The Why and How of Proactive Reputation Management - As presented at FAC in Orlando in 2013.

1. Pro-Active Reputation Management

3. What is Online Reputation Management?
MONITOR | CONTENT CREATION | CONTENT PROMOTION | REPORTING

4. Why Do We Need ORM?

5. A Personal Online Reputation
Management (ORM) Problem
Meet Carl Oliveri. CPA, MBA, Husband, and accused cheater on…
According to Google Search Results “This
Winner has been with his wife for many
years. And has cheated on her for about
as long”
Is it true? Who knows, but it ranks #5 in Google for his name.

6. A Business ORM Problem
6 of the Top 10
results for a
search of LAX
Airport are
currently about
a negative
event

7. When Something Happens – People Google

8. Why Proactive?
Because an ounce of
prevention is worth a
pound of cure.
- Benjamin Franklin,
ORM Pioneer

9. First Things First:
Check If You Have any Problems
9

10. Check The Search Engine Results For Your
Airport, Products, and Brands
Pro Tip: Use this URL string in a private browser window to retrieve Google search
results that are neither personalized nor location specific:
http://www.google.co.uk/search?q=keywords+go+here&gl=us

11. Check Your Autocomplete Values
You can view the top 10 results for a phrase
in Google Autocomplete using an
undocumented Google API.
Use UberSuggest.org & gofishdigital.com/blog/autocomplete
to review your Autocomplete values.

12. Check The Complaint
& Review Sites
See gofishdigital.com/blog/complaint-search
for a tool that searches over 40 complaint
sites.

13. Next: Claim Your Property

14. Register Social Media Profiles
Facebook, Twitter, Google+, LinkedIn, Quora, Flickr, YouTube, everything
else…
KnowEm.com will register your name on 300 social media
sites for $600 (smaller plans available).

15. Social Profiles Help Get Your Message Out

16. Structure Your Website Properly
Help Google and other search engines identify
which social profiles are yours.
Anchor text to social profiles on your website
should be:
[Brand Name] on [Social Network] (e.g. “LAX on
Twitter”)

17. Buy Domains
Buy YourName.com or something close. Snatch up
other TLDs like .com, .net, .me, etc
Consider buying 10 or so modified versions of your
domain, for example:
AirportCrash.com (so nobody else does)
AirportReviews.com
This slide sponsored by:
AirportNews.com, etc.
AirportFoundation.com
AirportBlog.com
AirportJobs.com, etc….

18. Then What: Everything Else

19. Leverage Schema.org Markup
• Add star ratings to Google Search Results

20. Stockpile Positive Reviews
Do’s
Don’ts
Ask for Reviews – It’s like asking a Incentivize or reward reviewers
customer to “tell a friend about
us”
Go crazy setting up fake accounts
to create fake reviews
Thank and engage everyone who
leaves a review
Argue publicly with any negative
reviewers
On Yelp, friend/like/follow
positive reviewers

21. Listen for Mentions on Social Media
Today’s Twitter complaint can become tomorrow’s
ComplaintsBoard.com rant. Catch both negative
and positive mentions in real-time.
There are plenty of free and paid social media monitoring
tools. Our recommendations – Free: Trackur, Paid: UberVu

22. CONTENT PROMOTION
SEARCH ENGINE OPTIMIZATION TECHNIQUES
BACKLINKS
REFRESH WEBSITE
CONTENT
CLICK THROUGH
RATE

23. Questions?
Dan Hinckley
@dhinckley on the Twitter
Dan.Hinckley@GoFishDigital.com
Slide Deck Available at:
GoFishDigital.com/florida-airports/

24. Thank You