Battle of the brands online

Claire Savage

Speaker contact

Google+ +ClaireSavageUK

Twitter ClaireSavageUK

LinkedIn clairesavage

Marketing tutor for Oxford College of Marketing & Head of Marketing for Kier Ltd

Previously Digital Marketing Manager for QinetiQ

Overview

• Why should you protect your brand and

company executives online?

• Examples

• How to protect your brand and company

executives online

• Houston – we have a problem

• There is help out there! – who the players

are

Why protect your brand and executives

Why?

• PR

• Employee engagement

• Share price

• Investors

• Key stakeholders

• Google never forgets

Source for quote : http://www.ft.com/cms/s/0/9179e226-7488-11e3-9125-

00144feabdc0.html#axzz34o8OUFgC

“Increasing information-

gathering in financially

relevant information on

Google and Wikipedia is

linked with subsequent

stock market losses.”

Source: FT.com

Employee engagement

Investors/shareholders - Proven link

• Increased visits to the Wikipedia page

about a company were associated with

subsequent falls in price. And search

activity on Google was powerful as a

gauge of sentiment.

• Source: http://www.ft.com/cms/s/0/9179e226-7488-11e3-9125-

00144feabdc0.html#axzz34o8OUFgC

Examples

Examples – not thinking about the content implications

Examples – bad taste and associated parties

Examples – CEO & social media

Examples – timing & awareness

How to protect your brand and executives

Simple steps

• Process and policy

• Training – for all

• Process for access to accounts

• Account set up

• Security – social engineering and basic

protection

• Crisis and contingency planning

Houston – we have a problem

Houston- we have a problem

Legal HR

SEO IT

Comms

Marketing role – SEO and comms

• Keyword analysis on high ranking sites

• Content strategy on keywords

• Ownership of social media accounts – including variations

• QDF – Query deserves freshness

• Keyword rich & high ranking domains and social media accounts

• Monitoring

• Dummy personas

• Influencing forums/sites

There is help out there

• Legal expertise

Shillings - Vigilante bespoke

• Reputation management

companies – Igniyte

• SEO agencies

• Cyber consultancy - QinetiQ

Thank you

Any questions?