They Said

WHATAbout Us?

ACTUAL REVIEW ON CARING.COM

ACTUAL REVIEW ON CARING.COM

ACTUAL REVIEW ON CARING.COM

ACTUAL REVIEW ON CARING.COM

ACTUAL REVIEW ON CARING.COM

ACTUAL REVIEW ON CARING.COM

ACTUAL REVIEW ON CARING.COM

ACTUAL REVIEW ON CARING.COM

ACTUAL REVIEW ON CARING.COM

ACTUAL REVIEW ON CARING.COM

ACTUAL REVIEW ON CARING.COM

EVER SEE REVIEWS LIKE THOSE?

Online reviews can be brutal.

of internet users say their

purchase decisions are

influenced by online reviews

THAT’S A LOT

Fortunately, there’s some good news.

THE

GOOD

NEWS

75% of online

reviews are positive

EVEN

BETTER

NEWS

You’re going to walk away

with valuable ideas & tools

“This is the worst place in the

world! When I took the tour, it

seemed so wonderful – but I was

wrong!! The staff didn’t take good

care of my mom and I regret

bringing her here. Don’t be swayed

by the sales pitch. They are sharks

and you are the bait! Find a

different place! Any other place is

better than this one!”

THE CEO JUST CALLED YOU INTO THE OFFICE AND SHOWED

YOU THIS ONLINE REVIEW. ITS YOUR JOB TO FIX THE DAMAGE.

WHAT DO YOU DO?

JOEI WANT YOU TO MEET JOE

Joe is the VP of Sales at NotaReal

Community in Fictitioustown, OH.

It is his job to make sure his

community has a sparkling,

wonderful reputation online.

Problem is…

Joe just needs to focus on three key areas to

achieve and maintain a stellar online reputation.

BUT IT’S SIMPLE

①

THREE KEY AREAS

Search Engine Brand Dominance

①②

THREE KEY AREAS

Search Engine Brand Dominance

Building a Positive Reputation

①②③

THREE KEY AREAS

Search Engine Brand Dominance

Managing Negative References

Building a Positive Reputation

SEARCH ENGINE BRAND DOMINANCE

…is just what it sounds like: dominating the

search results with your organization

SEARCH ENGINE BRAND DOMINANCE

looks like this

SEARCH

ENGINE

BRAND

DOMINANCE

Every link on the search results

page leads to accurate, positive

information about this organization.

You can make this happen for your

organization!

HOW?

CONTENT

But what is

content?

Content in your chosen channels around the web all pointing

to your website and ultimately, dominating search results.

SEARCH ENGINE BRAND DOMINANCE

There are a few primary channels, and we’re

going to look at those now.

THERE ARE HUNDREDS OF CONTENT

CHANNELS AVAILBABLE TO YOU

YOUR TURN!

HERE ARE JOE’S SCORES. WHAT ADVISE WOULD YOU GIVE JOE?

①②③

THREE KEY AREAS

Search Engine Brand Dominance

Managing Negative References

Building a Positive Reputation

BUILDING A POSITIVE REPUTATION

YOU LIKE ME!

POSITIVE ONLINE REPUTATIONS

HOW?

There are lots of methods & ideas and each community will

have different ways of approaching it. But, it essentially

comes down to one word…

HOW DO YOU GET PEOPLE TO GO ONLINE AND WRITE

POSITIVE REVIEWS ABOUT YOUR ORGANIZATION?

Some organizations will provide incentives or make it really

easy to leave online reviews. There are lots of different ways

to obtain reviews from happy consumers.

IF YOU ASK PEOPLE TO PROVIDE A REVIEW,

TYPICALLY THEY WILL.

Who does Joe need to get on board to make this happen?

How is he going to make this happen?

TO BUILD THE ORGANIZATION’S POSITIVE REVIEWS –

WHAT SHOULD JOE’S TOP PRIORITIES BE?

①②③

THREE KEY AREAS

Search Engine Brand Dominance

Managing Negative References

Building a Positive Reputation

A forward-thinking plan will help you

mitigate disaster when it strikes.

EVEN IF YOU DON’T HAVE ANY NEGATIVE REVIEWS

OUT THERE YET, IT’S JUST A MATTER OF TIME.

MONITOR

YOU NEED TO BE AWARE OF

YOUR CHANNELS AT ALL TIMES

A FEW OTHER TOOLS TO

MONITOR ONLINE MENTIONS:

Google Alerts

Social Mention

Yahoo Alerts

Tweet Beep

Monitor This

Mention

Tagboard

Talkwalker

Yext

SPEED

RESPOND AS QUICKLY AS YOU CAN TO ANY NEGATIVE MENTIONS.

YOU WANT TO OWN THE CONVERSATION AND SPEED IS VITAL TO

OWNERSHIP.

TRANSPARENCY

OWN YOUR MISTAKES.

ORGANIZATIONS NEED

TO BE REAL WITH

CONSUMERS. YOU’LL

HAVE TO DETERMINE

WHAT THAT LOOKS

LIKE EXACTLY WITHIN

YOUR ORGANIZATION

AND YOU’LL WANT TO

FIGURE THAT OUT

WELL BEFORE YOU

HAVE ONLINE

NEGATIVITY TO DEAL

WITH.

LEARN

WHAT SHOULD YOU DO DIFFERENTLY

NEXT TIME?

EVERY TIME YOU ENGAGE ONLINE,

CONSIDER THE EFFECTIVENESS AND

WHAT YOU CAN DO TO IMPROVE THE

NEXT COMMUNICATION.

KNOW

WHEN

TO SEEK

HELP

IN YOUR COMMUNICATION

STRATEGY PLANNING,

DECIDE WHAT SITUATIONS

WILL WARRANT BRINGING

IN INTERNET

PROFESSIONALS.

DO IT SOONER RATHER

THAN LATER.

WHAT DO YOU NEED TO

GET STARTED?Consider who needs to buy-in.

①②③

THREE KEY AREAS

Search Engine Brand Dominance

Managing Negative References

Building a Positive Reputation

1 32

WRITE THREE THINGS YOU’RE GOING TO DO TO START

TAKING CONTROL OF YOUR ONLINE REPUTATION.

• Google your brand. Discover the gaps in the search results.

• Figure out how you’re going to create/curate more content.

• Look in-depth at your existing social media.

Are there channels that simply don’t work for your audience?

• Figure out what internal resources might be available for each

part of the strategy.

• Determine a strategy for getting buy-in.

SOME SUGGESTIONS:

CHEESY STOCK PHOTOS &

OTHER IMAGE CREDITS

Fotolia

Unsplash

Business Insider

Flickr Creative Commons

Indervilla

Richard Austin

Desktop Nexus

Wikimedia