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.

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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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