Online Reputation Management Defined <ul><li>Online reputation management , or  ORM , is the practice of consistent resear...
AKA  Search Engine Image Protection (SEIP)  Also known as  Search Engine Reputation Management (SERM)
ORM partly formed from a need to manage consumer generated media (CGM)
The Cluetrain Manifesto  speaks to the ease with which one may initiate and amplify conversation online …
You need to participate, engage, communicate! </li></ul>
Google Alerts & Tweet Beep <ul><li>www.google.com/alerts
Google Alerts are your friend
Use it liberally
Learn Google search arguments </li><ul><li>“ chris abraham”
[chris abraham]
chris+abraham
chris OR abraham
chris-abraham </li></ul><li>Google Alerts provides alerts via email as well as via an RSS feed
Create alerts for products, services, and the members of your staff and competitors </li><ul><li>Google Reader, etc </li><...
Mandatory Alerts and Monitoring <ul><li>We at Abraham Harrison, LLC, don't generally do steady-state reputation monitoring
That said, we all have loads of Google Alerts set up for everything
We have recently been using SM2 by Techrigy for Social Media monitoring
Don't forget Google/Yahoo! News, Regular Search, etc! </li></ul><ul><li>Negative conversation can still start on message b...
Twitter can be like wild fire
Blogs are still powerful
Keep your eyes on the Web! </li></ul>
If You Can't Remove It, Hide It
<ul>Countermeasure: Decoys, Chaff, Flares </ul><ul><li>A  countermeasure  is a system (usually for a military application)...
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How to Protect and Defend Your Brand Reputation Online

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Hear Chris Abraham of Abraham Harrison LLC and Jay Jaffe of Jaffe Associates about how to look after your online reputation and why it is important to do so. Be sure to register now!

As the saying goes, your good name is everything. Every individual, and brand, needs to know what their online reputation is and how to protect it. When your online reputation is in disrepair, whether because of bad behavior on your, or your brand’s, part, or because of intentional attacks by competitors or someone with a grudge, you sometimes have legal recourse. But you always have tactics you can undertake online to protect your reputation.

Find out how to determine what your online reputation already is, how to promote and maintain a good reputation, and how to protect and defend it in the future. We’ll cover issues like:

* What are people saying about me online? And Why Should I Care?
* Crisis Management
* Proactive Steps to Defend Against Future Attacks
* How to activate Google and other search engines in your favor

and more.

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How to Protect and Defend Your Brand Reputation Online

