The document discusses the importance of online reputation management (ORM) in today's "reputation economy" where people's and company's reputations are shaped by online reviews and information. It defines ORM and explains how to establish a reputation management plan, including monitoring your online presence, establishing positive online content, and understanding how to restore your reputation if it is damaged. It also provides an overview of how Google works and the concept of "Google Truth" where search results are accepted as reality.
In its early days the Internet was often referred to as “the wild West” due to the lack of standards governing it. Though the Internet is somewhat more settled these days, one thing that still harkens back to the days of cattle ranchers and train robbers is reputation. In the age of Google, reputations can be ruined by those with genuine grievances and those with grudges alike. Would you know how to defend your reputation or that of your institution should it come under fire? Join Kimberley Barker for a closer look at the good, the bad, and the ugly of life in the reputation economy, and learn about practical steps that you can take to safeguard your good name
Google Analytics 101 provides an introductory lesson on features of Google Analytics including Audience, Behavior, Conversion and A/B Testing. If you are considering a website redesign, you should review this to get familiar with how to integrate analytics. Check out http://insivia.com to learn more.
The Reputation Economy: Protecting your most valuable asset in the age of GoogleKR_Barker
In its early days the Internet was often referred to as “the wild West” due to the lack of standards governing it. Though the Internet is somewhat more settled these days, one thing that still harkens back to the days of cattle ranchers and train robbers is reputation. In the age of Google, reputations can be ruined by those with genuine grievances and those with grudges alike. Would you know how to defend your reputation or that of your institution should it come under fire? Join Kimberley Barker for a closer look at the good, the bad, and the ugly of life in the reputation economy, and learn about practical steps that you can take to safeguard your good name.
You will become aware of the issues that can adversely affect the position of your website in the search engine results. You will also learn about some the positive steps you can take to improve both your website and the linking to your website that over time will improve your website promotion within Google.By the end of the course you won’t necessarily know how to fix any outstanding issues but at least you will be aware that you do have outstanding issues on your website. A more detailed series of courses is available which will cover the actual techniques you need to implement in detail to really get the best out of your search engine optimisation efforts.
ARISE ROBY
In its early days the Internet was often referred to as “the wild West” due to the lack of standards governing it. Though the Internet is somewhat more settled these days, one thing that still harkens back to the days of cattle ranchers and train robbers is reputation. In the age of Google, reputations can be ruined by those with genuine grievances and those with grudges alike. Would you know how to defend your reputation or that of your institution should it come under fire? Join Kimberley Barker for a closer look at the good, the bad, and the ugly of life in the reputation economy, and learn about practical steps that you can take to safeguard your good name
Google Analytics 101 provides an introductory lesson on features of Google Analytics including Audience, Behavior, Conversion and A/B Testing. If you are considering a website redesign, you should review this to get familiar with how to integrate analytics. Check out http://insivia.com to learn more.
The Reputation Economy: Protecting your most valuable asset in the age of GoogleKR_Barker
In its early days the Internet was often referred to as “the wild West” due to the lack of standards governing it. Though the Internet is somewhat more settled these days, one thing that still harkens back to the days of cattle ranchers and train robbers is reputation. In the age of Google, reputations can be ruined by those with genuine grievances and those with grudges alike. Would you know how to defend your reputation or that of your institution should it come under fire? Join Kimberley Barker for a closer look at the good, the bad, and the ugly of life in the reputation economy, and learn about practical steps that you can take to safeguard your good name.
You will become aware of the issues that can adversely affect the position of your website in the search engine results. You will also learn about some the positive steps you can take to improve both your website and the linking to your website that over time will improve your website promotion within Google.By the end of the course you won’t necessarily know how to fix any outstanding issues but at least you will be aware that you do have outstanding issues on your website. A more detailed series of courses is available which will cover the actual techniques you need to implement in detail to really get the best out of your search engine optimisation efforts.
ARISE ROBY
Linkedin 2021 Workshop for The Phyllis B. Frank Pride Center of Rockland CountyRad Integrated Media
Are you going to make the most of LinkedIn in 2021?
It is a New Year and a New LinkedIn!
How to get the most out of your network from networking to a new job.
