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