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Online Reputation Management

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Presentation of concept about Online Reputation Management for BarCamp Brussels 3.

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Online Reputation Management

  1. 1. Titel tekst Beschrijving slide Online Reputation Management Barcamp – 5/5/2007
  2. 2. Disclaimer <ul><li>This presentation = meant to provoke. </li></ul><ul><li>Is this: </li></ul><ul><li>legal? </li></ul><ul><li>feasable? </li></ul><ul><li>nice? </li></ul><ul><li>marketable? </li></ul>
  3. 3. PR is changing <ul><li>Top of Mind -> Top of Page </li></ul><ul><li>2. Radical Transparancy ( Setec Astronomy ) </li></ul>
  4. 5. Reputation is online Your company’s reputation is decided online. And you can not control it.
  5. 6. How to handle it
  6. 7. Online reputation <ul><li>Three easy steps: </li></ul><ul><li>Build real estate </li></ul><ul><li>Monitor </li></ul><ul><li>Cleanup </li></ul>
  7. 8. Step 1 Build real estate Have a network of trusted, high authority sites ready.
  8. 9. Step 2 Monitor Follow what’s being said about you (live), and detect sentiment and trends.
  9. 10. Step 3 Cleanup Step into the conversation, and control what turns up in search engines.
  10. 11. Real estate
  11. 12. Location, location, location <ul><li>high authority links rule Google </li></ul><ul><li>build up a network of sites </li></ul><ul><li>keep them on topic </li></ul>
  12. 13. Quality content <ul><li>useful resources </li></ul><ul><li>build up over time </li></ul>
  13. 14. Linkbait <ul><li>build up links </li></ul><ul><li>you need to targe linkers </li></ul><ul><li>but linkers are not your audience! </li></ul>
  14. 15. Social media <ul><li>learn how to use Digg, Delicious etc. </li></ul><ul><li>get profiles on every popular social network </li></ul>
  15. 16. Claim your ID <ul><li>claim your brand name on every popular social media site </li></ul><ul><li>make sure Google knows it: create a linkpage (tip: Squidoo) </li></ul>
  16. 17. Go offline <ul><li>join offline meetings </li></ul><ul><li>personal contact = best linkbait ever </li></ul>
  17. 18. Monitor
  18. 19. People are talking <ul><li>find out what your industry’s ‘watering holes’ are </li></ul><ul><li>join the conversation </li></ul>
  19. 20. Influencers <ul><li>identify your industry’s influencers </li></ul><ul><li>read, read, read! </li></ul><ul><li>get acquainted </li></ul>
  20. 21. Track real-time <ul><li>MetaTale </li></ul><ul><li>Attentio </li></ul><ul><li>Technorati </li></ul><ul><li>Google blogsearch </li></ul><ul><li>… </li></ul>
  21. 22. Cleanup
  22. 23. Claim first page <ul><li>occupy the first page </li></ul><ul><li>different sites </li></ul><ul><li>tip: subdomains are your friend! </li></ul>
  23. 24. React <ul><li>negative info: react on page </li></ul><ul><li>set things right! </li></ul><ul><li>explain </li></ul>
  24. 25. Search & destroy <ul><li>identify forum owners, blog owners etc. </li></ul><ul><li>ask politely (funny how often that works) </li></ul><ul><li>explore legal options (cease & desist) </li></ul>
  25. 26. Go black hat <ul><li>link flooding </li></ul><ul><li>duplicate content filter </li></ul><ul><li>… </li></ul>
  26. 27. Professionals
  27. 29. Sendin’ the Wolf <ul><li>You ain't got no problem, Jules. I'm on the motherfucker. Go back in there, chill them niggers out and wait for the Wolf who should be coming directly. </li></ul><ul><li>You sendin' the Wolf? - Oh, you feel better, m otherfucker? - Shit, Negro, that's all you had to say! </li></ul>
  28. 30. The Wolf Professional online reputation managers. They *know* how to control your online reputation.
  29. 31. Competencies <ul><li>SEO & SEA </li></ul><ul><li>Community management & buzz </li></ul><ul><li>PR & copy-writing </li></ul><ul><li>Legal knowledge </li></ul><ul><li>Interactive advertising </li></ul>
  30. 32. Questions
  31. 33. Financial <ul><li>is this a business model? </li></ul><ul><li>is there a market? </li></ul>
  32. 34. Practical <ul><li>your reputation = your passion </li></ul><ul><li>is it possible to outsource passion? </li></ul>
  33. 35. Ethical <ul><li>is all this ethical? </li></ul>
  34. 36. You tell me Time for discussion…
  35. 37. Bart De Waele bart@netlash.com www.netlash.com www.ondernemeringent.be

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