Reputation Management for CEOs & Their Businesses

Reputation Management for CEOs
& Their Businesses
Matt Craine
@mattcraine
AKA: Your LinkedIn profile probably STILL sucks

@mattcraine
Here’s the agenda:
1. Ask if you should tell your NYC story
1A. Tell the real NYC story
2. Talk personal & local
2A. Tell the real life minor crisis that just happened
3. What grinds my gears

@mattcraine
Tell the NYC Washington
Square story if the audience
was buying your shit

@mattcraine
Part 2: Personal & a Little Local
LETS TALK ABOUT A BRAND &
ITS REPUTATION

WHAT IS
YOUR
BUSINESS’S
BRAND?
“It’s not what
YOU think it is”
“It’s what THEY
think it is”
@mattcraine

WHO OWNS
YOUR BUSINESS’S
(or your)
REPUTATION?
Reputation is not
about ownership
any longer –
It’s about your
pre-sale
relationship with
the customer
What is their
impression of
you & your
brand? @mattcraine

@mattcraine
The Real NYC Story.
The First True Social Media Crisis:

@mattcraine
Search results after the crisis for “kryptonite locks”

@mattcraine
So we get it.
Reputation is a big deal
for a business.
And we all know how
important reviews are.

@mattcraine
BUT WHAT’S THIS HAVE TO DO
WITH ME AS AN INDIVIDUAL?
(give them the hint)

@mattcraine
everyone is a stalker

@mattcraine
YOU ARE GETTING STALKED
IN BUSINESS
When you meet someone at:
• A conference
• A luncheon
• On a sales call
• Anywhere you talk about business and hand
over a business card
Odds are they (or someone they work with) will
soon be searching your name on the Internet

@mattcraine
And that’s VERY important BECAUSE….
If we KNOW that you’re being STALKED in Business
Then we know that YOUR BRAND now
represents the COMPANY’S BRAND
…and here’s a classic example

@mattcraine
Bonus LinkedIn Tidbits……
Number of LinkedIn users who list the word “fetish”
in their skills: 3,233
Number of LinkedIn users who list the word
“rapping” in their skills: 24

@mattcraine
SO GENIUSES OUT THERE……
1) Complete your profile
2) Change your visibility settings!

@mattcraine
SO WHAT DO PEOPLE FIND
WHEN THEY SEARCH YOU OR
YOUR COMPANY?
Half the companies that come to me have
issues like the above
• Facebook party pictures?
• Crappy Incomplete LinkedIn profiles?
• Unprofessional company pictures?
• Unclaimed business profiles?
• Embarrassing employee news?

@mattcraine
THEN CONSIDER….
Almost half of U.S adults (48 percent) say
that most of the search results about them
aren’t positive
Nearly a third (30 percent) say
nothing shows up at all

@mattcraine
AND ADD THAT WITH….
Only 6 in 10 consumers visits a local company’s
ACTUAL website when considering their service
(That means 4 out of 10 base their decision on everything ELSE they find
out about you)

@mattcraine
WHAT NEEDS TO BE DONE?
• AUDIT – Both your company brand and YOUR brand
• Well developed LinkedIn company page AND profile pages for
ALL EMPLOYEES INCLUDING the CEO (because they rank)
• Robust website team pages – Why hide who your leaders are?
• Make sure ALL KEY EMPLOYEES claim their online profiles
• Clean up employee photos everywhere online
• Monitor your brand, employees, competitors

@mattcraine
AND YOU
and your CEO
and your CFO
and your COO
and your
C-FREAKING WHATEVER-O

@mattcraine
Go Register Your Own
DOMAIN NAME!

@mattcraine
www.joeschmoe.com
Easiest thing you can do to
protect and build your brand
(Both the company’s & personal)
For just $10

@mattcraine
Then:
Put up a personal website
(wordpress, squarespace)

@mattcraine
Even if you're not planning to ever
DO anything with your site, you'll
prevent others, like a competitor,
from hijacking Google
search results of your name

@mattcraine
All businesses (and CEOs) should be
attacking local search even if they
AREN’T local or are online only

@mattcraine
“Local is the new unique. It’s totally fetch!”
- Greg Gifford @greggifford

@mattcraine
AND HERE’s WHY……
Google is VERY tuned in to trusted
local directory listings & links

@mattcraine
Test drive
Moz.com/Local

Score: 8%
The only online
directory Moz can
find is Foursquare
Missing Facebook,
Google+, Bing is
hurting them

The only online
directory Moz can
find is Foursquare
Missing Facebook,
Google+, Bing is
hurting them

Score: 91%
The only online
directory MISSING
is Best of the Web
All the rest are at
100% or close
Takes regular
maintenance

This is the kind of reputation
branding you’re shooting for
• Incognito mode
• In Las Vegas for a Virginia
based business
• Entire first page of SERPs
• 5 Stars across the board

@mattcraine
Part 2a:
Story #2: Minor Crisis
Lesson: Regularly monitor for irregularities in analytics

@mattcraine
Every business (not just local companies)
needs to claim & optimize ALL
directories
- LinkedIn, Facebook, Google for Business, Bing Business, Yelp, Yellow
Page (yes yellow pages), etc

@mattcraine
So why are local links and citations so
important?
Well for local businesses it’s obvious:
- Boosts maps visibility
- Boosts local rankings
- Boosts domain authority = longer tail terms
- Sends relevant traffic

@mattcraine
“Hold on. If I am getting local links and
local citations, they are just boosting my
local ranking ability, right?
I don't give a shit about that because I'm
not focused on local, I sell online.”
- typical online re-seller
But for online or national companies…..

@mattcraine
What do local links and citations do for
online or national businesses?
- Boosts domain authority = longer tail terms
- Builds powerful anchor text
- Harder for competitors to compete for those links
(they aren’t in the area, no relevance)
- MOST IMPORTANT: Gives Google trust signals
“This is a real business in a real place, not a spam site. We
can trust this company and website.” – Google God thinking & pondering

@mattcraine
Problem:
You + Your Competitors =
Lots of similar content
Do you stand out? Probably not, because it’s all
pretty much the same

@mattcraine
Create content that’s
actually locally driven
Become a local resource

@mattcraine
Things like:
- local news & happenings
- local calendar
- interview local business leaders or officials
- a directory of area resources
- “Best of” lists of local restaurants, things to do, sights, etc.
- Profile neighborhoods or communities
Any of the above to where the content on your site becomes a
resource. And your brand becomes a trusted authority

@mattcraine
Part 3:
WHAT GRINDS MY GEARS

@mattcraine
76% of people who use location search visit that
business within one day.
28% result in a conversion.
@DuaneForrester
So remember from the earlier slide,
6 of 10 users visit a company site after a search.
What do they find?

@mattcraine
What is their expectation?
Are you satisfying it?
Think about Amazon….on your phone

@mattcraine
Bad mobile experiences are a reputation issue.
Think about people's first reaction to your
brand on a phone if it's garbage to use?

REPUTATION
MANAGEMENT
&
BRAND
PROTECTION
@mattcraine
“It’s 10 times easier to
build your brand’s
(or your own)
credibility before a
crisis….
…than to try and
repair it afterwards”

“We are not enemies, but friends. We must not be
enemies. Though passion may have strained, it
must not break our bonds of affection.
The mystic chords of memory will swell when
again touched, as surely they will be, by the
better angels of our nature.”
- Abraham Lincoln
@mattcraine
THANK YOU
matthewcraine@gmail.com
720-291-4498

Reputation Management for CEOs & Their Businesses

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