Radically Transparent helps you keep track of the latest online reputation management trends and keep up to date with tactics for monitoring and engaging social media.

1. RADICALLYRADICALLY
TRANSPARENT:TRANSPARENT:
Monitoring and ManagingMonitoring and Managing
Reputations OnlineReputations Online
by: Cheryl Estorgioby: Cheryl Estorgio

3. ONLINE REPUTATIONONLINE REPUTATION
MANAGEMENTMANAGEMENT
ORMORM is the process ofis the process of trackingtracking,,
developingdeveloping, and, and managingmanaging your onlineyour online
reputation so that you are prepared forreputation so that you are prepared for
good (and bad)good (and bad) consumer-consumer-
conversation.conversation.

4. DIFFERENCE BETWEENDIFFERENCE BETWEEN
SEO & ORMSEO & ORM
SEOSEO- suited for reputation- suited for reputation
resuscitation, fixes the problem andresuscitation, fixes the problem and
works with Search Engines.works with Search Engines.
ORMORM-preventive measure, prevents-preventive measure, prevents
it, and engages people.it, and engages people.

5. SOCIAL MEDIA WORLDSOCIAL MEDIA WORLD
SOCIAL MEDIA-SOCIAL MEDIA- online toolsonline tools andand
platformsplatforms that allow internet users tothat allow internet users to
collaboratecollaborate on content,on content, shareshare insightsinsights
and experience andand experience and connectconnect business orbusiness or
pleasure.pleasure.

7. RADICALLY TRANSPARENTRADICALLY TRANSPARENT
-- beingbeing openopen andand honest onlinehonest online,,
admittingadmitting mistakesmistakes ,, engagingengaging
stakeholdersstakeholders in discussion about youin discussion about you
and your brands and evenand your brands and even revealingrevealing
your internal process.your internal process.

8. WHY REPUTATIONWHY REPUTATION
MANAGEMENT ANDMANAGEMENT AND
MONITORING?MONITORING?

10. WHAT SKILLS DO I NEED?WHAT SKILLS DO I NEED?
Content is KingContent is King ,, so you need to….so you need to….
 WriteWrite
 Take photosTake photos
 Create online videos and podcastCreate online videos and podcast
 many more….many more….

12. UNDERSTANDING YOURUNDERSTANDING YOUR
ONLINE REPUTATIONONLINE REPUTATION

13. YOUR WORLD IS NOWYOUR WORLD IS NOW
RADICALLY TRANSPARENTRADICALLY TRANSPARENT
The switch from traditional media andThe switch from traditional media and
corporate monologues on websites tocorporate monologues on websites to
social media on the internet makes everysocial media on the internet makes every
internet user ainternet user a JOURNALIST.JOURNALIST.
Ex. JetBlue Airways Hits Bumpy AirEx. JetBlue Airways Hits Bumpy Air

14. EVEN BACK IN 2001EVEN BACK IN 2001

15. It’s just easier now and…It’s just easier now and…

16. ……News travels faster andNews travels faster and
further.further.

18. CITIZEN JOURNALISTSCITIZEN JOURNALISTS
 Internet usersInternet users who contribute theirwho contribute their
perspective byperspective by posting, writing, images orposting, writing, images or
videos to online blogs, forums andvideos to online blogs, forums and
websites.websites.
 Can beCan be B2B customers, consumers,B2B customers, consumers,
prospects, or any stakeholdersprospects, or any stakeholders ..

19. PEOPLE PAPARAZZIPEOPLE PAPARAZZI
 Are thoseAre those citizen journalistscitizen journalists who takewho take
photos or videos and upload withoutphotos or videos and upload without
subjects permission.subjects permission.

20. PEOPLE POWERPEOPLE POWER

21. Why Care About Reputation Management?Why Care About Reputation Management?

22. Ignorance is throwing moneyIgnorance is throwing money
awayaway

23. FROM MINIMALLYFROM MINIMALLY
TRANSPARENT TOTRANSPARENT TO
RADICALLYRADICALLY
TRANSPARENTTRANSPARENT
The web ushered in an era ofThe web ushered in an era of
corporate transparency.corporate transparency.

