0
ONLINE REPUTATION MANAGEMENT Rhea Drysdale Co-founder & COO OutspokenMedia.com
ORM vs RM
PERSONAL <ul><li>Your name </li></ul><ul><li>Nicknames </li></ul><ul><li>Usernames </li></ul><ul><li>Keywords </li></ul>
<---  #1 SEO flash
CORPORATE <ul><li>Company name </li></ul><ul><li>Brands </li></ul><ul><li>Employees </li></ul><ul><li>Keywords </li></ul>
 
COMMON PROBLEMS
DOPPLEGANGERS
AUTHORITY STRUGGLES
OUTDATED INFORMATION
CUSTOMER SERVICE COMPLAINTS
CUSTOMER SERVICE COMPLAINTS
FALSE ACCUSATIONS
HATERS, CRAZIES & TROLLS
SCANDALS
ACTS OF GOD
METRICS <ul><li>Rankings </li></ul><ul><li>Mentions </li></ul><ul><li>Sentiment </li></ul><ul><li>Questions fulfilled </li...
TOOLS
MONITOR <ul><li>Google (baseline) </li></ul><ul><li>Google Alerts </li></ul><ul><li>Search.Twitter </li></ul><ul><li>Backt...
MONITOR <ul><li>Reputation Defender - $ </li></ul><ul><li>Trackur - $$ </li></ul><ul><li>Distilled.co.uk - $$ </li></ul><u...
MANAGE <ul><li>CheckUserNames.com </li></ul><ul><li>OpenID / ClaimID </li></ul><ul><li>E-mail ;) </li></ul><ul><li>34 Repu...
TRACK <ul><li>DIY - How to Build a ORM Dashboard: </li></ul><ul><li>http://www.aimclearblog.com/2009/03/16/how-to-build-a-...
ORM PROCESS
1. ANALYZE <ul><li>ORM audit: </li></ul><ul><ul><li>Screenshot SERPs </li></ul></ul><ul><ul><li>Collect  everything </li><...
2. PLAN <ul><li>Prioritize importance </li></ul><ul><li>Assign actions </li></ul><ul><ul><li>No response </li></ul></ul><u...
3. IMPLEMENT <ul><li>Basic tactics </li></ul><ul><li>wait… </li></ul><ul><li>Advanced tactics </li></ul>
TWITTER
LINKEDIN
NAYMZ or NAMYZ
FACEBOOK
MYSPACE
FRIENDFEED
FLICKR
WIKIPEDIA
KNOL
CRUNCHBASE
MORE PROFILES Spoke Classmates Reunion BrightKite MyBlogLog MeetUp Amazon BizJournals JigSaw BusinessWeek Yelp BlogCatalog...
OTHER OPTIONS <ul><li>Speaker bios </li></ul><ul><li>Guest author profiles </li></ul><ul><li>Interviews </li></ul><ul><li>...
BASICS TACTICS <ul><li>Comments: link to you </li></ul><ul><li>Be consistent with your name </li></ul><ul><li>Don’t link t...
ADVANCED TACTICS <ul><li>Create an exit strategy </li></ul><ul><li>Disable back links to company profiles </li></ul><ul><l...
ETHICS OF ORM <ul><li>Fake reviews? </li></ul>#8 for “Belkin”
ETHICS OF ORM <ul><li>Pay-per-post? </li></ul><ul><li>#3 Google Japan: </li></ul>
ETHICS OF ORM <ul><li>Paid link </li></ul><ul><li>REMOVAL?! </li></ul><ul><li>#1 Cash 4 Gold: </li></ul>
WHAT DO THESE HAVE IN COMMON?
4. PROTECT
BE PROACTIVE
BE PROACTIVE
BE HONEST
BE HONEST
BE ON THE SAME PAGE
BE ON THE SAME PAGE
BE TRANSPARENT
BE TRANSPARENT
BE PATIENT
BE PATIENT
5. RINSE & REPEAT
RESOURCES <ul><li>“ Radically Transparent”  </li></ul><ul><ul><li>by Andy Beal </li></ul></ul><ul><li>“ The 18 Immutable L...
THANK YOU <ul><li>Need help, training, a cookie? </li></ul><ul><li>[email_address] </li></ul><ul><li>Subscribe to the blog...
Upcoming SlideShare
Loading in...5
×

