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No Bad Reviews: ORM 101 Lunch & Learn

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Presentation deck from the Lunch & Learn presentation No Bad Reviews: Online Reputation 101 on 5/13/2015

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No Bad Reviews: ORM 101 Lunch & Learn

  1. 1. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. No Bad Reviews: Online Reputation 101 Preserving, Protecting and Repairing Your Brand Online Alex Gabriel Organic Search Specialist alexg@anvilmedia.com @agabrieluo
  2. 2. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Negative Reviews?
  3. 3. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. When Someone Googles Your Business, What Will They Find?
  4. 4. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Google Page 1: Your New Business Card
  5. 5. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
  6. 6. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
  7. 7. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. What is Online Reputation Management?
  8. 8. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
  9. 9. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. 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.
  10. 10. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. 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.
  11. 11. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Auditing & Monitoring Your Online Brand
  12. 12. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. 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?
  13. 13. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. 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?
  14. 14. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Three Prongs of Online Reputation SOCIALSEO PR ONLINE REPUTATION MANAGEMENT
  15. 15. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. ORM: Social Media
  16. 16. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
  17. 17. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
  18. 18. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. How To Respond To Negative Reviews
  19. 19. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
  20. 20. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. What Not To Do —Deleting Negative Comments —Ignoring or Responding Slowly —Astroturfing —Attacking or Responding Defensively
  21. 21. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Avoid a Reputation Disaster
  22. 22. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. 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
  23. 23. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Responding on Yelp —Respond Publicly First —Send a Private Message —Do Not Solicit Reviews
  24. 24. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. ORM: Search Engine Optimization
  25. 25. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Your New Business Card —Brand Website —Social Media —Blogs —Directory Listings
  26. 26. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. 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. 26 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
  27. 27. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. 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.
  28. 28. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Google My Business — Make sure the right info appears when people search for you on Google Search, Maps and Google+
  29. 29. 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.
  30. 30. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. 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.
  31. 31. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. 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.
  32. 32. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. ORM: Public Relations
  33. 33. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. 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.
  34. 34. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. 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.
  35. 35. 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.
  36. 36. 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
  37. 37. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Thank you! anvilmedia.com Alex Gabriel Organic Search Specialist alexg@anvilmedia.com @agabrieluo

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