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Managing Your Brand Fionn Downhill


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It is essential to monitor your online reputation, and this panel of experts will explain how to manage your brand.

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Managing Your Brand Fionn Downhill

  1. 1. Dominating the top 10 for your brand Fionn Downhill, CEO, Elixir Interactive
  2. 2. Before you start <ul><li>Does your organization have integrity? </li></ul><ul><li>Does your organization have good intent? </li></ul><ul><li>Does your organization live up to its promises? </li></ul><ul><li>Does your organization get results? </li></ul><ul><li>Does your organization provide excellent customer service? </li></ul>
  3. 3. <ul><li>If the answer to any of these questions is “NO” then start there before a reputation management program is put in place </li></ul>
  4. 4. General Advice <ul><li>Perception is reality </li></ul><ul><li>Yahoo and MSN will show results before Google. Google takes longer to rank new assets (pages, sites, etc.). </li></ul><ul><li>Take an inventory of your assets before engaging in a reputation management campaign. </li></ul><ul><li>Be prepared to create new assets if the inventory is weak </li></ul><ul><li>Determine your risk tolerance before engaging in a reputation management campaign </li></ul><ul><li>Take care of your reputation before there is a problem, brands costs millions to build and can be destroyed over night by one malicious blogger </li></ul>
  5. 5. Case Study – Where we started <ul><li>CEO of a financial services business </li></ul><ul><li>#1 result for clients name was lawsuit on </li></ul><ul><li>No other results under their control in the top 10 </li></ul>
  6. 6. Tactics - Websites <ul><li>Added Bio page to corporate site </li></ul><ul><li>Created 5 additional micro sites with the name in the domain </li></ul><ul><li>Added unique themed content to all 5 sites </li></ul>
  7. 7. Tactics – Social Media <ul><li>Linked In Profile </li></ul><ul><li>Naymz Profile </li></ul><ul><li>Squidoo Profile </li></ul><ul><li>Photowire Profile </li></ul><ul><li>Wikiepedia profile </li></ul><ul><li>Created and tagged multiple press releases </li></ul><ul><li>Added videos to video sites </li></ul>
  8. 8. Linking Tactics <ul><li>Created links to all assets </li></ul><ul><li>Monitored and tracked </li></ul><ul><li>Added new links on lagging sites </li></ul><ul><li>Monthly Reports </li></ul>
  9. 9. Results Today <ul><li>6 months to see stable results, very strong site to move, properties fluctuate as links acquired and age. </li></ul><ul><li>8 months to move Findlaw out of the top 10 </li></ul><ul><li>Entire top 10 in Google, Yahoo and MSN now under our control </li></ul><ul><li>Simple maintenance program in place </li></ul>
  10. 10. Thank You! <ul><li>Fionn Downhill </li></ul><ul><li>CEO </li></ul><ul><li> </li></ul><ul><li>602 494 6326 </li></ul>