The Insider’s Guide to Leveraging your          Online Reputation        Special Edition Resources Kit
The Insider’s Guide to Leveraging your Online Reputation                       Special Edition Resources KitIntroduction:P...
The Insider’s Guide to Leveraging your Online Reputation                        Special Edition Resources Kit1A Evaluate M...
The Insider’s Guide to Leveraging your Online Reputation                  Special Edition Resources Kit                   ...
The Insider’s Guide to Leveraging your Online Reputation                            Special Edition Resources Kit1B Evalua...
The Insider’s Guide to Leveraging your Online Reputation                       Special Edition Resources Kit              ...
The Insider’s Guide to Leveraging your Online Reputation                       Special Edition Resources KitSummary Action...
The Insider’s Guide to Leveraging your Online Reputation                  Special Edition Resources Kit    Appendix “A” Sa...
The Insider’s Guide to Leveraging your Online Reputation                  Special Edition Resources KitCopyright © 2011 by...
The Insider’s Guide to Leveraging your Online Reputation                  Special Edition Resources KitCopyright © 2011 by...
The Insider’s Guide to Leveraging your Online Reputation                  Special Edition Resources KitCopyright © 2011 by...
The Insider’s Guide to Leveraging your Online Reputation                  Special Edition Resources KitCopyright © 2011 by...
The Insider’s Guide to Leveraging your Online Reputation                  Special Edition Resources KitCopyright © 2011 by...
The Insider’s Guide to Leveraging your Online Reputation                              Special Edition Resources Kit       ...
The Insider’s Guide to Leveraging your Online Reputation                     Special Edition Resources Kit             App...
The Insider’s Guide to Leveraging your Online Reputation                        Special Edition Resources KitSummary:Don’t...
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Insiders guide to leveraging your online reputation

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It’s essential that every business evaluate their online reputation.

Our main focus in this whitepaper is the fact that people are online talking about your business and what you need to do to face it head on. Through this resource kit, you’ll have the worksheets, forms and tested techniques that WSI Consultants use with clients to determine how you can best manage your online brand or personal reputation.

Special thanks to our partners at ReachLocal for their collaboration and cooperation in the production of this resource kit.

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Transcript of "Insiders guide to leveraging your online reputation"

