Internet reputation management

Internet Reputation & Marketing
Management
Appin Technology Lab
http://www.training.appinonline.com/

Copyright © Appin Technology Lab 1
 Introduction
 Why IRM
 Internet Branding
 RAR
 Internet Marketing Research
 B2B Web Marketing
 Search Engine Optimization(SEO)
 Internet Reputation & Marketing (IRM)
 Social Media Marketing(SMM)
 Benefit of IRM
 Scope of IRM
 Duties/Responsibilities of IRM Expert
TOPICS

INTRODUCTION
 Internet Marketing is the art
and science of selling
products and/or services over
digital networks, such as the
Internet and cellular phone
networks.
 The art of internet marketing
involves finding the right
online marketing mix of
strategies that appeals to
your target market and will
actually translate into sales.
 The science of online
marketing is the research and
analysis that goes into both
choosing the online marketing
strategies to use and
measuring the success of
those online marketing
strategies.
 All the strategies, products
and techniques used to
promote products on the
World Wide Web are deemed
to be under online marketing

INTRODUCTION(CONTD.)

 It serves as a defence to negative and defamatory content against your
company.
 It provides marketing stability
 Protects against unchecked defamation
 Allows a company to “put its best face forward” in the online world.
 Removes negative impact of your company in market.
 Helps to get more clients and sustain the existing clients
 Helps n building trust
 It increases visibility of your brand
 It develops and maintains your brand name
WHY IRM

 Brand management process that uses the internet as any medium
pertaining to positioning a brand name available on the market. Website
development and SEO, social marketing, blogs, online press releases, and
video clip marketing are methods useful for online branding purposes.
 Why Branding:
 Delivers the communication clearly
 Confirms your standing
 Connects your current target prospective buyers emotionally
 Motivates the client
 Concretes Consumer Loyalty.
INTERNET BRANDING

 Brand building strategies include:
 Messaging
 Branding/Image
 Identity/Logo Development
 Customer Positioning
 Advertising
 Web and E-marketing
 Collaterals/Brochures
 Direct Marketing
 Social Media
INTERNET BRANDING

INTERNET BRANDING

 RAR stands for Reputation Analysis Report.
 It is a report, created when we start analysing the online reputation of any
brand which describes the current online reputation of that brand on the
Google. That report includes the present scenarios of the brand on internet
along with the feedback of their users. The scenarios can be good or not
good depending upon the feedback of the users.
 Sometimes the reports also includes the online reputation of the person
who is running that brand because the brand owner reputation also affects
the reputation of the business.
RAR

 It offers comprehensive study
which provide everything you
may need, and all from your
central, easy to get source.
 Swifter option for finding and
also analyzing market,
customer and also competitor
information
 Provides comfortable and
anonymous setting to hold
focus-group conversations and
distribute questionnaires.
INTERNET MARKETING RESEARCH
 Access previously unfamiliar or hard
to get buying inﬂuences
 Tasks favorable business image
 Supply product facts
 Encourage client involvement while
using product array
 Generate qualiﬁed prospects for
sales people
 Handle consumer complaints,
requests and tips
 Serve as an electronic couponing
gadget.

 Research area:
 Audience
 Competitor
 Product
 Customer Satisfaction
 Psychological Analysis

 Online marketing trends that will
dominate 2014 – Forbes
 Content marketing will be bigger than
ever
 Social media marketing will require
more diversity
 Image-centric content will rule
 Mobile-friendly content will be
necessary
 SEO and social signals will become
even more intertwined

 B2b web marketing strategies can service B2B marketing and advertising
well because B2B relationships are seldom about an instant one-off
exchange. Rather it can be about building reputation, indicating capability as
well as showcasing reliability.
 Business to Business (B2B) web marketing:
 Thinks about distributors, resellers, stores and spouses
 Selling to someone that is not the particular direct user
 Usually a couple of person interested in purchasing course of action
 Businesses generating large purchases depend on suppliers and expect
dependability and shipping and delivery of quality product or service
on time period
 Personalization.
B2B WEB MARKETING

 Web Traffic is Top content metrics for last three years
B2B WEB MARKETING

 SEO would be the process involving improving the particular organic ranking
of a website together with leading search engines like yahoo and google.
 Professional SEO firms assist in improving web rankings with regards to
clients by modifying his or her websites to higher reflect what yahoo and
google are searching for.
 SEO services include
 Initial Review and Analysis
 Keyword Research and Analysis
 Content Writing
 Link Development
 Local Search Submission & Optimization
 Online Public Relations
SEARCH ENGINE OPTIMIZATION

 A Internet Reputation is the perception that one generates online based on
the digital impact.
 The facility of this media is usually directed when it comes to creating,
transforming, shaping, and impacting on perceptions in a very more
narrowly defined framework.
 Reputation management treats a corporate image as an asset to be shaped,
nurtured, protected, and used.
IRM

