Advanced Seo Reputation Mngmnt

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Advanced SEO presentation from the eMarketing Techniques Conference, May 2009 at Corporate College

Advanced SEO presentation from the eMarketing Techniques Conference, May 2009 at Corporate College

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  • 1. Advanced SEO: Online Reputation Management Presented by The Search Guru eMarketing Techniques May 8, 2009 Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 1
  • 2. What does it take to:  build a great brand?  Potentially years and millions of dollars.  destroy a great brand?  Potentially hours and one blogger.  launch a new product?  Hundreds of TV commercials, dozens of newspaper ads, an ad agency and PR firm. OR  It can spread like a virus with the praise of just one customer, at one message board or social media site. Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 2
  • 3. Online semantic attacks  An estimated 75% of Fortune 100 companies have experienced brand abuse on the Internet.  disney-sucks.com  oreilly-sucks.com  peta-sucks.com  ballysucks.com – famous early case  AOL, McDonalds, American Express, Citibank, Ameritech, Ford, GM, Allstate, Microsoft, Nike, Prudential, United Airlines, Enterprise Rent-A-Car… Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 3
  • 4. The power of one to many  Why entrepreneurs should care:  Online research is king  Not everyone judges for themselves  Information published online can be persistent  Consumer Generated Media (CGM) • Blogs, forums, websites, 3rd party complaint sites, discussion lists, chat rooms, product review sites, social media sites Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 4
  • 5. The power of consumer generated media  Blogs: 200,000,000  Online users who have read a blog: 73%  Users who have started their own blog: 45%  Bloggers who post opinions about products/brands: 34%  People who trust bloggers’ opinions on products/brands: 32%  Consumers who think highly about companies that have blogs: 36% Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 5
  • 6. The power of consumer generated media  Social networks  Online users who have joined a social network: 57%  Millenials who have joined a social network: a whopping 96%  Consumers who trust the recommendations of other consumers vs. advertising: 78% Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 6
  • 7. Goals and objectives  The goals of online reputation management:  Grow good buzz  Address bad buzz quickly  Clean Search Engine Results Pages (SERPs)  Grow your business Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 7
  • 8. Who’s talking about you/your firm/your product?  How to find conversations about you/your firm  Ego searches  Technorati.com, Feedster.com  Google/Yahoo! News Alerts  Monitor forums, message boards  Create custom RSS feeds based on keyword searches Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 8
  • 9. Yet another way to grow your business  Turning conversations into $$  Plug in: • Blogger outreach programs • Start a business blog • Create social media profiles • Distribute press releases • Forum participation • Set a policy Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 9
  • 10. Ethical ORM tactics  Creating profiles on other sites http://twitter.com/autorevo Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 10
  • 11. Ethical ORM tactics  Responding to negative comments http://www.chrisbrogan.com/guest-post-the- sandisk-story/ Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 11
  • 12. Ethical ORM tactics  Responding to negative comments http://www.my3cents.com/ showReview.cgi?id=44707#response Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 12
  • 13. Ethical ORM tactics  Contacting sites and trying to get negative remarks removed Dear Sir or Madam: This is a request for the immediate removal of the following comment from [commenter] on your website at [URL]: [comment] This person has made false, derogatory remarks about our company and owners. Please confirm the immediate removal of this comment to me as soon as possible. If you have any questions, please contact me. Thank you for your prompt attention to this matter. Your name Contact information Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 13
  • 14. Ethical ORM tactics  Encouraging positive reviews Dear [Customer], Thank you for your recent purchase with [Company]. We hope you are satisfied with your purchase. We would welcome any feedback you’d like to share; please visit [URL] to post your comments. We value your patronage and hope you will shop with us again soon. Thank you! [Company] Customer Service Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 14
  • 15. Conclusion  ORM is a relevant issue for all companies in today’s online world. Set a policy to decide who will respond to negative ORM and how they should respond. Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 15
  • 16. Free Reputation Management Resources:  Free whitepaper http://www.TheSearchGuru.com/reputation  Articles at TheSearchGuru.com:  Discover why you should monitor ORM daily http://www.thesearchguru.com/internet-reputation- management.asp  Set up Google alerts to monitor negative comments http://www.thesearchguru.com/internet-brand- management.asp  Learn ways to fight vicious comments online http://www.thesearchguru.com/internet-brand- management-2.asp Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 16
  • 17. Thank You from The Search Guru! 896 Arboretum Circle Sagamore Hills, OH 44067 440-306-2418 www.TheSearchGuru.com Results@TheSearchGuru.com Twitter: @thesearchguru Copyright 2009, TheSearchGuru.com. Results@TheSearchGuru.com 17