  1. 1. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources Kit
  2. 2. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources KitIntroduction:People are talking about you without you. Before the Internet, businesses controlled their public image andmessage through television, yellow pages, radio and print advertisements. But now, people are openlydiscussing your business image, products and services on social networks, review sites, online directoriesand blogs. Not only that, what they say impacts the buying decisions of your potential customers.The name of your business says a lot to new and existing customers. It could mean “great customerservice.” It might stand for “unbeatable value” or it could be “rude salespeople, long wait, STAY AWAY.”Your online reputation affects your bottom line because it can mean the difference between a consumerdoing business with you, or doing business with one of your competitors.Delivering excellent products and services at every transaction will always be the best foundation formaintaining a good reputation, but taking measures to manage your online reputation helps consumersfeel more confident about becoming your customer.About this Paper:This special edition Reputation Management Resources Kit is designed as a companion piece to the WSIWebinar “The Insider’s Guide to Leveraging your Online Reputation”. To get the most out of this kit it isstrongly recommended that attend the corresponding webinar which will also be available on demand fromyour WSI Consultant.It is essential that every business evaluate their online reputation. The forms and tested techniquesincluded in this document are ideal for that; however businesses with serious reputation issues are advisedto seek the assistance of a professional. Contact your local WSI Consultant for assistance if necessary.Special thanks to our partners at ReachLocal for their collaboration and cooperation in the production ofthis document. Copyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business
  3. 3. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources Kit1A Evaluate My Online Reputation on Search EnginesWorksheet 1A | Evaluate on Search EnginesPurpose:First, you need to evaluate your online reputation as it is today and record the details on your ReputationWorksheet. Once you assess the current state of your online reputation, you’ll identify action items to focusyour efforts towards improvement and how to measure progress.How it Works:We start with the 3 most popular search engines; Google, Yahoo! and BingStep #1: Search on the following phrases: [your business name] [your business name] reviews [your business name] complaintsStep #2: Examine the first page of results for each search on all three search engines.Step #3: Record the results on section 1A of your Reputation Worksheet.Step #4: Circle the plus symbol (+) if you feel that overall the page is favorable (positive) or circle the minussymbol (–) if you feel that overall the page is unfavorable (negative) to your business.NOTES: Keep in mind that not all the results you see may be about your business, but the ones that are (both good and bad) are worth keeping track of because they are what potential customers read when deciding whether or not to choose your business. In the Action column, RN means “Respond to Negative Review” and the PP means “Promote Positive Review”. Specific Actions are covered in the webinar. If your business name is one that can be found in many areas (ex: AAA Plumbing), be sure to add a location keyword for your area to make sure you’re only focusing on your business, not somebody else’s. (ex: AAA Plumbing Dallas). When listing the search engine results about your business on your Reputation Worksheet, it’s best to copy and paste the entire site address, or URL. However, some URLs can be extremely long and full of characters. In those cases, just be sure to jot down the crucial details, or at least the first part of the URL so you can recognize it when you come across it later. Copyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business
  4. 4. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources Kit Sample of Completed Form 1A:Copyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business
  5. 5. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources Kit1B Evaluate My Online Reputation on Local Directories andReview SitesWorksheet 1B | Evaluate on Local Directories and Review SitesPurpose:Some of the sites you’ve listed from your search engine results pages (on Worksheet 1A) may be links topopular directories, review sites or sites all about your business type/industry. These sites are especiallyimportant because some consumers will go to them directly without visiting a search engine first. GoogleMaps, Yahoo! Local and Yelp are the most important free local directories and review sites you need to beon, but be sure to list some of the other sites you saw in your search results on your Reputation Worksheet,section 1B, in the column labeled Site.How it Works:Look for your business by name on each of the sites listed on the form and indicate on the form whetheryou already “Claimed” your listing or not.Step #1: In the “Listing Claimed” column, circle “N” if: You do not see a listing for your business. You have never set up a listing or submitted information to that site.Circle “Y” if: You do see a listing and it’s one you set up before. You do see a listing and it’s one you’ve submitted information to already.Step #2: In the Listing Updates Needed column, circle “Y” if: The information is incomplete or incorrect. There are no photos or video, or you need new ones. In the “Rating” column, note the rating (often a number of stars) for each listing if applicable.Step #3: See if there are any reviews posted on your listings. In the Reviews column, tally the total number of reviews and then evaluate the ones you feel are positive or negative, and enter the number in the appropriate cell.NOTE: There may be more local directory/review/vertical-specific sites that are worth checking out becausethey’re relevant to your business type. If you don’t know any off the top of your head, see Appendix B. Copyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business
