Online Reputation Management

Titel tekst Beschrijving slide Online Reputation Management Barcamp – 5/5/2007

Disclaimer
This presentation = meant to provoke.
Is this:
legal?
feasable?
nice?
marketable?

PR is changing
Top of Mind -> Top of Page
2. Radical Transparancy ( Setec Astronomy )

Reputation is online Your company’s reputation is decided online. And you can not control it.

How to handle it

Online reputation
Three easy steps:
Build real estate
Monitor
Cleanup

Step 1 Build real estate Have a network of trusted, high authority sites ready.

Step 2 Monitor Follow what’s being said about you (live), and detect sentiment and trends.

Step 3 Cleanup Step into the conversation, and control what turns up in search engines.

Real estate

Location, location, location
high authority links rule Google
build up a network of sites
keep them on topic

Quality content
useful resources
build up over time

Linkbait
build up links
you need to targe linkers
but linkers are not your audience!

Social media
learn how to use Digg, Delicious etc.
get profiles on every popular social network

Claim your ID
claim your brand name on every popular social media site
make sure Google knows it: create a linkpage (tip: Squidoo)

Go offline
join offline meetings
personal contact = best linkbait ever

Monitor

People are talking
find out what your industry’s ‘watering holes’ are
join the conversation

Influencers
identify your industry’s influencers
read, read, read!
get acquainted

Track real-time
MetaTale
Attentio
Technorati
Google blogsearch
…

Cleanup

Claim first page
occupy the first page
different sites
tip: subdomains are your friend!

React
negative info: react on page
set things right!
explain

Search & destroy
identify forum owners, blog owners etc.
ask politely (funny how often that works)
explore legal options (cease & desist)

Go black hat
link flooding
duplicate content filter
…

Professionals

Sendin’ the Wolf
You ain't got no problem, Jules. I'm on the motherfucker. Go back in there, chill them niggers out and wait for the Wolf who should be coming directly.
You sendin' the Wolf? - Oh, you feel better, m otherfucker? - Shit, Negro, that's all you had to say!

The Wolf Professional online reputation managers. They *know* how to control your online reputation.

Competencies
SEO & SEA
Community management & buzz
PR & copy-writing
Legal knowledge
Interactive advertising

Questions

Financial
is this a business model?
is there a market?

Practical
your reputation = your passion
is it possible to outsource passion?

Ethical
is all this ethical?

You tell me Time for discussion…

Bart De Waele bart@netlash.com www.netlash.com www.ondernemeringent.be

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Online Reputation Management

by Bart De Waele on May 04, 2007

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Online Reputation Management — Presentation Transcript