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Online Reputation Management: What is it, and How to Repair it [Presentation]

What is Online Reputation Management and Why It's Important.
Your online reputation can be damaged in many ways. What happens when this happens? It is possible to repair an online reputation, including some real-world examples, by Recover Reputation's Steven W. Giovinco.

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Online Reputation Management: What is it, and How to Repair it [Presentation]

  1. 1. Online Reputation Management • What is it • Why it matters • How to repair it
  2. 2. Online Reputation Management • Topics Covered – What is Online Reputation Management? – How Your Online Reputation Can be Damaged – What Happens When Your Reputation is Ruined – How To Repair Your Online Reputation
  3. 3. What is Online Reputation Management? • Pre-internet – Brands, people and companies could control what was said about them.
  4. 4. What is Online Reputation Management? • Times have changed. Images courtesy by PhotKing ♛Image courtesy by Mike Licht, from Flickr But times have changed
  5. 5. What is Online Reputation Management? • Now – The Internet is the new first impression. – Clients “Google” you when speaking on the phone. – Anyone can say anything, and it shows up online. – People don’t ask for references anymore, they search Google.
  6. 6. • Top search engines… Image courtesy by Danard Vincente Top search engines…
  7. 7. What is Online Reputation Management? • 84% say online reviews influence purchasing," Opinion Research Corporation (Opinion Research Corporation) • 77% of executive recruiters use search engines to research applicants. • 35% have eliminated candidates based on the information they found. (ExecuNet) • 83% of companies will face a crisis that negatively impacts their share price between 20 and 30%, during the next five years. (Oxford-Metrica)
  8. 8. But ONE negative post can ruin your business. What is Online Reputation Management?
  9. 9. What is Online Reputation Management? • Anything about you or your business online • What people say about you • What other sites say about you • How you respond
  10. 10. What is Online Reputation Management?
  11. 11. • What Makes up Your Online Reputation – Your web site – Your personal or business blogs – Comments about you from sites or blogs – Comments you write – Social media chatter What is Online Reputation Management?
  12. 12. What is Online Reputation Management?
  13. 13. How Your Online Reputation Can be Damaged
  14. 14. Image courtesy by DeclanTM How Your Online Reputation Can be Damaged ● Negative, misleading, inaccurate and damaging content
  15. 15. Image courtesy by chellseeyy How Your Online Reputation Can be Damaged ● Rumors, lies, or other hurtful material shows up in your search results
  16. 16. Image courtesy by Dirk Vorderstraße How Your Online Reputation Can be Damaged ● Harmful reviews or anonymous posts from troublesome sites
  17. 17. How Your Online Reputation Can be Damaged • Review sites – Yelp reviews – Yahoo reviews – Google+ reviews
  18. 18. How Your Online Reputation Can be Damaged • Complaint sites – Scam.com – Ripoff Report.com – Complains Board.com – Pissed Consumer.com
  19. 19. How Your Online Reputation Can be Damaged • Industry Specific Sites – Lawyers.com (Law) – Avvo.com (Medical) – Others
  20. 20. A negative reputation can last forever Image courtesy by hal
  21. 21. What Happens When Your Online Reputation Is Ruined Before
  22. 22. What Happens When Your Online Reputation Is Ruined After
  23. 23. What Happens When Your Online Reputation Is Ruined • If a negative item shows up on the first page of Google: – Clients stop calling – Prospects or leads decrease – Sales decline – Company folds
  24. 24. How NOT to Repair Your Online Reputation • DON’T write your own reviews, even under a different name. • DON’T engage in a flame war or respond to a blog comment, especially using harsh or unprofessional language
  25. 25. How NOT to Repair Your Online Reputation • DON’T defame or write critical posts • DON’T ask an intern, your nephew or friends to help with social media responses unless they are professionals or are very experienced • DON’T use shortcuts such as “link farms”
  26. 26. How NOT to Repair Your Online Reputation • What if something negative shows up? – Remain calm – You might feel violated, angry – Review the issue – Create strategy on how to move forward – Repair your online reputation
  27. 27. How to Repair Your Online Reputation • How to Repair Your Online Reputation – Search Engine Optimization – Social Media – Content Creation
  28. 28. How to Repair Your Online Reputation
