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REPUTATION MONITORING AND MANAGEMENT. Reputation Monitoring and Managment. People Are Talking About Your Brand! Do You Know What They Are Saying??? Do You Have A Plan For Listening? For Responding?. PART OF THE PUBLIC RELATIONS FUNCTION?. Offline Techniques Including - PowerPoint PPT Presentation
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MARY LOU ROBERTS April 2009April 2009
REPUTATION MONITORING AND MANAGEMENT
REPUTATION MONITORING AND MANAGEMENT
MARY LOU ROBERTS April 2009
Reputation Monitoring and ManagmentReputation Monitoring and Managment
People Are Talking About Your Brand!
Do You Know What They Are Saying???
Do You Have A Plan• For Listening?• For Responding?
MARY LOU ROBERTS April 2009
PART OF THE PUBLIC RELATIONS FUNCTION?PART OF THE PUBLIC RELATIONS FUNCTION?
• Offline Techniques Including– Press Releases– Placement of Content/Features
• The Web Has Added– Press Releases Optimized for Search– Reputation Management
MARY LOU ROBERTS April 2009
OPTIMIZE PRESS RELEASES FOR SEARCHOPTIMIZE PRESS RELEASES FOR SEARCH
• Select Most Important Keyword– Place In Headline, Subhead, Body (3 times or
more)• Include Complete Website URL (http://)• Use Generic Product Name• Post On Website as Separate Page• Send To Distribution Services• Tag Entries – Keywords, Categories• Can Also Use an Online Distribution Service
Optimizing Press Releases to Show Up in Search Engineshttp://aboutpublicrelations.net/ucyudkin2a.htm
MARY LOU ROBERTS April 2009
OVERLAP – STRATEGY AND MONITORINGOVERLAP – STRATEGY AND MONITORING
MARY LOU ROBERTS April 2009
MONITORING FOR REPUTATION MANAGEMENT
MONITORING FOR REPUTATION MANAGEMENT
MARY LOU ROBERTS April 2009
ONE VIEW OF THE SOCIAL WEB ONE VIEW OF THE SOCIAL WEB
http://scobleizer.com/2007/11/02/social-media-starfish/
MARY LOU ROBERTS April 2009
GOOGLE ALERTS—’TRADITIONAL WEB’GOOGLE ALERTS—’TRADITIONAL WEB’
MARY LOU ROBERTS April 2009
SERVICES ARE SPRINGING UPSERVICES ARE SPRINGING UP
MARY LOU ROBERTS April 2009
FREE MONITORING TOOLSFREE MONITORING TOOLS
Have To Configure Properly
See URL for More Tools, Posts on How to Use
http://mashable.com/2008/12/24/free-brand-monitoring-tools/
MARY LOU ROBERTS April 2009
NOTE THE INTERACTIVE, CONTEXTUAL ADNOTE THE INTERACTIVE, CONTEXTUAL AD
MARY LOU ROBERTS April 2009
NEXT STEP—PAID TOOLS?NEXT STEP—PAID TOOLS?
Now, build your Topic Analysis widget using a selection of keywords, or choose to graph and display results from your entire topic profile . . .
You can also sort your Topic Analysis results by eight different conversation metrics that demonstrate the discussion and engagement around your topic or keywords including:• number of posts• comment count• view count• vote count• Twitter followers• on topic inbound links• total inbound links• number of unique sourceshttp://www.radian6.com/blog/148/data-analysis-more-ways-to-slice-and-dice/
MARY LOU ROBERTS April 2009
CONSULTING/ SERVICES FIRMSCONSULTING/ SERVICES FIRMS
http://www.trackur.com/video-tour.php
MARY LOU ROBERTS April 2009
DIY YOUR OWN DASHBOARD? DIY YOUR OWN DASHBOARD?
http://www.aimclearblog.com/2009/03/16/how-to-build-a-reputation-monitoring-dashboard/
MARY LOU ROBERTS April 2009
A ROBERTS RULEA ROBERTS RULE
Don’t Pay for ToolsUntil You’ve Got Free Ones Working—
And Can PROVE ThatYour Programs and the Metrics They Produce
ARE INFLUENCING DECISIONS(Marketing and Corporate)
http://mashable.com/2008/12/29/brand-reputation-monitoring-tools/
MARY LOU ROBERTS April 2009
MORE RELIABLE TO TRACK INDIVIDUAL PLATFORMS?
MORE RELIABLE TO TRACK INDIVIDUAL PLATFORMS?
MARY LOU ROBERTS April 2009
TWITTER AS AN EXAMPLETWITTER AS AN EXAMPLE
http://www.briansolis.com/2008/10/twitter-tools-for-community-and.htmlUpdated Post
http://mashable.com/2008/05/24/14-more-twitter-tools/Less Recent But Has 140 Tools
http://blog.hubspot.com/blog/tabid/6307/bid/4584/New-Data-on-Top-Twitter-Applications-and-Usage.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/4439/State-of-the-Twittersphere-Q4-2008-Report.aspx
MARY LOU ROBERTS April 2009
ANOTHER ROBERTS RULEANOTHER ROBERTS RULE
If You Are Using Multiple Tools,You Are Soon Going To Require
Some Aggregation/Filtering ToolsFree, Paid or DIY
MARY LOU ROBERTS April 2009
DANGERS TO AVOIDDANGERS TO AVOID
MARY LOU ROBERTS April 2009
‘BLACK HAT’ REPUTATION MONITORING‘BLACK HAT’ REPUTATION MONITORING
In Social Media• False Ads, False Profiles, False Statements, Misleading
URLs, ‘Flogs,’ Pay to Post, Other???– http://www.reputationadvisor.com/reputation-sabotage-is-the-future-of-black-hat/
Overlap With Black Hat Search • Attempt To Trick Search Engines – Can Result in Banning
– Hiding Keywords with White-on-White Text– Create Irrelevant Pages Just for the Spiders– Misuse of Meta Tags
• All Search Engines Have Webmaster PagesThere Will Always Be Gray Techniques• http://www.aimclearblog.com/2009/03/27/massage-ppc-with-not-so-clear-cut-methods/
MARY LOU ROBERTS April 2009
http://www.businessweek.com/smallbiz/content/apr2008/sb20080430_356835.htm
MARY LOU ROBERTS April 2009
WHERE DOES MARKETING STOP AND PR START?(Or Vice Versa, Depending on Your Perspective)WHERE DOES MARKETING STOP AND PR START?(Or Vice Versa, Depending on Your Perspective)
MARY LOU ROBERTS April 2009
BRAND REPUTATION MANAGEMENT CRITICALBRAND REPUTATION MANAGEMENT CRITICAL
Can’t Afford To Be The Ostrich!!Must Do It Both Effectively and Efficiently!!!!
