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Transcript of Search social-media-&-reputation-management-thunder-seo
Search, Social Media & Reputation Management
January 7, 2011
Max Thomas – ThunderSEO.com
In the age of communication …
Things Don’t Always Go As Planned…
What Does Online Reputation
Management Look Like?
Negative
Positive
Neutral
Does It Matter?
Social: The New Search
1. 69% of consumers are more likely to use a local business it if has information on a social-networking site.
2. Gen Now (tech-savvy consumers all age groups):• 93% usage rate for Facebook• 56% find local-business info via companies’ FB
pages• 55% seek peer referrals & recommendations• 75% are likely to use local businesses
recommended
See “TMP Directional Marketing and 15Miles: Bridging the Gap, From Search to Sales, Local Search Usage Study” September 2010
Online Reputation Nuts & Bolts
Search & Rankings
Focus on Search & Rankings
1. Identify “problem” sites that rank for target keywords• Create list of target brand names
• List “negative” search results (“rankings”)
• Evaluate SEO strength of rankings
• Eye-Ball URL popularity and/or website strength
• Conduct in-depth analysis (focus on inbound links and domain age)
Focus on Search & Rankings
2. Increase rankings for “positive” and “neutral” sites for target keywords
Positive Neutral
Website Non-related websites (same name)
Site Links Maps Listing (no reviews)
Blogs Posts (from site) Directory Listings
Online PR’s
Video’s
Review Sites (when pos.)
Media/Press Sites
Directory Listings (company & business profiles)
Focus on Search & Rankings
3. Ongoing Strategy: Brand-Name Platforms
• Claim all sites for person or business on branded platforms:
• website
• Confirm Site Structure (separate page for name or brand, seo-friendly URLs)
• ning.com, Blogspot, wordpress, facebook.com (fan page), twitter.com, posterous.com, tumblr.com, slideshare.com, Linkedin.com, etc.
Focus on Search & Rankings
4. Ongoing Strategy: Online PR
• Determine Topics – Announcements, Discounts/Promo’s, Partnerships, Product Releases, Non-Profit Tie-In’s, etc.
• Schedule – Set multi-week schedule in advance
• Write PR’s for SEO - Tips
• Make your audience care
• Structure matters – Engage your audience in one sentence
• Tips: One page long; include “for immediate release”; summarized in first paragraph.
• Optimize for Keywords – Quotes, boilerplate information, contact info., multimedia, etc.
Focus on Search & Rankings
4. Ongoing Strategy: Online PR
• Submit to free PR sites:
• 1888pressrelease.com/login.html
• log.org/pub/
• free-press-release.com/members/login.php
• pr.com/signin.php
• pressreleasepoint.com/submit-press-release
• pressmethod.com/
• i-newswire.com/Login
• openpr.com/news/submit.html
• pitchegine.com
Focus on Search & Rankings
5. Ongoing Strategy – Influence Content People Find When Searching.
• Conferences
• Slideshare
• Online PR
Online Reputation Nuts & Bolts
Social Media
Proactive Online Conversations
When Positive
• Keep Conversation Public…that’s easy!
Positive feedback and positive response
Proactive Online Conversations
When Negative
• Address publicly
• Remember: Responses and posts are public – you may not convert unhappy customer, but you can positively influence first-time visitors
• Don’t delete unless spam or cannot be solved
Single negative brand mention:
Company’s public response: not accepting blame, but trying to help the customer privately
Online Reputation Nuts & Bolts
Reviews
Today: Reviews Rule!
Respond to Positive & Negative Immediately• Not always necessary to bend over backwards, but definitely acknowledge customer’s complaint or issue• Do not take personally• Try to steer response toward understanding and resolution
Reviews: Impact on Search
Brand Name Search Pulls Page 1 Rankings for Negative Reviews
Reviews: Negative Response Example
Negative Review Reveals Mis-understanding about CA CAP Program. Accuses Business of Scamming.
Business Owner Responds Explaining CAP Program and How Others Can Benefit.
Reviews: Anger for Anger’s Sake
Upward Trend of Angry, Ranting & Hot Reviews
• General trend in increase of angry reviews
• Reviews aren’t event about actual service or for a different company
• Even so, respond immediately with understanding and helpful support
• Again, you may never be able to convert this customer but you can leave a good impression for first-time visitors who read the review and your response
Reviews: Angry Example
Review is for 3 Years Ago. Doesn’t Address Service Provided by Dentist. Almost Irrational Review.
Dentist Thanks Reviewer, Acknowledges 3 Years Time Lapse, States Ethical Belief, Expresses Concern. Very neutral response.
