reputation info

services for executives

Copyright © 2011 Reputation.com, Inc.

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877-894-9737Copyright © 2011 Reputation.com, Inc.

877-720-6488

Online Reputation Risks Facing Executives & Business Professionals

On the 2011 Board of Directors Survey, 69% of directors identified reputation risk as the

most important business risk. (EisnerAmper, 2011)

76% of executives expect to be Googled, yet 22%

have never Googled themselves. (Executive

Essentials, 2010)

Over 67% of C-level executives believe we now work in a reputation-based

economy (Reputation Institute, 2011)

69%67%+ 76%



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The World Leader in ReputationOur mission is to help individuals and businesses control

their reputations and privacy online. Pioneers in the field,

Reputation.com is the leading online reputation management

firm in the world with customers in over 100 countries.

Reputation.com has developed solutions for virtually all

aspects of digital privacy control and online reputation

management across a broad spectrum of consumer

segments. We offer products for families, students,

businesspeople, doctors, dentists, lawyers, politicians,

executives, and celebrities, among others. Reputation.com

also serves businesses ranging from mom-and-pop shops to

multinational corporations and Fortune 500 companies.

Reputation.com has been featured in news outlets as diverse

as CNN, Forbes (cover story), TIME Magazine (cover story),

the New York Times Magazine (cover story), 60 Minutes,

Good Morning America, Fox News, The Dr. Phil Show,

Glamour, Das Spiegel (German), the Wall Street Journal, the

Washington Post, and WIRED, among others.

Thanks to years of R&D diligence, our enthusiastic and

satisfied customers, and a solid track record of success,

Reputation.com remains the undisputed world leader in

online reputation management.

“Those who think that their online reputations have been unfairly tarnished . . . now have a practical option: consulting a firm like Reputation.com.” New York Times Magazine, 2011

“The oldest and perhaps best-known online reputation management firm.” The Globe and Mail, 2011

“Reputation.com, one of the leading companies in the field, employs more than 100 online experts, many with Ph.D.s, who use their intimate knowledge of search-engine optimization rankings and something called prevalence algorithms to drive positive search results to the top.” TIME Magazine, 2011



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About Reputation.com• Founded in 2006, privately held

• Over 1 million users in 100+ countries

• Venture backed, over $67 million raised

• August Capital

• Kleiner Perkins Caufield & Byers

• Bessemer Venture Partners

• Jafco Ventures

• Located in Silicon Valley (Redwood City, California)

• 200+ employees

• Coined the term Online Reputation Management

• Holds patented Internet technology

• Proprietary solutions supported by an accomplished R&D team

Some of our Channel PartnersThe following organizations have partnered with us to offer our products and services to their members or customers:

• American Medical Association

• American Bar Association

• American Association for Justice

• California Association of Realtors

• Wells Fargo

• BBVA Compass

• AOL

• Direct Marketing Association

2011 WEF Technology Pioneer Award

• Awarded annually to the 30 most innovative technology companies in the world

• Recognizes businesses working to fundamentally improve society through new technologies

• Chosen from among hundreds of nominations

2011 Gartner Cool Vendor in Risk Management and Privacy Award

• Offered by the leading technology analyst firm

• Recognizes companies using innovative technologies to meet consumer needs

• Reputation.com was 1 of 5 companies recognized this year

Recent Awards



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Michael Fertik CEO and Founder

Michael Fertik founded Reputation.com in 2006

with the belief that people have the right to control

and protect their online reputation and privacy. In

addition to his work with Reputation.com, Michael

holds a position on the advisory board of The Internet

Keepsafe Coalition (iKeepSafe), a nonprofit that

works to protect the health and safety of youth online.

Michael is regarded as one of the earliest pioneers of

online reputation management and a leading expert

on issues of online privacy. He co-authored the book

Wild West 2.0 and lectures internationally, appearing

before professional and academic audiences. Michael

also advises school administrators and parent groups.

Prior to founding Reputation.com, Michael clerked for

Chief Judge Danny J. Boggs of the Sixth Circuit Court

of Appeals of the United States. He is a graduate of

Harvard College and Harvard Law School, speaks

several languages, and enjoys sailing, reading, and

running.

Owen Tripp Chief Operating Officer

Fluent in Internet search technologies, data mining,

and analytical marketing, Owen Tripp co-founded

Reputation.com in 2006 and now serves as its COO.

