<ul><li>Online Reputation Management </li></ul><ul><li>Lee Odden - @leeodden </li></ul><ul><li>TopRank Marketing .com </li...
WHO Is TopRank Marketing .com? <ul><li>Digital Marketing & PR Agency </li></ul><ul><li>Based in Minneapolis </li></ul><ul>...
WHY Is ORM Important? <ul><li>Customers  are online </li></ul><ul><li>Prospects  are online </li></ul><ul><li>Competitors ...
HOW Important is Knowing About… <ul><li>Dissatisfied customers? </li></ul><ul><li>Brand de-vangelists? </li></ul><ul><li>B...
INFLUENCE Search Social Media Online  Reputation Mainstream Media
<ul><li>It’s a Reputation Engine </li></ul>It’s not a search engine
 
 
 
 
 
 
TOOLS To Monitor/Manage Online Reputation <ul><li>Free : Google Alerts, TweetBeep </li></ul><ul><li>Small Biz : Trackur </...
SHORT TERM SEO and Social Media Displace SERPs <ul><li>Make brand optimization  a process </li></ul><ul><ul><li>Brand opti...
LONG TERM Identify, Qualify and Engage Dissenters <ul><li>Is there merit  to the issue? </li></ul><ul><ul><li>If not, offe...
TACTICS To Build Online Reputation <ul><li>SEO & DAO </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Media Rela...
<ul><li>Your Digital Assets: </li></ul><ul><li>Demos </li></ul><ul><li>Press Releases </li></ul><ul><li>Images </li></ul><...
PUSH  -  PULL Outreach: Wire Service Networking Pitching RSS Optimized: Press Release Newsroom Social Media Media Coverage
DOING IT RIGHT
 
 
TAKEAWAYS Must be proactive: Monitoring conversations Content optimization Digital asset promotion Analytics Monitor SEO P...
<ul><li>What happens in </li></ul><ul><li>Vegas  stays  in Vegas </li></ul>REPUTATION TIP Until someone  writes about it  ...
<ul><li>Lee Odden, CEO </li></ul><ul><li>TopRank Marketing .com </li></ul><ul><li>[email_address] </li></ul><ul><li>877-87...
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  • - Biggest complaint from journalists and bloggers – irrelevant pitches - Research targets, previous articles &amp; blog posts - EdCals, Cision - for editorial calendars and journalists Technorati, blogrolls and sMM tools (Radian6) for influential bloggers Understand journalists needs: reliable, credible resource Understand blogger&apos;s needs: exclusive stories, compelling content for their readership
  • - Biggest complaint from journalists and bloggers – irrelevant pitches - Research targets, previous articles &amp; blog posts - EdCals, Cision - for editorial calendars and journalists Technorati, blogrolls and sMM tools (Radian6) for influential bloggers Understand journalists needs: reliable, credible resource Understand blogger&apos;s needs: exclusive stories, compelling content for their readership
  • Replace image with happy customer, mad customer
  • Search Reputation Management - Paypal
  • Search Reputation Management - Paypal
  • Search Reputation Management - Walmart
  • Search Reputation Management - Walmart
  • Social Reputation Management – Apple Sucks Video
  • Media Reputation Management
  • - Biggest complaint from journalists and bloggers – irrelevant pitches - Research targets, previous articles &amp; blog posts - EdCals, Cision - for editorial calendars and journalists Technorati, blogrolls and sMM tools (Radian6) for influential bloggers Understand journalists needs: reliable, credible resource Understand blogger&apos;s needs: exclusive stories, compelling content for their readership
  • - Biggest complaint from journalists and bloggers – irrelevant pitches - Research targets, previous articles &amp; blog posts - EdCals, Cision - for editorial calendars and journalists Technorati, blogrolls and sMM tools (Radian6) for influential bloggers Understand journalists needs: reliable, credible resource Understand blogger&apos;s needs: exclusive stories, compelling content for their readership
  • - Biggest complaint from journalists and bloggers – irrelevant pitches - Research targets, previous articles &amp; blog posts - EdCals, Cision - for editorial calendars and journalists Technorati, blogrolls and sMM tools (Radian6) for influential bloggers Understand journalists needs: reliable, credible resource Understand blogger&apos;s needs: exclusive stories, compelling content for their readership
  • - Biggest complaint from journalists and bloggers – irrelevant pitches - Research targets, previous articles &amp; blog posts - EdCals, Cision - for editorial calendars and journalists Technorati, blogrolls and sMM tools (Radian6) for influential bloggers Understand journalists needs: reliable, credible resource Understand blogger&apos;s needs: exclusive stories, compelling content for their readership
  • Here we have the inventory of the media types worth promoting matched up with corresponding channels for optimization and promotion. Text rich articles can be optimized and promoted for standard search engines, product images on image sharing sites, video on video sharing sites, blogs on blog search engines and other bloggers, etc.
  • Media Relations = Push PR - Identifying a target audience and pitching them with story ideas SEO = Pull PR - Optimizing content to be found by journalists, bloggers and consumers
  • Search Reputation Management Doing it Right - eBay
  • Search Reputation Management Doing it Right - Dell
  • - Biggest complaint from journalists and bloggers – irrelevant pitches - Research targets, previous articles &amp; blog posts - EdCals, Cision - for editorial calendars and journalists Technorati, blogrolls and sMM tools (Radian6) for influential bloggers Understand journalists needs: reliable, credible resource Understand blogger&apos;s needs: exclusive stories, compelling content for their readership
  • reputation_monitoring_and_management-lee_odden.ppt

