The Online Reputation Management Landscape

1,441 views

Published on

Why is ORM growing in popularity for search marketers? This keynote will look at how technical changes from the search engines and the proliferation of social media have led to a booming ORM industry. We’ll also review the tools and services available to both agencies and in-house professionals that can help combat threats to a brand’s most valuable asset.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,441
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
25
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The Online Reputation Management Landscape

  1. 1. THE ONLINE REPUTATION MANAGEMENT LANDSCAPE Search Exchange 2010 Rhea Drysdale Outspoken Media @rhea
  2. 4. BP p.l.c. 6 Month Common Stock
  3. 5. Goldman Sachs
  4. 6. Toyota
  5. 9. WHAT IS THE VALUE OF A BRAND? Source: http://www.flickr.com/photos/sybot/
  6. 10. Intangible assets can make up to 70% of a company’s market capitalization <ul><li>Source: The Intangible Revolution Report, 2006 </li></ul>
  7. 11. Search Engine Changes <ul><li>Universal search </li></ul><ul><li>Personalized search </li></ul><ul><li>Real-time search </li></ul><ul><li>Suggested searches </li></ul><ul><li>Google’s One Box </li></ul><ul><li>Yahoo! Answers </li></ul><ul><li>Google left hand navigation </li></ul>
  8. 12. Growth of Social Media
  9. 13. WHAT DOES THE FUTURE HOLD?
  10. 14. PRIVACY CONCERNS
  11. 15. PERMANENT RECORD
  12. 16. EXTORTION CONSUMER REVIEW SITES
  13. 17. CUSTOMERS EXPECT YOU TO LISTEN
  14. 18. MORE OFF-SITE FOCUS <ul><li>Sub-domains </li></ul><ul><li>Micro sites </li></ul><ul><li>ORM sites </li></ul><ul><li>Social profiles </li></ul><ul><li>Corporate profiles </li></ul><ul><li>Employee profiles </li></ul><ul><li>Customer service sites </li></ul><ul><li>Local results </li></ul><ul><li>Digital assets </li></ul><ul><li>Mobile apps </li></ul>
  15. 19. SPREAD OF MISINFORMATION
  16. 20. OUTSPOKEN COMMUNITIES
  17. 21. Brands are no longer just information distributors.
  18. 22. Greatest Business Risks Source: EIU, 2005 <ul><li>52% Reputation risk </li></ul><ul><li>41% Regulatory risk </li></ul><ul><li>41% Human capital risk </li></ul><ul><li>35% IT network risk </li></ul><ul><li>32% Market risk </li></ul><ul><li>29% Credit risk </li></ul><ul><li>22% Country risk </li></ul><ul><li>21% Financing risk </li></ul><ul><li>19% Terrorism </li></ul><ul><li>18% Foreign exchange risk </li></ul><ul><li>18% Natural hazard risk </li></ul><ul><li>18% Political risk </li></ul><ul><li>15% Crime </li></ul>
  19. 23. “ When recovery is properly managed, approximately 3 1/2 years are required for a company to rebuild its damaged reputation.” <ul><li>Source: Safeguarding Reputation Survey , 2007 </li></ul>
  20. 24. REPUTATION MONITORING
  21. 25. ORM TOOLS <ul><li>FREE - Google Alerts, WhosTalkin, Backtweets, Boardreader, Social Mention </li></ul><ul><li>$ - Trackur, Reputation Monitor from Distilled </li></ul><ul><li>$$ - Scout Labs, Synthesio </li></ul><ul><li>$$$$ - Radian 6, Visible Technologies </li></ul>
  22. 26. The Pitfalls of Monitoring Tools <ul><li>Cost </li></ul><ul><li>Time to setup </li></ul><ul><li>Natural language processing </li></ul><ul><li>Sentiment analysis </li></ul>
  23. 27. REPUTATION MANAGEMENT
  24. 28. BUY YOUR BRAND <ul><li>Brand.com </li></ul><ul><li>Product.com </li></ul><ul><li>BrandSucks.com </li></ul><ul><li>ProductSucks.com </li></ul><ul><li>BrandShouldDieinHell.com </li></ul>
  25. 29. PROTECT YOUR BRAND
  26. 30. REPUTATION RECOVERY
  27. 31. What do you have time for?
  28. 32. Stop hurting yourself.
  29. 33. Be accessible… … and responsive.
  30. 34. Bring the fight to YOU.
  31. 35. When do we say no? <ul><li>Liars. Liars. LIARS! </li></ul><ul><li>Problem isn’t fixed. </li></ul><ul><li>No tools to work with. </li></ul>
  32. 36. GET THE ORM GUIDE <ul><li>outspokenmedia.com/guides/orm-guide/ </li></ul>
  33. 37. THANK YOU <ul><li>Contact us: </li></ul><ul><li>[email_address] </li></ul><ul><li>Follow us: </li></ul><ul><li>@ outspokenmedia </li></ul>

×