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Online Reputation Management Judith De-Cabbit iLevel- What to watch, what to do when things go wrong and how to approach reputation management online including some famous mistakes.
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Online Brand Reputation Management
When people search for your brand, can you control what they find?
Who Am I?
• Got on the Internet in 1986• Working online with search since 1996• Paid & Natural Search – all aspects• Ecommerce, Publishing & High Tech• Worked with Orange, Sony, COI• Blogging, Online PR
Topics Covered
• Why Monitor• What To Monitor• How To Monitor• Press Releases & PR• Corporate Blogging• Leveraging Facebook
What is reputation management?
The active monitoring, engagement and manipulation of information publically accessible in order to present a company or person in the most positive possible light
Why Monitor?
• On a brand search, you may find negative sites come up for your company name
• Consumers increasingly turning online for 3rd party reviews – distrusting company PR
• Angry & happy consumers increasingly blogging, commenting, engaging
• Competitors can undermine your image• Discover problem or issue previously unaware of• Track customer service issues• Discover news mentions for PR use
You, Your Brand & What It Means
• You are a brand• Unique, valuable, identifiable
Why Monitor Yourself?
• Employers performing searches before hiring on Google, Facebook and Twitter
• Your image is dictated by what is found there• Companies on CV being checked• Need to be aware of possible questions• On a search, you may find negative sites come up for
your name or your company name• Being aware of brand you will impress employers• Discover news mentions for personal PR use• Manage your reputation
Some of these were
not me!
MUCH BETTER!
What to Monitor
• Everything related to your company including variations of your names, key employees name mentions, all product or service names
• Don’t forget the competition• Industry news• Track forums, lists, user groups, boards, etc• Technorati, Digg, Reddit, etc• Watch out for RipOffReport, ComplaintsBoard,
PissedConsumer and the like – ‘reviews’ may be false
Digg, Technorati & Reddit
How to Monitor
• Simple Google/Yahoo search for your target terms• Create and use RSS feeds to monitor keywords -
Bloglines• Google alerts & Yahoo alerts• Create shortcuts to quickly monitor (vertical search, tag
search, etc)• Hire a professional firm
Subscribe to Search Results
Subscribe to Search Results
Example Feed
Yahoo alerts
Google Alerts
Analytics
• Know your goal: reach, engagement, traffic, etc• Set a benchmark of your goal• Understand Twitter – no one reads all followers tweets
above a certain volume• Have appropriate tools in place• Love your analytics at least an hour a week
Twitter Analytics
• Potential reach is direct account followers plus followers of those followers
• Message must be shorter than 140 for ease of RT• Around 20% of followers on some accounts will be
spambots• Not everyone will retweet (RT)• May be picked up for blog or news – use unique URL with
bit.ly
Analytics
Press Releases & PR
• Use press releases for news-worthy items including hiring new department heads, new ad campaigns, and new product launches
• Don’t undervalue your company’s achievements – shout about them
• Utilise one PR distribution channel – you will not impress a journalist by spamming them
• Link press releases with website pages dedicated to the news but use different copy
Corporate Blogging
• Authentic voice – PR company cannot write CEO’s blog• Talk beyond PRs and news items – consumers will
engage more when less formal, more “personal” information is shared
• Engage – respond to comments (don’t flame or respond to trolls)
• If valid negative feedback appears, consider it, respond and follow up
• Promote employees’ blogs even when not official corporate blog – ie. IBM, Microsoft
The CEO Blogs…
Where time is at a premium, the CEO could blog as part of a larger project. Note the personal, genuine voice here with the CEO of McAfee– it is essential
IBM Features All Bloggers
Leveraging Facebook
• Constant engagement required – cannot just set it up & leave it
• Observe how competition has done it & do it better• Feed corporate blog through to page• Create buzz through specials for Facebook fans• Advertise Facebook presence through emails and
normal communications• Applications and widgets can do well but focus on
engagement through fan pages first
Questions?