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Speaker contact
Google+ +ClaireSavageUK
Twitter ClaireSavageUK
LinkedIn clairesavage
Marketing tutor for Oxford College of Marketing & Head of Marketing for Kier Ltd
Previously Digital Marketing Manager for QinetiQ
Overview
• Why should you protect your brand and
company executives online?
• Examples
• How to protect your brand and company
executives online
• Houston – we have a problem
• There is help out there! – who the players
are
Why?
• PR
• Employee engagement
• Share price
• Investors
• Key stakeholders
• Google never forgets
Source for quote : http://www.ft.com/cms/s/0/9179e226-7488-11e3-9125-
00144feabdc0.html#axzz34o8OUFgC
“Increasing information-
gathering in financially
relevant information on
Google and Wikipedia is
linked with subsequent
stock market losses.”
Source: FT.com
Investors/shareholders - Proven link
• Increased visits to the Wikipedia page
about a company were associated with
subsequent falls in price. And search
activity on Google was powerful as a
gauge of sentiment.
• Source: http://www.ft.com/cms/s/0/9179e226-7488-11e3-9125-
00144feabdc0.html#axzz34o8OUFgC
Simple steps
• Process and policy
• Training – for all
• Process for access to accounts
• Account set up
• Security – social engineering and basic
protection
• Crisis and contingency planning
Marketing role – SEO and comms
• Keyword analysis on high ranking sites
• Content strategy on keywords
• Ownership of social media accounts – including variations
• QDF – Query deserves freshness
• Keyword rich & high ranking domains and social media accounts
• Monitoring
• Dummy personas
• Influencing forums/sites
There is help out there
• Legal expertise
Shillings - Vigilante bespoke
• Reputation management
companies – Igniyte
• SEO agencies
• Cyber consultancy - QinetiQ