Protecting Your Company's Brand & Reputation Online


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Online Reputation Management (ORM) services work to maintain your positive reputation by counteracting malicious information on the Internet such as: erroneous rumors, unfair opinions and other negative information posted online.

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Protecting Your Company's Brand & Reputation Online

  1. 1. <ul><li>Protecting your Brand & Reputation In The Digital Marketplace </li></ul>Online Reputation Management POWERi Technologies Inc.
  2. 2. Overview <ul><li>- Online Reputation Management Solutions: - Online Brand Protection Monitoring - -Websites (Page Content and Code) </li></ul><ul><ul><ul><li>- Domain Name Registrations and Management </li></ul></ul></ul><ul><ul><ul><li>- Corporate Compliance – Logo’s Usage </li></ul></ul></ul><ul><ul><ul><li>- Paid AD Placement Monitoring – PPC Fraud – Gift Card Offerings </li></ul></ul></ul><ul><ul><ul><li>- Blog’s – RSS – Message boards </li></ul></ul></ul><ul><ul><ul><li>- Search Engine Optimization SEO – Placement </li></ul></ul></ul><ul><li>- Auction Monitoring - Ebay/Classifieds - Craig’s List </li></ul><ul><li>- Counterfeit / Gray Market Sales / Loss Prevention </li></ul><ul><li>- Fraud - Anti-Phishing Monitoring – Email Monitoring </li></ul><ul><li>- Enforcement: - Cease & Desist Management Services </li></ul><ul><li>Social Media Solutions: </li></ul><ul><li>Facebook </li></ul><ul><li>My Space </li></ul><ul><li>Linkedin </li></ul>
  3. 3. Online Reputation Management <ul><li>Creating a positive reputation requires trust and confidence within your market. Having a positive reputation establishes that trust and confidence which will then be reflected in the overall growth of your company. A poor reputation can negatively affect that very quickly. </li></ul><ul><li>Online Reputation management is essential in maintaining a positive consumer outlook. Online Brand protection is yet another key component of online reputation management. There have been instances where the reputation of a company has been damaged by information about a particular product, service, brand or even the key leadership of the company. The best way to react to such information is to proactively monitor for it. </li></ul><ul><ul><li>This is what we do to protect companies like YOURS!! </li></ul></ul>1
  4. 4. RMS Approach and Methodology <ul><li>Online Brand Protection Monitoring – Websites (Page and Coding) </li></ul><ul><li>Domain Name Management </li></ul><ul><li>Corporate Compliance – Logo’s Usage </li></ul><ul><li>Paid AD Placement Monitoring – PPC Fraud – Gift Card Offerings </li></ul><ul><li>Blog’s – RSS – Message boards </li></ul><ul><li>SEO – Placement </li></ul><ul><li>Auction Monitoring - Ebay/ Classifieds - Craig’s List </li></ul><ul><li>Counterfeit / Gray Market Sales / Loss Prevention </li></ul><ul><li>Fraud - Anti-Phishing Monitoring – Email Monitoring </li></ul>3
  5. 5. Online Reputation Management 3 Key Components 4
  6. 6. Online Brand Protection <ul><li>Brand Dilution </li></ul><ul><ul><li>Improper use of trademarks and logos within website both visible and hidden coding </li></ul></ul><ul><ul><li>Blog or Hate sites – Employee Union sites </li></ul></ul><ul><li>Typo Squatting domain names </li></ul><ul><ul><li>Sites such as </li></ul></ul><ul><ul><li>Trademarks and brands that are not protected for PPC purposes. </li></ul></ul><ul><li>Diversion of traffic </li></ul><ul><ul><li>Paid advertisement using your brands to divert traffic to another site for sales of goods </li></ul></ul><ul><ul><li>Sites using your trademark and brand to gain traffic for its services and products. </li></ul></ul><ul><li>Illegal or False Associations </li></ul><ul><ul><li>Links to famous site to gain a positive reputation. </li></ul></ul><ul><ul><li>Pornography sites linking to legitimate sites </li></ul></ul><ul><ul><li>Back linking for SEO purposes </li></ul></ul><ul><li>Grey marketing and counterfeit goods </li></ul><ul><ul><li>Sales within classified ads and auction sites on the increase </li></ul></ul><ul><li>Phishing – Solicitation Fraud </li></ul><ul><ul><li>Cyber criminals “Phishing” for personal information for malicious purposes. </li></ul></ul>5
  7. 7. Domain Name Management <ul><li>Identify all of your Company’s existing domain names: </li></ul><ul><ul><li>Locate all of your Company’s registered domain. </li></ul></ul><ul><ul><li>Your Company’s trademark portfolio is a good place to identify what likely domain names you should register </li></ul></ul><ul><ul><li>Consolidate all your existing domain registrations within one registrar </li></ul></ul><ul><li>Register domain names that should have been registered in the past for protection </li></ul><ul><ul><li>Trademarks registered, Current and future Slogans </li></ul></ul><ul><ul><li>“ Sucks Names” </li></ul></ul><ul><ul><li>Common misspellings of your name or brand </li></ul></ul><ul><ul><li>Typically Fortune 100 Companies have domain portfolios of 3,000-5,000 gtds and 250-1500 cctlds </li></ul></ul><ul><li>Identify all of your company’s existing trademarks </li></ul><ul><ul><li>Utilize tools such as clearance tools to search through USPTO and other country databases for your trademarks </li></ul></ul>7
