ORM Project Management Presentation Pubcon 2009
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Transcript of ORM Project Management Presentation Pubcon 2009
Reputation Management
Project ManagementPresented by: John Carcutt
Lets Talk About the Clients!
A Typical ORM Client Profile
• Upset, Angry, Frustrated• Stressed or Panicked• Loosing Money/Business• Needs Immediate Resolution
Because Angry, Frustrated, Panicked and in a Hurry is
Everyone’s Dream Client
Be Brave. Be Prepared.Have a Plan.
A Well Managed ORM Project will Make all the Difference
• Build Confidence• Create a Solid Foundation• Set Proper Expectations• Communication Structure
Confidence Will Calm the Wild Beast.
The Client Already Trusts You
• Trust can be Faith Based• Confidence is Experience Based
More Confidence = Less
Be Their Light at the End of the Tunnel.
ORM Foundation: Target Term(s)
Where is the Problem?
• The Clients Observations• Variations on Terms• Capitalization?• ORM Longtail Issues?
Capitalized Lowercase
Capitalized Lowercase
Capitalized Lowercase
ORM Foundation: Target Term(s)
Where is the Problem?
• The Clients Observations• Variations on Terms• Capitalization?• ORM Longtail Issues?
ORM Foundation: Get Focus
Personal vs. Brand ORM
• Different Strategies• Different Motivators• Client Involvement Changes
ORM Foundation: Get Focus
ORM Foundation: Get Focus
Personal vs. Brand ORM
• Different Strategies• Different Motivators• Client Involvement Changes
ORM Foundation: Set Parameters
Incorporate Client Considerations
• Legal/Personal Restrictions• Client Participation Levels• Editorial/Branding Considerations• Content Creation & QC
ORM Expectations: Agree on Scope
Which Properties are Involved
• Select Specific Engines• How Many Positions Deep• Plan for Modifications
Agree Prior to Initiation
ORM Expectations: Listing Assessment
Which Listings are Involved?
• Define Listing Types• Positive• Neutral• Negative
• Classify Existing Baseline
ORM Expectations: Timeframe
“When will it all be better?”
• Educate on Timeliness Factors• Position of Negative Listing(s)• Strength of Negative Listing(s)• Budget Considerations
• Give Your Best Estimate
ORM Expectations: SERP Evaluation
Positive
Negative
Positive
Neutral
Neutral
Negative
Positive
Positive
Neutral
Neutral
Positive
Neutral
Positive
Negative
Neutral
Negative
Negative
Negative
Negative
Negative
Communication: Ongoing
Staying in Touch
• Some clients want to know everything that’s going on
• Participation Channels• Adhoc Questions & “Emergencies”
Communication: Reporting
Showing the Results
• Clients check SERPs more than you do
• Monthly Reports about showing activity and results.
• Base off of Benchmark SERPs
In Closing: 3 Take-Aways
1. Your client needs to be confident your in control.
2. Agree upon & create the project foundation & clear expectations at the beginning.
3. Consistent ongoing communication and reporting is critical.