Online Reputation Management Protecting your Brand & Reputation In The Digital Marketplace

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1 Online Reputation Management Protecting your Brand & Reputation In The Digital Marketplace POWERi Technologies Inc.

2 Overview - Online Reputation Management Solutions: - Online Brand Protection Monitoring --Websites (Page Content and Code) - Domain Name Registrations and Management - Corporate Compliance Logo s Usage -Paid AD Placement Monitoring PPC Fraud Gift Card Offerings -Blog s RSS Message boards - Search Engine Optimization SEO Placement - Auction Monitoring - Ebay/Classifieds - Craig s List - Counterfeit / Gray Market Sales / Loss Prevention - Fraud - Anti-Phishing Monitoring Monitoring - Enforcement: - Cease & Desist Management Services - Social Media Solutions: - Facebook - My Space - Linkedin POWERi Technologies Inc.

3 Online Reputation Management Creating a positive reputation requires trust and confidence within your market. Having a positive reputation establishes that trust and confidence which will then be reflected in the overall growth of your company. A poor reputation can negatively affect that very quickly. Online Reputation management is essential in maintaining a positive consumer outlook. Online Brand protection is yet another key component of online reputation management. There have been instances where the reputation of a company has been damaged by information about a particular product, service, brand or even the key leadership of the company. The best way to react to such information is to proactively monitor for it. This is what we do to protect companies like YOURS!! POWERi Technologies Inc. 1

4 RMS Approach and Methodology 1. Online Brand Protection Monitoring Websites (Page and Coding) 2. Domain Name Management 3. Corporate Compliance Logo s Usage 4. Paid AD Placement Monitoring PPC Fraud Gift Card Offerings 6. SEO Placement 7. Auction Monitoring - Ebay/ Classifieds - Craig s List 8. Counterfeit / Gray Market Sales / Loss Prevention 9. Fraud - Anti-Phishing Monitoring Monitoring 5. Blog s RSS Message boards 3

5 Online Reputation Management 3 Key Components Online Reputation Management World Wide Web Monitoring Domain Name Management Online Marketing SEO -PPC POWERi Technologies Inc. 4

6 Online Brand Protection Brand Dilution Improper use of trademarks and logos within website both visible and hidden coding Blog or Hate sites Employee Union sites Typo Squatting domain names Sites such as Trademarks and brands that are not protected for PPC purposes. Diversion of traffic Paid advertisement using your brands to divert traffic to another site for sales of goods Sites using your trademark and brand to gain traffic for its services and products. Illegal or False Associations Links to famous site to gain a positive reputation. Pornography sites linking to legitimate sites Back linking for SEO purposes Grey marketing and counterfeit goods Sales within classified ads and auction sites on the increase Phishing Solicitation Fraud Cyber criminals Phishing for personal information for malicious purposes. POWERi Technologies Inc. 5

7 Domain Name Management Identify all of your Company s existing domain names: Locate all of your Company s registered domain. Your Company s trademark portfolio is a good place to identify what likely domain names you should register Consolidate all your existing domain registrations within one registrar Register domain names that should have been registered in the past for protection Trademarks registered, Current and future Slogans Sucks Names Common misspellings of your name or brand Typically Fortune 100 Companies have domain portfolios of 3,000-5,000 gtds and cctlds Identify all of your company s existing trademarks Utilize tools such as clearance tools to search through USPTO and other country databases for your trademarks POWERi Technologies Inc. 7

8 Global Domain Audit Expired Domains 9 Expiring Domains 39 Registered 151 Available 349 Unknown (More Research Needed) 138 8

9 New Domain Registrations POWERi Technologies Inc. 9

10 Hate Sites Blog s POWERi Technologies Inc. 10

11 Corporate Compliance Logo Usage Monitoring agents or resellers for compliance. Proper Logo or Brand use Making sure that all resellers and partners are maintaining the integrity of the Brand holder. POWERi Technologies Inc. 11

12 Logo Use - Compliance POWERi Technologies Inc. 13

13 Paid AD Placement Monitoring Gift Card Offerings Monitor companies purchasing Ad Words PPC using your trademarks or brands for diversion capitalization. Search Engine placement monitoring See who is ranked higher than the Brand Holder and for what reasons. Possible use for own marketing within the search engines. Unauthorized Gift Card offerings Used for the purpose of gathering information at times for surveys. Brand or trademark holder can be liable Possible Public Relations issues with upset customers over nonlegitimate gift cards. POWERi Technologies Inc. 14

14 Gift Card Offerings - Compliance POWERi Technologies Inc. 15

15 Gift Card Offerings-Phishing POWERi Technologies Inc. 16

16 Blog s RSS Message Boards Blog sites See what consumers are saying about your company. What is being said about the executives or key management. Public Relations tool to combat negative publicity in a timely manor. Company secrets leaking onto the World Wide Web from current or past employee s RSS Real Simple Syndication News/Blog Feeds Real time feeds for all types of information Positive and Negative Goods and services Public Relations Negative or Positive news Use for marketing purposes Capitalize on positive online chatter Quick PR against negative online chatter Use to save money on quick negative online chatter Use to make money quickly on marking from positive online chatter. Message Boards Financial institution monitoring primarily. Yahoo Financial, Raging Bull, etc. Monitor what is being said about Global Fortune 2000 companies POWERi Technologies Inc. 17

