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?
•...
Monitor
• Start listening
– RSS Reader
– Google Alerts
– Search Twitter
– FriendFeed
– LinkedIn
– Facebook
• What am I mis...
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
– ...
Take Control
• Make your website:
– More accessible
– More interesting
– More interesting
• Be authoritative for:
– Compan...
A Good Defense is a Strong
Offense
• Anticipate
• Be preemptive
• Centers of influence
• Build audience (army)
• Vet and r...
Know When to Respond
• Not all attacks warrant
attention
– “Don’t feed the trolls.”
• Not all compliments are
heard (witho...
Use All Your Media Assets
• Traditional media still
outranks new media for
online influence:
– 62% vs. 38%*
• And trustwor...
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 guid...
Credibility Starts at Home
• Start internally
– Use the tools
– Listen to employees
– Create a foundation
• Offer training...
Experts Lurk Inside
• Early focus on…
– Listening
– Training
– Awareness
• Will probably turn up…
– Expertise
– Enthusiasm...
Recruit Existing Evangelist
• Are their people already
passionate about…
– The brand
– The product
– The service
– Their a...
Start Now!
• Don’t wait for…
– The perfect time
– The perfect person
– The perfect campaign
– The perfect execution
• Righ...
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)
• Prior...
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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.

Published in: Business, Technology, Education
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Online Reputation Management

  1. 1. Online Reputation Management Are you prepared? Can you recover? Bill Rice - @billrice Kaleidico.com
  2. 2. Map the Battlefield
  3. 3. Take Inventory • What has been said? • Who has said it? • Where has it been said? • What is the good? • What is the bad? • Prioritize
  4. 4. Monitor • Start listening – RSS Reader – Google Alerts – Search Twitter – FriendFeed – LinkedIn – Facebook • What am I missing?
  5. 5. Prioritize • Who’s important? • Who’s not? • Grade: – Traffic – Relevance – Quality – Influence
  6. 6. Get in the Game • Engage: – Contribute – Build relationships – Give back • Be a producer: – Add expertise – Add insight – Join the community
  7. 7. Take Control • Make your website: – More accessible – More interesting – More interesting • Be authoritative for: – Company name – Brands – Products – Key personnel
  8. 8. A Good Defense is a Strong Offense • Anticipate • Be preemptive • Centers of influence • Build audience (army) • Vet and recruit • Train and motivate
  9. 9. 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
  10. 10. 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)
  11. 11. War Gaming Prepares You • What would you do? • Look for examples • Watch others handle crisis
  12. 12. Listen Inside First • You might be surprised • Big damage is often – Self-inflicted – Ignorance induced • Do you have guidance? – Social media policy – Communications policy
  13. 13. 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
  14. 14. Experts Lurk Inside • Early focus on… – Listening – Training – Awareness • Will probably turn up… – Expertise – Enthusiasm – Evangelist
  15. 15. Recruit Existing Evangelist • Are their people already passionate about… – The brand – The product – The service – Their audience • Recruit them!
  16. 16. Start Now! • Don’t wait for… – The perfect time – The perfect person – The perfect campaign – The perfect execution • Right now you are… – LOSING!
  17. 17. Hello. Should We Be Talking? Bill Rice CEO, Kaleidico www.kaleidico.com bill.rice@kaleidico.com @billrice
  18. 18. 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)
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