Online Reputation Management - SEMNE March 2009

1,779

Published on

An introduction to online reputation management from Rhea Drysdale of OutspokenMedia.com. Presented on March 18, 2009 at SEMNE. Covers the basic concept, tools, techniques and important lessons. Simple thoughts throughout, the meat came from speaking, so contact me if you have any questions or need help. rhea ( @ ) outspokenmedia.com :)

Published in: Technology, News & Politics

Transcript of "Online Reputation Management - SEMNE March 2009"

  1. 1. ONLINE REPUTATION MANAGEMENT Rhea Drysdale Co-founder & COO OutspokenMedia.com
  2. 2. ORM vs RM
  3. 3. PERSONAL <ul><li>Your name </li></ul><ul><li>Nicknames </li></ul><ul><li>Usernames </li></ul><ul><li>Keywords </li></ul>
  4. 4. <--- #1 SEO flash
  5. 5. CORPORATE <ul><li>Company name </li></ul><ul><li>Brands </li></ul><ul><li>Employees </li></ul><ul><li>Keywords </li></ul>
  6. 7. COMMON PROBLEMS
  7. 8. DOPPLEGANGERS
  8. 9. AUTHORITY STRUGGLES
  9. 10. OUTDATED INFORMATION
  10. 11. CUSTOMER SERVICE COMPLAINTS
  11. 12. CUSTOMER SERVICE COMPLAINTS
  12. 13. FALSE ACCUSATIONS
  13. 14. HATERS, CRAZIES & TROLLS
  14. 15. SCANDALS
  15. 16. ACTS OF GOD
  16. 17. METRICS <ul><li>Rankings </li></ul><ul><li>Mentions </li></ul><ul><li>Sentiment </li></ul><ul><li>Questions fulfilled </li></ul><ul><li>Conversions </li></ul>
  17. 18. TOOLS
  18. 19. MONITOR <ul><li>Google (baseline) </li></ul><ul><li>Google Alerts </li></ul><ul><li>Search.Twitter </li></ul><ul><li>Backtype </li></ul><ul><li>Backtrack </li></ul><ul><li>Social Mention </li></ul><ul><li>OMGILI </li></ul><ul><li>Technorati searches </li></ul><ul><li>Q&A Searches </li></ul>
  19. 20. MONITOR <ul><li>Reputation Defender - $ </li></ul><ul><li>Trackur - $$ </li></ul><ul><li>Distilled.co.uk - $$ </li></ul><ul><li>Radian 6 - $$$ </li></ul>
  20. 21. MANAGE <ul><li>CheckUserNames.com </li></ul><ul><li>OpenID / ClaimID </li></ul><ul><li>E-mail ;) </li></ul><ul><li>34 Reputation Management Tools </li></ul><ul><li>http://www.ducttapemarketing.com/blog/2008/03/03/34-online-reputation-management-tools/ </li></ul>
  21. 22. TRACK <ul><li>DIY - How to Build a ORM Dashboard: </li></ul><ul><li>http://www.aimclearblog.com/2009/03/16/how-to-build-a-reputation-monitoring-dashboard/ </li></ul><ul><li>A kickass company ;) </li></ul>
  22. 23. ORM PROCESS
  23. 24. 1. ANALYZE <ul><li>ORM audit: </li></ul><ul><ul><li>Screenshot SERPs </li></ul></ul><ul><ul><li>Collect everything </li></ul></ul><ul><ul><li>Assign sentiment </li></ul></ul>
  24. 25. 2. PLAN <ul><li>Prioritize importance </li></ul><ul><li>Assign actions </li></ul><ul><ul><li>No response </li></ul></ul><ul><ul><li>Private response </li></ul></ul><ul><ul><li>Public response </li></ul></ul><ul><ul><li>Company statement </li></ul></ul><ul><ul><li>Company action </li></ul></ul><ul><ul><li>SERP manipulation </li></ul></ul><ul><ul><li>Legal action </li></ul></ul><ul><ul><li>Unconventional methods </li></ul></ul>
