1The Lukaszewski GroupA Division of Risdall Public Relations

Managing Online Reputations During a Crisis

Protect and Manage Clients’ Online Reputation with Curated Search

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Introductions

Jim Lukaszewski

James Alexander

James E. Lukaszewski (loo ka SHEV skee) is an expert in preventing, managing, and reducing crisis and contention. He counsels company leaders facing serious internal and external problems. His broad-based experience ranges from media-initiated investigations to product recalls and plant closings, from criminal litigation to takeovers. He guides management through the resolution of corporate problems and bad news.

James Alexander is a guy with two first names. He founded Vizibility in 2009 when he discovered Google thought he didn’t exist. Today Vizibility helps tens of thousands of people package and share their online identities. In 1995 he co-founded eWatch, the first social media monitoring service which was later acquired by PR Newswire. James holds an MBA from Oxford and has been awarded 11 patents, several for search technologies he developed while at Adobe and Vizibility.

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Agenda

• Five Reasons to Care• Examples of Recent Online Crises & Mistakes• Do People Really Care? Some Trends• Preemptive Crisis Management - Three Best Practices• Online Reputation Management – Three Techniques• Leveraging Search to Your Advantage• Leveraging Google Adwords for Page 1 Placement• Q&A

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Five Reasons to Care

1. There are more than 1 billion people on Facebook and other social networks capable of instantly discussing your client’s company, products, and competitors.

2. Everyone is his or her own publisher. Rumors and unattributed information are being spread easily and without recourse.

3. There are no editors in Cyberspace.4. Worldwide audiences can be reached instantly,

directly, and unfiltered.5. Most journalists now live on-line every day; many

search for scoops.

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What’s the Impact?

• Creates doubt about company in minds of consumers and vendors

• Damaged reputation• Decrease / Increase market cap• Lawsuits• Lower sales• Lowers morale• Makes recruitment difficult• People with no credentials get power

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So What?

1. Attack strategies can build huge, diverse audiences quickly.

2. Sites remain long after problems are resolved.

3. Attacks raise questions among key base audiences that must be answered, in any event.

4. Failing to respond can be toxic to your reputation.

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Examples of Recent Attacks/Mistakes

http://www.aquasana.com/images/bottlecounter.jpg

Seal Hunthttp://earthfirst.com/wp-content/uploads/2009/04/nestle-boycott.jpg

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19% The increase a restaurant will see with positive ratings on Yelp

Do People Really Care? Some Trends…

• http://are.berkeley.edu/~jmagruder/Anderson%20and%20Magruder.pdf • http://www.abc15.com/dpp/news/national/study-positive-ratings-on-yelp-can-increase-a-restaurants-business-by-19-percent• http://www.searchinfluence.com/2012/02/online-reviews-advertising-influence/• http://www.positivearticles.com/Article/Online-Reviews-Influence-Purchasing-Behavior/48881 

82% Consumers who say purchase decisions impacted by user reviews

55% Consumers who say they are more influenced by user ratings more than online advertising

9% Online contributors which produce 80% of user generated content

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Preemptive Crisis Management – 3 Best Practices

1. Monitor

2. Neutralizing Internet Crises

3. Prepare Your Organization

• Subscribe to a service• Do it internally• The boss’ son (or a

relative• Not worth the effort

Filtering

Emotionally Charged DiscussionRelevant Discussion

Sentiment Distribution

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Preemptive Crisis Management – 3 Best Practices

1. Monitor

2. Neutralizing Internet Crises

3. Prepare Your Organization

• Remain calm (manage your assumptions)

• Assess Your Situation/Threat Reality Check→ Diagnose

→ ID problem→ Assess threats→ Inform key publics

→ Investigate→ Examine Options→ Respond

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Preemptive Crisis Management – 3 Best Practices

1. Monitor

2. Neutralizing Internet Crises

3. Prepare Your Organization

• Establish a Social Media Action Response Team (SMART) to deal with issues that arise

• Protect your brands by registering them across key sites

• Develop in-house social media expertise

• Always follow rules of conduct for each social media site

• Train executives and staff on social media engagement policies

• Leverage social media in context of broader strategy

• Have curated Google searches ready to deploy with top hot button issues.

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Being Prepared– Three Techniques for ORM

1. Suppression→ A technique by which search engine results are manipulated

by creating and publishing new content that is (hopefully) deemed more relevant for select search terms. If successful, this new content ‘suppresses’ the undesirable search results to later pages.

2. Elimination→ A technique by which website operators, hosting companies,

etc. are asked to remove undesirable content.3. Curation and Promotion

→ A technique by which search queries are pre-built and distributed online via buttons, links, QR codes, Adwords, etc. In some instances, specific search results can be selected, ranked and shown first.

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Leveraging Search to Your Advantage

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Leveraging Search to Your Advantage

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Leveraging Search to Your Advantage

Verified search results enable you pick and rank up to

five results you want to show first.

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Leveraging Search to Your Advantage

Steer Results with a re-built Google Searches for:→ People→ Subjects→ Companies→ Brands

Two Ways to Do It→ DIY: Develop the desired search string in combination with a URL shortener like

Bit.ly or Goog.→ Outsource: 3rd parties like Vizibility have tools manage, track and change curated

searches without having to change the short URL

Case StudyAn attorney who was disbarred 20 years ago gets reinstated. The disbarment notice still ranks high when Googling him. Building a curated search excluding his middle initial removes the disbarment notice from his results.

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Curate and Verify Your Google Results - Vizibility

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Leveraging Google Adwords for Page 1 Placement

When it’s critical to get page one placement, a Google ad can deliver impressions and clicks.

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Q & A

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Managing Online Reputations During a Crisis

Protect and Manage Clients’ Online Reputation with Curated Search

Results