Online Reputation Management - SEMNE March 2009

ONLINE REPUTATION MANAGEMENT Rhea Drysdale Co-founder & COO OutspokenMedia.com

ORM vs RM

PERSONAL
Your name
Nicknames
Usernames
Keywords

<--- #1 SEO flash

CORPORATE
Company name
Brands
Employees
Keywords

COMMON PROBLEMS

DOPPLEGANGERS

AUTHORITY STRUGGLES

OUTDATED INFORMATION

CUSTOMER SERVICE COMPLAINTS

FALSE ACCUSATIONS

HATERS, CRAZIES & TROLLS

SCANDALS

ACTS OF GOD

METRICS
Rankings
Mentions
Sentiment
Questions fulfilled
Conversions

MONITOR
Google (baseline)
Google Alerts
Search.Twitter
Backtype
Backtrack
Social Mention
OMGILI
Technorati searches
Q&A Searches

MONITOR
Reputation Defender - $
Trackur - $$
Distilled.co.uk - $$
Radian 6 - $$$

MANAGE
CheckUserNames.com
OpenID / ClaimID
E-mail ;)
34 Reputation Management Tools
http://www.ducttapemarketing.com/blog/2008/03/03/34-online-reputation-management-tools/

TRACK
DIY - How to Build a ORM Dashboard:
http://www.aimclearblog.com/2009/03/16/how-to-build-a-reputation-monitoring-dashboard/
A kickass company ;)

ORM PROCESS

1. ANALYZE
ORM audit:
Screenshot SERPs
Collect everything
Assign sentiment

2. PLAN
Prioritize importance
Assign actions
No response
Private response
Public response
Company statement
Company action
SERP manipulation
Legal action
Unconventional methods

3. IMPLEMENT
Basic tactics
wait…
Advanced tactics

TWITTER

NAYMZ or NAMYZ

FACEBOOK

MYSPACE

FRIENDFEED

FLICKR

WIKIPEDIA

CRUNCHBASE

MORE PROFILES Spoke Classmates Reunion BrightKite MyBlogLog MeetUp Amazon BizJournals JigSaw BusinessWeek Yelp BlogCatalog Yahoo Profiles Google Pages Plaxo NetVibes Wink Ziggs

OTHER OPTIONS
Speaker bios
Guest author profiles
Interviews
Subdomains
Charitable donations
Personal blog(s)
Company bios

BASICS TACTICS
Comments: link to you
Be consistent with your name
Don’t link to company (unless you)
Accessible & accurate contact info
Keep personal/sensitive data private
Own your content
Promote your content
Increase back links to you

ADVANCED TACTICS
Create an exit strategy
Disable back links to company profiles
Contact site owners
Copyright your content
Link building strategy
Social media strategy
Monitor escalation
Set rules of engagement
Own negatives, e.g. “[name] sucks”
Get creative.

ETHICS OF ORM
Fake reviews?
#8 for “Belkin”

ETHICS OF ORM
Pay-per-post?
#3 Google Japan:

ETHICS OF ORM
Paid link
REMOVAL?!
#1 Cash 4 Gold:

WHAT DO THESE HAVE IN COMMON?

4. PROTECT

BE PROACTIVE

BE HONEST

BE ON THE SAME PAGE

BE TRANSPARENT

BE PATIENT

5. RINSE & REPEAT

RESOURCES
“ Radically Transparent”
by Andy Beal
“ The 18 Immutable Laws of Corporate Reputation”
by Ronald J. Alsop
OutspokenMedia.com/blog/

THANK YOU
Need help, training, a cookie?
[email_address]
Subscribe to the blog:
http://outspokenmedia.com/blog/
Follow us on Twitter:
@outspokenmedia @rhea @lisabarone @sugarrae

Online Reputation Management - SEMNE March 2009

by Rhea Drysdale on Mar 19, 2009

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Online Reputation Management - SEMNE March 2009 — Presentation Transcript