This presentation was given at the SolarWorld Installer Summit 2015 in Portland by Kent Lewis, Anvil Media President. The topic is managing your reputation online with customer reviews.

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No Bad Reviews: Online Reputation 101
Preserving, Protecting and Repairing Your Brand Online
#SWIS15
Kent Lewis
President & Founder
@AnvilMedia
@KentjLewis

2. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
Agenda
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I. Introduction
II. Auditing and Monitoring Your Brand
III. Developing an ORM Plan
IV. Social Media & ORM
V. Responding to Reviews
VI. Search Engine Optimization & ORM
VII.Public Relations & ORM
VIII.Examples & Recap

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Your Brand Online
What defines a brand?
 Experience/interaction
 Perception/stories
 Marketing/relationship

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Negative Reviews?

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When Someone Googles Your Business,
What Will They Find?

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Google Page 1: Your New Business Card

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What is Online Reputation
Management?

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Fast Facts
—81% of consumers research brands online, and on
Google specifically, before making a purchase.
—80% of consumers are persuaded by online reviews
about brands, services, products etc.
—On average, 71% of searches on Google result in a
click on Page 1, whereas page 2 only gets about 5% of
the clicks.

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What Does This Mean?
—Customers are looking for you on Google, reading
about you on Yelp and Facebook, and making
decisions based on what they find.
—Customers do not look past the first page of Google.
—It is critical to own every listing for your branded
search.
—Negative results are invisible on Page 2.

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Auditing & Monitoring Your Online Brand

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Auditing Your Brand
—Search every relevant keyword related to your brand
or company.
—Any negative sentiment? Reviews, articles, photos
etc.?
—Learn more about the sites that rank and why?

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Identifying ORM Issues
Modifiers
Service: reviews, ratings, complaints
Legal: litigation, lawsuit, sue
Management: executives, individuals
Negatives: suck, hate, lame
Situational: spill, union dispute, crash
YourCompanySucks.com
Purchase & protect
Bonus: host a moderated forum & engage

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Monitoring Your Brand
—Use Google Alerts and social tools to monitor
brand mentions.
—Respond to comments/articles promptly.
—Where are people talking about you the most?
The least?

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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 result

17. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
Developing an ORM Plan
Factors
Scope of issue (potential liability)
Timeline or sensitivity
Available internal resources
Budget (what does this problem cost if not resolved?)
Personal vs. professional social presence
Employee involvement
Resources
Copywriter
PR professional
Social media monitor (customer service representative)
Monitoring software/service

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Effective ORM Strategies
Optimize branded corporate content on site
Home, About, Contact, Legal, etc.
Create & Optimize PR content (News Room)
FAQs, attractions, events, etc.
Syndicate high value content
Releases, articles, blog posts, etc.
Engage in conversations
Discussion lists, forums, blog comments
Develop strategic inbound links
Events, organizations, non-profits, industry websites
Integrate metrics & measurement
URLs, tracking strings, unique 800#, promo codes

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Three Prongs of Online Reputation
SOCIALSEO
PR
ONLINE
REPUTATION
MANAGEMENT

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ORM: Social Media

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Claim & Optimize Social Profiles

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How To Respond To Negative Reviews

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What Not To Do
—Deleting Negative Comments
—Ignoring or Responding Slowly
—Attacking or Responding Defensively
—Astroturfing

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Avoid a Reputation Disaster

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What To Do Instead
—Respond With Positivity and Understanding
—Use Negative Comments as Opportunity to
Highlight Strengths
—Ask Loyal, Regular Customers to Write Review
—Remember the Customer is Always Right

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Responding on Yelp
—Respond Publicly First
—Send a Private Message
—Do Not Solicit Reviews

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ORM: Search Engine Optimization

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Your New Business Card
—Brand Website
—Social Media
—Blogs
—Directory Listings

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Social Media & SEO
— All social channels should
have the same branding,
same URLs etc. to maximize
search visibility
— It is important to consistently
share content in order to
build social authority and
improve ranking.
— Ideally, Facebook, Twitter,
Pinterest and/or LinkedIn
should rank just below brand
site.
Social Profiles Posting Cadence
Daily
1-2 posts per day (retweets,
responses, outreach, etc.)
Create and populate boards as
content becomes available
1 photo a day, 1 video a week
1-2 times a month, increasing to 2-
3 a month when content is
available

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Social Media Editorial Calendar
— An editorial calendar helps
plan and visualize the
editorial strategy for the
forthcoming months.
— By planning topics and
content formats, you can
easily scale and plan content
creation efforts.
— Use a shared calendar or an
Excel spreadsheet to map out
ongoing content development
efforts.

