Introduction to Reputation Management Dec. 1, 2009 Omar Ha-Redeye AAS, BHA (Hons.), PGCert, CNMT, RT(N)(ARRT) J.D. Candida...
What is Reputation Management? <ul><li>Reputation management:  tracking actions and opinions; reporting on them; reacting ...
 
I Google, Therefore I Am
 
 
 
 
Reputation Defender to the Rescue...
… Or Not?
 
Omar’s 4 Steps to Reputation Management <ul><li>Dedicate </li></ul><ul><li>Collaborate </li></ul><ul><li>Mitigate </li></u...
Dedicate <ul><li>Content is king </li></ul><ul><ul><li>Regular posts; predictability </li></ul></ul><ul><ul><li>New, origi...
Establish your Brand <ul><li>Become a broadcaster… </li></ul><ul><li>…  and beyond… </li></ul>
 
 
SEO v. SEM <ul><li>Search engine optimization  (SEO): increasing the volume or quality of traffic to a web site from searc...
SEO Basics <ul><li>Google ranks web pages according to perceived relevance and authority </li></ul><ul><ul><li>possible se...
Types of Factors <ul><li>2 sets of factors affect page ranks </li></ul><ul><li>On-site and on-page factors  </li></ul><ul>...
On-Page and Off-Page Factors <ul><li>On-site and on-page factors website IP address server location domain name of website...
Google “Reputation Management Lawyer”
Monitoring Page Rankings <ul><li>Technorati:  an Internet search engine for searching blogs </li></ul><ul><ul><li>Not upda...
Collaborate <ul><li>Collaboration is Key  </li></ul><ul><ul><li>Links are still basis for traffic flow </li></ul></ul><ul>...
Political Blogger Alliances <ul><li>Blogging Tories  (www.bloggingtories.ca/)  </li></ul><ul><ul><li>300 blogs, avg. 3,000...
Collaboration Tools <ul><li>Track inbound links </li></ul><ul><ul><li>Reciprocate </li></ul></ul><ul><ul><li>Acknowledge <...
Internal Group Collaboration
Mitigate <ul><li>Create web presence in advance </li></ul><ul><ul><li><name>.com </li></ul></ul><ul><li>Own brand on socia...
Shel Israel <ul><li>Author in Silicon Valley </li></ul><ul><ul><li>“ Naked Conversations, How Blogs are Changing the Way B...
Rep Mgt Enters the House <ul><li>Mr. Jason Kenney (Calgary Southeast, CPC):  Mr. Speaker, the only additional element that...
JasonKenney.Org
 
Stay Above the Fold
Litigate <ul><li>Litigation is only an option of last resort </li></ul><ul><ul><li>Extremely costly </li></ul></ul><ul><ul...
Pre-Litigation Options <ul><li>Simple request </li></ul><ul><li>Educate </li></ul><ul><ul><li>Discussion page on wikis </l...
Right to be Wiki Free?
When to Litigate <ul><li>Don’t litigate </li></ul><ul><ul><li>View expressed is: </li></ul></ul><ul><ul><ul><li>an opinion...
Anonymity is a Myth <ul><li>R. v. Cuttell , 2009 ONCJ 471 </li></ul><ul><ul><li>3 rd  Party custody of confidential inform...
Ratings and Ranking Sites <ul><li>The Ratingz Network </li></ul><ul><ul><li>CampRatingz.com </li></ul></ul><ul><ul><li>Chi...
 
OmarHa-Redeye.com
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Online Reputation Management

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Talk at the Schulich School of Business to marketing professionals on December 1, 2009. Slidecast (audio) edited to omit Q&A and interactive activities.
Basics of SEO and reputation management online using a 4 step process: Dedication, Collaboration, Mitigation, and Litigation.

