Online Reputation Case Study - Medical Firm

Online-Reputation-Case-Study

Company Background

A major medical healthcare firm has an executive in trouble with the law. We were hired to influence her online reputation by populating Google with media focused on her positive actions and attributes, as well as aspects of her personal life that anyone would easily identify with. Her reputation had been damaged. Articles had been published online she didn’t want published.

The Approach

When we started, Meredith had thirty links of positive press. The majority of which were simply business listings like Bloomberg, or inconsequential like Classmates.com. These listings were positive only in that they were not negative.

They were scattered across twenty-five pages of search. It was far easier, and faster, to find her negative press, which was largely displayed on the first 3 pages.

A key element we needed to achieve was to optimize above Law 360, a Wikipedia sister site. An article was posted that our client described in our initial interview as “a conniving thing that was done” against Meredith.

We set out to create and manage multiple media and directory accounts. We used Amazon, Google, SlideShare, LinkedIn, and more, to populate content.  By optimizing these sites, Meredith’s positive press would rank first causing Google to pick up the signals to ensure continued top ranking.

Our initial plan looked like this:

Month 1:

Researched Content: created new accounts and began optimization and placement tracking

Created questionnaires for Meredith to complete for content and requested to begin interviews with her

Asked Meredith to fill out a spreadsheet detailing pertinent information

Created timeline layouts for a book, slideshows, and presentations

Set up media accounts and optional PPC campaigns to get traffic started

Months 2 – 7:

Created a Wikipedia page, slideshows, and Google+ presence

Created and managed other social media sites

Optimized campaigns, including the creation of content, building comments, interaction, and links between the campaigns

Meredith did not participate. Our plans evolved. We created content without firsthand or original information. Therefore, what we could not locate via research, was deduced and construed. The Amazon book was written without content from Meredith.

Before bringing us into the fold, our client had engaged an internal employee to bolster Meredith’s online presence. The employee was given thirty days but dedicated only forty hours to the project. In that time, they created a WordPress account, bought domains for multiple sites, and created public profiles here and there.

They lacked the knowledge of how to use any of these things to their advantage. Their sparse and unknowledgeable use of the platforms was flat and underachieving.

 

Collaboration Success

 

This endeavor was too big and detailed in scope for an internal resource to effectively produce results

Due to the highly sensitive nature of the issue, they did not feel comfortable giving an employee access to all the information required for the project to work

Due to these constraints, our client realized that they needed professional outside help

After our research period, we began publishing content. We shared positive stories and anecdotes on SlideShare, LinkedIn, Google+, and more. These articles and videos highlighted Meredith’s family, childhood, heroes, education, career growth, current work success, fundraising, and philanthropy. We began weekly review campaigns on platforms you would not think would benefit this project, but they suited the task quite well. Meredith even became a frequent voice on some social dating applications.

Our first large undertaking was publishing an article on Wikipedia. That failed. We took on a greater project, writing Meredith’s biography to market and collect reviews on Amazon.

The Results

We’re going to be honest. Getting our article published on Wikipedia was a struggle. It took two weeks and half a dozen draft rejections before we walked away – unpublished. This was extremely frustrating. We’re talking about laptops nearly being thrown into the road frustrated. Hair fell out. Hours upon hours were spent pouring over unclear “help” that lead to new rejections and further unclear “help”. However, to our great surprise, the rejection ranked on Google! That’s how powerful Wikipedia is. Even a rejection ranks on the first page of Google.

Conclusion

We Created and manage multiple media and directory accounts. We used Amazon, Google, SlideShare, LinkedIn, and more, to populate content. By optimizing these sites, Meredith’s positive press would rank first causing Google to pick up the signals to ensure continued top ranking.

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