  1. 1. How to Protect and Defend Your Brand Reputation Online (please us Twitter hash tag #ormd for questions) Chris Abraham President and COO cabraham @ abrahamharrison .com @chrisabraham Daniel Krueger Director of Client Services dkrueger @ abrahamharrison .com @d13vk US +1 202 657 4769 UK +44 20 8144 5671 DE +49 30 7012 5980 Site www. abrahamharrison .com Blog www. marketingconversation .com
  2. 2. Online Reputation Management Defined <ul><li>Online reputation management , or ORM , is the practice of consistent research and analysis of one’s personal or professional, business or industry reputation as represented by the content across all types of online media. It is also sometimes referred to as online reputation monitoring, maintaining the same acronym.
  3. 3. AKA Search Engine Image Protection (SEIP) Also known as Search Engine Reputation Management (SERM)
  4. 4. ORM partly formed from a need to manage consumer generated media (CGM)
  5. 5. The Cluetrain Manifesto speaks to the ease with which one may initiate and amplify conversation online …
  6. 6. You need to participate, engage, communicate! </li></ul>
  7. 7. Google Alerts & Tweet Beep <ul><li>www.google.com/alerts
  8. 8. Google Alerts are your friend
  9. 9. Use it liberally
  10. 10. Learn Google search arguments </li><ul><li>“ chris abraham”
  11. 11. [chris abraham]
  12. 12. chris+abraham
  13. 13. chris OR abraham
  14. 14. chris-abraham </li></ul><li>Google Alerts provides alerts via email as well as via an RSS feed
  15. 15. Create alerts for products, services, and the members of your staff and competitors </li><ul><li>Google Reader, etc </li></ul></ul>
  16. 16. Mandatory Alerts and Monitoring <ul><li>We at Abraham Harrison, LLC, don't generally do steady-state reputation monitoring
  17. 17. That said, we all have loads of Google Alerts set up for everything
  18. 18. We have recently been using SM2 by Techrigy for Social Media monitoring
  19. 19. Don't forget Google/Yahoo! News, Regular Search, etc! </li></ul><ul><li>Negative conversation can still start on message boards
  20. 20. Twitter can be like wild fire
  21. 21. Blogs are still powerful
  22. 22. Keep your eyes on the Web! </li></ul>
  23. 23. If You Can't Remove It, Hide It
  24. 24. <ul>Countermeasure: Decoys, Chaff, Flares </ul><ul><li>A countermeasure is a system (usually for a military application) designed to prevent sensor-based weapons from acquiring and/or destroying a target.
  25. 25. Preemptive action of countermeasures is directed to generally prevent lock-on of a threat sensor to a certain target. It is based on altering the signature of the target by either concealing the platform signature or enhancing the signature of the background, thus minimizing the contrast between the two.
  26. 26. Reactive action of countermeasures is directed toward break-lock of a threat already homing in on a certain target. It is based on the tactics of signature imitation, augmentation, or reduction.
  27. 27. One or more of the following actions may be taken to provide softkill : </li><ul><li>Reduction of signature (going stealth or going offline)
  28. 28. Augmentation of signature (decoys, chaff, ink, flares) </li></ul></ul>
  29. 29. Preemptive Countermeasures: Inoculation <ul><li>Chris Abraham Blog
  30. 30. Marketing Conversation
  31. 31. Abraham Harrison LLC
  32. 32. Twitter Page
  33. 33. Facebook Profile
  34. 34. LinkedIn Profile
  35. 35. YouTube Director
  36. 36. Flickr Profile
  37. 37. Friendster Profile
  38. 38. Jaiku Page
  39. 39. Pownce Page (RIP)
  40. 40. Tumblr Page
  41. 41. Utterli Profile
  42. 42. Friendfeed Profile
  43. 43. QIK Profile </li></ul>
  44. 44. Cleaning Up a Crime Scene <ul><li>Most clients want a clean up
  45. 45. Generally, clean ups are done after the reputation “crime” occurs
  46. 46. Sometimes, we're retained during the crime, to minimize exposure
  47. 47. Crisis management ORM campaigns are like repairing homes during a rocket attack </li></ul>
  48. 48. Dominate Your Search Results <ul><li>I have been writing chrisabraham.com since 1999
  49. 49. I have accrued 5,387 posts over time
  50. 50. Along with cabraham.com, abrahamharrison.com, marketingconversation, and a dozen social networks and aggregators (plus time, energy, work, writing, and commitment), I am well-inoculated against attack