    1. 1. <ul><li>Online Reputation Management </li></ul><ul><li>Lee Odden - @leeodden </li></ul><ul><li>TopRank Marketing .com </li></ul>
    2. 2. WHO Is TopRank Marketing .com? <ul><li>Digital Marketing & PR Agency </li></ul><ul><li>Based in Minneapolis </li></ul><ul><li>Founded 2001 </li></ul><ul><li>Secret Weapon for Our Clients </li></ul>
    3. 3. WHY Is ORM Important? <ul><li>Customers are online </li></ul><ul><li>Prospects are online </li></ul><ul><li>Competitors are online </li></ul><ul><li>People pissed at you for no reason </li></ul><ul><li>are online </li></ul><ul><li>Future of your company is online </li></ul>
    4. 4. HOW Important is Knowing About… <ul><li>Dissatisfied customers? </li></ul><ul><li>Brand de-vangelists? </li></ul><ul><li>Brand champions & evangelists? </li></ul>
    5. 5. INFLUENCE Search Social Media Online Reputation Mainstream Media
    6. 6. <ul><li>It’s a Reputation Engine </li></ul>It’s not a search engine
    7. 13. TOOLS To Monitor/Manage Online Reputation <ul><li>Free : Google Alerts, TweetBeep </li></ul><ul><li>Small Biz : Trackur </li></ul><ul><li>Enterprise : Radian6, BuzzLogic </li></ul>
    8. 14. SHORT TERM SEO and Social Media Displace SERPs <ul><li>Make brand optimization a process </li></ul><ul><ul><li>Brand optimize all digital assets: </li></ul></ul><ul><ul><li>Text, images, audio, video </li></ul></ul><ul><ul><li>Optimize across departments: </li></ul></ul><ul><ul><li>PR, Marketing, HR, Investor </li></ul></ul><ul><ul><li>Result is more branded SERPs </li></ul></ul>
    9. 15. LONG TERM Identify, Qualify and Engage Dissenters <ul><li>Is there merit to the issue? </li></ul><ul><ul><li>If not, offer facts & ask for correction </li></ul></ul><ul><ul><li>If yes, offer to discuss </li></ul></ul><ul><ul><li>Be ready to respond via blog </li></ul></ul><ul><ul><li>Result can be loyal brand fans </li></ul></ul>
    10. 16. TACTICS To Build Online Reputation <ul><li>SEO & DAO </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Media Relations & Digital PR </li></ul>
    11. 17. <ul><li>Your Digital Assets: </li></ul><ul><li>Demos </li></ul><ul><li>Press Releases </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>Blog/RSS </li></ul><ul><li>Media Coverage </li></ul><ul><li>Social News/Bookmark </li></ul>Optimize & Promote OPTIMIZE
    12. 18. PUSH - PULL Outreach: Wire Service Networking Pitching RSS Optimized: Press Release Newsroom Social Media Media Coverage
    13. 19. DOING IT RIGHT
    14. 22. TAKEAWAYS Must be proactive: Monitoring conversations Content optimization Digital asset promotion Analytics Monitor SEO Promote Analysis
    15. 23. <ul><li>What happens in </li></ul><ul><li>Vegas stays in Vegas </li></ul>REPUTATION TIP Until someone writes about it on Twitter.
    16. 24. <ul><li>Lee Odden, CEO </li></ul><ul><li>TopRank Marketing .com </li></ul><ul><li>[email_address] </li></ul><ul><li>877-872-6628 </li></ul><ul><li>@leeodden </li></ul><ul><li>TopRankBlog.com </li></ul>Thank You
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