Like SEO It s Still About the Brand

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1 Reputation Management Like SEO It s Still About the Brand What is Reputation Management 3 Rules of Reputation Management 3 Reality Checks of Reputation Management 3 Tips for Reputation Management 2012 SEO Training SW All rights reserved SEO Training SW All rights reserved. 1

2 3 Types of Reputation Management Reputation Insurance Reputation Management Crisis Management 2012 SEO Training SW All rights reserved Click Type to #1: edit Master Reputation title style Insurance 1. PREVENT! 2. Reputation Insurance is the process of executing a purposeful and intended reflection of something or someone to the internet. 3. Achieve this by influencing and shaping the organic or natural search, paid advertising, and social communication properties online so that what is reflected on the internet is the desired image and message, consistent with your brand and identity Search Engine Academy All rights reserved SEO Training SW All rights reserved. 2

3 Click Type to #2: edit Reputation Master title style Management 1. ENGAGE! 2. Reputation Management is watching and manipulating what the Internet says about an individual or a company s products & services. It is the active engagement between a company or individual with others. This includes clients, potential clients, employees, friends, family, etc Search Engine Academy All rights reserved Type #3: Crisis Management 1. ALL HANDS ON DECK! 2. Crisis Management is the necessary response in reaction to a negative and harmful event that appears on the Internet. This requires an immediate, skillful, and well thought out set of actions deployed over the Internet in order to manage the information crisis at hand SEO Training SW All rights reserved SEO Training SW All rights reserved. 3

4 Click 3 Rules to edit of Master Reputation title style Management Don t be a jerk Be authentic Focus on building a brand 2011 Search Engine Academy All rights reserved Click Rule to #1: edit Don t Master be title a style jerk The social networking world is a mere reflection or a shadow of what happens in the real word. It is an outlet for communication and transparency that slices both ways. Social Media can help you establish and support your life and/or business objectives, or it can harm you personally or professionally in a second Search Engine Academy All rights reserved SEO Training SW All rights reserved. 4

5 Click Rule to #2: edit Be Master Authentic title style 1. Don t post fake reviews or comments. 2. Don t create fake news sites. 3. Don t create fake reviews sites!!! $500,000 fine 2011 Search Engine Academy All rights reserved Click Rule to #3: edit Focus Master on title Relationships style The only two things that will last and the best way to develop a rock P iti solid positive and authentic reputation on & off line: Positive Relationships VIRAL Positive relationships and experience are viral. Experience 2011 Search Engine Academy All rights reserved SEO Training SW All rights reserved. 5

6 Click 3 Reality to edit Checks Master title of Reputation style Management Ranking Power Unsubstantiated Claims Most Reputation Teams 2011 Search Engine Academy All rights reserved Click Reality to edit Check Master #1: title Rankings style Page on a scam site can rank for your phrases or brand because of site scale. 1. PissedConsumer.com 500, pages 2. RipoffReport.com 1,100,000 pages 3. Scam.com 3,400,000 pages 4. Scambook.comcom 8,100, pages Notes.com 1,900,000 pages 6. Yelp.com 11,600,000 pages 2011 Search Engine Academy All rights reserved SEO Training SW All rights reserved. 6

7 Click Reality to edit Check Master #2: title Claims style 1. Scam sites allow unsubstantiated complaints. 2. Competitors and disgruntled employees can post anything they want. 3. No proof of claim required. 4. No personal identification confirmation required. 5. Legal process can take two years to get court order to remove false claims Search Engine Academy All rights reserved Click Reality to edit Check Master #3: title Teams style Most Reputation Teams include: Project Manager Designer 1 Senior Content Specialist 2 to 5 Content Generalists 2 to 4 Content Marketing Specialists 1 Social Media Specialist 1 or 2 Social Media Generalists SERP Domination takes 2 to 6 months $200,000 - $400,000 a year Don t panic! There are other methods Search Engine Academy All rights reserved SEO Training SW All rights reserved. 7

8 Click 3 Tips to edit for Master Rep Management title style Research Specific Space Build & Strengthen Sites & Profiles Create and Syndicate Videos 2011 Search Engine Academy All rights reserved Click Tip #1: to edit Research Master title style Search for specific keyword and gather the to 30 results and place them on an excel spreadsheet; this provides a baseline. Identify and categorize by: Negative listings red Profiles to boost & current profiles in place that can be boosted green Profiles to create - blue 2011 Search Engine Academy All rights reserved SEO Training SW All rights reserved. 8

9 Click Tip #2: to edit Build Master & Strengthen title style Local vs. National For Local, use com/ Determine what is missing from - search engines - local directoriescompetitor citations - social media profiles - review (reputation management) - keyword ranking. For National, use visit Gather profiles data and submit via one of the packages (business is recommended for most) - submit profiles, build them and track results Search Engine Academy All rights reserved Click Tip #3: to edit Videos Master title style 1. Using photos or current video, slide over information and create 30 second clips (5) using 2. Load images - software creates videos for you - light version is free and allows to create enough videos for 1 project. 3. Criteria is 5 videos per project to start; if needed you can add more videos in sets of Upload and syndicate to these 8 sites: Facebook tumbler photobucket flickr MySpace Picasa twitter YouTube Search Engine Academy All rights reserved SEO Training SW All rights reserved. 9

10 Click More to on edit Videos Master title style 1. Use to syndicate and broadcast all videos. 2. Submit 5 times - 1 fiverr.com project for each video. 3. Provide fiverr.com vendor with description AS WELL AS the targeting URL for the primary video. 4. Same url will be added to all videos (primary video in YouTube) with a unique description in each. 5. YouTube.com will not allow to upload video url on creation - must be done after creating by "edit video." 6. End of process - will have 5 videos with 1 url in all descriptions - 4 videos on YouTube pointing to 1 video and 150 from fiverr.com pointing to the 1 video Search Engine Academy All rights reserved Click The Bottom to edit Master Linetitle style 1. Reputation Management is much like SEO, but much harder. 2. Negative results cannot be erased, only prevented and/or moved out of sight. 3. It will take time, effort and dedication. 4. Prevention, Authenticity and Relationships are vital for sustainable reputation management Search Engine Academy All rights reserved SEO Training SW All rights reserved. 10

11 Click Full Course to edit Master Overview title style 1. How to be Proactive in Reputation Management 2. How to Prepare for the Unexpected 3. How to Do it Like the Like Big Brands 4. Sustainable Reputation Management Strategies 5. BONUS: Black Hat Reputation Management For instructional purposes only! 2011 Search Engine Academy All rights reserved Meetup Group Promotion Space is limited to only 15 students. You will want to reserve your spot NOW: Online Reputation Management Intensive January 25, :00 PM to 5:00 PM Morristown, Arizona Reputation Management WORKSHOP ONLY: $ Save $25 and have a Free Lunch Register for both the PR in a Jar Workshop held in the morning and the Reputation Management Workshop and SAVE $! Both for only $ SEO Training SW All rights reserved SEO Training SW All rights reserved. 11

12 Thank you for your attention! 2012 SEO Training SW All rights reserved. 12