Perfomance insights Marketing: Europe Sergio Simarro from KPMG-ADN and Fernando Angulo from SEMrush shared the Stage in Berlin in June 2015.

2. online reputation at #PMIEUR with @Fernandosemrush
Head of International Partnerships, SEMrush
Fernando Angulo
Sergio Simarro
T: @fernandosemrush
W: semrush.com
Head of Search, Conversion, Analytics and
Reputation, KPMG-ADN
T: @akemola
W: sergiosimarro.com

3. Online Reputation Management
ORM includes all actions used to
influence the perception people
have about your brand
online reputation at #PMIEUR with @Fernandosemrush

4. The perception of a brand has very
little to do with the company logo
online reputation at #PMIEUR with @Fernandosemrush

5. The perception of a brand has very
little to do with the company slogan
online reputation at #PMIEUR with

6. Does perception matter?
online reputation at #PMIEUR with @Fernandosemrush

7. Do people like to tell everyone about
their experiences with brands?
online reputation at #PMIEUR with @Fernandosemrush

9. Let’s put our theory to practice!
online reputation at #PMIEUR with @Fernandosemrush

10. Do you know this brand?

11. Can you associate with this?
JOSHIE
online reputation at #PMIEUR with @Fernandosemrush

12. After I tell the story that Scott Stratten
told in PubCon Las Vegas, your
perception of a brand will not be the
same again.
online reputation at #PMIEUR with @Fernandosemrush

13. A boy forgot his toy at the Ritz-Carlton
after a vacation and his parents called
the hotel’s lost and found department
and here is what they got...
online reputation at #PMIEUR with @Fernandosemrush

14. online reputation at #PMIEUR with @Fernandosemrush

15. Joshie taking the sun…

16. Joshie making new friends…
online reputation at #PMIEUR with @Fernandosemrush

17. Joshie working for the hotel…
online reputation at #PMIEUR with @Fernandosemrush

18. Joshie having a massage…
online reputation at #PMIEUR with @Fernandosemrush

19. Joshie driving to the beach…
online reputation at #PMIEUR with @Fernandosemrush

20. What was the reaction of the father?
online reputation at #PMIEUR with @Fernandosemrush

21. online reputation at #PMIEUR with @Fernandosemrush

22. "People are not looking for what
brands say about themselves, they
seek what others say about brands"
online reputation at #PMIEUR with

24. Hundreds of places to leave opinions

25. What should brands do?
online reputation at #PMIEUR with @Fernandosemrush

26. 5 SEMrush reputation strategies
for managing online reputation
1. Do not hide
online reputation at #PMIEUR with @Fernandosemrush

27. Do not hide
online reputation at #PMIEUR with @Fernandosemrush

28. Do not hide
online reputation at #PMIEUR with @Fernandosemrush

29. Do not hide
online reputation at #PMIEUR with @Fernandosemrush

30. Do not hide
online reputation at #PMIEUR with @Fernandosemrush

31. Do not hide
online reputation at #PMIEUR with @Fernandosemrush

32. 5 SEMrush reputation strategies
for managing online reputation
1. Do not hide
2. Listen and react
online reputation at #PMIEUR with @Fernandosemrush

33. Listen and React
online reputation at #PMIEUR with @Fernandosemrush

34. Listen and React
online reputation at #PMIEUR with @Fernandosemrush

35. Listen and React
online reputation at #PMIEUR with @Fernandosemrush

36. Listen and React
online reputation at #PMIEUR with @Fernandosemrush

37. 5 SEMrush reputation strategies
for managing online reputation
1. Do not hide
2. Listen and React
3. Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush

38. Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush

39. Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush

40. Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush

41. Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush

42. 5 SEMrush reputation strategies
for managing online reputation
1. Do not hide
2. Listen and react
3. Activate Influencers
4. Measure
online reputation at #PMIEUR with @Fernandosemrush

43. Measure
online reputation at #PMIEUR with @Fernandosemrush

44. Measure
online reputation at #PMIEUR with @Fernandosemrush

45. Measure and compare
online reputation at #PMIEUR with @Fernandosemrush

46. Measure
online reputation at #PMIEUR with @Fernandosemrush

47. 5 SEMrush reputation strategies
for managing online reputation
1. Do not Hide
2. Listen and React
3. Activate Influencers
4. Measure
5. Plan
online reputation at #PMIEUR with @Fernandosemrush

48. Plan your team work
SEMrush SMM Team
online reputation at #PMIEUR with @Fernandosemrush

49. Plan and Interact with your team
online reputation at #PMIEUR with @Fernandosemrush

50. Plan your Goals
online reputation at #PMIEUR with @Fernandosemrush

51. Reputation Management is a Team
work
online reputation at #PMIEUR with @Fernandosemrush

52. Don’t be a robot
online reputation at #PMIEUR with @Fernandosemrush

53. 5 SEMrush reputation strategies
for managing online reputation
1. Do not Hide
2. Listen and React
3. Activate Influencers
4. Measure
5. Plan
online reputation at #PMIEUR with @Fernandosemrush

54. Giving a Damm about your Online reputation

55. ¡Guten Tag Berlin!

