Managing Online Reputations                                  During a Crisis                    Protect and Manage Clients...
Introductions       Jim Lukaszewski                                   James E. Lukaszewski (loo ka SHEV skee) is an expert...
Agenda       •     Five Reasons to Care       •     Examples of Recent Online Crises & Mistakes       •     Do People Real...
Five Reasons to Care       1. There are more than 1 billion people on Facebook          and other social networks capable ...
What’s the Impact?       • Creates doubt about company in minds of consumers         and vendors       • Damaged reputatio...
So What?            1. Attack strategies can build huge, diverse               audiences quickly.            2. Sites rema...
Examples of Recent Attacks/Mistakes                                                               http://www.aquasana.com/...
Do People Really Care? Some Trends…                          82%                               Consumers who say purchase ...
Preemptive Crisis Management – 3 Best Practices       1. Monitor                        • Subscribe to a service          ...
Preemptive Crisis Management – 3 Best Practices       1. Monitor                        • Remain calm (manage             ...
Preemptive Crisis Management – 3 Best Practices       1. Monitor                        • Establish a Social Media Action ...
Being Prepared– Three Techniques for ORM       1. Suppression               → A technique by which search engine results a...
Leveraging Search to Your AdvantageThe Lukaszewski Group                    13A Division of Risdall Public Relations
Leveraging Search to Your AdvantageThe Lukaszewski Group                    14A Division of Risdall Public Relations
The Lukaszewski Group                    15A Division of Risdall Public Relations
Leveraging Search to Your Advantage          Verified search        results enable you       pick and rank up to      five...
Leveraging Search to Your Advantage       Steer Results with a re-built Google Searches for:             →       People   ...
Curate and Verify Your Google Results - VizibilityThe Lukaszewski Group                                   18A Division of ...
Leveraging Google Adwords for Page 1 Placement       When it’s       critical to get       page one       placement, a    ...
Q&AThe Lukaszewski Group                    20A Division of Risdall Public Relations
Managing Online Reputations                                  During a Crisis                    Protect and Manage Clients...
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Managing Online Reputations During a Crisis

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Protect and Manage Clients’ Online Reputation with Curated Search Results

A preemptive PR strategy is essential in helping clients build their reputations and to protect, defend, and preserve reputation during crisis events. Since Google is now the go-to source for information, PR professionals need to know how to manage search results and direct information seekers to the right links.

In this presentation attendees will discover an effective, easy-to-administer solution that allows them to proactively manage search results by pre-selecting the links they want displayed and use personal Google AdWords campaigns to direct users to the right information about their clients. It enables PR professionals to curate and share online client identities, personalize search results and direct contacts to professional profiles and other important information. By using techniques to optimize the ranking of hand-picked search engine results, PR professionals can more effectively help clients manage their online reputations and control emerging stories.

These strategies are also the foundation for preemptive, constructive crisis management communications initiatives that can sustain, protect, and even enhance reputations.

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Managing Online Reputations During a Crisis

