Online Reputation Management

Online Reputation Management

Are you prepared? Can you recover?Bill Rice - @billrice

Kaleidico.com

Map the Battlefield

Take Inventory

• What has been said?• Who has said it?• Where has it been said?• What is the good?• What is the bad?• Prioritize

Monitor

• Start listening– RSS Reader– Google Alerts– Search Twitter– FriendFeed– LinkedIn– Facebook

• What am I missing?

Prioritize

• Who’s important?• Who’s not?• Grade:– Traffic– Relevance– Quality– Influence

Get in the Game

• Engage:– Contribute– Build relationships– Give back

• Be a producer:– Add expertise– Add insight– Join the community

Take Control

• Make your website:– More accessible– More interesting– More interesting

• Be authoritative for:– Company name– Brands– Products– Key personnel

A Good Defense is a Strong Offense

• Anticipate• Be preemptive• Centers of influence• Build audience (army)• Vet and recruit• Train and motivate

Know When to Respond

• Not all attacks warrant attention– “Don’t feed the trolls.”

• Not all compliments are heard (without help)– Saying “Thank you” is

always appreciated

Use All Your Media Assets

• Traditional media still outranks new media for online influence:– 62% vs. 38%*

• And trustworthiness:– 72% vs. 13%*

• Use them together*(2009, Weber Shandwick/The Economist survey)

War Gaming Prepares You

• What would you do?• Look for examples• Watch others handle

crisis

Listen Inside First

• You might be surprised• Big damage is often– Self-inflicted– Ignorance induced

• Do you have guidance?– Social media policy– Communications policy

Credibility Starts at Home

• Start internally– Use the tools– Listen to employees– Create a foundation

• Offer training– What is…

• Social media?• Online reputation?

– Personal vs. professional

Experts Lurk Inside

• Early focus on…– Listening– Training– Awareness

• Will probably turn up…– Expertise– Enthusiasm– Evangelist

Recruit Existing Evangelist

• Are their people already passionate about…– The brand– The product– The service– Their audience

• Recruit them!

Start Now!

• Don’t wait for…– The perfect time– The perfect person– The perfect campaign– The perfect execution

• Right now you are…– LOSING!

Hello. Should We Be Talking?

Bill RiceCEO, Kaleidicowww.kaleidico.combill.rice@kaleidico.com@billrice

Photo Credits• Social Media Landscape (fredcavazza)• Spy Museum Advertisement (catface3)• Monitor (mitch haile)• Prioritize (Christine)• Get in the Game (your pal Matt)• Take Control (takphoto)• Good Defense/Strong Offense (Oriol Gascon)• Know When to Respond (Dunechaser)• Use All Your Media Assets (birgerking)• War Gaming Prepares You (sponng)• Listen Inside First (Brittany G)• Credibility Starts at Home (jacklail)• Experts Lurk Inside (Peter Kaminski)• Recruit Existing Evangelist (Nevada Tumbleweed)• Start Now (LimCK)