Embed Size (px)
DESCRIPTION
A copy of the Online Reputation Management presentation I gave at the recent BrandAid event in Newcastle.
Citation preview
how to protect and repair brand reputation online
Steven Parker
Why listen to me?
Newcastle HQ
London Office
a little bit about us
Established
2007
Current Headcount
80
what is ORM?
Establishing Strategic Direction
Executing Strategy and
Managing Risks
Ensuring Compliance with
Corporate Policies, Standards and
Procedures
Corporate Governance
having up-to-date employment contracts
setting the correct culture
being corporately and personally responsible
Gerald Ratner Owner, Ratners Jewellers
“We also do cut-glass sherry decanters complete with six glasses on a silver-plated tray that your butler can serve you drinks on, all for £4.95. People say, ‘How can you sell this for such a low price?’ I say, because it’s total crap...”
being corporately and personally responsible
David Shepherd Topman Brand Director
“Our target market is hooligans or whatever; very few of our customers have to wear suits for work... They’ll be for his first interview or first court case...”
don’t try and cure the negative...
...accentuate the positive!
“Brilliant!”
“I wept!”
“Second to none!”
“Loved it!”
“Top notch!” “Superb”
why think about ORM?
conduct an initial online audit
Redundant Social Media
Platform
Your Main Social Media
Platform
Zombie (zom-bi) a dead entity given the semblance of life, but mute and will-less...
Redundant Social Media
Platform
Redundant Social Media
Platform
ensure a replacement exists
Worthwhile Replacement
Content
Redundant Social Media
Platform
Space to be filled
Redundant Social Media
Platform
Redundant Social Media
Platform
1.2.3.4.
conduct ongoing monitoring
conduct ongoing monitoring
SEO for ORM
SEO for ORM
social for ORM
reviewing for ORM
digital snipers
proactive ORM - brand influencers
journalists & industry influencers
bloggers
proactive ORM - brand advocates
employeescustomers
proactive ORM - brand threats
trolls security risks
identify potential threats
identify potential threats
set the culture – brand reputation is in your DNA
Brand Reputation
in summary...
• Get pro-active with SEO
• Get pro-active with social where relevant
• Get pro-active with your reputation!
Steven Parker 0191 404 0100 [email protected] twitter.com/stevenparkerseo linkedin.com/in/stevenparkerseo
