Search, PR & Reputation Management


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My presentation from SMX East 2010 on how to leverage search, PR and reputation management to manage ones brand online.

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Search, PR & Reputation Management

  1. 1. Search, PR & Reputation Management In The Trenches With SMBs Max Thomas, October 5, 2010
  2. 2. Max Thomas –
  3. 3. From the global villagein the age of communication …
  4. 4. Things Don’t Always Go As Planned…
  5. 5. Online Reputation TypesWe have so manynegative reviews &listings – how dowe get rid of them!
  6. 6. Online Reputation TypesOur business keepsgetting picked on bythe media and angrybloggers. It’s costingus millions!
  7. 7. Online Reputation TypesWe do our best to serve our customers.We do our best to be good business citizens.We can’t make everyone happy.We’re prepared for whatever happens.
  8. 8. Historical “Online Reputation Management” Focus on SEO & Rankings: 1. Identify “problem” sites that rank for target keywords •Typically,, negative Yelp reviews, angry blog posts, etc. 2. Increase rankings for “positive” and “neutral” sites for target keywords 3. Monitor and adjust ongoing based on rankings and new reviews • Add new sites for person or business like, blogs, additional press releases, etc. 4. & offer unique challenges
  9. 9. Negative NeutralPositive
  10. 10. Historical “Online Reputation Management” Pros: • Easy to execute • Fast results • Online PR’s – Typically work for about 8 weeks max • Effective if there are strong positive/neutral listings and weak negative listings • Effective for online brand management Cons: • Doesn’t address issue • Short-term only • Doesn’t build community or support around brand • Transparent – people will see through efforts
  11. 11. Today: Proactive Online Conversations Social Media (Facebook & Twitter) • Set-up Real-Time Searches for Brand/Product Names • Monitor Conversations • Respond to Positive & Negative Comments Twitter makes it easy to monitor brand mentions
  12. 12. Today: Proactive Online Conversations When Positive • Keep Conversation Public…that’s easy! Positive feedback and positive response
  13. 13. Today: Proactive Online Conversations When Negative • Address publicly • Remember: Responses and posts are public – you may not convert unhappy customer, but you can positively influence first-time visitors • Don’t delete unless spam or cannot be solved Company’s public response: Single negative brand not accepting blame, but trying mention: to help the customer privately
  14. 14. Today: Reviews Rule!Respond to Positive & Negative Immediately• Not always necessary to bend over backwards, butdefinitely acknowledge customer’s complaint or issue• Do not take personally• Try to steer response toward understanding andresolution
  15. 15. Reviews: Impact on SearchBrand NameSearch Pulls Page1 Rankings forNegative Reviews
  16. 16. Reviews: Negative Response ExampleNegative ReviewReveals Mis-understanding about CACAP Program. AccusesBusiness of Scamming.Business OwnerResponds ExplainingCAP Program and HowOthers Can Benefit.
  17. 17. Reviews: Anger for Anger’s SakeUpward Trend of Angry, Ranting & Hot Reviews• General trend in increase of angry reviews• Reviews aren’t event about actual service or for adifferent company• Even so, respond immediately with understanding andhelpful support• Again, you may never be able to convert this customerbut you can leave a good impression for first-timevisitors who read the review and your response
  18. 18. Reviews: Angry ExampleReview is for 3 YearsAgo. Doesn’t AddressService Provided byDentist. AlmostIrrational Review.Dentist ThanksReviewer, Acknowledges3 Years Time Lapse,States Ethical Belief,Expresses Concern.Very neutral response.
  19. 19. CounterpointWhen There’s a Barrage of Negative Press,Reviews & Comments……Respond with an Integrated Strategy.
  20. 20. Counterpoint1. Be Prepared – Ask for Help • If Company has built-up an online community around their site, blog and social media profiles, then they have a ready-to-go network of supports to ask for help, advice and even help spread the word.
  21. 21. Counterpoint2. Be Prepared – Media Contacts • Leverage social media early-on to create media and journalist relationships • These contacts can help you reach media outlets • Check out, HARO enewsletter,
  22. 22. Counterpoint3. Twitter/Facebook Responses • Have a handful of templated responses ready for dealing with the particular issue • Especially helpful with controversial announcements • Monitor social media channels for comments regarding company name, issue, etc.