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  • http://en.wikipedia.org/wiki/Reputation_management http://en.wikipedia.org/wiki/Online_Reputation_Management
  • http://www.google.com/hostednews/canadianpress/article/ALeqM5i_WKz1aSE6iB_zCU50RGYi-Vhe9A
  • http://online.wsj.com/article/SB117856222924394753.html
  • http://www.ceoreputationmanagement.com/ http://www.brandtitan.com/topic/ceo-reputation-management.html Books on building CEO reputation and company reputation include Reputation by Charles Fombrun, &amp;quot; Building Reputational Capital &amp;quot; by Kevin T. Jackson, The 18 Immutable Laws of Corporate Reputation by Ron Alsop, and CEO Capital: A Guide to Building CEO Reputation and Company Success by Leslie Gaines-Ross.
  • 2009 Global Reputation Pulse Results. http://www.reputationinstitute.com/advisory-services/global-pulse
  • 2009 Global Reputation Pulse Results. http://www.reputationinstitute.com/advisory-services/global-pulse
  • http://www.emarketer.com/Article.aspx?R=1007393 http://www.conversationagent.com/2009/11/lists-permission-and-content-marketing.html Providing value Value is contextual and is content-dependent. Your job as a marketer is to articulate what is already there, and highlight its existing value through relevant and valuable content that attracts, engages, and acquires a clearly defined and understood group of people . You do it to meet a stated objective or set of goals. With the help of social media, you can make those communications as frequent as the people on the other side wish to make them, thus gaining some insights into who and how often by interacting with them in a context in which they choose to syndicate your content, follow your account, or become a fan of your product page . Maybe you started with a blog and you attracted many to subscribe. How do you know that those same people are interested in more offers from you? How do you build a list from there? Give your readers the opportunity to subscribe to a newsletter, or to follow a specific Twitter account where you share special deals.
  • http://www.reputationdefender.com/
  • http://gregladen.com/wordpress/?p=1022
  • http://lawiscool.com/2008/08/29/social-media-when-time-money/
  • http://mixtmedia.files.wordpress.com/2008/11/social-media-adoption-curve2.png
  • Ping.fm Michael Ames – techhermit.blogspot.com
  • http://en.wikipedia.org/wiki/Search_engine_optimization http://en.wikipedia.org/wiki/Search_engine_marketing
  • http://www.binarylaw.co.uk/index.php/2009/09/05/search-engine-optimisation-a-holistic-approach/
  • http://www.omarha-redeye.com/looking-for-a-reputation-management-lawyer/
  • http://en.wikipedia.org/wiki/PageRank http://www.searchenginejournal.com/manipulating-alexa-traffic-rankings/3044/ http://www.nevillehobson.com/2009/11/15/little-trust-in-technorati/
  • http://blog.socialmediamafia.com/2008/08/jailhouse-tips-for-surviving-online/ http://www.mattcutts.com/blog/how-to-report-paid-links/ https://www.google.com/webmasters/tools/paidlinks?hl=en&amp;pli=1 http://en.wikipedia.org/wiki/Fake_blog
  • http://blogs.hillandknowlton.com/
  • http://www.boardtracker.com/ SocialMention.com
  • http://technomarketer.typepad.com/technomarketer/2008/05/owning-your-dig.html http://redcouch.typepad.com/weblog/2008/04/blog-herald-cal.html http://edu.blogs.com/edublogs/2008/06/buy-your-domain.html http://www.1938media.com/forum/
  • former Liberal MP Don Boudria when his name was registered by an antagonistic party The Speaker: Honestly, the hon. member for Calgary Southeast need not suggest that any hon. member of this House is ignorant. Mr. Jason Kenney: Mr. Speaker, of the Internet. The Speaker: That does not make it better. He could say that he has perhaps missed the point or something. We do not need to use this kind of language. I would urge the hon. member to show some restraint. Mr. Jason Kenney: Mr. Speaker, let me be clear. I did not mean ignorant in the pejorative sense but in an objective sense that the member apparently does not understand the process by which domain names are registered on the Internet.
  • Now goes to mikechong.ca
  • http://www.slaw.ca/2009/11/17/google-embarks-on-legal-publishing/
  • http://www.wired.com/threatlevel/2009/11/wikipedia_murder/?utm_source=feedburner&amp;utm_medium=feed&amp;utm_campaign=Feed%3A+wired%2Findex+%28Wired%3A+Index+3+%28Top+Stories+2%29%29&amp;utm_content=Google+Reader
  • http://www.slaw.ca/2009/09/22/metatag-suits-should-now-be-dropped/
  • http://www.slaw.ca/2009/10/14/cloud-computing-and-the-legal-significance-of-terms-of-service/ http://danmichaluk.wordpress.com/2009/10/11/case-report-court-finds-warantless-search-for-isp-subscriber-info-unresonable-admits-evidence/ http://www.slaw.ca/2009/09/13/norwich-orders-applied-to-gmail-account http://www.canlii.org/en/on/onsc/doc/2009/2009canlii46447/2009canlii46447.html http://www.citmedialaw.org/threats/cohen-v-google-blogger
  • http://www.canadianmedicinenews.com/2009/10/do-doctors-need-reputation-management.html
  • Online Reputation Management