17 Company Executives Monitoring POWERi Technologies Inc. 18

18 Blogs/RSS/Message Boards Monitoring POWERi Technologies Inc. 19

19 Union Forum Sites POWERi Technologies Inc. 20

20 SEO Placement Web traffic Diversion Incorporation of trademark and brad variations in domain names Use of brand names in hidden text and visible text Purchase of trademark as keyword on search engines PPC Search Engine Placement Who and where are your or your competition ranking How to capitalize on current positions POWERi Technologies Inc. 21

21 Search Engine Paid Placement POWERi Technologies Inc. 22

22 Auction Monitoring Ebay / Classifieds Ads - Craig s List Auction Monitoring Used primarily for: Online Compliance Distribution of goods through distributorships. Unauthorized Employee Sealing online Agent sales of goods Loss Prevention Back tracking of goods to a specific location Counterfeit / Gray Market goods Monitor for sales of false goods Online Classified Ads Moving from Auction sited to Classified posting sites. Increasing listing for Stolen big ticket items New Location for Housewife sales of counterfeit goods Purse Storers. POWERi Technologies Inc. 23

23 Online Classified Ads POWERi Technologies Inc. 24

24 Auction Monitoring Ebay POWERi Technologies Inc. 25

25 Counterfeit Goods Gray Market Sales / Loss Prevention Counterfeit goods Illegally branded products that are not manufactured by OEMs Brands tarnished because consumers are deceived into purchasing inferior and frequently defective products Costs to industry significant- International Anti-Counterfeiting Coalition estimates losses for counterfeit goods at $500 billion Gray Market Sales Branded products diverted from the authorized distribution channel without the consent or knowledge of the manufacturer Loss Prevention Track theft online back to the location and seller or stolen goods. Reduce loss through services and internal marketing of such items POWERi Technologies Inc. 28

26 Counterfeit/Gray Market Sales Loss Prevention POWERi Technologies Inc. 29

27 Phishing Monitoring Financial Fraud Monitoring Phishing Attacks are based on high-quality targeted lists. rather than random attacks against big names. Phishing is becoming a mass marketing technique for illicit sellers to reach naive buyers. Increased credential theft Increased illegal use of online payment services Spilling into IM s as promotion mechanism. Phishing attacks continue to undermine online e-commerce and payment systems. In a down economy these attacks are on the rise. POWERi Technologies Inc. 32

28 Phishing Scams s 11 phishing s within a 4 months POWERi Technologies Inc. 33

29 Phishing Scams POWERi Technologies Inc. 35

30 Enforcement Actions Our procedures allow us to communicate and issue Notifications of Infringements to internet service providers and have these types of IP violations taken down without the need for legal engagement. This system streamlines and allows POWERi to monitor and enforce an unlimited number of infringements, at any given time, and have them reported and removed within a specific time frame. The normal time frame is 5-7 business days for the internet service providers to process said requests. Cease-and-Desist is a legal term which essentially means, STOP: It is used in demanding for a person or organization to permanently stop doing something ( to cease and desist from doing ). POWERi s services allows you to review the infringements found and easily authorizeustosendaceaseanddesistletterinsteadofhavingtomanuallycreatelettersfor each notice. POWERi s team provides you with letters using your customized format, logo and content. Each letter is prepared by POWERi and is carefully reviewed and tagged for follow up. The letters can be sent to you electronically, fully prepared and ready for review, signature and mailing, or we can use your electronic signature and send the letters out via certified mail on your behalf. POWERi Technologies Inc.

31 Social Media If you're seeing negative listings on the first few pages of Google, you can bet that many of your customers are seeing them too. And that's going to have a big effect on whether or not they decide to do business with you. Few things are more important to your continued online success than your company's brand. And your brand can be quickly destroyed if you're not controlling what customers are presented with when they Google your company. This means... Monitoring what people are saying about your brand online, Practicing defensive ranking to control the top results when customers search for your brand, and... Responding quickly and appropriately if and when negative search results appear. POWERi Technologies Inc.

32 Social Media The Top Ten Tips to Clean Up Your Online Reputation 1. Use Subdomains On Your Own Site 2. Create Additional Sites About Your Business 3. Sitelinks and Double Listings 4. Wikipedia Business Pages 5. Presell Pages 6. Start Sending Out Press Releases 7. Profiles on Other Social Media Sites 8. Tagging 9. Buying Sites That Are Ranking Well for the Keyword You're Targeting 10. Strategically Placed PPC Ads POWERi Technologies Inc.