Online Reputation Nuts & Bolts
Monitoring
Search.twitter.com
Hootsuite.com
HootSuite
Google.com/alerts
Google Alerts
Blogsearch.google.com
Google Alerts
Monitoring
Recap of Tools & Resources
• Search.twitter.com
• Hootsuite.com
• Google.com/alerts
• Blogsearch.google.com
Counterpoint
When There’s a Barrage of Negative Press, Reviews & Comments…
…Respond with an Integrated Strategy.
Counterpoint
1. Be Prepared – Ask for Help
• If Company has built-up an online community around their site, blog and social media profiles, then they have a ready-to-go network of supports to ask for help, advice and even help spread the word.
Counterpoint
2. Be Prepared – Media Contacts• Leverage social media early-on to create media and
journalist relationships• These contacts can help you reach media outlets • Check out Muckrack.com, HARO enewsletter,
JournalistTweets.com
Counterpoint
3. Twitter/Facebook Responses
• Have a handful of templated responses ready for dealing with the particular issue
• Especially helpful with controversial announcements
• Monitor social media channels for comments regarding company name, issue, etc.
Counterpoint
4. Online PR
• Online PR’s rank quickly for targeted keyword searches
• If consistent news coverage for company name (or name + keyword/issue), push series of PR’s utilizing same keywords in title
• Consider paid PR channels for specific messaging
Counterpoint
5. Blog Posts
• If site has well-indexed blog, post responses/articles that leverage target keywords in the blog titles
• Depending on scope of exposure, post daily or several times per week
You may remember the Apple vs. Adobe Flash for the iPhone debate
Counterpoint
6. Youtube Video
• Create 60-120 second video spots
• Optimize for target keywords
• Add to business’s Youtube channel
• Pull in video to homepage and/or blog
• Have video template already created with branded header and footer graphic
• Submit video sitemap to Google
• Video’s from Youtube have a good chance of co-ranking or out-ranking news video search rankings
Counterpoint: Example
See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Situation:
Mercy for Animals releases video showing undercover footage depicting cruelty to animals.
Farmers were outraged that it was an unfair representation.
Counterpoint: Example
See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Response:
Farmer Ray Lin fought back.
Started blog with stories and pictures about his farm …
Counterpoint: Example
See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Response:
Farmer Ray Lin fought back.
Started AgChat foundation to train farmers on how to use social media …
Counterpoint: Example
See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Response:
Farmer Ray Lin fought back.
Launched AgChat Facebook fan page …
Counterpoint: Example
See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Response:
Farmer Ray Lin fought back.
Launched AgChat Twitter profile …
Counterpoint: Example
See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Response:
Farmer Ray Lin fought back.
Launched AgChat YouTube channel …
Counterpoint: Example
See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Response:
Farmer Ray Lin fought back.
Launched AgChat Linkedin Group …
Counterpoint: Example
See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Response:
Farmer Ray Lin fought back.
Held first AgChat conference in August …
Counterpoint: Example
See “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Moral of the Story:
• Farmer Ray Lin has built a vibrant online community.
• Farmer Ray Lin is prepared.
• He’s now setting the ground rules.
• He has support when there’s a crisis.
Online Reputation Ground Rules
1. Internal Communication & Management
• There must be direct lines of communication with marketing, customer service and sales teams.
Online Reputation Ground Rules
2. Client Responds to Sensitive Comments
• Agencies can help spot sensitive comments right away and guide how best to respond
• Response is “voice” of client
• Should be sincere, transparent (as appropriate) and thoughtful
Online Reputation Ground Rules
3. If Issues Persist
• If negative comments continue, it’s probably larger than an isolated issue – requires internal investigation
• Don’t rely on agency/reputation management campaign
Online Reputation Ground Rules
4. Engage in Online Conversations
• Even though you can’t control what’s being said about you, doesn’t mean it can be ignored
• The conversation will happen online whether your company is paying attention or not
• Better to pay attention…and respond!
Closing Thoughts
1. Is the problem with “reputation” or “operations”?
• We used to promote “online reputation management” as a service but noticed that most prospects were mostly “problem clients” with questionable operations.
• We dropped “online reputation management” as a service offering.
Closing Thoughts
2. It’s Not Cleaning Up – It’s Branding
• Now we offer “online reputation management” via a holistic approach to a company’s online footprint
• E.g., Search, social media, video, etc.
• In other words, online reputation management is now part of the online marketing process.
Closing Thoughts
3. Company Must Be Onboard…
… Or You’ll Constantly Be Putting Out Fires that Can’t Be or Won’t Be Fixed.