Online Reputation Management - SEMNE March 2009
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Online Reputation Management - SEMNE March 2009

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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. ...

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 :)

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    Online Reputation Management - SEMNE March 2009 Online Reputation Management - SEMNE March 2009 Presentation Transcript

    • 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    • OUTDATED INFORMATION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
    • CUSTOMER SERVICE COMPLAINTS
    • FALSE ACCUSATIONS
    • HATERS, CRAZIES & TROLLS
    • SCANDALS
    • ACTS OF GOD
    • METRICS
      • Rankings
      • Mentions
      • Sentiment
      • Questions fulfilled
      • Conversions
    • TOOLS
    • 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
    • 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
    • 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 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/
    • 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