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Reputation Management:Monitoring Your Brand Online       PubCon Vegas 2012     @rhea | @outspokenmedia
s  OR M i         e…awesom L!         FUa nd AW
“Zomg, everyone hates us!Can you fix our SERPs?!”
I can clean up your SERPs,    that’s the easy part.But, YOU have to change.
Change is hard.
Enterprise-level change       feels like:
CODEFREEZE!                  Legal                made a few                changes…   We can only change  title tags.    ...
How do we herd ourenterprise-level cats?
SHARE THE DATA
DATA IS SEXY! (and gets buy-in)143 negative mentions             …over 6 months                       …from 8 sources.SERP...
SEGMENT MENTIONS              +
PINPOINT THE PROBLEM
According to our research:   Note: we actually love this client. They were honest and      listened. They knew there wasn’...
SHOW OFF THECOMPETITION
Rinse and repeat.
PRESENT CONTENT       OPPORTUNITIES   “Based on our research, yourcompetition is doing an excellent job of   managing thei...
CONDUCT NEEDS ASSESSMENT
REVIEW:          Properties & profiles          Backlinks          News          Complaints          Complaint sources    ...
DEFINE KPIs & REPORTING
AGENCY KPIsWhat does success look like?1.Positive SERPs2.Positive Autocomplete3.Conversions
INTERNAL KPIsWhat does success look like?1.Decrease in complaints2.Increase in satisfied customers
ANTICIPATE ROADBLOCKS
Proactive Project Management Brand guidelines      Approval process Legal restrictions   Development calendar
DEVELOP STRATEGY
ON-SITE                     OFF-SITERevise terms & conditions         Social strategyNew product descriptions             ...
OTHER CRITICAL GOALS:
IMPLEMENT! 
Get the deck:http://www.slideshare.net/rdrysdale/Say hello!  rhea@outspokenmedia.com  t: @Rhea | @outspokenmedia
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Reputation Management: Monitoring Your Brand Online

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Enterprise-level online reputation monitoring. Strategies and tools to help manage your ORM efforts.

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Transcript of "Reputation Management: Monitoring Your Brand Online"

  1. 1. Reputation Management:Monitoring Your Brand Online PubCon Vegas 2012 @rhea | @outspokenmedia
  2. 2. s OR M i e…awesom L! FUa nd AW
  3. 3. “Zomg, everyone hates us!Can you fix our SERPs?!”
  4. 4. I can clean up your SERPs, that’s the easy part.But, YOU have to change.
  5. 5. Change is hard.
  6. 6. Enterprise-level change feels like:
  7. 7. CODEFREEZE! Legal made a few changes… We can only change title tags. Let’s wait & see what happens.
  8. 8. How do we herd ourenterprise-level cats?
  9. 9. SHARE THE DATA
  10. 10. DATA IS SEXY! (and gets buy-in)143 negative mentions …over 6 months …from 8 sources.SERPs look like: _______Autocomplete looks like: _______
  11. 11. SEGMENT MENTIONS +
  12. 12. PINPOINT THE PROBLEM
  13. 13. According to our research: Note: we actually love this client. They were honest and listened. They knew there wasn’t a silver bullet.
  14. 14. SHOW OFF THECOMPETITION
  15. 15. Rinse and repeat.
  16. 16. PRESENT CONTENT OPPORTUNITIES “Based on our research, yourcompetition is doing an excellent job of managing their brand through:”
  17. 17. CONDUCT NEEDS ASSESSMENT
  18. 18. REVIEW: Properties & profiles Backlinks News Complaints Complaint sources Customer service process Find “quick wins”
  19. 19. DEFINE KPIs & REPORTING
  20. 20. AGENCY KPIsWhat does success look like?1.Positive SERPs2.Positive Autocomplete3.Conversions
  21. 21. INTERNAL KPIsWhat does success look like?1.Decrease in complaints2.Increase in satisfied customers
  22. 22. ANTICIPATE ROADBLOCKS
  23. 23. Proactive Project Management Brand guidelines Approval process Legal restrictions Development calendar
  24. 24. DEVELOP STRATEGY
  25. 25. ON-SITE OFF-SITERevise terms & conditions Social strategyNew product descriptions Guest postsAccurate product photos Authority articles Crowd-sourced video Instructional videos testimonials Industry site involvement
  26. 26. OTHER CRITICAL GOALS:
  27. 27. IMPLEMENT! 
  28. 28. Get the deck:http://www.slideshare.net/rdrysdale/Say hello! rhea@outspokenmedia.com t: @Rhea | @outspokenmedia
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