    1. 1. Introduction to Reputation Management Dec. 1, 2009 Omar Ha-Redeye AAS, BHA (Hons.), PGCert, CNMT, RT(N)(ARRT) J.D. Candidate, University of Western Ontario
    2. 2. What is Reputation Management? <ul><li>Reputation management: tracking actions and opinions; reporting on them; reacting </li></ul><ul><li>Online reputation management (ORM): research and analysis of reputation represented by online media content </li></ul><ul><li>Search Engine Reputation Management (SERM): tactics to proactively shield brands or reputations from damaging content through search engine queries </li></ul>
    3. 4. I Google, Therefore I Am
    4. 9. Reputation Defender to the Rescue...
    5. 10. … Or Not?
    6. 12. Omar’s 4 Steps to Reputation Management <ul><li>Dedicate </li></ul><ul><li>Collaborate </li></ul><ul><li>Mitigate </li></ul><ul><li>Litigate </li></ul>
    7. 13. Dedicate <ul><li>Content is king </li></ul><ul><ul><li>Regular posts; predictability </li></ul></ul><ul><ul><li>New, original content </li></ul></ul><ul><li>Web presence is part of branding </li></ul><ul><ul><li>Reliability creates loyalty </li></ul></ul><ul><li>Time commitment </li></ul><ul><ul><li>Scheduling posts </li></ul></ul><ul><ul><li>Long-term planning </li></ul></ul><ul><li>Can be as little as 15 min. a day </li></ul>
    8. 14. Establish your Brand <ul><li>Become a broadcaster… </li></ul><ul><li>… and beyond… </li></ul>
    9. 17. SEO v. SEM <ul><li>Search engine optimization (SEO): increasing the volume or quality of traffic to a web site from search engines via &quot;natural&quot; or un-paid search results </li></ul><ul><li>Search engine marketing (SEM): a form of Internet marketing that seeks to promote websites by increasing visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion </li></ul>
    10. 18. SEO Basics <ul><li>Google ranks web pages according to perceived relevance and authority </li></ul><ul><ul><li>possible search terms by the user (keywords) </li></ul></ul><ul><li>SEO not an exact science, more of an art </li></ul><ul><ul><li>basic principles are well-established </li></ul></ul><ul><ul><li>easily understood </li></ul></ul><ul><ul><li>readily implemented by the non-technical. </li></ul></ul><ul><li>algorithm is a closely-guarded secret, constantly changing </li></ul><ul><ul><li>intelligent guesswork </li></ul></ul><ul><ul><ul><li>relative importance of factors </li></ul></ul></ul><ul><ul><li>analysis and experience of what works </li></ul></ul>
    11. 19. Types of Factors <ul><li>2 sets of factors affect page ranks </li></ul><ul><li>On-site and on-page factors </li></ul><ul><ul><li>inherent value of your pages </li></ul></ul><ul><ul><li>design and structure of your website generally </li></ul></ul><ul><ul><li>layout and content of individual pages </li></ul></ul><ul><li>Off-page factors </li></ul><ul><ul><li>how others value you </li></ul></ul><ul><ul><li>number and value of links from other sites to your pages </li></ul></ul><ul><ul><li>work consistently at gaining and retaining these “votes” </li></ul></ul>
    12. 20. On-Page and Off-Page Factors <ul><li>On-site and on-page factors website IP address server location domain name of website URL of page title of page meta description of page freshness of page content links on page to external websites page “theme” website “theme” </li></ul><ul><li>Off-page factors number of links to website PageRank of links to website number of links to page PageRank of links to page text in links to page (anchor text) page click-through rate (CTR) “stickiness” of page total number of pages on website </li></ul>
    13. 21. Google “Reputation Management Lawyer”
