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Reputation Management: Monitoring Your Brand Online
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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.

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

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    Reputation Management: Monitoring Your Brand Online Reputation Management: Monitoring Your Brand Online Presentation Transcript

    • 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. Let’s wait & see what happens.
    • 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.SERPs look like: _______Autocomplete looks like: _______
    • SEGMENT MENTIONS +
    • PINPOINT THE PROBLEM
    • According to our research: Note: we actually love this client. They were honest and listened. They knew there wasn’t a silver bullet.
    • SHOW OFF THECOMPETITION
    • Rinse and repeat.
    • PRESENT CONTENT OPPORTUNITIES “Based on our research, yourcompetition is doing an excellent job of managing their brand through:”
    • CONDUCT NEEDS ASSESSMENT
    • REVIEW: Properties & profiles Backlinks News Complaints Complaint sources Customer service process Find “quick wins”
    • 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 Guest postsAccurate product photos Authority articles Crowd-sourced video Instructional videos testimonials Industry site involvement
    • OTHER CRITICAL GOALS:
    • IMPLEMENT! 
    • Get the deck:http://www.slideshare.net/rdrysdale/Say hello! rhea@outspokenmedia.com t: @Rhea | @outspokenmedia