Reputation Combat: Protecting Your Company's Online Reputation

1. Presenter: Jonathan Bernstein Bernstein Crisis Management Sponsored by Emergency Notification and Incident Management Software

2. Sponsored by Smarter Crisis Communication Emergency Notification Incident Management Online Crisis Command Center Mobile Crisis Communication www.missionmode.com info@missionmode.com

3. Presenter: Jonathan Bernstein President, Bernstein Crisis Management One of 22 individuals nationwide “who should be on the speed dial in a crisis.” (PR Week)

4. These presentation slides are part of a recorded webinar. To watch the video, visit www.missionmode.com/webinars

5. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein6 • Sources of online threats • Online reputation management terms • Examples of threats • ORM strategy • Safeguards • Dealing with Internet critics • Education and reorientation • The role of search engine optimization Online Reputation Management (ORM)

6. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein7 2+ Billion Internet users 5 Billion Internet-connected devices 800 million Facebook users 100 million Twitter users 150 million blogs More powerful than any newspapers or TV stations… and no one owns it. Photographer: James Cridland

8. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein9 The I-Reporter Anyone who chooses to share information on the Internet, regardless of its accuracy.

9. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein10 Sometimes motivated by commercial gain, more often by ego Goal – page 1 of a Google search, or visibility on websites The I-Reporter

10. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein11 The I-Reporter If they sound credible, they are credible. 90% of today’s crises involve I-Reporters.

11. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein12 Other Sources of Online Threats • Traditional media available globally, 24/7 • Gov’t agencies, NGOs, think tanks, research firms, citizen and consumer groups – all busy posting online Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein12

12. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein13 ORM Terms • Website • Blog • Wiki • Social media • Points of Presence • Search Engine Optimization (SEO)

18. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein19Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein19 Search Engine Optimization (SEO)

19. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein20 • Trade association attacked • Financial services company investigated • Public school board criticized by parents • Manufacturers threatened by government report • Dissatisfied customer spreads negative information Examples of ORM Threats

35. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein36 Education and Reorientation It’s critical that: • The C-Suite receives “ORM 101” training. • All employees understand their role in ORM.

39. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein40 The Role of SEO in ORM Multiple points of presence (POPs) can mean multiple, highly visible Google results.

42. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein43 Who Ya Gonna Call? PR usually understands the Internet, and they care about your rep more than anyone.

43. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein44 Who Ya Gonna Call? Use other experts to provide critical services. Online tools for crisis communications and monitoring reputation.

44. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein45 Manager’s Checklist The number of Internet users is huge and growing exponentially. The Internet is essentially the world’s largest newspaper—one with writers who usually have no professional or ethical restraints.

45. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein46 Manager’s Checklist Critical management skills: • Understand the potential of the Internet for good or evil. • Be familiar with Internet terms.

46. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein47 Manager’s Checklist Virtually all crises have an Internet component. Many are completely Internet-driven. Rapid response is critical to effective Internet communications, and that requires advance preparation.

47. Sponsored by Smarter Crisis Communication Emergency Notification Incident Management Online Crisis Command Center Mobile Crisis Communication www.missionmode.com info@missionmode.com

48. These presentation slides are part of a recorded webinar. To watch the video, visit www.missionmode.com/webinars.

Reputation Combat: Protecting Your Company's Online Reputation

MissionMode

Reputation Combat: Protecting Your Company's Online Reputation