RADICALLYRADICALLY
TRANSPARENT:TRANSPARENT:
Monitoring and ManagingMonitoring and Managing
Reputations OnlineReputations O...
ONLINE REPUTATIONONLINE REPUTATION
MANAGEMENTMANAGEMENT
ORMORM is the process ofis the process of trackingtracking,,
devel...
DIFFERENCE BETWEENDIFFERENCE BETWEEN
SEO & ORMSEO & ORM
SEOSEO- suited for reputation- suited for reputation
resuscitation...
SOCIAL MEDIA WORLDSOCIAL MEDIA WORLD
SOCIAL MEDIA-SOCIAL MEDIA- online toolsonline tools andand
platformsplatforms that al...
RADICALLY TRANSPARENTRADICALLY TRANSPARENT
-- beingbeing openopen andand honest onlinehonest online,,
admittingadmitting m...
WHY REPUTATIONWHY REPUTATION
MANAGEMENT ANDMANAGEMENT AND
MONITORING?MONITORING?
WHAT SKILLS DO I NEED?WHAT SKILLS DO I NEED?
Content is KingContent is King ,, so you need to….so you need to….
 WriteWri...
UNDERSTANDING YOURUNDERSTANDING YOUR
ONLINE REPUTATIONONLINE REPUTATION
YOUR WORLD IS NOWYOUR WORLD IS NOW
RADICALLY TRANSPARENTRADICALLY TRANSPARENT
The switch from traditional media andThe swi...
EVEN BACK IN 2001EVEN BACK IN 2001
It’s just easier now and…It’s just easier now and…
……News travels faster andNews travels faster and
further.further.
CITIZEN JOURNALISTSCITIZEN JOURNALISTS
 Internet usersInternet users who contribute theirwho contribute their
perspective...
PEOPLE PAPARAZZIPEOPLE PAPARAZZI
 Are thoseAre those citizen journalistscitizen journalists who takewho take
photos or vi...
PEOPLE POWERPEOPLE POWER
Why Care About Reputation Management?Why Care About Reputation Management?
Ignorance is throwing moneyIgnorance is throwing money
awayaway
FROM MINIMALLYFROM MINIMALLY
TRANSPARENT TOTRANSPARENT TO
RADICALLYRADICALLY
TRANSPARENTTRANSPARENT
The web ushered in an ...
Blogger Heather Armstrong-Blogger Heather Armstrong-
Dooce.comDooce.com
--that was the age of minimalthat was the age of m...
Chapter 2:Chapter 2:
YOU DON’T OWNYOU DON’T OWN
YOUR COMPANY’SYOUR COMPANY’S
REPUTATIONREPUTATION
DELL’S HELLDELL’S HELL
““I just got a newI just got a new Dell laptopDell laptop and paid aand paid a
fortune for the four...
ARE PREPARED FOR AARE PREPARED FOR A
CRISIS?CRISIS?
Does your company have a crisisDoes your company have a crisis
communi...
Your ReputationYour Reputation
Management Strategy:Management Strategy:
The first step is toThe first step is to ListenLis...
LEVELS OF CUSTOMERLEVELS OF CUSTOMER
ENGAGEMENTENGAGEMENT
Internal changesInternal changes
RespondRespond
DialogueDialogue...
America's Most AdmiredAmerica's Most Admired
Companies (Fortune 2008)Companies (Fortune 2008)
Apple: The New No. 1Apple: T...
Where do we start?Where do we start?
But where do yourBut where do your
customers go?customers go?
Should you follow Twitter?Should you follow Twitter?
Ad WeekAd Week said every one is talkingsaid every one is talking
abo...
Or a large, relevant nicheOr a large, relevant niche
group?group?
Where are people talkingWhere are people talking
about us?about us?
 Search about your company:Search about your company:...
Mindset Shift is RequiredMindset Shift is Required
*An exaggeration
Negative Comments?Negative Comments?
Be Transparent & Honest.Be Transparent & Honest.
Take Always…Take Always…
““It’s time to grab that empty glass, place theIt’s time to grab that empty glass, place the
open end to the wall of cyber...
