Rutgers Business School (RBS) - Reputation Management

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Michael Fleischner, President of Upward SEO presented to the Rutgers Business School, April 21, 2014 about the importance of reputation management. The MBA students asked engaging questions around soliciting reviews, review removal, and reputation management tactics.

If you'd like to learn more about reputation management, contact Upward SEO to see our reputation management and reputation marketing services.

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Rutgers Business School (RBS) - Reputation Management

  1. 1. Reputation Management What influences consumer behavior? April 2014
  2. 2. Michael Fleischner Author, Entrepreneur, Speaker, and Coach mfleischner@upwardSEO.com • RBS ‘93 • Northwestern, IMC ‘95 • Author and speaker on reputation management and SEO • Has appeared on TODAY Show, ABC World News, and Bloomberg Radio • President and Founder of Upward SEO “SEO Made Simple (4th Edition)”
  3. 3.  Online Reputation Management (ORM) means getting your content and message online to establish a favorable perception of your company or brand  Studies show that 83 percent* of all consumers use the Internet to research products or services before making a purchase  Prospects develop an impression of your brand based on search results. Consider page 1 of Google as your business card (search results, autocomplete, third party websites, social media sites) • Websites • Images • videos 3*www.internetretailer.com/.../most-shoppers-go-online-research-products
  4. 4.  If you are not proactively managing your own reputation, then others will.  Consider the implications of even one negative review about a business, especially if that is all people find when searching for you.  Companies with a poor online reputation have reported:  low conversion rates  increased marketing costs  lower profit margins 4
  5. 5.  Personal  Professional (including athletes, executives, and actors)  Company Brand  Remediation  Enhancement  Crisis Management  Review suppression  Identity Protection (anonymity) 5
  6. 6.  Simply search the web for your business name and see what results you get. Also, search your name, the names of your high- profile employees, brand, or product/service)  You don’t need to look past the first page of search engine results, as 99 percent of your customers will never get past that page 6
  7. 7.  Many sites allow individuals to share experiences via online reviews.  Citation sites like Foursquare, Yelp, Local.com, and 411 among others; even Google Places.  Comments on industry forums, threads on social media sites, online articles, blog posts, public record documents, and more. 8
  8. 8.  83% of consumers research products and services online before making a purchase*  See how often people are searching your brand with the Google Adwords Keyword Planner  Would you buy from a company that has: • Negative online reviews? • Negative news or press? • Limited information available? • Negative videos or other types of information? 9 *Internetretailer.com
  9. 9. 10 1. Assess the damage (top 20/5pages) 2. Assess the gaps 3. Develop a plan (remediate, optimize, build) 4. Implementation 5. Protection
  10. 10. 5 Strategies for Improving or Managing Your Online Reputation
  11. 11. Paid Placements Authority Websites Social Media  Citations  YouTube 12
  12. 12.  Google Adwords • Branded search to control top placements • Branded variations make sure all aspects of search are covered • Product specific searches  Product Listing Ads 13
  13. 13.  Wikipedia • Authoritative site that operates in a unique way • Only appropriate for established/referenced businesses or individuals • Google relies heavily on authority listings  Press Releases • PR sites • Google news  Industry Specific • Association websites • Foundations  General • About.me 14
  14. 14.  Social Media • Have accounts? Optimize them… • Need accounts? Get them… -Facebook -Google + -Twitter - Pinterest -LinkedIn - Slideshare • Maintain accounts using semi- automated tools and resources (Hootsuite) 15
  15. 15.  Focus on Local Search Engines • List on most popular networks • Google Places • Add Google + • Use a data aggregator • Ask for reviews 18 Bing local, 411, Local.com, Foursquare, Superpages Whatarecitations.com More than 90% of businesses have NOT claimed their Google Places Profile!
  16. 16. Protect Your Business w/Local Optimization Local citations impact Google Places listing as well as natural search results. Citations are considered one of the top 3 determinants of rank.
  17. 17.  YouTube • Use video to achieve top placement • Google loves video • Use to build brand • Optimize using proper content, formatting, and text • Develop a channel and add content consistently • Encourage interactivity (likes, subscribes, share, embed) 21
  18. 18. 22
  19. 19.  Paid Placement • Adwords/PLA  Authority Websites • Wikipedia • Press Releases • Industry Specific  Social Media • Have accounts? Optimize them… • Need accounts? Get them… -Facebook, Twitter, LinkedIn, Google+, Pinterest  Focus on Local Optimization • Get Covered on Local Business Sites/Citations • Listen, Respond, Engage  YouTube • Popular option for universal search results 23 What consumers see online drive behavior
  20. 20.  Dr. David (dreams and aspirations)  One bad experience  Initial assessment • Negative comments • Positive comments • Neutral sites  Focus on Local Optimization • Get Covered on Local Business Sites/Citations • Listen, Respond, Engage  Measurable results • 32% growth in revenue • 21% growth in new patients 24
  21. 21.  Major walk-in-tub manufacturer  Increased competition • Large ad budget • Competitor spam  Initial assessment • Pos./Negative comments • Neutral sites • Gaps  Focus on Authoritative Sites & Social • Top rankings pushed down negatives • Social optimization did the rest  Measurable results • 18% growth in new customers • 27% growth in revenue 25
  22. 22. “Random Things to Think About & FAQs…"
  23. 23.  YES • Documented studies show that customers are 80% more trustworthy of brands that respond to negative comments  How to Respond • Be apologetic • Be polite • Be objective  When? • As soon as possible • Monitor your reviews 27
  24. 24.  Fake reviews will happen • Negative or fake reviews will happen • Expect it – no business is 100% perfect  What to do • Focus your efforts on building positive reviews • One negative in a sea of hundreds will go unnoticed 28
  25. 25.  Break into Groups  Review the following page one search results  Would you buy from or visit this business based on what you see online?  What are they doing well?  What could be done better? Recommend different things they could do to improve their online reputation 29
  26. 26. 30
  27. 27. For Help With Online Reputation Management Michael Fleischner mfleischner@upwardseo.com Office: 800-975-7324 x700 Know of other audiences who want to learn about reputation management? Contact me to speak at mfleischner@upwardseo.com

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