Introduction to online reputation management. Learn the critical elements and foundational building blocks of defending and promoting you brand online.

1. Online Reputation
Management
Are you prepared? Can you recover?
Bill Rice - @billrice
Kaleidico.com

2. Map the Battlefield

3. Take Inventory
• What has been said?
• Who has said it?
• Where has it been said?
• What is the good?
• What is the bad?
• Prioritize

4. Monitor
• Start listening
– RSS Reader
– Google Alerts
– Search Twitter
– FriendFeed
– LinkedIn
– Facebook
• What am I missing?

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

6. Get in the Game
• Engage:
– Contribute
– Build relationships
– Give back
• Be a producer:
– Add expertise
– Add insight
– Join the community

7. Take Control
• Make your website:
– More accessible
– More interesting
– More interesting
• Be authoritative for:
– Company name
– Brands
– Products
– Key personnel

8. A Good Defense is a Strong
Offense
• Anticipate
• Be preemptive
• Centers of influence
• Build audience (army)
• Vet and recruit
• Train and motivate

9. 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

10. 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)

11. War Gaming Prepares You
• What would you do?
• Look for examples
• Watch others handle
crisis

12. Listen Inside First
• You might be surprised
• Big damage is often
– Self-inflicted
– Ignorance induced
• Do you have guidance?
– Social media policy
– Communications policy

13. 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

14. Experts Lurk Inside
• Early focus on…
– Listening
– Training
– Awareness
• Will probably turn up…
– Expertise
– Enthusiasm
– Evangelist

15. Recruit Existing Evangelist
• Are their people already
passionate about…
– The brand
– The product
– The service
– Their audience
• Recruit them!

16. Start Now!
• Don’t wait for…
– The perfect time
– The perfect person
– The perfect campaign
– The perfect execution
• Right now you are…
– LOSING!

17. Hello. Should We Be Talking?
Bill Rice
CEO, Kaleidico
www.kaleidico.com
bill.rice@kaleidico.com
@billrice

18. 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)