ReferencesReferences
Radically TransparentRadically Transparent
-Online Reputation Management
Book by Andy Beal and Judy
S...
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
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Online Reputation Management

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Radically Transparent helps you keep track of the latest online reputation management trends and keep up to date with tactics for monitoring and engaging social media.

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Online Reputation Management

  1. 1. RADICALLYRADICALLY TRANSPARENT:TRANSPARENT: Monitoring and ManagingMonitoring and Managing Reputations OnlineReputations Online by: Cheryl Estorgioby: Cheryl Estorgio
  2. 2. ONLINE REPUTATIONONLINE REPUTATION MANAGEMENTMANAGEMENT ORMORM is the process ofis the process of trackingtracking,, developingdeveloping, and, and managingmanaging your onlineyour online reputation so that you are prepared forreputation so that you are prepared for good (and bad)good (and bad) consumer-consumer- conversation.conversation.
  3. 3. DIFFERENCE BETWEENDIFFERENCE BETWEEN SEO & ORMSEO & ORM SEOSEO- suited for reputation- suited for reputation resuscitation, fixes the problem andresuscitation, fixes the problem and works with Search Engines.works with Search Engines. ORMORM-preventive measure, prevents-preventive measure, prevents it, and engages people.it, and engages people.
  4. 4. SOCIAL MEDIA WORLDSOCIAL MEDIA WORLD SOCIAL MEDIA-SOCIAL MEDIA- online toolsonline tools andand platformsplatforms that allow internet users tothat allow internet users to collaboratecollaborate on content,on content, shareshare insightsinsights and experience andand experience and connectconnect business orbusiness or pleasure.pleasure.
  5. 5. RADICALLY TRANSPARENTRADICALLY TRANSPARENT -- beingbeing openopen andand honest onlinehonest online,, admittingadmitting mistakesmistakes ,, engagingengaging stakeholdersstakeholders in discussion about youin discussion about you and your brands and evenand your brands and even revealingrevealing your internal process.your internal process.
  6. 6. WHY REPUTATIONWHY REPUTATION MANAGEMENT ANDMANAGEMENT AND MONITORING?MONITORING?
  7. 7. WHAT SKILLS DO I NEED?WHAT SKILLS DO I NEED? Content is KingContent is King ,, so you need to….so you need to….  WriteWrite  Take photosTake photos  Create online videos and podcastCreate online videos and podcast  many more….many more….
  8. 8. UNDERSTANDING YOURUNDERSTANDING YOUR ONLINE REPUTATIONONLINE REPUTATION
  9. 9. YOUR WORLD IS NOWYOUR WORLD IS NOW RADICALLY TRANSPARENTRADICALLY TRANSPARENT The switch from traditional media andThe switch from traditional media and corporate monologues on websites tocorporate monologues on websites to social media on the internet makes everysocial media on the internet makes every internet user ainternet user a JOURNALIST.JOURNALIST. Ex. JetBlue Airways Hits Bumpy AirEx. JetBlue Airways Hits Bumpy Air
  10. 10. EVEN BACK IN 2001EVEN BACK IN 2001
  11. 11. It’s just easier now and…It’s just easier now and…
  12. 12. ……News travels faster andNews travels faster and further.further.
  13. 13. CITIZEN JOURNALISTSCITIZEN JOURNALISTS  Internet usersInternet users who contribute theirwho contribute their perspective byperspective by posting, writing, images orposting, writing, images or videos to online blogs, forums andvideos to online blogs, forums and websites.websites.  Can beCan be B2B customers, consumers,B2B customers, consumers, prospects, or any stakeholdersprospects, or any stakeholders ..
  14. 14. PEOPLE PAPARAZZIPEOPLE PAPARAZZI  Are thoseAre those citizen journalistscitizen journalists who takewho take photos or videos and upload withoutphotos or videos and upload without subjects permission.subjects permission.
  15. 15. PEOPLE POWERPEOPLE POWER
  16. 16. Why Care About Reputation Management?Why Care About Reputation Management?
  17. 17. Ignorance is throwing moneyIgnorance is throwing money awayaway
  18. 18. FROM MINIMALLYFROM MINIMALLY TRANSPARENT TOTRANSPARENT TO RADICALLYRADICALLY TRANSPARENTTRANSPARENT The web ushered in an era ofThe web ushered in an era of corporate transparency.corporate transparency.
