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