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Web Strategies That Really Work:
Reputation Management, Local SEO, & Leveraging Social Reach


        November 20, 2009

...
When people search for you online… they’re looking for
            more than just your website.
And….if you don’t have a social footprint,
or local listings, your competitors probably do.
Create a strategy, getting started is the hardest part…
Here’s the Key…



                  Reputation Management

          Local Search Engine Optimization

             Lever...
Managing Your Online Reputation


    First thing’s first: Google Alerts

           Set up a free account.

           ...
Managing Your Online Reputation


    Next: Claim or edit your local listing on Google

          Perform a quick search ...
Google Local Listings




                        9
Google Local Listings: Best Practices


     Provide detailed information:

           Hours of operation

           Wh...
Managing Your Online Reputation




         Now let’s talk about Local Search…




                                      ...
The Value of Local Search


    Why is Local Search Important?

           74% of Internet users perform local searches.
...
Yelp for Social and Local Presence


    How Yelp works:

           Reviews based on a 5 star rating system.

         ...
Yelp is Only Going to Grow…


    Compared to CitySearch, Local.com, YellowPages, and
    InsiderPages, Yelp traffic has g...
User Reviews & Social Presence


    Online influence:

          Facebook, blogs, Twitter and customer reviews are
     ...
Become part of the conversation, before you miss your
                      window…




                                  ...
Leveraging Social Presence




     Here’s what you shouldn’t do to make your
                    social mark…




       ...
Reaching Your Audience…the Wrong Way…


Motrin example
    Motrin launched a social media campaign for International
    ...
Reaching Your Audience…the Wrong Way…


Pepsi example
    Pepsi launched an iPhone application to promote the AMP
       ...
Reaching Your Audience…the Wrong Way…


Target example
     Target reached out to a group called “The Rounders” ( a
     ...
Reaching Your Audience…the Wrong Way…


Toyota example
    A alternate “reality game” was used as part of Toyota’s
      ...
Summary & Marcel Media Tips


    If you’re not currently managing your online reputation,
    and encouraging social pres...
Thank You!
   Questions?




      Kelly Cutler
kelly@marcelmedia.com
     312.280.1974




                        23
Web Strategies that Really Work by Kelly Cutler
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Web Strategies that Really Work by Kelly Cutler

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Presented at Marcel Media's 4th annual seminar, CEO Kelly Cutler's presentation: Web Strategies that Really Work talks about reputation management, local SEO and leveraging social reach.

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Transcript of "Web Strategies that Really Work by Kelly Cutler"

  1. 1. Web Strategies That Really Work: Reputation Management, Local SEO, & Leveraging Social Reach November 20, 2009 1
  2. 2. When people search for you online… they’re looking for more than just your website.
  3. 3. And….if you don’t have a social footprint, or local listings, your competitors probably do.
  4. 4. Create a strategy, getting started is the hardest part…
  5. 5. Here’s the Key… Reputation Management Local Search Engine Optimization Leveraging Social Presence 5
  6. 6. Managing Your Online Reputation First thing’s first: Google Alerts  Set up a free account.  Add keyword phrases like your company name, products/services, and top executives.  Set the frequency for delivery of the results. 7
  7. 7. Managing Your Online Reputation Next: Claim or edit your local listing on Google  Perform a quick search for your company location using Google Maps.  Edit your location on the map.  Claim your business listing.  If you already have your listing, you can edit it in the Google Local Business Center. 8
  8. 8. Google Local Listings 9
  9. 9. Google Local Listings: Best Practices Provide detailed information:  Hours of operation  Which towns and neighborhoods you serve  What credit cards you accept  What guarantees you provide  Specials you offer – coupons, promotions, etc. 10
  10. 10. Managing Your Online Reputation Now let’s talk about Local Search… 11
  11. 11. The Value of Local Search Why is Local Search Important?  74% of Internet users perform local searches.  70% of online searchers will use local search to find offline businesses.  86% of online users will be searching for a local business at some point in time. (Kelsey Group data, 2009) 12
  12. 12. Yelp for Social and Local Presence How Yelp works:  Reviews based on a 5 star rating system.  Categories include restaurants, shopping, doctors, plumbers, accountants, attorneys, real estate, auto, doctors etc. 83% of online shoppers said they are interested in sharing information about their purchases with people they know. (Etailing survey of 117 companies, September 2009) 13
  13. 13. Yelp is Only Going to Grow… Compared to CitySearch, Local.com, YellowPages, and InsiderPages, Yelp traffic has grown and surpassed them. (Compete.com data, October 2009) 14
  14. 14. User Reviews & Social Presence Online influence:  Facebook, blogs, Twitter and customer reviews are considered the most effective tactics for mobilizing consumers to talk up products online. (Etailing survey of 117 companies, September 2009) 15
  15. 15. Become part of the conversation, before you miss your window… 16
  16. 16. Leveraging Social Presence Here’s what you shouldn’t do to make your social mark… 17
  17. 17. Reaching Your Audience…the Wrong Way… Motrin example  Motrin launched a social media campaign for International Baby Wearing Week by producing a YouTube video. However, moms were not pleased with babies being made into fashion statements and Motrin got an earful from the Internet community. The lesson  Understand your audience before engaging with it. Had Motrin done research, it probably would have anticipated such a backlash. 18
  18. 18. Reaching Your Audience…the Wrong Way… Pepsi example  Pepsi launched an iPhone application to promote the AMP energy drink called “Before You Score,” in which men are advised on “the best” date activities and pick-up lines. Women found this extremely offensive and the app was later pulled. The lesson  Consider how your campaign will be received. If Pepsi considered a woman’s point of view, they may have avoided a drop in brand reputation. 19
  19. 19. Reaching Your Audience…the Wrong Way… Target example  Target reached out to a group called “The Rounders” ( a group of students who receive discounts and products from Target to share with friends and to provide feedback) to promote its Facebook page. Target encouraged these Rounders not to disclose their affiliation with the program. The lesson  Never ask your advocates or employees to lie in order to promote your brand, it can only lead to negative repercussions. 20
  20. 20. Reaching Your Audience…the Wrong Way… Toyota example  A alternate “reality game” was used as part of Toyota’s marketing strategy to promote the new Toyota Matrix. One woman became so terrified that she actually believed she was being stalked. She later sued. The lesson  Do not use controversial tactics to attract customers. If Toyota would have considered the seriousness of this prank, they could have avoided a lawsuit. 21
  21. 21. Summary & Marcel Media Tips If you’re not currently managing your online reputation, and encouraging social presence, here are things you can do to get started.  Claim your Google Local Listing.  Utilize Yelp…the right way.  Don’t forget about utilizing privacy settings.  Send your employees a “Getting Started with Social Media” guide, this sets the stage for success.  Have fun and encourage customer participation with photos, videos, contests, etc. 22
  22. 22. Thank You! Questions? Kelly Cutler kelly@marcelmedia.com 312.280.1974 23
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