Must Know Strategies for Protecting
your School’s Reputation Online
Presented by: Jonathan Pogact, Director of Enterprise
...
Jonathan Pogact
@jpogact

/Fathom.Marketing.com
jpogact@fathomdelivers.com
Fathomdelivers.com/education

12 Years Experien...
#heweb13
Source http://lawrenceblumberg.com
Been Around
Social Media
Project

100 Years

IMMORTAL
•
•
•
•

•
•

“9/10 enrolled students have used the Internet to research higher
education institutions”*
“77% of education...
Your Reputation Online
Can Impact Leads, Enrollments,
Starts, Retention and Alumni
Strategy: SEO
And Paid Search
Source: Chitika
STRATEGY
• Do you have an SEO Strategy?
– Titles – fewer than 70 characters
– Meta Descriptions – 150-160 characters
– Use...
Flash Cards
Last 30 days Ranking
Facebook

AVG. RANK OF #2-3 IN SERPS
AVG. RANK OF #3-4 IN SERPS
Conversion
Rate
Optimization
Paid Search
Reputation Strategies
•
•
•
•

Bid on negative terms
In the event of a crisis, turn brand campaigns off
Google...
Social Media
Reputation
Strategies
Create/Claim
Profiles

• Only 20% of clients have created
profiles for the major social networks
Optimize Profiles
30% of Schools do not have an
optimized profile
Google+
•

Claim Authorship
– Set up personal Google+ profile
– Create an author bio tied to someone at School Zone
– In t...
Questions?

Source:http://erinsumm.com/mindsetmonday-a-lesson-in-listening/
University at
Buffalo- Sysomos
STRATEGY
• Respond and endorse evangelists
• Promote positive engagement
ADDRESSING COMPLAINTS
• Develop Strategy ahead of time for
common complaints and questions
• Respond within first hour if
possible..sooner is be...
Response
Library
Type of Engagement Topic

Sample Response

Negative

[first name], thanks for your comment. Life Line Scr...
Source: techgeek.com.au
Don’t Feed
The Trolls
• Thank You
• I’m Sorry
• Don’t add fuel to the fire
Recap:
Helpful Tools
•
•
•
•
•
•

Screaming Frog
Google Alerts
Trackur
Social Mention
Sysomos
Radian6
What We’ve
Seen
• 25% increase in organic traffic when all
profiles have been optimized and
created
• 50% increase in refe...
Thank you!
Presented by: Jonathan Pogact, Director of Enterprise
EDU, Fathom Education
Must Know Strategies for Protecting your Online Reputation #highered#Heweb13
Must Know Strategies for Protecting your Online Reputation #highered#Heweb13
Must Know Strategies for Protecting your Online Reputation #highered#Heweb13
Must Know Strategies for Protecting your Online Reputation #highered#Heweb13
Must Know Strategies for Protecting your Online Reputation #highered#Heweb13
Must Know Strategies for Protecting your Online Reputation #highered#Heweb13
Must Know Strategies for Protecting your Online Reputation #highered#Heweb13
Must Know Strategies for Protecting your Online Reputation #highered#Heweb13
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Must Know Strategies for Protecting your Online Reputation #highered#Heweb13

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My presentation on "Must Know Strategies to Protect Your Online Reputation" for #highered. Presented in 2013 at the #heweb13 Conference in Buffalo.

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Must Know Strategies for Protecting your Online Reputation #highered#Heweb13

