Bend WebCAM

Hybrid Track: Online Reputation with Conrad Saam and Todd Friesen

September 30th, 2011

By: Wendy Roe

Session Hashtag: #onlinerp

TOPIC:
Reputation management is hot button and major issue in online marketing today. Protecting your brand online is a challenge and requires some very specific strategies, including SEO, PR, PPC and Social Media. Online Reputation Management is only getting harder as more and more people are discovering how easy it to publish their own content online as well as contributing UGC to complaints boards and popular blogs. Cleaning up the mess and protecting you reputation going forward is an ongoing project.  Speakers are: Todd Friesen (Director of SEO of Performics, Conrad Saam (Director of Marketing at UrbanSpoon) and moderated by Meg Thompson (Rimm-Kaufman Group, formerly AudetteMedia)

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Conrad’s up first and is jumping into case studies of BAD online reputation examples.

  1. Joseph’s Rakofsky’s 1st Degree murder trial that’s mistrial because of an incompetent lawyer…oh boy, the online media went wild. Now, when you search…over 100 blog posts all come up with bad press.
  2. Think Geek vs. The National Pork Board
  3. Mint vs. Quicken
  4. Self Inflicted Online Reputation
First things first, do a GOOGLE SEARCH for your name.  What shows up for your name?  Try LinkedIn next to search for your name.  The Name Curve give you an idea of how competitive your name is based off of how common your name is.  Ex: A lawyer named Tom Brady; a real doctor called Harry Potter.  (true stories…How do you optimize for that!?)
How to Dominate Name Search?
  1. Linked In
  2. Facebook
  3. Vertical Search Engines
  4. Twitter
  5. Google Profiles
  6. Quora
47 U.S.C. Section 230 (c) (1)
“No provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider.”
The Future: Anti-SLAPP Legislation
The Streisand Effect: “The more you try to censor information online, the more popular it becomes.”
Responding to Negative Reviews
  1. Apologize for their experience
  2. Validate that customer service is important
  3. Give them something or offer the ability to contact directly
  4. In other words: Own it, Personalize It, Make it Right, Be Accessible
“If you are going to complain, complain quietly and privately and leave your lawyer at home.  Lots of publishers will listen to you…”  - Conrad Saam
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Todd Friesen’s up next…
The Ideal SERP:
  1. Paid Media: Social, Mobile Ads, PPC, Contextual/Site Targeting
  2. Owned Media: Native Site SEO, Video, Social, Blogs, Local
  3. Earned Media: Video, Social Blogs, Local, UCG
Questions and Stats:

Todd Friesen on Online Reputation Management

Why you need to manage your reputation?
  1. 90% of consumers trust reviews and recommendations of other consumers.
  2. 83% of companies will experience an event that will impact share price negatively.
  3. 58% of searchrs will visit a competing website after viewing a negative review
  4. 81% of consumers research online prior to a purchase
  5. 30% of consumers have left feedback/review online
  6. 87% of people believe a CEO’s reputation reflects the companies reputation
  7. 78% of executive recruiters research a candidate online (before they pick up the phone or read your resume)
  8. 35% of executive recruiters have rejected a candidate based on search results
How Bad Is It?  Check out Ripoff Report
439K URLS in Google contain the word “sucks’; 126K URLS in Google contain the word “boycott.”  Google has become the picket fence of the times.
Effective Strategies
  1. Regularly post to a corporate blog
  2. Blog/News on a subdomain (it’s the easiest thing to displace negative results)
  3. Get Profiles and content for: Flickr, LinkedIn, YouTube, Twitter, Facebook, Wikipedia, Daily Motion, Squid, Scribd, WordPress
  4. Check out KnowEm to secure your social media profiles.
“Online reputation management is displacing negative results.  Not going to get a lawyer.” – Todd Friesen
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