Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
No Bad Reviews: Online Reputation 101 Preserving, Protecting and Repairing Your Brand Online
#SWIS15
Kent Lewis President & Founder
@AnvilMedia @KentjLewis
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Agenda
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I. Introduction
II. Auditing and Monitoring Your Brand
III. Developing an ORM Plan
IV. Social Media & ORM
V. Responding to Reviews
VI. Search Engine Optimization & ORM
VII.Public Relations & ORM
VIII.Examples & Recap
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Your Brand Online
What defines a brand? Experience/interaction Perception/stories Marketing/relationship
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Negative Reviews?
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When Someone Googles Your Business, What Will They Find?
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Google Page 1: Your New Business Card
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What is Online Reputation Management?
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Fast Facts
—81% of consumers research brands online, and on Google specifically, before making a purchase.
—80% of consumers are persuaded by online reviews about brands, services, products etc.
—On average, 71% of searches on Google result in a click on Page 1, whereas page 2 only gets about 5% of the clicks.
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What Does This Mean?
—Customers are looking for you on Google, reading about you on Yelp and Facebook, and making decisions based on what they find.
—Customers do not look past the first page of Google.
—It is critical to own every listing for your branded search.
—Negative results are invisible on Page 2.
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Auditing & Monitoring Your Online Brand
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Auditing Your Brand
—Search every relevant keyword related to your brand or company.
—Any negative sentiment? Reviews, articles, photos etc.?
—Learn more about the sites that rank and why?
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Identifying ORM Issues
Modifiers
Service: reviews, ratings, complaints Legal: litigation, lawsuit, sue Management: executives, individuals Negatives: suck, hate, lame
Situational: spill, union dispute, crash
YourCompanySucks.com Purchase & protect Bonus: host a moderated forum & engage
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Monitoring Your Brand
—Use Google Alerts and social tools to monitor brand mentions.
—Respond to comments/articles promptly.
—Where are people talking about you the most? The least?
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ORM Fundamentals
Plug the leak! Identify undesirable listings in search results Create & optimize competitive content Develop inbound links to boost rankings Leverage existing opportunities
Utilize keyword-friendly domain names Create profiles/content on trustworthy domains Promote “friendly” content in target search result
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Developing an ORM Plan Factors
Scope of issue (potential liability) Timeline or sensitivity Available internal resources Budget (what does this problem cost if not resolved?) Personal vs. professional social presence Employee involvement
Resources Copywriter PR professional Social media monitor (customer service representative) Monitoring software/service
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Effective ORM Strategies
Optimize branded corporate content on site
Home, About, Contact, Legal, etc.
Create & Optimize PR content (News Room) FAQs, attractions, events, etc.
Syndicate high value content Releases, articles, blog posts, etc.
Engage in conversations Discussion lists, forums, blog comments
Develop strategic inbound links Events, organizations, non-profits, industry websites
Integrate metrics & measurement URLs, tracking strings, unique 800#, promo codes
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Three Prongs of Online Reputation
SOCIAL SEO
PR
ONLINE REPUTATION
MANAGEMENT
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ORM: Social Media
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Claim & Optimize Social Profiles
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How To Respond To Negative Reviews
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What Not To Do
—Deleting Negative Comments
—Ignoring or Responding Slowly
—Attacking or Responding Defensively
—Astroturfing
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Avoid a Reputation Disaster
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What To Do Instead
—Respond With Positivity and Understanding
—Use Negative Comments as Opportunity to Highlight Strengths
—Ask Loyal, Regular Customers to Write Review
—Remember the Customer is Always Right
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Responding on Yelp
—Respond Publicly First
—Send a Private Message
—Do Not Solicit Reviews
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ORM: Search Engine Optimization
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Your New Business Card
—Brand Website
—Social Media
—Blogs
—Directory Listings
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Social Media & SEO — All social channels should
have the same branding, same URLs etc. to maximize search visibility
— It is important to consistently share content in order to build social authority and improve ranking.
— Ideally, Facebook, Twitter, Pinterest and/or LinkedIn should rank just below brand site.
