17 online reputation management orm tips for global consumer electronics industries
Introduction to Online Reputation Management (ORM)
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Transcript of Introduction to Online Reputation Management (ORM)
Lunch & Learn: Introduction to Online Reputation Management
Presenter: Date: Location:
Mathew Simonton April 10th, 2013 Formic Media
About Mathew
• Joined Formic Media in 2012!
• Launched Notevee in college, 2010-2011
• Featured on KillerStartups.com and AppAppeal.com • Reviewed across smaller app/startup blogs
“Notevee gives users a way to post social notes and hold
conversations on specific topics. Users create conversation pages. These pages consist of images, video, notes and text related to a specific topic, event, person or anything else the user can think of.” -AppAppeal
What is Online Reputation Management?
Online Reputation Management – What?
• Building or enhancing a web identity in order to maintain a positive appearance on the internet
• Maximizing positive and neutral content • Minimizing negative content
• Removing negative content entirely, when possible
Online Reputation Management – Why?
• Establish identity • Establish or maintain a positive identity in
the first place
• Guide users away from negative content • Two types of management
1. Preventative 2. Reactionary
Case Study (Preventative)
• Control early Google search results pages with positive and neutral content.
• 1st page • (AdWords ad), official
website, LinkedIn, Facebook, Twitter, YouTube, SlideShare, Google+
• 2nd page • 5-star Yelp page, sites about
participation in local organizations, listings in local directories, Flickr
• 3rd page • Event details, past
volunteering activities, etc.
Case Study (Reactionary)
• Background • Executive in Fortune 500 company receives DUI…
• Mugshot hits the internet… and first page of Google.
• ORM Strategy • Images. Images, everywhere.
• Professional portraits, etc. • Image-heavy Channels…
• Pinterest • 500px • Flickr
Online Reputation Management – How?
• Content, content, and more content. • Top social networks
• Facebook, Twitter, Google+, LinkedIn • Videos
• Vimeo, Youtube • Images
• all major social networks, Pinterest, Instagram, Flickr, 500px
• Blogging platforms • blog on website, Blogger, Wordpress, Tumblr
• Microsites • Google Sites, Weebly, Squidoo
• “About” profile pages • Flavors.Me, Hi.Im, About.Me
• and more • Docstoc, Scribd, SlideShare, Quora, etc.
Top Social Networks
• Facebook • Twitter • Google+ • LinkedIn
• Content
• Images, video, text, engagement with others
Videos
• Vimeo • YouTube
• (Images utilized too)
Images
• Pinterest • Instagram • Flickr • 500px
• and all major social networks
Blogging Platforms
• Blogger (Blogspot) • WordPress • Tumblr
• Company/personal blog on own site
Microsites
• Google Sites
• Weebly
• Squidoo
“About” Profile Pages
• Flavors.Me
• Hi.Im
• About.Me
• Content… • Images, text, links
Etc.
• Docstoc
• SlideShare
• Scribd
• Quora
• Behance
Online Reputation Management – How?
• Monitor and respond to reviews online • Yelp • Google Places/+ • Yahoo! • CitySearch • Merchant Circle, etc.
• Monitor and respond to comments online • Twitter
• Encourage clients/customers to review • Have your own testimonials and case
studies pages on your website • Traditional media outreach
Online Reputation Management – How?
• ACTIVELY creating content • Regularly updating social platforms
• New images, new videos, new text updates, etc.
• ENGAGING others • Engaging users across social media and blogging
platforms
• Taking action IRL • Noteworthy, press-worthy actions
• Exploiting press releases, additional coverage by other online users, etc.
Online Reputation Management – How? ADVANCED
• Exploiting search engines
• Ex. Employing others to conduct searches in order to trick engines into believing certain organic trends. This can be done via business employees, family & friends, or for-hire individuals
• Ex. Utilizing multiple connections by yourself
(via proxies, other remote connections, etc.) and conducting searches in order to trick engines into believing particular organic trends.
Online Reputation Management – How? ADVANCED
Online Reputation Management – How? ADVANCED
• Manipulating social media and its users
• Creation (or purchase) of false social media accounts • Utilized to directly benefit personal or company account • Utilized to influence real users
• Example
• Mass creation of false social media accounts and other fake identities online in order to enhance reputation and influence other users
Online Reputation Management – How? ADVANCED
Tools
• Google Alerts
• Keep an eye out for negativity. • Google Analytics
• Are people searching for negative things finding their way to your site?
• Where are they going on your site? • Google Blog Search
• Keep an eye on the blogosphere • Individual social media searches
• Ex. What are people on Twitter saying about you or your business?
• Reverse image search • TinEye, Google Image search, etc.
• Review monitor and multi-location monitors. • Revinate, Chatmeter, etc.
• TweetDeck to monitor tweets • Agency ()
Google Alerts
• Keep an eye out for yourself and your business
Google Analytics
• Are people searching for negative things finding their way to your site?
• Where are they going on your site?
Google Blog Search
• Keep an eye on the blogosphere • Or, run a site-specific search for a blogging site.
• site:blogspot.com “company name”
Individual Site and Social Media Searches
• What are people on Twitter, etc. saying about you or your business?
TweetDeck
Reverse Image Search
• Where else is that image? • TinEye
• (Reverse) Google Image Search
Review Monitoring Tools
• Chatmeter
• Revinate
Review Monitoring Tools
Example – Dr. Sagun Tuli (Reactionary)
• Patient’s husband writes a blog detailing his ordeal after his wife suffered a stroke after the operation
• The doctor, Dr. Sagun Tuli, sues the patient’s husband.
• The Boston Globe runs a front-page story about the situation. • Ends up on 1st page of Google results too.
• Link to the Boston Globe story is now found 7 pages
down in search results, according to Kevin Pho of KevinMD.com, behind… • Numerous personal websites • Social media profiles • Blog posts / articles
Example – Pepsi India (Reactionary)
• Pepsi India copied material by artist Akshar Pathak • Near-instantly received
50+ shares, 150 likes, and 20+ users commenting on the infringement
• Pepsi near-instantly
deleted the content and quickly issued an apology to the artist.
Thank you! Tools at FormicMedia.com/ORM-Tools
Questions?
Contact John McPhee for more information [email protected]
503.517.9059 x122
Lunch & Learn