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Enterprise-level online reputation monitoring. Strategies and tools to help manage your ORM efforts.
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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!
