Online Reputation Management for Software Authors


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This is one of the two presentations held by Adriana Iordan, Web Marketing Manager, at the Software Industry Conference 2009, in Boston. It covers the topic of online reputation management for software authors.

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Online Reputation Management for Software Authors

  1. 1. How to Monitor and Protect Your Reputation Online <br />Presented by:<br />Adriana Iordan <br />Adriana Iordan- 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. How does it work?<br />Communications MEDIA<br />Social MEDIA<br />Image defined by Media Owner<br />Brand in control<br />One way / Delivering a message<br />Focused on the brand<br />Company created content<br />Limited channel distribution<br />Image defined by Consumer<br />Consumer in control<br />Two way / Conversations<br />Focused on the user <br />User Generated Content<br />Unlimited channel distribution<br />
  5. 5. 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 />
  6. 6. 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 />Implementation (Google Reader, Google Analytics, WordPress, ORM tools, ORM policy)<br />
  7. 7. What online reputation is not. Dibert version<br />
  8. 8. Basic Listening Tools<br />Free tools to monitor<br />Email: <br /><ul><li>Google Alerts, Yahoo Alerts, SocialMention Alerts, TweetBeep</li></ul>Customized RSS:<br /><ul><li>Google Blog Search, Technorati, BoardTracker,, Digg
  9. 9. MonitorThis – monitor across 20 search engine feeds
  10. 10.
  11. 11. Custom search engine: Rollyo</li></ul>Paid tools: /<br />
  12. 12. 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 />
  13. 13. Dominate brand SERPs<br />Tactics for SERP results<br />Approach the webmaster / blogger<br />Hosted Content – Leverage Universal Search (YouTube Channel, Twitter, Page Profiles) – create content with brand equity<br />Domains & sub-domains & Blogs & micro-sites<br />News, images, shopping<br />Linking to profiles<br />Check Wikipedia mentions<br />PR news – PRWeb, BusinessWire<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 />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 />“Build communities” instead of “doing communications”<br />
  16. 16. Conclusion<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 />
  17. 17. 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 />Twitter: @adriana_iordan<br />Avangate Digest Newsletter:<br /><br />