Controlling The Noise
Who Am I? <ul><li>Shira Abel  </li></ul><ul><li>Business Development & Marketing  </li></ul><ul><li>Abel Communications </...
Companies Make Mistakes @ shira abel
#1 Search Suggestion = Google Buzz Lawsuit @ shira abel
#2 Result – Toyota Recall @ shira abel
In the Top 10 Results – Feb 18 th @ shira abel
Background <ul><li>Actual incident: November 2009 </li></ul><ul><li>Lower Merion School District </li></ul><ul><li>Apple l...
On Drudge Report @ shira abel
Front Page of Google News @ shira abel
Twitter Results – Active Chatter  @ shira abel
1 st  Result Feb. 25 th   @ shira abel
Lower Merion’s Reaction <ul><li>A Press release </li></ul><ul><ul><li>Software installed  </li></ul></ul><ul><ul><li>Apolo...
Reaction Help SERPs? <ul><li>NOPE! </li></ul><ul><ul><li>Media focus: 42 times cameras were activated </li></ul></ul><ul><...
Should Have Done <ul><li>Incident happened in November 2009 </li></ul><ul><li>Information out now because of Blake Robbins...
But They Didn’t Do That… <ul><li>Lower Merion should give as much information as possible  </li></ul><ul><ul><li>News inte...
Buy The Gear   @ shira abel
Opps @ shira abel
Look at it as an Opportunity <ul><li>Companies / Individuals are often judged by how they handle when they are wrong </li>...
<ul><li>THANK YOU! </li></ul>@ shira abel
References <ul><li>Lower Merion School District sued for cyber spying on students  http://www.philly.com/philly/news/homep...
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Controlling The Noise

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Presentation given at SphinnCon Israel about reputation management.

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  • what she called his &amp;quot;improper behavior&amp;quot; at home. Vice Principal Lindy Matsko allegedly cited as evidence a photograph taken with the computer&apos;s webcam that had been activated in Blake&apos;s bedroom. Robbins claims that the Matsko accused him of selling drugs when she saw him holding up what she believed to be pills. The 15-year-old says he was simply holding his favorite candy, &amp;quot;Mike And Ikes,&amp;quot; which are small oblong, chewy jelly beans.
  • Transcript of "Controlling The Noise"

    1. 1. Controlling The Noise
    2. 2. Who Am I? <ul><li>Shira Abel </li></ul><ul><li>Business Development & Marketing </li></ul><ul><li>Abel Communications </li></ul><ul><li>@shiraabel </li></ul>
    3. 3. Companies Make Mistakes @ shira abel
    4. 4. #1 Search Suggestion = Google Buzz Lawsuit @ shira abel
    5. 5. #2 Result – Toyota Recall @ shira abel
    6. 6. In the Top 10 Results – Feb 18 th @ shira abel
    7. 7. Background <ul><li>Actual incident: November 2009 </li></ul><ul><li>Lower Merion School District </li></ul><ul><li>Apple laptops given to students </li></ul><ul><li>Asst. Principal disciplined student for actions done in the home </li></ul><ul><li>Parents were not clearly informed that the spy camera could be activated remotely </li></ul><ul><li>No consent was given </li></ul>@ shira abel
    8. 8. On Drudge Report @ shira abel
    9. 9. Front Page of Google News @ shira abel
    10. 10. Twitter Results – Active Chatter @ shira abel
    11. 11. 1 st Result Feb. 25 th @ shira abel
    12. 12. Lower Merion’s Reaction <ul><li>A Press release </li></ul><ul><ul><li>Software installed </li></ul></ul><ul><ul><li>Apologized for not informing parents </li></ul></ul><ul><ul><li>“ Spy” software activated 42 times </li></ul></ul><ul><ul><li>Denied watching student </li></ul></ul><ul><ul><li>Only activated when laptops were stolen </li></ul></ul><ul><li>Silence </li></ul>@ shira abel
    13. 13. Reaction Help SERPs? <ul><li>NOPE! </li></ul><ul><ul><li>Media focus: 42 times cameras were activated </li></ul></ul><ul><li>Blake Robbins media team is using social media to support their SEO </li></ul><ul><ul><li>Video interviews (YouTube, Vimeo) </li></ul></ul><ul><ul><ul><li>Search on YouTube: IT staffer from Lower Merion talking about the spy software before this happened </li></ul></ul></ul><ul><ul><li>Interviews to news agencies = Articles = Links & higher results </li></ul></ul><ul><ul><li>Interesting story increases Twitter chatter </li></ul></ul>@ shira abel
    14. 14. Should Have Done <ul><li>Incident happened in November 2009 </li></ul><ul><li>Information out now because of Blake Robbins </li></ul><ul><ul><li>The team that breaks the story typically controls the story </li></ul></ul><ul><li>School should have been pro-active and broke the story first </li></ul><ul><ul><li>Gone to the news and told story </li></ul></ul><ul><ul><li>Admitted guilt and apologized </li></ul></ul><ul><ul><li>TV news interviews </li></ul></ul><ul><ul><li>Made a lot of noise </li></ul></ul>@ shira abel
    15. 15. But They Didn’t Do That… <ul><li>Lower Merion should give as much information as possible </li></ul><ul><ul><li>News interviews </li></ul></ul><ul><ul><li>Blogger outreach </li></ul></ul><ul><ul><li>Twitter stream with more information </li></ul></ul><ul><li>Complete transparency – sooner they do the quicker the ordeal will be over </li></ul><ul><li>More information = more noise coming from their side = better SERPs </li></ul><ul><li>Change policy and publish clear policy </li></ul>@ shira abel
    16. 16. Buy The Gear  @ shira abel
    17. 17. Opps @ shira abel
    18. 18. Look at it as an Opportunity <ul><li>Companies / Individuals are often judged by how they handle when they are wrong </li></ul><ul><li>Opportunity to pleasantly surprise and earn loyalty </li></ul><ul><li>More information given = more links = higher SERPs </li></ul><ul><li>Control Your Noise </li></ul>@ shira abel
    19. 19. <ul><li>THANK YOU! </li></ul>@ shira abel
    20. 20. References <ul><li>Lower Merion School District sued for cyber spying on students http://www.philly.com/philly/news/homepage/84715297.html?cmpid=15585797 </li></ul><ul><li>Two tech workers sidelined in Web-cam case http://www.philly.com/philly/news/homepage/86505452.html </li></ul>
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