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Online Reputation Management in 2011

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Talk at Schulich School of Business on March 28, 2011

Talk at Schulich School of Business on March 28, 2011

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  • http://www.theglobeandmail.com/news/technology/tech-news/canadians-internet-usage-nearly-double-the-worldwide-average/article1934508/
  • http://www.theglobeandmail.com/news/technology/tech-news/ubb-internet/our-growing-data-appetite/article1896708/?from=1934508
  • More here: http://blogs.hbr.org/cs/2010/10/why_isnt_your_ceo_tweeting.html
  • http://www.webershandwick.com/resources/ws/flash/SocCEOGraph.jpg http://www.webershandwick.com/Default.aspx/AboutUs/PressReleases/2010/64PercentoftheWorld%E2%80%99sLargestCompanyCEOsareNotSocialOnlineAccordingtoNewWeberShandwickStudy Full study here: http://www.webershandwick.com/resources/ws/flash/Socializing_Your_CEO_FINAL.pdf
  • http://www.ceoreputationmanagement.com/ http://www.brandtitan.com/topic/ceo-reputation-management.html Books on building CEO reputation and company reputation include Reputation by Charles Fombrun, " Building Reputational Capital " by Kevin T. Jackson, The 18 Immutable Laws of Corporate Reputation by Ron Alsop, and CEO Capital: A Guide to Building CEO Reputation and Company Success by Leslie Gaines-Ross.
  • 2010 Canadian Business/Reputation Institute “ Canada’s Most Reputable Companies” http://www.reputationinstitute.com/advisory-services/global-pulse
  • http://www.emarketer.com/Article.aspx?R=1008053
  • http://www.emarketer.com/Article.aspx?R=1008054
  • http://www.emarketer.com/Article.aspx?R=1007393 http://www.conversationagent.com/2009/11/lists-permission-and-content-marketing.html Providing value Value is contextual and is content-dependent. Your job as a marketer is to articulate what is already there, and highlight its existing value through relevant and valuable content that attracts, engages, and acquires a clearly defined and understood group of people . You do it to meet a stated objective or set of goals. With the help of social media, you can make those communications as frequent as the people on the other side wish to make them, thus gaining some insights into who and how often by interacting with them in a context in which they choose to syndicate your content, follow your account, or become a fan of your product page . Maybe you started with a blog and you attracted many to subscribe. How do you know that those same people are interested in more offers from you? How do you build a list from there? Give your readers the opportunity to subscribe to a newsletter, or to follow a specific Twitter account where you share special deals.
  • Data Privacy Day: Perceptions study http://www.slideshare.net/PingElizabeth/data-privacy-day-online-reputation-research
  • http://www.reputationdefender.com/
  • http://www.forbes.com/2007/05/24/google-search-reputation-cx-tech_ag_0525google.html
  • http://gregladen.com/wordpress/?p=1022
  • http://en.wikipedia.org/wiki/Talk:Reputation.com
  • http://www.reputation.com/blog/2011/01/12/changing-our-name-but-not-our-mission/
  • http://news.cnet.com/8301-30684_3-20028997-265.html
  • http://lawiscool.com/2008/08/29/social-media-when-time-money/
  • http://www.businessinsider.com/content-is-no-longer-king-curation-is-king-2010-6
  • http://www.guykawasaki.com/
  • http://blog.socialmediamafia.com/2008/08/jailhouse-tips-for-surviving-online/ http://www.mattcutts.com/blog/how-to-report-paid-links/ https://www.google.com/webmasters/tools/paidlinks?hl=en&pli=1 http://en.wikipedia.org/wiki/Fake_blog
  • http://www.nytimes.com/2011/02/13/business/13search.html?_r=1&smid=fb-nytimes&WT.mc_id=BU-SM-E-FB-SM-LIN-SOI-021311-NYT-NA&WT.mc_ev=click
  • http://blogs.hillandknowlton.com/
  • http://www.boardtracker.com/ SocialMention.com
  • http://technomarketer.typepad.com/technomarketer/2008/05/owning-your-dig.html http://redcouch.typepad.com/weblog/2008/04/blog-herald-cal.html http://edu.blogs.com/edublogs/2008/06/buy-your-domain.html http://www.1938media.com/forum/
  • former Liberal MP Don Boudria when his name was registered by an antagonistic party The Speaker: Honestly, the hon. member for Calgary Southeast need not suggest that any hon. member of this House is ignorant. Mr. Jason Kenney: Mr. Speaker, of the Internet. The Speaker: That does not make it better. He could say that he has perhaps missed the point or something. We do not need to use this kind of language. I would urge the hon. member to show some restraint. Mr. Jason Kenney: Mr. Speaker, let me be clear. I did not mean ignorant in the pejorative sense but in an objective sense that the member apparently does not understand the process by which domain names are registered on the Internet.
