Reputation info

services for executives

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Copyright © 2011 Reputation.com, Inc.

Online Reputation Risks Facing
Executives & Business Professionals

+67%

76%

69%

Over 67% of C-level
executives believe
we now work in a
reputation-based
economy (Reputation
Institute, 2011)

76% of executives expect
to be Googled, yet 22%
have never Googled
themselves. (Executive
Essentials, 2010)

On the 2011 Board of
Directors Survey, 69%
of directors identiﬁed
reputation risk as the
most important business
risk. (EisnerAmper, 2011)

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The World Leader in Reputation
Our mission is to help individuals and businesses control
their reputations and privacy online. Pioneers in the field,
Reputation.com is the leading online reputation management
firm in the world with customers in over 100 countries.
Reputation.com has developed solutions for virtually all
aspects of digital privacy control and online reputation
management across a broad spectrum of consumer
segments. We offer products for families, students,
businesspeople, doctors, dentists, lawyers, politicians,
executives, and celebrities, among others. Reputation.com
also serves businesses ranging from mom-and-pop shops to
multinational corporations and Fortune 500 companies.
Reputation.com has been featured in news outlets as diverse
as CNN, Forbes (cover story), TIME Magazine (cover story),
the New York Times Magazine (cover story), 60 Minutes,
Good Morning America, Fox News, The Dr. Phil Show,
Glamour, Das Spiegel (German), the Wall Street Journal, the
Washington Post, and WIRED, among others.
Thanks to years of R&D diligence, our enthusiastic and
satisfied customers, and a solid track record of success,
Reputation.com remains the undisputed world leader in
online reputation management.

“Those who think that their online reputations have been unfairly tarnished . . . now have a practical option:
consulting a firm like Reputation.com.”
New York Times Magazine, 2011

“The oldest and perhaps best-known online reputation management firm.”
The Globe and Mail, 2011

“Reputation.com, one of the leading companies in the field, employs more than 100 online experts, many
with Ph.D.s, who use their intimate knowledge of search-engine optimization rankings and something called
prevalence algorithms to drive positive search results to the top.”
TIME Magazine, 2011

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About Reputation.com
•
•
•

Founded in 2006, privately held
Over 1 million users in 100+ countries
Venture backed, over $67 million raised
•
August Capital
•
Kleiner Perkins Cauﬁeld & Byers
•
Bessemer Venture Partners
•
Jafco Ventures
Located in Silicon Valley (Redwood City, California)
200+ employees
Coined the term Online Reputation Management
Holds patented Internet technology
Proprietary solutions supported by an accomplished R&D team

•
•
•
•
•

Some of our Channel Partners
The following organizations have partnered with us to offer our products and services to their members or customers:
•
•
•
•
•
•
•
•

American Medical Association
American Bar Association
American Association for Justice
California Association of Realtors
Wells Fargo
BBVA Compass
AOL
Direct Marketing Association

Recent Awards
2011 WEF Technology
Pioneer Award
• Awarded annually to
the 30 most innovative
technology companies
in the world
• Recognizes businesses working to
fundamentally improve society through new
technologies
• Chosen from among hundreds of
nominations

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2011 Gartner Cool Vendor in
Risk Management and Privacy
Award
• Offered by the leading technology
analyst ﬁrm
• Recognizes companies using innovative
technologies to meet consumer needs
• Reputation.com was 1 of 5 companies
recognized this year

Management team highlights
Michael Fertik
CEO and Founder
Michael Fertik founded Reputation.com in 2006
with the belief that people have the right to control
and protect their online reputation and privacy. In
addition to his work with Reputation.com, Michael
holds a position on the advisory board of The Internet
Keepsafe Coalition (iKeepSafe), a nonprofit that
works to protect the health and safety of youth online.
Michael is regarded as one of the earliest pioneers of
online reputation management and a leading expert
on issues of online privacy. He co-authored the book
Wild West 2.0 and lectures internationally, appearing
before professional and academic audiences. Michael
also advises school administrators and parent groups.
Prior to founding Reputation.com, Michael clerked for
Chief Judge Danny J. Boggs of the Sixth Circuit Court
of Appeals of the United States. He is a graduate of
Harvard College and Harvard Law School, speaks
several languages, and enjoys sailing, reading, and
running.

Michael Fertik, CEO and Founder of Reputation.com, Inc.

