Managing your Reputation via Search Engines and Social Media - Kent Lewis


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Managing your Reputation via Search Engines and Social Media

Negative comments can cost a business millions of dollars. What are you doing to insure your brand is protected from negative comments and reviews? Lewis will outline successful strategies and tactics to creating a strong positive brand presence and reputation in search engines and social media. From this presentation, you will be able to develop and implement an effective online reputation management (ORM) program.

* Kent Lewis, President, Anvil Media, Inc.

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Managing your Reputation via Search Engines and Social Media - Kent Lewis

  1. 1. Online Marketing Summit<br />Seattle | June 14th, 2010<br />Online Brand Management:<br />Managing Your Reputation via Search & Social<br />@KentLewisPresident & FounderAnvil Media, Inc.<br />1<br />
  2. 2. ORM Agenda<br />Online Reputation Management<br />SEM Public Relations<br />Search Engine Optimization<br />Social Media<br />Tools<br />2<br />
  3. 3. ORM(Reactive)<br />3<br />
  4. 4. 4<br />BP PPC<br /><ul><li>5M impressions
  5. 5. 750K clicks
  6. 6. $1M spend
  7. 7. Still gushing oil</li></li></ul><li>Modifiers<br />Management: executives, individuals<br />Negatives: suck, hate, lame<br />Service: poor, bad experience<br />Legal: litigation, lawsuit, sue<br />Situational: spill, union dispute, crash<br /><br />Purchase & protect<br />Bonus: host a moderated forum & engage<br />5<br />Identifying “ORM” Issues<br />
  8. 8. ORM Fundamentals<br />Plug the leak!<br />Identify undesirable listings in search results<br />Create & optimize competitive content<br />Develop inbound links to boost rankings<br />Leverage existing opportunities<br />Utilize keyword-friendly domain names<br />Create profiles/content on trustworthy domains<br />Promote “friendly” content in target search results<br />6<br />
  9. 9. SEM PR(Proactive)<br />7<br />
  10. 10. 8<br />Corporate ORM<br /><ul><li>Branded PPC
  11. 11. Optimized site(s)
  12. 12. Social profiles
  13. 13. Directory listings</li></li></ul><li>Personal Brand Management<br />9<br />Personal ORM<br /><ul><li>Bios
  14. 14. Blog(s)/media
  15. 15. Articles/press</li></li></ul><li>SEM PR Strategies<br />Build a PR 2.0 News Room<br />Blog, RSS feed, webinars, podcasts & social profiles<br />Optimize all content<br />Releases, FAQs, backgrounders, articles, blog posts<br />Syndicate press releases & articles<br />Integrate metrics & measurement<br />URLs, tracking strings, unique 800#, promo codes<br />Leverage social media<br />Augment with targeted PPC<br />10<br />
  16. 16. Example: Anvil News Room<br />11<br />News 2.0<br /><ul><li>Beyond press releases
  17. 17. Blogs, webinars & podcasts
  18. 18. RSS + social profiles</li></li></ul><li>Example: White Paper Press Release<br />12<br />Release 2.0: Sales<br /><ul><li>Optimize & syndicate
  19. 19. Drive awareness & clicks
  20. 20. Track downloads & conversions</li></li></ul><li>Example: Anvil/Client Press Coverage<br />13<br />PR: Credibility Builder<br /><ul><li>Secure PR opportunities
  21. 21. Request links
  22. 22. Promote regularly</li></li></ul><li>SEO<br />14<br />
  23. 23. SEO Strategies<br />Optimize branded corporate content on site<br />Home, About, Contact, Legal, etc.<br />Optimize PR content<br />FAQs, backgrounders, etc.<br />Syndicate high value content<br />Releases, articles, blog posts, etc.<br />Submit to business directories<br />Engines, yellow pages, publications, etc.<br />15<br />