The Phyllis B. Frank Pride Center of Rockland County would like to invite you to a workshop on LinkedIn - where you will learn practical skills and strategies that you can put to use in your digital communications featuring guest speaker: Rachel A. Adler of Arch Street Communications.
Learn how to leverage LinkedIn to enhance your visibility as an individual or for your company in this interactive online webinar. We will discuss different tools and how to utilize each of them during this time best. Additionally, we will talk about the importance of messaging during a time of COVID-19.
Learn about digital media and trends in 2021-2022, how to find the right channels and how to use them for marketing.
Learn how to get the most out of your LinkedIn whether you are working from home or looking for a new job.
Interact virtually to get new business
Share, connect and grow your network
Google Ads Updates Guide 2020: The best GuidePPCexpo
Google Ads Updates Guide 2020 The best Guide:
As we move into 2020, the leading search engine in the world continues to evolve to provide a better service for consumers, marketers, and search engine optimization (SEO) professionals. In this article, we’ll explore the top Google Ads updates, looking at the significant changes on the platform over the past year.
Inbound Marketing Vs Outbound Marketingkarthikzinavo
Inbound marketing is the practice of bringing warm, qualified leads into your sales funnel rather than reaching outward to cold targets.
Outbound Marketing,also known as traditional marketing, has been the main marketing strategy for the past century.
Ob in der Landwirtschaft, der Industrie oder im Dienstleistungsgewerbe: Künstliche Intelligenz (KI) oder auch Artificial Intelligence (AI) ist in aller Munde. Zukünftig soll Informationstechnik in immer mehr Anwendungsbereichen dazu fähig sein, menschenähnliches Lern-, Beurteilungs- und Entscheidungsverhalten nachzuahmen und zu automatisieren. Mittels ausgefeilter Algorithmen überprüfen Systeme fortlaufend Daten und analysieren Ereignisse.
Das vorliegende Whitepaper dient folglich als Auftakt für die Beleuchtung der aktuellen Trends in der digitalisierten Personalgewinnung unter Berücksichtigung von Künstlicher Intelligenz. Erfahren Sie mit Hays, welche Methoden und Tools bereits in der deutschen Recruiting-Landschaft im Einsatz sind – und was derzeit noch als ferne Zukunftsmusik zu bewerten ist.
The Top 10 Artificial Intelligence Trends Everyone Should Be Watching In 2020Bernard Marr
Artificial Intelligence (AI) has undoubtedly been the technology story of the 2010s, and it doesn't look like the excitement is going to wear off as a new decade dawns.
The Basics of SEO Every Entrepreneur Should Know for Their Startups to improve website ranking & visibility in search engines to generate more traffic on website.
So you have a website....Did you know that 80% of website owners have not search engine optimized their websites. Watch this presentation about basic search engine optimization
I delivered a talk on application of Artificial Intelligence in Fintech to the visiting students of University of Applied Sciences, Wurzburg-Schweinfurt, Germany at Christ University
Google analytic best website performance checker tool, get complete guide information on website with Google analytics tool for better results and for complete check on information.
Evolution of online advertising technologies explained. Only main technologies like Ad exchange, DSP, SSP etc. are covered. There are many other technologies I'm planning to explain on another presentation
Linkedin 2021 Workshop for The Phyllis B. Frank Pride Center of Rockland CountyRad Integrated Media
Are you going to make the most of LinkedIn in 2021?
It is a New Year and a New LinkedIn!
How to get the most out of your network from networking to a new job.
The Phyllis B. Frank Pride Center of Rockland County would like to invite you to a workshop on LinkedIn - where you will learn practical skills and strategies that you can put to use in your digital communications featuring guest speaker: Rachel A. Adler of Arch Street Communications.
Learn how to leverage LinkedIn to enhance your visibility as an individual or for your company in this interactive online webinar. We will discuss different tools and how to utilize each of them during this time best. Additionally, we will talk about the importance of messaging during a time of COVID-19.
Learn about digital media and trends in 2021-2022, how to find the right channels and how to use them for marketing.
Learn how to get the most out of your LinkedIn whether you are working from home or looking for a new job.