Responsible for the breadth of the company’s revenue

platform, his duties span sales, business development

and partnerships, corporate development, and company

operations. Prior to joining Reputation.com, Owen

created the user intelligence team at eBay, breaking

new ground in systems for identity management,

next-generation product finding, and keyword

search optimization. An alumnus of Accenture, Owen

architected large-scale operations centers in the U.S.

and the Philippines during his time with the consultancy.

Owen holds a B.A. with Honors in Spanish Literature

from Trinity College and an M.B.A. from Stanford

Graduate School of Business. Outside of the office, he

enjoys the culinary arts, wine collecting, and reading.

Brent Franson Senior Director, Advanced Client Solutions

Brent Franson manages all of Reputation.com’s

sales activities and works directly with high-profile

clients. A recognized expert in search engine

technology, Franson has also been involved in the

creation of many of the company’s key products

and technologies. Before joining Reputation.com,

Franson founded and built a successful, full-service

search engine marketing firm, with offices in Mountain

View, Denver, Philadelphia, and Bangalore. He also

conducted regular seminars and workshops on issues

related to search engine technology. Franson is the

President of the Online Reputation Management

Association, an industry group that advocates

standards for the industry.

Michael Fertik, CEO and Founder of Reputation.com, Inc.

Management team highlights



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online reputation management

What do the search results say about you or your business? ReputationDefender lets you take control.

Push up the good, push down the bad.

70% 80%+ 53%

Of employers have rejected an applicant due to information

they found online. (Microsoft, 2010)

Of reputation damage risk comes from a mismatch between the buzz

and the reality. (Digimind, 2010)

Of users do not go past the first two results for any given search.

(AOL, 2010)

80% 46% 92%

Believe online identity is now as important as “offline” personal

or professional reputation. (Intelius, 2010)

Of Internet users search online to find information about people

from their past. (Pew Statistics, 2010)

Of Internet users read product reviews and 89% of people say

that reviews influence their purchasing decisions. (e-tailing group, 2011)

Statistics on Online Reputation



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Negative search results can hurt your personal and professional life, damage your business, and give people a one-sided and inaccurate portrait of who you are and what you do.

ReputationDefender is designed to control the results that appear in a search for your name or your business name so that accurate, truthful information rises above gossip and misinformation.

We use our proprietary in-house technologies and approaches to increase the visibility of positive or neutral

content, which in turn causes a consequent decrease in visibility of unwanted or negative content.

Our techniques and expertise are unique in the industry, and our reputation management

methods are based on years of development by our veteran R&D team. We know exactly

what works and what doesn’t, and we can put this expertise into action for you.

The results are powerful: more control over your image when people search for your name, better and more

positive exposure when people search for your business, and comprehensive brand control online.

THE REPUTATIONDEFENDER PROCESS

Collect Data: We compile information about you

and your goals for use in the creation of new

content. You can upload information into our

online dashboard—it’s easy and only takes minutes.

Alternatively, we can use publicly available sources

such as your personal or business website.

Assess the online landscape: We identify existing

positive and neutral content about you to push toward

the top of your search results, based on your input.

Create new content: Our elite team of

experienced writers and editors create

professional, truthful Internet content that is

consistent with your brand and image.

Review and approve: Before publication, we give you

a chance to review the content we have created. You

can make edits or send us suggestions for revisions.

Strategic publication: Once you have given

your approval, we promote this new content

and any preexisting positive content to the

top of search results through proprietary

online reputation management techniques.

Site customization: We painstakingly adjust the

settings for all of the websites we publish to

on a case-by-case basis, in order to maximize

their ability to rank in the search results.

Staggered release: We carefully implement our

content promotion strategies over a period of weeks

to make sure that you receive optimal results in

search engines. You may see initial improvement in

your search results in as soon as two weeks after

you approve new content, but the full extent of our

work will take several months to become apparent.



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SEARCH RESULTS

Generate Customer Biographies

Publish Biographiesto Web

Generate AdditionalBiographies

WEEK 1: FIRST RESULTS

Average Timeline

The takeaway from my experience being

slandered online: Just because you’re a good

person, doesn’t mean the Web thinks so.

The company I was working for was the target

of a malicious online attack. I quickly came to

realize that my good name was at stake too. A

disgruntled customer at my former employer, a

national rental car company, created a website

with the purpose of trashing the employer and

creating a message board for employees and

customers alike to air their frustrations.

