the online reputation management landscape

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/

THANK YOU

Contact us:rhea@outspokenmedia.com

Follow us:@outspokenmedia