  • Now goes to mikechong.ca
  • http://www.slaw.ca/2009/11/17/google-embarks-on-legal-publishing/
  • http://www.courthousenews.com/2011/03/08/34747.htm
  • http://www.boingboing.net/2011/01/17/stupid-legal-threat.html
  • http://www.slaw.ca/2009/10/14/cloud-computing-and-the-legal-significance-of-terms-of-service/ http://danmichaluk.wordpress.com/2009/10/11/case-report-court-finds-warantless-search-for-isp-subscriber-info-unresonable-admits-evidence/ http://www.slaw.ca/2009/09/13/norwich-orders-applied-to-gmail-account http://www.canlii.org/en/on/onsc/doc/2009/2009canlii46447/2009canlii46447.html http://www.citmedialaw.org/threats/cohen-v-google-blogger
  • http://www.vancouversun.com/news/Legal+claims+onlinedefamation+rise/4142690/story.html
  • http://www.canadianmedicinenews.com/2009/10/do-doctors-need-reputation-management.html
  • http://www.vancouversun.com/health/Doctor+continues+fight+clear+name/4475731/story.html Also bkg: http://www.pr-inside.com/doctor-launches-libel-action-against-british-r1432419.htm
  • http://advertisingaphasia.blogspot.com/2010/05/foursquare-central-london-transport.html
  • http://www.manatt.com/news-areas.aspx?id=13070
  • http://mikeyounglaw.com/internet-lawyer/do-not-track-me-online-act-of-2011-jackie-speier/
  • http://bhc3.wordpress.com/2009/12/14/foursquare-square-killer-small-business-social-crm/ http://rcrossd.com/foursquare-democratizing-the-loyalty-program
  • http://www.wired.com/threatlevel/2010/02/yelp-sued-for-alleged-extortion/
  • http://www.huffingtonpost.com/lawrence-coburn/is-the-yelp-controversy-o_b_169604.html Also http://www.nytimes.com/2009/03/03/technology/start-ups/03yelp.html?_r=2 http://news.cnet.com/8301-13577_3-10170895-36.html?tag=mncol;title
  • http://twitter.com/MelissaFeeney/status/1391200331
  • http://searchengineland.com/spying-on-your-paid-search-competitors-13235
  • http://mixtmedia.files.wordpress.com/2008/11/social-media-adoption-curve2.png
  • http://en.wikipedia.org/wiki/PageRank http://www.searchenginejournal.com/manipulating-alexa-traffic-rankings/3044/ http://www.nevillehobson.com/2009/11/15/little-trust-in-technorati/
  • Ping.fm Michael Ames – techhermit.blogspot.com
  • http://en.wikipedia.org/wiki/Search_engine_optimization http://en.wikipedia.org/wiki/Search_engine_marketing
  • http://www.slaw.ca/2010/07/21/blogging-is-a-vulnerable-method-of-publication/
  • http://www.binarylaw.co.uk/index.php/2009/09/05/search-engine-optimisation-a-holistic-approach/
  • http://technology.inc.com/managing/articles/200809/competitors.html
  • http://blogs.sitepoint.com/tools-manage-online-reputation/
  • http://www.mediabistro.com/alltwitter/5-tools-to-measure-your-twitter-influence_b3570
  • http://www.seobook.com/archives/000289.shtml
  • http://www.networkworld.com/news/2010/060710-tech-argument-search.html
  • http://www.omarha-redeye.com/looking-for-a-reputation-management-lawyer/
  • http://www.socialseo.com/the-best-seo-competitor-tracking-tools-online.html
  • http://www.compete.com/
  • http://www.alexa.com/
  • http://www.spyfu.com/

Online Reputation Management in 2011 Presentation Transcript

  • 1. Online Reputation Management: Techniques and Tactics March 28, 2011 Omar Ha-Redeye AAS, BHA (Hons.), PGCert, J.D. CNMT, RT(N)(ARRT)
  • 2. Overview
    • Part 1 - Introduction to Online Reputation Management
    • Part 2 - Control or Influencing Public Perception
    • Part 3 - Evaluating Your Online Presence
  • 3.  
  • 4.  
  • 5.  
