Is Your Online Reputation Crap, Nonexistent, or Under Control?
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Is Your Online Reputation Crap, Nonexistent, or Under Control?

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Who’s in control of your online reputation and visibility? What will potential customers find? What could a skilled searcher find about your brand or your individual identity right now? Are you ...

Who’s in control of your online reputation and visibility? What will potential customers find? What could a skilled searcher find about your brand or your individual identity right now? Are you being proactive or waiting for something to happen?

This short presentation, given for Social Media Club Indy (#smcindy) by Kevin Mullett, highlights important things you need to consider and actions you can take.

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  • Is Your Online Reputation Crap, Nonexistent, or Under Control? Presented by Kevin Mullett, Director of Product Development for Cirrus ABS. You can find Kevin: http://www.kevinmullett.com (blog), http://twitter.com/kmullett (twitter), http://www.facebook.com/kevinmullett (facebook), and on LinkedIn at http://www.linkedin.com/in/kevinmullett
  • Is Your Online Reputation Crap, Nonexistent, or Under Control? // Presented by Kevin Mullett, Director of Product Development for Cirrus ABS. You can find Kevin: http://www.kevinmullett.com (blog), http://twitter.com/kmullett (twitter), http://www.facebook.com/kevinmullett (facebook), and on LinkedIn at http://www.linkedin.com/in/kevinmullett
  • I’m not a lawyer or an ORM guru: not a lawyer. not an ORM guru/expert.i have been caught off-guard by online reputation problems.i’ve been black and blue from ORM skirmishes.i’ve seen my share of online reputation issues. They are normally discoveredwith SEO audits.
  • Who’s in control of your online reputation and visibility? What will potential customers find? What do you think I could find right now? Stopping use isn’t the same as removing, nor isdisabling an account. Sure you have an outbound message you “control”, but what about user generated content about you? Just because you are not participating doesn’t mean it doesn’texist.What is your online reputation, that of your brands, or other individuals attached to your brand?
  • Carefully monitor not only the reputation you create, but that which is created for you. Often people will obsess about one or the other. Your outbound message that reaches hundreds isn’t as critical as the review that reaches thousands!http://bit.ly/dOUWGW
  • Who’s side are these guys on? reports and reviews are being marketed to the consumer these type of sites make sure reports show up in SERPs potential to reach 1000’s more then your outbound message traffic for them, lost business for you
  • Treat online reputation management as a positive ongoing activity rather than a defensive situation. Why do most want to always treat this as a negative? This is positive message buildingand is part of normal business activities. Are you providing good service?http://bit.ly/eDTP19
  • What about online reputation monitoring? Caught being reactive instead of proactive! Not a good position to be in because it can take time to correct depending on when you catch it. Own your brand spots and push competitors off or down. Setting up alerts is crucial to being made aware of what is happening with your brand, even if that brand is you.social search, socialmention, whostalking, google alerts (email & rss),topsy (email & rss), backtype (where bit.ly pulls some data from), samepoint (sentiment), cotweet, tweetdeck, hootsuite, etc
  • Be on the look out for google bowling (bad neighborhood backlinks), sockpuppeting and astroturfing (fake accounts).http://bit.ly/dJYIJX
  • It is time for brands who have been waffling to pull their heads out of the sand and participate in social. People struggling to comprehend keep harping about ROI without considering other value social media brings to the table. All else being equal, who do you think people will click on if they see a friends “recommendation”?How might this change who we select on a SERP page?
  • Weigh what really needs to be addressed. Is this known to the general public or only to you? Don’t help bring a hidden matter to light, push it up in the SERPs or allow personal principle to get in the way of sound decisions.http://bit.ly/hIxant
  • Here is an example of something that should be addressed, but isn’t critical becauseof a proactive program. I found this because I actively watch my name(s), usernames, nicknames, brand, competition, others in our organization, and product/service names. Cost of destruction is cheap with Pligg, Scuttle, and social bookmark sites. In can also be illegal.When they plagiarize your content will it take over your spot?
  • Actively watch name(s), usernames, nicknames, brand, competition, others in your organization, and product/service names.http://bit.ly/hR4HNo
  • What if you didn’t have alerts set up? Now what? Use quoted searches Use date ranges and custom time settings Use search operators to discover all that are indexedGreat guide for Google Operators: http://www.googleguide.com/advanced_operators.html
  • Allow others to come to your aid if possible, because the type of response is almost always as important as the original message.*This is not a new concept for addressing bad publicity.http://bit.ly/essK6r
