Reputation Management from Black to White #Pubcon 2013

BLACK

HAT

WHITE

HAT

REPM

whoAMI?• Founder of TM Productions

• Co-founder of LinkXL (SEO Link Tool)

• Founder of TruReview

• Co-founder of FishingCharters.com

tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210

http://www.twitter.com/dwightz

https://www.facebook.com/TrademarkProductions

disclaimer• These are real-world examples

• Knowledge is Power

• Use for Offense or Defense

• Know the Laws

• Be Smart




WHATANASSHOLE!!!


Before you judge me remember my intent here.

TO INFORM YOU!

I’ve seen $$$$$$ lost in time and corrections.

The Internet is still wild - Little Policing.

People really do suck.

Attacks come in many forms.

Fail to Plan = Plan to Fail.



blackhatthinking• What is the intent?

• What / Who do I want to game?

• What is the end result?

• What is the Time Investment?

• What are the Measurements?

• What are the Timelines?


?



1. ANONYMOUS

• Become and stay anonymous

• IP masking

• Proxy servers

• Throw-away domains, free accounts

• Third-party usage




2. GETRESOURCES

• Offshore accounts

• Prepaid cell phone

• Prepaid Credit/Debit cards

• Trade of services, items

• Friends in other countries




3. KNOWSIGNALS• G+1

• C-blocks linking

• Doman & Page Authority

• Domains: Root, Sub

• Reviews

• Social Shares

• And 100 other signals




4. EXISTINGSIGNALS• Social Accounts

• Domain Portfolios

• Ownership

• Personal / Company accounts

• Backlinks (intelligence gathering)

• What are they saying?




WHATDOTHEYSAYONLINE

?• Analyze

• Are they weak anywhere?

• Are they monitoring?

• Is participation and engagement happening?

• Any kinks in the armor to exploit?

• Can you insert yourself, or someone(s) in the conversation?

• You’d be amazed the info a Instagram / Vine picture/video

can show!




5. researchthem• Get public records (home, property,

foreclosure, bankruptcy)

• Learn the trust, alias, maiden names

• High School and College

• Craigslist, Facebook help

• Do they love Cabo or Comic books? Know!

• Data miners in Philippines, off shore




KEEPRESEARCHING• SS# / Tax ID’s

• Background check

• Lien

• Credit Report

• Loans

• Family members

• Co-Workers

• Classmates, groups, associations


• Jobs

• Robots.txt

• Website Code

• What software they use

• Version #’s

• Hobbies

• Interests

• Real Estate



7. gatherassets

• Review their existing accounts

• Image search, videos, public

records, Robots.txt

• Gather and sort; Notice patterns

• Hiretohack.com

• Manipulate!




8. createnewassets

• Modify images

• Scan documents

• Re-edit video

• …tell a story




9. SOCIALENGINEERING• Easier than you think

• Lost friend, job change, err….. creditor calling!

• Urgency in info gathering

• Reddit is a goldmine!




10. registeraccounts• Get the accounts they didn’t, or a similar name

• Know their friends, connections – copy them

on new accounts - make friends

• Offshore can be great to task




11. FULLprofiles

• Make them look good & professional

• Make them full, complete

• Auto-post as much as possible

• Take 60-120 days to build out profile & age

• Put lipstick, foundation, eye liner, blush and

mascara on a pig




12. free&lowcostCONTENT

• Get creating content!

• Content is king - Links are queen

• People love images

• People love controversy

• People read and believe

• Get / Ask For Reviews!




13. promotethem

• Press release

• Article marketing

• AdWords

• Paid Tweets

• FB Ads

• Social, Fiverr

• Links can still work!




REMEMBER…..

• You’re creating noise

• You’re creating aggregation

• You're creating confusion


• Customers get mixed signals

• Negative reviews suck

• 1 out of 5 stars is perception

• No control of brand messaging shows

you don’t have your shit together



THISSUCKS


• Even if not true, it’s in head of your audience

• Consider business / reputation lost or tarnished

• Litigation can be very hard and costly

• Your time – it’s worth something

• Ounce of prevention is worth a pound of cure



14. claimyournames1.Get your names. All of them.

2.Name. Company, Brands,

Products, High Profile

Employees, Handles &

Usernames

3.Register your domains

4.Stay on it weekly




monitor&manage

• Hootsuite – Twitter & FB

• Ping.fm – Posts to multiple SM

• Disqus.com – Track comment threads

• Sprout Social

• Radian6 – large powerful monitoring &

engagement tool

• Be accessible to customers

• Own negative comments

• Respond to criticism

• Build your credibility

• Have a crisis plan ready with team

• Have resources




15. knowproblems• Squatters on usernames & domains

• Negative comments

• Incorrect / false info

• Fake profiles

• Negative news, complaint sites, hate sites

• Competitor attacks

• Review sites

• Legal documents, Copyright / Trademark

• Industry perceptions

• Inappropriate photos

• Directory listings

• Company / personal profiles

• Shared names with celebs / politicians

• Job changes

• Slanderous statements

• Poor past decisions

• Past relationships




Date post:	23-Jan-2018
Category:	Marketing
Upload:	trademark-productions-inc
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Reputation Management from Black to White #Pubcon 2013

Marketing