  1. 1. Managing Online Reputations During a Crisis Protect and Manage Clients’ Online Reputation with Curated Search ResultsThe Lukaszewski Group 1A Division of Risdall Public Relations
  2. 2. Introductions Jim Lukaszewski James E. Lukaszewski (loo ka SHEV skee) is an expert in preventing, managing, and reducing crisis and contention. He counsels company leaders facing serious internal and external problems. His broad-based experience ranges from media-initiated investigations to product recalls and plant closings, from criminal litigation to takeovers. He guides management through the resolution of corporate problems and bad news. James Alexander James Alexander is a guy with two first names. He founded Vizibility in 2009 when he discovered Google thought he didn’t exist. Today Vizibility helps tens of thousands of people package and share their online identities. In 1995 he co-founded eWatch, the first social media monitoring service which was later acquired by PR Newswire. James holds an MBA from Oxford and has been awarded 11 patents, several for search technologies he developed while at Adobe and Vizibility.The Lukaszewski Group 2A Division of Risdall Public Relations
  3. 3. Agenda • Five Reasons to Care • Examples of Recent Online Crises & Mistakes • Do People Really Care? Some Trends • Preemptive Crisis Management - Three Best Practices • Online Reputation Management – Three Techniques • Leveraging Search to Your Advantage • Leveraging Google Adwords for Page 1 Placement • Q&AThe Lukaszewski Group 3A Division of Risdall Public Relations
  4. 4. Five Reasons to Care 1. There are more than 1 billion people on Facebook and other social networks capable of instantly discussing your client’s company, products, and competitors. 2. Everyone is his or her own publisher. Rumors and unattributed information are being spread easily and without recourse. 3. There are no editors in Cyberspace. 4. Worldwide audiences can be reached instantly, directly, and unfiltered. 5. Most journalists now live on-line every day; many search for scoops.The Lukaszewski Group 4A Division of Risdall Public Relations
  5. 5. What’s the Impact? • Creates doubt about company in minds of consumers and vendors • Damaged reputation • Decrease / Increase market cap • Lawsuits • Lower sales • Lowers morale • Makes recruitment difficult • People with no credentials get powerThe Lukaszewski Group 5A Division of Risdall Public Relations
  6. 6. So What? 1. Attack strategies can build huge, diverse audiences quickly. 2. Sites remain long after problems are resolved. 3. Attacks raise questions among key base audiences that must be answered, in any event. 4. Failing to respond can be toxic to your reputation. 6The Lukaszewski Group 6A Division of Risdall Public Relations
  7. 7. Examples of Recent Attacks/Mistakes http://www.aquasana.com/i mages/bottlecounter.jpg http://earthfirst.com/wp- Seal Hunt content/uploads/2009/04/nestle-boycott.jpgThe Lukaszewski Group 7A Division of Risdall Public Relations
  8. 8. Do People Really Care? Some Trends… 82% Consumers who say purchase decisions impacted by user reviews 55% Consumers who say they are more influenced by user ratings more than online advertising 9% Online contributors which produce 80% of user generated content • 19% The increase a restaurant will see with positive ratings on Yelp http://are.berkeley.edu/~jmagruder/Anderson%20and%20Magruder.pdf • http://www.abc15.com/dpp/news/national/study-positive-ratings-on-yelp-can-increase-a-restaurants-business-by-19-percent • http://www.searchinfluence.com/2012/02/online-reviews-advertising-influence/ • http://www.positivearticles.com/Article/Online-Reviews-Influence-Purchasing-Behavior/48881The Lukaszewski Group 8A Division of Risdall Public Relations
  9. 9. Preemptive Crisis Management – 3 Best Practices 1. Monitor • Subscribe to a service • Do it internally 2. Neutralizing Internet • The boss’ son (or a Crises relative • Not worth the effort 3. Prepare Your Organization Sentiment Distribution Filtering Relevant Discussion Emotionally Charged DiscussionThe Lukaszewski Group 9A Division of Risdall Public Relations
  10. 10. Preemptive Crisis Management – 3 Best Practices 1. Monitor • Remain calm (manage your assumptions) 2. Neutralizing Internet • Assess Your Crises Situation/Threat Reality Check 3. Prepare Your → Diagnose →ID problem Organization →Assess threats →Inform key publics → Investigate → Examine Options → RespondThe Lukaszewski Group 10A Division of Risdall Public Relations
  11. 11. Preemptive Crisis Management – 3 Best Practices 1. Monitor • Establish a Social Media Action Response Team (SMART) to deal with issues that arise 2. Neutralizing Internet • Protect your brands by registering them across key Crises sites • Develop in-house social media expertise • Always follow rules of conduct 3. Prepare Your for each social media site Organization • Train executives and staff on social media engagement policies • Leverage social media in context of broader strategy • Have curated Google searches ready to deploy with top hot button issues.The Lukaszewski Group 11A Division of Risdall Public Relations
  12. 12. Being Prepared– Three Techniques for ORM 1. Suppression → A technique by which search engine results are manipulated by creating and publishing new content that is (hopefully) deemed more relevant for select search terms. If successful, this new content ‘suppresses’ the undesirable search results to later pages. 2. Elimination → A technique by which website operators, hosting companies, etc. are asked to remove undesirable content. 3. Curation and Promotion → A technique by which search queries are pre-built and distributed online via buttons, links, QR codes, Adwords, etc. In some instances, specific search results can be selected, ranked and shown first.The Lukaszewski Group 12A Division of Risdall Public Relations
  13. 13. Leveraging Search to Your AdvantageThe Lukaszewski Group 13A Division of Risdall Public Relations
  14. 14. Leveraging Search to Your AdvantageThe Lukaszewski Group 14A Division of Risdall Public Relations
  15. 15. The Lukaszewski Group 15A Division of Risdall Public Relations
  16. 16. Leveraging Search to Your Advantage Verified search results enable you pick and rank up to five results you want to show first.The Lukaszewski Group 16A Division of Risdall Public Relations
  17. 17. Leveraging Search to Your Advantage Steer Results with a re-built Google Searches for: → People → Subjects → Companies → Brands Two Ways to Do It → DIY: Develop the desired search string in combination with a URL shortener like Bit.ly or Goog. → Outsource: 3rd parties like Vizibility have tools manage, track and change curated searches without having to change the short URL Case Study An attorney who was disbarred 20 years ago gets reinstated. The disbarment notice still ranks high when Googling him. Building a curated search excluding his middle initial removes the disbarment notice from his results.The Lukaszewski Group 17A Division of Risdall Public Relations
  18. 18. Curate and Verify Your Google Results - VizibilityThe Lukaszewski Group 18A Division of Risdall Public Relations
  19. 19. Leveraging Google Adwords for Page 1 Placement When it’s critical to get page one placement, a Google ad can deliver impressions and clicks.The Lukaszewski Group 19A Division of Risdall Public Relations
  20. 20. Q&AThe Lukaszewski Group 20A Division of Risdall Public Relations
  21. 21. Managing Online Reputations During a Crisis Protect and Manage Clients’ Online Reputation with Curated Search ResultsThe Lukaszewski Group 21A Division of Risdall Public Relations

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