Controlling The Noise


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Presentation given at SphinnCon Israel about reputation management.

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  • what she called his "improper behavior" at home. Vice Principal Lindy Matsko allegedly cited as evidence a photograph taken with the computer's webcam that had been activated in Blake's bedroom. Robbins claims that the Matsko accused him of selling drugs when she saw him holding up what she believed to be pills. The 15-year-old says he was simply holding his favorite candy, "Mike And Ikes," which are small oblong, chewy jelly beans.
  • Controlling The Noise

    1. 1. Controlling The Noise
    2. 2. Who Am I? <ul><li>Shira Abel </li></ul><ul><li>Business Development & Marketing </li></ul><ul><li>Abel Communications </li></ul><ul><li>@shiraabel </li></ul>
    3. 3. Companies Make Mistakes @ shira abel
    4. 4. #1 Search Suggestion = Google Buzz Lawsuit @ shira abel
    5. 5. #2 Result – Toyota Recall @ shira abel
    6. 6. In the Top 10 Results – Feb 18 th @ shira abel
    7. 7. Background <ul><li>Actual incident: November 2009 </li></ul><ul><li>Lower Merion School District </li></ul><ul><li>Apple laptops given to students </li></ul><ul><li>Asst. Principal disciplined student for actions done in the home </li></ul><ul><li>Parents were not clearly informed that the spy camera could be activated remotely </li></ul><ul><li>No consent was given </li></ul>@ shira abel
    8. 8. On Drudge Report @ shira abel
    9. 9. Front Page of Google News @ shira abel
    10. 10. Twitter Results – Active Chatter @ shira abel
    11. 11. 1 st Result Feb. 25 th @ shira abel
    12. 12. Lower Merion’s Reaction <ul><li>A Press release </li></ul><ul><ul><li>Software installed </li></ul></ul><ul><ul><li>Apologized for not informing parents </li></ul></ul><ul><ul><li>“ Spy” software activated 42 times </li></ul></ul><ul><ul><li>Denied watching student </li></ul></ul><ul><ul><li>Only activated when laptops were stolen </li></ul></ul><ul><li>Silence </li></ul>@ shira abel
    13. 13. Reaction Help SERPs? <ul><li>NOPE! </li></ul><ul><ul><li>Media focus: 42 times cameras were activated </li></ul></ul><ul><li>Blake Robbins media team is using social media to support their SEO </li></ul><ul><ul><li>Video interviews (YouTube, Vimeo) </li></ul></ul><ul><ul><ul><li>Search on YouTube: IT staffer from Lower Merion talking about the spy software before this happened </li></ul></ul></ul><ul><ul><li>Interviews to news agencies = Articles = Links & higher results </li></ul></ul><ul><ul><li>Interesting story increases Twitter chatter </li></ul></ul>@ shira abel
    14. 14. Should Have Done <ul><li>Incident happened in November 2009 </li></ul><ul><li>Information out now because of Blake Robbins </li></ul><ul><ul><li>The team that breaks the story typically controls the story </li></ul></ul><ul><li>School should have been pro-active and broke the story first </li></ul><ul><ul><li>Gone to the news and told story </li></ul></ul><ul><ul><li>Admitted guilt and apologized </li></ul></ul><ul><ul><li>TV news interviews </li></ul></ul><ul><ul><li>Made a lot of noise </li></ul></ul>@ shira abel
    15. 15. But They Didn’t Do That… <ul><li>Lower Merion should give as much information as possible </li></ul><ul><ul><li>News interviews </li></ul></ul><ul><ul><li>Blogger outreach </li></ul></ul><ul><ul><li>Twitter stream with more information </li></ul></ul><ul><li>Complete transparency – sooner they do the quicker the ordeal will be over </li></ul><ul><li>More information = more noise coming from their side = better SERPs </li></ul><ul><li>Change policy and publish clear policy </li></ul>@ shira abel
    16. 16. Buy The Gear  @ shira abel
    17. 17. Opps @ shira abel
    18. 18. Look at it as an Opportunity <ul><li>Companies / Individuals are often judged by how they handle when they are wrong </li></ul><ul><li>Opportunity to pleasantly surprise and earn loyalty </li></ul><ul><li>More information given = more links = higher SERPs </li></ul><ul><li>Control Your Noise </li></ul>@ shira abel
    19. 19. <ul><li>THANK YOU! </li></ul>@ shira abel
    20. 20. References <ul><li>Lower Merion School District sued for cyber spying on students </li></ul><ul><li>Two tech workers sidelined in Web-cam case </li></ul>