How To Survive An Online Community Reputation Horror Story: The Guidespot.com Experience
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Transcript of How To Survive An Online Community Reputation Horror Story: The Guidespot.com Experience
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How to Survive an Online Community Horror Story
The Guidespot.com Experience
Alexandra Friedman - @alexfriedman
Facebook.com/Guidespot - @Guidespot
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Agenda
• Online Reputation Management (ORM) Basics
• Unique ORM Case Study: Guidespot.com
• The Bob Muntz Experience & Management Lessons
• Did You Mean: Guideposts & Management Lessons
• The Flickr Photo Tsunami & Management Lessons
• Layout Sucks A**: Social Media Comments & Management Lessons
• Guidespotter Gone Social Subbing Crazy & Management Lessons
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• Online reputation management is needed because of user generated media
• Monitor what is being said about your brand or product, asses the risk, and then react or ignore
• Well-known tools for basic ORM: Google Alerts, Twitter, Social Mention, Technorati, Feeds, and Google Search
Online Reputation Management
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A free content platform for a community publishing user generated content, where you can build a guide on anything. Combine local listings, maps, text, links, photos, & videos all in one place, and share with your friends or family.
- Built with Ruby on Rails
- Maturing and supported social community
- Over 12,700 guides
- Significant online social presence
- Substantial incoming social traffic and sharing
- Effective & natural SEO, and no SEM campaigns
What is Guidespot.com?
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• Troll: Disruptive, left uncomfortable comments, and spammed users demanding votes and comments
• Received most complaints
• New Muntz-related trolls developed
• High Google rankings for Muntz and Guidespot
• IP address of Muntz & similar trolls tracked to internal employee
The Bob Muntz Experience
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• Reputation was challenged within our own community
• Manage complaints and acknowledge concern• Be transparent in communication• If I knew then, what I know now:
- Moving forward: Trust intuition, act fast
- Community guidelines in place at launch
- Develop ghost user feature for trolls
- User activity bread crumbs & warnings
- Internal mandatory social media policies
The Bob Muntz Management Lessons
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The First Six Months• Google’s search results recommend Guideposts, the
largest circulated religious-based magazine
• ORM challenges:
- Search misspellings
- High bounce rate and wrong target reach
- Lacks optimization, fresh content & activity
- Organic optimizing is not immediate
Did You Mean: Guideposts?
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• Identity issues within the largest reputation engine• Seed organic content before and after launch• Active site users interacting and updating content• If I knew then, what I know now:
- Faster internal content jump-start & maintenance
- Extremely active daily blog b/a launch
- Social brand domination & activity b/a launch
(Twitter, Facebook, Myspace, etc.)
- Submit to directories ASAP
- Vivid social sharing tools
Did You Mean: Guideposts?Management Lessons
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• Flickr user became a Guidespot hater
- Emailed 100 photographers
- Created multiple forum posts
- Emailed demands to Guidespot HQ
- Emailed and insulted Guidespotters
• Immediate backlash was short term
- Blog post moderation
- Flickr Forum moderation
- Response to photo removal requests
The Flickr Photo Tsunami• New Layout = linkbacks to where photos were used online
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• Reputation was challenged within largest photo collaboration site online
• Manage complaints and fulfill requests within 24 hours
• React and be transparent – Connect
The Flickr Photo TsunamiManagement Lessons
• If I knew then, what I know now:
- Community guidelines in place at launch
- “Request Permission” pop-up reminders
- Incorporate auto photo-credit below image
- Admin photo removal capabilities
- Links to CC or purchased stock photos
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Layout Sucks A**: Social Media Comments
• ORM limits within Piranha-like social media platforms
• Massive traffic was shadowed by complaints about layout
• Popular guide on social media ignited negative user experience
• Success improves SEO, but risk = what potential users will read
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Layout Sucks A**: Social Media CommentsManagement Lessons
• Reputation was challenged within multiple outlets:
- Largest traffic to Guidespot - Social media users
- Natural search users looking for an outlet
- Highlights layout and not the product or content
- Internal morale – Hard not to take personally
• Do not reply to the comment, or have others do it for you
• Privately contact negative commenters and ask for input
• Moving Forward: Distinguish patterns, address comments on site blog, who is the site for – user or reader?
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• Authors want traffic and overuse social sharing buttons
• Most over-subbers are businesses trying to get into social or traffic
• Others sub trying to make a mark
• Over-submitting hurts both of us:
- Domain looks like spam
- Can hurt a business’s ORM
Guidespotter Gone Social Subbing Crazy
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• Reputation was challenged within social platform
• Interact with the author about their content
• Fly-out next to share buttons with info and links
• If I knew then, what I know now:
- Community guidelines in place at launch
- Social sharing guides in place at launch
- “How-to” traffic building guides in place at launch
Guidespotter Gone Social Subbing CrazyManagement Lessons
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Thank You!
www.guidespot.com - Facebook.com/Guidespot - @guidespot
Alexandra Friedman – [email protected] - @alexfriedman