    14. 22. Monitoring Page Rankings <ul><li>Technorati: an Internet search engine for searching blogs </li></ul><ul><ul><li>Not updating properly recently </li></ul></ul><ul><ul><li>112.8 million blogs (2008) </li></ul></ul><ul><li>Alexa rankings </li></ul><ul><ul><li># times users with toolbars visit site </li></ul></ul><ul><ul><li>Can be inaccurate </li></ul></ul><ul><ul><li>Subject to manipulation </li></ul></ul><ul><li>Google PageRank ( U.S. Patent 6,285,999 ) </li></ul><ul><ul><li>Does not consider relationship of page to referring resources </li></ul></ul><ul><ul><li>depends on the number and quality of inbound links </li></ul></ul>
    15. 23. Collaborate <ul><li>Collaboration is Key </li></ul><ul><ul><li>Links are still basis for traffic flow </li></ul></ul><ul><ul><li>Be aware of rel=“nofollow” </li></ul></ul><ul><li>Link to other reputable sites </li></ul><ul><li>Link internally to related content </li></ul><ul><li>Build relationships </li></ul><ul><ul><li>With related material </li></ul></ul><ul><ul><li>Other websites/writers </li></ul></ul><ul><li>Don’t “Flog” </li></ul>
    16. 24. Political Blogger Alliances <ul><li>Blogging Tories (www.bloggingtories.ca/) </li></ul><ul><ul><li>300 blogs, avg. 3,000 readers/day </li></ul></ul><ul><li>Liblogs (www.liblogs.ca/) ‏ </li></ul><ul><li>New Democrats Online ( http://www.newdemocratsonline.ca/ ) ‏ </li></ul><ul><ul><li>Formerly Blogging Dippers </li></ul></ul><ul><li>Progressive Bloggers (www.progressivebloggers.ca/) ‏ </li></ul><ul><li>Blogging Canadians </li></ul><ul><ul><li>All parties and non-partisan </li></ul></ul>
    17. 25. Collaboration Tools <ul><li>Track inbound links </li></ul><ul><ul><li>Reciprocate </li></ul></ul><ul><ul><li>Acknowledge </li></ul></ul><ul><li>Microblogging </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook Status </li></ul></ul><ul><li>Use short urls </li></ul><ul><ul><li>Tiny.url (2002) </li></ul></ul><ul><ul><li>Tr.im </li></ul></ul><ul><ul><ul><li>Link rot issue </li></ul></ul></ul><ul><ul><li>Bit.ly </li></ul></ul>
    18. 26. Internal Group Collaboration
    19. 27. Mitigate <ul><li>Create web presence in advance </li></ul><ul><ul><li><name>.com </li></ul></ul><ul><li>Own brand on social networks </li></ul><ul><ul><li>Verify social media accounts where possible </li></ul></ul><ul><li>Monitor regularly </li></ul><ul><ul><ul><li>Google Alerts </li></ul></ul></ul><ul><ul><ul><li>SocialMention </li></ul></ul></ul><ul><ul><ul><li>BoardTracker </li></ul></ul></ul><ul><li>Adapt to changes over time </li></ul>
    20. 28. Shel Israel <ul><li>Author in Silicon Valley </li></ul><ul><ul><li>“ Naked Conversations, How Blogs are Changing the Way Businesses Talk with Customers” (2006) </li></ul></ul><ul><ul><li>“ Twitterville” (2009) </li></ul></ul><ul><li>Hosted an online talk show, Global Neighbourhoods with Shel Israel </li></ul><ul><li>Lorne Feldman registered ShelIsrael.com (2008) </li></ul>
    21. 29. Rep Mgt Enters the House <ul><li>Mr. Jason Kenney (Calgary Southeast, CPC): Mr. Speaker, the only additional element that the hon. member has brought to the Chair’s attention relates to a matter which is in no way, shape or form within the purview of this House or your honour and it never has been, and hopefully never will be, that is to say, the registration of domain names on the World Wide Web. I understand my hon. friend opposite is learned with respect to parliamentary procedure but I must infer from his remarks that he is stupefiedly (sic) ignorant about the commercial practices on the Internet. </li></ul>
    22. 30. JasonKenney.Org
    23. 32. Stay Above the Fold
