Over an early morning coffee in my garden this fine summer morning, I drafted this note on Online Reputation Management. Please do take a quick scan and add your comments or questions.
Just for quick reference I can be reached at holiver at whatifwhatnext.com.
Sailing is scheduled for later this morning! Note the wonderful weather described below.
Online Reputation Management combines marketing and PR with search engine marketing. It seeks visibility, high rankings and indexing in the search engine for all positive websites and corporate communications.
Goals:
Proactively manage your company's online footprint
Increase the overall web presence for your company, its products and services
Push bad publicity down beyond the first two pages of search engine results - where the general public rarely goes
Measures:
Organic web positions
Pay-Per-Click tracking of brand terms
Snapshot of top 10 search engine results
Brand news
Competitor brand news
Media mentions
Customer and partner interactions
The process has three phases:
Monitor:
Build a daily monitoring system for your brand on: Google and Yahoo Alerts, Feedster and Technorati for the blogsphere, social networks, forums and RSS readers.
Track for brand, company and product names, key employees and key words and phrases.
Monitor industry related portals and relevant newspapers.
Analysis and Planning:
Capture all relevant sites in a usable data gathering tool (xls or data base):
Include your sites and the sites you directly can influence
Rank these relevant sites as to PageRank, links
Flag sites of interest
Engage key stakeholders and influencers in dialogues
Write SWOT analysis and communication plan
Create a specific Online Reputation Management plan for opportunities both good and bad
Ensure that the plan is integrated with a broader communication plans
Engage:
Develop new material and mount online: corporate site, sister sites, new micro sites, corporate blogs, employee blogs, partner sites, landing pages, 2ndry pages on your home sites
Optimize your site(s) for effective key words and phrases
Use traditional PR tools: media kits, media releases, media relations campaigns
Purchase paid advertising as required
Purchase paid listings as required
Build an expanded cloud of interlinked, relevant, strategically important inbound and outbound links
For fun, here is the local marine weather:
Environment Canada Weather Forecast
Marine Forecast issued for Lake Ontario.
Issued: 3.00 AM EDT Sunday 29 July 2007 for the period ending at 3.00 AM Monday with an outlook for the following 24 hours.
Synopsis:
Synopsis.
At 3.00 AM today..Broad northeast to southwest ridge average pressure 1014 MB through central Great Lakes. 1008 MB low over Far Northern Ontario with cold frontal trough average pressure 1012 MB extending southwestward from low.
By 3.00 AM Monday.. 1018 MB high over northeastern Iowa with west to east ridge average pressure 1016 MB through southern Lake Huron.
Northeast to southwest cold frontal trough average pressure 1008 MB extending from northwestern Québec to eastern Lake Superior.
Forecast:
Wind light northeast becoming variable this afternoon. Mist and fog patches dissipating this morning then fair. Waves less than 1 metre.
Outlook..Light and variable becoming northeasterlies.
Environment Canada Weather Forecast
Marine Forecast issued for Lake Ontario.
Issued: 3.00 AM EDT Sunday 29 July 2007 for the period ending at 3.00 AM Monday with an outlook for the following 24 hours.
Synopsis:
Synopsis.
At 3.00 AM today..Broad northeast to southwest ridge average pressure 1014 MB through central Great Lakes. 1008 MB low over Far Northern Ontario with cold frontal trough average pressure 1012 MB extending southwestward from low.
By 3.00 AM Monday.. 1018 MB high over northeastern Iowa with west to east ridge average pressure 1016 MB through southern Lake Huron.
Northeast to southwest cold frontal trough average pressure 1008 MB extending from northwestern Québec to eastern Lake Superior.
Forecast:
Wind light northeast becoming variable this afternoon. Mist and fog patches dissipating this morning then fair. Waves less than 1 metre.
Outlook..Light and variable becoming northeasterlies.