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

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

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Managing your Reputation via Search Engines and Social Media ...

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

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