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) </li></ul>
Online Reputation Management Defined <ul><li>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>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>www.google.com/alerts </li></ul>
Google Alerts & Tweet Beep <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>
Mandatory Alerts and Monitoring <ul><li>Negative conversation can still start on  message boards
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)...
Preemptive action of countermeasures  is directed to generally prevent lock-on of a threat sensor to a certain target. It ...
<ul><li>Reactive action of countermeasures  is directed toward break-lock of a threat already homing in on a certain targe...
One or more of the following actions may be taken to provide  softkill :
- Reduction of signature </li><ul><li>Going stealth or going offline </li></ul><li>- Augmentation of signature </li><ul><l...
Preemptive Countermeasures: Inoculation <ul><li>Chris Abraham  Blog
Marketing Conversation
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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 use 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) </li></ul>
  4. 4. Online Reputation Management Defined <ul><li>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>Google Alerts are your friend
  8. 8. Use it liberally
  9. 9. Learn Google search arguments </li><ul><li>“ chris abraham”
  10. 10. [chris abraham]
  11. 11. chris+abraham
  12. 12. chris OR abraham
  13. 13. Chris-abraham </li></ul><li>www.google.com/alerts </li></ul>
  14. 14. Google Alerts & Tweet Beep <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>
  20. 20. Mandatory Alerts and Monitoring <ul><li>Negative conversation can still start on message boards
  21. 21. Twitter can be like wild fire
  22. 22. Blogs are still powerful
  23. 23. Keep your eyes on the Web! </li></ul>
  24. 24. If You Can't Remove It, Hide It
  25. 25. <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.
  26. 26. 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. </li></ul>
  27. 27. <ul><li>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.
  28. 28. One or more of the following actions may be taken to provide softkill :
  29. 29. - Reduction of signature </li><ul><li>Going stealth or going offline </li></ul><li>- Augmentation of signature </li><ul><li>Duck decoys, squid ink, anti surface-to-air missile flares and chaff </li></ul></ul><ul>Countermeasure: Decoys, Chaff, Flares </ul>
  30. 30. Preemptive Countermeasures: Inoculation <ul><li>Chris Abraham Blog
  31. 31. Marketing Conversation
  32. 32. Abraham Harrison LLC
  33. 33. Twitter Page
  34. 34. Facebook Profile
  35. 35. LinkedIn Profile
  36. 36. YouTube Director
  37. 37. Flickr Profile
  38. 38. Friendster Profile
  39. 39. Jaiku Page
  40. 40. Pownce Page (RIP)
  41. 41. Tumblr Page
  42. 42. Utterli Profile
  43. 43. Friendfeed Profile
  44. 44. QIK Profile </li></ul>
  45. 45. Cleaning Up a Crime Scene <ul><li>Most clients want a clean up
  46. 46. Generally, clean ups are done after the reputation “crime” occurs
  47. 47. Sometimes, we're retained during the crime, to minimize exposure
  48. 48. Crisis management ORM campaigns are like repairing homes during a rocket attack </li></ul>
  49. 49. Dominate Your Search Results
  50. 50. <ul><li>I have been writing chrisabraham.com since 1999
  51. 51. I have accrued 5,387 posts over time
  52. 52. 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
  53. 53. So is my company and my staff
  54. 54. It's never too late </li></ul>Dominate Your Search Results
  55. 55. 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
  56. 56. Make sure your language is 'biodiverse' </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></ul>
  57. 57. <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
  58. 58. 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
  59. 59. Pronouns are the enemy of textuality </li></ul>Search Engine Optimization 101: Textuality
  60. 60. <ul><li>Google perceives the web page-by-page </li><ul><li>Associations are inferred through links
  61. 61. Sites are a collection of interlinked pages
  62. 62. Topicality and relevance are link-based </li></ul><li>Separate pages on the same site can have different PageRanks.
