Upload
others
View
2
Download
0
Embed Size (px)
Citation preview
Reputation Management
© 2012 SEO Training SW | All rights reserved. 1
Reputation Reputation
ManagementManagementManagementManagement
What is Reputation Management
Like SEO… It’s Still About the Brand
• 3 Rules of Reputation Management
• 3 Reality Checks of Reputation Management
2© 2012 SEO Training SW | All rights reserved. 623-203-6117
• 3 Tips for Reputation Management
Reputation Management
© 2012 SEO Training SW | All rights reserved. 2
3 Types of Reputation Management
Reputation Insurance
Reputation Management
3© 2012 SEO Training SW | All rights reserved. 623-203-6117
Crisis Management
Click to edit Master title styleType #1: Reputation Insurance
1. PREVENT!
2. Reputation Insurance is the process of executing a purposeful and intended reflection of something or someone to the “internet.”
3. Achieve this by influencing and shaping the organic or natural search paid advertising and social communication
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 4
search, paid advertising, and social communicationproperties online so that what is reflected on the internet is the desired image and message, consistent with your brand and identity.
Reputation Management
© 2012 SEO Training SW | All rights reserved. 3
Click to edit Master title styleType #2: Reputation Management
1. ENGAGE!
2. Reputation Management is watching and manipulating what “the Internet” says about an individual or a company’s products & services.
It is the active engagement between a company or
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 5
It is the active engagement between a company or individual with others. This includes clients, potential clients, employees, friends, family, etc.
Type #3: Crisis Management
1. ALL HANDS ON DECK!
2. Crisis Management is the necessary response in reaction to a negative and harmful event that appears on the Internet.
This requires an immediate, skillful, and well thought out
6© 2012 SEO Training SW | All rights reserved. 623-203-6117
q , , gset of actions deployed over the Internet in order to manage the information crisis at hand.
Reputation Management
© 2012 SEO Training SW | All rights reserved. 4
Click to edit Master title style3 Rules of Reputation Management
Don’t be a jerk
Be authentic
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 7
Focus on building a brand
Click to edit Master title styleRule #1: Don’t be a jerk
The social networking world is a mere reflection or a shadow
of hat happens in the real ord It is an o tlet forof what happens in the real word. It is an outlet for
communication and transparency that slices both ways.
Social Media can help you establish and support your life
and/or business objectives or it can harm you personally or
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 8
and/or business objectives, or it can harm you personally or
professionally in a second.
Reputation Management
© 2012 SEO Training SW | All rights reserved. 5
Click to edit Master title styleRule #2: Be Authentic
1. Don’t post fake reviews or comments.
2. Don’t create fake news sites.
3. Don’t create fake reviews sites!!! $500,000 fine
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 9
Click to edit Master title styleRule #3: Focus on Relationships
The only two things that will last and the best P itiwill last and the best way to develop a rock solid positive and authentic reputation on & off line:
Positive Relationships
VIRAL
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 10
Positive relationshipsand experience are viral.
Experience
Reputation Management
© 2012 SEO Training SW | All rights reserved. 6
Click to edit Master title style3 Reality Checks of Reputation Management
Ranking Power
Unsubstantiated Claims
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 11
Most Reputation Teams
Click to edit Master title styleReality Check #1: Rankings
Page on a scam site can rank for your phrases or brand because of site scale.
1 Pi dC 500 0001. PissedConsumer.com 500,000 pages
2. RipoffReport.com 1,100,000 pages
3. Scam.com 3,400,000 pages
4 Scambook com 8 100 000 pages
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 12
4. Scambook.com 8,100,000 pages
5. 800Notes.com 1,900,000 pages
6. Yelp.com 11,600,000 pages
Reputation Management
© 2012 SEO Training SW | All rights reserved. 7
Click to edit Master title styleReality Check #2: Claims
1. Scam sites allow unsubstantiated complaints.
2. Competitors and disgruntled employees can post anything they want.
3. No proof of claim required.
4 No personal identification confirmation required
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 13
4. No personal identification confirmation required.
5. Legal process can take two years to get court order to remove false claims.
Click to edit Master title styleReality Check #3: Teams
Most Reputation Teams include:
• Project Manager
SERP Domination takes 2 to
6 months• Project Manager
• Designer
• 1 Senior Content Specialist
• 2 to 5 Content Generalists
• 2 to 4 Content Marketing
Specialists
6 months
$200,000 - $400,000 a year
Don’t panic! There are other
methods.
