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 JohnM@formicmedia.com

503.517.9059 x122

Lunch & Learn