Interact virtually to get new business
Share, connect and grow your network
Google Ads Updates Guide 2020: The best GuidePPCexpo
Google Ads Updates Guide 2020 The best Guide:
As we move into 2020, the leading search engine in the world continues to evolve to provide a better service for consumers, marketers, and search engine optimization (SEO) professionals. In this article, we’ll explore the top Google Ads updates, looking at the significant changes on the platform over the past year.
Inbound Marketing Vs Outbound Marketingkarthikzinavo
Inbound marketing is the practice of bringing warm, qualified leads into your sales funnel rather than reaching outward to cold targets.
Outbound Marketing,also known as traditional marketing, has been the main marketing strategy for the past century.
Ob in der Landwirtschaft, der Industrie oder im Dienstleistungsgewerbe: Künstliche Intelligenz (KI) oder auch Artificial Intelligence (AI) ist in aller Munde. Zukünftig soll Informationstechnik in immer mehr Anwendungsbereichen dazu fähig sein, menschenähnliches Lern-, Beurteilungs- und Entscheidungsverhalten nachzuahmen und zu automatisieren. Mittels ausgefeilter Algorithmen überprüfen Systeme fortlaufend Daten und analysieren Ereignisse.
Das vorliegende Whitepaper dient folglich als Auftakt für die Beleuchtung der aktuellen Trends in der digitalisierten Personalgewinnung unter Berücksichtigung von Künstlicher Intelligenz. Erfahren Sie mit Hays, welche Methoden und Tools bereits in der deutschen Recruiting-Landschaft im Einsatz sind – und was derzeit noch als ferne Zukunftsmusik zu bewerten ist.
The Top 10 Artificial Intelligence Trends Everyone Should Be Watching In 2020Bernard Marr
Artificial Intelligence (AI) has undoubtedly been the technology story of the 2010s, and it doesn't look like the excitement is going to wear off as a new decade dawns.
The Basics of SEO Every Entrepreneur Should Know for Their Startups to improve website ranking & visibility in search engines to generate more traffic on website.
So you have a website....Did you know that 80% of website owners have not search engine optimized their websites. Watch this presentation about basic search engine optimization
I delivered a talk on application of Artificial Intelligence in Fintech to the visiting students of University of Applied Sciences, Wurzburg-Schweinfurt, Germany at Christ University
Google analytic best website performance checker tool, get complete guide information on website with Google analytics tool for better results and for complete check on information.
Evolution of online advertising technologies explained. Only main technologies like Ad exchange, DSP, SSP etc. are covered. There are many other technologies I'm planning to explain on another presentation
The Reputation Economy: Safeguarding your most valuable asset in the age o…CMHSL
In its early days the Internet was often referred to as “the wild West” due to the lack of standards governing it. Though the Internet is somewhat more uniform these days, one thing still harkens back to the days of cattle ranchers and train robbers is reputation. In the age of Google, reputations can be ruined by those with genuine grievances and those with grudges alike. Would you know how to defend your reputation or that of your institution should it come under fire? Join Kimberley Barker for a closer look at the good, the bad, and the ugly of life in the reputation economy, and learn about practical steps that you can take to safeguard your good name.
Many people are surprised to learn that, even though they don’t participate on social media and only use their computers for work, they have a digital life. This is partly because publicly-available information about you is collected from the internet, and this information is used by companies to create records about you. Join Kimberley Barker for an overview of topics such as digital privacy, online reputation management, personal branding, and online identity.
With the widespread use of forums, discussion groups, blogs, review sites and social media (such as Facebook & Twitter), it is very easy for Internet users to post their opinions and rants. This content can be positive but it can also be negative with wide ranging consequences.
The essence of online reputation management is ongoing research accompanied by a strategy and tactics to deal with the individual situations found.
This webinar will take you through the 4-step process of building an effective reputation management strategy.
Great tips, resources, best practices and how-to's on Internet Marketing and Interactive Media esp. to plan launch and grow a wildly successful business.
Google is Watching You: How Google Spies on Search Behavior to Rank WebsitesJohn Crenshaw
Google is watching you, your friends, your grandma, your kids, your spouse - and it's all an attempt to improve the search ranking algorithms.
Find out how Google might be using searcher behavior to improve the search results and the implications this has for anyone involved in SEO.
