Essentials of Online Reputation Management There’s a conversation going on about your company or clients. Do you know what is being said? Are you participating in the conversation? Today’s viral world means those conversations are open to far more people, and they grow far more quickly, than ever before. You can’t afford to ignore them. Neal Linkon, who manages interactive marketing for Northwestern Mutual, will discuss how companies can manage their online reputation, explain how and when to join the conversation, and share case studies that show when online reputation management has been done well – and not so well.

1. Managing Your Online Reputation Neal Linkon Assistant Director, Internet Marketing Northwestern Mutual

2. Listen and learn Listen, learn and participate Wander over to the cooler and get drunk alone There’s a Conversation Going On

3. So, What Would You Do?

4. Started with Cell Phone Video

5. Motrin Moms “We feel your pain.”

6. “…we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted.” “It’s not OK for people to use altered versions of your logos, but it’s OK for you to alter the face of Indonesian rainforests? Wow!” Nestle’s Use of Palm Oil

7. United Breaks Guitars

8. Can You Guess What “The Pony” Is?

9. Monitor Yourself

10. What’s Deleted Still Exists ***ing

11. Hackers exploited a vulnerability in Amazon.com, causing all books by gay, lesbian, bisexual and transgender authors to disappear Thousands commented on Twitter, Facebook that Amazon had made the authors unavailable deliberately Amazon didn’t attempt to explain the glitch for two days Even Amazon Falls Victim

12. What If BA Wasn’t Listening?

13. Nobody is Listening Too Often Deloitte study, Sept. 2010

14. Track/monitor: Have a system for listening to what people are saying Evaluate/interpret: Decide what, if anything, to do about/with it Act/engage: Respond, reply as appropriate Steps to Good Reputation Management

15. Google Alerts (google.com/alerts) Yahoo Alerts (alerts.yahoo.com) TweetBeep Social Mention BlogPulse Keotag Twazzup Free Tracking Tools

17. Not fostering a community Astroturfing Trying to respond to every criticism Treating all feedback the same Forgetting that respect and trust is earned Biggest Mistakes in Managing an Online Reputation

18. Your Community Will Come to Your Rescue

19. Not fostering a community Astroturfing Trying to respond to every criticism Treating all feedback the same Forgetting that respect and trust is earned Biggest Mistakes in Managing an Online Reputation

20. Don’t Overreact

21. Not fostering a community Astroturfing Trying to respond to every criticism Treating all feedback the same Forgetting that respect and trust is earned Biggest Mistakes in Managing an Online Reputation

22. Respond Positively

23. Good Response Earns Good Response

24. Behave like a good guest Best policy I’ve ever seen: Respect & Trust is Earned Don’t be stupid!

26. Questions, Comments? Neal Linkon neal8387@hotmail.com