Social Profiles Posting Cadence
Daily
1-2 posts per day (retweets, responses, outreach, etc.)
Create and populate boards as content becomes available
1 photo a day, 1 video a week
1-2 times a month, increasing to 2-3 a month when content is
available
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Social Media Editorial Calendar — An editorial calendar helps
plan and visualize the editorial strategy for the forthcoming months.
— By planning topics and content formats, you can easily scale and plan content creation efforts.
— Use a shared calendar or an Excel spreadsheet to map out ongoing content development efforts.
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Google My Business
— Make sure the right info appears when people search for you on Google Search, Maps and Google+
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Blogging — In addition to a blog hosted on your site
subdirectory, develop microblogs on other platforms.
— Share all blog posts on all social channels.
— Use social bookmarking services like StumbleUpon to expand reach.
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Local Directories and Review Sites — Take ownership of all local directories
that rank prominently for your brand
— Local search and discovery services
— Yelp
— Foursquare
— TripAdvisor
— Other local directories
— Google, Bing, Yahoo
— YellowPages
— CitySearch
— BBB Etc.
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NAP — Make sure all directories feature the
same Name, Address and Phone number, AKA your NAP
— Should match NAP on your website and social media
— Crucial to Local SEO and ensuring Google trusts your site to rank prominently.
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ORM: Public Relations
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Newsworthy? Press Release It. — Sponsored a local charity/event?
— Reached a notable milestone or formed a new partnership?
— If it’s newsworthy and interesting, an outlet will pick it up, potentially ranking highly in search for your brand.
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Become a Go-To Source — Reach out to local reporters covering
beats related to your area of business.
— Get quoted in articles and earn backlinks back to your website.
— News sites are high-authority with tremendous ranking power.
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Help a Reporter Out — Pitch reporters to be a source for
their article.
— National and local news publications.
— Sent to your email three times a day, based on vertical.
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Advanced ORM Strategies
Address the issue directly (offline) Create & optimize multimedia assets Develop subdomain content Purchase branded & related issue terms Build free site/pages (Google Sites) Leverage pay-per-post blogs Create viral/linkbait content Leverage charitable donations/sponsorships Participate in indexable forums
*Special thanks to Rand Fishkin, Andy Beal, Chris Bennett and Jaan Kanellis
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ORM Examples
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Example: SolarCity
Corporate ORM Branded PPC Optimized site(s) Social profiles Directory listings
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Industry Sites
Solar Oregon & Angie’s List Become a member Claim & manage profile Manage & market reviews
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Review Site: Yelp
Yelp! Profile history available Flag (justify) reviews Encourage Elite reviews
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Example: Managing Reviews
Above the Average: mitigate negative with positive Soliciting Positive Reviews
Identify happy customers & encourage them to review Provide links in email or on paper Back-end incentivize once they have reviewed
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Example: Suggested Search
Suggested Search Search volumes Citations/mentions Links to relevant content
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Example: Suggested Search
Suggested Search Influence ratings stars Create & optimize content Syndicate & build links
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Examples: Local Search Results
Local SEO Need to be in top 3 Google+ reviews help Follow best practices
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Monitor > Measure > Evolve
Measuring ORM Efforts Quantity of reviews Quality/sentiment Resulting traffic/leads
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Key Takeaways
– Audit and monitor – Stay active on social media – Kill negative reviews with kindness – Earn media coverage for newsworthy events – Own the first page of your Google search results
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ORM Resources (#SWIS15) – Ten Tips For Optimizing Your Online Persona – Five Steps to Generate Search Engine Visibility, Authority and
Quality Links via Public Relations – 7 Steps to Leverage Social Media to Increase Search Engine
Visibility – How to be a Rock Star on 8 Social Media Platforms – How to Become a Social Media Guru in 3 Easy Steps – Online Reputation Management: Seven Strategies to Build
Your Brand – YourCompany.Sucks: Brilliant Strategy or Brand Suicide?
Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
Kent Lewis President & Founder
@AnvilMedia @KentjLewis
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