Online Reputation Management
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Transcript of Online Reputation Management
How Your Online Reputation Can Be Damaged… and What You
Can Do to Fix It!
© 2010 Highly Relevant Inc., Confidential & Proprietary
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Presentation Overview
• What Is Your Online Reputation? (with an intro!)
• What is Reputation Management?
• Ways Your Online Reputation Can Be Damaged
• How a Poor Online Reputation Can Affect You
• Ways to Fix Your Online Reputation
• How to Monitor Your Online Reputation
• Conclusion
© 2010 Highly Relevant Inc., Confidential & Proprietary
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Monologue vs Dialogue
1. Marketers used to control the conversation: Radio, TV and print advertising was expensive and we listened because it paid for our entertainment.
2. The customer controls the conversation: Now blogging and social media gives every internet user a platform to publicly broadcast their observations and opinions in an instant.
© 2010 Highly Relevant Inc., Confidential & Proprietary
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Listen or Perish
“Its time to turn the megaphone around” -Tara Hunt, The Whuffie Factor
3. Learn to listen or proceed at great risk
Big brands like Pepsi and Domino’s Pizza were exposed to near-immediate criticisms on a
worldwide basis.
When they listen, they can respond.
© 2010 Highly Relevant Inc., Confidential & Proprietary
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Listen or Perish
© 2010 Highly Relevant Inc., Confidential & Proprietary
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The BIG Secret: Even Bad Reviews Boost Sales
Think letting customers post cranky reviews of your products will scare away sales? Here’s the surprising truth:
AlpacaDirect.com implemented an independent review service on their site, and “saw sales climb
23% on products that had reviews.”
Internet shoppers rank reviews as the most desired feature of a Web site, according to a recent survey by
Forrester Research.
© 2010 Highly Relevant Inc., Confidential & Proprietary
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What is Your Online Reputation?
• Your (or your business’s) online reputation is the perception on the Internet that others have of you based on your “digital footprint”
• Examples of items that build your digital footprint:
• Any content that you create and share online
• Pictures and videos
• Customer feedback about your business
• Any information created about you
© 2010 Highly Relevant Inc., Confidential & Proprietary
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Examples of Websites
• Your persona in the digital world shows up on sites such as these:
• Shopping websites: eBay & Amazon
• Social Networks: Twitter, Facebook LinkedIn
• Review Sites: Yelp
• Consumer Complaint Sites: Ripoffreport.com
• Basically, anything that shows up in the search results…
© 2010 Highly Relevant Inc., Confidential & Proprietary
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eBay Example
© 2010 Highly Relevant Inc., Confidential & Proprietary
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Amazon Example
© 2010 Highly Relevant Inc., Confidential & Proprietary
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Yelp Example
© 2010 Highly Relevant Inc., Confidential & Proprietary
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LinkedIn Example
© 2010 Highly Relevant Inc., Confidential & Proprietary
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CDC & Social Media
Twitter Video (YouTube)
MySpace Widgets
Centers for Disease Control Social Media site. Retrieved from http://www.cdc.gov/socialmedia/.
© 2010 Highly Relevant Inc., Confidential & Proprietary
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The Future of Social Media
Baekel. T. (April 27, 2009). Where is everyone? Baekel Online Magazine. Retrieved from http://www.baekdal.com/articles/Management/market-of-information/.
© 2010 Highly Relevant Inc., Confidential & Proprietary
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What is Reputation Management?
• Definition: Consistent research and analysis of your “digital footprints” that collectively form your personal or business reputation
• Also known as “Online Reputation Monitoring”
• In the industry, its roken into preemptive and reactive reputation management
© 2010 Highly Relevant Inc., Confidential & Proprietary
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Ways Your Online Reputation Can Be Damaged• Controversial pictures of you online (Facebook privacy settings)
• Customer complaints online about you, your products, or your business (complaint boards)
• Negative discussions about you, your products, or your business on forums/message boards (Yelp)
•Negative articles or blog posts by others (wordpress)
•Controversial or detrimental digital content created by you (blogs, Twitter posts, etc.) – ‘buffdude’
© 2010 Highly Relevant Inc., Confidential & Proprietary
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RipOffReport Example
© 2010 Highly Relevant Inc., Confidential & Proprietary
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Photos Examples: Michael Phelps and Matt Leinert
© 2010 Highly Relevant Inc., Confidential & Proprietary
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How a Poor Online Reputation Can Affect You
• Job Search – Employers can Google your name and check out your Facebook
• Prospects can read your customer reviews on Yelp, Amazon, eBay, etc.
• If prospects Google your name and see negative reviews about your business, you could lose business
• Lose potential business partners and investors if they see a lot of negative info on you
© 2010 Highly Relevant Inc., Confidential & Proprietary
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The Customer Path of Discovery
© 2010 Highly Relevant Inc., Confidential & Proprietary
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© 2010 Highly Relevant Inc., Confidential & Proprietary
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Ways to Fix Your Online Reputation
1. Check Your Name and Create New Web Properties
Create positive web properties to push down any negative web properties in the search engines
• Research and protect your brand and trade names
• Don’t let someone else become “Facebook/YourCompany”
• KnowEm.com – free or paid
© 2010 Highly Relevant Inc., Confidential & Proprietary
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2. See where you are being found
• Do Proactive Searches:– Google– Twitter– Technorati
© 2010 Highly Relevant Inc., Confidential & Proprietary
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3. Setup monitors
• Google Alerts, RSS Feeds• Search.Twitter.com/advanced
© 2010 Highly Relevant Inc., Confidential & Proprietary
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Conclusion – What You Learned
• What Online Reputation Is
• What Online Reputation Management Is
• How Your Online Reputation Can Be Damaged
• How a Poor Online Reputation Can Affect You
• Ways to Fix Your Online Reputation
• How to Monitor Your Online Reputation
© 2010 Highly Relevant Inc., Confidential & Proprietary
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Social Media Resources
• Mashable: http://www.mashable.com• Brian Solis (PR 2.0): http://www.briansolis.com• PR Squared: http://www.pr-squared.com/ • Web Strategy (Jeremiah Owyang): http://www.web-strategist.com/blog/ • Groundswell (Christine Li / Forrester Research):
http://blogs.forrester.com/groundswell/• Social Media e-Books: http://mashable.com/2008/03/19/ebooks-social-
media/ • Online Reputation Management
Top 10 Free Tools for Monitoring Your Brand’s Reputation: http://mashable.com/2008/12/24/free-brand-monitoring-tools/
How to build the ultimate social media resume: http://mashable.com/2009/01/13/social-media-resume/