Local internet marketing company Ajax Union teaches small business owners how to manage their online reputation and maintain a positive brand.

1. Reputation Management 101
Find out more about Ajax Union‘s services at:
www.ajaxunion.com
Boosting SEO and maintaining a positive online presence

2. Online Marketing Company
Find out more about Ajax Union: www.ajaxunion.com
Follow Us On Twitter:
twitter.com/ajaxunion
Like On Facebook:
www.facebook.com/ajaxunion
Connect On Linkedin:
www.linkedin.com/companies/ajax-union
Call Ajax Union:
800-594-0444

3. Dan Toy – PR Writer & Editor
Follow Dan on Twitter (he loves getting new
followers):
@dw_toy
Friend Dan on Facebook (he won‘t bite):
facebook.com/dan.toy
Connect with Dan on LinkedIn (and endorse
his skills):
linkedin.com/in/danielwtoy

4. What’s on the Agenda?
• What is reputation management?
• Can your business benefit from a reputation management plan?
• Tools to help boost SEO and authenticate brand
• Importance of communication
• Expanding and maintaining a positive presence
• Q&A with Dan Toy

5. What is Reputation
Management?

6. What is Reputation Management?
Reputation management is the process of actively
influencing a business’ online reputation using SEO and PR
techniques.
What a reputation management plan can DO for you:
• Push down negative content in online searches
• Boost Search Engine Optimization (SEO)
• Create positive client/consumer relationship
• Correct misinformation about your company
• Enhance brand equity

7. Is Rep. Mgmt. Right for You?

8. Bad Reputation
Step 1: Google Yourself!
• Search for your company name on Google to see if any negative content appears in
the first few pages
Step 2: Create Google Alerts at http://www.google.com/alerts
• Delivers regular email updates with the latest Google results for your company
name.
• Choose between once a day, once a week, or
as-it-happens updates.

9. Ruh-Roh

10. PR Tools & Techniques

11. Your Friend, Social Media
Facebook is one of the largest social networks around, so it’s paramount
to post regular updates.
• Engage followers. Post a question or image that will make people want to
comment or Like the post, creating more traffic and exposure for your page.
• Be topical. Reference holidays, news events, or pop culture to attract the
attention of people scrolling through their News Feed.

12. Tweet @ Me, Bro
Twitter is another great tool for boosting your company’s
reputation, as it allows for short, quippy updates.
• Find and follow users. If your company sells purses, try searching for “buy a new
purse” or “designer handbag” to find people who could benefit from visiting your site.
Repeat each time you log in.
• Create a Twitter Chat. Hosting a weekly chat on Twitter using a single, shared hashtag
will create buzz around business and get others involved.

13. #Woops
• What’s trending? Twitter has a list of “trending tags” in the left-hand column. Try to
incorporate these into your tweets to engage a wider audience and stay current.
Don’t make the mistake of misinterpreting the hashtag, though! Entemann’s found
this out the hard way.

14. LinkedOut? Get LinkedIn!
LinkedIn is a professional, business-focused social
networking site that connects thousands of employees and
employers to one another.
• Create a business page. Making a page specifically for your business will allow you to
connect with similar companies.
• Post a status update each day. A simple fact, quote, or statistic will stand out to users
and inspire others to connect.
• Join the discussion. Follow LinkedIn groups that are similar to your business and
contribute feedback in the forums.
YouTube is great for SEO. Uploading short, 30-second videos
regularly will show that your company is well-versed in
various forms of media.

15. A Picture Saves a Thousand Words
Sites such as Flickr, Photobucket, and Pinterest allow you
to upload photos to albums or boards to be shared with
others.
• Less text. Uploading pictures requires less words, so image shares take less time than
other sites. Include a few keywords in the title and description for SEO.
• Be creative. If your company doesn’t have any obvious products to showcase, get
creative by making boards on Pinterest that reflect your brand.
• Repin. Repinning pictures on Pinterest creates a relationship between you and other
users.

16. Writing a Press Release
Writing, editing, and distributing a press release is great for SEO and for promoting
new products, services, or deals that your company is offering.
• Free press. Many sites let you distribute a press release for free, which is ideal for
those who wish to boost their SEO only.
• Exposure. Paying for a distribution is worth it if you want your news item to be
released to more sites, with the potential for journalists to write about it as well.
• Maintain formal tone. A press release should be attention-grabbing and newsy,
without any bells or whistles.

17. Secondary Sources
Slideshare is a great online site where users can upload PowerPoint
presentations (like this one!) and share them with others.
• Educational outreach. Create a presentation that informs others. Brainstorm
what makes your company unique, and base the Slideshare around that.
• Include keywords. Make sure to include keywords in the title of your
presentation, the description, and throughout. Slideshares rank quickly, so you
may see results the same day!
Post your company info. to several directory listing sites.
• Validation. Doing this will authenticate your business and look professional to
those searching for you online.

18. What NOT to Do!
• DON’T spam Google by including too many keywords or posting repetitive
content. Make it original and engaging.
• DON’T use sketchy sites that make you pay for followers, etc. Black hat SEO
will not look good for your brand, and it will not help you rank on Google.
• DON’T be impatient. Result WILL take up to three to six months after you start
managing your reputation.
• DON’T be a Joan Jett. (She doesn’t give a **** about her reputation.)

19. Client/Consumer
Communication

20. Failure to Communicate
Amy’s Baking Company is a great example of how NOT to communicate with
customers.

21. Better Communication is Key
Even the most established companies have their fair share of unfavorable comments and
reviews, but it’s beneficial to address the negative as well as the positive.
• Respond promptly. The quicker you address a complaint, the better it looks for your
business.
• Be cordial. Maintain a professional tone in your response that also reflects your brand.
• Address the issue. Whether the complaint is about a faulty product, poor service, or
general problem with your company, apologize to the customer and – if possible –
reimburse them with a discount or new product.
These tips will show others that you are dedicated to providing excellent customer
service and will attract a large consumer base.

22. Communicating the Right Way

23. Maintaining the Positive

24. Social Media Maintenance
After a few months, you may start to see your positive content appear before the
negative – congratulations! But you’re not done yet.
• Monitor Google Alerts. Keep checking your inbox to see if new content arises that
may be less than ideal.
• Keep updating Facebook, Twitter, etc. The more original content you put out, the
better your business will appear.
• Communicate regularly with consumers. After addressing the complaints, make
someone’s day by replying to neutral or positive comments about your company.

25. Final Thoughts

26. Let’s Rep It Up
• Create Google Alerts to help you track negative press
• Regularly update various social media networks and post original content
• Communicate with consumers often, whether it’s negative or positive
feedback
• Maintain the positive by
continuing to post even after
the negative content has been
pushed down

27. Request a Free Quote:
www.AjaxUnion.com
Call Us Today:
800-594-0444

28. Join Our Free Webinars!
www.AjaxUnion.com/webinar
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