  19. 19. Blogger Heather Armstrong-Blogger Heather Armstrong- Dooce.comDooce.com --that was the age of minimalthat was the age of minimal transparency- now “transparency- now “the good oldthe good old days”days” - “open kimono”- “open kimono”
  20. 20. Chapter 2:Chapter 2: YOU DON’T OWNYOU DON’T OWN YOUR COMPANY’SYOUR COMPANY’S REPUTATIONREPUTATION
  21. 21. DELL’S HELLDELL’S HELL ““I just got a newI just got a new Dell laptopDell laptop and paid aand paid a fortune for the four year, in home service.fortune for the four year, in home service. The machine is a lemon and the service isThe machine is a lemon and the service is a lie.a lie. DELL SUCKS! DELL LIES.DELL SUCKS! DELL LIES. PutPut that in your Google and smoke it, Dell!”that in your Google and smoke it, Dell!” - Jeff Jarvis, Buzzmachine.comJeff Jarvis, Buzzmachine.com - June 21,2005June 21,2005
  22. 22. ARE PREPARED FOR AARE PREPARED FOR A CRISIS?CRISIS? Does your company have a crisisDoes your company have a crisis communication plan that includescommunication plan that includes responding to online attacks? If yourresponding to online attacks? If your business were to face an online assault tobusiness were to face an online assault to its reputation, how would you react?its reputation, how would you react?
  23. 23. Your ReputationYour Reputation Management Strategy:Management Strategy: The first step is toThe first step is to ListenListen.. Measure
  24. 24. LEVELS OF CUSTOMERLEVELS OF CUSTOMER ENGAGEMENTENGAGEMENT Internal changesInternal changes RespondRespond DialogueDialogue ListenListen IgnoreIgnore
  25. 25. America's Most AdmiredAmerica's Most Admired Companies (Fortune 2008)Companies (Fortune 2008) Apple: The New No. 1Apple: The New No. 1 1.1. AppleApple 2.2. Berkshire HathawayBerkshire Hathaway 3.3.   GEGE 4.4.   GoogleGoogle 5.5. ToyotaToyota 6.6. StarbucksStarbucks 7.7. FedExFedEx 8.8.   Procter & GambleProcter & Gamble 9.9.   Johnson & JohnsonJohnson & Johnson 10.10. Goldman SachsGoldman Sachs
  26. 26. Where do we start?Where do we start?
  27. 27. But where do yourBut where do your customers go?customers go?
  28. 28. Should you follow Twitter?Should you follow Twitter? Ad WeekAd Week said every one is talkingsaid every one is talking about it.about it.
  29. 29. Or a large, relevant nicheOr a large, relevant niche group?group?
  30. 30. Where are people talkingWhere are people talking about us?about us?  Search about your company:Search about your company: 1.1. Company NameCompany Name 2.2. Company URLCompany URL 3.3. ProductsProducts 4.4. Public Facing EmployeesPublic Facing Employees 5.5. Competing ProductsCompeting Products 6.6. DescriptionsDescriptions  Company Name + sucksCompany Name + sucks  Company Name + rocksCompany Name + rocks  Company Product + review + sucksCompany Product + review + sucks
  31. 31. Mindset Shift is RequiredMindset Shift is Required *An exaggeration
  32. 32. Negative Comments?Negative Comments? Be Transparent & Honest.Be Transparent & Honest.
  33. 33. Take Always…Take Always…
  34. 34. ““It’s time to grab that empty glass, place theIt’s time to grab that empty glass, place the open end to the wall of cyberspace and putopen end to the wall of cyberspace and put your corporate ear to the other.”your corporate ear to the other.” Thank you!Thank you! CHERYL ESTORGIOCHERYL ESTORGIO Senior SEO SpecialistSenior SEO Specialist www.cherylestorgio.comwww.cherylestorgio.com February 6, 2009February 6, 2009
  35. 35. ReferencesReferences Radically TransparentRadically Transparent -Online Reputation Management Book by Andy Beal and Judy Strauss.

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