Reputation Combat: Protecting Your Company's Online Reputation

Presenter:

Sponsored by

Jonathan Bernstein
Bernstein Crisis Management Host: Wayne Blankenbeckler

Sponsored by

Smarter Crisis Communications
Emergency Notification Incident Management Online Crisis Command Center

Jonathan Bernstein
President, Bernstein Crisis Management

One of 22 individuals nationwide “who should be on the speed dial in a crisis.” (PR Week)

Jonathan’s latest book.

Online Reputation Management (ORM)
• • • • • • • • 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

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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
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The I-Reporter

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The I-Reporter

Anyone who chooses to share information on the Internet, regardless of its accuracy.

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The I-Reporter

Sometimes motivated by commercial gain, more often by ego
Goal – page 1 of a Google search, or visibility on websites

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The I-Reporter

If they sound credible, they are credible.
90% of today’s crises involve I-Reporters.

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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

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ORM Terms

• • • • • •

Website Blog Wiki Social media Points of Presence Search Engine Optimization (SEO)
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Reputation Combat: Protecting Your Company’s Online Reputation

Website

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Blog

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Wiki

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Social Media

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Points of Presence

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Search Engine Optimization (SEO)

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Examples of ORM Threats • • • • Trade association attacked Financial services company investigated Public school board criticized by parents Manufacturers threatened by government report • Dissatisfied customer spreads negative information
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ORM Strategy

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ORM Strategy

1. Accept the 50% rule.

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ORM Strategy

2. Monitoring critics is essential.

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ORM Strategy

3. Crises can’t be completely contained.

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ORM Strategy

4. In the absence of communication, rumor and innuendo will always fill the gap.
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ORM Strategy

5. Information security is more important than ever.

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ORM Strategy

6. Don’t rely only on Web-based tactics.

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Safeguards

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Safeguards

Put someone in charge of intelligence gathering and responding.
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Safeguards

Don’t rely on others to protect your reputation.

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Safeguards

Copyright everything.

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Safeguards

Have rapid-response systems in place.

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Internet Critics

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Dealing with Internet Critics

The C-Factor

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Dealing with Internet Critics

Timing

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Education and Reorientation

It’s critical that:

• The C-Suite receives “ORM 101” training. • All employees understand their role in ORM.
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The Role of SEO in ORM

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The Role of SEO in ORM

What do you want found on page 1 of a Google search?

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The Role of SEO in ORM

Relevant, fresh content and links are always key SEO factors

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The Role of SEO in ORM

Multiple points of presence (POPs) can mean multiple, highly visible Google results.

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Who Ya Gonna Call?

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Who Ya Gonna Call?

NOT marketing or IT. Give PR the lead.

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Who Ya Gonna Call?

PR usually understands the Internet, and they care about your rep more than anyone.
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Who Ya Gonna Call?

Use other experts to provide critical services.

Online tools for crisis communications and monitoring reputation.
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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.

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Manager’s Checklist

Critical management skills:

• Understand the potential of the Internet for good or evil. • Be familiar with Internet terms.

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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.

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©Copyright 2011, Jonathan Bernstein

Sponsored by

Smarter Crisis Communications
Emergency Notification Incident Management Online Crisis Command Center

This presentation is part of a recorded webinar. To listen to the presenter, visit www.missionmode.com/webinars.