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)
Jonathans 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
Reputation Combat: Protecting Your Companys Online Reputation
Copyright 2011, Jonathan Bernstein
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
Reputation Combat: Protecting Your Companys Online Reputation 6 Copyright 2011, Jonathan Bernstein
The I-Reporter
The I-Reporter
Anyone who chooses to share information on the Internet, regardless of its accuracy.
The I-Reporter
Sometimes motivated by commercial gain, more often by ego

Goal page 1 of a Google search, or visibility on websites
The I-Reporter
If they sound credible, they are credible.

90% of todays crises involve I-Reporters.
10
Other Sources of Online Threats
Traditional media available globally, 24/7 Govt agencies, NGOs, think tanks, research firms, citizen and consumer groups all busy posting online
11
ORM Terms
Website Blog Wiki Social media Points of Presence Search Engine Optimization (SEO)
12 Copyright 2011, Jonathan Bernstein
Website
13
Blog
14
Wiki
15
Social Media
16
Points of Presence
17
Search Engine Optimization (SEO)
18
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
ORM Strategy
20
ORM Strategy
1. Accept the 50% rule.
21
ORM Strategy
2. Monitoring critics is essential.
22
ORM Strategy
3. Crises cant be completely contained.
23
ORM Strategy
4. In the absence of communication, rumor and innuendo will always fill the gap.
ORM Strategy
5. Information security is more important than ever.
25
ORM Strategy
6. Dont rely only on Web-based tactics.
26
Safeguards
27
Safeguards
Put someone in charge of intelligence gathering and responding.

Reputation Combat: Protecting Your Companys Online Reputation Copyright 2011, Jonathan Bernstein
28
Safeguards
Dont rely on others to protect your reputation.
29
Safeguards
Copyright everything.
30
Safeguards
Have rapid-response systems in place.
31
Internet Critics
32
Dealing with Internet Critics
The C-Factor
33
Dealing with Internet Critics
Timing
34
Education and Reorientation
Its critical that:
The C-Suite receives ORM 101 training. All employees understand their role in ORM.
The Role of SEO in ORM
36
What do you want found on page 1 of a Google search?
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Relevant, fresh content and links are always key SEO factors
38
Multiple points of presence (POPs) can mean multiple, highly visible Google results.
39
Who Ya Gonna Call?
40
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.
Who Ya Gonna Call?
Use other experts to provide critical services.
Online tools for crisis communications and monitoring reputation.

Managers Checklist
The number of Internet users is huge and growing exponentially.

The Internet is essentially the worlds largest newspaperone with writers who usually have no professional or ethical restraints.
44
Managers Checklist
Critical management skills:
Understand the potential of the Internet for good or evil. Be familiar with Internet terms.
45
Managers 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.
46
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.

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Presenter:

Smarter Crisis Communications

Jonathans latest book.

Online Reputation Management (ORM)

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

2+ Billion Internet users

100 million Twitter users

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Sometimes motivated by commercial gain, more often by ego

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

If they sound credible, they are credible.

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Other Sources of Online Threats

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Reputation Combat: Protecting Your Companys Online Reputation

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Search Engine Optimization (SEO)

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

1. Accept the 50% rule.

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

2. Monitoring critics is essential.

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

3. Crises cant be completely contained.

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

5. Information security is more important than ever.

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

6. Dont rely only on Web-based tactics.

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Put someone in charge of intelligence gathering and responding.

Dont rely on others to protect your reputation.

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Have rapid-response systems in place.

Reputation Combat: Protecting Your Companys Online Reputation

Copyright 2011, Jonathan Bernstein

Reputation Combat: Protecting Your Companys Online Reputation

Reputation Combat: Protecting Your Company's Online Reputation

Reputation Combat: Protecting Your Company's Online Reputation