Many of the statements made were false and

perverse. The comments were primarily consisting of

employees dissing fellow employees and identifying

names, including myself. I hadn’t really considered

all the negative effects of this slander, until I began

a new job hunt. How would prospective employers

view me? With my unique name, this content

was absolutely findable! My attempts to remove

this content myself were futile and frustrating.

When I began work with Reputation.com they

really listened and designed a program that fit my

budget. Within two weeks, the misleading links were

buried in my Google Search. I am very thankful for

Reputation.com for helping me regain control over

my online reputation in advance of my job search.

– Karen F. (California)

As a small business owner, I feel that

ReputationDefender is the most important

weapon in my marketing and advertising

arsenal. It has promoted the positive content

about me and increased my online presence.

My insurance business is based on trust

and integrity. I couldn’t have launched

my new agency without your help.

– Richard W. (Small Business Owner, Louisiana)

I even checked to the tenth page of my Internet

search and the negative link was nowhere to

be found. You don’t know what a huge sigh of

relief it was to not see that link anymore.

As an executive for a global company, it’s critical

to have a clean online reputation to match my

distinguished career. Any slip on my part could

mean the loss of millions of dollars. Now whenever

someone searches for me on the Internet, I now have

greater control over what they will see. Reputation.

com has not only protected my online reputation

but it has also increased my online footprint.

– Frank S. (Ontario, Canada)

Customer Testimonials



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Screenshots

Approve/Revise Content

Analysis and Assessment

Account Overview



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What content will you create?Reputation.com creates content that is as broad

and diverse as the Internet itself, tailored to the

needs of our clients. However, for most content

creation initiatives, we begin by crafting professional,

biographical material that reflects favorably on our

clients’ backgrounds, careers, and achievements.

Our elite team of experienced writers, editors,

and Internet publication experts can customize

the tone, format, length, and specificity of this

material to suit your needs. In addition, some

ReputationDefender packages also include non-

biographical content, added later on to bolster earlier

work. This writing can take any format and touch

on any theme you desire. Clients have complete

control over all content created, with the option

to review, edit, and revise prior to publication.

Where will this content be posted?We select sites based on their ranking power (domain

authority) and their appropriateness to your niche.

Virtually any online venue appropriate to your

needs can be used. However, we never publish to

sites that don't fit the reality of who you are, and

we don't publish to sites that pose an additional

risk, such as review-based sites or forums.

Complementing these properties, we also create

specialized microsites, landing pages, blogs, and

other types of properties as required. In addition,

we constantly update our extensive database of

publication sites, or properties, to provide your

content with the greatest visibility possible.

How long does it take to see results?We usually start to see results within weeks of getting

approval from you to publish your first round of

content. Solid gains are usually seen a month or two

later. The exact timing will depend on the nature of

your situation and the package you have selected.

Is it possible to speed up the process?Larger packages with more content tend to produce

faster results. The more content we create and

publish, the faster you will see changes in your search

results. There are inherent limits to how fast we can

speed up the process of publishing content to the

Web, however, because search engine algorithms

tend to reject rushed infusions of content. Through

experience and careful analysis, we have learned the

fastest possible way to improve your image. If you are

interested in getting your content to the top of search

results as quickly and securely as possible, please

inquire about expedites, available at an additional fee.

Can I start small and upgrade to a larger package later?Of course. We believe that the best way to learn

about our services is to try them for yourself. If you

like what you see and want to expand your gains,

you can always upgrade to a larger package later.

Frequently Asked Questions?



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What constitutes success?Studies of search results show that the vast majority

of searchers focus on items near the top, with the

first three results receiving over two thirds of the

clicks. Less than 10 percent of people go to the

second page of search results for any given search.

Therefore, downward movement in the unwanted items

is considered success. Clearing the first three results is

the first goal, then the top five, and then all of Page 1.

You can track progress over time through our

comprehensive online reporting dashboard,

which shows you exactly how your search

results and online reputation have changed

since the start of the engagement.

Do you provide a guarantee?Yes, we have a 90-day, money-back guarantee

on ReputationDefender engagements.

Do you provide maintenance service?Yes, as long as your membership is active, we will

continue to monitor your search results. Depending

on your package, we may also create and publish

new content for you in each year that you renew.