Owen Tripp

Brent Franson

Chief Operating Officer

Senior Director, Advanced Client Solutions

Fluent in Internet search technologies, data mining,
and analytical marketing, Owen Tripp co-founded
Reputation.com in 2006 and now serves as its COO.
Responsible for the breadth of the company’s revenue
platform, his duties span sales, business development
and partnerships, corporate development, and company
operations. Prior to joining Reputation.com, Owen
created the user intelligence team at eBay, breaking
new ground in systems for identity management,
next-generation product finding, and keyword
search optimization. An alumnus of Accenture, Owen
architected large-scale operations centers in the U.S.
and the Philippines during his time with the consultancy.
Owen holds a B.A. with Honors in Spanish Literature
from Trinity College and an M.B.A. from Stanford
Graduate School of Business. Outside of the office, he
enjoys the culinary arts, wine collecting, and reading.

Brent Franson manages all of Reputation.com’s
sales activities and works directly with high-profile
clients. A recognized expert in search engine
technology, Franson has also been involved in the
creation of many of the company’s key products
and technologies. Before joining Reputation.com,
Franson founded and built a successful, full-service
search engine marketing firm, with offices in Mountain
View, Denver, Philadelphia, and Bangalore. He also
conducted regular seminars and workshops on issues
related to search engine technology. Franson is the
President of the Online Reputation Management
Association, an industry group that advocates
standards for the industry.

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online reputation management

What do the search results say about you or your
business? ReputationDefender lets you take control.
Push up the good, push down the bad.
Statistics on Online Reputation

80%

46%

92%

Believe online identity is now as
important as “offline” personal
or professional reputation.
(Intelius, 2010)

Of Internet users search online
to find information about people
from their past.
(Pew Statistics, 2010)

Of Internet users read product
reviews and 89% of people say
that reviews influence their
purchasing decisions.
(e-tailing group, 2011)

70%
Of employers have rejected an
applicant due to information
they found online.
(Microsoft, 2010)

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80%

+

Of reputation damage risk comes
from a mismatch between the buzz
and the reality. (Digimind, 2010)

53%
Of users do not go past the first
two results for any given search.
(AOL, 2010)

Negative search results can hurt your personal and professional
life, damage your business, and give people a one-sided and
inaccurate portrait of who you are and what you do.
ReputationDefender is designed to control the results that appear
in a search for your name or your business name so that accurate,
truthful information rises above gossip and misinformation.
We use our proprietary in-house technologies and approaches to increase the visibility of positive or neutral
content, which in turn causes a consequent decrease in visibility of unwanted or negative content.
Our techniques and expertise are unique in the industry, and our reputation management
methods are based on years of development by our veteran R&D team. We know exactly
what works and what doesn’t, and we can put this expertise into action for you.
The results are powerful: more control over your image when people search for your name, better and more
positive exposure when people search for your business, and comprehensive brand control online.

THE REPUTATIONDEFENDER PROCESS
Collect Data: We compile information about you
and your goals for use in the creation of new
content. You can upload information into our
online dashboard—it’s easy and only takes minutes.
Alternatively, we can use publicly available sources
such as your personal or business website.
Assess the online landscape: We identify existing
positive and neutral content about you to push toward
the top of your search results, based on your input.
Create new content: Our elite team of
experienced writers and editors create
professional, truthful Internet content that is
consistent with your brand and image.
Review and approve: Before publication, we give you
a chance to review the content we have created. You
can make edits or send us suggestions for revisions.

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Strategic publication: Once you have given
your approval, we promote this new content
and any preexisting positive content to the
top of search results through proprietary
online reputation management techniques.
Site customization: We painstakingly adjust the
settings for all of the websites we publish to
on a case-by-case basis, in order to maximize
their ability to rank in the search results.
Staggered release: We carefully implement our
content promotion strategies over a period of weeks
to make sure that you receive optimal results in
search engines. You may see initial improvement in
your search results in as soon as two weeks after
you approve new content, but the full extent of our
work will take several months to become apparent.