  • It is important to document everything! Use the Google Chrome cache tool and full page screen capture tools. false information perpetuated to miniscule demographic promoting defamation (libel) may leave you as culpablehttps://chrome.google.com/extensions/detail/bnmfcdcicagaffaokphooddegagehcin cache toolhttp://bit.ly/i1VAcn » Capture whole pages. webpage screenshot (chrome)http://bit.ly/e2ONOa » fireshot (firefox)
  • From a removal of content standpoint, bold face defamation is easier to have removed than an opinion.http://bit.ly/fYRvsA
  • This old screenshot finally paid off when the person forgot and changed it to something I could take action on.https://chrome.google.com/extensions/detail/bnmfcdcicagaffaokphooddegagehcin cache toolhttp://bit.ly/i1VAcn » Capture whole pages. webpage screenshot (chrome)http://bit.ly/e2ONOa » fireshot (firefox)
  • Tools don’t catch bad guys, minds do. sometimes you need a plan and someone to back you up. The tools may alert you to an issue, but frequently it is not obvious where it started or who started it. Unfortunately sometimes it is impossible without court intervention and iffy even then.http://bit.ly/ehporY
  • Jobs will change, your name won’t: you are likely to changejobs many times in your lifetime, however save for a few reasons, your name will not. Free services come and go. Owning a domain gives you flexibility, portability, and security. Own a domain! $10/ year (do it)
  • Easy social media brand and identity checks: Use a service like namechk.com to go grab your brands social id’s. I think it is wise for both branding reasons, and for online marketing presence to grab them. If you have an intern, this would be a great task to set them out on. Which ones are important? Which ones don’t you want a competitor or squatter to have? While the backlink value for many is not high, the fact that search engines are constantly crawling these networks is worth noting. This is especially important while the crawl rate on your website is low.Posting links to some of these networks, like twitter.com, friendfeed.com, ning.com, mybloglog.com, and others where the search engines already spend a significant amount of time, can lead to pages being indexed in under an hour radically improving the time it takes for your sites content to be available to potential searchers.Extra credit actions: namechk.com free, http://usernamez.com/ free (?),http://claimid.com/free (?), http://knowem.com/ $$ (400), http://claim.io/welcome $ (300)
  • We need to know what winning looks like. This would be a great time to input keywords, names, brands, nicnames, etc you have selected into a tool like Rank Checker, a Firefox add-on, to establish a baseline. It is FAR from perfect but you can watch trends!http://tools.seobook.com/firefox/rank-checker/When checking rankings use: IE = “InPrivate Browsing”, Firefox =“start private browsing “ , Chrome =“incognito”, Opera = “new private tab”, to avoid personalized results.You will also want to express the need for everyone in the company to be committed to monitoring their own online identity!
  • To proactively manage your online reputation is to recognize the value of everything else it impacts. http://bit.ly/i3BW6p Social Media Club Indy, thanks for having me.
  • Is Your Online Reputation Crap, Nonexistent, or Under Control? // Presented by Kevin Mullett, Director of Product Development for Cirrus ABS. You can find Kevin: http://www.kevinmullett.com (blog), http://twitter.com/kmullett (twitter), http://www.facebook.com/kevinmullett (facebook), and on LinkedIn at http://www.linkedin.com/in/kevinmulletthttp://www.cirrusabs.com, http://www.twitter.com/cirrusabs, http://www.facebook.com/cirrusabs, http://www.youtube.com/user/cirrusabs, http://www.linkedin.com/compaines/cirrus-abs, by email: info@cirrusabs.com or by phone: 1.877.817.4442.
  • Is Your Online Reputation Crap, Nonexistent, or Under Control? // Presented by Kevin Mullett. If you found value in this presentation please comment on it and use the link below to tweet some of your favorite quotes.30+ Links to tools and resources: (bit.ly bundle)http://bit.ly/hQFs6mQuotes from the presentation in tweet able form: (bit.ly bundle)http://bit.ly/eu7X6h
  • http://www.guardian.co.uk/media-tech-law/astroturfing-posting-fake-reviews
  • http://www.guardian.co.uk/media-tech-law/astroturfing-posting-fake-reviews
  • Separating you & your business: Set up your Google Profile, tie in your various websites, social services, and create anchor text links in the about me section. You will also want to go through the process of verifying your name, which needs to be done through Google Knol. After you have your profile filled out and your name verified we optionally want to associate your Google profile with Google Buzz. Be aware though that as of right now, if you choose to cancel buzz it will close your Google Profile. Directly tying Twitter to Buzz is frowned upon because of the way Google pulls in tweets.While Google Buzz is still extremely new, it started life with a huge boost since it tied directly into to Gmail. Something that not everyone was crazy about. Either way it is already approaching the size of twitter in far less time. As with all the social services it really boils down to where you ideal client is spending time and what other perks come along for the ride.Simply “liking” a Google Buzz post can show your name or company name in the SERPs.

