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how to protect and repair brand reputation online
Steven Parker
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Why listen to me?
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Newcastle HQ
London Office
a little bit about us
Established
2007
Current Headcount
80
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what is ORM?
Establishing Strategic Direction
Executing Strategy and
Managing Risks
Ensuring Compliance with
Corporate Policies, Standards and
Procedures
Corporate Governance
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having up-to-date employment contracts
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setting the correct culture
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being corporately and personally responsible
Gerald Ratner Owner, Ratners Jewellers
“We also do cut-glass sherry decanters complete with six glasses on a silver-plated tray that your butler can serve you drinks on, all for £4.95. People say, ‘How can you sell this for such a low price?’ I say, because it’s total crap...”
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being corporately and personally responsible
David Shepherd Topman Brand Director
“Our target market is hooligans or whatever; very few of our customers have to wear suits for work... They’ll be for his first interview or first court case...”
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don’t try and cure the negative...
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...accentuate the positive!
“Brilliant!”
“I wept!”
“Second to none!”
“Loved it!”
“Top notch!” “Superb”
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why think about ORM?
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conduct an initial online audit
Redundant Social Media
Platform
Your Main Social Media
Platform
Zombie (zom-bi) a dead entity given the semblance of life, but mute and will-less...
Redundant Social Media
Platform
Redundant Social Media
Platform
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ensure a replacement exists
Worthwhile Replacement
Content
Redundant Social Media
Platform
Space to be filled
Redundant Social Media
Platform
Redundant Social Media
Platform
1.2.3.4.
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conduct ongoing monitoring
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conduct ongoing monitoring
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SEO for ORM
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SEO for ORM
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social for ORM
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reviewing for ORM
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digital snipers
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proactive ORM - brand influencers
journalists & industry influencers
bloggers
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proactive ORM - brand advocates
employeescustomers
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proactive ORM - brand threats
trolls security risks
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identify potential threats
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identify potential threats
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set the culture – brand reputation is in your DNA
Brand Reputation
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in summary...
• Get pro-active with SEO
• Get pro-active with social where relevant
• Get pro-active with your reputation!
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Steven Parker 0191 404 0100 [email protected] twitter.com/stevenparkerseo linkedin.com/in/stevenparkerseo