireLesson learned

14. Conversation examplesCrack, keygen, serial, keyTwitter

15. Basic rules on New Media MarketingBasic rules of Online ReputationTransparency & authenticityLearn to listen, react quicklyEmbrace the blogosphere and build relationships before something negative appearsInvolve all the departments from your companyEncourage the conversationsTry to add value to your industry and communityConnect with the influencers / help them find youCreate content and products worth talking aboutCustomer service, product development is marketing“Build communities” instead of “doing communications”

16. ConclusionImmediate actions to take:Listen to online conversations as they are the foundations of your online reputationUse an RSS Reader and subscribe to “vanity” feedsStart a free company or personal blog / micro-bloggingCheck the search results in Google, Yahoo, Bing on your branded keywordsCheck your website content!

17. We sell software online. We've been doing it for the last 17 years.Connect with me!Adriana IordanWeb Marketing Manager– AvangateEmail: adriana.iordan@avangate.comTwitter: @adriana_iordanAvangate Digest Newsletter:http://www.avangate.com/newsletter