Brand & Reputation Management - SES London 2009

Thu 19 February 2009 15:48, Philippe Schaillée

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.

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.

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:

<Organics Listings Forum - SES Lo...

Landing Page Testing & Tuning - ...>

Comments (8)

- Sam Michelson
- [website]
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
- reputation management
- [website]
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
- lvbags
- [website]
<A href=" http://www.eluxuryin.com/" target=_blank>louis vuittons</A>
<A href=" http://www.eluxuryin.com/" target=_blank>LV</A>
<A href=" http://www.eluxuryin.com/" target=_blank>eluxury</A>
if you want to buy Cheap Louis Vuitton handbags, you have to visit louis vuitton stores to take a look at the latest louis vuitton discount which has many louis vuitton outlet handbags and is also the best Louis Vuitton Store as I know.

Do 4 mrt 2010, 07:46
- Louis Vuitton
- [website]
<A href="http://www.eluxuryin.com/" target=_blank>Louis Vuitton</A>
<A href="http://www.eluxuryin.com/" target=_blank>louis vuitton bags</A>
<a href="http://www.power4game.com/" target=_blank>wow gold</a>
<a href="http://www.power4game.com/" target=_blank>cheap wow gold</a>

Vr 5 mrt 2010, 10:27
- cheap wow gold
- [website]
it is very helpful

Vr 5 mrt 2010, 10:28
- wow gold
- [website]
[url=http://www.eluxuryin.com/]Louis Vuttion[/url]
[url=http://www.eluxuryin.com/]Louis Vuttion bags[/url]
[url=http://www.power4game.com/]wow gold[/url]
[url=http://www.power4game.com/]cheap wow gold[/url]

Vr 5 mrt 2010, 10:29
- ED Hardy boots
- [website]
http://www.edhardytime.com/

Wo 10 mrt 2010, 10:08

Comment

Searchcowboys radioshow - episod...

Thu 11 Feb 2010, Bas van den Beld

0 comments

Searchcowboys radioshow - episode 25 - Jim Sterne

This Tuesday we (Bas and Roy) in the Searchcowboys Radioshow were joined by no other than Author, President of Web Analytics Association, founder of eMetrics Marketing...... read more

Mike Grehan previews SES London

Mon 8 Feb 2010, Editors

1 comment

In one week it is once again time for the biggest Search Engine Marketing conference in Europe. Search Engine Strategies London will be held at the Business Design Centre in London. Off course Searchcowboys will be present as ever. We will also be looking forward to SES this week, starting with the video below in which Mike Grehan, VP and Global Content Director at Incisive Media and responsible for the content of the show. ... read more

Search Engine Strategies in 2010...

Thu 7 Jan 2010, Bas van den Beld

0 comments

Search Engine Strategies is planning on making some big changes in 2010. In Chicago Matt McGowan already discussed some of the changes we will be seeing in the upcoming year. ... read more

SES "ist ein Berliner"

Tue 2 Jun 2009, Bas van den Beld

1 comment

The German edition of Search Engine Strategies has until now been organized in Hamburg. In New York Matt McGowan, publicist and organizer of SES, already hinted this y...... read more