  24. 24. Example: Home Page<br />16<br />The Foundation: Home<br /><ul><li>Optimized HTML text
  25. 25. Branded terms in tags
  26. 26. Deep links to content</li></li></ul><li>Example: About Us<br />17<br />Second Floor<br /><ul><li>Deep keyword relevance
  27. 27. Links to specific content
  28. 28. Don’t forget contact info</li></li></ul><li>Example: Blog<br />18<br />Building Credibility in SERPs<br /><ul><li>Can be branded or sponsored
  29. 29. Opportunity for focused content
  30. 30. Ranks quickly and effectively</li></li></ul><li>Example: Syndicated Articles<br />19<br />The Writing Circuit<br /><ul><li>Instant credibility
  31. 31. Request inbound links
  32. 32. High trust/PageRank</li></li></ul><li>Example: Media Optimization<br />20<br />Universal Search<br /><ul><li>Videos, images, audio files
  33. 33. Filename, title, tags, sitemap
  34. 34. Content surrounding media</li></li></ul><li>Example: Provenance Hotels Reviews<br />21<br />Local SEO<br /><ul><li>Search Engine local listings
  35. 35. Review sites in organic
  36. 36. PPC on branded terms</li></li></ul><li>Example: Provenance Hotels Reviews<br />22<br />Managing Reviews<br /><ul><li>Engines (Google Places Page)
  37. 37. Review sites (CitySearch)
  38. 38. Industry sites (TripAdvisor)</li></li></ul><li>Social Media<br />23<br />
  39. 39. Examples: HP on LinkedIn<br />24<br />B2B Epicenter<br /><ul><li>Optimize Overview
  40. 40. Create & manage Group
  41. 41. Participate in Q&A</li></li></ul><li>Examples: Lion Brand on Facebook<br />25<br />Customer Service & Sales<br /><ul><li>106K+ Fans/Likers
  42. 42. 1,500+ weekly interactions
  43. 43. 51% higher conversion rate</li></li></ul><li>Examples: Pacific Rim on Facebook<br />26<br />Online Meets Offline<br /><ul><li>Most engaged winery
  44. 44. Promote & grow Likes
  45. 45. Leverage for retail slotting</li></li></ul><li>Examples: Hotel Max on Twitter<br />27<br />Award-Winning Social<br /><ul><li>Dedicated Twitter presence
  46. 46. Engage with Seattle Tweeps
  47. 47. Generate $$ in bookings</li></li></ul><li>Bonus<br />28<br />
  48. 48. Advanced ORM Ideas<br />Address the issue directly (offline)<br />Create & optimize multimedia assets<br />Develop subdomain content<br />Build free site/pages (Google Sites)<br />Leverage pay-per-post blogs<br />Create viral/linkbait content<br />Leverage charitable donations/sponsorships<br />Participate in indexable forums<br />*Special thanks to Rand Fishkin, Andy Beal, Chris Bennett and JaanKanellis<br />29<br />
  49. 49. GetSatisfaction – customer service app for Facebook<br />Google Alerts – free, quick and easy monitoring <br />Hootsuite – free, robust Twitter management<br />KnowEm – reputation management service<br />PitchEngine – social-powered PR platform<br />SM2 – free, cumbersome monitoring<br />Social Mention – free, robust but easy monitoring<br />Radian6 – customizable but expensive monitoring<br />Trackur – free, quick and easy monitoring <br /> – PageRank for Twitter profiles<br />Tweetdeck – free, robust Twitter management<br />Twitalyzer – elaborate Twitter profile analysis<br />30<br />Monitoring Tools<br />
  50. 50. Kent Lewis<br /><ul><li>
  51. 51. 503.260.6700
  52. 52. @KentLewis
  53. 53. LinkedIn: KentLewis
  54. 54.
  55. 55. Request a copy of our free social media white paper</li></ul>31<br />Q&A<br />
  56. 56. 32<br />Thank You<br />Visit<br /><br />for more information<br /> Follow us @OMSummit<br />