  63. 63. A flotilla is often more powerful than a battleship </li></ul>Search Engine Optimization 101: Linking
  64. 64. Search Engine Optimization 101: Linking <ul><li>The “juice” you can offer and receive also textual </li><ul><li>URLs are less useful than textual links:
  65. 65. 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
  66. 66. Google tries its best to read the way you do. </li></ul>
  67. 67. <ul><li>Corporate Blogging
  68. 68. Staff Blogs and Bloggers
  69. 69. Blog & RSS Aggregation
  70. 70. Social Networking Profiles </li><ul><li>Proactively register! </li></ul><li>Cross-Posting Posts and Status Updates </li><ul><li>Tumblr
  71. 71. Ping.fm </li></ul><li>Earned Media Blogger Outreach Campaign </li><ul><li>Must have a pitch
  72. 72. Must have a story
  73. 73. Can't make bloggers do anything ! </li></ul></ul>Search Engine Optimization 701
  74. 74. Case Study: The Poor Maligned Pig
  75. 75. Each Search Engine is Very Different
  76. 76. Each Search Engine is Very Different
  77. 77. Chum Thyself into Social Networks <ul><li>autoki.com
  78. 78. autoki.de
  79. 79. bebo.com
  80. 80. blip.tv
  81. 81. blogger.com
  82. 82. blorkut.com
  83. 83. bluedot.com
  84. 84. broadcaster.com
  85. 85. buzznet.com
  86. 86. classmates.com
  87. 87. crackle.com
  88. 88. cyloop.com
  89. 89. dandelife.com
  90. 90. del.icio.us
  91. 91. digg.com
  92. 92. en.netlog.com
  93. 93. en.sevenload.com
  94. 94. facebook.com
  95. 95. flickr.com
  96. 96. flixster.com
  97. 97. flugpo.com </li></ul><ul><li>friendster.com
  98. 98. gather.com
  99. 99. gawkk.com
  100. 100. hi5.com
  101. 101. hollywood.com
  102. 102. imdb.com
  103. 103. imeem.com
  104. 104. indenti.ca
  105. 105. jaiku.com
  106. 106. jappy.de
  107. 107. kewego.com
  108. 108. librarything.com
  109. 109. librarything.de
  110. 110. linkedin.com
  111. 111. livejournal.com
  112. 112. livevideo.com
  113. 113. login.live.com
  114. 114. lusitaniansonline.com
  115. 115. megavideo.com
  116. 116. metacafe.com </li></ul><ul><li>migente.com
  117. 117. multiply.com
  118. 118. my.opera.com
  119. 119. mychurch.com
  120. 120. mychurch.org
  121. 121. mycorners.com
  122. 122. mygrito.com
  123. 123. myspace.com
  124. 124. ning.com
  125. 125. photobucket.com
  126. 126. ping.fm
  127. 127. plazes.com
  128. 128. plurk.com
  129. 129. quepasa.com
  130. 130. rateitall.com
  131. 131. searchles.com
  132. 132. shelfari.com
  133. 133. skyrock.com
  134. 134. sonico.com
  135. 135. soundpedia.com
  136. 136. spaces.live.com </li></ul><ul><li>spanglish.ie
  137. 137. spock.com
  138. 138. stumbleupon.com
  139. 139. tabulas.com
  140. 140. tagged.com
  141. 141. takingitglobal.org
  142. 142. travbuddy.com
  143. 143. tumblr.com
  144. 144. twango.com
  145. 145. twitter.com
  146. 146. upcoming.yahoo.com
  147. 147. utterli.com
  148. 148. viddler.com
  149. 149. video.msn.com
  150. 150. video.yahoo.com
  151. 151. videos.google.com
  152. 152. vidoosh.tv
  153. 153. vimeo.com
  154. 154. vostu.com
  155. 155. vox.com
  156. 156. wamba.com </li></ul><ul><li>wordpress.com
  157. 157. xanga.com
  158. 158. xing.com
  159. 159. xuqa.com
  160. 160. yahoo.com
  161. 161. yasni.de
  162. 162. yelp.com
  163. 163. youtube.com </li></ul>
  164. 164. Domain Name Strategy <ul><li>Google indexes domain names the way it indexes page text.
  165. 165. Domain names are the cheapest part of the entire online reputation game </li><ul><li>$6-$25/year, depending </li><ul><li>Registrar?
