mirror mirror on the web... (caroline skipsey, igniyte)

SEMPL

| 29th November 2013 |

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Background to Igniyte

The team at Igniyte are based in London and Leeds and have been working with large brands and companies since the late 1990’s across a number of different digital disciplines.

Our clients are mixed, sharing one common issue;

High Profile Individuals

Luxury & Global Brands

PLC’s

Retailers

Service Providers

45% of our client base is based outside the UK.

Online Reputation Management is our specialism since 2009.

We discreetly promote digital assets and content without fuss or noise.

BravoFly Rumbo Group

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Credentials - Press

Igniyte has been featured in the UK National Press and Media over the last few months:

The Guardian - Online Reputation Management - Tim Dowling

The Daily Telegraph - Reputation the only Asset Worth Protecting - Claire Donnelly

Channel 4 - Online Identity

The Times - Igniyte Research Quoted

And on blogs and trade publications such as:

Socialnomics.net - Reputation Increasingly Important for Busines and Individuals

Business Matter Magazine – Why Reputation Management is Essential

Hospitality, Sales and Marketing Association International - How to Deal with Negative Reviews.

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Reputation Management

Deloittes & Forbes Insights Survey, Sep 2013

SEMPL

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Deloittes & Forbes Insights - Strategic Risk Survey

300 board members interviewed say their view of strategic risk is changing..

53% of companies interviewed believe technology enablers and disrupters such as social, mobile, and big data could threaten their established business models.

63% say that confidentiality concerns are the top risk of using social media networks and other digital tactics to achieve the organization’s strategic goals.

“As a consequence of social media, reputations built up over decades can be challenged in an instant. Customers are able to make decisions on an organization based on social media comment, potentially well before your ability to be able to defend or articulate a response.” Jennifer Evans, ANZ Bank

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Deloittes & Forbes Insights - Strategic Risk Survey

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

The Current Google Algorithm

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Search Algorithms

Google, Bing and Yahoo all have complex algorithms. These algorithms go through constant changes and today are more complex showing different results throughout the day.

The current algorithm encourages the SERPS to reflect:

URL’s associated with the search name.

E.g. www.coca-cola.com appears 1st in search for “coca cola”

Social Profiles, Blogs and commentary.

Press

Trade Publications

Review sites – e.g. Trip Advisor

Government and Advisory Bodies – content.

Video/Imagery on Google’s own platforms.

ALWAYS create content that complies with the above content types.

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

What ranks where…

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

What ranks where…

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Intensity of ORM activity

Client Name

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Why Page 1 Results are so Important..

The below diagram explains the % of clicks achieved on page 1 of Google:

Case Study – Client X

• Unique visitors to their site down by 10.1% due to newspaper article featuring on page 1 of Google search results.

• eCommerce website – sales down by 2.4% during negative stories appearing.

• Customer Services Division answered 36% more calls.

• Share Price fell by £0.54p

(Statistics provided by Chitika research June 2013)

Google Page 1 Position % Clicks

1 32.5%

2 17.6%

3 11.4%

4 8.1%

5 6.1%

6 4.4%

7 3.5%

8 3.1%

9 2.6%

10 2.4%Page 1 Traffic accounts for 91.7%

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Definition of Online Reputation Management

According to Wikipedia…

Typically Online Reputation Management companies, working collaboratively with their clients, offer services such as:

• Creation of online profiles.• Manage Reviews Online.• Brand mentioning.• Monitoring and Insight.• Responding to complaints.• Advice pertaining to rectifying problems with goods and services, as well as making

these improvements known online.

• Igniyte do the above..plus:• Work with journalists directly to replace negative PR with positive News

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Issues facing companies and brands…

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Top 5 Online Reputation Issues

Poorly optimised brand/company assets

Negative Press

Online Reviews

Defamatory Content

Privacy Issues

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Optimise Your Own Assets

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Optimise Your Own Assets

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

The Rise of Google+

“Anyone can post anything about anybody” Caroline Skipsey…

The Power of Google+

Author ranking

Real People / Real Comments

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

The Power of Press

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Case Study – A holiday company facing negative reviews

Multinational Tour Operator with three negative reviews all on the first page of Google. The work included:

Contacting Google and specific review websites and have content removed when the comments made were defamatory or incorrect. (1 post removed)

Optimise and create new digital assets (social profiles, blog and website) that now rank on Page 1 and 2 of Google.

Worked with the company to actively seek positive reviews. This was done via an automated email sent to happy customers and inviting them to post reviews on specific review websites – thus replacing negative comments with more recent positive reviews.