  8. 8. Global Domain Audit <ul><li>Expired Domains </li></ul><ul><ul><li>9 </li></ul></ul><ul><li>Expiring Domains </li></ul><ul><ul><li>39 </li></ul></ul><ul><li>Registered </li></ul><ul><ul><li>151 </li></ul></ul><ul><li>Available </li></ul><ul><ul><li>349 </li></ul></ul><ul><li>Unknown </li></ul><ul><ul><li>(More Research Needed) </li></ul></ul><ul><ul><li>138 </li></ul></ul>8
  9. 9. New Domain Registrations 9
  10. 10. Hate Sites – Blog’s 10
  11. 11. Corporate Compliance – Logo Usage <ul><li>Monitoring agents or resellers for compliance. </li></ul><ul><li>Proper Logo or Brand use </li></ul><ul><li>Making sure that all resellers and partners are maintaining the integrity of the Brand holder. </li></ul>11
  12. 12. Logo Use - Compliance 13
  13. 13. Paid AD Placement Monitoring Gift Card Offerings <ul><li>Monitor companies purchasing “Ad Words PPC” using your trademarks or brands for diversion capitalization. </li></ul><ul><li>Search Engine placement monitoring </li></ul><ul><ul><li>See who is ranked higher than the Brand Holder and for what reasons. </li></ul></ul><ul><ul><li>Possible use for own marketing within the search engines. </li></ul></ul><ul><li>Unauthorized Gift Card offerings </li></ul><ul><ul><li>Used for the purpose of gathering information at times for surveys. </li></ul></ul><ul><ul><li>Brand or trademark holder can be liable </li></ul></ul><ul><ul><li>Possible Public Relations issues with upset customers over non-legitimate gift cards. </li></ul></ul>14
  14. 14. Gift Card Offerings - Compliance 15
  15. 15. Gift Card Offerings-Phishing 16
  16. 16. Blog’s – RSS – Message Boards <ul><li>Blog sites </li></ul><ul><ul><li>See what consumers are saying about your company. </li></ul></ul><ul><ul><li>What is being said about the executives or key management. </li></ul></ul><ul><ul><li>Public Relations tool to combat negative publicity in a timely manor. </li></ul></ul><ul><ul><li>Company secrets leaking onto the World Wide Web from current or past employee’s </li></ul></ul><ul><li>RSS – Real Simple Syndication – News/Blog Feeds </li></ul><ul><ul><li>Real time feeds for all types of information – Positive and Negative </li></ul></ul><ul><ul><ul><li>Goods and services </li></ul></ul></ul><ul><ul><ul><li>Public Relations </li></ul></ul></ul><ul><ul><ul><li>Negative or Positive news </li></ul></ul></ul><ul><ul><li>Use for marketing purposes </li></ul></ul><ul><ul><ul><li>Capitalize on positive online chatter </li></ul></ul></ul><ul><ul><ul><li>Quick PR against negative online chatter </li></ul></ul></ul><ul><ul><ul><li>Use to save money on quick negative online chatter </li></ul></ul></ul><ul><ul><ul><li>Use to make money quickly on marking from positive online chatter. </li></ul></ul></ul><ul><li>Message Boards </li></ul><ul><ul><li>Financial institution monitoring primarily. Yahoo Financial, Raging Bull, etc. </li></ul></ul><ul><ul><li>Monitor what is being said about Global Fortune 2000 companies </li></ul></ul>17
  17. 17. Company Executives Monitoring 18
  18. 18. Blogs/RSS/Message Boards Monitoring 19
  19. 19. Union Forum Sites 20
  20. 20. SEO – Placement <ul><li>Web traffic Diversion </li></ul><ul><ul><li>Incorporation of trademark and brad variations in domain names </li></ul></ul><ul><ul><li>Use of brand names in hidden text and visible text </li></ul></ul><ul><ul><li>Purchase of trademark as keyword on search engines PPC </li></ul></ul><ul><li>Search Engine Placement </li></ul><ul><ul><li>Who and where are your or your competition ranking </li></ul></ul><ul><ul><li>How to capitalize on current positions </li></ul></ul>21
  21. 21. Search Engine Paid Placement 22
  22. 22. Auction Monitoring Ebay / Classifieds Ads - Craig’s List <ul><li>Auction Monitoring </li></ul><ul><ul><li>Used primarily for: </li></ul></ul><ul><ul><ul><li>Online Compliance </li></ul></ul></ul><ul><ul><ul><ul><li>Distribution of goods through distributorships. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Unauthorized Employee Sealing online </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Agent sales of goods </li></ul></ul></ul></ul><ul><ul><ul><li>Loss Prevention </li></ul></ul></ul><ul><ul><ul><ul><li>Back tracking of goods to a specific location </li></ul></ul></ul></ul><ul><ul><ul><li>Counterfeit / Gray Market goods </li></ul></ul></ul><ul><ul><ul><ul><li>Monitor for sales of false goods </li></ul></ul></ul></ul><ul><li>Online Classified Ads </li></ul><ul><ul><li>Moving from Auction sited to Classified posting sites. </li></ul></ul><ul><ul><li>Increasing listing for Stolen big ticket items </li></ul></ul><ul><ul><li>New Location for Housewife sales of counterfeit goods – Purse Storers. </li></ul></ul>23