Your professional reputation online matters. This presentation explains who is using the internet and social media in the United States, opportunities for lawyers to connect online, the harm that may result from not claiming your firm's social media profile and what to do when faced with negative criticism.
7 Easy Steps to Turbocharge Your Online BrandElad Hogen
Know-how and tools that you’ll need to build and maintain a powerful and rewarding personal or business brand on the Internet:
- What is Online Brand Management?
- How to get super targeted traffic?
- What web properties you need to have online?
- Automate content creation like a pro.
- All you need to know about SEO for local branding.
DeVry SEO and Reputation Management Presentation 9_19_2013Michael Fleischner
Michael Fleischner, President of Upward SEO, presents to DeVry University undergraduate and graduate students on the topic of local marketing and reputation management. During this presentation, Michael explains the basics of reputation management and three effective strategies for dealing with reputation that may have been compromised - either for individuals or businesses.
Mr. Fleischner focused on the power of authority websites, social media, and citations, or bolstering website authority and improving online reputation. Learn more about effective reputation management strategies by following Michael on Twitter @fleischnerm or by visiting UpwardSEO.com.
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.
Introduction to Digital Life (October 2016)KR_Barker
Many people are surprised to learn that, even though they don’t participate on social media and only use their computers for work, they have a digital life. This is partly because publicly-available information about you is collected from the internet, and this information is used by companies to create records about you. Join Kimberley Barker for an overview of topics such as digital privacy, online reputation management, personal branding, and online identity.
Getting hired using social media presentation by Nathan Rosen at New York Pub...Nathan Rosen
Getting hired using social media presentation by Nathan Rosen at New York Public Library March 10 2015. Topics covered include; knowing your online social media footprint, owning & taking control of what people see, developing it by increasing the number of contacts & the quality of the profile, and using it to research people & companies.
Similar to The Reputation Economy (March 2016) (20)
ACCA Version of AI & Healthcare: An Overview for the CuriousKR_Barker
This is the version of my AI & Healthcare class that I presented to attendees of the Association of Cancer Center Administrators' 2024 annual conference in Philadelphia.
AI is widely utilized in healthcare. This presentation provides a friendly introduction to the topic for librarians, health professionals, and anyone with an interest in the topic. Attendees will come away informed about the field’s history, conversant with definitions of important concepts, an understanding of how AI can become biased (and what that means for patients), and familiar with some of the many ways that AI is currently being used in healthcare.
AI and Healthcare: An Overview (January 2024)KR_Barker
Use this presentation to:
- learn about the historical roots of AI
- learn about major events in the AI timeline
- get an overview of some of the ways that AI is being used now in healthcare to facilitate provider-patient communication, mine medical records, assess patients, predict illness, suggest treatments, enable patient monitoring
This presentation is updated for early 2024 and addresses AI's use in the creation of dis/misinformation and deepfakes, as well as the bias inherent in AI, brought on by the data sets used to train it.
Bias in Healthcare: An Evidence-Based OverviewKR_Barker
Bias can be both conscious and unconscious, and affects all areas of life including healthcare, with unfortunate (and sometimes deadly) consequences for patients. Join Kimberley for an evidence-based exploration of this topic which will include learning about biases in several different areas (sexual identity, physical weight, race, socioeconomic status, education, age, and disability), defining the scale of the problem, and how some in healthcare are working to combat bias and improve outcomes for patients.
From traffic routing to self-driving cars, Alexa to Siri, AI’s reach is extending into all areas of life, including healthcare. Join Kimberley Barker, MLIS, to learn more about how AI is being used now, and will be used in the near future, to facilitate provider-patient communication, mine medical records, assess patients, predict illness, suggest treatments, and so much more. This class is freshly updated for 2023 and also includes a section on the bias inherent in AI, which impacts the kind of treatment that patients receive.
From the link between worsening air quality and increasing respiratory illness- to the damage of increasingly powerful storms on healthcare facilities- to the link between a rapidly warming Earth and infectious diseases- to the negative effects on mental health, the changing climate is affecting humanity. Join Kimberley for an evidence-based overview of the topic to learn more about current challenges, what needs to be done to best meet changing needs, which groups are most impacted, and how some groups are approaching those challenges.
