The document summarizes an upcoming event by the Atlanta Interactive Marketing Association (AiMA) Search Marketing Special Interest Group (SIG) on managing online reviews and Google's new directions. The event will feature a panel discussion on topics like how Google reviews are easier to post now and reputation management strategies. It will also cover what Google is rebuilding for Google+, changes in geo-local directories, and spend management approaches for digital marketing. The goal is to provide an up-to-date understanding of reputation management and geo-local listings.

1. #atlantaima www.atlantaima.org
Managing Reviews &
Google’s New Directions

2. #atlantaima www.atlantaima.org
April 2016 AiMA Search Marketing SIG Event
Managing Reviews & Google's New Directions
Google’s at it again! And it’s changing everything - for your digital footprint. Google+, AdWords,
customer online reviews - not to mention the effects on reputation management in other reviews
listings and directories. But it’s not just about Google - how do current directory listings channels and
services impact your marketing at large? Our expert panelists come from different search-marketing
roles, disciplines and companies to cover these topics and more. Learn what they have to say for an up-
to-the-minute understanding of geo-local listings and reputation management.
Sample of topics covered:
• Why Google reviews are easier to post than before & what you need to know
• New strategies for reputation management
• What exactly is Google rebuilding for Google+?
• Geo-local directories: mergers, data-sharing and new players
• Spend Management
Key takeaways:
• Understanding the current state of geo-local
listings and reputation management approaches
• Ability to adapt these as part of digital marketing
strategy and planning

3. #atlantaima www.atlantaima.org
AiMA Agenda: Breakfast Event
Morning Agenda:
8:00 - 8:30 AM // Breakfast & Networking
8:30 - 9:15 AM // Panel Discussion
9:15 - 9:30 AM // Q&A
9:30 - 10:00 AM // Additional Networking

4. #atlantaima www.atlantaima.org
Managing Reviews & Google’s New Directions
Moderator:
Jake Aull - Professor of Social Media Marketing/SEO, GSU; Head Honcho,
ZenFires Digital Marketing; Author, WordPress SEO Success; Chair of AiMA
Search Marketing SIG
Panel Speakers:
Ed Peterson, Director, Community Marketing, YP
Vincent Washington, Social Media Manager, UPS
David Wright, President & Chief Marketing Officer, W3 Group Marketing

5. #atlantaima www.atlantaima.org
Moderator: Jake Aull
Jake Aull wrote and started teaching Georgia State
University's first course in Social Media Marketing in
2010/2011, which he continues to this day. He has also
written books for Pearson-Prentice Hall, including
WordPress SEO Success (currently in Barnes and Noble
bookstores) and the Instructors’ Manual to Pearson’s first
Social Media Marketing text book. He has been a leader
and speaker in social media marketing and SEO in the
southeast. Jake is Head Honcho of ZenFires Digital
Marketing in Atlanta, GA, providing Search Marketing
services and consulting to various clients and companies
across the U.S. Jake has also been published and cited in
publications such as Atlanta Business Chronicle and OZ
Magazine and is Chair for Atlanta Interactive Marketing
Association Search Marketing SIG 2015.
Jake Aull
Head Honcho, ZenFires | @jakeaull
zenfires.com | slideshare.net/jakeaull

6. #atlantaima www.atlantaima.org
Panelist: Ed Peterson, YP
Ed Peterson is a Director of Marketing at YP.
Ed conceived and launched YP’s community
marketing program in 2014 after organizing
and leading YP’s first social media team.
Prior to his work in the local search space,
Ed crafted demand generation strategies for
AT&T and a number of Atlanta-based service
businesses. He was a finalist for the 2013
Shorty Award for Best Use of a Hashtag on
Twitter. A veteran of three Atlanta startups,
Ed also worked in Asia for five years as the
head of corporate marketing and U.S.
investor relations for Test Rite International.
Ed tweets about intown living, fathering and
food stall delicacies @ed_peterson.

7. #atlantaima www.atlantaima.org
Panelist: David Wright, W3 Group
David B. Wright is a bestselling author and
is President & Chief Marketing Officer of
W3 Group Marketing, a marketing firm
that helps growth-oriented businesses get
more customers, clients or patients. David
provides marketing services ranging from
high-level strategic direction down to the
tactical implementation including SEO,
video marketing, mobile, local, social,
online PR, and more. Video SEO is a
particular sweet spot - David has gotten to
Page One of Google in as fast as two
minutes!

8. #atlantaima www.atlantaima.org
Panelist: Vincent Washington, UPS
Vincent Washington | Social Media Manager at UPS.
Vincent’s career experience is built in the areas of mobile
technology, IT consulting, multichannel marketing, sponsorships,
and business development. All hemmed together through the
ability to sell and foster trusted relationship.
Building highly effective teams is a passion. Being a working GSU
Social Media Marketing professor has afforded him the opportunity
to teach and learn from the millennial generation. Vincent helped
pioneer disruptive mobile communications. As an early adopter of
digital influencer marketing, he strives to push the limits with
proactive social listening, though leadership and social selling
through proven industry knowledge and expertise.
Along with running 1 full marathon in all 50 United States.
14 complete. 36 to go.
In 2014, co-created the UPS #WishesDelivered campaign. The
centerpiece video “UPS Driver for a Day” has garnered over 8
million social views…and still growing.
Previous employers include hyper growth organizations BlackBerry
and LinkedIn.
Vincent Washington
www.linkedin.com/in/vincentwashington |@VincentWash

9. #atlantaima www.atlantaima.org
Managing Reviews &
Google’s New Directions

10. #atlantaima www.atlantaima.org
Managing Reviews & Google’s New Directions
• Why Google reviews are easier to post than before - & what you need to
know
• New strategies for reputation management
– Proactive listening Don’t wait for the conversation to happen to you!

11. #atlantaima www.atlantaima.org
Managing Reviews & Google’s New Directions
• What exactly is Google rebuilding for
Google+?
• Geo-local directories: Mergers, data-
sharing and new players
– The new mobile geo-local landscape
• Online reviews and geo-local
strategies for website backlinks -
yes, even for e-commerce!

12. #atlantaima www.atlantaima.org
Managing Reviews & Google’s New Directions
• "Buying" placement on channels
like Yelp to cancel out competitors
• Services for geo-local listings
management

13. #atlantaima www.atlantaima.org
Managing Reviews & Google’s New Directions
• Spend management:
– Should I buy monthly management Should I buy ads?
What can I do myself?
– Google ads removed from sidebar
• Other topics to cover

14. #atlantaima www.atlantaima.org
April 2016 AiMA Search Marketing SIG Event
Summary: Managing Reviews & Google's New Directions
• Why Google reviews are easier to post than before & what you need to know
• New strategies for reputation management
• What exactly is Google rebuilding for Google+?
• Geo-local directories: mergers, data-sharing and new players
• Spend Management

15. #atlantaima www.atlantaima.org
Questions, Notes & Networking

16. #atlantaima www.atlantaima.org
Thank You!