24. Blogger Heather Armstrong-Blogger Heather Armstrong-
Dooce.comDooce.com
--that was the age of minimalthat was the age of minimal
transparency- now “transparency- now “the good oldthe good old
days”days”
- “open kimono”- “open kimono”

25. Chapter 2:Chapter 2:
YOU DON’T OWNYOU DON’T OWN
YOUR COMPANY’SYOUR COMPANY’S
REPUTATIONREPUTATION

26. DELL’S HELLDELL’S HELL
““I just got a newI just got a new Dell laptopDell laptop and paid aand paid a
fortune for the four year, in home service.fortune for the four year, in home service.
The machine is a lemon and the service isThe machine is a lemon and the service is
a lie.a lie. DELL SUCKS! DELL LIES.DELL SUCKS! DELL LIES. PutPut
that in your Google and smoke it, Dell!”that in your Google and smoke it, Dell!”
- Jeff Jarvis, Buzzmachine.comJeff Jarvis, Buzzmachine.com
- June 21,2005June 21,2005

27. ARE PREPARED FOR AARE PREPARED FOR A
CRISIS?CRISIS?
Does your company have a crisisDoes your company have a crisis
communication plan that includescommunication plan that includes
responding to online attacks? If yourresponding to online attacks? If your
business were to face an online assault tobusiness were to face an online assault to
its reputation, how would you react?its reputation, how would you react?

28. Your ReputationYour Reputation
Management Strategy:Management Strategy:
The first step is toThe first step is to ListenListen..
Measure

29. LEVELS OF CUSTOMERLEVELS OF CUSTOMER
ENGAGEMENTENGAGEMENT
Internal changesInternal changes
RespondRespond
DialogueDialogue
ListenListen
IgnoreIgnore

30. America's Most AdmiredAmerica's Most Admired
Companies (Fortune 2008)Companies (Fortune 2008)
Apple: The New No. 1Apple: The New No. 1
1.1. AppleApple
2.2. Berkshire HathawayBerkshire Hathaway
3.3. GEGE
4.4. GoogleGoogle
5.5. ToyotaToyota
6.6. StarbucksStarbucks
7.7. FedExFedEx
8.8. Procter & GambleProcter & Gamble
9.9. Johnson & JohnsonJohnson & Johnson
10.10. Goldman SachsGoldman Sachs

31. Where do we start?Where do we start?

32. But where do yourBut where do your
customers go?customers go?

33. Should you follow Twitter?Should you follow Twitter?
Ad WeekAd Week said every one is talkingsaid every one is talking
about it.about it.

34. Or a large, relevant nicheOr a large, relevant niche
group?group?

35. Where are people talkingWhere are people talking
about us?about us?
 Search about your company:Search about your company:
1.1. Company NameCompany Name
2.2. Company URLCompany URL
3.3. ProductsProducts
4.4. Public Facing EmployeesPublic Facing Employees
5.5. Competing ProductsCompeting Products
6.6. DescriptionsDescriptions
 Company Name + sucksCompany Name + sucks
 Company Name + rocksCompany Name + rocks
 Company Product + review + sucksCompany Product + review + sucks

36. Mindset Shift is RequiredMindset Shift is Required
*An exaggeration

37. Negative Comments?Negative Comments?
Be Transparent & Honest.Be Transparent & Honest.

38. Take Always…Take Always…

39. ““It’s time to grab that empty glass, place theIt’s time to grab that empty glass, place the
open end to the wall of cyberspace and putopen end to the wall of cyberspace and put
your corporate ear to the other.”your corporate ear to the other.”
Thank you!Thank you!
CHERYL ESTORGIOCHERYL ESTORGIO
Senior SEO SpecialistSenior SEO Specialist
www.cherylestorgio.comwww.cherylestorgio.com
February 6, 2009February 6, 2009

40. ReferencesReferences
Radically TransparentRadically Transparent
-Online Reputation Management
Book by Andy Beal and Judy
Strauss.