reputation combat: protecting your company's online reputation
DESCRIPTION
A single person can attack your corporation's reputation, armed with nothing more than a computer or mobile phone. Within minutes, the news can spread to thousands or even millions of people, and the damage is done. No advance warning, no time to react. Noted crisis communications expert Jonathan Bernstein will help you understand online reputation management (ORM) and learn how to defend your company against threats.TRANSCRIPT
Presenter:
Jonathan Bernstein Bernstein Crisis Management
Sponsored by
Emergency Notification and Incident Management Software
Sponsored by
Smarter Crisis Communication
Emergency Notification Incident Management Online Crisis Command Center Mobile Crisis Communication
www.missionmode.com
Presenter:
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.
These presentation slides are part of a recorded webinar. To watch the video, visit www.missionmode.com/webinars
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• 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
Online Reputation Management (ORM)
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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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Sometimes motivated by commercial gain, more often by ego
Goal – page 1 of a Google search, or visibility on websites
The I-Reporter
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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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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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• Trade association attacked
• Financial services company investigated
• Public school board criticized by parents
• Manufacturers threatened by government report
• Dissatisfied customer spreads negative information
Examples of ORM Threats
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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.
Sponsored by
Smarter Crisis Communication
Emergency Notification Incident Management Online Crisis Command Center Mobile Crisis Communication
www.missionmode.com
These presentation slides are part of a recorded webinar. To watch the video, visit www.missionmode.com/webinars.