Online reputation management (ORM) is a necessity for your business and in some cases for yourself. Smartphone use has rapidly grown and consumers everywhere are now seconds away from discovering what everyone thinks about your business. Unfortunately, this means that a low number of reviews or the presence of vocal and disgruntled customers can instantly impact the perception of your business in a negative way, taking away immeasurable sales or leads. Learn about the various measures that can be taken to prevent injury and what a business can do to recover.

1. Lunch & Learn:
Introduction to
Online Reputation
Management
Presenter: Mathew Simonton
Date: April 10th, 2013
Location: Formic Media

2. About Mathew
• Joined Formic Media in 2012!
• Launched Notevee in college, 2010-2011
• Featured on KillerStartups.com and AppAppeal.com
• Reviewed across smaller app/startup blogs
“Notevee gives users a way to post social notes and hold
conversations on specific topics. Users create conversation
pages. These pages consist of images, video, notes and text
related to a specific topic, event, person or anything else the
user can think of.” -AppAppeal

3. What is Online Reputation
Management?

4. Online Reputation Management – What?
• Building or enhancing a web identity in order to
maintain a positive appearance on the internet
• Maximizing positive and neutral content
• Minimizing negative content
• Removing negative content entirely,
when possible

5. Online Reputation Management – Why?
• Establish identity
• Establish or maintain a positive identity in
the first place
• Guide users away from negative content
• Two types of management
1. Preventative
2. Reactionary

6. Case Study (Preventative)
• Control early Google search results
pages with positive and neutral
content.
• 1st page
• (AdWords ad), official
website, LinkedIn, Facebook,
Twitter, YouTube,
SlideShare, Google+
• 2nd page
• 5-star Yelp page, sites about
participation in local
organizations, listings in
local directories, Flickr
• 3rd page
• Event details, past
volunteering activities, etc.

7. Case Study (Reactionary)
• Background
• Executive in Fortune 500 company receives DUI…
• Mugshot hits the internet… and first page of Google.
• ORM Strategy
• Images. Images, everywhere.
• Professional portraits, etc.
• Image-heavy Channels…
• Pinterest
• 500px
• Flickr

8. Online Reputation Management – How?
• Content, content, and more content.
• Top social networks
• Facebook, Twitter, Google+, LinkedIn
• Videos
• Vimeo, Youtube
• Images
• all major social networks, Pinterest, Instagram,
Flickr, 500px
• Blogging platforms
• blog on website, Blogger, Wordpress, Tumblr
• Microsites
• Google Sites, Weebly, Squidoo
• “About” profile pages
• Flavors.Me, Hi.Im, About.Me
• and more
• Docstoc, Scribd, SlideShare, Quora, etc.

9. Top Social Networks
• Facebook
• Twitter
• Google+
• LinkedIn
• Content
• Images, video, text, engagement with others

10. Videos
• Vimeo
• YouTube
• (Images utilized too)

11. Images
• Pinterest
• Instagram
• Flickr
• 500px
• and all major social networks

12. Blogging Platforms
• Blogger (Blogspot)
• WordPress
• Tumblr
• Company/personal blog on own site

13. Microsites
• Google Sites
• Weebly
• Squidoo

14. “About” Profile Pages
• Flavors.Me
• Hi.Im
• About.Me
• Content…
• Images, text, links

15. Etc.
• Docstoc
• SlideShare
• Scribd
• Quora
• Behance

16. Online Reputation Management – How?
• Monitor and respond to reviews online
• Yelp
• Google Places/+
• Yahoo!
• CitySearch
• Merchant Circle, etc.
• Monitor and respond to comments online
• Twitter
• Encourage clients/customers to review
• Have your own testimonials and case
studies pages on your website
• Traditional media outreach

17. Online Reputation Management – How?
• ACTIVELY creating content
• Regularly updating social platforms
• New images, new videos, new text updates, etc.
• ENGAGING others
• Engaging users across social media and blogging
platforms
• Taking action IRL
• Noteworthy, press-worthy actions
• Exploiting press releases, additional coverage
by other online users, etc.

18. Online Reputation Management – How?
ADVANCED
• Exploiting search engines
• Ex. Employing others to conduct searches in
order to trick engines into believing certain
organic trends. This can be done via business
employees, family & friends, or for-hire
individuals
• Ex. Utilizing multiple connections by yourself
(via proxies, other remote connections, etc.) and
conducting searches in order to trick engines into
believing particular organic trends.

19. Online Reputation Management – How?
ADVANCED

20. Online Reputation Management – How?
ADVANCED

21. Online Reputation Management – How?
ADVANCED
• Manipulating social media and its users
• Creation (or purchase) of false social media accounts
• Utilized to directly benefit personal or company account
• Utilized to influence real users
• Example
• Mass creation of false social media accounts and other fake
identities online in order to enhance reputation and influence
other users

22. Tools
• Google Alerts
• Keep an eye out for negativity.
• Google Analytics
• Are people searching for negative things finding their way to
your site?
• Where are they going on your site?
• Google Blog Search
• Keep an eye on the blogosphere
• Individual social media searches
• Ex. What are people on Twitter saying about you or your
business?
• Reverse image search
• TinEye, Google Image search, etc.
• Review monitor and multi-location monitors.
• Revinate, Chatmeter, etc.
• TweetDeck to monitor tweets
• Agency ()

23. Google Alerts
• Keep an eye out for yourself and your business

24. Google Analytics
• Are people searching for negative things finding their way to
your site?
• Where are they going on your site?

26. Google Blog Search
• Keep an eye on the blogosphere
• Or, run a site-specific search for a blogging site.
• site:blogspot.com “company name”

27. Individual Site and Social Media Searches
• What are people on Twitter, etc. saying about you
or your business?

28. TweetDeck

29. Reverse Image Search
• Where else is that image?
• TinEye
• (Reverse) Google Image Search

30. Review Monitoring Tools
• Chatmeter
• Revinate

31. Review Monitoring Tools

32. Example – Dr. Sagun Tuli (Reactionary)
• Patient’s husband writes a blog detailing his ordeal
after his wife suffered a stroke after the operation
• The doctor, Dr. Sagun Tuli, sues the patient’s husband.
• The Boston Globe runs a front-page story about the
situation.
• Ends up on 1st page of Google results too.
• Link to the Boston Globe story is now found 7 pages
down in search results, according to Kevin Pho of
KevinMD.com, behind…
• Numerous personal websites
• Social media profiles
• Blog posts / articles

33. Example – Pepsi India (Reactionary)
• Pepsi India copied material
by artist Akshar Pathak
• Near-instantly received
50+ shares, 150 likes,
and 20+ users
commenting on the
infringement
• Pepsi near-instantly
deleted the content and
quickly issued an apology
to the artist.

34. Lunch & Learn
Thank you!
Tools at FormicMedia.com/ORM-Tools
Questions?
Contact John McPhee for more information
JohnM@formicmedia.com
503.517.9059 x122