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Online Reputation Management – Protecting Your Brand in the Internet Age

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View the full recorded webinar at http://bit.ly/13zzoqP. ...

View the full recorded webinar at http://bit.ly/13zzoqP.

As the reach of the internet continues to rapidly grow, particularly with the frequency and reach of updates through social media sites, online reputation management is becoming a bigger concern for brands and individuals alike. The internet seems to never forget and only compiles more and more information about users and companies, both positive and negative. But what if there were ways to manage how negative reviews, bad press, or a scandal was perpetuated within the search results pages? Search Mojo will review the importance of proactive reputation management in our webinar, Online Reputation Management – Protecting Your Brand in the Internet Age.

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  • Unlike offline, which may be addressed quickly, online references can live on forever.
  • Prevention:People are human.Treatment:Purification:The court of public opinion and court decisions are not always in sync.
  • Ben CurtisDell guySpokespersonCaught buying marijuana
  • Mark HurdAccused of sexualharrassment by HP contractor
  • Prevention:People are human.Treatment:Purification:The court of public opinion and court decisions are not always in sync.
  • Show search for “susan g komen”
  • Show search for “penn state” with google suggest
  • Prevention:People are human.Treatment:Purification:The court of public opinion and court decisions are not always in sync.
  • Show search results on ojsimpson
  • If you’re ready to apply for a Google Grant & are interested in an agency partner, reach out to Search Mojo. We have helped several non-profit organizations successfully navigate the application process and qualify for GrantsPro, $40K/month in ad spend. Call Justin today!

Online Reputation Management – Protecting Your Brand in the Internet Age Presentation Transcript

  • 1. ONLINE REPUTATION MANAGEMENT: PROTECTING YOUR BRAND IN THE INTERNET AGE JANET DRISCOLL MILLER, SEARCH MOJO MARCH 1, 2012@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 2. 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 • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX, PubCon and more @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 3. OUR CLIENTS@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCHMOJO.COM SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 4. WHAT IS REPUTATION MANAGEMENT? – Presenting your brand in a positive light – Personal or business brands – Both are critical • Personal brand – If you’re a lawyer, doctor, etc., personal brand is essential. – Job seekers • Business brand – Sales – Recruiting – Investors @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 5. DEFINING REPUTATION MANAGEMENT • Mainly two components – Offline • Generally handled by public relations teams • Also called crisis communications – Online • Handled through online channels • SEO firms, social media firms, etc. @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 6. 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@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 7. THREE MAIN STAGES OF ORM Prevention Treatment Purification • Help stop • During a • Clean up possible crisis, redu old ORM ce negative issues negative entries before impact that still they start online rank @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 8. “An ounce of prevention is worth a pound of cure.”@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 9. THREE MAIN STAGES OF ORM Prevention Treatment Purification • Help stop • During a • Clean up possible crisis, redu old ORM ce negative issues negative entries before impact that still they start online rank @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 10. “A reputation for a thousandyears may depend upon theconduct of a single moment.” –
  • 11. THREE MAIN STAGES OF ORM Prevention Treatment Purification • Help stop • During a • Clean up possible crisis, redu old ORM ce negative issues negative entries before impact that still they start online rank @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 12. The court of public opinionand the verdict in a courtcase aretwo different things.
  • 13. PREVENTION: STEPS YOU CAN TAKE TODAY • Buy your name as a domain • Build out your social profiles @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 14. WHICH SOCIAL PROFILES? • Google+ Profile • Facebook • Twitter • LinkedIn • Slideshare • YouTube • Vimeo @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 15. WHICH SOCIAL PROFILES? http://knowem.com/websites/all/ @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 16. PREVENTION: STEPS YOU CAN TAKE TODAY • Buy your name as a domain • Build out your social profiles • Set up a profile on Yelp (and monitor it) • Monitor your brand with tools @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 17. LOW COST/FREE MONITORING TOOLS • Google Alerts – www.google.com/alerts • Giga Alerts – www.gigaalert.com • Tweetdeck – Set up a column • Trackur – www.trackur.com @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 18. PREVENTION: STEPS YOU CAN TAKE TODAY • Buy your name as a domain • Build out your social profiles • Set up a profile on Yelp (and monitor it) • Monitor your brand with tools • Write a blog • Put out press releases online • Consider an online option in all of the promotion you do – Example: If you’re speaking at an event, try to get a bio page on the event’s website @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 19. INTERESTED IN ORM NOW? Interested in improving your online reputation now? CONTACT: Justin Champion Sales Consultant jchampion@search-mojo.com 800-939-5938 x 116 @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 20. UPCOMING WEBINAR Winning Strategies for Software Marketing in Search • March 15, 2012 • 2:00 p.m. ET • To register, visit – www.search-mojo.com/software @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 21. CONTACT Janet Driscoll Miller jmiller@search-mojo.com 800-939-5938 x101 Google+: +Janet Driscoll Miller (and +Search Mojo) Twitter: @janetdmiller (and @SearchMojo) Facebook: www.facebook.com/SearchMojo @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM
  • 22. QUESTIONS? @searchmojo #mojowebinar@searchmojo #mojowebinar SEARCH-MOJO.COM SEARCH-MOJO.COM