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Managing Your Online Reputation - CSNI

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Managing Your Online Reputation …

Managing Your Online Reputation
Presented by Kevin Mullett, Director of

Product Development for Cirrus ABS for Cancer

Services of Northeast Indiana on October 18th,

2011.

Who is in control of your online reputation?

Who is talking about your brand?

http://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
by phone: 1.877.817.4442

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  • Managing Your Online Reputation // Presented by Kevin Mullett, Director of Product Development for Cirrus ABS for Cancer Services of Northeast Indiana on October 18th, 2011.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
  • If you need legal advice, get a lawyer. 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/SERM skirmishes.i’ve seen my share of online reputation issues. They are normally discoveredwith SEO audits.
  • Although a lack of privacy can impact your online reputation, online reputation is not about privacy.You can have strong privacy and a bad rep because you can control your privacy but not the rep others give you.http://bit.ly/ozsLJ5
  • 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?
  • Search Engine Reputation Management (SERM) is an important subset of Online Reputation Management (ORM).bitly.com/qAUPbM
  • 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”?Social is impacting what they see and where they click!How might this change who we select on a SERP page?Google enhanced social search on 02/17/2010. Connected via sources include, flickr, friendfeed, gmail, facebook, buzz, reader, google, more? Sometimes it is unclear why it picks the service because I will be connected to the person in more than one place.More on Google Social connections: http://www.google.com/s2/u/0/search/social
  • 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!You can’t create policies for other people discussing your brand or identity.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 youOthers:complaints.com, consumeraffairs.com, thesqueakywheel.com, consumerwebwatch.org, my3cents.com, & others
  • 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
  • While I really wouldn’t call this controlling the SERPs, you are setting yourself up to have something to work with should something happen. More things indexed that can be pushed.
  • There is a big difference between getting something indexed and having it rank in SERPs.bitly.com/psHgTt
  • On July 29th, Louis Gray the tech blogger posted on his Google+ account that a less than desirable vanity search had come up. Lucky for him he is very prolific on the web and the result shown dropped out of search relatively quickly.
  • 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
  • What about online reputation monitoring? Setting up alerts is crucial to being made aware of what is happening with your brand, even if that brand is you. You might be surprised what you find along the way. Maybe you even find someone who you owe a thank you too.socialmention (sentiment, rss,csv), google alerts (email & rss),topsy (email & rss), samepoint (sentiment & rss), tweetdeck (twitter search), tweetalarm (email), tweetbeep (email), ifttt, kurrently (rss), etc Other paid solutions: Lithium (ScoutLabs), radian6, sysomos, netbase, trackur, AuthorityLabs, etc
  • Actively watch name(s), usernames, nicknames, brand, competition, others in your organization, and product/service names and their misspellings.http://bit.ly/hR4HNo
  • 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?
  • Be on the look out for google bowling (bad neighborhood backlinks), sockpuppeting and astroturfing (fake accounts).http://bit.ly/dJYIJX
  • What about online reputation search? Did you get 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. If you didn’t have alerts setup for the right keywords, it’s time to do some searching.duckduckgo,socialmention, whostalking, icerocket, topsy, samepoint, social search, and the internet archives wayback machine.
  • Let’s use search operators to dig a little deeper once we discover what we are looking for. 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
  • 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
  • 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)
  • 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
  • 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)
  • From a removal of content standpoint, bold face defamation is easier to have removed than an opinion.http://bit.ly/fYRvsA
  • thoughts on taking action stop, wait, consider a response or deletion carefully when is it time to pick up the phone to make contact copyright the work contact an attorney get professional ORM/SERM/SEO/SM help
  • google’s gamegoogle accounts — Me on the Web(if your name/brand is used, but only if on a porn site. why?)google help — Have you found webspam?google help — Removing Content From Googlegoogle help — DMCA – Google AdSense
  • Doug Karr’s trick is brilliant and simple.Stock photography list » http://bit.ly/nlpW89http://www.istockphoto.com/
  • 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)
  • It’s free and easy to do. Go grab your local listings. Use http://www.getlisted.org to help with the process. Don’t forget to review your friends businesses, those service providers you appreciate, and ask clients to review yours. Use a consistent name, address, and telephone number whenever possible.
  • 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
  • Find out what’s in The Puzzle Box by subscribing to:bit.ly/ThePuzzleBox or text CIRRUSABS to 71813
  • Managing Your Online Reputation // Presented by Kevin Mullett, Director of Product Development for Cirrus ABS for Cancer Services of Northeast Indiana on October 18th, 2011.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.
  • Managing Your Online Reputation // Presented by Kevin Mullett, Director of Product Development for Cirrus ABS for Cancer Services of Northeast Indiana on October 18th, 2011.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
  • Example from » http://internetandbusinessonline.therefinedgeek.com.au/index.php/tag/seo-indianapolis/
  • http://www.guardian.co.uk/media-tech-law/astroturfing-posting-fake-reviewshttp://sociable.co/2011/07/26/twitter-removes-all-search-rss-links-from-its-site-now-users-must-resort-to-hacks-to-get-feeds/
  • Transcript

