Website Reputation Management 2014 Pubcon Las Vegas -TMprod.com

website
Reputation
management

About dwight
• Founder of TM Productions
• Founder of Pure Cabo
• Co-founder of FishingCharters.com
tmprod.com / dwightz.com 309B s main st royal oak mi 48067 248.582.9210

Reputation management
• Security – Protect Everything
• Domains, WHOIS
• Social Profiles – capture all
• Monitoring & Process
• Content Creation - Continuity
• Building Links/Signals
• Spider / Disavowing
• Analytics / Target Pages

Why?

Have a plan

have process

Safety = process
• Knowing where it can break is half
the battle…..
• Internal / External Teams
• What is posted?
• Before it’s posted, what process?
• What is the goal?
• Continuity of Messaging

avoidable mistakes

Expensive mistakes

create press

Don’t wait

Be smart
• Have a SM policy
• Never remove posts
• Profanity filters
• Never get defensive
• Community helpers?

a thought…
• Staff KNOW + AGREE to SM Policy
• Examples shown
• Consequences
• Personal liability
• Details in contract

Getting secure
• Website
• Passwords
• Databases
• Back-Ups
• Plug-ins
• Profiles
• Always Testing / Automation

Social profiles
• Get all Accounts
• Verified if Possible
• Continuity in Naming / Branding
• Repurposing of Message – Use Tools
• Monitoring / Automation
• Controlling Messages

Social competition
• Where are your customers? What channels are they on? Where are they engaging?
• Who is the competition? Parallel? Are we up to par? Monitor activity.
• Who are our “cross-brands” that we could mimic or be influenced from?
• What is the main goal of the social media?
• Need customer service to be “Tip-Top” : have a plan!
• Regular information with SEO in mind is a must

Real Engagement
• Real conversations take time and thought
• They can have intent; under agenda
• Engaging posts that create comments, likes and shares
• Images work great!
• Questions, surveys
• Sweepstakes and surveys
• Videos when short

Monitoring processes
• What is a mistake worth?
• Free vs. Paid
• Google Alerts
• Paid Tools
• Back Links / GWMT
• Monitor Ads / SpyFu

Monitor competition &
industry
• Competitors, Industry, Media, Trends
• What are they doing? Ideas?
• Where is the armor weak?
• Opportunity?
• Insert into conversation
• Our message, take, policies, features
in comparision

opportunity & fun

capture citations
• Own + control all listings
• Make complete
• Approved images
• Micro data (test shares)
• Monitor reviews, comments
• Be quick, take offline

Content creation
• Why?
• Research on topics and wording
• Where to spread / post / integrate
• Few pages / Inactive = Negative SEO targets
• Few pages = fewer links
• Quality

Building links
• In & Out
• Quality
• Research
• Majestic SEO
• SEMRush
• SpyFu
• Industry / News / Competitors

Think disavowing
• Monitor
• Research
• Know why, Tell G
• Know how to disavow
• What to expect?
• Create the pattern

negative reviews
• They suck
• It is a $$$$ game
• There is a process; be aware
• Personal contact
• Litigation
• Court Order

Reviews = 2ways
• It’s a BIG decision
• Can be manipulated
• Process
• Monitoring
• Risks
• Shhhhhhhhhhhh! Who’s Involved?

Monitor analytics
• G Analytics
• Others
• Dashboards
• Alerts / Automation
• Internal Chatter
• Sales People
• Talk to Customers

staff analyst
• Dashboard
• Bottleneck info
• They know “what” to do
• Daily reports with details
• What needs to change?
• Steps being taken?
• Costs?

Get social
• You MUST Invest
• Be Proactive
• Rub Elbows with Established Sites
• Be Genuine
• Be Helpful
• Earn Respect and Friends
• Some “Friends” are bought!

Knowledge = power

Need help?
Leave Card
dwight@tmprod.com

Website Reputation Management 2014 Pubcon Las Vegas -TMprod.com

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