How to Monitor and Protect Your Reputation Online
Presented by: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
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. Basic Implementation (Google Reader, Google Analytics, WordPress, ORM tools, ORM policy)
What online reputation is not. Dibert version
Don’t fake positive opinions
Own your brand
Basic Listening Tools
Free keyword based tools to monitor
Email: Google Alerts, Yahoo Alerts,
SocialMention Alerts, TweetBeep
Customized RSS: Technorati, BoardTracker,
Search.Twitter.com, FriendFeed MonitorThis – monitor across 20 search
engine feeds Keotag.com
Visual tools: Spezify.com / Addictomatic.com
Paid tools: Trackur.com / Radian6.com / Onalytica / BuzzLogic
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 results
Approach the webmaster / blogger
Domains & sub-domains & Blogs & micro-sites
Hosted Content – Leverage Universal Search (YouTube Channel, Twitter, Page Profiles) – create content with brand equity
Brand + problems, support, scam, review, crack, complaints..
Dominate brand SERPs
News, images, shopping
Linking to profiles
Check Wikipedia mentions
PR news – PRWeb, BusinessWire
Social network accounts with specific keywords
Lesson learned
Conversation examples
Crack, keygen, serial, key
Basic rules on New Media Marketing
Basic rules of Online Reputation
Transparency & authenticityLearn to listen, react quicklyEmbrace the blogosphere and build relationships before something negative appearsInvolve all the departments from your companyEncourage the conversations
Try to add value to your industry and communityConnect with the influencers / help them find youCreate content and products worth talking aboutCustomer service, product development is marketing
Online reputation monitoring is not only for companies like Dell
Basic rules on New Media Marketing
Conclusions
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: [email protected] http://www.twitter.com/adriana_iordan
Avangate Blog:http://blog.avangate.com
We sell software online. We've been doing it for the last 17 years.