  6. 6. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources Kit Sample of Completed Form 1B:Now that you’ve taken stock of what’s online when consumers research your business, it’s time to giveyourself a grade! Get your Reputation Worksheet and let’s tally up your points.First, add your total positive search engine results (from section 1A) to your total positive reviews (fromsection 1B). Record your overall positive total number.Next, add your total negative search engine results (from section 1A) to your total negative reviews (fromsection 1B). Record your overall negative total number. What does your reputation look like? Are theremore positives or negatives? Do you have work to do? Copyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business
  7. 7. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources KitSummary Action PlanDon’t feel overwhelmed with the tasks ahead. Reputation management needs time to work. For now let’sconcentrate on setting realistic, manageable goals. Some of the links and listings that need your attentionare more important than others.Some action items like claiming and setting up your listings, are more time-intensive than others (e.g.sending an email blast to customers to request positive reviews). Even if you finish this month’s actionitems, you might find some new things when you check your reputation again next month…Start by filling out the Summary Action on your Reputation Worksheet with your hottest, must-do actionitems. We’ve included 10 spaces for each of the four techniques we’ve just covered, but you should list theamount that you feel comfortable completing in 4 weeks.Not sure what your first steps should be? Here are some ideas to get you started: Claim your listings Upload existing photos or videos to multimedia sites Update your listings with the latest info and content Create an email and postcard for requesting customer reviews Copyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business
  8. 8. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources Kit Appendix “A” Sample Forms (Full Size) and Blank WorksheetsCopyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business
  9. 9. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources KitCopyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business
  10. 10. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources KitCopyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business
  11. 11. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources KitCopyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business
  12. 12. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources KitCopyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business
  13. 13. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources KitCopyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business
  14. 14. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources Kit Appendix “B” Directory & Review ListingsBelow are some local directories and review sites that you may want to consider for establishing and managing youronline reputation. This is not an exhaustive list, but a broad sample representative of many regional or vertical-specificdestinations to help get you started in building your own list. The sites that will be most meaningful for your business arethe ones which appear when you search online for your business name, or the sites that your existing and potentialcustomers refer to most when making decisions about businesses. WSI is not endorsing or prioritizing affiliations byincluding any names in this list.• Google Maps: http://www.google.com/local/add• Yahoo! Local: http://listings.local.yahoo.com/csubmit/index.php• Bing: https://ssl.bing.com/listings/ListingCenter.aspx• Yelp: http://www.yelp.com/business/unlocking• CitySearch: http://www.citysearch.com• Insider Pages: http://www.insiderpages.com/advertiser/sign_up.html• Localeze: http://webapp.localeze.com/bizreg/Add.aspx• Local.com: http://advertise.local.com/• Info USA: http://dbupdate.infousa.com/dbupdate/startupdate?bas_request=A• Kudzu: https://register.kudzu.com/packageSelect.do• HealthSpa Guru: http://www.healthspaguru.com/Spa-Submit.aspx• 1-800-Dentist: http://www.1800dentist.com/for-dentists/• Angie’s List: https://company.angieslist.com/Registration/Registration.aspx• RateMDs: http://www.ratemds.com/StartAddDoctor.jsp• Urban Spoon: http://www.urbanspoon.com/e/add_restaurant/13 Copyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business
  15. 15. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources Kit Appendix “C” Collect, Create & Publish ContentYour Content Toolbox:Best practices for Content Ideas: Copyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business
  16. 16. The Insider’s Guide to Leveraging your Online Reputation Special Edition Resources KitSummary:Don’t under estimate the impact that your online reputation has on your business. This is about how yousearch for products and services. Most people start with a typical search on the service or the product andwhen they find something that looks like it meets their needs, they “re-search” by searching directly on theperson or company they are considering. 86% of consumers check out business reviews online before making purchasing decisions.* 90% of consumers trust the reviews they read!* 58% of searchers visit a competitor’s site after seeing negative comments!**Source: Kudzu research studyThe Internet is forever…when people say bad things about good businesses those things don’t go away bythemselves. In fact they never go away… they can only be displaced out of immediate sight. Repairing adamaged reputation is going to cost you time and money. You have to decide how much it is impactingyour business. Unfortunately you never know about the consumers who never contact you.There are many things you can do to establish and maintain your online reputation if you are willing tointegrate it into your regular business activities. If you don’t have the time… make it, or call a professional. “If you’re not actively building your identity and establishing a presence online you’re letting search engines cobble together information, good or bad, and write your public story” Jason Fitzpatrick -Writer, Lifehacker BlogAbout the Author: Chuck Bankoff is a WSI Certified Research Analyst, and has certified other WSI Consultants around the world in Landing Page Design and Conversion Architecture strategies. Chuck is currently serving his third term on the Internet Consultant Advisory Council for WSI and is a sought after speaker at Internet marketing conferences in both the United States and Europe. If you have any questions, please email education@wsicorporate.com. Copyright © 2011 by Research and Management in Association with ReachLocal. All rights reserved. Each WSI franchise is an independently owned and operated business

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