Building and Protecting Your Online Reputation by Serena Ehrlich


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An overview of how to build, and protect, your online reputation as presented at the ISBN 2012 Conference. International SalonSpa Business Network. Follow me at @serena or

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Building and Protecting Your Online Reputation by Serena Ehrlich

  1. 1. Building and Protecting Your Online Reputation Serena Ehrlich Tweet me at @serena
  2. 2. Key DefinitionsWhat is Social Media:Old school, guerillamarketing using new toolsWhat is an onlinereputation:The way the worldperceives you, your salonand your stylists(regardless of truth)
  3. 3. Why Should You Care? YOUR clientele is online, sharing with their friends YOUR clientele’s friends are your top prospects … worst enemies Every day, someone gets mad about something Bad news travels fast TAKE CONTROL
  4. 4. What Defines Online Reputations? Search result placements website Clients Your own website! SEO Employees Online reviews Yelp/Trip Advisor/Google Social Networks Ex- employees Blogs Social network sharing Yelp/Google Your Anyone with Reviews Reputation a computer Don’t forget Sentiment ALL CAPS!! affects results Stacking up to the competition
  5. 5. Where to Start – Listen First! Start monitoring your brand Use free tools! Google alerts Google Blog SocialMention Facebook Search Google Analytics Don’t forget to monitor misspellings of your brand!
  6. 6. Easy Tools to Get You Started Social network management (twitter only) Online influence ranking Social network scheduling tool
  7. 7. Time to Face Your Flaws Remember, everyone has haters Be honest, be brutal Praise/Complaints Try staff/customer surveys Be prepared Prepare answers in advance Take conversations offline Grace is in the resolution (Yep, same as in real life)
  8. 8. Managing Your Reputation Take ownership Listen & respond Listen & fix
  9. 9. Keys to Success Internal buy in Empower your clientele! Ask for reviews/referrals Promote your social networks! Create content Photos! Articles! Leverage local tools Register in Google Places! Yelp business center Fix your website
  10. 10. Want a Bigger Footprint? Flipbook MMS Image MMS Think mobile SNEAK to 21534 GLEE3D to 21534 Skip SMS – add images! Hire a consultant Get references!
  11. 11. Online Reputation Serena Ehrlich Mogreet @serena
  12. 12. Examples!