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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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Transcript

  • 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 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
  • 3. Why is online reputation important?
    Nielson Global Online Consumer survey April 2009
    Because 9 out of 10 people trust recommendations from folks they know
  • 4. 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
  • 5. 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
  • 6. 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)
  • 7. What online reputation is not. Dibert version
  • 8. 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
    • 9. MonitorThis – monitor across 20 search engine feeds
    • 10. Keotag.com
    • 11. Custom search engine: Rollyo
    Paid tools: Trackur.com / Radian6.com
  • 12. 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
  • 13. 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
  • 14. Conversation examples
    Crack, keygen, serial, key
    Twitter
  • 15. 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”
  • 16. 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!
  • 17. 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

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