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Monitoring, Managing and Maintaining Your Company's Online Reputation

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View the full recorded webinar at http://bit.ly/ZHL7jr. ...

View the full recorded webinar at http://bit.ly/ZHL7jr.

Do you know what your company’s online reputation is? Many companies don’t know, and even worse, do not have a plan for managing their reputations online. It’s becoming easier by the minute for potentially damaging information to be posted online about brands, making it essential to have a process in place to monitor the digital landscape and to ward off potential crisis.
In this webinar, Search Mojo’s Janet Driscoll Miller will team up with online reputation management expert, author of Radically Transparent, and Trackur founder Andy Beal, and reputation management lawyer and founder of Threshold Counsel, PC, Christopher Gatewood, to advise you on the steps you can take to manage your brand’s online reputation.
What You Will Learn:
• How to start monitoring your brand online and identify potential issues before they become major problems
• Crucial steps to take to manage a crisis when it does happen, from both a communications and legal standpoint
• What to do after a crisis to clean up and rebuild your online reputation

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  • Show search results on ojsimpson
  • Unlike offline, which may be addressed quickly, online references can live on forever.If the situation is also offline (news coverage, etc.) you may also need a pr firm to handle your crisis communications. (example Lululemon)
  • Search results: LAutocomplete: search british petroleum, burger king
  • Is the damage finanicial? Affecting the bottom line?
  • Likely won’t get testimonials or references
  • Newspapers and other publications not likely to change information.Government documents not likely to be removed.
  • Make a list – what do you have?What can you create?
  • Fill out the profiles FULLY!Use themYOU MUST DO SOCIAL
  • Create a crisis communications plan!
  • Not always good to have all positive reviews – looks unnatural.

Monitoring, Managing and Maintaining Your Company's Online Reputation Monitoring, Managing and Maintaining Your Company's Online Reputation Presentation Transcript