56. ¡Guten Tag Berlin!
#PMIEUR
@akemola

57. Sergio Simarro Villalba
@akemola

58. Sergio Simarro Villalba
@akemola
Urlaub
Arbeit
Arbeit
Haus

59. Sergio Simarro Villalba
Giving a Damm about your Online reputation
@akemola
Brand Reputation Strategies

60. brand reputation strategies at #PMIEUR with @akemola
Digital Presence
Traffic
E- CRM
Digital Strategy
Campaña de Marketing
Awareness
Consideration
Preference
Visit to web
Purchase
E-CRM
Experience
Loyalty
Advocacy Web Analytics
the customer
journey

61. brand reputation strategies at #PMIEUR with @akemola
Digital Presence
Traffic
E- CRM
Digital Strategy
Campaña de Marketing
Awareness
Consideration
Preference
Visit to web
Purchase
E-CRM
Experience
Loyalty
Advocacy Web Analytics
Brand Reputation
Strategies
the customer
journey

62. brand reputation strategies at #PMIEUR with @akemola
the customer journey (Traffic) by Google
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
Traffic sources covered by Brand Reputation Strategies

63. brand reputation strategies at #PMIEUR with @akemola
“90% of consumers get informed on
the Internet before buying.”
“75% of Internet users change their
mind after reading the found reviews.”
http://www.the-emagazine.com/ecommerce/el-90-de-consumidores-se-informa-en-la-red-antes-de-comprar
http://www.the-emagazine.com/ecommerce/categoria-90-analitica/2603-noticia-el-75-de-los-internautas-cambia-de-idea-de-compra-tras-leer-
los-comentarios-en-la-red

64. brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages

65. brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages

66. brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
Internal Reviews Page

67. brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
¿Using user reviews content? NO
• No Dynamic Content
• and…

68. brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
redcoon bewertung
¿Using user reviews content? NO
• No Dynamic Content
• No Rich Snippets that means:
• Less Visibility
• Less CTR
• Less Traffic
• Less Control

69. brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages

70. brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
¿Reviews Badge?
¿Trust Content?

71. brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
hotel estrel berlin bewertung

72. brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
Let’s create a review page with content,
including search patterns for:
REVIEWS
COMMENTS
TESTIMONIALS
ADVICES
CLAIMS
COMPLAINTS
BRAND +

73. brand reputation strategies at #PMIEUR with @akemola
“Business Listings
can increase
your property's
exposure in front
of 340 million
unique monthly
visitors.”
http://www.tripadvisor.co.uk/BusinessListings

74. brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion

75. brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion

76. brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion
"To be 5 star,
appalling
hotel"

77. brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion
"We regret that your
experience was not
pleasant. Please
contact us for your
next visit and will do
everything possible
to… "

78. brand reputation strategies at #PMIEUR with @akemola
“Is there anyone so wise as to learn by
the experience of others?” - Voltaire

79. brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand

80. brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand

81. brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
tyres online

82. brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
http://semrush.com

83. brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
http://semrush.com
brand

84. brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
Let’s create new contents for future
searches, including search patterns for:
TELEPHONE
ADRESS
LOCATIONS, HEAD OFFICES
[CITIES] or [NEIGHBOURHOOD]
OPENING TIMES
ONLINE
BRAND +

85. brand reputation strategies at #PMIEUR with @akemola
“75% of Internet users change their
mind after reading the found reviews.”

86. brand reputation strategies at #PMIEUR with @akemola
Competition public weaknesses
shoe site:http://www.ekomi.co.uk

87. brand reputation strategies at #PMIEUR with @akemola
Competition public weaknesses
"After arranging collection
for a pair of boots on line, i
then had to phone as
courier never turned up.
Arranged other collection
again courier never turned
up on arranged day but
arrived 2 days later
unfortunately i was out"

88. brand reputation strategies at #PMIEUR with @akemola
Competition public weaknesses
shoe site:http://www.trustedshops.co.uk

89. brand reputation strategies at #PMIEUR with @akemola
Competition public weaknesses
"I placed my order on 25
December and still don't
have the boots. I have
spoken to your customer
service and have not heard
anything back. So so far the
service has been very poor."

90. brand reputation strategies at #PMIEUR with @akemola
“We committed to total customer experience with the
brand, and discounts contradict this line.”
http://ecommerce-news.es/actualidad/apostamos-por-la-experiencia-total-del-consumidor-con-la-marca-y-los-descuentos-contradicen-esta-
linea-3799.html

91. brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury
g star
g star jeans
g star raw
g star sales
g star uk

92. brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury

93. brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury

94. brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury
Let’s create a price page with content,
including search patterns for:
PRICE
OFFER
DISCOUNT
SALES
CHEAP
COUPON CODE
OUTLET
BRAND +

95. brand reputation strategies at #PMIEUR with @akemola
“90% of the data in the world today has
been created in the last two years.”
http://www-01.ibm.com/software/data/bigdata/what-is-big-data.html

96. brand reputation strategies at #PMIEUR with @akemola
Big Data reputation

97. brand reputation strategies at #PMIEUR with @akemola
Big Data reputation

98. brand reputation strategies at #PMIEUR with @akemola
Big Data reputation
nh comfortable

99. brand reputation strategies at #PMIEUR with @akemola
Customer reviewsBadges&Pages
Customer reviewsPromotion
TopPlayerslearnings:protectingyourBrand
Competitionpublicweaknesses
Cheapxury=cheap+luxury
BigDatareputation

100. brand reputation strategies at #PMIEUR with @akemola
When nothing works…

101. brand reputation strategies at #PMIEUR with @akemola
Fragen

102. brand reputation strategies at #PMIEUR with @akemola
Sergio Simarro Villalba
@akemola
http://www.linkedin.com/in/sergiosimarro
Giving a Damm about your Online reputation
Brand Reputation Strategies