From traffic routing to self-driving cars, Alexa to Siri, AI’s reach is extending into all areas of life, including healthcare. Join Kimberley to learn more about how AI is being used now, and will be used in the near future, to facilitate provider-patient communication, mine medical records, assess patients, predict illness, suggest treatments, and so much more. This class is freshly updated for 2023 and also includes a section on the bias inherent in AI, which impacts the kind of treatment that patients receive.
From traffic routing to self-driving cars, Alexa to Siri, AI’s reach is extending into all areas of life, including healthcare. Join Kimberley to learn more about how AI is being used now, and will be used in the near future, to facilitate provider-patient communication, mine medical records, assess patients, predict illness, suggest treatments, and so much more.
Climate Change & Its Effects on Healthcare: an Evidenced-Based OverviewKR_Barker
From the link between worsening air quality and increasing respiratory illness- to the damage of increasingly powerful storms on healthcare facilities- to the link between a rapidly warming Earth and infectious diseases- to the negative effects on mental health, the changing climate is affecting humanity. Join Kimberley for an evidence-based overview of the topic to learn more about current challenges, what needs to be done to best meet changing needs, and how some groups are approaching those challenges.
Kimberley Barker created this presentation for the University of Virginia's School of Medicine's Office of Faculty Development's Continuing Medical Education program; this is an updated (2021) version of the original.
This presentation provides both an overview of the history of artificial intelligence, as well as a look at how AI is impacting healthcare now- and how it will impact it in the near future.
This presentation was created by Kimberley R, Barker, MLIS.
Presentation: Librarian for Multimedia Teaching and LearningKR_Barker
The presentation that I gave as part of my interview for the position of Librarian for Multimedia Teaching and Learning, at the Robertson Media Center, at UVA.
In its early days, Twitter was considered useless as an outlet for professional activities. However, as more and more professionals joined the platform, its usefulness as a tool for professional networking, information-sharing, discussion, and self-marketing became clear. Join Elaine and Kimberley as they explore the ways in which Twitter can help you more clearly define your professional online self.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
1. The Reputation Economy
Managing Your Online Identity
in the Age of Google
Kimberley R. Barker, MLIS
Librarian for Digital Life
Claude Moore Health Sciences Library
University of Virginia
2. In this presentation:
• Defining the “reputation economy”
• What is “Google Truth”?
• How does Google work?
• Defining online reputation management services
– Individual
– Corporate
• Establishing a reputation management plan
• Understanding the real-life ramifications of reputation
damage
• Reputation restoration
• Further resources
3. What is the “reputation economy”?
• Refers to the way in which the standing of
a product/person/institution/business is
shaped by the contributions of end users.
• “wisdom of crowds”/crowdsourcing
– Nothing new
– Changes in technology mean that we use
computers instead of the telephone or writing
letters
4. Your own habits
• How many of you Google the following?
– Job candidates
– Dates
– Children’s friends/counselors/teachers
– Doctors
– Products
– Hotels
– Restaurants
• How much are you influenced by what you find?
5. How would you react to an attack
on your reputation?
Toni & Candace respond to
a bad review on Yelp
6. Incidentally…
• 2011 report on Yelp ratings by Harvard
Business School assistant professor Michael
Luca:
– a one-star increase in the rating of an
independent restaurant leads to a 5 to 9
percent increase in revenue.
•http://www.hbs.edu/faculty/Publication%2
0Files/12-016.pdf
10. “Google Truth”
• Defined as the automatic acceptance of Google
results as an accurate representation of reality
11. How Google works (1 of 7)
• Google is comprised of three distinct parts
– Googlebot
– Indexer
– Query processor
• Each part has its own specific and unique
function.
12. How Google works (2 of 7)
• Googlebot
– Composed of 1000’s of computers engaged in
parallel processing:
• Requests & retrieves 1000’s of different pages
simultaneously; does this two ways
– “Add URL” forms
– Find links via web crawling
» Fresh crawls
» Deep crawls
13. How Google works (3 of 7)
• Indexer
– Receives full texts of pages from Googlebot;
stores them in databases
– Index sorts search terms alphabetically
• Ignores “stop words”
• Converts all text to lower-case
– Each entry in index stores list of documents with
that search term and also the location within the
text of that search term
14. How Google works (4 of 7)
• Query processor
Multiple parts
•Search box
•“engine” that evaluates
searches & matches to
relevant documents
•Results formatter
16. How Google works (6 of 7)
(It’s a popularity contest… sort of)
• PageRank
– Link analysis algorithm
– Page with higher rank displays higher in results list
– Google uses over 100 factors to determine rank
– How is PR calculated?