  51. 51. So is my company
  52. 52. So is my staff
  53. 53. It's never too late </li></ul>
  54. 54. Search Engine Optimization 101: Textuality <ul><li>Search Engines only know what you feed them </li><ul><li>They are desperate for textual content </li></ul><li>Google doesn't make any logical leaps – yet
  55. 55. Make sure your language is 'bio diverse' </li><ul><li>How do your customers search? </li></ul><li>Most corporate sites are designer-built </li><ul><li>Flash, sliced graphics, bespoke CMS </li></ul><li>Architectural consistency is essential </li><ul><li>Google recognizes popular blogs and CMS sites like Wordpress & Drupal </li></ul><li>Blogs can speak in pings and trackbacks – Google loves them
  56. 56. Always use user-readable URLs </li><ul><li>http://ahllc.us/about v. http://ahllc.us/node/124 </li></ul><li>Meta tags work : meta, description, alt, title, etc
  57. 57. Pronouns are the enemy of heightened textuality </li></ul>
  58. 58. <ul><li>Google perceives the web page-by-page </li><ul><li>Associations are inferred through links
  59. 59. Sites are a collection of interlinked pages
  60. 60. Topicality and relevance are link-based </li></ul><li>Separate pages on the same site can have different PageRanks
  61. 61. A flotilla is often more powerful than a battleship
  62. 62. The “juice” you can offer and receive also textual </li><ul><li>URLs are less useful than textual links:
  63. 63. Chris Abraham Relays juice better than dropping a URL or a TinyURL or other link-shortening services </li></ul><li>Blogrolls and reciprocal linking is still a good trick after 15-years
  64. 64. Google tries its best to read the way you do </li></ul>Search Engine Optimization 101: Linking
  65. 65. <ul><li>Corporate Blogging
  66. 66. Staff Blogs and Bloggers
  67. 67. Blog & RSS Aggregation
  68. 68. Social Networking Profiles </li><ul><li>Proactively register! </li></ul><li>Cross-Posting Posts and Status Updates </li><ul><li>Tumblr
  69. 69. Ping.fm </li></ul><li>Earned Media Blogger Outreach Campaign </li><ul><li>Must have a pitch
  70. 70. Must have a story
  71. 71. Can't make bloggers do anything ! </li></ul></ul>Search Engine Optimization 701
  72. 72. Case Study: The Poor Maligned Pig
  73. 73. Each Search Engine is Very Different
  74. 74. Chum Thyself into Social Networks <ul><li>autoki.com
  75. 75. autoki.de
  76. 76. bebo.com
  77. 77. blip.tv
  78. 78. blogger.com
  79. 79. blorkut.com
  80. 80. bluedot.com
  81. 81. broadcaster.com
  82. 82. buzznet.com
  83. 83. classmates.com
  84. 84. crackle.com
  85. 85. cyloop.com
  86. 86. dandelife.com
  87. 87. del.icio.us
  88. 88. digg.com
  89. 89. en.netlog.com
  90. 90. en.sevenload.com
  91. 91. facebook.com
  92. 92. flickr.com
  93. 93. flixster.com
  94. 94. flugpo.com </li></ul><ul><li>friendster.com
  95. 95. gather.com
  96. 96. gawkk.com
  97. 97. hi5.com
  98. 98. hollywood.com
  99. 99. imdb.com
  100. 100. imeem.com
  101. 101. indenti.ca
  102. 102. jaiku.com
  103. 103. jappy.de
  104. 104. kewego.com
  105. 105. librarything.com
  106. 106. librarything.de
  107. 107. linkedin.com
  108. 108. livejournal.com
  109. 109. livevideo.com
  110. 110. login.live.com
  111. 111. lusitaniansonline.com
  112. 112. megavideo.com
  113. 113. metacafe.com </li></ul><ul><li>migente.com
  114. 114. multiply.com
  115. 115. my.opera.com
  116. 116. mychurch.com
  117. 117. mychurch.org
  118. 118. mycorners.com
  119. 119. mygrito.com
  120. 120. myspace.com
  121. 121. ning.com
  122. 122. photobucket.com
  123. 123. ping.fm
  124. 124. plazes.com
  125. 125. plurk.com
  126. 126. quepasa.com
  127. 127. rateitall.com
  128. 128. searchles.com
  129. 129. shelfari.com
  130. 130. skyrock.com
  131. 131. sonico.com
  132. 132. soundpedia.com
  133. 133. spaces.live.com </li></ul><ul><li>spanglish.ie
  134. 134. spock.com
  135. 135. stumbleupon.com
  136. 136. tabulas.com
  137. 137. tagged.com
  138. 138. takingitglobal.org
  139. 139. travbuddy.com
  140. 140. tumblr.com
  141. 141. twango.com
  142. 142. twitter.com
  143. 143. upcoming.yahoo.com
  144. 144. utterli.com
  145. 145. viddler.com
  146. 146. video.msn.com
  147. 147. video.yahoo.com