  1. 1. Must Know Strategies for Protecting your School’s Reputation Online Presented by: Jonathan Pogact, Director of Enterprise EDU, Fathom Education
  2. 2. Jonathan Pogact @jpogact /Fathom.Marketing.com jpogact@fathomdelivers.com Fathomdelivers.com/education 12 Years Experience in Higher Education Marketing #5 - 30 under 30 – Direct and Interactive Marketing – DM News Former DMA Young Professional Of the Year
  3. 3. #heweb13
  4. 4. Source http://lawrenceblumberg.com
  5. 5. Been Around Social Media Project 100 Years IMMORTAL
  6. 6. • • • • • • “9/10 enrolled students have used the Internet to research higher education institutions”* “77% of education seekers will first visit a school’s website at least two weeks — and often two months — before taking action”* 68% of high school students use social media to research schools** 38% have used it as a resource when deciding where to enroll** Source: https://www.google.com/think/articles/search-for-knowledge.html **Source: 2011 E-Expectations Report sponsored by Noel-Levitz and the National Research Center for College and University Admissions
  7. 7. Your Reputation Online Can Impact Leads, Enrollments, Starts, Retention and Alumni
  8. 8. Strategy: SEO And Paid Search
  9. 9. Source: Chitika
  10. 10. STRATEGY • Do you have an SEO Strategy? – Titles – fewer than 70 characters – Meta Descriptions – 150-160 characters – Use “Screaming Frog” • Optimize pages for negative search – Address University concerns/issues with a dedicated page
  11. 11. Flash Cards Last 30 days Ranking
  12. 12. Facebook AVG. RANK OF #2-3 IN SERPS
  13. 13. AVG. RANK OF #3-4 IN SERPS
  14. 14. Conversion Rate Optimization
  15. 15. Paid Search Reputation Strategies • • • • Bid on negative terms In the event of a crisis, turn brand campaigns off Google+ Extension Reviews Extension
  16. 16. Social Media Reputation Strategies
  17. 17. Create/Claim Profiles • Only 20% of clients have created profiles for the major social networks
  18. 18. Optimize Profiles 30% of Schools do not have an optimized profile
  19. 19. Google+ • Claim Authorship – Set up personal Google+ profile – Create an author bio tied to someone at School Zone – In the author bio of each blog post, include a link to your Google+ Porfile with a ?rel=author tag attached to the end of it. It should look like: https://plus.google.com/12324324/rel=author – Add contributor links on your Google+ personal profile – When you’ve claimed your authorship, your Google+ profile photo will automatically show up next to each post in search results!
  20. 20. Questions? Source:http://erinsumm.com/mindsetmonday-a-lesson-in-listening/
  21. 21. University at Buffalo- Sysomos
  22. 22. STRATEGY • Respond and endorse evangelists • Promote positive engagement
  23. 23. ADDRESSING COMPLAINTS
  24. 24. • Develop Strategy ahead of time for common complaints and questions • Respond within first hour if possible..sooner is better • Create a response library for common complaints and questions
  25. 25. Response Library Type of Engagement Topic Sample Response Negative [first name], thanks for your comment. Life Line Screening offers the most affordable way to get preventive screenings while still providing you with certified professionals who perform the testing, quality technology like that which can be foundin hospitals, and doctors who read your results. We realize that this may not be enough for some, so we do offer additional discounts. In fact, you can get $20 off just by being a Facebook fan. Go to http://www.facebook.com/health.screening?sk=app_224601014220068 and use the code in the box underneath our phone number and the orange “screenings in your area” button. Cost Additional Sample Response(s) [As Joelle] [first name], thank you for alerting us to your experience in this area. Although some waiting should be expected depending on the number of tests ordered, 11 a.m. to 4 p.m. is excessive. I assure you that we pride ourselves on meeting scheduled testing times as close as possible. As such, I would like to speak to you so that I can address this problem Hi [first name] – sorry you were having trouble scheduling a screening. Please give personally. Will you please go through our Contact Us page and leave your information so us a call at 866-203-3237 so we can help set up your screening appointment. that I contact you directly. Please put “Facebook comment for Joelle” in the comment Thanks for getting in touch through Facebook. section. http://www.lifelinescreening.com/about-us/contact-us.aspx Negative Positive Scheduling Process Positive Recent Post/Article Share Thank you for the feedback, [first name]. We're glad you found our information helpful. Wishing good health to you and your family. Positive Recommendation [first name], many thanks for your recommendation. We encourage you to share our page with your friends and family. Wishing you health and happiness! Thanks for your kind words, [first name]. We wish you the best of health!
  26. 26. Source: techgeek.com.au
  27. 27. Don’t Feed The Trolls • Thank You • I’m Sorry • Don’t add fuel to the fire
  28. 28. Recap: Helpful Tools • • • • • • Screaming Frog Google Alerts Trackur Social Mention Sysomos Radian6
  29. 29. What We’ve Seen • 25% increase in organic traffic when all profiles have been optimized and created • 50% increase in referral traffic from social profiles • 5% lift in organic inquires/leads
  30. 30. Thank you! Presented by: Jonathan Pogact, Director of Enterprise EDU, Fathom Education

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