This presentation presents how software companies worldwide can have a smart online reputation strategy . This presentation was held by Adriana Iordan, Web Marketing Manager, at the European Software Conference (ESWC) 2009, in Berlin.

1. How to Monitor and Protect Your Reputation Online Presented by: Adriana Iordan Avangate

2. 6 facts about online reputation? Your desired image ≠ Identity of the company ≠ Your reputation The reputation must be earned It is not controlled by the company Intangible asset, strategic differentiator The community validates your reputation It is not the PR’s job

3. Why is online reputation important? Nielson Global Online Consumer survey April 2009 Because 9 out of 10 people trust recommendations from folks they know

4. Where do online conversations happen? Reputation FORUMS/NEWSGROUPS MICROBLOGS Twitter: 17 million visiitors in april 2009 VIDEO SHARING YouTube 100 million viewers (Feb 2009) Conversation - Google - SOCIAL NETWORKS WIKIS Facebook: 250 million Wikipedia: 65 million visitors (Jan 09) SOCIAL MEDIA NEWS AGGREGATORS PHOTO SHARING MAINSTREAM MEDIA BLOGS

5. Getting Started Who cares/talks about you communities / customers / press / industry leaders / employees / business partners / competitors Check the perception on your company: search engines, customer surveys, vertical search channels, social media Prepare your reputation assets Set your goals & metrics Basic Implementation (Google Reader, Google Analytics, WordPress, ORM tools, ORM policy)

6. What online reputation is not. Dibert version Don’t fake positive opinions

7. Own your brand

9. MonitorThis – monitor across 20 search engine feeds

10. Keotag.comVisual tools: Spezify.com / Addictomatic.com Paid tools: Trackur.com / Radian6.com / Onalytica / BuzzLogic

11. What to monitor Company & Products names Website URL / blogs Employees names (execs) Marketing tagline Industry communities Competition Business Partners & Clients Copyright & trademarks Paid Advertising Ads Products, Company brand and Competition

12. Dominate brand SERPs Tactics for SERP results Approach the webmaster / blogger Domains & sub-domains & Blogs & micro-sites Hosted Content – Leverage Universal Search (YouTube Channel, Twitter, Page Profiles) – create content with brand equity Brand + problems, support, scam, review, crack, complaints..

13. Dominate brand SERPs News, images, shopping Linking to profiles Check Wikipedia mentions PR news – PRWeb, BusinessWire Social network accounts with specific keywords Lesson learned

14. Conversation examples Crack, keygen, serial, key Twitter

15. Basic rules on New Media Marketing Basic rules of Online Reputation Transparency & authenticity Learn to listen, react quickly Embrace the blogosphere and build relationships before something negative appears Involve all the departments from your company Encourage the conversations

16. Basic rules on New Media Marketing Try to add value to your industry and community Connect with the influencers / help them find you Create content and products worth talking about Customer service, product development is marketing Online reputation monitoring is not only for companies like Dell 

17. Conclusions Immediate actions to take: Listen to online conversations as they are the foundations of your online reputation Use an RSS Reader and subscribe to “vanity” feeds Start a free company or personal blog / micro-blogging Check the search results in Google, Yahoo, Bing on your branded keywords Check your website content!

18. We sell software online. We've been doing it for the last 17 years. Connect with me! Adriana Iordan Web Marketing Manager– Avangate Email: adriana.iordan@avangate.com http://www.twitter.com/adriana_iordan Avangate Blog: http://blog.avangate.com