How to Monitor and Protect Your Reputation Online

Presented by:Adriana Iordan Adriana Iordan- Avangate

6 facts about online reputation?

1. Your desired image ≠ Identity of the company ≠ Your reputation

2. The reputation must be earned

3. It is not controlled by the company

4. Intangible asset, strategic differentiator

5. The community validates your reputation

6. It is not the PR’s job

Why is online reputation important?

Nielson Global Online Consumer survey April 2009

Because 9 out of 10 people trust recommendations from folks they know

How does it work?

Image defined by Media Owner

Brand in control

One way / Delivering a message

Focused on the brand

Company created content

Limited channel distribution

Image defined by Consumer

Consumer in control

Two way / Conversations

Focused on the user

User Generated Content

Unlimited channel distribution

Communications MEDIA

Social MEDIA

Where do online conversations happen?

Reputation

Conversation- Google -

SOCIAL NETWORKSWIKIS

PHOTO SHARING

BLOGSMAINSTREAM MEDIA

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING Twitter: 17 million visiitors in april 2009

Facebook: 250 million

SOCIAL MEDIA NEWSAGGREGATORS

Wikipedia: 65 million visitors(Jan 09)

YouTube 100 million viewers (Feb 2009)

Getting Started

1.Who cares/talks about you

communities / customers / press / industry leaders / employees / business partners / competitors

2.Check the perception on your company:search engines, customer surveys, vertical search channels, social media

3.Prepare your reputation assets

4.Set your goals & metrics

5.Implementation (Google Reader, Google Analytics, WordPress, ORM tools, ORM policy)

What online reputation is not. Dibert version

Basic Listening Tools

Free tools to monitor

Email: Google Alerts, Yahoo Alerts,

SocialMention Alerts, TweetBeep

Customized RSS: Google Blog Search, Technorati,

BoardTracker, Search.Twitter.com, Digg

MonitorThis – monitor across 20 search engine feeds

Keotag.com Custom search engine: Rollyo

Paid tools: Trackur.com / Radian6.com

What to monitor

Company & Products names

Website URL / blogs

Employees names (execs)

Marketing tagline

Industry communities

Competition

Business Partners & Clients

Copyright & trademarks

Paid Advertising Ads

Products, Company brand and Competition

Dominate brand SERPs

Tactics for SERP resultsApproach the webmaster / blogger

Hosted Content – Leverage Universal Search (YouTube Channel, Twitter, Page Profiles) – create content with brand equity

Domains & sub-domains & Blogs & micro-sites

News, images, shopping

Linking to profiles

Check Wikipedia mentions

PR news – PRWeb, BusinessWire

Lesson learned

Conversation examples

Crack, keygen, serial, key

Twitter

Basic rules on New Media Marketing

Basic rules of Online Reputation

Transparency & authenticity

Learn to listen, react quickly

Embrace the blogosphere and build relationships before something negative appears

Involve all the departments from your company

Encourage the conversations

Try to add value to your industry and community

Connect with the influencers / help them find you

Create content and products worth talking about

Customer service, product development is marketing

“Build communities” instead of “doing communications”

Conclusion

Immediate actions to take:

Listen to online conversations as they are the foundations of your online reputation

Use an RSS Reader and subscribe to “vanity” feeds

Start a free company or personal blog / micro-blogging

Check the search results in Google, Yahoo, Bing on your branded keywords

Check your website content!

Connect with me!

Adriana IordanWeb Marketing Manager– Avangate

Email: adriana.iordan@avangate.com Twitter: @adriana_iordan

Avangate Digest Newsletter:http://www.avangate.com/newsletter

We sell software online. We've been doing it for the last 17 years.