  23. 23. Counterpoint4. Online PR • Online PR’s rank quickly for targeted keyword searches • If consistent news coverage for company name (or name + keyword/issue), push series of PR’s utilizing same keywords in title • Submit to primary free PR sites (which then get picked up by other sites) • Consider paid PR channels for specific messaging
  24. 24. Counterpoint5. Blog Posts • If site has well-indexed blog, post responses/articles that leverage target keywords in the blog titles • Depending on scope of exposure, post daily or several times per week You may remember the Apple vs. Adobe flash for the iPhone debate
  25. 25. Counterpoint6. Youtube Video • Create 60-120 second video spots • Optimize for target keywords • Add to business’s Youtube channel • Pull in video to homepage and/or blog • Have video template already created with branded header and footer graphic • Submit video sitemap to google • Video’s from Youtube have a good chance of co- ranking or out-ranking news video search rankings
  26. 26. Counterpoint: ExampleSituation:Mercy for Animals releases videoshowing undercover footagedepicting cruelty to animals.Farmers were outraged that itwas an unfair representation.See “When Social Media Conflict Comes To TheFarm” by Michael Gray on 8/20/2010
  27. 27. Counterpoint: ExampleResponse:Farmer Ray Lin fought back.Started blog with stories andpictures about his farm …See “When Social Media Conflict Comes To TheFarm” by Michael Gray on 8/20/2010
  28. 28. Counterpoint: ExampleResponse:Farmer Ray Lin fought back.Started AgChat foundationto train farmers on how touse social media …See “When Social Media Conflict Comes To TheFarm” by Michael Gray on 8/20/2010
  29. 29. Counterpoint: ExampleResponse:Farmer Ray Lin fought back.Launched AgChat Facebookfan page …See “When Social Media Conflict Comes To TheFarm” by Michael Gray on 8/20/2010
  30. 30. Counterpoint: ExampleResponse:Farmer Ray Lin fought back.Launched AgChat Twitterprofile …See “When Social Media Conflict Comes To TheFarm” by Michael Gray on 8/20/2010
  31. 31. Counterpoint: ExampleResponse:Farmer Ray Lin fought back.Launched AgChat YouTubechannel …See “When Social Media Conflict Comes To TheFarm” by Michael Gray on 8/20/2010
  32. 32. Counterpoint: ExampleResponse:Farmer Ray Lin fought back.Launched AgChat LinkedinGroup …See “When Social Media Conflict Comes To TheFarm” by Michael Gray on 8/20/2010
  33. 33. Counterpoint: ExampleResponse:Farmer Ray Lin fought back.Held first AgChat conferencein August …See “When Social Media Conflict Comes To TheFarm” by Michael Gray on 8/20/2010
  34. 34. Counterpoint: ExampleMoral of the Story: • Farmer Ray Lin has built a vibrant online community. • Farmer Ray Lin is prepared. • He’s now setting the ground rules. • He has support when there’s a crisis.See “When Social Media Conflict Comes To TheFarm” by Michael Gray on 8/20/2010
  35. 35. Agency – Client Ground Rules1. Internal Communication & Management• In working with clients, there must be direct lines ofcommunication with customer service and sales teams.
  36. 36. Agency – Client Ground Rules2. Client Responds to Sensitive Comments• Agencies can help spot sensitive comments rightaway and guide how best to respond• Response is “voice” of client• Should be sincere, transparent (as appropriate) andthoughtful
  37. 37. Agency – Client Ground Rules3. If Issues Persist• If negative comments continue, it’s probably an internalproblem• Don’t rely on agency/reputation management campaign Some brands have consistently negative feedback and fail to respond
  38. 38. Agency – Client Ground Rules4. Client/Brand Must Engage in OnlineConversations• Even though client can’t control what’s being saidabout them, doesn’t mean it can be ignored• The conversation will happen online whether thecompany is paying attention or not• Better to pay attention…and respond!
  39. 39. Agency – Tips1. Be Careful What You Wish For• We used to promote “online reputation management”as a service but noticed that most prospects weremostly “problem clients” with questionable operations• We dropped “online reputation management” as aservice offering
  40. 40. Agency – Tips2. It’s Not Cleaning Up – It’s Branding• Now we offer “online reputation management” via aholistic approach to a company’s online footprint • E.g., Search, social media, video, etc.• In other words, online reputation management is nowpart of the online marketing process
  41. 41. Agency – Tips3. Client Must Be Onboard…… Or You’ll Constantly Be Putting Out Firesthat Client Can’t/Won’t Fix.
  42. 42. Thank YouMax @thundermax