online reputation management - semne march 2009
DESCRIPTION
An introduction to online reputation management from Rhea Drysdale of OutspokenMedia.com. Presented on March 18, 2009 at SEMNE. Covers the basic concept, tools, techniques and important lessons. Simple thoughts throughout, the meat came from speaking, so contact me if you have any questions or need help. rhea ( @ ) outspokenmedia.com :)TRANSCRIPT
When you need to be heard
e: [email protected] t: @outspokenmedia
ONLINE REPUTATION MANAGEMENT
Rhea DrysdaleCo-founder & COO
OutspokenMedia.com
When you need to be heard
e: [email protected] t: @outspokenmedia
PERSONAL
Your name
Nicknames
Usernames
Keywords
When you need to be heard
e: [email protected] t: @outspokenmedia
CORPORATE
Company name
Brands
Employees
Keywords
When you need to be heard
e: [email protected] t: @outspokenmedia
METRICS
Rankings
Mentions
Sentiment
Questions fulfilled
Conversions
When you need to be heard
e: [email protected] t: @outspokenmedia
MONITOR
Google (baseline)
Google Alerts
Search.Twitter
Backtype
Backtrack
Social Mention
OMGILI
Technorati searches
Q&A Searches
When you need to be heard
e: [email protected] t: @outspokenmedia
MONITOR
Reputation Defender - $
Trackur - $$
Distilled.co.uk - $$
Radian 6 - $$$
When you need to be heard
e: [email protected] t: @outspokenmedia
MANAGE
CheckUserNames.com
OpenID / ClaimID
E-mail ;)
34 Reputation Management Tools
http://www.ducttapemarketing.com/blog/2008/03/03/34-on
line-reputation-management-tools/
When you need to be heard
e: [email protected] t: @outspokenmedia
TRACK
DIY - How to Build a ORM Dashboard:http://www.aimclearblog.com/2009/03/16/how-to-build-a-reputation-monitoring-dashboard/
A kickass company ;)
When you need to be heard
e: [email protected] t: @outspokenmedia
1. ANALYZE
ORM audit:
Screenshot SERPs
Collect everything
Assign sentiment
When you need to be heard
e: [email protected] t: @outspokenmedia
2. PLAN
Prioritize importance
Assign actions No response Private response Public response Company statement Company action SERP manipulation Legal action Unconventional methods
When you need to be heard
e: [email protected] t: @outspokenmedia
3. IMPLEMENT
Basic tactics
wait…
Advanced tactics
When you need to be heard
e: [email protected] t: @outspokenmedia
MORE PROFILES
SpokeClassmates
ReunionBrightKiteMyBlogLog
MeetUpAmazon
BizJournalsJigSaw
BusinessWeekYelp
BlogCatalogYahoo ProfilesGoogle Pages
PlaxoNetVibes
WinkZiggs
When you need to be heard
e: [email protected] t: @outspokenmedia
OTHER OPTIONS
Speaker bios
Guest author profiles
Interviews
Subdomains
Charitable donations
Personal blog(s)
Company bios
When you need to be heard
e: [email protected] t: @outspokenmedia
BASICS TACTICS
Comments: link to you
Be consistent with your name
Don’t link to company (unless you)
Accessible & accurate contact info
Keep personal/sensitive data private
Own your content
Promote your content
Increase back links to you
When you need to be heard
e: [email protected] t: @outspokenmedia
ADVANCED TACTICS
Create an exit strategy
Disable back links to company profiles
Contact site owners
Copyright your content
Link building strategy
Social media strategy
Monitor escalation
Set rules of engagement
Own negatives, e.g. “[name] sucks”
Get creative.
When you need to be heard
e: [email protected] t: @outspokenmedia
ETHICS OF ORM
Fake reviews?
#8 for “Belkin”
When you need to be heard
e: [email protected] t: @outspokenmedia
ETHICS OF ORM
Pay-per-post?
#3 Google Japan:
When you need to be heard
e: [email protected] t: @outspokenmedia
ETHICS OF ORM
Paid linkREMOVAL?!
#1 Cash 4 Gold:
When you need to be heard
e: [email protected] t: @outspokenmedia
RESOURCES
“Radically Transparent” by Andy Beal
“The 18 Immutable Laws of Corporate Reputation” by Ronald J. Alsop
OutspokenMedia.com/blog/
When you need to be heard
e: [email protected] t: @outspokenmedia
THANK YOU
Need help, training, a [email protected]
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Follow us on Twitter:@outspokenmedia @rhea @lisabarone @sugarrae