reputation management: monitoring your brand online
DESCRIPTION
Enterprise-level online reputation monitoring. Strategies and tools to help manage your ORM efforts.TRANSCRIPT
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Reputation Management: Monitoring Your Brand
OnlinePubCon Vegas 2012
@rhea | @outspokenmedia
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ORM is
awesome…
and AWFUL!
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“Zomg, everyone hates us!
Can you fix our SERPs?!”
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I can clean up your SERPs, that’s the easy
part.
But, YOU have to change.
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Change is hard.
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Enterprise-level change feels like:
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CODEFREEZE!
Legal made a few changes…
We can only change
title tags. Let’s wait & see what happens.
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How do we herd our enterprise-level cats?
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SHARE THE DATA
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DATA IS SEXY! (and gets buy-in)
143 negative mentions …over 6 months
…from 8 sources.
SERPs look like: _______
Autocomplete looks like: _______
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SEGMENT MENTIONS
+
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PINPOINT THE PROBLEM
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According to our research:
Note: we actually love this client. They were honest and listened. They knew there wasn’t a silver bullet.
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SHOW OFF THE COMPETITION
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Rinse and repeat.
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PRESENT CONTENT OPPORTUNITIES
“Based on our research, your competition is doing an
excellent job of managing their brand through:”
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CONDUCT NEEDS ASSESSMENT
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Properties & profilesBacklinksNewsComplaintsComplaint sourcesCustomer service processFind “quick wins”
REVIEW:
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DEFINE KPIs & REPORTING
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AGENCY KPIs
What does success look like?
1.Positive SERPs2.Positive Autocomplete3.Conversions
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INTERNAL KPIs
What does success look like?
1.Decrease in complaints2.Increase in satisfied customers
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ANTICIPATE ROADBLOCKS
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Proactive Project Management
Brand guidelines Approval process
Legal restrictions Development calendar
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DEVELOP STRATEGY
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Revise terms & conditions
New product descriptions
Accurate product photos
Crowd-sourced video
testimonials
ON-SITE OFF-SITE
Social strategy
Guest posts
Authority articles
Instructional videos
Industry site
involvement
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OTHER CRITICAL GOALS:
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IMPLEMENT!