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Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
Online Reputation Management
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Online Reputation Management

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  • 1.  How Your Online Reputation Can Be Damaged… and What You Can Do to Fix It!
  • 2. Presentation Overview <ul><li>What Is Your Online Reputation? (with an intro!) </li></ul><ul><li>What is Reputation Management? </li></ul><ul><li>Ways Your Online Reputation Can Be Damaged </li></ul><ul><li>How a Poor Online Reputation Can Affect You </li></ul><ul><li>Ways to Fix Your Online Reputation </li></ul><ul><li>How to Monitor Your Online Reputation </li></ul><ul><li>Conclusion </li></ul>
  • 3. Monologue vs Dialogue 1. Marketers used to control the conversation: Radio, TV and print advertising was expensive and we listened because it paid for our entertainment. 2. The customer controls the conversation : Now blogging and social media gives every internet user a platform to publicly broadcast their observations and opinions in an instant.
  • 4. Listen or Perish “ Its time to turn the megaphone around” -Tara Hunt, The Whuffie Factor 3. Learn to listen or proceed at great risk Big brands like Pepsi and Domino’s Pizza were exposed to near-immediate criticisms on a worldwide basis. When they listen, they can respond.
  • 5. Listen or Perish
  • 6. The BIG Secret: Even Bad Reviews Boost Sales Think letting customers post cranky reviews of your products will scare away sales? Here’s the surprising truth: AlpacaDirect.com implemented an independent review service on their site, and “saw sales climb 23% on products that had reviews.” Internet shoppers rank reviews as the most desired feature of a Web site, according to a recent survey by Forrester Research.
  • 7. What is Your Online Reputation? <ul><li>Your (or your business’s) online reputation is the perception on the Internet that others have of you based on your “digital footprint” </li></ul><ul><li>Examples of items that build your digital footprint: </li></ul><ul><ul><li>Any content that you create and share online </li></ul></ul><ul><ul><li>Pictures and videos </li></ul></ul><ul><ul><li>Customer feedback about your business </li></ul></ul><ul><ul><li>Any information created about you </li></ul></ul>
  • 8. Examples of Websites <ul><li>Your persona in the digital world shows up on sites such as these: </li></ul><ul><ul><li>Shopping websites: eBay &amp; Amazon </li></ul></ul><ul><ul><li>Social Networks: Twitter, Facebook LinkedIn </li></ul></ul><ul><ul><li>Review Sites: Yelp </li></ul></ul><ul><ul><li>Consumer Complaint Sites: Ripoffreport.com </li></ul></ul><ul><ul><li>Basically, anything that shows up in the search results… </li></ul></ul>
  • 9. eBay Example
  • 10. Amazon Example
  • 11. Yelp Example
  • 12. LinkedIn Example
  • 13. CDC &amp; Social Media Twitter Video ( YouTube ) MySpace Widgets Facebook Centers for Disease Control Social Media site. Retrieved from http://www.cdc.gov/socialmedia/ .
  • 14. The Future of Social Media Baekel. T. (April 27, 2009). Where is everyone? Baekel Online Magazine. Retrieved from http://www.baekdal.com/articles/Management/market-of-information/ .
  • 15. What is Reputation Management? <ul><li>Definition: Consistent research and analysis of your “digital footprints” that collectively form your personal or business reputation </li></ul><ul><li>Also known as “Online Reputation Monitoring” </li></ul><ul><li>In the industry, its roken into preemptive and reactive reputation management </li></ul>
  • 16. Ways Your Online Reputation Can Be Damaged <ul><li>Controversial pictures of you online (Facebook privacy settings) </li></ul><ul><li>Customer complaints online about you, your products, or your business (complaint boards) </li></ul><ul><li>Negative discussions about you, your products, or your business on forums/message boards (Yelp) </li></ul><ul><li>Negative articles or blog posts by others (wordpress) </li></ul><ul><li>Controversial or detrimental digital content created by you (blogs, Twitter posts, etc.) – ‘buffdude’ </li></ul>
  • 17. RipOffReport Example
  • 18. Photos Examples: Michael Phelps and Matt Leinert
  • 19. How a Poor Online Reputation Can Affect You <ul><li>Job Search – Employers can Google your name and check out your Facebook </li></ul><ul><li>Prospects can read your customer reviews on Yelp, Amazon, eBay, etc. </li></ul><ul><li>If prospects Google your name and see negative reviews about your business, you could lose business </li></ul><ul><li>Lose potential business partners and investors if they see a lot of negative info on you </li></ul>
  • 20. The Customer Path of Discovery
  • 21. &nbsp;
  • 22. Ways to Fix Your Online Reputation 1. Check Your Name and Create New Web Properties Create positive web properties to push down any negative web properties in the search engines <ul><li>Research and protect your brand and trade names </li></ul><ul><li>Don’t let someone else become “Facebook/YourCompany” </li></ul><ul><li>KnowEm.com – free or paid </li></ul>
  • 23. 2. See where you are being found <ul><li>Do Proactive Searches: </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Technorati </li></ul></ul>
  • 24. 3. Setup monitors <ul><li>Google Alerts, RSS Feeds </li></ul><ul><li>Search.Twitter.com/advanced </li></ul>
  • 25. Conclusion – What You Learned <ul><li>What Online Reputation Is </li></ul><ul><li>What Online Reputation Management Is </li></ul><ul><li>How Your Online Reputation Can Be Damaged </li></ul><ul><li>How a Poor Online Reputation Can Affect You </li></ul><ul><li>Ways to Fix Your Online Reputation </li></ul><ul><li>How to Monitor Your Online Reputation </li></ul>
  • 26. Social Media Resources <ul><li>Mashable: http://www.mashable.com </li></ul><ul><li>Brian Solis (PR 2.0): http://www.briansolis.com </li></ul><ul><li>PR Squared: http://www.pr-squared.com/ </li></ul><ul><li>Web Strategy (Jeremiah Owyang): http://www.web-strategist.com/blog/ </li></ul><ul><li>Groundswell (Christine Li / Forrester Research): </li></ul><ul><li>http://blogs.forrester.com/groundswell/ </li></ul><ul><li>Social Media e-Books: http://mashable.com/2008/03/19/ebooks-social-media/ </li></ul><ul><li>Online Reputation Management </li></ul><ul><ul><li>Top 10 Free Tools for Monitoring Your Brand’s Reputation: http://mashable.com/2008/12/24/free-brand-monitoring-tools/ </li></ul></ul><ul><ul><li>How to build the ultimate social media resume: http://mashable.com/2009/01/13/social-media-resume/ </li></ul></ul>

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