• Basically, the more times that a page is linked to
determines its PR
– Built from this algorithm, which is used iteratively:
» PR(A) = (1-d) + d (PR(T1)/C(T1) + … + PR(Tn)/C(Tn))
18. Hummingbird
• Google replaced its algorithm in August,
2013
• The preceding seven slides are still valid
• Hummingbird is semantic; i.e., based on
natural language queries
– Conversational search technology
– Uses Google’s Knowledge Graph
• Google is looking towards future
– 60% of Americans access Internet on mobile
device
– Spoken searches
19. Why did I just spend 8 slides on
Google?
• If you understand how Google works, you
will understand how to:
– Positively increase your online presence
– Monitor your reputation
– Formulate a basic reputation restoration plan
– Understand when you need to seek
professional help
20. What is ORM (online reputation
management)?
• Basically, “…the practice of making people and
businesses look their best on the Internet.”
www.reputation.com
• For whom is this service?
– Individuals
– Professionals
– Institutions
•Who can perform this service?
•People just like you
•Reputation management professionals
21. ORM is big business
• “American companies will spend $2.2
billion in 2012 for "reputation and presence
management," according to Jed Williams,
senior analyst for BIA / Kelsey, a media-
consulting firm based in Chantilly, Va.By
2015, that sum will grow to $5 billion, says
Williams.”
– “Can you erase your online blunders? With
effort, and luck, it's possible”; Lacitis, Erik;
Seattle Times; July 29, 2012
31. Yelp again
• Study shows high Yelp rating correlates
with better Hospital outcomes
– Bardach NS, Asteria-peñaloza R, Boscardin WJ, Adams
dudley R. The relationship between commercial
website ratings and traditional hospital performance
measures in the USA. BMJ Qual Saf. 2012.
• http://www.imedicalapps.com/2013/02/yelp-hospital-
outcomes/
32. But then there’s this:
• “Fake It Till You Make It:
Reputation, Competition, and Yelp Review Fraud”
– Investigated economic incentives for creating fake
reviews for self or competitor
http://people.hbs.edu/mluca/fakeittillyoumakeit.pdf
33. Establishing a
reputation management plan
• Begin monitoring your online presence
– Good
• Search for your name at least once per month
–Best
• Create a search alert for your name
•Check your privacy settings on all social media
•Facebook, Twitter, LinkedIn, etc
•Feed your online presence with positive content
•Blogging, Tweeting, profile sites, YouTube, professional
directories, newsletters, etc.
35. • Be aware of who might be looking for information
about you
•Think about to what sites Google will direct searchers
•E.g., those searching for information on professors will
be directed to sites such as HealthGrades, etc
•Accept the fact that no information does NOT equal a
positive image and, in fact, can be viewed with suspicion
Establishing a
reputation management plan
36. Establishing a reputation
management plan (TL; DR)
• “6 Steps To Managing Your Online Reputation”
– Search yourself
– Buy your domain name
– Put all of your content in one place
– Join social networks
– Optimize your presence on those sites
– Keep private things private; assume nothing is
private
37. Reputation Restoration
• First steps
–You will be hurt, scared, and angry.
Take some time to process your
emotions.
–Tell your family and trusted friends.
You will need their support to get
through this.
–Realize that you are not the first person
whose reputation has been damaged-
you are not alone.
38. Reputation Restoration
– Realize that there exist tools to restore your
good name.
– Assess the damage; if severe, consult a
professional reputation management
consultant immediately. Accept that you
cannot repair the damage on your own and
that the issue won’t just go away.
– DO NOT respond with posts of your own.
40. Understand the problem I
(WW 2.0, Chapter 12)
• What is the extent of the problem?
•Perform an online reputation
audit (see Chapter 10 of WW 2.0)
•Comb carefully through first three
pages of Google results, and then
skim the next seven.