  • MONITORING, MANAGING & MAINTAININGYOUR COMPANY’SONLINE REPUTATIONJANET DRISCOLL MILLER, SEARCH MOJOANDY BEAL, TRACKURCHRIS GATEWOOD, THRESHOLD COUNSEL, PC @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • TODAY’S PRESENTERSJanet Driscoll Miller Andy Beal Chris Gatewood President & CEO, Founder, Founder, Search Mojo Trackur Threshold Counsel, PC Follow on Twitter: Follow on Twitter: Follow on Twitter: @janetdmiller @AndyBeal @Gatewood5000@searchmojo #mojowebinar SEARCH-MOJO.COM
  • ABOUT SEARCH MOJO • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX, MarketingProfs, PubCon and more@searchmojo #mojowebinar SEARCH-MOJO.COM
  • OUR CLIENTS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • ABOUT TRACKUR • Trackur started offering social media monitoring tools in 2007 • More than 60,000 registered dashboard users • Plans start at just $27 and options include full white labeling • Only tool to offer free online reputation management insurance with corporate plans@searchmojo #mojowebinar SEARCH-MOJO.COM
  • ABOUT THRESHOLD COUNSEL • Founded by Chris Gatewood in 2010 • Headquartered in Richmond, VA • Offers legal services for companies including: — Technology and internet legal issues — Social media risk management, policies and training — Reputation management@searchmojo #mojowebinar SEARCH-MOJO.COM
  • DEFINING ONLINEREPUTATION MANAGEMENT ANDY BEAL @ANDYBEAL @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • WHAT IS ONLINE REPUTATION MANAGEMENT? Online reputation management defined: – realizing that the perceived value of your brand is defined by information found and discussed on the internet; therefore requiring your constant monitoring and participation in these web conversations@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHY IS IT IMPORTANT? • 90% of individuals put their trust in what others have to say about your reputation • 87% of consumers look at the reputation of your CEO, when judging your company’s reputation • 59% of hiring managers are influenced by your online reputation@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHAT ARE THE FIRST STEPS? • Identify your reputations • Quantify your audience • Understand your goals • Specify your needs@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHERE TO MONITOR? • Focus on your ―Centers of Influence‖ – where are your customers and stakeholders hanging out? • Or ―Cast a Wide Net‖ – monitor as much of the web as you can using social media monitoring tools@searchmojo #mojowebinar SEARCH-MOJO.COM
  • HOW TO MONITOR?• Blunt instruments – Google Alerts or Social Mention• Precision tools – e.g. using Hootsuite to monitor Twitter• Swiss Army Knives – Trackur, Radian6, Visible Technologies@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHY PREVENTION IS BETTER THAN THE CURE • Build your online presence before the storm • Get a foothold in your Centers of Influence • Be congruent with your branding & messaging • Give stakeholders a place to vent & receive help • Fill any voids in your Google reputation • Crowd out any negative voices@searchmojo #mojowebinar SEARCH-MOJO.COM
  • ONLINEREPUTATION, STRATEGIC ANDLEGAL RESPONSE CHRIS GATEWOOD @GATEWOOD5000 @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • YOUR BASIC PLAYBOOK@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 1. RISK MANAGEMENT • Presence Prior to the Problem – SEO Efforts – SM, Blogging, Press Releases • Manage Risks – Develop SM policies, training@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 2. ARE YOU LISTENING? • Get your ears on: – Trackur • Get active ears: – Carve out time, contract, or hire someone Money@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 3. RESPOND ON-SITE Iron While Damp • Why? – Fast, Same Place • Why Not? • Attention, Credibility@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 4. DEMAND• Credibility• Know the Limits – v. hoster - CDA Safe Harbor – v. poster - Is it Defamation?• Terms of Service – Community or Industry Sites – Gripe Sites@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 4. DEMAND • What are you asking for? – Take Down – Nofollow or robot.txt – More prominent response@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 5. LITIGATION• Sometimes the only option, but there will be fallout: – Calls More Attention – Big Commitment • Cannot count on quick resolution • Lots of Money, and Lots of Time – No Guarantees – Results Will Vary@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 5. LITIGATION • Claims often include: – Defamation – Employment claims – Regulated industries – Publicly traded companies – Breaches of privacy, trade secrets@searchmojo #mojowebinar SEARCH-MOJO.COM
  • YOU CAN’T REMOVE IT.NOW WHAT? JANET DRISCOLL MILLER @JANETDMILLER @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • The court of public opinionand the verdict in a courtcase aretwo different things.
  • CHALLENGES OF ONLINE REPUTATION MANAGEMENT (ORM) • Online can live forever • Not many firms know how to do ORM – It’s not the same as typical SEO • SEO: – Focuses on how to promote a set of keywords for one domain (typically) – You typically own the site and have content control • ORM: – Focuses on ―de-emphasizing‖ possibly multiple negative entries on websites you do not own – You have little to no control over the content of these sites@searchmojo #mojowebinar SEARCH-MOJO.COM
  • STEP 1: DON’T PANIC.
  • 2. IDENTIFY THE PLATFORM(S).
  • FLAVORS OF REPUTATION ISSUES • Search Engines – Search results (website pages, images, video, etc.) – Autocomplete • Social Media Sites • Third-Party Websites@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 3. EVALUATE THE DAMAGE.
  • EXAMPLE: LULULEMON • Translucency in yoga pants • Brand known for quality – This product = 17% of sales – Average price of pants $100 – Face losing business to Target and other retailers • Stock price down 16%@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 4. DETERMINE A COURSE OF ACTION.
  • DO I NEED PROFESSIONAL HELP? • Depends on how deep and challenging the issue is • Don’t just hire an SEO agency or a PR agency – Ask questions specifically around their expertise in online reputation management – Understand their process and the costs involved@searchmojo #mojowebinar SEARCH-MOJO.COM
  • ATTEMPT CONTACT • Reach out to that person • Try to, in a positive way, move that conversation offline • See if the person will voluntarily remove the item@searchmojo #mojowebinar SEARCH-MOJO.COM
  • TRY TO GET GOOGLE TO REMOVE IT • Remove content for legal reasons • Remove content that contains sensitive personal information • Remove content that is no longer live@searchmojo #mojowebinar SEARCH-MOJO.COM
  • A. ACCENTUATE THE POSITIVE • Blogs • Videos • Images • Press releases • News stories • Profiles • The list is endless.@searchmojo #mojowebinar SEARCH-MOJO.COM
  • B. GET SOCIAL • Facebook • Twitter • LinkedIn • YouTube • Google+ • Slideshare • Flickr • Many more – http://knowem.com/websites/all/@searchmojo #mojowebinar SEARCH-MOJO.COM
  • C. USE “UNIVERSAL” SEARCH TO YOUR ADVANTAGE • Consider all of the types of content that show for your brand search – Maps – Reviews – Video – Images – News – Many more…@searchmojo #mojowebinar SEARCH-MOJO.COM
  • D. “DE-EMPHASIZE” THE NEGATIVE • Positive SEO for all of your neutral or positive websites/profiles@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 4. MONITOR
  • WHAT, WHY, HOW OF MONITORING • What should I monitor? – Your brand, key people’s names, etc. – Monitor in various online venues (Google, Facebook, Twitter, other sites) • Why should I continue to monitor? – Catch new problems before they arise. • How long should I monitor for? – Forever.@searchmojo #mojowebinar SEARCH-MOJO.COM
  • 5. HATERS GONNA HATE.
  • KEY TAKEAWAYS • Be proactive – an ounce of prevention is worth a pound of cure. • Understand what you’re trying to achieve. • Have a presence before you have a problem. • Know who’s in charge of setting internal policies and practices. • Start monitoring today!@searchmojo #mojowebinar SEARCH-MOJO.COM
  • UPCOMING WEBINAR Getting More Clicks and Conversions From Your PPC Ads • April 11, 2013 • 2:00 p.m. ET • Register today at www.search-mojo.com/ppc-ads@searchmojo #mojowebinar SEARCH-MOJO.COM
  • CONTACTJanet Driscoll Miller Andy Beal Chris Gatewoodjmiller@search-mojo.com andy@trackur.com chris@thresholdcounsel.com800-939-5938 x101 http://www.trackur.com http://www.thresholdcounsel.comGoogle+: +Janet Driscoll Miller Google+: +Andy Beal Twitter: @gatewood5000(and +Search Mojo) (and +Trackur)Twitter: @janetdmiller Twitter: @andybealFacebook: Facebook: www.facebook.com/ www.facebook.com/ SearchMojo Trackur @searchmojo #mojowebinar SEARCH-MOJO.COM