Masterclass Programme
Online Reputation Management Masterclass
Led by Andy Beal founder of MarketingPilgrim.com
author of “Radically Transparent; Monitoring and Managing Reputations Online”
Tuesday, 18th May 2010
SkyCity Convention Centre, Auckland
9.00am: Introduction to Online Reputation Management (ORM)
This is a “masterclass” so the last thing you need is a fluffy introduction session.
For those that have no idea what online reputation management is, Andy will
spend this session bringing you up to speed.
9.15 am: The Art of Generating Buzz
Sending out a press release over the newswire is not going to get your audience
raving about your brand. In this session, Andy Beal will reveal his tactics for
generating buzz from traditional and social media journalists. You’ll learn:
• How to optimize your press releases for Google and other search engines
• How to optimize your press release for Social Media networks such as del.icio.us, technorati, and more
• Know when you shouldn’t use a press release; learn how news travels faster when you get creative
• Tips for building a stellar press room and how to put it to work 24/7
• Proven tactics for getting A-list bloggers to talk about your company
10.15am: Get Five Stars at Customer Review Sites
Want to know how to manage customer reviews on Amazon, CitySearch,
or Trip Advisor? Whatever your vertical, learn how to encourage positive reviews,
respond to negative ones, and get others to pimp your reputation for you. You’ll learn:
• Tips for ensuring your happy customers spread the word
• Ensure your customers defend you from a bad review
• Respond to negative reviews and increase your business at the same time
• How to reduce negative reviews in the first place
10.45am: Break
10.55am: Blogging for Brand Control
OK, so you have a blog, big deal! Do you know how to pimp your blog so it
acts as a reputation warrior – defending your good name while boosting
your revenues? You’ll learn:
• Everything Andy knows about marketing a blog
• The essential elements your blog needs
• The five rules you must follow to ensure reputation success
• Building your brand via blogs, when you don’t own a blog
11.45am: Social Networking Meets Reputation Management
Do you know where to find your customers? Just because twitter and Facebook
are popular, that doesn’t mean that’s where you’ll find your customers discussing
your reputation. You’ll learn:
• The powerful benefits of social networking profiles
• How to take advantage of social bookmarking sites – and the pitfalls to avoid
• What are “social conversations” and how do you join them?
• Finding the social communities that are the “centers of influence” for your brand
• Using offline networks to boost your online reputation
12.15pm: Networking Lunch
We’ll keep you nourished while you network with others and pick Andy’s brains.
1.00pm: Own the First Ten Links in Google
For some, this one session will be worth the price of admission. Andy will share
his years of search engine optimization experience and show you precisely how
to manage your Google reputation. You’ll learn:
• Which online content best rises to the top ten results in Google
• Tricks for optimizing your content and social media profiles
• Managing your company brand and personal name in Google
• How to push down negative Google results, while staying compliant to guidelines
2.45pm: Break
2.55pm: Building a Reputation Monitoring Safety Net
Every attendee will get a free subscription to Trackur, but that’s not going to stop
Andy from revealing the best methods to monitor your reputation, your company,
or your clients. You’ll learn:
• The free tools you can use to monitor 98% of everythingsaid about your reputation
• The keywords every individual and company should monitor
• How to spy on your competition and use it to youradvantage. When they fail, you win!
• Sentiment analysis and the data you’ve probably not thought to monitor
3.45pm: A Blueprint for Fighting a Reputation Attack
Despite your best efforts, there will come a time when your reputation comes under attack.
How you respond – and what you do next – can make the difference between lost revenues
or customer satisfaction. You’ll learn:
• The first five steps you must take, when you face a reputation attack
• How to identify your detractors and leverage that knowledge to your advantage
• The exact steps to take, when you’ve screwed up
• How to respond to vicious, defamatory attacks
• Cleaning up the mess, including your Google reputation
• Preventing a repeat attack
4.45pm: Your Seven-Step Action Plan
An action plan that attendees can take away and use to implement a successful
online reputation management campaign.