    24. 33. Litigate <ul><li>Litigation is only an option of last resort </li></ul><ul><ul><li>Extremely costly </li></ul></ul><ul><ul><li>Not time effective </li></ul></ul><ul><ul><li>Potential for backlash </li></ul></ul><ul><li>Know and assess adversary </li></ul><ul><ul><li>Seek non-confrontational resolution if possible </li></ul></ul><ul><ul><li>Address through 3 rd Parties </li></ul></ul><ul><li>Potentially public permanent legal record </li></ul><ul><ul><li>Google Scholar now indexing legal cases </li></ul></ul><ul><li>Do not engage in flame wars </li></ul>
    25. 34. Pre-Litigation Options <ul><li>Simple request </li></ul><ul><li>Educate </li></ul><ul><ul><li>Discussion page on wikis </li></ul></ul><ul><ul><li>Provide your POV on own site </li></ul></ul><ul><li>Notice-and-Takedown </li></ul><ul><ul><li>Enforce copyright, trademark </li></ul></ul><ul><li>Warning letter </li></ul><ul><li>Ignore completely </li></ul>
    26. 35. Right to be Wiki Free?
    27. 36. When to Litigate <ul><li>Don’t litigate </li></ul><ul><ul><li>View expressed is: </li></ul></ul><ul><ul><ul><li>an opinion </li></ul></ul></ul><ul><ul><ul><li>true </li></ul></ul></ul><ul><ul><li>Metatags </li></ul></ul><ul><ul><ul><li>Keywords vs. ads </li></ul></ul></ul><ul><ul><li>Fair use (copyright) </li></ul></ul><ul><ul><li>Political (usually) </li></ul></ul><ul><li>Do litigate </li></ul><ul><ul><li>History </li></ul></ul><ul><ul><ul><li>Litigation </li></ul></ul></ul><ul><ul><ul><li>irresponsible commentary </li></ul></ul></ul><ul><ul><ul><ul><li>Malice is not needed </li></ul></ul></ul></ul><ul><ul><li>( Hill v. Church of Scientology) </li></ul></ul><ul><ul><li>Anonymous bloggers </li></ul></ul><ul><ul><ul><li>Reveal identity through proceedings </li></ul></ul></ul>
    28. 37. Anonymity is a Myth <ul><li>R. v. Cuttell , 2009 ONCJ 471 </li></ul><ul><ul><li>3 rd Party custody of confidential information does not automatically extinguish any reasonable expectation of privacy </li></ul></ul><ul><ul><li>rights reserved by the third-party vis-a-vis </li></ul></ul><ul><li>York University v. Bell Canada Enterprises , 2009 CanLII 46447 (ON S.C.) </li></ul><ul><ul><li>Use of Norwich order </li></ul></ul><ul><ul><ul><li>Privacy interest v. interests of justice </li></ul></ul></ul><ul><ul><ul><li>Limited for specific purposes, not absolute </li></ul></ul></ul><ul><ul><li>Privacy interests overridden by s. 7(3)(c) of PIPEDA </li></ul></ul><ul><li>Cohen v. Google, Inc., Index No. 100012/09 (N.Y. Cty. Aug. 17, 2009). </li></ul><ul><ul><li>Skanks in NYC (Blogspot) </li></ul></ul><ul><ul><li>pre-action disclosure </li></ul></ul>
    29. 38. Ratings and Ranking Sites <ul><li>The Ratingz Network </li></ul><ul><ul><li>CampRatingz.com </li></ul></ul><ul><ul><li>ChildCareRatingz.com </li></ul></ul><ul><ul><li>ClubRatingz.com </li></ul></ul><ul><ul><li>DrugRatingz.com </li></ul></ul><ul><ul><li>LawyerRatingz.com </li></ul></ul><ul><ul><li>RadioRatingz.com </li></ul></ul><ul><ul><li>RealEstateRatingz.com </li></ul></ul><ul><ul><li>VetRatingz.com </li></ul></ul><ul><ul><li>AccountantRatingz.com </li></ul></ul><ul><ul><li>CollegeDormRatingz.com </li></ul></ul><ul><ul><li>MechanicRatingz.com </li></ul></ul><ul><ul><li>RestaurantRatingz.com </li></ul></ul><ul><ul><li>SalonRatingz.com </li></ul></ul><ul><ul><li>SkiRatingz.com </li></ul></ul><ul><ul><li>TVratingz.com </li></ul></ul><ul><li>RateMyProfessors.com </li></ul><ul><li>RateMyTeachers.com </li></ul><ul><li>RateMDs.com </li></ul><ul><li>Foda et al v. RateMDs, Inc ., California Northern District Court </li></ul>
    30. 40. OmarHa-Redeye.com

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