Average Timeline

Generate Customer
Biographies

Publish Biographies
to Web

SEARCH RESULTS

Generate Additional
Biographies
WEEK 1: FIRST RESULTS

Customer Testimonials
The takeaway from my experience being
slandered online: Just because you’re a good
person, doesn’t mean the Web thinks so.
The company I was working for was the target
of a malicious online attack. I quickly came to
realize that my good name was at stake too. A
disgruntled customer at my former employer, a
national rental car company, created a website
with the purpose of trashing the employer and
creating a message board for employees and
customers alike to air their frustrations.
Many of the statements made were false and
perverse. The comments were primarily consisting of
employees dissing fellow employees and identifying
names, including myself. I hadn’t really considered
all the negative effects of this slander, until I began
a new job hunt. How would prospective employers
view me? With my unique name, this content
was absolutely ﬁndable! My attempts to remove
this content myself were futile and frustrating.
When I began work with Reputation.com they
really listened and designed a program that ﬁt my
budget. Within two weeks, the misleading links were
buried in my Google Search. I am very thankful for
Reputation.com for helping me regain control over
my online reputation in advance of my job search.
– Karen F. (California)

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As a small business owner, I feel that
ReputationDefender is the most important
weapon in my marketing and advertising
arsenal. It has promoted the positive content
about me and increased my online presence.
My insurance business is based on trust
and integrity. I couldn’t have launched
my new agency without your help.
– Richard W. (Small Business Owner, Louisiana)

I even checked to the tenth page of my Internet
search and the negative link was nowhere to
be found. You don’t know what a huge sigh of
relief it was to not see that link anymore.
As an executive for a global company, it’s critical
to have a clean online reputation to match my
distinguished career. Any slip on my part could
mean the loss of millions of dollars. Now whenever
someone searches for me on the Internet, I now have
greater control over what they will see. Reputation.
com has not only protected my online reputation
but it has also increased my online footprint.
– Frank S. (Ontario, Canada)

Screenshots
Analysis and Assessment

Account Overview

Approve/Revise Content

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?

Frequently Asked Questions

What content will you create?

How long does it take to see results?

Reputation.com creates content that is as broad
and diverse as the Internet itself, tailored to the
needs of our clients. However, for most content
creation initiatives, we begin by crafting professional,
biographical material that reflects favorably on our
clients’ backgrounds, careers, and achievements.
Our elite team of experienced writers, editors,
and Internet publication experts can customize
the tone, format, length, and specificity of this
material to suit your needs. In addition, some
ReputationDefender packages also include nonbiographical content, added later on to bolster earlier
work. This writing can take any format and touch
on any theme you desire. Clients have complete
control over all content created, with the option
to review, edit, and revise prior to publication.

We usually start to see results within weeks of getting
approval from you to publish your first round of
content. Solid gains are usually seen a month or two
later. The exact timing will depend on the nature of
your situation and the package you have selected.

Where will this content be posted?

We select sites based on their ranking power (domain
authority) and their appropriateness to your niche.
Virtually any online venue appropriate to your
needs can be used. However, we never publish to
sites that don't fit the reality of who you are, and
we don't publish to sites that pose an additional
risk, such as review-based sites or forums.
Complementing these properties, we also create
specialized microsites, landing pages, blogs, and
other types of properties as required. In addition,
we constantly update our extensive database of
publication sites, or properties, to provide your
content with the greatest visibility possible.

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Is it possible to speed up the process?
Larger packages with more content tend to produce
faster results. The more content we create and
publish, the faster you will see changes in your search
results. There are inherent limits to how fast we can
speed up the process of publishing content to the
Web, however, because search engine algorithms
tend to reject rushed infusions of content. Through
experience and careful analysis, we have learned the
fastest possible way to improve your image. If you are
interested in getting your content to the top of search
results as quickly and securely as possible, please
inquire about expedites, available at an additional fee.

Can I start small and upgrade
to a larger package later?
Of course. We believe that the best way to learn
about our services is to try them for yourself. If you
like what you see and want to expand your gains,
you can always upgrade to a larger package later.

What constitutes success?

Is the service confidential?

Studies of search results show that the vast majority
of searchers focus on items near the top, with the
first three results receiving over two thirds of the
clicks. Less than 10 percent of people go to the
second page of search results for any given search.

Yes. We will not publicize our relationship. To
the public, it will simply appear that you have
very relevant and positive search results.

Therefore, downward movement in the unwanted items
is considered success. Clearing the first three results is
the first goal, then the top five, and then all of Page 1.

This depends on a variety of factors influencing your
search results. If you are working in a crowded field
or have a large amount of existing negative content,
you may need to start with a more aggressive
approach. The activity in the search results and the
domain strength of both positive and negative content
also play a role. We will assess your situation and
provide you with a solution tailored to your needs.