Our experience teaches us that a thorough refresh of

content is required about once per year to maintain

effective search coverage; if you go longer than a

year between refreshes, you run the risk of other

content creeping into the top search positions.

How long does my membership last?Your subscription is initially for one year. After a

year, we have found that it is beneficial to build

new refresher content to maintain the strength

of your online reputation. We offer special

renewal packages to our loyal members.

Do you follow an ethical code of conduct?Yes. Reputation.com is a founding member of

ORMA, the Online Reputation Management

Association. We strictly adhere to the ORMA code

of conduct. That means that we will not create false

or misleading content, nor will we serve certain

types of individuals or organizations. If you feel

that you have a situation that may implicate the

ORMA code of conduct, please let us know.

Is the service confidential?Yes. We will not publicize our relationship. To

the public, it will simply appear that you have

very relevant and positive search results.

How much is enough?This depends on a variety of factors influencing your

search results. If you are working in a crowded field

or have a large amount of existing negative content,

you may need to start with a more aggressive

approach. The activity in the search results and the

domain strength of both positive and negative content

also play a role. We will assess your situation and

provide you with a solution tailored to your needs.

Do I get access to all the content?Yes. You can access the usernames and passwords

for all the sites where we publish information

about you from your online dashboard.

Does it work in international search engines?Absolutely. By default, we target North American

searchers who use English-language websites,

but our proprietary systems often have a spillover

effect into other markets and languages.

Increasing your visibility online with ReputationDefender can boost the success of your business, professional life, and more. Take back control of your reputation and your success with ReputationDefender.

EXPOSURE

PR

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Negative information in search results can poison your reputationMany consumers look only at the first few search results; what they see will dictate their opinion of you.!You must control these search positions.

Results 1-10 of about 283,000,000 for your company.Web Show options...Web Show options...

your company Search Advanced Search

Neutral information online neither helps nor hurts youIt can be useful as a buffer against harmful content, but you should take advantage of the opportunity to spread your positive message instead.

False negative information about you can create a self-sustaining cycleThe higher negative information appears in search results, the more likely it is tobe copied by bloggers, reporters, and the news media.!

Your homepage often appears near the top of search resultsThis is a good first step, but it is not enough.!One homepage link takes uponly 10% of the first search page, and it is not enough to control your reputation.

Neutral content includes routine news articles and news mentionsOften, a news story that mentions you in passing will rank highly for your name even though it contains very little information about you. It neither helps nor hurts your reputation.

We can also highlight existing positive or neutral contentOften, there is good information about you on the second or third page of Google.! In larger packages, we can bring this information to the forefront.

Positive content can include glowing news coverage and blogsAny site that provides a positive perspective on you can be a useful asset to controlling your reputation.!We will leverage this existing content where possible.

Often, false and malicious information is spread by competitorsFalse and salacious information often attracts attention, which can cause it to rise to the top of a search engine results page.

You may control other positive content online, such as a blogA blog or other social media presence can be a first step toward control of the first page of results, but often Google does not automatically rank your efforts highly.

We will create new positive content you controlWe will craft professionally-written truthful content that reflects highly upon you, and publish it to crucial websites around the Internet with your approval.

WWWWWee wwwiilll ccrreeeaatteee nneeewww ppooossittivvve contcontennt yyouu coonntroolWWWWee wwwill ccraaaftt pprrooffeeessssioonnaallly--wwritteen truuthfuul ccontennt tthaat rreflleccts higghly uppoon yyyoou, aaanndd ppuubbllisshhh itt ttoo crrucciaall wwwebbsitess aroounnd tthee Innternet with yyoourr appproovaal.

PROFIT

EXPOSURE



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We also have many clients who have an international

presence and would like content specifically

targeted at other languages and markets; we can

easily accommodate those goals. However, we incur

substantially higher costs for non-U.S. engagements.

Consequently, our fees for international engagements

are twice the listed price for the equivalent U.S. service.

What's the di!erence between ORM and SEO?The expertise of SEO firms does not address the

problems of online reputation management (ORM).

While an SEO firm only needs to move sites that it

controls up in the search results, Reputation.com has

to move a large number of sites we don't control, both

up and down. In order to achieve this goal, we've spent

millions on R&D, developing and testing customized

technologies and proprietary approaches. No other

company in the world offers a competing product.

