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Proactive ORM Presentation - FAC

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The Why and How of Proactive Reputation Management - As presented at FAC in Orlando in 2013.

The Why and How of Proactive Reputation Management - As presented at FAC in Orlando in 2013.

Published in: Marketing, Technology, Business

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Transcript

  • 1. Pro-Active Reputation Management
  • 2. What is Online Reputation Management? MONITOR | CONTENT CREATION | CONTENT PROMOTION | REPORTING
  • 3. Why Do We Need ORM?
  • 4. A Personal Online Reputation Management (ORM) Problem Meet Carl Oliveri. CPA, MBA, Husband, and accused cheater on… According to Google Search Results “This Winner has been with his wife for many years. And has cheated on her for about as long” Is it true? Who knows, but it ranks #5 in Google for his name.
  • 5. A Business ORM Problem 6 of the Top 10 results for a search of LAX Airport are currently about a negative event
  • 6. When Something Happens – People Google
  • 7. Why Proactive? Because an ounce of prevention is worth a pound of cure. - Benjamin Franklin, ORM Pioneer
  • 8. First Things First: Check If You Have any Problems 9
  • 9. Check The Search Engine Results For Your Airport, Products, and Brands Pro Tip: Use this URL string in a private browser window to retrieve Google search results that are neither personalized nor location specific: http://www.google.co.uk/search?q=keywords+go+here&gl=us
  • 10. Check Your Autocomplete Values You can view the top 10 results for a phrase in Google Autocomplete using an undocumented Google API. Use UberSuggest.org & gofishdigital.com/blog/autocomplete to review your Autocomplete values.
  • 11. Check The Complaint & Review Sites See gofishdigital.com/blog/complaint-search for a tool that searches over 40 complaint sites.
  • 12. Next: Claim Your Property
  • 13. Register Social Media Profiles Facebook, Twitter, Google+, LinkedIn, Quora, Flickr, YouTube, everything else… KnowEm.com will register your name on 300 social media sites for $600 (smaller plans available).
  • 14. Social Profiles Help Get Your Message Out
  • 15. Structure Your Website Properly Help Google and other search engines identify which social profiles are yours. Anchor text to social profiles on your website should be: [Brand Name] on [Social Network] (e.g. “LAX on Twitter”)
  • 16. Buy Domains Buy YourName.com or something close. Snatch up other TLDs like .com, .net, .me, etc Consider buying 10 or so modified versions of your domain, for example: AirportCrash.com (so nobody else does) AirportReviews.com This slide sponsored by: AirportNews.com, etc. AirportFoundation.com AirportBlog.com AirportJobs.com, etc….
  • 17. Then What: Everything Else
  • 18. Leverage Schema.org Markup • Add star ratings to Google Search Results
  • 19. Stockpile Positive Reviews Do’s Don’ts Ask for Reviews – It’s like asking a Incentivize or reward reviewers customer to “tell a friend about us” Go crazy setting up fake accounts to create fake reviews Thank and engage everyone who leaves a review Argue publicly with any negative reviewers On Yelp, friend/like/follow positive reviewers
  • 20. Listen for Mentions on Social Media Today’s Twitter complaint can become tomorrow’s ComplaintsBoard.com rant. Catch both negative and positive mentions in real-time. There are plenty of free and paid social media monitoring tools. Our recommendations – Free: Trackur, Paid: UberVu
  • 21. CONTENT PROMOTION SEARCH ENGINE OPTIMIZATION TECHNIQUES BACKLINKS REFRESH WEBSITE CONTENT CLICK THROUGH RATE
  • 22. Questions? Dan Hinckley @dhinckley on the Twitter Dan.Hinckley@GoFishDigital.com Slide Deck Available at: GoFishDigital.com/florida-airports/
  • 23. Thank You