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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! …

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.

Published in: Technology, News & Politics
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  • 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. Online Reputation Management Defined
    • 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. AKA Search Engine Image Protection (SEIP) Also known as Search Engine Reputation Management (SERM)
    • 4. ORM partly formed from a need to manage consumer generated media (CGM)
    • 5. The Cluetrain Manifesto speaks to the ease with which one may initiate and amplify conversation online …
    • 6. You need to participate, engage, communicate!
  • 7. Google Alerts & Tweet Beep
    • 8. Google Alerts are your friend
    • 9. Use it liberally
    • 10. Learn Google search arguments
    • Google Alerts provides alerts via email as well as via an RSS feed
    • 15. Create alerts for products, services, and the members of your staff and competitors
      • Google Reader, etc
  • 16. Mandatory Alerts and Monitoring
    • We at Abraham Harrison, LLC, don't generally do steady-state reputation monitoring
    • 17. That said, we all have loads of Google Alerts set up for everything
    • 18. We have recently been using SM2 by Techrigy for Social Media monitoring
    • 19. Don't forget Google/Yahoo! News, Regular Search, etc!
    • Negative conversation can still start on message boards
    • 20. Twitter can be like wild fire
    • 21. Blogs are still powerful
    • 22. Keep your eyes on the Web!
  • 23. If You Can't Remove It, Hide It
  • 24.
      Countermeasure: Decoys, Chaff, Flares
    • A countermeasure is a system (usually for a military application) designed to prevent sensor-based weapons from acquiring and/or destroying a target.
    • 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. 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. One or more of the following actions may be taken to provide softkill :
      • Reduction of signature (going stealth or going offline)
      • 28. Augmentation of signature (decoys, chaff, ink, flares)
  • 29. Preemptive Countermeasures: Inoculation
  • 44. Cleaning Up a Crime Scene
    • Most clients want a clean up
    • 45. Generally, clean ups are done after the reputation “crime” occurs
    • 46. Sometimes, we're retained during the crime, to minimize exposure
    • 47. Crisis management ORM campaigns are like repairing homes during a rocket attack
  • 48. Dominate Your Search Results
    • I have been writing since 1999
    • 49. I have accrued 5,387 posts over time
    • 50. Along with,, marketingconversation, and a dozen social networks and aggregators (plus time, energy, work, writing, and commitment), I am well-inoculated against attack
    • 51. So is my company
    • 52. So is my staff
    • 53. It's never too late
  • 54. Search Engine Optimization 101: Textuality
    • Search Engines only know what you feed them
      • They are desperate for textual content
    • Google doesn't make any logical leaps – yet
    • 55. Make sure your language is 'bio diverse'
      • How do your customers search?
    • Most corporate sites are designer-built
      • Flash, sliced graphics, bespoke CMS
    • Architectural consistency is essential
      • Google recognizes popular blogs and CMS sites like Wordpress & Drupal
    • Blogs can speak in pings and trackbacks – Google loves them
    • 56. Always use user-readable URLs
      • v.
    • Meta tags work : meta, description, alt, title, etc
    • 57. Pronouns are the enemy of heightened textuality
  • 58.
    • Google perceives the web page-by-page
      • Associations are inferred through links
      • 59. Sites are a collection of interlinked pages
      • 60. Topicality and relevance are link-based
    • Separate pages on the same site can have different PageRanks
    • 61. A flotilla is often more powerful than a battleship
    • 62. The “juice” you can offer and receive also textual
      • URLs are less useful than textual links:
      • 63. Chris Abraham Relays juice better than dropping a URL or a TinyURL or other link-shortening services
    • Blogrolls and reciprocal linking is still a good trick after 15-years
    • 64. Google tries its best to read the way you do
    Search Engine Optimization 101: Linking
  • 65.
    • Corporate Blogging
    • 66. Staff Blogs and Bloggers
    • 67. Blog & RSS Aggregation
    • 68. Social Networking Profiles
      • Proactively register!
    • Cross-Posting Posts and Status Updates
    • Earned Media Blogger Outreach Campaign
      • Must have a pitch
      • 70. Must have a story
      • 71. Can't make bloggers do anything !
    Search Engine Optimization 701
  • 72. Case Study: The Poor Maligned Pig
  • 73. Each Search Engine is Very Different
  • 74. Chum Thyself into Social Networks
  • 161. Domain Name Strategy
    • Google indexes domain names the way it indexes page text
    • 162. Domain names are the cheapest part of the entire online reputation game
      • $6-$25/year, depending
        • Registrar?
        • 163. Private registration?
      • Too many folks get frugal here
    • Promotional and Defensive Domains
      • 164.
    • Register your products, services, and the executive staff
    • 165. Register domains that link directly to deep site content and redirect there:
  • 166. Every URL is Sacred
  • 183. Defensive SEO
    • We'll often populate a number of domains with a number of blogs using a number of platforms – by hand over time...
    • 184. Our job is to promote deep links that are positive and neutral and ignore negative listings
    • 185. We'll create between 5-25+ of these “aggregator” and “boing boing” sites in order to bring attention to deep, old links
    • 186. The goal is not to promote the sites we build
    • 187. We only use real content
    • 188. We promote all listings that are positive and neutral, even “off-brand”
      • Deep search results are pretty spacey
      • 189. “ Chris Wilson of 235 North Abraham Lane”
  • 190. Aggregating Positive & Neutral Content
    • When we dig deep down we find deep links
    • 191. Google has limited resources and “archives” old content
    • 192. Excerpting deep content and deep links onto new blogs reactivates
    • 193. We call it the “boing boing” strategy
    • 194. “ Find content, excerpt it, make a quip, and link to source”
    • 195. All real content
  • 196. Our Own Boing Boing Blog Network
    • These blogs and CMS sites are not intended to be features
    • 197. They should be simple and you can use free templates
    • 198. These sites should receive a full SEO treatment
    • Use blogger,, MySpace blogs, Friendster blogs, Wordpress & Drupal
  • 201. Boing Boing Network
    • Everything is initially done via hand
    • 202. Drupal offers great built-in RSS aggregation tools
    • 203. Setting up your aggregation strategy before you start blogging by hand is essential
    • 204. Wordpress MU (multi-user) is easiest way to manage a large campaign of blogs
    • 205. Google does have human reviewers so make it personal
    • We often use the content of our own blogs to populate the content of other ORM blogs – experiment!
  • 206. Explicitly Submit Every URL Everywhere
    • Many SEO experts tell me submission tools are “foolish” and “fool-hardy”
    • 207. (Maybe I am superstitious)
    • 208. I have been using submission tools since 2003
    • 209. Defensive SEO is a SEO campaign promoting everyone else but you
    • I use Dynamic Submission 7.0
    • 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
  • 211. Thank You for Attending Today’s Webinar!