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.

Thank You John Carcutt, SEO Manager at MediaWhiz

@JohnCarcuttjcarcutt@mediawhiz.co

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www.MediaWhiz.com866-477-5600