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Google My Business
— Make sure the right info appears when people search for you on
Google Search, Maps and Google+

34. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
Blogging
— In addition to a blog hosted on your site
subdirectory, develop microblogs on
other platforms.
— Share all blog posts on all social channels.
— Use social bookmarking services like
StumbleUpon to expand reach.

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Local Directories and Review Sites
— Take ownership of all local directories
that rank prominently for your brand
— Local search and discovery services
— Yelp
— Foursquare
— TripAdvisor
— Other local directories
— Google, Bing, Yahoo
— YellowPages
— CitySearch
— BBB Etc.

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NAP
— Make sure all directories feature the
same Name, Address and Phone
number, AKA your NAP
— Should match NAP on your website
and social media
— Crucial to Local SEO and ensuring
Google trusts your site to rank
prominently.

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ORM: Public Relations

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Newsworthy? Press Release It.
— Sponsored a local charity/event?
— Reached a notable milestone or formed a
new partnership?
— If it’s newsworthy and interesting, an
outlet will pick it up, potentially ranking
highly in search for your brand.

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Become a Go-To Source
— Reach out to local reporters covering
beats related to your area of business.
— Get quoted in articles and earn backlinks
back to your website.
— News sites are high-authority with
tremendous ranking power.

40. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
Help a Reporter Out
— Pitch reporters to be a source for
their article.
— National and local news
publications.
— Sent to your email three times a
day, based on vertical.

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Advanced ORM Strategies
Address the issue directly (offline)
Create & optimize multimedia assets
Develop subdomain content
Purchase branded & related issue terms
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 Jaan Kanellis

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ORM Examples

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Example: SolarCity
Corporate ORM
 Branded PPC
 Optimized site(s)
 Social profiles
 Directory listings

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Industry Sites
Solar Oregon & Angie’s List
 Become a member
 Claim & manage profile
 Manage & market reviews

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Review Site: Yelp
Yelp!
 Profile history available
 Flag (justify) reviews
 Encourage Elite reviews

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Example: Managing Reviews
Above the Average: mitigate negative with positive
Soliciting Positive Reviews
Identify happy customers & encourage them to review
Provide links in email or on paper
Back-end incentivize once they have reviewed

47. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
Example: Suggested Search
Suggested Search
 Search volumes
 Citations/mentions
 Links to relevant content

48. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
Example: Suggested Search
Suggested Search
 Influence ratings stars
 Create & optimize content
 Syndicate & build links

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Examples: Local Search Results
Local SEO
 Need to be in top 3
 Google+ reviews help
 Follow best practices

50. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
Monitor > Measure > Evolve
Measuring ORM Efforts
 Quantity of reviews
 Quality/sentiment
 Resulting traffic/leads

51. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
Key Takeaways
– Audit and monitor
– Stay active on social media
– Kill negative reviews with kindness
– Earn media coverage for newsworthy events
– Own the first page of your Google search results

52. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
ORM Resources (#SWIS15)
– Ten Tips For Optimizing Your Online Persona
– Five Steps to Generate Search Engine Visibility, Authority and
Quality Links via Public Relations
– 7 Steps to Leverage Social Media to Increase Search Engine
Visibility
– How to be a Rock Star on 8 Social Media Platforms
– How to Become a Social Media Guru in 3 Easy Steps
– Online Reputation Management: Seven Strategies to Build
Your Brand
– YourCompany.Sucks: Brilliant Strategy or Brand Suicide?

53. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
Kent Lewis
President & Founder
@AnvilMedia
@KentjLewis
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