Brand & Reputation Management - SES London 2009

Thu 19 February 2009 15:48, Philippe Schaillée

Brand & Reputation Management - SES London 2009

Brand & Reputation Management is becoming more and more important for website owners. The downside to Social Media is that everyone, including your competitors, can ruin your reputation with a simple negative blogpost, an embarrassing clip on YouTube or a picture on Flickr.

In order not to loose customers and their money fast action is required... but how does it work ?

Richard Zwicky, CEO of Enquisite moderates this session.

The speakers are David Snyder, co-founder of Search & Social, David Naylor, CEO of Bronco and Mikkel deMib Svendsen, creative director of deMib.com.

Dave Snyder says Online Reputation Managements is all about creating content and pushing these articles on social media sites.

Socialmedia


While writing these articles, keep in mind that it fits your publishing platform. Content for Digg is completely different than content for Reddit, Twitter or Stumble Upon. Building a valuable network of followers on Social Media Sites can take years and demands a lot of work.

There is a dark side to Online Reputation Management. Competitors can use Online Reputation Management to destroy your reputation... and vice versa ;-). He finished saying Digg has the power to put you on CNN.

David Naylor states that Online Brand Management is part of the Search Engine Marketing proces because consumers now do online research prior to their purchase.

How do you track your online reputation?
Well configure Google Alerts to track your brand name, your company name, the names of key employees and your products' names. Also regulary check the SERP's and Local Search results for the above.

According to Mikkel deMib Svendsen the search engines don't discriminate. Everybody has the power to get high rankings.

Mikkeldebsvendsen

Reasons why you should use Brand Reputation Management for your site :

  • your reputation is damaged by a rumour in the media that later appears not to be true. The media however don't mention the rumour was false.
  • an angry customers ranks high in the SERP's
  • there's a parody on your campaign
  • embarrassing pictures, movies or blogpost about yourself appear in the SERP's

You can try to fight this legally but don't call your lawyer first. They often make things worse. The best strategy is to contact the owner of the site and try to solve the issue.

In case this doesn't work there are some strategies to consider :

  • report the page to Google in order to have it removed from the index
  • hack their server (we strongly recommend you not to but it has been done)
  • make a positive page on the same site score better
  • push down the critical site

Mikkel ends with an excellent tip : Twitter is the most effective tool for online reputation research... I couldn't agree more.

 

All our stories on Search Engine Strategies London:


  • Comments (4)
  • Events
  • Tell-a-cowboy

Comments (4)

 

  • I was at the same session at SES NY and was dissatisfied for a few reasons.

    The lawyer was so concerned about people misusing brands as verbs - he didnt realize that this is the sign of being a market leader. The fact that people “google” instead of “yahoo” your name - is a good thing for Google. The legal dept can deal with the legal aspects.

    Also - i asked the very first question at this session - I asked whether the various companies charge based on success - I was shocked not by the fact that they dont but rather by the response “you cant control what Google does”.

    I disagree - we have tens of clients and its hard as heck but we do our best to help the client own the top ten and later teh top twenty. And we work based on success - we set goals and are paid when we meet the goals.

    I would like to see a more aggressive approach in this field.

    Sam Michelson
    RepRelations.com

    Zo 12 apr 2009, 15:23


    • ceo reputation management
    • [website]

    thanks for sharing the vital information. for more information related to ceo search engine management go through <a href="http://www.ceoreputationmanagement.com/">ceo reputation management</a>

    Do 12 nov 2009, 08:17


  • I would say I spent 3 days on panels last week at SES London trying to spot the Search Cowboys bloggers in the audience, it was like is it the one with the laptop or the camera or both! Couldn’t find any and saw some of my session blogged.Thanks for that.

    Ma 15 feb 2010, 04:36


  • I couldn't agree with your post more, reputation management is going to become more and more of an issue. Getting content to the web first is key, don't let competitors cloud your keywords before you do. If you can target your brand keywords and quickly dominate those keywords with twitter, facebook, myspace and many other networks you can keep competitors and others from hurting your brand.

    Vr 31 dec 2010, 06:58

Comment

  • HTML is not allowed. URLs are automatically clickable.
    * Email address is not shown



  • SES London preview with Mike Grehan, VP, Global Content Director, Incisive Media
  • Search Engine Strategies (SES) 2010 calendar of events with Matthew McGowan, Incisive Media
  • Marcus Tandler about SES Berlin with Bas van den Beld
  • Searchcowboys interview: Mike Grehan at SES New York
  • Searchcowboy interview Matt McGown - SES New York 2009
  •  Liana Evans, KeyRelevance, on video branding strategy at SE
  •  Brett Tabke, WebmasterWorld, on the future of SEO
  •  Kerstin Baker-Ash, I-Level, on search advertising 101 at SE

Events

Last event

Bloggers

  • J-P De Clerck
    J-P De Clerck

    Profession: Customer-centric digi...

    Company: Conversionation

  • Sam Murray
    Sam Murray

    Profession: Senior Search Consultant

    Company: Verve Search

  • Susie Hood
    Susie Hood

    Profession: Head of Copywriting

    Company: Click Consult / SEO C...

  • Tom Bogaert
    Tom Bogaert

    Profession: Managing Partner

    Company: QueroMedia


Latest Videos

Border_top
Border_bottom

Columns

  • Lizette van der Laan
    Social Media Image

    Is it the real you, the witty you, the person who reads the most interesting articles, makes t...




Newsletter

Subscribe to SC Newsletter:


RSS Feed

Are you a bloggerFacebook


Search



© 2014 Searchcowboys.com - All Rights Reserved - All views and opinions expressed are those of the authors of Searchcowboys.

All trademarks, slogans, text or logo representation used or referred to in this website are the property of their respective owners. Sitemap