ORM Project Management Presentation Pubcon 2009

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My Presentation Deck for the Online Reputation Management session at PubCon 2009 in Vegas. The focus of the presentation is ORM Project Management.

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ORM Project Management Presentation Pubcon 2009

  1. 1. Reputation Management Project Management Presented by: John Carcutt
  2. 2. Lets Talk About the Clients! <ul><ul><li>A Typical ORM Client Profile </li></ul></ul><ul><ul><li>Upset, Angry, Frustrated </li></ul></ul><ul><ul><li>Stressed or Panicked </li></ul></ul><ul><ul><li>Loosing Money/Business </li></ul></ul><ul><ul><li>Needs Immediate Resolution </li></ul></ul>
  3. 3. Because Angry, Frustrated, Panicked and in a Hurry is Everyone’s Dream Client
  4. 4. Be Brave. Be Prepared. Have a Plan. <ul><ul><li>A Well Managed ORM Project will Make all the Difference </li></ul></ul><ul><ul><li>Build Confidence </li></ul></ul><ul><ul><li>Create a Solid Foundation </li></ul></ul><ul><ul><li>Set Proper Expectations </li></ul></ul><ul><ul><li>Communication Structure </li></ul></ul>
  5. 5. Confidence Will Calm the Wild Beast. <ul><ul><li>The Client Already Trusts You </li></ul></ul><ul><ul><li>Trust can be Faith Based </li></ul></ul><ul><ul><li>Confidence is Experience Based </li></ul></ul><ul><ul><li>More Confidence = Less </li></ul></ul>
  6. 6. Be Their Light at the End of the Tunnel.
  7. 7. ORM Foundation: Target Term(s) <ul><ul><li>Where is the Problem? </li></ul></ul><ul><ul><li>The Clients Observations </li></ul></ul><ul><ul><li>Variations on Terms </li></ul></ul><ul><ul><li>Capitalization? </li></ul></ul><ul><ul><li>ORM Longtail Issues? </li></ul></ul>
  8. 8. Capitalized Lowercase
  9. 9. Capitalized Lowercase
  10. 10. Capitalized Lowercase
  11. 11. ORM Foundation: Target Term(s) <ul><ul><li>Where is the Problem? </li></ul></ul><ul><ul><li>The Clients Observations </li></ul></ul><ul><ul><li>Variations on Terms </li></ul></ul><ul><ul><li>Capitalization? </li></ul></ul><ul><ul><li>ORM Longtail Issues? </li></ul></ul>
  12. 12. ORM Foundation: Get Focus <ul><ul><li>Personal vs. Brand ORM </li></ul></ul><ul><ul><li>Different Strategies </li></ul></ul><ul><ul><li>Different Motivators </li></ul></ul><ul><ul><li>Client Involvement Changes </li></ul></ul>
  13. 13. ORM Foundation: Get Focus
  14. 14. ORM Foundation: Get Focus <ul><ul><li>Personal vs. Brand ORM </li></ul></ul><ul><ul><li>Different Strategies </li></ul></ul><ul><ul><li>Different Motivators </li></ul></ul><ul><ul><li>Client Involvement Changes </li></ul></ul>
  15. 15. ORM Foundation: Set Parameters <ul><ul><li>Incorporate Client Considerations </li></ul></ul><ul><ul><li>Legal/Personal Restrictions </li></ul></ul><ul><ul><li>Client Participation Levels </li></ul></ul><ul><ul><li>Editorial/Branding Considerations </li></ul></ul><ul><ul><li>Content Creation & QC </li></ul></ul>
  16. 16. ORM Expectations: Agree on Scope <ul><ul><li>Which Properties are Involved </li></ul></ul><ul><ul><li>Select Specific Engines </li></ul></ul><ul><ul><li>How Many Positions Deep </li></ul></ul><ul><ul><li>Plan for Modifications </li></ul></ul><ul><ul><li>Agree Prior to Initiation </li></ul></ul>
  17. 17. ORM Expectations: Listing Assessment <ul><ul><li>Which Listings are Involved? </li></ul></ul><ul><ul><li>Define Listing Types </li></ul></ul><ul><ul><ul><li>Positive </li></ul></ul></ul><ul><ul><ul><li>Neutral </li></ul></ul></ul><ul><ul><ul><li>Negative </li></ul></ul></ul><ul><ul><li>Classify Existing Baseline </li></ul></ul>
  18. 18. ORM Expectations: Timeframe <ul><ul><li>“ When will it all be better?” </li></ul></ul><ul><ul><li>Educate on Timeliness Factors </li></ul></ul><ul><ul><ul><li>Position of Negative Listing(s) </li></ul></ul></ul><ul><ul><ul><li>Strength of Negative Listing(s) </li></ul></ul></ul><ul><ul><ul><li>Budget Considerations </li></ul></ul></ul><ul><ul><li>Give Your Best Estimate </li></ul></ul>
  19. 19. ORM Expectations: SERP Evaluation     Positive     Negative     Positive     Neutral     Neutral     Negative     Positive     Positive     Neutral     Neutral     Positive     Neutral     Positive     Negative     Neutral     Negative     Negative     Negative     Negative     Negative
  20. 20. Communication: Ongoing <ul><ul><li>Staying in Touch </li></ul></ul><ul><ul><li>Some clients want to know everything that’s going on </li></ul></ul><ul><ul><li>Participation Channels </li></ul></ul><ul><ul><li>Adhoc Questions & “Emergencies” </li></ul></ul>
  21. 21. Communication: Reporting <ul><ul><li>Showing the Results </li></ul></ul><ul><ul><li>Clients check SERPs more than you do </li></ul></ul><ul><ul><li>Monthly Reports about showing activity and results. </li></ul></ul><ul><ul><li>Base off of Benchmark SERPs </li></ul></ul>
  22. 22. In Closing: 3 Take-Aways <ul><ul><li>Your client needs to be confident your in control. </li></ul></ul><ul><ul><li>Agree upon & create the project foundation & clear expectations at the beginning. </li></ul></ul><ul><ul><li>Consistent ongoing communication and reporting is critical. </li></ul></ul>
  23. 23. Thank You John Carcutt, SEO Manager at MediaWhiz @JohnCarcutt [email_address] www.MediaWhiz.com 866-477-5600

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