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

1. Reputation Management:
Monitoring Your Brand Online
PubCon Vegas 2012
@rhea | @outspokenmedia

2. s
OR M i
e…
awesom L!
FU
a nd AW

3. “Zomg, everyone hates us!
Can you fix our SERPs?!”

4. I can clean up your SERPs,
that’s the easy part.
But, YOU have to change.

5. Change is hard.

6. Enterprise-level change
feels like:

7. CODE
FREEZE!
Legal
made a few
changes…
We can
only change
title tags. Let’s wait &
see what
happens.

8. How do we herd our
enterprise-level cats?

9. SHARE THE DATA

10. DATA IS SEXY! (and gets buy-in)
143 negative mentions
…over 6 months
…from 8 sources.
SERPs look like: _______
Autocomplete looks like: _______

11. SEGMENT MENTIONS
+

12. PINPOINT THE PROBLEM

13. According to our research:
Note: we actually love this client. They were honest and
listened. They knew there wasn’t a silver bullet.

14. SHOW OFF THE
COMPETITION

15. Rinse and repeat.

16. PRESENT CONTENT
OPPORTUNITIES
“Based on our research, your
competition is doing an excellent job of
managing their brand through:”

17. CONDUCT NEEDS
ASSESSMENT

18. REVIEW:
Properties & profiles
Backlinks
News
Complaints
Complaint sources
Customer service process
Find “quick wins”

19. DEFINE KPIs & REPORTING

20. AGENCY KPIs
What does success look like?
1.Positive SERPs
2.Positive Autocomplete
3.Conversions

21. INTERNAL KPIs
What does success look like?
1.Decrease in complaints
2.Increase in satisfied customers

22. ANTICIPATE ROADBLOCKS

23. Proactive Project Management
Brand guidelines Approval process
Legal restrictions Development calendar

24. DEVELOP STRATEGY

25. ON-SITE OFF-SITE
Revise terms & conditions Social strategy
New product descriptions Guest posts
Accurate product photos Authority articles
Crowd-sourced video Instructional videos
testimonials Industry site involvement

26. OTHER CRITICAL GOALS:

27. IMPLEMENT! 

28. Get the deck:
http://www.slideshare.net/rdrysdale/
Say hello!
rhea@outspokenmedia.com
t: @Rhea | @outspokenmedia