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Presenter:
Jonathan
Bernstein
Bernstein Crisis Management
Sponsored by
Emergency Notification and
Incident Management Soft...
Sponsored by
Smarter Crisis Communication
Emergency Notification
Incident Management
Online Crisis Command Center
Mobile C...
Presenter:
Jonathan Bernstein
President, Bernstein Crisis Management
One of 22 individuals nationwide “who should
be on th...
These presentation slides are part
of a recorded webinar. To watch
the video, visit
www.missionmode.com/webinars
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein6
• Sources of online th...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein7
2+ Billion Internet us...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein8
The I-Reporter
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein9
The I-Reporter
Anyone ...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein10
Sometimes motivated b...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein11
The I-Reporter
If the...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein12
Other Sources of Onli...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein13
ORM Terms
• Website
•...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein14
Website
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein15
Blog
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein16
Wiki
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein17
Social Media
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein18
Points of Presence
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein19Reputation Combat: Pro...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein20
• Trade association a...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein21
ORM Strategy
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein22
ORM Strategy
1. Accep...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein23
ORM Strategy
2. Monit...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein24
ORM Strategy
3. Crise...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein25
ORM Strategy
4. In th...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein26
ORM Strategy
5. Infor...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein27
ORM Strategy
6. Don’t...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein28
Safeguards
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein29
Safeguards
Put someon...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein30
Safeguards
Don’t rely...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein31
Safeguards
Copyright ...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein32
Safeguards
Have rapid...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein33
Internet Critics
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein34
Dealing with Internet...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein35
Dealing with Internet...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein36
Education and Reorien...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein37
The Role of SEO in ORM
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein38
The Role of SEO in OR...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein39
The Role of SEO in OR...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein40
The Role of SEO in OR...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein41
Who Ya Gonna Call?
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein42
Who Ya Gonna Call?
NO...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein43
Who Ya Gonna Call?
PR...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein44
Who Ya Gonna Call?
Us...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein45
Manager’s Checklist
T...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein46
Manager’s Checklist
C...
Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein47
Manager’s Checklist
V...
Sponsored by
Smarter Crisis Communication
Emergency Notification
Incident Management
Online Crisis Command Center
Mobile C...
These presentation slides are part
of a recorded webinar. To watch
the video, visit
www.missionmode.com/webinars.
Reputation Combat: Protecting Your Company's Online Reputation
Reputation Combat: Protecting Your Company's Online Reputation
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Reputation Combat: Protecting Your Company's Online Reputation

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A single person can attack your corporation's reputation, armed with nothing more than a computer or mobile phone. Within minutes, the news can spread to thousands or even millions of people, and the damage is done. No advance warning, no time to react. Noted crisis communications expert Jonathan Bernstein will help you understand online reputation management (ORM) and learn how to defend your company against threats.

Publicado en: Empresariales, Tecnología
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Reputation Combat: Protecting Your Company's Online Reputation