41. Understand the Problem II
•Find the source of negative content
• Use an Internet archive provider to check the
URL’s of negative content. Try to determine
where it began.
•Determine whether it is accidental or deliberate
• accidental- “name collision”- reinforcing cycle
• Deliberate- a lie about you; legitimate
complaint
42. Make a plan
(WW 2.0)
• Create a recovery road map
– As in Chapter 10: create list of people who might
search for you
– Create list of sites to which they are directed
– Prioritize which sites to repair first- some smears
easier to repair than others
• Create recovery goals
– Be realistic: it may be impossible to completely
expunge false information- News sites and some blogs
will may always show up in top 10 results and only
feeding positive content (and time) can remedy that.
– Pushing negative content to bottom of search results
may be just as effective
43. Make a Plan
• Create recovery goals
– Be realistic: it may be impossible to
completely expunge false information-
News sites and some blogs will may
always show up in top 10 results and
only feeding positive content (and time)
can remedy that.
– Pushing negative content to bottom of
search results may be just as effective
44. Implement your plan
(WW 2.0)
• Try to find a human
– Contact page administrator via form or email
– CALMLY explain the problem- you need his/her
help!
– If a human will not help you, figure out
from where that website is drawing its false
information. Try to correct the information
at the source (claim your online identity,
etc)
45. Also…
• Sites like Yelp, Facebook, HealthGrades,
etc, are protected from liability for content
on their sites by section 230 of the
Communication Decency Act (CDA 230),
part of the 1996 Telecommunications Act:
– “no provider or user of an interactive
computer service shall be treated as the
publisher or speaker of any information
provided by another information content
provider.”
46. Implement your plan
(WW 2.0 Chapter 12)
• Malicious attacks
– Determine seriousness of threat & frequency
• If a one-off, let it fade away
• If dedicated, persistent attacker, understand that
no matter what you do, this person may continue
to spread lies.
• Try to identify attacker
– Sometimes use info known only to a few
– Sometimes pseudonym is a clue
– Try through legal means- understand expensive and
lengthy
47. Implement your plan
(WW 2.0, Chapter 12)
• Choose your strategy
– Fight back directly
– Try to resolve offline (but proceed carefully)
– Try to isolate negative content indirectly; i.e.,
“Google walls”
• Create more positive & neutral content than
attacker creates negative. Play the Google
algorithm.
48. Claim as many corners of the web as you can!
about.me
49. How does reputation restoration work?
• Remember all of those slides about Google?
• ORM professionals will always be more effective than an
individual simply because they can devote more
resources to it.
50. The future of ORM
• Just as institutions have attorneys, they will
have contracts with reputation
management companies which cover:
– Institution itself
– Individuals who have support of the institution
After all, the reputations of its individuals
affects the reputation of the institution.
51. Don’t be an ostrich!
• Not only SHOULD you not ignore your
online identity, but you soon WILL NOT be
able to
• The way in which you respond to legitimate
criticism can in fact bolster your reputation
(individual or institution)
– Yelp example from Atlanta
52. Further Resources
• Wild West 2.0: How to protect and restore your
online reputation on the untamed social frontier;
Fertik & Thompson (available digitally in Virgo)
• “Fake it Til You Make It: Reputation, Competition,
and Yelp Review Fraud”
http://people.hbs.edu/mluca/fakeittillyoumakeit.
pdf
• The Reputation Society: How online opinions are
reshaping the offline world; Masum & Tovey
• How Google Works:
http://www.googleguide.com/google_works.html
53. Further Resources
• How hospitals hope to boost ratings on Yelp, HealthGrades, ZocDoc
and Vitals https://www.washingtonpost.com/national/health-
science/sites-like-yelp-can-be-tough-but-hospitals-embrace-online-
reviews/2015/06/03/a07a68b6-fe63-11e4-805c-
c3f407e5a9e9_story.html
• 6 Steps To Managing Your Online Reputation
– http://www.forbes.com/sites/susanadams/2013/03/14/6-steps-
to-managing-your-online-reputation/#175ee16ec1ac
• The Anatomy of a Large-Scale Hypertextual Web Search Engine
– http://infolab.stanford.edu/~backrub/google.
html