The document outlines strategies for online reputation management (ORM) and social media marketing presented by Kent Lewis at the Online Marketing Summit in Seattle. It emphasizes proactive and reactive ORM approaches, including optimizing content, leveraging SEO, and utilizing social media tools. The presentation also discusses various monitoring tools and advanced ORM ideas to manage brand reputation effectively.

1. Online Marketing SummitSeattle | June 14th, 2010Online Brand Management:Managing Your Reputation via Search & Social@KentLewisPresident & FounderAnvil Media, Inc.1

2. ORM AgendaOnline Reputation ManagementSEM Public RelationsSearch Engine OptimizationSocial MediaTools2

3. ORM(Reactive)3

4. 4BP PPC5M impressions

5. 750K clicks

6. $1M spend

7. Still gushing oilModifiersManagement: executives, individualsNegatives: suck, hate, lameService: poor, bad experienceLegal: litigation, lawsuit, sueSituational: spill, union dispute, crashYourCompanySucks.comPurchase & protectBonus: host a moderated forum & engage5Identifying “ORM” Issues

8. ORM FundamentalsPlug the leak!Identify undesirable listings in search resultsCreate & optimize competitive contentDevelop inbound links to boost rankingsLeverage existing opportunitiesUtilize keyword-friendly domain namesCreate profiles/content on trustworthy domainsPromote “friendly” content in target search results6

9. SEM PR(Proactive)7

10. 8Corporate ORMBranded PPC

11. Optimized site(s)

12. Social profiles

13. Directory listingsPersonal Brand Management9Personal ORMBios

14. Blog(s)/media

15. Articles/pressSEM PR StrategiesBuild a PR 2.0 News RoomBlog, RSS feed, webinars, podcasts & social profilesOptimize all contentReleases, FAQs, backgrounders, articles, blog postsSyndicate press releases & articlesIntegrate metrics & measurementURLs, tracking strings, unique 800#, promo codesLeverage social mediaAugment with targeted PPC10

16. Example: Anvil News Room11News 2.0Beyond press releases

17. Blogs, webinars & podcasts

18. RSS + social profilesExample: White Paper Press Release12Release 2.0: SalesOptimize & syndicate

19. Drive awareness & clicks

20. Track downloads & conversionsExample: Anvil/Client Press Coverage13PR: Credibility BuilderSecure PR opportunities

21. Request links

22. Promote regularlySEO14

23. SEO StrategiesOptimize branded corporate content on siteHome, About, Contact, Legal, etc.Optimize PR contentFAQs, backgrounders, etc.Syndicate high value contentReleases, articles, blog posts, etc.Submit to business directoriesEngines, yellow pages, publications, etc.15

24. Example: Home Page16The Foundation: HomeOptimized HTML text

25. Branded terms in tags

26. Deep links to contentExample: About Us17Second FloorDeep keyword relevance

27. Links to specific content

28. Don’t forget contact infoExample: Blog18Building Credibility in SERPsCan be branded or sponsored

29. Opportunity for focused content

30. Ranks quickly and effectivelyExample: Syndicated Articles19The Writing CircuitInstant credibility

31. Request inbound links

32. High trust/PageRankExample: Media Optimization20Universal SearchVideos, images, audio files

33. Filename, title, tags, sitemap

34. Content surrounding mediaExample: Provenance Hotels Reviews21Local SEOSearch Engine local listings

35. Review sites in organic

36. PPC on branded termsExample: Provenance Hotels Reviews22Managing ReviewsEngines (Google Places Page)

37. Review sites (CitySearch)

38. Industry sites (TripAdvisor)Social Media23

39. Examples: HP on LinkedIn24B2B EpicenterOptimize Overview

40. Create & manage Group

41. Participate in Q&AExamples: Lion Brand on Facebook25Customer Service & Sales106K+ Fans/Likers

42. 1,500+ weekly interactions

43. 51% higher conversion rateExamples: Pacific Rim on Facebook26Online Meets OfflineMost engaged winery

44. Promote & grow Likes

45. Leverage for retail slottingExamples: Hotel Max on Twitter27Award-Winning SocialDedicated Twitter presence

46. Engage with Seattle Tweeps

47. Generate $$ in bookingsBonus28

48. Advanced ORM IdeasAddress the issue directly (offline)Create & optimize multimedia assetsDevelop subdomain contentBuild free site/pages (Google Sites)Leverage pay-per-post blogsCreate viral/linkbait contentLeverage charitable donations/sponsorshipsParticipate in indexable forums*Special thanks to Rand Fishkin, Andy Beal, Chris Bennett and JaanKanellis29

49. GetSatisfaction – customer service app for FacebookGoogle Alerts – free, quick and easy monitoring Hootsuite – free, robust Twitter managementKnowEm – reputation management servicePitchEngine – social-powered PR platformSM2 – free, cumbersome monitoringSocial Mention – free, robust but easy monitoringRadian6 – customizable but expensive monitoringTrackur – free, quick and easy monitoring Trst.me – PageRank for Twitter profilesTweetdeck – free, robust Twitter managementTwitalyzer – elaborate Twitter profile analysis30Monitoring Tools

50. Kent Lewiskent@anvilmediainc.com

51. 503.260.6700

52. @KentLewis

53. LinkedIn: KentLewis

54. www.anvilmediainc.com

55. Request a copy of our free social media white paper31Q&A

56. 32Thank YouVisitwww.onlinemarketingsummit.comfor more information Follow us @OMSummit