Managing your Reputation via Search Engines and Social Media Negative comments can cost a business millions of dollars. What are you doing to insure your brand is protected from negative comments and reviews? Lewis will outline successful strategies and tactics to creating a strong positive brand presence and reputation in search engines and social media. From this presentation, you will be able to develop and implement an effective online reputation management (ORM) program. * Kent Lewis, President, Anvil Media, Inc.

1. Online Marketing Summit Seattle | June 14th, 2010 Online Brand Management: Managing Your Reputation via Search & Social @KentLewisPresident & FounderAnvil Media, Inc. 1

2. ORM Agenda Online Reputation Management SEM Public Relations Search Engine Optimization Social Media Tools 2

3. ORM(Reactive) 3

5. 750K clicks

6. $1M spend

8. ORM Fundamentals Plug the leak! Identify undesirable listings in search results Create & optimize competitive content Develop inbound links to boost rankings Leverage existing opportunities Utilize keyword-friendly domain names Create profiles/content on trustworthy domains Promote “friendly” content in target search results 6

9. SEM PR(Proactive) 7

11. Optimized site(s)

12. Social profiles

14. Blog(s)/media

17. Blogs, webinars & podcasts

19. Drive awareness & clicks

21. Request links

23. SEO Strategies Optimize branded corporate content on site Home, About, Contact, Legal, etc. Optimize PR content FAQs, backgrounders, etc. Syndicate high value content Releases, articles, blog posts, etc. Submit to business directories Engines, yellow pages, publications, etc. 15

25. Branded terms in tags

27. Links to specific content

29. Opportunity for focused content

31. Request inbound links

33. Filename, title, tags, sitemap

35. Review sites in organic

37. Review sites (CitySearch)

40. Create & manage Group

42. 1,500+ weekly interactions

44. Promote & grow Likes

46. Engage with Seattle Tweeps

48. Advanced ORM Ideas Address the issue directly (offline) Create & optimize multimedia assets Develop subdomain content Build free site/pages (Google Sites) Leverage pay-per-post blogs Create viral/linkbait content Leverage charitable donations/sponsorships Participate in indexable forums *Special thanks to Rand Fishkin, Andy Beal, Chris Bennett and JaanKanellis 29

49. GetSatisfaction – customer service app for Facebook Google Alerts – free, quick and easy monitoring Hootsuite – free, robust Twitter management KnowEm – reputation management service PitchEngine – social-powered PR platform SM2 – free, cumbersome monitoring Social Mention – free, robust but easy monitoring Radian6 – customizable but expensive monitoring Trackur – free, quick and easy monitoring Trst.me – PageRank for Twitter profiles Tweetdeck – free, robust Twitter management Twitalyzer – elaborate Twitter profile analysis 30 Monitoring Tools

51. 503.260.6700

52. @KentLewis

53. LinkedIn: KentLewis

54. www.anvilmediainc.com

55. Request a copy of our free social media white paper31 Q&A

56. 32 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit