Search, Social Media & Reputation Management<br />January 7, 2011<br />
Max Thomas – ThunderSEO.com<br />
In the age of communication …<br />
Things Don’t Always Go As Planned…<br />
What Does Online Reputation Management Look Like?<br />
Negative<br />Neutral<br />Positive<br />
Does It Matter?<br />
Social: The New Search<br />69% of consumers are more likely to use a local business it if has information on a social-net...
56% find local-business info via companies’ FB pages
55% seek peer referrals & recommendations
75% are likely to use local businesses recommended</li></ul>See “TMP Directional Marketing and 15Miles: Bridging the Gap, ...
Online Reputation Nuts & Bolts<br />Search & Rankings<br />
Focus on Search & Rankings<br />Identify “problem” sites that rank for target keywords<br /><ul><li> Create list of target...
 List “negative” search results (“rankings”)
 Evaluate SEO strength of rankings
 Eye-Ball URL popularity and/or website strength
 Conduct in-depth analysis (focus on inbound links and domain age)</li></li></ul><li>
Focus on Search & Rankings<br />Increase rankings for “positive” and “neutral” sites for target keywords<br />
Focus on Search & Rankings<br />Ongoing Strategy: Brand-Name Platforms<br /><ul><li> Claim all sites for person or busines...
 website
 Confirm Site Structure (separate page for name or brand, seo-friendly URLs)
 ning.com, Blogspot, wordpress, facebook.com (fan page), twitter.com, posterous.com, tumblr.com, slideshare.com, Linkedin....
Focus on Search & Rankings<br />Ongoing Strategy: Online PR<br /><ul><li> Determine Topics – Announcements, Discounts/Prom...
 Schedule – Set multi-week schedule in advance
 Write PR’s for SEO - Tips
 Make your audience care
 Structure matters – Engage your audience in one sentence
 Tips: One page long; include “for immediate release”; summarized in first paragraph.
 Optimize for Keywords – Quotes, boilerplate information, contact info., multimedia, etc.</li></li></ul><li>Focus on Searc...
 1888pressrelease.com/login.html
 log.org/pub/
 free-press-release.com/members/login.php
 pr.com/signin.php
 pressreleasepoint.com/submit-press-release
 pressmethod.com/
 i-newswire.com/Login
 openpr.com/news/submit.html
 pitchegine.com</li></li></ul><li>
Focus on Search & Rankings<br />Ongoing Strategy – Influence Content People Find When Searching.<br /><ul><li>Conferences
Slideshare
Facebook
Twitter
Online PR</li></li></ul><li>Online Reputation Nuts & Bolts<br />Social Media<br />
Proactive Online Conversations<br />When Positive<br /><ul><li> Keep Conversation Public…that’s easy!</li></ul>Positive fe...
Proactive Online Conversations<br />When Negative<br /><ul><li> Address publicly
 Remember: Responses and posts are public – you may not convert unhappy customer, but you can positively influence first-t...
 Don’t delete unless spam or cannot be solved</li></ul>Company’s public response: not accepting blame, but trying to help ...
Online Reputation Nuts & Bolts<br />Reviews<br />
Today: Reviews Rule!<br />Respond to Positive & Negative Immediately<br /><ul><li> Not always necessary to bend over backw...
 Do not take personally
 Try to steer response toward understanding and resolution</li></li></ul><li>Reviews: Impact on Search<br />Brand Name Sea...
Reviews: Negative Response Example<br />Negative Review Reveals Mis-understanding about CA CAP Program. Accuses Business o...
Reviews: Anger for Anger’s Sake<br />Upward Trend of Angry, Ranting & Hot Reviews<br /><ul><li> General trend in increase ...
 Reviews aren’t event about actual service or for a different company
 Even so, respond immediately with understanding and helpful support
 Again, you may never be able to convert this customer but you can leave a good impression for first-time visitors who rea...
Online Reputation Nuts & Bolts<br />Monitoring<br />
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Presentation on Search, Social Media and Online Reputation Management given by Max Thomas of Thunder SEO to SDSIC in San Diego, CA, on January 7, 2011.

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Search social-media-&-reputation-management-thunder-seo

  1. 1. Search, Social Media & Reputation Management<br />January 7, 2011<br />
  2. 2. Max Thomas – ThunderSEO.com<br />
  3. 3. In the age of communication …<br />
  4. 4. Things Don’t Always Go As Planned…<br />
  5. 5. What Does Online Reputation Management Look Like?<br />
  6. 6. Negative<br />Neutral<br />Positive<br />
  7. 7.
  8. 8.
  9. 9.
  10. 10.
  11. 11. Does It Matter?<br />
  12. 12. Social: The New Search<br />69% of consumers are more likely to use a local business it if has information on a social-networking site.<br />Gen Now (tech-savvy consumers all age groups):<br /><ul><li>93% usage rate for Facebook
  13. 13. 56% find local-business info via companies’ FB pages
  14. 14. 55% seek peer referrals & recommendations
  15. 15. 75% are likely to use local businesses recommended</li></ul>See “TMP Directional Marketing and 15Miles: Bridging the Gap, From Search to Sales, Local Search Usage Study” September 2010<br />
  16. 16. Online Reputation Nuts & Bolts<br />Search & Rankings<br />
  17. 17. Focus on Search & Rankings<br />Identify “problem” sites that rank for target keywords<br /><ul><li> Create list of target brand names
  18. 18. List “negative” search results (“rankings”)
  19. 19. Evaluate SEO strength of rankings
  20. 20. Eye-Ball URL popularity and/or website strength
  21. 21. Conduct in-depth analysis (focus on inbound links and domain age)</li></li></ul><li>
  22. 22.
  23. 23. Focus on Search & Rankings<br />Increase rankings for “positive” and “neutral” sites for target keywords<br />
  24. 24.
  25. 25. Focus on Search & Rankings<br />Ongoing Strategy: Brand-Name Platforms<br /><ul><li> Claim all sites for person or business on branded platforms:
  26. 26. website
  27. 27. Confirm Site Structure (separate page for name or brand, seo-friendly URLs)
  28. 28. ning.com, Blogspot, wordpress, facebook.com (fan page), twitter.com, posterous.com, tumblr.com, slideshare.com, Linkedin.com, etc.</li></li></ul><li>
  29. 29. Focus on Search & Rankings<br />Ongoing Strategy: Online PR<br /><ul><li> Determine Topics – Announcements, Discounts/Promo’s, Partnerships, Product Releases, Non-Profit Tie-In’s, etc.
  30. 30. Schedule – Set multi-week schedule in advance
  31. 31. Write PR’s for SEO - Tips
  32. 32. Make your audience care
  33. 33. Structure matters – Engage your audience in one sentence
  34. 34. Tips: One page long; include “for immediate release”; summarized in first paragraph.
  35. 35. Optimize for Keywords – Quotes, boilerplate information, contact info., multimedia, etc.</li></li></ul><li>Focus on Search & Rankings<br />Ongoing Strategy: Online PR<br /><ul><li> Submit to free PR sites:
  36. 36. 1888pressrelease.com/login.html
  37. 37. log.org/pub/
  38. 38. free-press-release.com/members/login.php
  39. 39. pr.com/signin.php
  40. 40. pressreleasepoint.com/submit-press-release
  41. 41. pressmethod.com/
  42. 42. i-newswire.com/Login
  43. 43. openpr.com/news/submit.html
  44. 44. pitchegine.com</li></li></ul><li>
  45. 45. Focus on Search & Rankings<br />Ongoing Strategy – Influence Content People Find When Searching.<br /><ul><li>Conferences
  46. 46. Slideshare
  47. 47. Facebook
  48. 48. Twitter
  49. 49. Online PR</li></li></ul><li>Online Reputation Nuts & Bolts<br />Social Media<br />
  50. 50. Proactive Online Conversations<br />When Positive<br /><ul><li> Keep Conversation Public…that’s easy!</li></ul>Positive feedback and positive response<br />
  51. 51. Proactive Online Conversations<br />When Negative<br /><ul><li> Address publicly
  52. 52. Remember: Responses and posts are public – you may not convert unhappy customer, but you can positively influence first-time visitors
  53. 53. Don’t delete unless spam or cannot be solved</li></ul>Company’s public response: not accepting blame, but trying to help the customer privately<br />Single negative brand mention:<br />
  54. 54. Online Reputation Nuts & Bolts<br />Reviews<br />
  55. 55. Today: Reviews Rule!<br />Respond to Positive & Negative Immediately<br /><ul><li> Not always necessary to bend over backwards, but definitely acknowledge customer’s complaint or issue
  56. 56. Do not take personally
  57. 57. Try to steer response toward understanding and resolution</li></li></ul><li>Reviews: Impact on Search<br />Brand Name Search Pulls Page 1 Rankings for Negative Reviews<br />
  58. 58. Reviews: Negative Response Example<br />Negative Review Reveals Mis-understanding about CA CAP Program. Accuses Business of Scamming.<br />Business Owner Responds Explaining CAP Program and How Others Can Benefit.<br />
  59. 59. Reviews: Anger for Anger’s Sake<br />Upward Trend of Angry, Ranting & Hot Reviews<br /><ul><li> General trend in increase of angry reviews
  60. 60. Reviews aren’t event about actual service or for a different company
  61. 61. Even so, respond immediately with understanding and helpful support
  62. 62. Again, you may never be able to convert this customer but you can leave a good impression for first-time visitors who read the review and your response</li></li></ul><li>Reviews: Angry Example<br />Review is for 3 Years Ago. Doesn’t Address Service Provided by Dentist. Almost Irrational Review.<br />Dentist Thanks Reviewer, Acknowledges 3 Years Time Lapse, States Ethical Belief, Expresses Concern. Very neutral response.<br />
  63. 63. Online Reputation Nuts & Bolts<br />Monitoring<br />
  64. 64. Search.twitter.com<br />Twitter<br />
  65. 65. Hootsuite.com<br />HootSuite<br />
  66. 66. Google.com/alerts<br />Google Alerts<br />
  67. 67. Blogsearch.google.com<br />Google Alerts<br />
  68. 68. Monitoring<br />Recap of Tools & Resources<br /><ul><li>Search.twitter.com
  69. 69. Hootsuite.com
  70. 70. Google.com/alerts
  71. 71. Blogsearch.google.com</li></li></ul><li>Counterpoint<br />When There’s a Barrage of Negative Press, Reviews & Comments…<br />…Respond with an Integrated Strategy.<br />
  72. 72. Counterpoint<br />1. Be Prepared – Ask for Help<br /><ul><li>If Company has built-up an online community around their site, blog and social media profiles, then they have a ready-to-go network of supports to ask for help, advice and even help spread the word.</li></li></ul><li>Counterpoint<br />2. Be Prepared – Media Contacts<br /><ul><li>Leverage social media early-on to create media and journalist relationships
  73. 73. These contacts can help you reach media outlets
  74. 74. Check out Muckrack.com, HARO enewsletter, JournalistTweets.com</li></li></ul><li>Counterpoint<br />3. Twitter/Facebook Responses<br /><ul><li>Have a handful of templated responses ready for dealing with the particular issue
  75. 75. Especially helpful with controversial announcements
  76. 76. Monitor social media channels for comments regarding company name, issue, etc.</li></li></ul><li>Counterpoint<br />4. Online PR<br /><ul><li>Online PR’s rank quickly for targeted keyword searches
  77. 77. If consistent news coverage for company name (or name + keyword/issue), push series of PR’s utilizing same keywords in title
  78. 78. Consider paid PR channels for specific messaging</li></li></ul><li>Counterpoint<br />5. Blog Posts<br /><ul><li>If site has well-indexed blog, post responses/articles that leverage target keywords in the blog titles
  79. 79. Depending on scope of exposure, post daily or several times per week</li></ul>You may remember the Apple vs. Adobe Flash for the iPhone debate<br />
  80. 80. Counterpoint<br />6. Youtube Video<br /><ul><li>Create 60-120 second video spots
  81. 81. Optimize for target keywords
  82. 82. Add to business’s Youtube channel
  83. 83. Pull in video to homepage and/or blog
  84. 84. Have video template already created with branded header and footer graphic
  85. 85. Submit video sitemap to Google
  86. 86. Video’s from Youtube have a good chance of co-ranking or out-ranking news video search rankings</li></li></ul><li>Counterpoint: Example<br />Situation: <br />Mercy for Animals releases video showing undercover footage depicting cruelty to animals.<br />Farmers were outraged that it was an unfair representation.<br />See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010<br />
  87. 87. Counterpoint: Example<br />Response:<br />Farmer Ray Lin fought back.<br />Started blog with stories and pictures about his farm …<br />See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010<br />
  88. 88. Counterpoint: Example<br />Response:<br />Farmer Ray Lin fought back.<br />Started AgChat foundation to train farmers on how to use social media …<br />See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010<br />
  89. 89. Counterpoint: Example<br />Response:<br />Farmer Ray Lin fought back.<br />Launched AgChatFacebook fan page …<br />See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010<br />
  90. 90. Counterpoint: Example<br />Response:<br />Farmer Ray Lin fought back.<br />Launched AgChat Twitter profile …<br />See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010<br />
  91. 91. Counterpoint: Example<br />Response:<br />Farmer Ray Lin fought back.<br />Launched AgChat YouTube channel …<br />See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010<br />
  92. 92. Counterpoint: Example<br />Response:<br />Farmer Ray Lin fought back.<br />Launched AgChatLinkedin Group …<br />See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010<br />
  93. 93. Counterpoint: Example<br />Response:<br />Farmer Ray Lin fought back.<br />Held first AgChat conference in August …<br />See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010<br />
  94. 94. Counterpoint: Example<br />Moral of the Story:<br /><ul><li> Farmer Ray Lin has built a vibrant online community.
  95. 95. Farmer Ray Lin is prepared.
  96. 96. He’s now setting the ground rules.
  97. 97. He has support when there’s a crisis.</li></ul>See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010<br />
  98. 98. Online Reputation Ground Rules<br />1. Internal Communication & Management<br /><ul><li> There must be direct lines of communication with marketing, customer service and sales teams.</li></li></ul><li>Online Reputation Ground Rules<br />2. Client Responds to Sensitive Comments<br /><ul><li> Agencies can help spot sensitive comments right away and guide how best to respond
  99. 99. Response is “voice” of client
  100. 100. Should be sincere, transparent (as appropriate) and thoughtful</li></li></ul><li>Online Reputation Ground Rules<br />3. If Issues Persist<br /><ul><li> If negative comments continue, it’s probably larger than an isolated issue – requires internal investigation
  101. 101. Don’t rely on agency/reputation management campaign</li></li></ul><li>Online Reputation Ground Rules<br />4. Engage in Online Conversations<br /><ul><li> Even though you can’t control what’s being said about you, doesn’t mean it can be ignored
  102. 102. The conversation will happen online whether your company is paying attention or not
  103. 103. Better to pay attention…and respond!</li></li></ul><li>Closing Thoughts<br />1. Is the problem with “reputation” or “operations”?<br /><ul><li> We used to promote “online reputation management” as a service but noticed that most prospects were mostly “problem clients” with questionable operations.
  104. 104. We dropped “online reputation management” as a service offering.</li></li></ul><li>Closing Thoughts<br />2. It’s Not Cleaning Up – It’s Branding<br /><ul><li> Now we offer “online reputation management” via a holistic approach to a company’s online footprint
  105. 105. E.g., Search, social media, video, etc.
  106. 106. In other words, online reputation management is now part of the online marketing process.</li></li></ul><li>Closing Thoughts<br />3. Company Must Be Onboard…<br />… Or You’ll Constantly Be Putting Out Fires that Can’t Be or Won’t Be Fixed.<br />
  107. 107. Thank You<br />Max Thomas<br />max@thunderseo.com<br />@thundermax<br />Facebook.com/thunderseo<br />

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