Reputation management resource allocation sample
Every online reputation campaign is different. The table below illustrates a typical resource allocation between startup, the first month, and an average month.
Please note that this is an approximation and that your campaign will certainly be different. Every campaign is custom.
| Step |
Action |
Startup |
First Month |
Avg. Month |
| Campaign setup |
|
|
|
| |
Project initialization |
5% |
|
|
| |
Client questionnaire (CQ) |
5% |
|
|
| |
Internal kickoff meeting |
10% |
|
|
| |
External kickoff meeting |
5% |
|
|
| |
Asset organization |
5% |
|
|
| |
Monitoring and tracking |
1% |
|
|
| Research |
|
|
|
|
| |
Competitive research |
5% |
|
|
| |
SEO research |
10% |
|
|
| |
Technical research |
10% |
|
|
| |
Publisher research |
10% |
|
|
| Strategy |
|
|
|
|
| |
Owned web property strategy |
5% |
|
|
| |
Earned web property strategy |
10% |
|
5% |
| |
Promotion strategy |
10% |
|
|
| |
Knowledge panel strategy |
2% |
|
|
| |
Listings strategy |
2% |
|
|
| |
Wikipedia strategy |
5% |
|
|
| Content |
|
|
|
|
| |
Content planning |
|
10% |
|
| |
Content development |
|
30% |
15% |
| |
Content outreach |
|
0% |
15% |
| |
Content promotion |
|
13% |
10% |
| |
Database updates |
|
5% |
|
| |
Wikipedia content |
|
5% |
|
| Development |
|
|
|
| |
Website development |
|
20% |
|
| |
Profile development |
|
|
10% |
| |
Social media development |
|
|
5% |
| |
Schema development |
|
2% |
|
| |
Wikipedia development |
|
|
10% |
| Promotion |
|
|
|
|
| |
SEO |
|
|
20% |
| |
Listings management |
|
10% |
|
| |
Outreach |
|
|
10% |
| |
Social recommendations |
|
5% |
|
As you can see in the chart above, online reputation management phases consist of setup, research, strategy, content, development. and promotion. Overlaying those phases are administrative activities like project management, quality control, and certain specializations like SEO, SEM, etc.
The allocations listed above are for a typical, somewhat simple, suppression campaign for a company with the notability to earn a Wikipedia page. But if the project called for development and promotion in a language other than English, or included review and rating management, negotiation for the removal of online content,, heavy SEO, or other specific activities the allocation would be different than the sample above.
