With the widespread use of forums, discussion groups, blogs, review sites and social media (such as Facebook & Twitter), it is very easy for Internet users to post their opinions and rants. This content can be positive but it can also be negative with wide ranging consequences. The essence of online reputation management is ongoing research accompanied by a strategy and tactics to deal with the individual situations found. This webinar will take you through the 4-step process of building an effective reputation management strategy.

1. Dead Simple Internet Marketing™ Series
How to Effectively Manage Your Online
Reputation for Professionals and Small Biz
Presenter: Doug Hay, CEO

2. Presenter: Doug Hay
• Early adopter of Internet
marketing & social media
• 30 year marketing veteran
• Sought after speaker presented at local, regional
and national conferences
• Lectured at two universities
for the Sales & Marketing
Executives program

3. Our Services For Small/Medium Biz
• Website design & programming
• Social Media consulting,
implementation & training
• Small business SEO – Search
Engine Optimization: Keywords,
link building & content creation.
• Press release writing, optimization
and reporting
• Blog set up, strategy, and training
• Email programs
• Online reputation management
• Video production & marketing
• Staff training
Ask for a complementary consultation

4. More
Leads?
More
Sales?
Free
Internet
Marketing
Analysis
Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306 Toll Free: 877-226-3823

5. Why Bother With Your
Online Reputation?
“While your phone book might be collecting
dust, consumers still have a need for the
type of information it contains. But in
today’s digital world, they’re more inclined
to look for it on the Web ... a whopping 85
percent of consumers find local business
information online, where reviews, store
hours, deals and maps are just a click
away.”
- Study by Nielsen

7. Consumer Generated Content
“We have officially lost control of when
and where our messages are being
consumed – a fact that would be obvious
if we looked at our own behavior. With the
ubiquity of social media and the instant
access provided by the Internet,
consumers are now in control of how
they interact with your brand.”
- Forbes, May 2013

8. “This is generally considered one of the toughest tasks in
the SEO (search engine optimization) field. You're not only
fighting for rankings on (up to) 10 different sites/pages or
more, you're also competing against what many feel is a
strong algorithmic component in Google's engine QDD (Query Deserves Diversity).
“QDD is believed to impact the types of results Google
prefers to show ranking in the top 10, and biases away
from strict algorithmic "strength" and towards showing
a variety of different pages (positive and negative
sentiment analysis is suspected by some to be a
component here, hence the potential impact on reputation
management campaigns).” - SEO Moz

9. Still There After 2 Years

10. Steps in a Reputation
Management Handling
Analysis of situation
Content creation, etc
Push negative down

11. 10 Action Steps

12. Your Website

15. About Us Page

19. Andrew Reifman

20. Getting Reviews

23. Sequence of Getting Reviews
1. Great service/products

24. Sequence of Getting Reviews
1. Great service/products
2. Great customer service

25. Sequence of Getting Reviews
1. Great service/products
2. Great customer service
3. Customers willing to
recommend you - not fake

26. Sequence of Getting Reviews
1. Great service/products
2. Great customer service
3. Customers willing to
recommend you - not fake
4. Customers are active on
the review site such as
Yelp or Google+

27. Sequence of Getting Reviews
1. Great service/products
2. Great customer service
3. Customers willing to
recommend you - not fake
4. Customers are active on
the review site such as
Yelp or Google+
5. Customer posts a review

28. Sequence of Getting Reviews
1. Great service/products
2. Great customer service
3. Customers willing to
recommend you - not fake
4. Customers are active on
the review site such as
Yelp or Google+
5. Customer posts a review
6. Avoid too many at one time

29. Content
Marketing

30. Content Marketing
“Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly
defined and understood target audience
– with the objective of driving
profitable customer action.”
Source: Content Marketing Institute

32. Think Like a Publisher

34. Content Marketing
Blogs
Newsletters
Readers
Computers
Leads
Sales Funnel
Prospects
Sales

35. Social Media

36. Use Social Media
• Authoritative
domains
• Push out your
content – blog
posts, video,
images

38. Tools for Research

39. Name, Address, Phone Number
NAP
NAP
NAP
NAP

46. Directories

47. You Want Citations
• “Citations are "mentions" of your business
name and address on other webpages, even if
there is no link to your website.
• “Citations are a key component of the ranking
algorithms of the major search engines. Other
factors being equal, businesses with a
greater number of citations will probably
rank higher than businesses with fewer
citations.”
– GetListed.org

48. Where to get Citations
• Chamber of Commerce
• Professional
Associations
• Online Yellow Pages
• Business Indexes
• Local Blogs
• Social Media

50. Local Search
Engines

51. Register With Each
Search Engine
Register with
• Google+ Local
• Yahoo Local
• Bing Local

53. Dealing With
Negative Criticism

54. Answer or Not?
Public Relations 101:
You need to fill the
vacuum with
information that
forwards your position

55. Yelp

56. Take notice –
they are the
#1 review
service
Yelp attracts tens of millions of
U.S. visitors each month.

58. Actions
1. Claim Your Listing
2. Encourage legit
reviews with active
Yelpers
3. Hold an Event (they
are active Yelpers)

60. Set up Alerts

61. Set up Google Alerts
Google Alerts are
Free – set up for:
• Your name
• Company name
• Product names

63. Alert for “Content Marketing”

65. Takeaways
Do some homework
Create a plan
Get content created
Register on directories
Get listed on local search engines
Hang in for the long term

66. More
Leads?
More
Sales?
Free
Internet
Marketing
Analysis
Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306 Toll Free: 877-226-3823

67. Copyright Notice
All materials contained in these presentations
are protected by Canadian and United States
copyright law and may not be reproduced,
distributed, transmitted, displayed, published or
broadcast without the prior written permission of
Doug Hay.
The names of actual companies, products or
images mentioned herein may be the copyright
or trademarks of their respective owners.