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Online Reputation Management

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Introduction to online reputation management. Learn the critical elements and foundational building blocks of defending and promoting you brand online.

Introduction to online reputation management. Learn the critical elements and foundational building blocks of defending and promoting you brand online.

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    Online Reputation Management Online Reputation Management Presentation Transcript

    • Online Reputation Management
      Are you prepared? Can you recover?
      Bill Rice - @billrice
      Kaleidico.com
    • Map the Battlefield
    • Take Inventory
      What has been said?
      Who has said it?
      Where has it been said?
      What is the good?
      What is the bad?
      Prioritize
    • Monitor
      Start listening
      RSS Reader
      Google Alerts
      Search Twitter
      FriendFeed
      LinkedIn
      Facebook
      What am I missing?
    • Prioritize
      Who’s important?
      Who’s not?
      Grade:
      Traffic
      Relevance
      Quality
      Influence
    • Get in the Game
      Engage:
      Contribute
      Build relationships
      Give back
      Be a producer:
      Add expertise
      Add insight
      Join the community
    • Take Control
      Make your website:
      More accessible
      More interesting
      More interesting
      Be authoritative for:
      Company name
      Brands
      Products
      Key personnel
    • A Good Defense is a Strong Offense
      Anticipate
      Be preemptive
      Centers of influence
      Build audience (army)
      Vet and recruit
      Train and motivate
    • Know When to Respond
      Not all attacks warrant attention
      “Don’t feed the trolls.”
      Not all compliments are heard (without help)
      Saying “Thank you” is always appreciated
    • Use All Your Media Assets
      Traditional media still outranks new media for online influence:
      62% vs. 38%*
      And trustworthiness:
      72% vs. 13%*
      Use them together
      *(2009, Weber Shandwick/The Economist survey)
    • War Gaming Prepares You
      What would you do?
      Look for examples
      Watch others handle crisis
    • Listen Inside First
      You might be surprised
      Big damage is often
      Self-inflicted
      Ignorance induced
      Do you have guidance?
      Social media policy
      Communications policy
    • Credibility Starts at Home
      Start internally
      Use the tools
      Listen to employees
      Create a foundation
      Offer training
      What is…
      Social media?
      Online reputation?
      Personal vs. professional
    • Experts Lurk Inside
      Early focus on…
      Listening
      Training
      Awareness
      Will probably turn up…
      Expertise
      Enthusiasm
      Evangelist
    • Recruit Existing Evangelist
      Are their people already passionate about…
      The brand
      The product
      The service
      Their audience
      Recruit them!
    • Start Now!
      Don’t wait for…
      The perfect time
      The perfect person
      The perfect campaign
      The perfect execution
      Right now you are…
      LOSING!
    • Hello. Should We Be Talking?
      Bill Rice
      CEO, Kaleidico
      www.kaleidico.com
      bill.rice@kaleidico.com
      @billrice
    • Photo Credits
      Social Media Landscape (fredcavazza)
      Spy Museum Advertisement (catface3)
      Monitor (mitch haile)
      Prioritize (Christine)
      Get in the Game (your pal Matt)
      Take Control (takphoto)
      Good Defense/Strong Offense (Oriol Gascon)
      Know When to Respond (Dunechaser)
      Use All Your Media Assets (birgerking)
      War Gaming Prepares You (sponng)
      Listen Inside First (Brittany G)
      Credibility Starts at Home (jacklail)
      Experts Lurk Inside (Peter Kaminski)
      Recruit Existing Evangelist (Nevada Tumbleweed)
      Start Now (LimCK)