Online Reputation Management


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Presentation by Toni R. Crisolli during Seminar organized by European Liberal Forum (ELF), sponsored by European Parliament, in Croatia, 2011.

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  • Wenn Google löscht, ist das Hauptproblem gelöst - die prominente Platzierung der Verunglimpfung. Verschwunden ist die Schmähung aber nicht, sie hat ihren festen Platz irgendwo im Internet. "Das Löschen, Vergessen aber auch Verzeihen gehören schon längst nicht mehr zum Grundvokabular des digitalen Zeitalters", sagt Hendrik Speck.
  • Online Reputation Management

    1. 1. Online Reputation Management and Branding<br />Do I really have to care?<br />Moderator: Toni Richard Crisolli FNSt Western Balkans Project<br />
    2. 2. Online Reputation Management<br />The digital times we live in<br />The Digital Dark Ages<br />„We can not just remove results, because someone claims that the information is wrong. We can not know if that is really so!“<br />Arnd Haller, Head of Legal Department North- and Central Europe Google<br />
    3. 3. Online Reputation Management is:<br />- a process of searching for and managing the public perception of a `brand` and its services online.<br /> 2. - a field that encompasses public relations <br /> and search engine optimization (SEO).<br />
    4. 4. Online Reputation Management<br />Why is it important for you or your `brand`?<br />If you don’t control your<br />brands`s reputation,<br />online and offline,<br />someone else might!!!<br />
    5. 5. Online Reputation Management<br />Why is it important for you or your `brand`?<br /><ul><li>Search engines and social channels play a central role in building one’s identity online
    6. 6. 50% of Croatians are online already
    7. 7. search engines and social channels are more trusted than ever before
    8. 8. ORM influencespublic perception
    9. 9. ORM affects target groups` decisionmaking (support, votes, sales!)</li></li></ul><li>Online Reputation Management<br />Problems<br />The Potential Problem<br />If you find that you have a number of search results ranking for your brand that aren’t about you (especially in the top 10).<br />The Not-So-Obvious Problem<br />If there are a number of search results that are about you, but they’re indifferent. How many of those results are within your control?<br />
    10. 10. Online Reputation Management<br />Problems<br />The Obvious Problem<br />The results are not under your control and damage your public reputation. Competitors actively follows you around leaving negative comments, flooding the zonewith negative and discrediting material. <br />
    11. 11. Online Reputation Management<br />The Unwritten Laws of Reputation Management<br />Law #1 – Everyone has an online reputation<br />In 2011, you should make sure that what’s found in Google, Facebook, Twitter et al is something you’d be equally comfortable showing your mom or your boss!<br />Law #2 – Your reputation is an extension of your character<br />“Character is like a tree and reputation like its shadow. The shadow is what we think of it; the tree is the real thing.”, Abe Lincolm<br />Law #3 – Every reputation has an Achilles heel<br />Recognize and acknowledge your weaknesses, before your customers, you can craft a response before the public outcry. Toyota<br />
    12. 12. Online Reputation Management<br />The Unwritten Laws of Reputation Management<br />Law #4 – Listen twice, act once<br />Fix the problem, but make sure you fix the underlying issue that created the problem in the first place! <br />Law #5 – A crowd is louder than a solitary voice<br />Your choice in 2011 is to determine whether you want that crowd to be a choir or a lynch mob?<br />Law #6 – If you build it, they will come<br />If you build an official, company supported social network, then your customers will know exactly where to head, should they have a question or complaint.<br />
    13. 13. Online Reputation Management<br />The Unwritten Laws of Reputation Management<br />Law #7 – If you don’t build it, they will<br />If you don’t have an official presence then you are leaving these dissatisfied audience to define your reputation for you!<br />Law #8 – Your reputation WILL come under attack<br />Oxford Metrica warns that during the next five years, 83 percent of companies will face a crisis that will negatively impact its share price by 20 to 30 percent. (BP)<br />Law #9 – Being stubborn is more expensive than saying “sorry”<br />It would have cost you $1,200 to fix Dave Carroll’s guitar, United Airlines. <br />
    14. 14. Online Reputation Management<br />Dave Carroll’s guitar<br />
    15. 15. Online Reputation Management<br />The Unwritten Laws of Reputation Management<br />Law #10 – Three strikes and you’re …<br />Fool me once, shame on you; fool me twice, shame on me. Fool me a third time and you may as well kiss your reputation goodbye. Companies rarely re-brand when they have a great reputation! <br />Law #11 – The laws of reputation management will change<br />
    16. 16. Online Reputation Management<br />So, what shall I track?<br /><ul><li>Anything and everything related to your organization or product
    17. 17. All `brands`, names, and trademarks
    18. 18. All campaigns and actions
    19. 19. Key-figures of your organization
    20. 20. News in your line of work
    21. 21. Everything related to your competition</li></li></ul><li>Online Reputation Management<br />The Strategies<br />Pro-active Methods<br /><ul><li>Create a presence, everywhere
    22. 22. Link content to your hub
    23. 23. Protect your name on social net
    24. 24. Be (in) the news
    25. 25. Initiate a buzz
    26. 26. Engagethe newsmakers (traditional & social)</li></li></ul><li>Online Reputation Management<br />The Strategies<br />Reactive Methods<br /><ul><li>request for review update
    27. 27. correct the language
    28. 28. address the issue
    29. 29. bury brigade (SEM), Flooding
    30. 30. engage lawyers and private eyes</li></li></ul><li>Online Reputation Management<br />Bad ideas for leaving a good impression<br />
    31. 31. Online Reputation Management<br />Bad ideas for leaving a good impression<br />
    32. 32. Online Reputation Management<br />Bad ideas for leaving a good impression<br />
