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

ORM vs RM

PERSONAL Your name Nicknames Usernames Keywords

Your name

Nicknames

Usernames

Keywords

<--- #1 SEO flash

CORPORATE Company name Brands Employees Keywords

Company name

Brands

Employees

Keywords

COMMON PROBLEMS

DOPPLEGANGERS

AUTHORITY STRUGGLES

OUTDATED INFORMATION

CUSTOMER SERVICE COMPLAINTS

CUSTOMER SERVICE COMPLAINTS

FALSE ACCUSATIONS

HATERS, CRAZIES & TROLLS

SCANDALS

ACTS OF GOD

METRICS Rankings Mentions Sentiment Questions fulfilled Conversions

Rankings

Mentions

Sentiment

Questions fulfilled

Conversions

TOOLS

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

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 - $$$

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/

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 ;)

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

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

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

Basic tactics

wait…

Advanced tactics

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 Yahoo Profiles Google Pages Plaxo NetVibes Wink Ziggs

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

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

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.

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”

Fake reviews?

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

Pay-per-post?

#3 Google Japan:

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

Paid link

REMOVAL?!

#1 Cash 4 Gold:

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

“ 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

Need help, training, a cookie?

[email_address]

Subscribe to the blog:

http://outspokenmedia.com/blog/

Follow us on Twitter:

@outspokenmedia @rhea @lisabarone @sugarrae