  148. 148. videos.google.com
  149. 149. vidoosh.tv
  150. 150. vimeo.com
  151. 151. vostu.com
  152. 152. vox.com
  153. 153. wamba.com </li></ul><ul><li>wordpress.com
  154. 154. xanga.com
  155. 155. xing.com
  156. 156. xuqa.com
  157. 157. yahoo.com
  158. 158. yasni.de
  159. 159. yelp.com
  160. 160. youtube.com </li></ul>
  161. 161. Domain Name Strategy <ul><li>Google indexes domain names the way it indexes page text
  162. 162. Domain names are the cheapest part of the entire online reputation game </li><ul><li>$6-$25/year, depending </li><ul><li>Registrar?
  163. 163. Private registration? </li></ul><li>Too many folks get frugal here </li></ul><li>Promotional and Defensive Domains </li><ul><li>ChrisAbraham.com
  164. 164. ChrisAbrahamSucks.com </li></ul><li>Register your products, services, and the executive staff
  165. 165. Register domains that link directly to deep site content and redirect there: </li><ul><li>AbrahamHarrisonProducts.com </li></ul></ul>
  166. 166. Every URL is Sacred <ul><li>About pigs, swine and hogs
  167. 167. Theater group
  168. 168. Children's book
  169. 169. Rugby team
  170. 170. Muppet &quot;Pigs in Space&quot;
  171. 171. Show pig site
  172. 172. BBQ site
  173. 173. Guinea Pig site
  174. 174. NIN Song
  175. 175. Local Pub
  176. 176. Pass the Pigs game
  177. 177. Potbellied Pigs
  178. 178. &quot;Pigs Anonymous&quot; site
  179. 179. Industrial pipe cleaners, called &quot;pigs&quot;
  180. 180. Card shop
  181. 181. Baseball team
  182. 182. The bay of pigs </li></ul>
  183. 183. Defensive SEO <ul><li>We'll often populate a number of domains with a number of blogs using a number of platforms – by hand over time...
  184. 184. Our job is to promote deep links that are positive and neutral and ignore negative listings
  185. 185. We'll create between 5-25+ of these “aggregator” and “boing boing” sites in order to bring attention to deep, old links
  186. 186. The goal is not to promote the sites we build
  187. 187. We only use real content
  188. 188. We promote all listings that are positive and neutral, even “off-brand” </li><ul><li>Deep search results are pretty spacey
  189. 189. “ Chris Wilson of 235 North Abraham Lane” </li></ul></ul>
  190. 190. Aggregating Positive & Neutral Content <ul><li>When we dig deep down we find deep links
  191. 191. Google has limited resources and “archives” old content
  192. 192. Excerpting deep content and deep links onto new blogs reactivates
  193. 193. We call it the “boing boing” strategy
  194. 194. “ Find content, excerpt it, make a quip, and link to source”
  195. 195. All real content </li></ul>pigsblog.wordpress.com
  196. 196. Our Own Boing Boing Blog Network <ul><li>These blogs and CMS sites are not intended to be features
  197. 197. They should be simple and you can use free templates
  198. 198. These sites should receive a full SEO treatment </li><ul><li>User-readable URLs
  199. 199. Sitemaps
  200. 200. Dynamic meta tags </li></ul><li>Use blogger, Wordpress.com, MySpace blogs, Friendster blogs, Wordpress & Drupal </li></ul>
  201. 201. Boing Boing Network <ul><li>Everything is initially done via hand
  202. 202. Drupal offers great built-in RSS aggregation tools
  203. 203. Setting up your aggregation strategy before you start blogging by hand is essential
  204. 204. Wordpress MU (multi-user) is easiest way to manage a large campaign of blogs
  205. 205. Google does have human reviewers so make it personal </li></ul><ul><li>We often use the content of our own blogs to populate the content of other ORM blogs – experiment! </li></ul>
  206. 206. Explicitly Submit Every URL Everywhere <ul><li>Many SEO experts tell me submission tools are “foolish” and “fool-hardy”
  207. 207. (Maybe I am superstitious)
  208. 208. I have been using submission tools since 2003
  209. 209. Defensive SEO is a SEO campaign promoting everyone else but you </li></ul><ul><li>I use Dynamic Submission 7.0
  210. 210. It allows me to import every URL I can collect (my Positive & Neutral list) and submit them en masse to “1000+” search engines automatically </li></ul>
  211. 211. http://marketingconversation.com/ Thank You for Attending Today’s Webinar!

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