search, pr & reputation management
DESCRIPTION
My presentation from SMX East 2010 on how to leverage search, PR and reputation management to manage ones brand online.TRANSCRIPT
In The Trenches With SMBs
Max Thomas, October 5, 2010
Search, PR & Reputation Management
Max Thomas – ThunderSEO.com
From the global villagein the age of communication
…
Things Don’t Always Go As Planned…
Online Reputation Types
We have so many negative reviews & listings – how do we get rid of them!
Online Reputation Types
Our business keeps getting picked on by the media and angry bloggers. It’s costing us millions!
Online Reputation Types
We do our best to serve our customers.
We do our best to be good business citizens.
We can’t make everyone happy.
We’re prepared for whatever happens.
Historical “Online Reputation Management”
Focus on SEO & Rankings:1. Identify “problem” sites that rank for target keywords
• Typically RipOffReport.com, ComplaintsBoard.com, negative Yelp reviews, angry blog posts, etc.
2. Increase rankings for “positive” and “neutral” sites for target keywords
3. Monitor and adjust ongoing based on rankings and new reviews
• Add new sites for person or business like ning.com, blogs, additional press releases, etc.
4. RipOffReport.com & Complaintsboard.com offer unique challenges
Negative
Positive
Neutral
Historical “Online Reputation Management”
Pros:• Easy to execute• Fast results
• Online PR’s – Typically work for about 8 weeks max• Effective if there are strong positive/neutral listings and weak negative listings• Effective for online brand management
Cons:• Doesn’t address issue• Short-term only• Doesn’t build community or support around brand• Transparent – people will see through efforts
Today: Proactive Online Conversations
Social Media (Facebook & Twitter) • Set-up Real-Time Searches for Brand/Product Names• Monitor Conversations• Respond to Positive & Negative Comments
Twitter makes it easy to monitor brand mentions
Today: Proactive Online Conversations
When Positive• Keep Conversation Public…that’s easy!
Positive feedback and positive response
Today: 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
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.
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 • Submit to primary free PR sites (which then
get picked up by other sites)• 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.
Agency – Client Ground Rules
1. Internal Communication & Management• In working with clients, there must be direct lines of communication with customer service and sales teams.
Agency – Client 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
Agency – Client Ground Rules
3. If Issues Persist• If negative comments continue, it’s probably an internal problem• Don’t rely on agency/reputation management campaign
Some brands have consistently negative feedback and fail to respond
Agency – Client Ground Rules
4. Client/Brand Must Engage in Online Conversations• Even though client can’t control what’s being said about them, doesn’t mean it can be ignored• The conversation will happen online whether the company is paying attention or not• Better to pay attention…and respond!
Agency – Tips
1. Be Careful What You Wish For• 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
Agency – Tips
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
Agency – Tips
3. Client Must Be Onboard…
… Or You’ll Constantly Be Putting Out Fires that Client Can’t/Won’t Fix.