  29. 29. How to Repair Your Online Reputation • Goals – Try to Remove Negative Reports – Push negative link off first page of Google – Add good information about you
  30. 30. How to Repair Your Online Reputation • Try to Remove Negative Reports – Once something is online, it is extremely difficult or almost impossible to delete – You might be lucky and get it removed – Note that many sites often ignore removal requests, such as RipoffReport.com-even though the posts can seem libelous
  31. 31. How to Repair Your Online Reputation Search Engine Optimization Image courtesy of SEOPlanter
  32. 32. How to Repair Your Online Reputation • Why do we care about SEO? – Optimize your websites to get found by Google – Generates more traffic – Helps in focusing on good content
  33. 33. How to Repair Your Online Reputation • Finding good search terms is crucial – Determine how people search for you – Must be attainable – Based on research – Be specific • “litigation lawyer NYC” is better than “lawyer”
  34. 34. How to Repair Your Online Reputation • How to Use Key Search Terms – Integrate into web page text – Add “behind the scenes” in code on site – Add to other sites such as blogs and Twitter bios, etc.
  35. 35. How to Repair Your Online Reputation • Generating good organic site traffic is important
  36. 36. How to Repair Your Online Reputation Social Media – Which to pick? Image courtesy of ickrate
  37. 37. How to Repair Your Online Reputation • Social Media – Know your audience – Pick just a few – Remember: goal is to generate good information Image courtesy of mkhmarketing
  38. 38. How to Repair Your Online Reputation • Social Media – Twitter • Get key Followers • Tweet good content several times daily Image courtesy of mkhmarketing
  39. 39. How to Repair Your Online Reputation • Social Media – LinkedIn • Join several good Groups • Add comments and connections daily
  40. 40. How to Repair Your Online Reputation • Social Media – Facebook • Add images, videos • Post several comments daily Image courtesy of Robert S. Donovan
  41. 41. How to Repair Your Online Reputation • Social Media – Pinterest • Post images daily in Boards • Follow others Image courtesy of Highways Agency
  42. 42. How to Repair Your Online Reputation • Social Media – Google+ • Join Circles • Post frequently
  43. 43. How to Repair Your Online Reputation • Find industry-specific sites – Join discussions – Be active – Add content, images
  44. 44. How to Repair Your Online Reputation Content creation Image courtesy of William Brawley
  45. 45. How to Repair Your Online Reputation • Content Creation – The best way to fix your online reputation is to write good information – Post frequently – Flood the internet with quality content will eventually push the negative element off the first page – Videos, photos more important
  46. 46. How to Repair Your Online Reputation • Content Creation – Business Websites Image courtesy of Tulane Public Relations
  47. 47. How to Repair Your Online Reputation • Content Creation – Business Blogs Image courtesy of Search Engine People Blog
  48. 48. How to Repair Your Online Reputation • Content Creation – Personal Web Sites Image courtesy of Robert Bejil
  49. 49. How to Repair Your Online Reputation • Content Creation – Personal Blogs Image courtesy of Hey Paul Studios
  50. 50. How to Repair Your Online Reputation • Content Creation – YouTube Videos – Articles – Presentations – White papers – News Releases Image courtesy of Maria Reyes-McDavis
  51. 51. How to Repair Your Online Reputation • How long will it take? – It depends on how bad the negative item is – How popular it is or how many hits it gets – Your existing online presence and the effort you put into fixing your online – Average project takes six months
  52. 52. How to Repair Your Online Reputation • Conclusion – Remain Calm – Don’t take it personally – Learn, and move on – Continue to add good content
  53. 53. About Recover Reputation • Boutique online reputation firm • Focused on professionals • 20+ years IT, writing experience • Personal, hands-on approach Steven W. Giovinco, Owner Recover Reputation
  54. 54. Recover Reputation • Questions for Steven W. Giovinco? • Connect! • Call 347-421-7598 • Email steve@recoverreputation.com

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  • TaraJohnson5

    Jul. 13, 2017
  • onlinereputationrepair

    Dec. 1, 2017

What is Online Reputation Management and Why It's Important. Your online reputation can be damaged in many ways. What happens when this happens? It is possible to repair an online reputation, including some real-world examples, by Recover Reputation's Steven W. Giovinco.

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