Giving a damm about your online reputation
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Transcript of Giving a damm about your online reputation
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-ADNT: @akemola W: sergiosimarro.com
Online Reputation Management
ORM includes all actions used to influence the perception people have about your brand
online reputation at #PMIEUR with @Fernandosemrush
The perception of a brand has very little to do with the company logo
online reputation at #PMIEUR with @Fernandosemrush
The perception of a brand has very little to do with the company slogan
online reputation at #PMIEUR with @Fernandosemrush
Does perception matter?
online reputation at #PMIEUR with @Fernandosemrush
Do people like to tell everyone about their experiences with brands?
online reputation at #PMIEUR with @Fernandosemrush
Let’s put our theory to practice!
online reputation at #PMIEUR with @Fernandosemrush
Do you know this brand?
Can you associate with this?
JOSHIE
online reputation at #PMIEUR with @Fernandosemrush
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
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
online reputation at #PMIEUR with @Fernandosemrush
Joshie taking the sun…
Joshie making new friends…
online reputation at #PMIEUR with @Fernandosemrush
Joshie working for the hotel…
online reputation at #PMIEUR with @Fernandosemrush
Joshie having a massage…
online reputation at #PMIEUR with @Fernandosemrush
Joshie driving to the beach…
online reputation at #PMIEUR with @Fernandosemrush
What was the reaction of the father?
online reputation at #PMIEUR with @Fernandosemrush
online reputation at #PMIEUR with @Fernandosemrush
"People are not looking for what brands say about themselves, they seek what others say about brands"
online reputation at #PMIEUR with
Hundreds of places to leave opinions
What should brands do?
online reputation at #PMIEUR with @Fernandosemrush
5 SEMrush reputation strategies for managing online reputation
1. Do not hide
online reputation at #PMIEUR with @Fernandosemrush
Do not hide
online reputation at #PMIEUR with @Fernandosemrush
Do not hide
online reputation at #PMIEUR with @Fernandosemrush
Do not hide
online reputation at #PMIEUR with @Fernandosemrush
Do not hide
online reputation at #PMIEUR with @Fernandosemrush
Do not hide
online reputation at #PMIEUR with @Fernandosemrush
5 SEMrush reputation strategies for managing online reputation
1. Do not hide2. Listen and react
online reputation at #PMIEUR with @Fernandosemrush
Listen and React
online reputation at #PMIEUR with @Fernandosemrush
Listen and React
online reputation at #PMIEUR with @Fernandosemrush
Listen and React
online reputation at #PMIEUR with @Fernandosemrush
Listen and React
online reputation at #PMIEUR with @Fernandosemrush
5 SEMrush reputation strategies for managing online reputation
1. Do not hide2. Listen and React3. Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush
Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush
Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush
Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush
Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush
5 SEMrush reputation strategies for managing online reputation
1. Do not hide2. Listen and react3. Activate Influencers4. Measure
online reputation at #PMIEUR with @Fernandosemrush
Measure
online reputation at #PMIEUR with @Fernandosemrush
Measure
online reputation at #PMIEUR with @Fernandosemrush
Measure and compare
online reputation at #PMIEUR with @Fernandosemrush
Measure
online reputation at #PMIEUR with @Fernandosemrush
5 SEMrush reputation strategies for managing online reputation
1. Do not Hide2. Listen and React3. Activate Influencers4. Measure5. Plan
online reputation at #PMIEUR with @Fernandosemrush
Plan your team work
SEMrush SMM Team
online reputation at #PMIEUR with @Fernandosemrush
Plan and Interact with your team
online reputation at #PMIEUR with @Fernandosemrush
Plan your Goals
online reputation at #PMIEUR with @Fernandosemrush
Reputation Management is a Team work
online reputation at #PMIEUR with @Fernandosemrush
Don’t be a robotonline reputation at #PMIEUR with @Fernandosemrush
5 SEMrush reputation strategies for managing online reputation
1. Do not Hide2. Listen and React3. Activate Influencers4. Measure5. Plan
online reputation at #PMIEUR with @Fernandosemrush
Giving a Damm about your Online reputation
¡Guten Tag Berlin!
¡Guten Tag Berlin!
#PMIEUR@akemola
Sergio Simarro Villalba@akemola
Sergio Simarro Villalba@akemola
Urlaub
Arbeit
Arbeit
Haus
Sergio Simarro Villalba
Giving a Damm about your Online reputation
@akemola
Brand Reputation Strategies
brand reputation strategies at #PMIEUR with @akemola
Digital Presence
Traffic
E- CRM
Digital StrategyCampaña de Marketing
Awareness
Consideration
Preference
Visit to web
Purchase
E-CRM
Experience
Loyalty
Advocacy Web Analytics
the customerjourney
brand reputation strategies at #PMIEUR with @akemola
Digital Presence
Traffic
E- CRM
Digital StrategyCampaña de Marketing
Awareness
Consideration
Preference
Visit to webPurchase
E-CRM
Experience
Loyalty
Advocacy Web Analytics
Brand Reputation Strategies
the customer journey
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
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
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
Internal Reviews Page
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
¿Using user reviews content? NO
• No Dynamic Content
• and…
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
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
¿Reviews Badge?¿Trust Content?
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pageshotel estrel berlin bewertung
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
Let’s create a review page with content, including search patterns for:
REVIEWSCOMMENTSTESTIMONIALSADVICESCLAIMSCOMPLAINTS
BRAND +
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
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion
"To be 5 star, appalling
hotel"
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… "
brand reputation strategies at #PMIEUR with @akemola
“Is there anyone so wise as to learn by the experience of others?” - Voltaire
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
tyres online
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
http://semrush.com
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
http://semrush.com
brand
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:
TELEPHONEADRESSLOCATIONS, HEAD OFFICES[CITIES] or [NEIGHBOURHOOD]OPENING TIMESONLINE
BRAND +
brand reputation strategies at #PMIEUR with @akemola
“75% of Internet users change their mind after reading the found
reviews.”
brand reputation strategies at #PMIEUR with @akemola
Competition public weaknessesshoe site:http://www.ekomi.co.uk
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"
brand reputation strategies at #PMIEUR with @akemola
Competition public weaknessesshoe site:http://www.trustedshops.co.uk
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."
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
brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury
g star
g star jeans
g star raw
g star sales
g star uk
brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury
brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury
brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury
Let’s create a price page with content, including search patterns for:
PRICEOFFERDISCOUNTSALESCHEAPCOUPON CODEOUTLET
BRAND +
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
brand reputation strategies at #PMIEUR with @akemola
Big Data reputation
brand reputation strategies at #PMIEUR with @akemola
Big Data reputation
brand reputation strategies at #PMIEUR with @akemola
Big Data reputationnh comfortable
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & PagesCustomer reviews PromotionTop Players learnings: protecting your BrandCompetition public weaknessesCheapxury = cheap + luxuryBig Data reputation
brand reputation strategies at #PMIEUR with @akemola
When nothing works…
brand reputation strategies at #PMIEUR with @akemola
Fragen
brand reputation strategies at #PMIEUR with @akemola
Sergio Simarro Villalba
@akemola
http://www.linkedin.com/in/sergiosimarro
Giving a Damm about your Online reputationBrand Reputation Strategies