7 Steps to a Stellar
Presented by Andy Beal
Who is this guy?
• Internet marketing consultant:
• Online reputation management
• Search engine marketing
• Business blog development and promotion
• Social media marketing
• Editor/Founder MarketingPilgrim.com
• Coauthor of reputation management book
• Trackur.com for reputation monitoring
What You’ll Learn
• What is Online Reputation
• The Seven Step Action Plan
1. Identify your stakeholders
2. Conduct a reputation audit
3. Evaluate your online assets
4. Determine your goals
5. Craft your strategy
6. Implement your plan
7. Monitor and repair
People Are Talking
• 52% of individuals put their trust in what
others have to say about your reputation
• 87% of consumers look at the reputation
of your CEO, when judging your
• 59% of hiring managers are influenced by
your online reputation
• Marketing and PR are no longer a one
• Your customers are discussing your
reputation using the Web
• Identify, listen, and engage your
• A single negative blog post can spark a
Look Who’s Talking
• Identify all of your stakeholders
• First time customers - what are their
expectations and how do you retain them?
• Repeat customers - how do you keep them
• The Press
• Traditional journalists
• Citizen journalists and bloggers
• Industry opinion leaders
• Centers of influence
• Communities such as LinkedIn,
ePinions, and TripAdvisor
• Disgruntled employees
• Legitimate complaints
• Ask your customers to evaluate your
• A complex survey
• A single question: “Would you
recommend us to a friend or
• Company channels such as e-mails,
comment forms, and customers service
• Online ratings
• Retailer ratings on BizRate.com
• Customer reviews on CitySearch.com
• Where your customers hang out
• Your Google reputation
• Search for your company name,
brands, and executives
• Vertical search channels such as
news, blogs, and video
• Sentiment analysis
• Multimedia content
• How many views and the number and
sentiment of comments
• YouTube and Flickr
• Social relevance
• Links on Technorati, votes on Digg, and
friends on MySpace
• Number of social bookmarks on del.icio.us
• Web site popularity
• Visitors and referral data
• Number of external links
• Individual profiles
• CEO, executives, and spokespersons
• Zoominfo.com, HealthGrades.com, and
• Your own web site
• Up to date?
• Bios, corporate info, and stock images
• White papers, testimonials, and
• Your online press room
• Social media optimized press releases
•Links to multimedia
•RSS feed for
• A company blog
• Executive, team, updates, or crisis
• Build your thought leadership, engage
customers, and reach journalists
• Search engine optimization (SEO)
• Optimize web content for your
• Create a company blog
• Develop social networking profiles
• Set up online monitoring system
• Compile reputation crisis plan
• Improve your search engine sentiment
• Strategy: Build a highly differentiated thought
leadership niche online.
• Objectives for the next 12 months:
1. Add 3 white papers to the company site for visitor download.
2. Answer 5 questions a month at Yahoo!Answers.
3. Review 2 books a month in my field on Amazon.com.
4. Identify 20 important blogs in my industry and subscribe to
the RSS feeds. Read them daily.
5. Display my expertise and add value to the social media by
commenting on at least 5 blogs a month and editing a
• What tools will you need?
• Google Reader for RSS
• WordPress for company blog
• Google Analytics for Web stats
• Trackur.com for reputation monitoring
• What policies and procedures will you
• Who will collect and act on data?
• Who will monitor social media?
• Who will manage blog and social
• Who has authority to respond?
1. Always be honest and tell the truth
2. Clearly explain your intentions, who you
work for, and who you are
3. Make sure your writing is accurate, high
quality, and spell checked
4. Be honest about any mistakes you make
and correct them promptly
5. Never delete a blog post
6. Don’t delete comments left by readers
7. Respond to emails and blog comments
8. Respect the opinions of others, even when
9. Link to original sources of information
10. Always disclose conflicts of interests or
• Plan now for a reputation crisis
• Who is on your crisis team? List their names,
titles, and all contact numbers
• Who is your online media spokesperson?
• Who will be your advisors, for seeking counsel
before reacting to a crisis?
• Who are your key offline/online stakeholders
needing information during a crisis?
• Do you have a crisis-blog ready for deployment?
1. Check the facts
2. Determine the impact
3. Bring together trusted counsel
4. Understand your detractor
5. Decide on the appropriate response
6. Host the conversation
7. Continue to monitor
Three Little Words
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