    • 1. kevinmullett.com twitter.com/kmullett facebook.com/kevinmullett linkedin.com/in/kevinmullett justgoogle“kevin mullett” *note two“t’s” directorof product development ManagingYourOnlineReputation//KevinMullett
    • 2. // if youneedlegal advice, geta lawyer • not a lawyer • not an ORM guru/expert • i have been caught off-guard • i’ve been black and blue from ORM/SERM skirmishes • i’ve seen my share of issues, normally starting with SEO audits @kmullett // # CSNISM
    • 3. // we’renotdiscussingprivacy although a lack of privacy can impact your online reputation, online reputation is not about privacy. @kmullett // # CSNISM
    • 4. // who’sincontrol of your reputation? what would I find? 100’s more? for brands or individuals (or individuals connected to brands) @kmullett // # CSNISM
    • 5. // reputationyoucreatevsothers carefully monitor not only the reputation you create, but that which is created about you. @kmullett // # CSNISM
    • 6. // who’ssidearetheseguyson? • 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 // # CSNISM
    • 7. // beproactiveandpositive treat online reputation management as a positive ongoing activity rather than a defensive situation. @kmullett // # CSNISM
    • 8. // ownyour brand&/or identity control? • clog the SERPs • push competition off • be proactive not reactive #4 on page 6 #7 on page 4 @kmullett // # CSNISM
    • 9. // justgettingindexedisn’tgoodenough there is a big difference between getting something indexed and having it rank in SERPs. @kmullett // # CSNISM
    • 10. // utoh! whatif hewasn’twell published? NOT Louis Gray the tech blogger! @kmullett // # CSNISM
    • 11. // knowntoall or onlyyou? weigh what really needs to be addressed. Is this known to the general public or only to you? @kmullett // # CSNISM
    • 12. action// onlinereputationmonitoring discovery starts now • alerts/lists are crucial • look for sentiment • look for engagement • you might be surprised @kmullett // # CSNISM
    • 13. action// startwatchingfor…+misspellings actively watch name(s), usernames, nicknames, brand, competition, others in your organization, and product/service names. @kmullett // # CSNISM
    • 14. // beingproactiveaffordschoice • how would I score for“kevin mullett”if I had not been proactive? • junk sites built on pligg, scuttle, defualt wordpress, and bookmarking 800+ more? @kmullett // # CSNISM
    • 15. // evil doers, malcontents, & competitors be on the look out for google bowling (bad neighborhood backlinks), sockpuppeting and astroturfing (fake accounts). @kmullett // # CSNISM
    • 16. post discovery • wasn’t tracking keyword • alternate platforms • competitor reaction // onlinereputationsearch @kmullett // # CSNISM
    • 17. // diga littledeeper onceyouknow • using quoted search • time/date ranges • search operators - allintitle: detect plagiarism - allintext: find them all @kmullett // # CSNISM
    • 18. // attentionistherighttool tools don’t catch bad guys, minds do. sometimes you need a plan and someone to back you up. @kmullett // # CSNISM
    • 19. action// documentEVERYTHING! • false information perpetuated to miniscule demographic • promoting defamation (libel) may leave you as culpable @kmullett // # CSNISM
    • 20. // herecomestheCalvary? allow others to come to your aid if possible, because the type of response is almost always as important as the original message. @kmullett // # CSNISM
    • 21. // documentationischeap • discovered • documented • tracked • removed! @kmullett // # CSNISM
    • 22. // defamationisbetter thanopinion? from a removal of content standpoint, bold face defamation is easier to have removed than an opinion. @kmullett // # CSNISM
    • 23. // you’vedecideditreallyisa problem thoughts on taking action • stop, wait, consider a response or deletion carefully • when is it time to pick up the phone to make contact • copyright the work • contact an attorney • get professional ORM/SERM/SEO/SM help @kmullett // # CSNISM
    • 24. // removal? google’s game • google accounts — Me on the Web (if your name/brand is used, but only if on a porn site. why?) • google help — Have you found webspam? • google help — Removing Content From Google • google help — DMCA – Google AdSense @kmullett // # CSNISM
    • 25. // doug’strick, brilliantinit’ssimplicity • buy a stock photo to place on the page (my mega list of agencies) • report them to the stock agency for infringement @kmullett // # CSNISM
    • 26. action// jobs will change, your namewon’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 // # CSNISM
    • 27. action// social media brand/identitychecks grab your brand/identity @kmullett // # CSNISM
    • 28. action// local listings for citations grab your local listings: getlisted.org be consistent with citation: name, address, phone number @kmullett // # CSNISM
    • 29. action// areyou#winning? more visible in search? • better visibility • keeping competition at bay • better prepared for issues @kmullett // # CSNISM
    • 30. // goodORMisgoodfor SEO to proactively manage your online reputation is to recognize the value of everything else it impacts. @kmullett // # CSNISM
    • 31. // gettips, tricks, invites, andinfo Find out what’s in The Puzzle Box bit.ly/ThePuzzleBox or text CIRRUSABS to 71813 @kmullett // # CSNISM
    • 32. kevinmullett.com twitter.com/kmullett facebook.com/kevinmullett linkedin.com/in/kevinmullett justgoogle“kevin mullett” directorof product development cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs ManagingYourOnlineReputation//KevinMullett
    • 33. 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! ManagingYourOnlineReputation//KevinMullett

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