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10.  
  • 11.  
  • 12.  
  • 13. Reputation of the 50 Largest Canadian Companies
  • 14.  
  • 15.  
  • 16.  
  • 17. Social in the Front Seat
    • Christopher Barger, Global Director of Social Media, General Motors
    • “ The brands are now baking social into their overall marketing budget. It’s incorporated into all the programs.”
    • “ We can start thinking about a social strategy that is more in line with the rest of the strategy for marketing, rather than picking off opportunities piecemeal and hoping that they fit.”
  • 18. What About Small Businesses?
  • 19.  
  • 20.  
  • 21. Part 2 – Control and Influencing Online Reputation
    • Data Privacy Day: Perceptions study
    • What people do to manage their online reputation
      • Divide between personal and professional identities.
      • Use measures to protect and manage their online reputation.
      • Apply both proactive and reactive methods of reputation management.
      • Divided about ability to manage their online reputation and on ownership of issues .
  • 22.  
  • 23.  
  • 24. Reputation Defender to the Rescue...
  • 25.  
  • 26. … Or Not?
  • 27.  
  • 28.  
  • 29.  
  • 30.  
  • 31.
    • "Google is not God, it is not the First Amendment, and it's not the truth. It's probably the best machine of the last 10 years, but it's just a machine."
      • Michael Fertik, founder of Reputation.com, January 20, 2011
  • 32. Omar’s 4 Steps to Reputation Management
    • Dedicate
    • Collaborate
    • Mitigate
    • Litigate
  • 33. 1. Dedicate
    • Web presence is part of branding
      • Reliability creates loyalty
    • Time commitment
      • Scheduling posts
      • Long-term planning
        • Can be as little as 15 min. a day
    • Content is king
      • Regular posts; predictability
      • New, original content
      • Or is it?
  • 34.  
  • 35.  
  • 36. 2. Collaborate
    • Collaboration is Key
      • Links are still basis for traffic flow
      • Be aware of rel=“nofollow”
    • Link to other reputable sites
    • Link internally to related content
    • Build relationships
      • With related material
      • Other websites/writers
    • Don’t “Flog”
  • 37.  
  • 38. Political Blogger Alliances
    • Blogging Tories (www.bloggingtories.ca/)
      • 300 blogs, avg. 3,000 readers/day
    • Liblogs (www.liblogs.ca/) ‏
    • New Democrats Online ( http://www.newdemocratsonline.ca/ ) ‏
      • Formerly Blogging Dippers
    • Progressive Bloggers (www.progressivebloggers.ca/) ‏
    • Blogging Canadians
      • All parties and non-partisan
  • 39. Collaboration Tools
    • Track inbound links
      • Reciprocate
      • Acknowledge
    • Microblogging
      • Twitter
      • Facebook Status
    • Use short urls
      • Tiny.url (2002)
      • Tr.im
        • Link rot issue
      • Bit.ly
  • 40. Internal Group Collaboration
  • 41. 3. Mitigate
    • Create web presence in advance
      • <name>.com
    • Own brand on social networks
      • Verify social media accounts where possible
    • Monitor regularly
        • Google Alerts
        • SocialMention
        • BoardTracker
    • Adapt to changes over time
  • 42. Shel Israel
    • Author in Silicon Valley
      • “ Naked Conversations, How Blogs are Changing the Way Businesses Talk with Customers” (2006)
      • “ Twitterville” (2009)
    • Hosted an online talk show, Global Neighbourhoods with Shel Israel
    • Lorne Feldman registered ShelIsrael.com (2008)
  • 43. Rep Mgt Enters the House
    • Mr. Jason Kenney (Calgary Southeast, CPC): Mr. Speaker, the only additional element that the hon. member has brought to the Chair’s attention relates to a matter which is in no way, shape or form within the purview of this House or your honour and it never has been, and hopefully never will be, that is to say, the registration of domain names on the World Wide Web. I understand my hon. friend opposite is learned with respect to parliamentary procedure but I must infer from his remarks that he is stupefiedly (sic) ignorant about the commercial practices on the Internet.
  • 44. JasonKenney.Org
  • 45.  
  • 46. Stay Above the Fold
  • 47. 4. Litigate
  • 48.
