Titel tekst

Beschrijving slide

Online Reputation Management

Barcamp – 5/5/2007

This presentation = meant to provoke.

Is this:

• legal?

• feasable?

• nice?

• marketable?

Disclaimer

1. Top of Mind -> Top of Page

2. Radical Transparancy(Setec Astronomy)

PR is changing

Your company’s reputation

is decided online.

And you can not control it.

Reputation is online

How to handle it

Three easy steps:

1. Build real estate

2. Monitor

3. Cleanup

Online reputation

Build real estate

Have a network of trusted, high authority sites ready.

Step 1

Monitor

Follow what’s being said about you (live), and detect sentiment and trends.

Step 2

Cleanup

Step into the conversation, and control what turns up in search engines.

Step 3

Real estate

• high authority links rule Google

• build up a network of sites

• keep them on topic

Location, location, location

• useful resources

• build up over time

Quality content

• build up links

• you need to targe linkers

• but linkers are not your audience!

Linkbait

• learn how to use Digg, Delicious etc.

• get profiles on every popular social network

Social media

• claim your brand name on every popular social media site

• make sure Google knows it: create a linkpage (tip: Squidoo)

Claim your ID

• join offline meetings

• personal contact = best linkbait ever

Go offline

Monitor

• find out what your industry’s ‘watering holes’ are

• join the conversation

People are talking

• identify your industry’s influencers

• read, read, read!

• get acquainted

Influencers

• MetaTale

• Attentio

• Technorati

• Google blogsearch

• …

Track real-time

Cleanup

• occupy the first page

• different sites

• tip: subdomains are your friend!

Claim first page

• negative info: react on page

• set things right!

• explain

React

• identify forum owners, blog owners etc.

• ask politely (funny how often that works)

• explore legal options (cease & desist)

Search & destroy

• link flooding

• duplicate content filter

• …

Go black hat

Professionals

- You ain't got no problem, Jules. I'm on the motherfucker. Go back in there, chill them niggers out and wait for the Wolf who should be coming directly.

- You sendin' the Wolf?

- Oh, you feel better, motherfucker? - Shit, Negro, that's all you had to say!

Sendin’ the Wolf

Professional online reputation managers.

They *know* how to control your online reputation.

The Wolf

• SEO & SEA

• Community management & buzz

• PR & copy-writing

• Legal knowledge

• Interactive advertising

Competencies

Questions

• is this a business model?

• is there a market?

Financial

• your reputation = your passion

• is it possible to outsource passion?

Practical

• is all this ethical?

Ethical

Time for discussion…

You tell me

Bart De Waele

bart@netlash.com

www.netlash.comwww.ondernemeringent.be