RADICALLY TRANSPARENT: Monitoring and Managing Reputations Online by: Cheryl Estorgio

ONLINE REPUTATION MANAGEMENT ORM is the process of tracking , developing , and managing your online reputation so that you are prepared for good (and bad) consumer-conversation.

ORM is the process of tracking , developing , and managing your online reputation so that you are prepared for good (and bad) consumer-conversation.

DIFFERENCE BETWEEN SEO & ORM SEO - suited for reputation resuscitation, fixes the problem and works with Search Engines. ORM -preventive measure, prevents it, and engages people.

SEO - suited for reputation resuscitation, fixes the problem and works with Search Engines.

ORM -preventive measure, prevents it, and engages people.

SOCIAL MEDIA WORLD SOCIAL MEDIA- online tools and platforms that allow internet users to collaborate on content, share insights and experience and connect business or pleasure.

SOCIAL MEDIA- online tools and platforms that allow internet users to collaborate on content, share insights and experience and connect business or pleasure.

RADICALLY TRANSPARENT - being open and honest online , admitting mistakes , engaging stakeholders in discussion about you and your brands and even revealing your internal process.

- being open and honest online , admitting mistakes , engaging stakeholders in discussion about you and your brands and even revealing your internal process.

WHY REPUTATION MANAGEMENT AND MONITORING?

WHAT SKILLS DO I NEED? Content is King , so you need to…. Write Take photos Create online videos and podcast many more….

Content is King , so you need to….

Write

Take photos

Create online videos and podcast

many more….

UNDERSTANDING YOUR ONLINE REPUTATION

YOUR WORLD IS NOW RADICALLY TRANSPARENT The switch from traditional media and corporate monologues on websites to social media on the internet makes every internet user a JOURNALIST. Ex. JetBlue Airways Hits Bumpy Air

The switch from traditional media and corporate monologues on websites to social media on the internet makes every internet user a JOURNALIST.

Ex. JetBlue Airways Hits Bumpy Air

EVEN BACK IN 2001

It’s just easier now and…

… News travels faster and further.

CITIZEN JOURNALISTS Internet users who contribute their perspective by posting, writing, images or videos to online blogs, forums and websites. Can be B2B customers, consumers, prospects, or any stakeholders .

Internet users who contribute their perspective by posting, writing, images or videos to online blogs, forums and websites.

Can be B2B customers, consumers, prospects, or any stakeholders .

PEOPLE PAPARAZZI Are those citizen journalists who take photos or videos and upload without subjects permission.

Are those citizen journalists who take photos or videos and upload without subjects permission.

PEOPLE POWER

Why Care About Reputation Management?

Why Care About Reputation Management?

Ignorance is throwing money away

FROM MINIMALLY TRANSPARENT TO RADICALLY TRANSPARENT The web ushered in an era of corporate transparency.

Blogger Heather Armstrong- Dooce.com - that was the age of minimal transparency- now “ the good old days” - “open kimono”

Chapter 2: YOU DON’T OWN YOUR COMPANY’S REPUTATION

DELL’S HELL “ I just got a new Dell laptop and paid a fortune for the four year, in home service. The machine is a lemon and the service is a lie. DELL SUCKS! DELL LIES. Put that in your Google and smoke it, Dell!” Jeff Jarvis, Buzzmachine.com June 21,2005

“ I just got a new Dell laptop and paid a fortune for the four year, in home service. The machine is a lemon and the service is a lie. DELL SUCKS! DELL LIES. Put that in your Google and smoke it, Dell!”

Jeff Jarvis, Buzzmachine.com

June 21,2005

ARE PREPARED FOR A CRISIS? Does your company have a crisis communication plan that includes responding to online attacks? If your business were to face an online assault to its reputation, how would you react?

Does your company have a crisis communication plan that includes responding to online attacks? If your business were to face an online assault to its reputation, how would you react?

Your Reputation Management Strategy: The first step is to Listen . Measure

LEVELS OF CUSTOMER ENGAGEMENT Internal changes Respond Dialogue Listen Ignore

Internal changes

Respond

Dialogue

Listen

Ignore

America's Most Admired Companies (Fortune 2008) Apple: The New No. 1 Apple Berkshire Hathaway GE Google Toyota Starbucks FedEx Procter & Gamble Johnson & Johnson Goldman Sachs

Apple: The New No. 1

Apple

Berkshire Hathaway

GE

Google

Toyota

Starbucks

FedEx

Procter & Gamble

Johnson & Johnson

Goldman Sachs

Where do we start?

But where do your customers go?

Should you follow Twitter? Ad Week said every one is talking about it.

Or a large, relevant niche group?

Where are people talking about us? Search about your company: Company Name Company URL Products Public Facing Employees Competing Products Descriptions Company Name + sucks Company Name + rocks Company Product + review + sucks

Search about your company:

Company Name

Company URL

Products

Public Facing Employees

Competing Products

Descriptions

Company Name + sucks

Company Name + rocks

Company Product + review + sucks

Mindset Shift is Required *An exaggeration

Negative Comments? Be Transparent & Honest.

Take Always…

“ It’s time to grab that empty glass, place the open end to the wall of cyberspace and put your corporate ear to the other.” Thank you! CHERYL ESTORGIO Senior SEO Specialist www.cherylestorgio.com February 6, 2009

“ It’s time to grab that empty glass, place the open end to the wall of cyberspace and put your corporate ear to the other.”

Thank you!

CHERYL ESTORGIO

Senior SEO Specialist

www.cherylestorgio.com

February 6, 2009

References Radically Transparent -Online Reputation Management Book by Andy Beal and Judy Strauss.