After the initial six months, Clicks through to their own digital assets increased by 25% and online sales increased by 4.5%.

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

ROI?

Example ROI calculation for a travel company facing negative results:

• Recent research shows that 20% of visitors are put off by negative results.

• 20% of the monthly search traffic was 23,760.

• If just 1% of that traffic booked flights at £500 – this would equate to additional sales of £118,800 per month on this one search term alone.

• £1.43m per year.

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Example Review Websites

The below all have a high domain authority…

Trip Advisor

Trust Pilot

Fodors

Money Saving Expert

Trust Pilot

SiteJabber

Rip Off Report

Review Centre

Scam Adviser

Complaints Board

All the above sites rank well in Google as they have high domain authority and could cause further reductions in sales and brand perception for the company.

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Case Study – eCommerce

A current client of ours had 3 negative links on the first page of Google for their company name. The clients entire business is online as they run a specialised eCommerce shop. Their sales were in decline due to false posts that they were a scam company. Igniyte achieved the following in three months and to date have delivered the below results:-

Removed two of the negative links from page 1.

Created a company profile on Facebook.

Optimised their current website to gain site links.

Shifted down the negative content to pages 2 & 3.

Work with journalists directly to produce positive content.

70% of page 1 results belong to the client.

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Maintaining Privacy Online – aka How to Hide

Maintaining online privacy is harder than you think. Follow Igniyte’s guide to removing all traces of yourself:-

Set your privacy settings on social profile sites carefully.

Don’t “share”.

Beware of t&c’s when entering your details.

Websites offer content out through API’s e.g. Linkedin.

Don’t:

Go on TV/Radio.

Be interviewed by journalists

Have an unusual name.

Be a Director of a company.

DO anything interesting.

Comment on anything.

DO end all relationships (business and personal) pleasantly…

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Reputation Management Projects

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

How it works

Content Evaluation, Optimisation and Build (Months 1-3)

Intensive content Push, building assets where required

Purchase strong URL’s for positioning at the top of page 1.

Optimise and Link Build current content and associated digital assets.

Deliver a content & PR plan for syndication of positive news stories and articles.

Advise on optimisation of current digital content.

Establish a proactive plan/strategy for the gaining of real positive reviews.

Increase the frequency of content posted with anchor text and key words “a client”

AIM:- to lose the negative content from above the page fold and continue with removing items further from page 1.

Client Name

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

How it works

Content Push (Months 4-6)

Ensure that press articles and PR is syndicated across

the web and that the key words are included in any

articles published.

Further utilise content across the digital assets.

Link build existing content.

Create further digital profiles

Work across the content plans to create optimised articles for

syndication across the social profiles, press and trade publications.

Increase authority of newly built assets and promote to page 1 of

Google.

Continue to work with the client on the proactive gaining of positive

real reviews that rank.

AIM:- Maintain new url’s on page 1, promote social profiles to page 1 and to increase online PR exposure by creating articles and news stories to be picked up by press and trade publications.

Client Name

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

How it works

ORM Maintenance (Month 6+)

Keep Page 1 clean and work on any negative comments on Page 2-3.

Continue to ensure that positive PR is optimised to rank on page 1

Maintain social media profiles

Contact Google Removal services for any defamatory comments in order to hopefully delete the offending content.

Monitor the brand terms for negative content coming up through the rankings

Ensure that the positive reviews are ranking and that the company has a good policy for responding to negative reviews.

Keep the company updated on any changes to the current Google Algorithm.

AIM:- To Maintain a clear page 1 in the main Google search terms.

Client Name

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Summary

Monitor your own and your clients brand and company name terms.

Optimise your current digital assets – Do they rank for your brand or corporate name?

Track content and PR and ensure it’s optimised for brand terms

Do approach sites directly if content is defamatory.

Be proactive about: PR, Review Management, creating social noise, creating digital assets.

Do Google Yourself...regularly…

Client Name

For further information, please contact; Caroline Skipsey | 0203 542 8682 | 07875 883000 | caroline@igniyte.co.uk

UK: 0800 080 7997 International: +44 0203 542 8682 www.igniyte.co.uk

Useful Links & References

• https://support.google.com/webmasters/answer/1663688?hl=en

• http://ubersuggest.org/

• http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/us_grc_exploring_strategic_risk_093013.pdf

• http://www.youtube.com/watch?v=7Y74Op_k6UY

• http://www.google.com (for everything else)