    33. 33. Online Reputation Management<br />A few simple tips to manage your online reputation 1/3<br />You Are Your Network – ORM starts at home<br />(Example: MI6, John Sawers, July 2009)<br />If You Can’t delete, compete<br /> (Ask to delete, first, but be prepared for an offensive)<br />
    34. 34. Online Reputation Management<br />A few simple tips to manage your online reputation 2/3<br />Take some time to create a profile on relevant social networks<br />Grab your brand name in as many of the !!!BIGGEST!!! social networks as you can (,<br />Own your .com and .net along with hyphenated versions of your brand sites<br />
    35. 35. Online Reputation Management<br />A few simple tips to manage your online reputation 3/3<br />6. Link to and promote content that you want to rise to the top (create traffic)<br />7. Use Google services liberally<br />8. Do not respond to negative results on sites that are against you - opinion sites<br />9. Focus on the things that matter for you<br />
    36. 36. Online Reputation Management<br />Common mistakes made in ORM 1/2<br />Ignoring what people are saying about you online<br />Trying to respond to every criticism – only when it makes sense<br />Astroturfing – fake comments are a boomerang<br />Treating all feedback the same – concentrate on the right people<br />Being disrespectful – don`t start a rebellion<br />
    37. 37. Online Reputation Management<br />Common mistakes made in ORM 2/2<br />Making threats – check No. 5<br />Not knowing when to agree to disagree – take the high road<br />Focusing only on the negative – stress the positive effects<br />Treating 'online reputation' as distinct from 'offline reputation‘<br />Forgetting that respect and trust is earned<br />
    38. 38. Online Reputation Management<br />Dealing with Haters 1/2<br />It doesn’t matter how many people don’t get it. What matters is how many people do.<br />10% of people will find a way to take anything personally. Expect it.<br />3. “Trying to get everyone to like you is a sign of mediocrity.” (Colin Powell)<br />4. “If you are really effective at what you do, 95% of the things said about you will be negative.” (Scott Boras)<br />
    39. 39. Online Reputation Management<br />Dealing with Haters 2/2<br />5. “If you want to improve, be content to be thought foolish and stupid.” (Epictetus)<br />6. “Living well is the best revenge.” <br />(George Herbert)<br />4. Keep calm and carry on. (WWII)<br />Focus on impact, not approval. <br />
    40. 40. Online Reputation Management<br />The advise always is<br />Don’t ask “how can we improveour brand`s reputation?“<br />Instead ask, “howdo we builda betterproduct / service / solution / vision?”<br />When you put the effort into building a better brand, the improved reputation will follow.<br />
    41. 41. Online Reputation Management<br />Essential tools<br />Addict-o-matic(<br /> Enter your name into the site, and you'll see the latest mentions arranged in boxes from sites such as Bing, Google Blog Search, Twitter, YouTube, Digg, Flickr, FriendFeed, Bloglinks and more.<br />SocialMention (<br /> It is a social media search and analysis platform that aggregates and streams user-generated content. It allows you to track and measure what people are saying about you, your company, a new product, etc., in real time<br />KnowThem (<br /> Search over 350 popular social media networks to instantly secure your brand across the social web.<br />
    42. 42. Online Reputation Management<br />Essential tools<br />4. Technorati(<br />Technorati is a search engine for blogs. You have two options for search: You can search mentions of someone's name in blogs and you can search blogs belonging to that specific person. Other sites to search blogs: BlogPulse and BackType.<br />5. Tweetbeep(<br />TweetBeep is like Google Alerts for Twitter. The site e-mails you when someone tweets your name, company or product (you can also track who's tweeting your website or blog, even if they've used a shortened URL like or Also try Twitter Search.<br />6. Yasni(<br />Yasni is a people search engine that provides an overview of someone's associated networks, including contacts, pictures and other publicly available information. In searching for a name, Yasni will aggregate mentions from sites including LinkedIn, Google, Amazon, Technorati and more.<br />
    43. 43. Online Reputation Management<br />Essential tools<br />7.Google Trends<br />
    44. 44. Online Reputation Management<br />Networks you need to know<br />LinkedIn is representing 150 industries around the world, LinkedIn is a fast-growing professional networking site that allows members to create business contacts, search for jobs, and find potential clients. Individuals have the ability to create their own professional profile that can be viewed by others in their network, and also view the profiles of their own contacts. <br />
    45. 45. Online Reputation Management<br />Networks you need to know<br />Twitter is a microblogger. It allows users to post text updates via SMS, instant messaging, email, Twitter’s website and third party applications. Users have their own profile page that displays their latest updates. In addition, users can become “friends” with one another, or simply be a “follower.” Other than reading another person’s profile page, a user can also receive others’ updates through text messages, RSS or third party applications.<br />
    46. 46. Online Reputation Management<br />Networks you need to know<br />YouTube was founded in 2005 by Chad Hurley, Steve Chen and Jawed Karim, who were all early employees of PayPal. YouTube is the leader in online video, sharing original videos worldwide through a Web experience. YouTube allows people to easily upload and share video clips across the Internet through websites, mobile devices, blogs, and email.<br />
    47. 47. Online Reputation Management<br />Networks you need to know<br />Total Registered Users: 100 Million<br />Global Monthly Unique Visitors: 16 million<br />Daily Users: 3.5 million<br />Monthly Page Views: 7 billion<br />Total Monthly Minutes: 796 Million – #3<br />New friend connections made everyday: 10 million<br />New daily registrants: 75,000 – 100,000<br />91% of mobile users do social networking, more than desktop user!!! <br />
    48. 48. Online Reputation Management<br />Best practice example<br />“Will it blend?”<br />BlendTec<br />
    49. 49. Online Reputation Management<br />Thank you!<br />