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 14
Specialists
• 1 Social Media Specialist
• 1 or 2 Social Media
Generalists
Reputation Management
© 2012 SEO Training SW | All rights reserved. 8
Click to edit Master title style3 Tips for Rep Management
Research Specific Space
Build & Strengthen Sites & Profiles
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 15
Create and Syndicate Videos
Click to edit Master title styleTip #1: Research
Search for specific keyword and gather the to 30 results and place them on an excel spreadsheet; this provides a baseline.p ; p
Identify and categorize by:
• Negative listings – red
• Profiles to boost & current profiles in place that can be
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 16
p pboosted – green
• Profiles to create - blue
Reputation Management
© 2012 SEO Training SW | All rights reserved. 9
Click to edit Master title styleTip #2: Build & Strengthen
Local vs. National
For Local use http://tkoseo visibilityscore com/For Local, use http://tkoseo.visibilityscore.com/
Determine what is missing from - search engines - local directories-
competitor citations - social media profiles - review (reputation
management) - keyword ranking.
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 17
For National, use visit http://www.knowem.com
Gather profiles data and submit via one of the packages (business is
recommended for most) - submit profiles, build them and track results.
Click to edit Master title styleTip #3: Videos
1. Using photos or current video, slide over information and create 30 second clips (5) using http://www.animoto.com.p ( ) g p
2. Load images - software creates videos for you - light version is free and allows to create enough videos for 1 project.
3. Criteria is 5 videos per project to start; if needed you can add more videos in sets of 5
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 18
more videos in sets of 5.
4. Upload and syndicate to these 8 sites: Facebook – tumbler –photobucket – flickr – MySpace – Picasa – twitter – YouTube.
Reputation Management
© 2012 SEO Training SW | All rights reserved. 10
Click to edit Master title styleMore on Videos
1. Use http://www.fiverr.com to syndicate and broadcast all videos.
2. Submit 5 times - 1 fiverr.com project for each video.p j
3. Provide fiverr.com vendor with description AS WELL AS the targeting URL for the primary video.
4. Same url will be added to all videos (primary video in YouTube) with a unique description in each.
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 19
5. YouTube.com will not allow to upload video url on creation - must be done after creating by "edit video."
6. End of process - will have 5 videos with 1 url in all descriptions - 4 videos on YouTube pointing to 1 video and 150 from fiverr.com pointing to the 1 video.
Click to edit Master title styleThe Bottom Line
1. Reputation Management is much like SEO, but much harder.much harder.
2. Negative results cannot be erased, only preventedand/or moved out of sight .
3. It will take time, effort and dedication.
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 20
4. Prevention, Authenticity and Relationships are vital for sustainable reputation management.
Reputation Management
© 2012 SEO Training SW | All rights reserved. 11
Click to edit Master title styleFull Course Overview
1. How to be Proactive in Reputation Management
2 H t P f th U t d2. How to Prepare for the Unexpected
3. How to Do it Like the Like Big Brands
4. Sustainable Reputation Management Strategies
© 2011 Search Engine Academy | All rights reserved. 623-203-6117 21
5. BONUS: Black Hat Reputation Management –For instructional purposes only!
Meetup Group Promotion
Space is limited to only 15 students. You will want to reserve your spot NOW:
Online Reputation Management IntensiveOnline Reputation Management Intensive
January 25, 2013 - 1:00 PM to 5:00 PM
Morristown, Arizona
Reputation Management WORKSHOP ONLY: $125.00
22© 2012 SEO Training SW | All rights reserved. 623-203-6117
Save $25 and have a Free Lunch
Register for both the PR in a Jar Workshop held in the morning and the Reputation Management Workshop and SAVE $! Both for only $225.00.