  166. 166. Private registration? </li></ul><li>Too many folks get frugal here </li></ul></ul>
  167. 167. Domain Name Strategy <ul><li>Promotional and Defensive Domains </li><ul><li>ChrisAbraham.com
  168. 168. ChrisAbrahamSucks.com </li></ul><li>Register your products, services, and the executive staff
  169. 169. Register domains that link directly to deep site content and redirect there: </li><ul><li>AbrahamHarrisonProducts.com </li></ul></ul>
  170. 170. Every URL is Sacred
  171. 171. Every URL is Good <ul><li>About pigs , swine and hogs
  172. 172. Theater group
  173. 173. Children's book
  174. 174. Rugby team
  175. 175. Muppet &quot; Pigs in Space&quot;
  176. 176. “ Show pig ” site
  177. 177. BBQ site
  178. 178. Guinea Pig site
  179. 179. NIN Song </li></ul><ul><li>Local Pub
  180. 180. Pass the Pigs game
  181. 181. Potbellied Pigs
  182. 182. &quot; Pigs Anonymous&quot; site
  183. 183. Industrial pipe cleaners, called &quot; pigs &quot;
  184. 184. Card shop
  185. 185. Baseball team
  186. 186. The Bay of Pigs </li></ul>
  187. 187. 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...
  188. 188. Our job is to promote deep links that are positive and neutral and ignore negative listings
  189. 189. We'll create between 5-25+ of these “aggregator” and “boing boing” sites in order to bring attention to deep, old links </li></ul>
  190. 190. Defensive SEO <ul><li>The goal is not to promote the sites we build
  191. 191. Our goal is to promote everybody else's sites </li><ul><ul><li>At least all the POS and NEUT stuff! </li></ul></ul><li>We only use real content.
  192. 192. We promote all listings that are positive and neutral, even “off-brand” </li><ul><li>Deep search results are pretty spacey
  193. 193. “ Chris Wilson of 235 North Abraham Lane” </li></ul></ul>
  194. 194. Aggregating Positive & Neutral Content <ul><li>When we dig deep down we find deep links
  195. 195. Google has limited resources and “archives” old content
  196. 196. Excerpting deep content and deep links onto new blogs reactivates
  197. 197. We call it the “boing boing” strategy
  198. 198. “ Find content, excerpt it, make a quip, and link to source” </li></ul>pigsblog.wordpress.com
  199. 199. Our Own Boing Boing Blog Network <ul><li>These blogs and CMS sites are not intended to be features
  200. 200. They should be simple and you can use free templates
  201. 201. These sites should receive a full SEO treatment </li><ul><li>User-readable URLs
  202. 202. Sitemaps
  203. 203. Dynamic meta tags </li></ul><li>Use blogger, Wordpress.com, MySpace blogs, Friendster blogs, Wordpress & Drupal </li></ul>
  204. 204. Boing Boing Network <ul><li>Everything is initially done via hand.
  205. 205. Drupal offers great built-in RSS aggregation tools.
  206. 206. Setting up your aggregation strategy before you start blogging by hand is essential.
  207. 207. Wordpress MU (multi-user) is easiest way to manage a large campaign of blogs.
  208. 208. Google does have human reviewers so make it personal </li></ul>
  209. 209. Boing Boing Network <ul><li>We often use the content of our own blogs to populate the content of other ORM blogs – experiment! </li></ul>
  210. 210. Explicitly Submit Every URL Everywhere <ul><li>Many SEO experts tell me submission tools are “foolish” and “fool-hardy”
  211. 211. (Maybe I am superstitious)
  212. 212. I have been using submission tools since 2003
  213. 213. Defensive SEO is a SEO campaign promoting everyone else but you </li></ul>
  214. 214. Explicitly Submit Every URL Everywhere <ul><li>I use Dynamic Submission 7.0
  215. 215. 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>
  216. 216. http://marketingconversation.com/ To get the slide show decks and videos , check here: <ul><li>http://www.slideshare.net/chrisabraham
  217. 217. http://youtube.com/chrisabraham </li></ul>Thank You for Attending Today’s Webinar!

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