Is Your Online Reputation Crap, Nonexistent, or Under Control? Is Your Online Reputation Crap, Nonexistent, or Under Control? Presentation Transcript

  • // connections matter; let’s connect
    kevinmullett.comtwitter.com/kmullettfacebook.com/kevinmullettlinkedin.com/in/kevinmullett
  • Is Your Online Reputation Crap, Nonexistent, or Under Control?// Kevin Mullett
    kevinmullett.comtwitter.com/kmullettfacebook.com/kevinmullettlinkedin.com/in/kevinmullettjust google“kevinmullett” *note two “t’s”
    director of product development
  • // i’m not a lawyer or an ORM guru
    not a lawyer
    not an ORM guru/expert
    i have been caught off-guard
    i’ve been black and blue from ORM skirmishes
    i’ve seen my share of issues, normally starting with SEO audits
    @kmullett // #SMCIndy
  • // who’s in control of your reputation?
    what would I find?
    100’s more?
    for brands or individuals (or individuals connected to brands)
    @kmullett // #SMCIndy
  • // reputation you create vs others
    carefully monitor not only the reputation you create, but that which is created about you.
    @kmullett // #SMCIndy
  • // who’s side are they on?
    reports and reviews are being marketed to the consumer
    these type of sites make sure reports show up in SERPs
    potential to reach 1000’s more then your outbound message
    traffic for them, lost business for you
    @kmullett // #SMCIndy
  • // be proactive and positive
    treat online reputation management as a positive ongoing activity rather than a defensive situation.
    @kmullett // #SMCIndy
  • // online reputation monitoring
    own your brand
    clog the SERPs
    push competition off
    proactive not reactive
    sentiment aware
    alerts/lists are crucial
    @kmullett // #SMCIndy
  • // sneaky, sneaky?
    be on the look out for google bowling (bad neighborhood backlinks), sockpuppeting and astroturfing (fake accounts).
    @kmullett // #SMCIndy
  • // because social is now in SERPs
    how will it change social participation? how will it change where we click on a SERP page?
    @kmullett // #SMCIndy
  • // known to all or only you?
    weigh what really needs to be addressed. Is this known to the general public or only to you?
    @kmullett // #SMCIndy
  • // being proactive affords choice
    326+ more?
    how would I score for “kevinmullett” if I had not been proactive?
    junk sites built on pligg, scuttle, defualtwordpress, and bookmarking
    @kmullett // #SMCIndy
  • // what are you watching for?
    actively watch name(s), usernames, nicknames, brand, competition, others in your organization, and product/service names.
    @kmullett // #SMCIndy
  • // caught with your knickers down? go backwards
    using quoted search
    time/date ranges
    search operators- allintitle: detect plagiarism- allintext: find them all
    @kmullett // #SMCIndy
  • // here comes the Calvary?
    allow others to come to your aid if possible, because the type of response is almost always as important as the original message.
    @kmullett // #SMCIndy
  • // document EVERYTHING!
    false information perpetuated to miniscule demographic
    promoting defamation (libel) may leave you as culpable
    @kmullett // #SMCIndy
  • // defamation is better than opinion?
    from a removal of content standpoint, bold face defamation is easier to have removed than an opinion.
    @kmullett // #SMCIndy
  • // documentation is cheap
    discovered
    documented
    tracked
    removed!
    @kmullett // #SMCIndy
  • // tools don’t catch a**holes
    tools don’t catch a**holes, minds do. sometimes you need a plan and someone to back you up.
    @kmullett // #SMCIndy
  • // jobs will change, your name won’t
    job changes?
    you are likely to change
    jobs many times in your
    lifetime, however save
    for a few reasons,
    your name will not.
    free services come
    and go!
    own a domain!
    $10/ year (do it)
    @kmullett // #SMCIndy
  • // social media brand/identity checks
    grab your brand/identity
    @kmullett // #SMCIndy
  • // are you #winning?
    more visible in search?
    better visibility
    keeping competition at bay
    better prepared for issues
    @kmullett // #SMCIndy
  • // smcindy, thanks for having me
    i leave you with this
    to proactively manage your online reputation is to recognize the value of everything else it impacts.
    @kmullett // #SMCIndy
  • Is Your Online Reputation Crap, Nonexistent, or Under Control?// Kevin Mullett
    kevinmullett.comtwitter.com/kmullettfacebook.com/kevinmullettlinkedin.com/in/kevinmullettjust google“kevinmullett”
    cirrusabs.comtwitter.com/cirrusabsfacebook.com/cirrusabsyoutube.com/user/cirrusabslinkedin.com/companies/cirrus-abs
    director of product development
  • // bonus slide
    Is Your Online Reputation Crap, Nonexistent, or Under Control?// Kevin Mullett
    30+ Links to tools and resources: (bit.ly bundle)
    http://bit.ly/hQFs6m
    Quotes from the presentation in tweet able form: (bit.ly bundle)
    http://bit.ly/eu7X6h
    Like it? Please take a moment to comment!
  • // bonus slide
    30+ Links to tools and resources: (bit.ly bundle)
    http://bit.ly/hQFs6m
    Quotes from the presentation in tweet able form: (bit.ly bundle)
    http://bit.ly/eu7X6h
    @kmullett // #SMCIndy
  • // new
    legal issues vs for the principle of the matter
    visible to the public or just because you know it exists
    preemptive and prepared or reactive with no clue
    Drive up positives
    Examples:
    Decore my eyes
    yahoo reviews, google reviews, & complaint sites
    my serps
    Fake names on FB/Twitter
    know what legal grounds
    Google Bowling (bad neighborhood backlinks to competition)
    sockpuppeting and astroturfing
    http://www.seroundtable.com/boyfriend-spammed-12909.html
    http://socioclean.com/
    https://www.ideparted.com/
    @kmullett // #SMCIndy
  • // separating you & your business
    profiles for you & your businessgoogle.com/profiles
    @kmullett // #SMCIndy