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Online Reputation Management for Software Authors

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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 ...

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.

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    Online Reputation Management for Software Authors Online Reputation Management for Software Authors Presentation Transcript

    • How to Monitor and Protect Your Reputation Online
      Presented by:
      Adriana Iordan
      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
    • How does it work?
      Communications MEDIA
      Social MEDIA
      Image defined by Media Owner
      Brand in control
      One way / Delivering a message
      Focused on the brand
      Company created content
      Limited channel distribution
      Image defined by Consumer
      Consumer in control
      Two way / Conversations
      Focused on the user
      User Generated Content
      Unlimited channel distribution
    • 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
      Implementation (Google Reader, Google Analytics, WordPress, ORM tools, ORM policy)
    • What online reputation is not. Dibert version
    • Basic Listening Tools
      Free tools to monitor
      Email:
      • Google Alerts, Yahoo Alerts, SocialMention Alerts, TweetBeep
      Customized RSS:
      • Google Blog Search, Technorati, BoardTracker, Search.Twitter.com, Digg
      • MonitorThis – monitor across 20 search engine feeds
      • Keotag.com
      • Custom search engine: Rollyo
      Paid tools: Trackur.com / Radian6.com
    • 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
      Hosted Content – Leverage Universal Search (YouTube Channel, Twitter, Page Profiles) – create content with brand equity
      Domains & sub-domains & Blogs & micro-sites
      News, images, shopping
      Linking to profiles
      Check Wikipedia mentions
      PR news – PRWeb, BusinessWire
      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
      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
      “Build communities” instead of “doing communications”
    • Conclusion
      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
      Twitter: @adriana_iordan
      Avangate Digest Newsletter:
      http://www.avangate.com/newsletter