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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 www.twitter.com/sere or www.mogreet.com
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Serena Ehrlichwww.mogreet.com
Tweet me at @serena
Building and Protecting Your Online Reputation
Key Definitions
What is Social Media: Old school, guerilla marketing using new tools
What is an online reputation: The way the world perceives you, your salon and your stylists (regardless of truth)
Why Should You Care?
YOUR clientele is online, sharing with their friendsYOUR clientele’s friends are your top prospects … worst enemiesEvery day, someone gets mad about somethingBad news travels fastTAKE CONTROL
What Defines Online Reputations?
Search result placementsYour own website!Online reviews
Yelp/Trip Advisor/GoogleBlogs
Social network sharingDon’t forget
SentimentALL CAPS!! affects results
Stacking up to the competition
Your Reputation
Yelp/Google Reviews
Social Networks
SEO
website Clients
Employees
Ex-employees
Anyone with a
computer
Where to Start – Listen First!
Start monitoring your brandUse free tools!
Google alertsGoogle BlogSocialMentionSearch.Twitter.comFacebook SearchGoogle Analytics
Don’t forget to monitor misspellings of your brand!
Easy Tools to Get You Started
Social network management
Hootsuite.comTweetdeck.comSocialBro.com (twitter only)
Online influence ranking Klout.comPeerIndex.net
Social network scheduling tool
BufferApp.com
Time to Face Your Flaws
Remember, everyone has hatersBe honest, be brutalPraise/Complaints
Try staff/customer surveys
Be preparedPrepare answers in advanceTake conversations offline
Grace is in the resolution(Yep, same as in real life)
Managing Your Reputation
Take ownershipListen & respondListen & fix
Keys to Success
Internal buy inEmpower your clientele!
Ask for reviews/referralsPromote your social networks!
Create contentPhotos! Articles!
Leverage local toolsRegister in Google Places!Yelp business center
Fix your websitewww.websitegrader.com
Want a Bigger Footprint?
Think mobileSkip SMS – add images!
Hire a consultant Get references!
Image MMSSNEAK to 21534
Flipbook MMSGLEE3D to 21534
Serena EhrlichMogreet@serena
www.mogreet.com
Online Reputation
Examples!
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