the online reputation management landscape
DESCRIPTION
Why is ORM growing in popularity for search marketers? This keynote will look at how technical changes from the search engines and the proliferation of social media have led to a booming ORM industry. We’ll also review the tools and services available to both agencies and in-house professionals that can help combat threats to a brand’s most valuable asset.TRANSCRIPT
THE ONLINE REPUTATION MANAGEMENT LANDSCAPE
Search Exchange 2010
Rhea DrysdaleOutspoken Media
@rhea
BP p.l.c. 6 Month Common Stock
Goldman Sachs
Toyota
WHAT IS THE VALUE OF A BRAND?
Source: http://www.flickr.com/photos/sybot/
Intangible assets can make
up to 70% of a company’s market capitalization
Source: The Intangible Revolution Report, 2006
Search Engine Changes
• Universal search
• Personalized search
• Real-time search
• Suggested searches
• Google’s One Box
• Yahoo! Answers
• Google left hand
navigation
Growth of Social Media
WHAT DOES THE FUTURE HOLD?
PRIVACY CONCERNS
PERMANENT RECORD
EXTORTION CONSUMER REVIEW SITES
CUSTOMERS EXPECT YOU TO LISTEN
MORE OFF-SITE FOCUSSub-domains
Micro sites
ORM sites
Social profiles
Corporate profiles
Employee profiles
Customer service sites
Local results
Digital assets
Mobile apps
SPREAD OF MISINFORMATION
OUTSPOKEN COMMUNITIES
Brands are no longer just information distributors.
Greatest Business RisksSource: EIU, 2005
52% Reputation risk41% Regulatory risk41% Human capital risk35% IT network risk32% Market risk29% Credit risk22% Country risk21% Financing risk19% Terrorism18% Foreign exchange risk18% Natural hazard risk18% Political risk15% Crime
“When recovery is properly managed, approximately
3 1/2 years are required for a company to rebuild its
damaged reputation.”
Source: Safeguarding Reputation Survey, 2007
REPUTATION MONITORING
ORM TOOLS
FREE - Google Alerts, WhosTalkin, Backtweets,
Boardreader, Social Mention
$ - Trackur, Reputation Monitor from Distilled
$$ - Scout Labs, Synthesio
$$$$ - Radian 6, Visible Technologies
The Pitfalls of Monitoring Tools
Cost
Time to setup
Natural language processing
Sentiment analysis
REPUTATION MANAGEMENT
BUY YOUR BRAND
Brand.com
Product.com
BrandSucks.com
ProductSucks.com
BrandShouldDieinHell.com
PROTECT YOUR BRAND
REPUTATION RECOVERY
What do you have time for?
Stop hurting yourself.
Be accessible…
…and responsive.
Bring the fight to YOU.
When do we say no?
Liars. Liars. LIARS!
Problem isn’t fixed.
No tools to work with.
GET THE ORM GUIDE
outspokenmedia.com/guides/orm-guide/
