How to Monitor and Protect Your Reputation Online

Presented by:Adriana Iordan Avangate

6 facts about online reputation?

1.Your desired image ≠ Identity of the company ≠ Your reputation

2.The reputation must be earned

3.It is not controlled by the company

4.Intangible asset, strategic differentiator

5.The community validates your reputation

6.It is not the PR’s job

Why is online reputation important?

Nielson Global Online Consumer survey April 2009

Because 9 out of 10 people trust recommendations from folks they know

Where do online conversations happen?

Reputation

Conversation- Google -

SOCIAL NETWORKSWIKIS

PHOTO SHARING

BLOGSMAINSTREAM MEDIA

MICROBLOGS

FORUMS/NEWSGROUPS

VIDEO SHARING Twitter: 17 million visiitors in april 2009

Facebook: 250 million

SOCIAL MEDIA NEWSAGGREGATORS

Wikipedia: 65 million visitors(Jan 09)

YouTube 100 million viewers (Feb 2009)

Getting Started

1.Who cares/talks about you

communities / customers / press / industry leaders / employees / business partners / competitors

2.Check the perception on your company:search engines, customer surveys, vertical search channels, social media

3. Prepare your reputation assets

4. Set your goals & metrics

5. Basic Implementation (Google Reader, Google Analytics, WordPress, ORM tools, ORM policy)

What online reputation is not. Dibert version

Don’t fake positive opinions

Own your brand

Basic Listening Tools

Free keyword based tools to monitor

Email: Google Alerts, Yahoo Alerts,

SocialMention Alerts, TweetBeep

Customized RSS: Technorati, BoardTracker,

Search.Twitter.com, FriendFeed MonitorThis – monitor across 20 search

engine feeds Keotag.com

Visual tools: Spezify.com / Addictomatic.com

Paid tools: Trackur.com / Radian6.com / Onalytica / BuzzLogic

What to monitor

Company & Products names

Website URL / blogs

Employees names (execs)

Marketing tagline

Industry communities

Competition

Business Partners & Clients

Copyright & trademarks

Paid Advertising Ads

Products, Company brand and Competition

Dominate brand SERPs

Tactics for SERP results

Approach the webmaster / blogger

Domains & sub-domains & Blogs & micro-sites

Hosted Content – Leverage Universal Search (YouTube Channel, Twitter, Page Profiles) – create content with brand equity

Brand + problems, support, scam, review, crack, complaints..

Dominate brand SERPs

News, images, shopping

Linking to profiles

Check Wikipedia mentions

PR news – PRWeb, BusinessWire

Social network accounts with specific keywords

Lesson learned

Conversation examples

Crack, keygen, serial, key

Twitter

Basic rules on New Media Marketing

Basic rules of Online Reputation

Transparency & authenticityLearn to listen, react quicklyEmbrace the blogosphere and build relationships before something negative appearsInvolve all the departments from your companyEncourage the conversations

Try to add value to your industry and communityConnect with the influencers / help them find youCreate content and products worth talking aboutCustomer service, product development is marketing

Online reputation monitoring is not only for companies like Dell

Basic rules on New Media Marketing

Conclusions

Immediate actions to take:

Listen to online conversations as they are the foundations of your online reputation

Use an RSS Reader and subscribe to “vanity” feeds

Start a free company or personal blog / micro-blogging

Check the search results in Google, Yahoo, Bing on your branded keywords

Check your website content!

Connect with me!

Adriana IordanWeb Marketing Manager– Avangate

Email: adriana.iordan@avangate.com http://www.twitter.com/adriana_iordan

Avangate Blog:http://blog.avangate.com

We sell software online. We've been doing it for the last 17 years.