Managing Online Reputations During a Crisis
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Transcript of Managing Online Reputations During a Crisis
1The Lukaszewski GroupA Division of Risdall Public Relations
Managing Online Reputations During a Crisis
Protect and Manage Clients’ Online Reputation with Curated Search
Results
2The Lukaszewski GroupA Division of Risdall Public Relations
Introductions
Jim Lukaszewski
James Alexander
James E. Lukaszewski (loo ka SHEV skee) is an expert in preventing, managing, and reducing crisis and contention. He counsels company leaders facing serious internal and external problems. His broad-based experience ranges from media-initiated investigations to product recalls and plant closings, from criminal litigation to takeovers. He guides management through the resolution of corporate problems and bad news.
James Alexander is a guy with two first names. He founded Vizibility in 2009 when he discovered Google thought he didn’t exist. Today Vizibility helps tens of thousands of people package and share their online identities. In 1995 he co-founded eWatch, the first social media monitoring service which was later acquired by PR Newswire. James holds an MBA from Oxford and has been awarded 11 patents, several for search technologies he developed while at Adobe and Vizibility.
3The Lukaszewski GroupA Division of Risdall Public Relations
Agenda
• Five Reasons to Care• Examples of Recent Online Crises & Mistakes• Do People Really Care? Some Trends• Preemptive Crisis Management - Three Best Practices• Online Reputation Management – Three Techniques• Leveraging Search to Your Advantage• Leveraging Google Adwords for Page 1 Placement• Q&A
4The Lukaszewski GroupA Division of Risdall Public Relations
Five Reasons to Care
1. There are more than 1 billion people on Facebook and other social networks capable of instantly discussing your client’s company, products, and competitors.
2. Everyone is his or her own publisher. Rumors and unattributed information are being spread easily and without recourse.
3. There are no editors in Cyberspace.4. Worldwide audiences can be reached instantly,
directly, and unfiltered.5. Most journalists now live on-line every day; many
search for scoops.
5The Lukaszewski GroupA Division of Risdall Public Relations
What’s the Impact?
• Creates doubt about company in minds of consumers and vendors
• Damaged reputation• Decrease / Increase market cap• Lawsuits• Lower sales• Lowers morale• Makes recruitment difficult• People with no credentials get power
6The Lukaszewski GroupA Division of Risdall Public Relations
So What?
1. Attack strategies can build huge, diverse audiences quickly.
2. Sites remain long after problems are resolved.
3. Attacks raise questions among key base audiences that must be answered, in any event.
4. Failing to respond can be toxic to your reputation.
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7The Lukaszewski GroupA Division of Risdall Public Relations
Examples of Recent Attacks/Mistakes
http://www.aquasana.com/images/bottlecounter.jpg
Seal Hunthttp://earthfirst.com/wp-content/uploads/2009/04/nestle-boycott.jpg
8The Lukaszewski GroupA Division of Risdall Public Relations
19% The increase a restaurant will see with positive ratings on Yelp
Do People Really Care? Some Trends…
• http://are.berkeley.edu/~jmagruder/Anderson%20and%20Magruder.pdf • http://www.abc15.com/dpp/news/national/study-positive-ratings-on-yelp-can-increase-a-restaurants-business-by-19-percent• http://www.searchinfluence.com/2012/02/online-reviews-advertising-influence/• http://www.positivearticles.com/Article/Online-Reviews-Influence-Purchasing-Behavior/48881
82% Consumers who say purchase decisions impacted by user reviews
55% Consumers who say they are more influenced by user ratings more than online advertising
9% Online contributors which produce 80% of user generated content
9The Lukaszewski GroupA Division of Risdall Public Relations
Preemptive Crisis Management – 3 Best Practices
1. Monitor
2. Neutralizing Internet Crises
3. Prepare Your Organization
• Subscribe to a service• Do it internally• The boss’ son (or a
relative• Not worth the effort
Filtering
Emotionally Charged DiscussionRelevant Discussion
Sentiment Distribution
10The Lukaszewski GroupA Division of Risdall Public Relations
Preemptive Crisis Management – 3 Best Practices
1. Monitor
2. Neutralizing Internet Crises
3. Prepare Your Organization
• Remain calm (manage your assumptions)
• Assess Your Situation/Threat Reality Check→ Diagnose
→ ID problem→ Assess threats→ Inform key publics
→ Investigate→ Examine Options→ Respond
11The Lukaszewski GroupA Division of Risdall Public Relations
Preemptive Crisis Management – 3 Best Practices
1. Monitor
2. Neutralizing Internet Crises
3. Prepare Your Organization
• Establish a Social Media Action Response Team (SMART) to deal with issues that arise
• Protect your brands by registering them across key sites
• Develop in-house social media expertise
• Always follow rules of conduct for each social media site
• Train executives and staff on social media engagement policies
• Leverage social media in context of broader strategy
• Have curated Google searches ready to deploy with top hot button issues.
12The Lukaszewski GroupA Division of Risdall Public Relations
Being Prepared– Three Techniques for ORM
1. Suppression→ A technique by which search engine results are manipulated
by creating and publishing new content that is (hopefully) deemed more relevant for select search terms. If successful, this new content ‘suppresses’ the undesirable search results to later pages.
2. Elimination→ A technique by which website operators, hosting companies,
etc. are asked to remove undesirable content.3. Curation and Promotion
→ A technique by which search queries are pre-built and distributed online via buttons, links, QR codes, Adwords, etc. In some instances, specific search results can be selected, ranked and shown first.
13The Lukaszewski GroupA Division of Risdall Public Relations
Leveraging Search to Your Advantage
14The Lukaszewski GroupA Division of Risdall Public Relations
Leveraging Search to Your Advantage
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Leveraging Search to Your Advantage
Verified search results enable you pick and rank up to
five results you want to show first.
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Leveraging Search to Your Advantage
Steer Results with a re-built Google Searches for:→ People→ Subjects→ Companies→ Brands
Two Ways to Do It→ DIY: Develop the desired search string in combination with a URL shortener like
Bit.ly or Goog.→ Outsource: 3rd parties like Vizibility have tools manage, track and change curated
searches without having to change the short URL
Case StudyAn attorney who was disbarred 20 years ago gets reinstated. The disbarment notice still ranks high when Googling him. Building a curated search excluding his middle initial removes the disbarment notice from his results.
18The Lukaszewski GroupA Division of Risdall Public Relations
Curate and Verify Your Google Results - Vizibility
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Leveraging Google Adwords for Page 1 Placement
When it’s critical to get page one placement, a Google ad can deliver impressions and clicks.
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Q & A
21The Lukaszewski GroupA Division of Risdall Public Relations
Managing Online Reputations During a Crisis
Protect and Manage Clients’ Online Reputation with Curated Search
Results