 IRM Includes:
 Improving the tagging and search
engine optimization of company-
published materials, such as white
papers and positive customer
testimonials in order to push down
negative content.
 Publishing original, positive websites
and social media profiles, with the aim
of outperforming negative results in a
search.
IRM

 Monitor what people are saying:
 Conduct Google search on yourself once a month
 Develop a listening process
 Use alert service to inform you when name used online
 Free
 Google Alerts
 Naymz.com
 Rankur.com
 SocialMention.com
 Paid
 Trackur
 Reputation.com
 BrandsEye
IRM

 Reputation Management Tricks:
 Blogging – Blogs that are updated every day
 Directory listings – Listing a website in directories using optimized
keywords
 Direct reviews – Hiring someone to write good reviews of the
company on websites
 Online publicity – Syndicated article writing, links, and banners
 Social networking – Posting pages on MySpace.com and Facebook.
IRM

 Blogging:
 "Blog" is an abbreviated version of "weblog," which is a term used to
describe web sites that maintain an ongoing chronicle of information.
 A blog features diary-type commentary and links to articles on other
Web sites, usually presented as a list of entries in reverse chronological
order.
 Blogs range from the personal to the political, and can focus on one
narrow subject or a whole range of subjects.
IRM

Directory Listing:
IRM

Direct Reviews:
IRM

Social media marketing programs usually give attention to efforts to create
content that attracts awareness and stimulates readers to share it with their
social systems.
As search engines (including Yahoo and Google and Bing) include social data
on results pages, the comments and sociable shares your articles ignites can
be critical for you to catching clicks.
Popular SMM Platforms are:
1. Facebook
2. YouTube
3. Twitter
4. LinkedIn
5. Google+
SOCIAL MEDIA MARKETING

 Social Media is all about:
 Content Delivery – putting it out there
 Content Visibility – letting some people see it
 Content Virality – broadcasting it to EVERYONE!
SOCIAL MEDIA MARKETING(CONTD.)
 SMM includes :
 Video sharing web sites
 Blogs, Micro-blogs
 Social Networks
 Widgets
 Search Advertising
 Direct Email

 SMM focus on tracking:
 Number of Clicks
 Number of Sales
 Number of Actions
 Total Value of Sales
 Cost of Campaign
 Total Profit
 Cost Per Click
 Cost Per Sale
 Cost Per Action
 Return On Investment

 The Business Network:
 Business networking is a socioeconomic business activity by which
groups of like-minded businesspeople recognize, create, or act upon
business opportunities.
 A business network is a type of business social network whose reason
for existing is business activity.
 Business networking is a more cost-effective method of generating
new business than advertising or public relations efforts.

 LinkedIn changing the way companies hire across the world.
 LinkedIn to get more sales
 LinkedIn to build profile
 LinkedIn as a research tool
 LinkedIn for recruitment
 LinkedIn as a News Source
 LinkedIn to Buy Products/Services
 LinkedIn for networking
 LinkedIn to keep in touch with old friends/colleagues

“Character is like a tree and reputation like its shadow. The shadow is what we think of it;
the tree is the real thing.” Abraham Lincoln

 IRM controls your Google rankings.
 IRM removes negative listings from top rankings.
 IRM promotes positive electronic word-of-mouth.
 IRM tells your best story.
 IRM improves customer satisfaction.
 IRM increases positive perception of your brand
BENEFITS OF IRM

 After completing the training, you will be placed in different companies on
different profiles. Some of the profiles are:
 SEO Expert
 IRM Consultant
 SEO, SMM Consultant
 Online reputation expert, and many more…
 Every company has a need of better online reputation, so they hire IRM
specialist no matter how big or small a company is.
 A Search Engine Optimization (SEO) Specialist’s main role is to analyze,
review and implement changes to websites so they are optimized for search
engines.
SCOPE OF IRM

 Execute tests, collect and analyze data, identify trends and insights in order
to achieve maximum ROI in paid search campaigns
 Track, report, and analyze website analytics and PPC initiatives and
campaigns
 Manage campaign expenses, staying on budget, estimating monthly costs
and reconciling discrepancies.
 Optimize copy and landing pages for search engine marketing
 Perform on-going keyword discovery, expansion and optimization
 Research and implement search engine optimization recommendations
 Research and analyze competitor advertising links
 Develop and implement link building strategy
 Recommend changes to website architecture, content, linking and other
factors to improve SEO positions for target keywords.
DUTIES/RESPONSIBILITIES OF SEO EXPERT

COMPANIES HIRING FOR IRM
and many more….

 www.training.appinonline.com
 www.appinonline.com
For more details please visit:
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