    • Litigation is only an option of last resort
      • Extremely costly
      • Not time effective
      • Potential for backlash
    • Know and assess adversary
      • Seek non-confrontational resolution if possible
      • Address through 3 rd Parties
    • Potentially public permanent legal record
      • Google Scholar now indexing legal cases
    • Do not engage in flame wars
  • 49. Pre-Litigation Options
    • Simple request
    • Educate
      • Discussion page on wikis
      • Provide your POV on own site
    • Notice-and-Takedown
      • Enforce copyright, trademark
    • Warning letter
    • Ignore completely
  • 50. When Not to Litigate
    • Don’t litigate when
      • The view expressed is:
        • an opinion
        • true
      • Metatags
        • Keywords vs. ads
      • Fair use (copyright)
      • Political (usually
  • 51.  
  • 52.  
  • 53.
    • Better to litigate:
      • History
        • Litigation
        • irresponsible commentary
          • Malice is not needed
      • ( Hill v. Church of Scientology)
      • Anonymous bloggers
        • Reveal identity through proceedings
  • 54. Vigna v. Levant , 2010 ONSC 6308
    • Judgment released November 18, 2010
    • Plaintiff was a lawyer with Canadian Human Rights Commission
    • Sued Ezra Levant, lawyer and political activist, for blog posts on his site
    • Judge awarded $25,000 in damages, and ordered defamatory posts removed
    • costs decision on January 26, 2011 awarded over $32,500 plus taxes
  • 55. Anonymity is a Myth
    • R. v. Cuttell , 2009 ONCJ 471
      • 3 rd Party custody of confidential information does not automatically extinguish any reasonable expectation of privacy
      • rights reserved by the third-party vis-a-vis
    • York University v. Bell Canada Enterprises , 2009 CanLII 46447 (ON S.C.)
      • Use of Norwich order
        • Privacy interest v. interests of justice
        • Limited for specific purposes, not absolute
      • Privacy interests overridden by s. 7(3)(c) of PIPEDA
    • Cohen v. Google, Inc., Index No. 100012/09 (N.Y. Cty. Aug. 17, 2009).
      • Skanks in NYC (Blogspot)
      • pre-action disclosure
  • 56.  
  • 57. Ratings and Ranking Sites
    • RateMyProfessors.com
    • RateMyTeachers.com
    • RateMDs.com
      • Foda et al v. RateMDs, Inc ., California Northern District Court
  • 58. The Ratingz Network
      • CampRatingz.com
      • ChildCareRatingz.com
      • ClubRatingz.com
      • DrugRatingz.com
      • LawyerRatingz.com
      • RadioRatingz.com
      • VetRatingz.com
      • AccountantRatingz.com
      • CollegeDormRatingz.com
      • MechanicRatingz.com
      • RestaurantRatingz.com
      • SalonRatingz.com
      • SkiRatingz.com
      • TVratingz.com
  • 59.  
  • 60.  
  • 61.  
  • 62. Location-Based Ratings
  • 63.  
  • 64.  
  • 65.  
  • 66.  
  • 67.  
  • 68.  
  • 69. Case Study: The Obama Campaign
  • 70. A Global Brand
  • 71. My Barack Obama (MyBO)
    • Focus on what matters; use the online tools to organize offline action.
    • Incite the right actions; Building incentives that reward the right type
    • Leverage creativity; engage with the campaign on their own terms
    and Neighbor to Neighbor (N2N)
    • Making users comfortable
    • Creating small and frequent campaigns
  • 72. Customized Email
    • The Mandate:
    • Mobilization — Ensure a consistent messaging strategy that encompassed both short - and long-term communication objectives.
    • Messaging — Reinforce the campaign’s overall new media strategy to encourage offline action.
    • Motivation — Draft compelling content that would invite voters to contribute financially to the campaign.
    • Meaningful content — Provide supporters with meaningful and relevant content that was applicable to their personal situation.
  • 73. SMS and Mobile
    • Always let users opt in — All aspects of the campaign’s text messaging program depended on voluntarily offered information
    • Create a conversation — The Obama team was unique in its use of SMS text messaging because the campaign staff responded to inquiries and feedback.
    • Portable engagement — The campaign’s innovative iPhone application made supporting Obama easy everywhere you went.
  • 74. The Obama Blog
    • Tell a story — The campaign regularly profiled grassroots organizers and featured compelling guest blogs
    • Use an old feature in a new way —standard comment section transformed iinto an area of lively discussion and debate
    • Provide a digital gateway —positioned the blog as a gateway for supporters to discover other ways to participate with the Obama movement (MyBO, emails, etc.)
