Case Study: Executive Reputation Management
For many years we’ve dealt with the online reputations of several officials in businesses like manufacturing, clothing,hospitality,and biotechnology, national and international political figures and on many others sectors. When we deal in the real estate sector our main clients are agents, contractors and proprietors related to the industry. This time we had come across an agent whose rip off report was displayed on the New York Times and on the Bloomberg. We are presenting you the case study by doing a slight modification on the personal details of the real estate agent protecting the individuality of the customer.
Industry: Real estate
Entity: Person with overlap onto business online brand
Issue: Bloomberg,NYT, Rip-off Report
Technique: Mixed. Dilution, Suppression, Protection
Duration: 8 Months (changes after 90 days)
Our customer is a real estate agent of the New York Real estate industry who was thinking to run his political career in near future. Because of the customers bad name he was pursued by bloggers and reporters and occasionally searched by political groups. He had been indirectly involved in the processes of the Real estate services where he worked and was trapped in the “explosion circle” of evil company press. The consequence was analytical journalism that looked on New York political figures and our customer which colored him in a shabby light. To make situations poorer, the attention by foremost news channels was worsened by bloggers and many others looking to deteriorate his virtual reputation by posting negative views on review sites.
Reputation Z was summoned to clear results for our customer. The main page of Google search results showed a New York Times link, Bloomberg article and Ripoff Results; all of which were bad. Our task was to eliminate as much as we can, to deliver a counter-reply, to weak the allegations with truth ful related stories, and to suppress any lasting search consequences so he could move forward with his natural lifestyle.
Our first footstep was to investigate our customers’ background and similar people. We established an identity for him that comprised an instance of “ideal” search results. We inquired what a person like him must have for online image, and then related outcomes for his then existing search profile.
We then observed at his problematic sides like the Ripoff Report, Bloomberg and New York Times. None of these websites can be eliminated at the initial stage (many magazines also featured in the list). Authorized choices were measured but they were thought to be exclusive and with a low chance of accomplishment. Since the pages could not be eliminated from the internet at the initial stage through negotiation or legal pressure, relations, we looked at eliminating them from the Google query results.
In some circumstances search engines will erase search results which are generally not visited and have been abandoning by the people. But the content of the pages did not fit the search engines’ criteria for removal. Later it was found that these pages are quite difficult to be removed from the source.
So we decided to do these three steps
- Counter-Point and Dilution
- Clampdown of Negatives
- Defense from Future Difficulties
Having methodically investigated our customer and related his search profile with those of comparable persons we learned gaps in the types of online profiles of individuals and related search engines findings. This delivered chances for contented and technical expansion that could benefit our customer. We also discovered that our customer, while famous, did not have help from a Facts Graph representation in search outcomes. The Facts Graph is an accumulation of content positioned straight in the top right place of search outcomes. It shows related results from numerous websites. It conquers about 40% of the portion at the top of usual search outcomes. We saw that aiming on the knowledge chart would both offer dilutive matters to search outcomes, demand a Wikipedia page, and the matters that back a Wikipedia page.This “slaughter two birds” method turns out to be the preliminary point for the reputation drive.
Reverse Engineering Results
In order to make the show of a knowledge chart a sequence of proceedings needed to occur. Knowledge Chart gets ample of its facts from Wikipedia and curated Meta data like Virtual International Authority File, WikiData, WikiNews and etc. We reverse-engineered the diagrams of other folks, and sketched up a matter, publication and improvement plan based on the constructing slabs of the diagram.
An individual can frequently make a Wikipedia page if he or she is renowned, has a degree of dishonor and whose activities can be shown with mentions. Wikipedia pages devoid of these stuffs get erased in short mandate. Our customer was popular, but did not fairly have the level of recognized disrepute we felt was wanted to make a Wikipedia record. So we shaped some for the client.
Our connection with the Forbes has helped us to get the author who wrote the previous news article. But before we approached the writer our client suggested us to make a starting story for a better Launch pad. We made the story with the customer and prepared a press release also.
We then decided the creation of a few more third-party contents. Within a very short time we had enough reference articles to make the Wikipedia page.
With the posting of the Forbes article and the Wikipedia page, and online pictures, search outcomes began to alter. We then stimulated on to firming their Facebook,LinkedIn, and Twitter profiles. At this point the Knowledge Chart had not yet made its entrance. We return to Wikipedia, connected the new and present web stuffs, social media and press, and then ventured to make Meta data.
This is the data which represents other data. It actually, summarizes the whole thing to provide a better search results with the relevance of the keyword. The website we created contained the cluster of information so it actually, helped in better creation of the search results and modify the results of the search engines in a more organized manner. As a result of this the final knowledge made its appearance.
- Ripoff Report Blocked
- Bloomberg Blocked
- NYT condensed visibility by 90%
- Knowledge Graph
- Wikipedia Sheet
- Client now directly monitors 70% of first 20 outcomes. 40% of the main page view.
The three results which were quite difficult to remove is now diluted and now they are pushed down the search results also. The Knowledge graph which is now visible appears in the top of the search results.
Other persons have also provided their feedbacks and did the editing on the page of the Wikipedia which now features right below the company page. The LinkedIn page features below the Wikipedia page. The negative results which were previously 100% visible is now accounting to just 5%.
The customer is quite satisfied with the outcome and he also understands that the removal of the pages of New York Times would require around one more year.