Online Reputation Management - PowerPoint by tonyadam

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									Swing the tides in your favor! Online Reputation Management
Tony Adam
February 25, 2009



• Statistical Lane

• Monitor the Conversation
• The Conversation is Everywhere • Protect your Brand • Change your Perception to the public


Yahoo! Confidential

Taking a trip down statistical lane…

More than 320K Complaints Filled

Google Query for inurl:sucks


Yahoo! Confidential

Case Study: PayPal – Negativity in Search

• Ripoff Report: PayPal – 11,500 Results

• Negative Search Queries:
– 4,900 results - inurl:PayPal sucks – 12,800 results - intitle:PayPal sucks
-4Yahoo! Confidential

Monitor the conversation

Listen, Monitor, and Track what people are saying about your Brand.


Yahoo! Confidential

Tools available to Track your Brand


Yahoo! Confidential

Online Reputation Management is not…

Online Reputation Management is not just SEO and SERP management.


Yahoo! Confidential

The conversation is EVERYWHERE

Credit: Brian Solis - -8Yahoo! Confidential

Be involved in the Conversation

It’s not about the Social Media tool or website, it’s about the Conversation. Focus on ALL FORMS of Social Interaction.


Yahoo! Confidential

Case Study: PayPal on Social Media - Twitter

(Hope my old PayPal Peeps don’t hate me! :P)
- 10 Yahoo! Confidential

Protect your Personal or Business Brand

• Username searches for your Brand: • Link to external resources and Social Media profiles with branded search terms. • Subdomains and Branded Pages to combat Flame sites and negative queries.

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Yahoo! Confidential

Change Perception by being Genuine

• Keep negativity and flame wars OFFLINE. • Give Customers/Users the opportunity to provide feedback to YOU. • Transparency is key: Provide Assistance and Be Genuine.

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Yahoo! Confidential

Case Study: PayPal – The Problem
• 4 of Top 10 Search Results for branded term “PayPal” were Flame sites:
– –

• Negative queries about “PayPal”
– “disadvantages of PayPal” – “paypal problems” – “is paypal safe”

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Yahoo! Confidential

Case Study: PayPal – The Strategy
• Strategy to combat the Flame sites:
– Subdomains (e.g. – Social Media Branding (e.g. MySpace, Twitter, etc.) – Link to positive pre-existing external resources. (e.g. WikiPedia)

• Get involved in Social Media
– Clean up Social Media accounts like that are not really run by PayPal. – Make sure your Social Media profile are visible to Search Engines and creates engagement for your Audience. – Listen to and Monitor the Audience.

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Yahoo! Confidential

Tony Adam

Manager, Search Traffic Acquisition
Yahoo! Audience Marketing (@tonyadam)
- 15 Yahoo! Confidential

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