  25. 26. 3. IMPLEMENT <ul><li>Basic tactics </li></ul><ul><li>wait… </li></ul><ul><li>Advanced tactics </li></ul>
  26. 27. TWITTER
  27. 28. LINKEDIN
  28. 29. NAYMZ or NAMYZ
  29. 30. FACEBOOK
  30. 31. MYSPACE
  31. 32. FRIENDFEED
  32. 33. FLICKR
  33. 34. WIKIPEDIA
  34. 35. KNOL
  35. 36. CRUNCHBASE
  36. 37. MORE PROFILES Spoke Classmates Reunion BrightKite MyBlogLog MeetUp Amazon BizJournals JigSaw BusinessWeek Yelp BlogCatalog Yahoo Profiles Google Pages Plaxo NetVibes Wink Ziggs
  37. 38. OTHER OPTIONS <ul><li>Speaker bios </li></ul><ul><li>Guest author profiles </li></ul><ul><li>Interviews </li></ul><ul><li>Subdomains </li></ul><ul><li>Charitable donations </li></ul><ul><li>Personal blog(s) </li></ul><ul><li>Company bios </li></ul>
  38. 39. BASICS TACTICS <ul><li>Comments: link to you </li></ul><ul><li>Be consistent with your name </li></ul><ul><li>Don’t link to company (unless you) </li></ul><ul><li>Accessible & accurate contact info </li></ul><ul><li>Keep personal/sensitive data private </li></ul><ul><li>Own your content </li></ul><ul><li>Promote your content </li></ul><ul><li>Increase back links to you </li></ul>
  39. 40. ADVANCED TACTICS <ul><li>Create an exit strategy </li></ul><ul><li>Disable back links to company profiles </li></ul><ul><li>Contact site owners </li></ul><ul><li>Copyright your content </li></ul><ul><li>Link building strategy </li></ul><ul><li>Social media strategy </li></ul><ul><li>Monitor escalation </li></ul><ul><li>Set rules of engagement </li></ul><ul><li>Own negatives, e.g. “[name] sucks” </li></ul><ul><li>Get creative. </li></ul>
  40. 41. ETHICS OF ORM <ul><li>Fake reviews? </li></ul>#8 for “Belkin”
  41. 42. ETHICS OF ORM <ul><li>Pay-per-post? </li></ul><ul><li>#3 Google Japan: </li></ul>
  42. 43. ETHICS OF ORM <ul><li>Paid link </li></ul><ul><li>REMOVAL?! </li></ul><ul><li>#1 Cash 4 Gold: </li></ul>
  43. 44. WHAT DO THESE HAVE IN COMMON?
  44. 45. 4. PROTECT
  45. 46. BE PROACTIVE
  46. 47. BE PROACTIVE
  47. 48. BE HONEST
  48. 49. BE HONEST
  49. 50. BE ON THE SAME PAGE
  50. 51. BE ON THE SAME PAGE
  51. 52. BE TRANSPARENT
  52. 53. BE TRANSPARENT
  53. 54. BE PATIENT
  54. 55. BE PATIENT
  55. 56. 5. RINSE & REPEAT
  56. 57. RESOURCES <ul><li>“ Radically Transparent” </li></ul><ul><ul><li>by Andy Beal </li></ul></ul><ul><li>“ The 18 Immutable Laws of Corporate Reputation” </li></ul><ul><ul><li>by Ronald J. Alsop </li></ul></ul><ul><li>OutspokenMedia.com/blog/ </li></ul>
  57. 58. THANK YOU <ul><li>Need help, training, a cookie? </li></ul><ul><li>[email_address] </li></ul><ul><li>Subscribe to the blog: </li></ul><ul><li>http://outspokenmedia.com/blog/ </li></ul><ul><li>Follow us on Twitter: </li></ul><ul><li>@outspokenmedia @rhea @lisabarone @sugarrae </li></ul>
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×