You can track progress over time through our
comprehensive online reporting dashboard,
which shows you exactly how your search
results and online reputation have changed
since the start of the engagement.

How much is enough?

Do I get access to all the content?

Yes, we have a 90-day, money-back guarantee
on ReputationDefender engagements.

Yes. You can access the usernames and passwords
for all the sites where we publish information
about you from your online dashboard.

Do you provide maintenance service?
Yes, as long as yourcompany
your membership is active, we will
Search
continue to monitor your search results. Depending
Neutral information online neither also create and publish
on your package, we may helps nor hurts you
new content for you in eacharticles and news mentions
year that you renew.
Neutral content includes routine news
Our experience teaches us that a thorough refresh of
Your homepage often appears near the top of search results
content is required about once per year to maintain
Negative coverage; if you go longer than a
effective searchinformation in search results can poison your reputation
year betweenmay control other positive youonline, suchthe risk of other
refreshes, content run as a blog
You
content creeping into the top search positions.
Advanced Search

Web Show options...

Results 1-10 of about 283,000,000 for your company.

It can be useful as a buffer against harmful content, but you should take
advantage of the opportunity to spread your positive message instead.

PROFIT
PROFIT

Do you provide a guarantee?

Often, a news story that mentions you in passing will rank highly for your name even though
it contains very little information about you. It neither helps nor hurts your reputation.
This is a good first step, but it is not enough. One homepage link takes up
only 10% of the first search page, and it is not enough to control your reputation.
Many consumers look only at the first few search results; what they see will
dictate their opinion of you. You must control these search positions.

A blog or other social media presence can be a first step toward control of the first
page of results, but often Google does not automatically rank your efforts highly.

Often, false and malicious information is spread by competitors

False and salacious information often attracts attention, which can cause it to
rise to the top of a search engine results page.

How long does my membership last?
We will create new positive cont nt you control
We will create new positive content you control
t v conten
u o o

We will craft professionally-written truthful content that reflects highly upon
We will craft professionally-written truthful content that reflects highly upon
at
o l e u u
n a
l c
g
p
you, and publish it to crucial websites around the Internet with your approval.
you, and publish t to crucial websites around the Internet
s
r ca
b
s o n
e n
your approval.
r po a

Your subscription is initially or neutral content year. After a
We can also highlight existing positive for one
year, we have found that it is beneficial to build
Positive content can include glowing news coverage and blogs
new refresher content to maintain the strength
False reputation. We offer special
of your online negative information about you can create a self-sustaining cycle
renewal packages to our loyal members.
Often, there is good information about you on the second or third page of Google.
In larger packages, we can bring this information to the forefront.
Any site that provides a positive perspective on you can be a useful asset to
controlling your reputation. We will leverage this existing content where possible.
The higher negative information appears in search results, the more likely it is to
be copied by bloggers, reporters, and the news media.

Do you follow an ethical
code of conduct?
Yes. Reputation.com is a founding member of
ORMA, the Online Reputation Management
Association. We strictly adhere to the ORMA code
of conduct. That means that we will not create false
or misleading content, nor will we serve certain
types of individuals or organizations. If you feel
that you have a situation that may implicate the
ORMA code of conduct, please let us know.

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EXPOSURE
EXPOSURE
Increasing your visibility online with ReputationDefender
can boost the success of your business, professional
life, and more. Take back control of your reputation and
your success with ReputationDefender.

Does it work in international
search engines?
Absolutely. By default, we target North American
searchers who use English-language websites,
but our proprietary systems often have a spillover
effect into other markets and languages.

We also have many clients who have an international
presence and would like content specifically
targeted at other languages and markets; we can
easily accommodate those goals. However, we incur
substantially higher costs for non-U.S. engagements.
Consequently, our fees for international engagements
are twice the listed price for the equivalent U.S. service.

What's the difference between
ORM and SEO?
The expertise of SEO firms does not address the
problems of online reputation management (ORM).
While an SEO firm only needs to move sites that it
controls up in the search results, Reputation.com has
to move a large number of sites we don't control, both
up and down. In order to achieve this goal, we've spent
millions on R&D, developing and testing customized
technologies and proprietary approaches. No other
company in the world offers a competing product.
It would be incredibly inefficient to utilize standard
SEO techniques to target each spot in the first page of
results in the way ORM can. The expense would be 10
times that of a regular SEO engagement, and each of
the sites in question would compete with the others,
reducing their impact collectively. ORM is a much
more nuanced approach that spreads promotional
factors between many sites in order to build the right
impression in the most cost-effective manner possible.

