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How to Monitor and Protect Your Reputation Online


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This presentation presents how software companies worldwide can have a smart online reputation strategy . This presentation was held by Adriana Iordan, Web Marketing Manager, at the European Software Conference (ESWC) 2009, in Berlin.

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How to Monitor and Protect Your Reputation Online

  1. 1. How to Monitor and Protect Your Reputation Online <br />Presented by:<br />Adriana Iordan <br />Avangate<br />
  2. 2. 6 facts about online reputation?<br />Your desired image ≠ Identity of the company ≠ Your reputation<br />The reputation must be earned <br />It is not controlled by the company <br />Intangible asset, strategic differentiator <br />The community validates your reputation<br />It is not the PR’s job <br />
  3. 3. Why is online reputation important?<br />Nielson Global Online Consumer survey April 2009<br />Because 9 out of 10 people trust recommendations from folks they know<br />
  4. 4. Where do online conversations happen?<br />Reputation<br />FORUMS/NEWSGROUPS<br />MICROBLOGS<br />Twitter: 17 million visiitors in april 2009<br />VIDEO SHARING<br />YouTube 100 million viewers (Feb 2009)<br />Conversation<br />- Google -<br />SOCIAL NETWORKS<br />WIKIS<br />Facebook: 250 million <br />Wikipedia: 65 million visitors<br />(Jan 09)<br />SOCIAL MEDIA NEWS<br />AGGREGATORS<br />PHOTO SHARING<br />MAINSTREAM MEDIA<br />BLOGS<br />
  5. 5. Getting Started<br />Who cares/talks about you <br />communities / customers / press / industry leaders / employees / business partners / competitors <br />Check the perception on your company:<br />search engines, customer surveys, vertical search channels, social media<br /> Prepare your reputation assets<br /> Set your goals & metrics<br /> Basic Implementation (Google Reader, Google Analytics, WordPress, ORM tools, ORM policy)<br />
  6. 6. What online reputation is not. Dibert version<br />Don’t fake positive opinions<br />
  7. 7. Own your brand<br />
  8. 8. Basic Listening Tools<br />Free keyword based tools to monitor<br />Email: <br /><ul><li>Google Alerts, Yahoo Alerts, SocialMention Alerts, TweetBeep</li></ul>Customized RSS:<br /><ul><li>Technorati, BoardTracker,, FriendFeed
  9. 9. MonitorThis – monitor across 20 search engine feeds
  10. 10.</li></ul>Visual tools: /<br />Paid tools: / / Onalytica / BuzzLogic<br />
  11. 11. What to monitor<br />Company & Products names<br />Website URL / blogs<br />Employees names (execs)<br />Marketing tagline<br />Industry communities<br />Competition<br />Business Partners & Clients<br />Copyright & trademarks<br />Paid Advertising Ads<br />Products, Company brand and Competition<br />
  12. 12. Dominate brand SERPs<br />Tactics for SERP results<br /> Approach the webmaster / blogger<br /> Domains & sub-domains & Blogs & micro-sites<br /> Hosted Content – Leverage Universal Search (YouTube Channel, Twitter, Page Profiles) – create content with brand equity<br />Brand + problems, support, scam, review, crack, complaints.. <br />
  13. 13. Dominate brand SERPs<br /> News, images, shopping<br /> Linking to profiles<br /> Check Wikipedia mentions<br /> PR news – PRWeb, BusinessWire<br />Social network accounts with specific keywords<br />Lesson learned<br />
  14. 14. Conversation examples<br />Crack, keygen, serial, key<br />Twitter<br />
  15. 15. Basic rules on New Media Marketing<br />Basic rules of Online Reputation<br />Transparency & authenticity<br />Learn to listen, react quickly<br />Embrace the blogosphere and build relationships before something negative appears<br />Involve all the departments from your company<br />Encourage the conversations<br />
  16. 16. Basic rules on New Media Marketing<br />Try to add value to your industry and community<br />Connect with the influencers / help them find you<br />Create content and products worth talking about<br />Customer service, product development is marketing<br />Online reputation monitoring is not only for companies like Dell <br />
  17. 17. Conclusions<br />Immediate actions to take:<br /> Listen to online conversations as they are the foundations of your online reputation<br /> Use an RSS Reader and subscribe to “vanity” feeds<br /> Start a free company or personal blog / micro-blogging<br /> Check the search results in Google, Yahoo, Bing on your branded keywords<br /> Check your website content!<br />
  18. 18. We sell software online. We&apos;ve been doing it for the last 17 years.<br />Connect with me!<br />Adriana Iordan<br />Web Marketing Manager– Avangate<br />Email:<br /><br />Avangate Blog:<br /><br />