  23. 23. Online Classified Ads 24
  24. 24. Auction Monitoring – Ebay 25
  25. 25. Counterfeit Goods Gray Market Sales / Loss Prevention <ul><li>Counterfeit goods </li></ul><ul><ul><li>Illegally branded products that are not manufactured by OEMs </li></ul></ul><ul><ul><li>Brands tarnished because consumers are deceived into purchasing inferior and frequently defective products </li></ul></ul><ul><ul><li>Costs to industry significant- International Anti-Counterfeiting Coalition estimates losses for counterfeit goods at $500 billion </li></ul></ul><ul><li>Gray–Market Sales </li></ul><ul><ul><li>Branded products diverted from the authorized distribution channel without the consent or knowledge of the manufacturer </li></ul></ul><ul><li>Loss Prevention </li></ul><ul><ul><li>Track theft online back to the location and seller or stolen goods. </li></ul></ul><ul><ul><li>Reduce loss through services and internal marketing of such items </li></ul></ul>28
  26. 26. Counterfeit/Gray Market Sales Loss Prevention 29
  27. 27. Phishing Monitoring Financial Fraud – Email Monitoring <ul><li>Phishing </li></ul><ul><ul><li>Attacks are based on high-quality ‘targeted email lists. </li></ul></ul><ul><ul><li>rather than ‘random’ attacks against big names. </li></ul></ul><ul><ul><li>Phishing is becoming a mass marketing technique for illicit sellers to reach naive buyers. </li></ul></ul><ul><ul><li>Increased credential theft </li></ul></ul><ul><ul><li>Increased illegal use of online payment services </li></ul></ul><ul><ul><li>Spilling into IM’s as promotion mechanism. </li></ul></ul><ul><ul><li>Phishing attacks continue to undermine online e-commerce and payment systems. </li></ul></ul><ul><ul><li>In a down economy these attacks are on the rise. </li></ul></ul>32
  28. 28. Phishing Scams – Emails 11 phishing emails within a 4 months 33
  29. 29. Phishing Scams 35
  30. 30. Enforcement Actions <ul><li>Our procedures allow us to communicate and issue Notifications of Infringements to internet service providers and have these types of IP violations taken down without the need for legal engagement. This system streamlines and allows POWERi to monitor and enforce an unlimited number of infringements’, at any given time, and have them reported and removed within a specific time frame. The normal time frame is 5-7 business days for the internet service providers to process said requests. </li></ul><ul><li>Cease-and-Desist is a legal term which essentially means, “STOP:” It is used in demanding for a person or organization to permanently stop doing something (“to cease and desist from doing”).   POWERi’s services allows you to review the infringements found and easily authorize us to send a Cease and Desist letter instead of having to manually create letters for each notice. POWERi’s team provides you with letters using your customized format, logo and content.  Each letter is prepared by POWERi and is carefully reviewed and tagged for follow up. The letters can be sent to you electronically, fully prepared and ready for review, signature and mailing, or we can use your electronic signature and send the letters out via certified mail on your behalf. </li></ul>
  31. 31. Social Media <ul><li>If you're seeing negative listings on the first few pages of Google, you can bet that many of your customers are seeing them too. And that's going to have a big effect on whether or not they decide to do business with you. </li></ul><ul><li>Few things are more important to your continued online success than your company's brand. And your brand can be quickly destroyed if you're not controlling what customers are presented with when they Google your company. This means... </li></ul><ul><ul><li>Monitoring what people are saying about your brand online, </li></ul></ul><ul><ul><li>Practicing defensive ranking to control the top results when customers search for your brand, and... </li></ul></ul><ul><ul><li>Responding quickly and appropriately if and when negative search results appear. </li></ul></ul>
  32. 32. Social Media The Top Ten Tips to Clean Up Your Online Reputation <ul><li>Use Subdomains On Your Own Site </li></ul><ul><li>Create Additional Sites About Your Business </li></ul><ul><li>Sitelinks and Double Listings </li></ul><ul><li>Wikipedia Business Pages </li></ul><ul><li>Presell Pages </li></ul><ul><li>Start Sending Out Press Releases </li></ul><ul><li>Profiles on Other Social Media Sites </li></ul><ul><li>Tagging </li></ul><ul><li>Buying Sites That Are Ranking Well for the Keyword You're Targeting </li></ul><ul><li>Strategically Placed PPC Ads </li></ul>