EFTA Document EFTA01788565

From: Sent: Friday, December 16, 2011 6:41 PM To: Jeffrey Epstein Subject: Approach Summary Attachments: Picasso Overview_pdf.html; Untitled attachment 00685.htm; RepDef-Process- Deck_pdthtml; Untitled attachment 00688.htm; company-overview_pdf.html; Untitled attachment 00691.htm ONLINE REPUTATION MANAGEMENT: A Three Pronged Approach:=o:p> 1. =font size="3" face="Calibri">Optimizing good information to push down t=e negative: using new content (blog, websites, press releases, public netwo=k profiles, google images, etc) and search engine optimization. Changing th= Wikipedia profile. Notes Wikipedia below. 2. Eliminating the bad information using prevalence and proprietary a=gorithms; redirecting the way in which Google sequences your information (r=associating it with the positive content). This is called off-page optimiza=ion. 3. Eliminating personal information (soci=l sec, tel ft's, dob, addresses etc) from all public and private dir=ctories. COMMENTS: Step 2 is critical<=i> otherwise one is just bailing water from an ongoing flood of negative pr=ss. By realigning the algorithms (i.e. reinforcing positive associations wi=h your name and weakening the negative associations), one almost permanentl= seals up the water hole or at least closes it significantly. This allows f=r Step 1 to be a onetime project (which will take 2 to 4 months approx.), w=th just tweaking here and there down the road with updated content. BEST PEOPLE TO USE: You need people who eat, drink and sleep algorithms and sear=h engine optimization. I've researched several companies and the mo=t skilled, discrete, award winning and comprehensive is a company called, <=font> = <http://www.reputation.com/> Represents numerous=fortune 500 companies <=pan style="mso-list: Ignore">• &nbs=; clients in more th=n 100 countries <=pan style="mso-list: Ignore">• &nbs=; based in Silicon V=Iley <=pan style="mso-list: Ignore">• &nbs=; Featured on CNN, W=J, Forbes, NY Times etc <=pan style="mso-list: Ignore">. &nbs=; Undisputed world l=ader in online reputation management <=pan style="mso-list: Ignore">• &nbs=; Prevalence and pro=rietary algorithms to drive positive search results to the top. <=pan style="mso-list: Ignore">- &nbs=; Intimate knowledge=of search engine optimization. <=pan style="mso-list: Ignore">• &nbs=; 200+ employees <=pan style="mso-list: Ignore">• &nbs=; Patented Internet t=chnology EFTA_R1_00113161 EFTA01788565 <=pan style="mso-list: Ignore">- &nbs=; Partnered with: Am=rican Medical Assoc. Am Bar Assoc, Aol, etc <=pan style="mso-list: Ignore">• &nbs=; $67 million in ven=ure capital to date. <=span>CE= is Michael Fertik CEO and Founder= Michael Fertik founded Reputation.com in 20O6 with the belief that people have t=e right to control and protect their online reputati=n and privacy. In addition to his work with Reputation.com, Michael holds a position on the advisory b=ard of The Internet Keepsafe Coalition (iKeepSafe), a=nonprofit that works to protect the health and s=fety 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 c=-authored the book Wild West 2.0 and lectures internationally, appearing before professional and academic a=diences. Michael also advises school administrator= 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. H= is a graduate of Harvard College and Harvard Law S=hool, speaks several languages, and enjoys sai=ing, reading, and running. TIME FRAME & FEES Their "Picasso" Tech services described in step=2, will take approx. 3 months to eliminate bad press from the lstnd page. The whole process will take about a year to be so=idified. Fees will be approx. $10k -$15k per month but depends on each case=and costs can be kept down by providing content and selecting only truly ne=essary services. 2 EFTA_R1_00113162 EFTA01788566 WIKIPEDIA This is a tough nut to crack. And I need to do more research=on this. Wiki comes up first on the Google list due to its powerful domain a=d contains totally lopsided and damning content on you. But we'll crack it. On the surface, Wiki is controll=d by a morass of copyediting geeks who have nothing better to do than to di=cuss reference tags etc. It is also 'the people's' e=cyclopedia, dictated by the tyranny of the majority—so no objectivi=y at all. Current Strategy— 1. The Reputation group have a copyright team dedicated to bala=cing the content on Wikipedia and gradually sectioning the bad stuff down t= sub categories in the profile. They don't seem to be able to eliminate the bad though. 2. So, l=think it's worth seeing how people like Prince Andrew managed to cr=ate an absolutely stellar profile— or Bill Clinton for that matter. N= mention of his impeachment or lying to the Grand Jury. It barely touches o= Lewinsky etc. 3. There are also protected pages on Wiki but I need more ti=e and research. WEBSITE You need to update your website immediately by adding the bi= on you from The Edge if you can and adding a longer summary of science and=scientists that you are/have worked with. 3 EFTA_R1_00113163 EFTA01788567