What is a Reputation Advisor?
Your team of Reputation Advisors oversees the
progress on your account and answers any questions
you may have. You will receive the email address and
direct phone number for your team's contact person,
and you may call him or her at any time to discuss your
questions or concerns. You may also call our dedicated
ReputationDefender phone line at 877-720-6488
to reach the first available consultant.
Our Reputation Advisors are trained in online reputation
management and they are happy to share tips and
tricks that you can use yourself to help maintain and
improve your online image. And, because your team
of Reputation Advisors will oversee your project from
start to finish, you can be assured that they will be
familiar with the details of your specific situation. If
you have any questions about your progress, or how
to unlock even more powerful online reputation tools,
our team of Reputation Advisors will be here to help

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you. Many clients report that access to a Reputation
Advisor alone is worth the price of membership.

Why are subscriptions one year long?
Online reputation management is more like a marathon
than a sprint. Search engines use longevity of interest
to determine the importance of a particular website.
For instance, press releases typically shoot to the top
of the search results and then fall back down just as
fast, which makes sense given the short-term value of
a press release. Wikipedia articles, on the other hand,
almost always rank highly because the type of content
they provide is, by its nature, of long-term interest.
In designing an effective engagement, not only do
we need to factor in the amount of time needed to
produce the desired results, but also the amount of
time needed to convince search engines that the
desired results are relevant over the long term. This
is why we typically aim for 12-month engagements.
Search engines consider any online search trend
lasting less than one year to be short term.
After approximately 12 months, the process of
reinforcement becomes less reliant on intensive
content publication activities, due to the psychology
of online search. People click items near the top of the
search results page, increasing organic traffic to those
websites. Unwanted sites that have been pushed down
for months, contrastingly, see a corresponding drop in
traffic that reinforces their new position on lower pages.

available packages
Defender
$5,000

Defender
$7,500

Defender
$10,000

25

40

Properties

Highly visible third-party sites used for content
publication, such as Twitter or LinkedIn. Selected
for ranking strength and relevance to your niche.

40

40

50

One-page microsites or landing pages with a
personalized URL like www.doctorjohndoe.com.
Often the strongest Web properties we maintain.

6

8

10

Powerful visibility optimization techniques,
designed to promote networks of similar content
such as the content and properties we create.

Third-Party
Promotion

Visibility optimization of pre-existing content of
your choice, such as your company website or a
favorable news article.

Proﬁle
Optimizer

Customization of properties to maximize ranking
effectiveness and enhance their relevance to your
niche.

Website
Updates

Refreshing and revitalizing your Web properties
in order to maximize their promotional potential
once they have been online for a few months.

20

20

30

Portal Access

Direct access to Web reports, tools, all content
we create, and usernames and passwords for your
properties.

Sentiment
Analysis

Access to current and historical Web rankings,
showing which of your results have gone up or
down since the start of our work.

Reputation
Advisor Team

A Reputation Advisor team will monitor your
account and the progress being made. You may
contact a Reputation Advisor by phone or e-mail
with your questions or for reputation advice.

Progress
Reports

CREATE

15

Link
Reinforcement

PROMOTE

Pieces of biographical or other relevant online
copy, created by a team of professional writers
and editors, approved by you, and published
strategically online.

Direct Sites

UNDERSTAND

Professional,
Relevant
Content

Monthly progress reports showing the
improvement in your reputation, starting after the
beginning of new content publication.

10

10

10

These are the packages recommended for your unique situation. Need something different? Contact your
Reputation Advisor and discuss whether a custom service level would be right for you. Expedited services are
often available for an additional fee. We can be reached by phone at 1-877-720-6488.

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The Global Do-Not-Call List

MyPrivacy finds
your personally
identifiable
information
and wipes it
off the web
One of the most comprehensive digital privacy solutions available anywhere,
MyPrivacy lets you control where and how your personal information appears
online. You also get greater control over which advertising networks track your
online activity.
Through an exclusive partnership with the DMA, MyPrivacy also enables you to
eliminate up to 90% of the direct mail that you receive at home.
MyPrivacy is one of the most thorough and easy-to-use privacy management
solutions available anywhere.

© reputation.com 2011

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