It would be incredibly inefficient to utilize standard

SEO techniques to target each spot in the first page of

results in the way ORM can. The expense would be 10

times that of a regular SEO engagement, and each of

the sites in question would compete with the others,

reducing their impact collectively. ORM is a much

more nuanced approach that spreads promotional

factors between many sites in order to build the right

impression in the most cost-effective manner possible.

What is a Reputation Advisor?Your team of Reputation Advisors oversees the

progress on your account and answers any questions

you may have. You will receive the email address and

direct phone number for your team's contact person,

and you may call him or her at any time to discuss your

questions or concerns. You may also call our dedicated

ReputationDefender phone line at 877-720-6488

to reach the first available consultant.

Our Reputation Advisors are trained in online reputation

management and they are happy to share tips and

tricks that you can use yourself to help maintain and

improve your online image. And, because your team

of Reputation Advisors will oversee your project from

start to finish, you can be assured that they will be

familiar with the details of your specific situation. If

you have any questions about your progress, or how

to unlock even more powerful online reputation tools,

our team of Reputation Advisors will be here to help

you. Many clients report that access to a Reputation

Advisor alone is worth the price of membership.

Why are subscriptions one year long?Online reputation management is more like a marathon

than a sprint. Search engines use longevity of interest

to determine the importance of a particular website.

For instance, press releases typically shoot to the top

of the search results and then fall back down just as

fast, which makes sense given the short-term value of

a press release. Wikipedia articles, on the other hand,

almost always rank highly because the type of content

they provide is, by its nature, of long-term interest.

In designing an effective engagement, not only do

we need to factor in the amount of time needed to

produce the desired results, but also the amount of

time needed to convince search engines that the

desired results are relevant over the long term. This

is why we typically aim for 12-month engagements.

Search engines consider any online search trend

lasting less than one year to be short term.

After approximately 12 months, the process of

reinforcement becomes less reliant on intensive

content publication activities, due to the psychology

of online search. People click items near the top of the

search results page, increasing organic traffic to those

websites. Unwanted sites that have been pushed down

for months, contrastingly, see a corresponding drop in

traffic that reinforces their new position on lower pages.



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These are the packages recommended for your unique situation. Need something different? Contact your

Reputation Advisor and discuss whether a custom service level would be right for you. Expedited services are

often available for an additional fee. We can be reached by phone at 1-877-720-6488.

Portal Access Direct access to Web reports, tools, all content we create, and usernames and passwords for your properties.

Sentiment Analysis

Access to current and historical Web rankings, showing which of your results have gone up or down since the start of our work.

A Reputation Advisor team will monitor your account and the progress being made. You may contact a Reputation Advisor by phone or e-mail with your questions or for reputation advice.

Reputation Advisor Team

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Professional,RelevantContent

Pieces of biographical or other relevant online copy, created by a team of professional writers and editors, approved by you, and published strategically online.

Properties Highly visible third-party sites used for content publication, such as Twitter or LinkedIn. Selected for ranking strength and relevance to your niche.

One-page microsites or landing pages with a personalized URL like www.doctorjohndoe.com. Often the strongest Web properties we maintain.

Direct Sites

Defender $5,000

Defender$7,500

Defender $10,000

40

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Link Reinforcement

Powerful visibility optimization techniques, designed to promote networks of similar content such as the content and properties we create.

Third-Party Promotion

Visibility optimization of pre-existing content of your choice, such as your company website or a favorable news article.

Customization of properties to maximize ranking effectiveness and enhance their relevance to your niche.

Profile OptimizerP

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Monthly progress reports showing the improvement in your reputation, starting after the beginning of new content publication.

Progress Reports 10 10 10

WebsiteUpdates

Refreshing and revitalizing your Web properties in order to maximize their promotional potential once they have been online for a few months.

20 20 30

15

40

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25

50

10

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available packages

© reputation.com 2011

MyPrivacy finds your personally identifiable information and wipes it off the web

The Global Do-Not-Call List

One of the most comprehensive digital privacy solutions available anywhere, MyPrivacy lets you control where and how your personal information appears online. You also get greater control over which advertising networks track your online activity.

Through an exclusive partnership with the DMA, MyPrivacy also enables you to eliminate up to 90% of the direct mail that you receive at home.

MyPrivacy is one of the most thorough and easy-to-use privacy management solutions available anywhere.

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reputation info

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online reputation risks

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