  1. 1. Presenter: Jonathan Bernstein Bernstein Crisis Management Sponsored by Emergency Notification and Incident Management Software
  2. 2. Sponsored by Smarter Crisis Communication Emergency Notification Incident Management Online Crisis Command Center Mobile Crisis Communication www.missionmode.com info@missionmode.com
  3. 3. Presenter: Jonathan Bernstein President, Bernstein Crisis Management One of 22 individuals nationwide “who should be on the speed dial in a crisis.” (PR Week)
  4. 4. These presentation slides are part of a recorded webinar. To watch the video, visit www.missionmode.com/webinars
  5. 5. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein6 • Sources of online threats • Online reputation management terms • Examples of threats • ORM strategy • Safeguards • Dealing with Internet critics • Education and reorientation • The role of search engine optimization Online Reputation Management (ORM)
  6. 6. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein7 2+ Billion Internet users 5 Billion Internet-connected devices 800 million Facebook users 100 million Twitter users 150 million blogs More powerful than any newspapers or TV stations… and no one owns it. Photographer: James Cridland
  7. 7. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein8 The I-Reporter
  8. 8. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein9 The I-Reporter Anyone who chooses to share information on the Internet, regardless of its accuracy.
  9. 9. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein10 Sometimes motivated by commercial gain, more often by ego Goal – page 1 of a Google search, or visibility on websites The I-Reporter
  10. 10. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein11 The I-Reporter If they sound credible, they are credible. 90% of today’s crises involve I-Reporters.
  11. 11. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein12 Other Sources of Online Threats • Traditional media available globally, 24/7 • Gov’t agencies, NGOs, think tanks, research firms, citizen and consumer groups – all busy posting online Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein12
  12. 12. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein13 ORM Terms • Website • Blog • Wiki • Social media • Points of Presence • Search Engine Optimization (SEO)
  13. 13. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein14 Website
  14. 14. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein15 Blog
  15. 15. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein16 Wiki
  16. 16. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein17 Social Media
  17. 17. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein18 Points of Presence
  18. 18. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein19Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein19 Search Engine Optimization (SEO)
  19. 19. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein20 • Trade association attacked • Financial services company investigated • Public school board criticized by parents • Manufacturers threatened by government report • Dissatisfied customer spreads negative information Examples of ORM Threats
  20. 20. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein21 ORM Strategy
  21. 21. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein22 ORM Strategy 1. Accept the 50% rule.
  22. 22. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein23 ORM Strategy 2. Monitoring critics is essential.
  23. 23. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein24 ORM Strategy 3. Crises can’t be completely contained.
  24. 24. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein25 ORM Strategy 4. In the absence of communication, rumor and innuendo will always fill the gap.
  25. 25. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein26 ORM Strategy 5. Information security is more important than ever.
  26. 26. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein27 ORM Strategy 6. Don’t rely only on Web-based tactics.
  27. 27. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein28 Safeguards
  28. 28. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein29 Safeguards Put someone in charge of intelligence gathering and responding.
  29. 29. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein30 Safeguards Don’t rely on others to protect your reputation.
  30. 30. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein31 Safeguards Copyright everything.
  31. 31. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein32 Safeguards Have rapid-response systems in place.
  32. 32. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein33 Internet Critics
  33. 33. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein34 Dealing with Internet Critics The C-Factor
  34. 34. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein35 Dealing with Internet Critics Timing
  35. 35. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein36 Education and Reorientation It’s critical that: • The C-Suite receives “ORM 101” training. • All employees understand their role in ORM.
  36. 36. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein37 The Role of SEO in ORM
  37. 37. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein38 The Role of SEO in ORM What do you want found on page 1 of a Google search?
  38. 38. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein39 The Role of SEO in ORM Relevant, fresh content and links are always key SEO factors
  39. 39. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein40 The Role of SEO in ORM Multiple points of presence (POPs) can mean multiple, highly visible Google results.
  40. 40. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein41 Who Ya Gonna Call?
  41. 41. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein42 Who Ya Gonna Call? NOT marketing or IT. Give PR the lead.
  42. 42. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein43 Who Ya Gonna Call? PR usually understands the Internet, and they care about your rep more than anyone.
  43. 43. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein44 Who Ya Gonna Call? Use other experts to provide critical services. Online tools for crisis communications and monitoring reputation.
  44. 44. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein45 Manager’s Checklist The number of Internet users is huge and growing exponentially. The Internet is essentially the world’s largest newspaper—one with writers who usually have no professional or ethical restraints.
  45. 45. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein46 Manager’s Checklist Critical management skills: • Understand the potential of the Internet for good or evil. • Be familiar with Internet terms.
  46. 46. Reputation Combat: Protecting Your Company’s Online Reputation ©Copyright 2011, Jonathan Bernstein47 Manager’s Checklist Virtually all crises have an Internet component. Many are completely Internet-driven. Rapid response is critical to effective Internet communications, and that requires advance preparation.
  47. 47. Sponsored by Smarter Crisis Communication Emergency Notification Incident Management Online Crisis Command Center Mobile Crisis Communication www.missionmode.com info@missionmode.com
  48. 48. These presentation slides are part of a recorded webinar. To watch the video, visit www.missionmode.com/webinars.

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