orm project management presentation pubcon 2009
DESCRIPTION
My Presentation Deck for the Online Reputation Management session at PubCon 2009 in Vegas. The focus of the presentation is ORM Project Management.TRANSCRIPT
Reputation Management
Project ManagementPresented by: John Carcutt
Lets Talk About the Clients!
A Typical ORM Client Profile
• Upset, Angry, Frustrated• Stressed or Panicked• Loosing Money/Business• Needs Immediate Resolution
Because Angry, Frustrated, Panicked and in a Hurry is
Everyone’s Dream Client
Be Brave. Be Prepared.Have a Plan.
A Well Managed ORM Project will Make all the Difference
• Build Confidence• Create a Solid Foundation• Set Proper Expectations• Communication Structure
Confidence Will Calm the Wild Beast.
The Client Already Trusts You
• Trust can be Faith Based• Confidence is Experience Based
More Confidence = Less
Be Their Light at the End of the Tunnel.
ORM Foundation: Target Term(s)
Where is the Problem?
• The Clients Observations• Variations on Terms• Capitalization?• ORM Longtail Issues?
Capitalized Lowercase
Capitalized Lowercase
Capitalized Lowercase
ORM Foundation: Target Term(s)
Where is the Problem?
• The Clients Observations• Variations on Terms• Capitalization?• ORM Longtail Issues?
ORM Foundation: Get Focus
Personal vs. Brand ORM
• Different Strategies• Different Motivators• Client Involvement Changes
ORM Foundation: Get Focus
ORM Foundation: Get Focus
Personal vs. Brand ORM
• Different Strategies• Different Motivators• Client Involvement Changes
ORM Foundation: Set Parameters
Incorporate Client Considerations
• Legal/Personal Restrictions• Client Participation Levels• Editorial/Branding Considerations• Content Creation & QC
ORM Expectations: Agree on Scope
Which Properties are Involved
• Select Specific Engines• How Many Positions Deep• Plan for Modifications
Agree Prior to Initiation
ORM Expectations: Listing Assessment
Which Listings are Involved?
• Define Listing Types• Positive• Neutral• Negative
• Classify Existing Baseline
ORM Expectations: Timeframe
“When will it all be better?”
• Educate on Timeliness Factors• Position of Negative Listing(s)• Strength of Negative Listing(s)• Budget Considerations
• Give Your Best Estimate
ORM Expectations: SERP Evaluation
Positive
Negative
Positive
Neutral
Neutral
Negative
Positive
Positive
Neutral
Neutral
Positive
Neutral
Positive
Negative
Neutral
Negative
Negative
Negative
Negative
Negative
Communication: Ongoing
Staying in Touch
• Some clients want to know everything that’s going on
• Participation Channels• Adhoc Questions & “Emergencies”
Communication: Reporting
Showing the Results
• Clients check SERPs more than you do
• Monthly Reports about showing activity and results.
• Base off of Benchmark SERPs
In Closing: 3 Take-Aways
1. Your client needs to be confident your in control.
2. Agree upon & create the project foundation & clear expectations at the beginning.
3. Consistent ongoing communication and reporting is critical.
