online reputation management for brands and affiliates - sigma, malta 2014
DESCRIPTION
A site's poor online reputation can be commercially devastating if not handled properly. Yet, a successful online reputation management campaign can be an easy win compared to the effort it takes to run a successful SEO campaign. In this session, the audience will learn about what factors make up a site's online reputation, how to identify existing and potential issues and what steps can be taken to present yourself to your potential customers in the best light.TRANSCRIPT
@irishwonder SiGMA, 2014
Online Reputation Management
for Brands and Affiliates
@irishwonder SiGMA, 2014@irishwonder
What ranks for the brand name/ brand + review / other related searches
What ranks for key business people’s names What Google suggests for brand related
searches What unrelated keywords the site ranks for
Usually, all but #1 are ignored by site owners
What Online Reputation Consists of
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Any publicity is good publicity? – maybe not for conversions
Importance of Online Reputation
(According to a survey by Dimensional Research)
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Review sites News stories Images Forum discussions Social media mentions Affiliate sites, fans/haters sites, competitors
sites
What Contributes to Online Reputation
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Brand Name SERPs
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Brand Name SERPs – Brand Hijack
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Vodafone: Don’t Piss Off Online Marketers
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Yodel: Poor Experience, Poor Reputation (Management)
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Charles De Gaulle Airport- Poor Ratings
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Brand Name SERPs – Poor Ratings
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If there are issues in reality you can only twist your story so much
Companies with poor reputation management skills are often the ones with poor overall customer experience
Takeaway Point?
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Affiliates: Why You Should Care Too
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Search box
Bottom of SERPs
Google Suggest
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Pokerstars: Clean Brand Name SERPs…
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Pokerstars: … but affiliate programme issues are visible
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Negative Mentions Ranking for a Suggested Negative Query
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Search Volume Amount of Existing Content
What Influences Suggestions?
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Example of a Successful Suggestions Manipulation Campaign
A software product had suggestions like brand + scam/virus/malware showing up due to competitors blackmailing it. By increasing the search volume and amount of content for other, more desirable positive queries, we managed to get rid of such suggestions.
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Ripoff Report
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Ripoff Report: Digital Extortion
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Ripoff Report: Digital Extortion
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The Wrong Way To Handle It
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The Wrong Way To Handle It
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The Wrong Way To Handle It
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Ranking for Unrelated Keywords – Sending the Wrong Message
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I posted about it here: http://www.irishwonder.syndk8.co.uk/2013/11/08/buy-viagra-serps-of-no-priority-to-google/
Case Study: Academic Site Ranking for Pharma
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Case Study: Academic Site Ranking for Pharma
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Case Study: Academic Site Ranking for Pharma
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Be responsive to avoid reputation issues and solve them early
Online Reputation and Social Media
Name.com have accidentally sent promo emails to their customers – after complaints on Twitter they posted this video of their employee responsible for the screw up eating those emails as punishment(Full story: http://www.irishwonder.com/blog/2014/03/20/case-study-brands-winning-social-media/)
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McDonald’s asks customers to talk about their experience, promotes a hashtag
Result:
Social Media Campaigns Backfiring
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HMV fired employee vents on official Twitter account
Social Media Fails
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Social Media Fails: F-bombs
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Social Media Fails: F-bombs
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There is always good content and bad content about a brand
Make sure people are aware of your good content and it is well visible
Don’t think you can just “negative SEO” your bad content
How to Manage Online Reputation?
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Yes, Online Reputation Management is one area where negative SEO makes sense commercially
No, negative SEO is NOT about buying a bunch of shitty links on Fiverr to your negative content
A Few Words about Negative SEO
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Telling Your Story
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Questions? Feel free to get in touch!
• [email protected]• Twitter: @irishwonder• Slideshare:
http://www.slideshare.net/irishwonder/• LinkedIn: linkedin.com/in/irishwonder• Blogs:
http://www.irishwonder.com/blog/ - general SEOhttp://www.irishwonder.syndk8.co.uk/ - darker areas