Reputation Management: Monitoring Your Brand Online

Reputation Management: Monitoring Your Brand

OnlinePubCon Vegas 2012

@rhea | @outspokenmedia

ORM is

awesome…

and AWFUL!

“Zomg, everyone hates us!

Can you fix our SERPs?!”

I can clean up your SERPs, that’s the easy

part.

But, YOU have to change.

Change is hard.

Enterprise-level change feels like:

CODEFREEZE!

Legal made a few changes…

We can only change

title tags. Let’s wait & see what happens.

How do we herd our enterprise-level cats?

SHARE THE DATA

DATA IS SEXY! (and gets buy-in)

143 negative mentions …over 6 months

…from 8 sources.

SERPs look like: _______

Autocomplete looks like: _______

SEGMENT MENTIONS

+

PINPOINT THE PROBLEM

According to our research:

Note: we actually love this client. They were honest and listened. They knew there wasn’t a silver bullet.

SHOW OFF THE COMPETITION

Rinse and repeat.

PRESENT CONTENT OPPORTUNITIES

“Based on our research, your competition is doing an

excellent job of managing their brand through:”

CONDUCT NEEDS ASSESSMENT

Properties & profilesBacklinksNewsComplaintsComplaint sourcesCustomer service processFind “quick wins”

REVIEW:

DEFINE KPIs & REPORTING

AGENCY KPIs

What does success look like?

1.Positive SERPs2.Positive Autocomplete3.Conversions

INTERNAL KPIs

What does success look like?

1.Decrease in complaints2.Increase in satisfied customers

ANTICIPATE ROADBLOCKS

Proactive Project Management

Brand guidelines Approval process

Legal restrictions Development calendar

DEVELOP STRATEGY

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

OTHER CRITICAL GOALS:

IMPLEMENT!

Get the deck:http://www.slideshare.net/rdrysdale/

Say hello!rhea@outspokenmedia.comt: @Rhea | @outspokenmedia