    • Lead by example —publish content and feedback provided by supporters reinforced through example the philosophies that guided the campaign
  • 75. Social Networks – Obama Everywhere
    • Be where your consumers are
    • Make sure it fits
    • Understand online social etiquette
    • Transform social networks into distribution platforms
    • Embrace internal and external content
  • 76. Video
    • Build a history
    • Speak directly to consumers
    • Share your content
    • Different types:
      • Life streaming
      • Campaign created
      • User generated
  • 77. Analytics and Ads
    • Think like the end user
    • The power of iteration
  • 78. Twitter’s Largest, On Ice
  • 79.  
  • 80.  
  • 81.  
  • 82. Part 3 – Tools and Techniques
  • 83. Establish your Brand
    • Become a broadcaster…
    • … and beyond…
  • 84.  
  • 85. Monitoring Page Rankings
    • Technorati: an Internet search engine for searching blogs
      • Not updating properly recently
      • 112.8 million blogs (2008)
    • Alexa rankings
      • # times users with toolbars visit site
      • Can be inaccurate
      • Subject to manipulation
    • Google PageRank ( U.S. Patent 6,285,999 )
      • Does not consider relationship of page to referring resources
      • depends on the number and quality of inbound links
  • 86.  
  • 87. SEO v. SEM
    • Search engine optimization (SEO): increasing the volume or quality of traffic to a web site from search engines via &quot;natural&quot; or un-paid search results
    • Search engine marketing (SEM): a form of Internet marketing that seeks to promote websites by increasing visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion
  • 88. SEO Basics
    • Google ranks web pages according to perceived relevance and authority
      • possible search terms by the user (keywords)
    • SEO not an exact science, more of an art
      • basic principles are well-established
      • easily understood
      • readily implemented by the non-technical.
    • algorithm is a closely-guarded secret, constantly changing
      • intelligent guesswork
        • relative importance of factors
      • analysis and experience of what works
  • 89. Blogging is Vulnerable
  • 90. Types of Factors
    • 2 sets of factors affect page ranks
    • On-site and on-page factors
      • inherent value of your pages
      • design and structure of your website generally
      • layout and content of individual pages
    • Off-page factors
      • how others value you
      • number and value of links from other sites to your pages
      • work consistently at gaining and retaining these “votes”
  • 91. On-site and on-page factors
    • website IP address
    • server location
    • domain name of website
    • URL of page
    • title of page
    • meta description of page
    • freshness of page content
    • links on page to external websites
    • page “theme”
    • website “theme”
  • 92. Off-page factors
    • number of links to website
    • PageRank of links to website
    • number of links to page
    • PageRank of links to page
    • text in links to page (anchor text) page click-through rate (CTR)
    • “ stickiness” of page
    • total number of pages on website
  • 93. Monitoring Tools
    • Google Alerts
    • Site Analytics
    • eBay
    • Twitter
    • Learn about staff
      • LinkedIn
    • RSS Feeds
  • 94. Blog Monitoring
    • BackType Blog Comments Monitoring  –
    • indexes conversations from blogs, social networks and other social media
    • alert function with e-mail updates when search term mentioned in a comment
    • BlogPulse  
    • complementary tools to analyze the data
    • Google Blog Search  
    • Technorati  
    • was the leading blog search engine
    • indexing millions of blog posts in real time
    • tracks the authority, influence and popularity of blogs
  • 95. Twitter Monitoring
    •   Monitter
    • real-time Twitter monitor
    • up to three keywords at a time
    •   TweetBeep
    • hourly Twitter alerts via e-mail
    • specify keywords, people and links
    • Tweet Later  
    • track your @replies
    • Twitter Search
    •   formerly Summize
    • Influence Tools
      • Klout
      • PeerIndex
      • Retweet Rank
      • Twitalyzer
      • Twitter Grader
  • 96. Link Monitoring
    • BackTweets
    • specific links mentioned on Twitter
    • WhoLinksToMe  
    • tracks backlinks
    • sortable by anchor text, origination, and by the target URL
    • import links from Google Webmaster Tools for enhanced analysis
    • Dead link tools
    • Link Traffic tools
  • 97. Litmus Test = Google
  • 98. Google “Reputation Management Lawyer”
  • 99.  
  • 100. SEO Tools
  • 101.  
  • 102.  
  • 103.  
  • 104.  
  • 105.  
  • 106.  
  • 107.  
  • 108.  
  • 109.  
  • 110.  
  • 111.  
  • 112.  
  • 113.  
  • 114.  
  • 115. Thank You
    • http:// OmarHa-Redeye.com
    • omar.haredeye@Gmail.com
    • @OmarHaRedeye