ONLINE REPUTATION MANAGEMENT

Presented By Penelope Konrad

TOPICS COVERED

• Online Reputation Management 101 for Sm/M sized businesses

• Assessing Your Current Online Management

• Claim Listings and Profiles

• Monitoring and Addressing Online Reputation

• Benefits of Strong Social Media Presence

• Strong Social Presence = SEO

• Identifying & Fixing Gaps in Online Presence

ONLINE REPUTATION MANAGEMENT 101

THE GOAL Show the world your business in the best possible light.

Whether you sell your product/services online or not, how you look will affect your bottom line.

Consumers expect to be able to find your business online and information on

what you offer.

Image Source: http://www.ilmondoinformatico.it/wp-content/uploads/2015/12/reputazione-online.jpg

101 CONTINUED…

• How do users see you online? - Where online are they learning about you? - What are people saying about you there?

• Does current online presence accurately reflect your business? Is it up to date?

• Is your overall online presence attracting users to your establishment or website?

• How do you look in comparison to your competitors online?

WHERE DO USERS SEE YOU ONLINE

• Your Website • Search Engines (Google, Bing, Yahoo!) • Online Directories • Review Sites (TA, Yelp, Google Reviews, FB) • Travel Websites • Social Media (FB, Instagram, Twitter, Pinterest)

Where do they see you?

WHERE SHOULD YOU BE LISTED?

• Be found easily • Show off your products or services • Allow customers to be advocates for your brand • Look established and legitimate • Control the information about your business • Monitor and refute unfavorable reviews

Why?

RANKING MATTERS

Just because you are listed doesn't mean you are easily found. Being on the first page increases the number of people who see you by A LOT

Higher Ranking =

Higher Perceived Value$$$

ASSESSING YOUR CURRENT ONLINE REPUTATION

• How do you look online RIGHT NOW? • Where do potential customers hear about

where you are and what you offer? • Where are there listings or profiles

representing your business? • Where should you have listings or profiles?

STEPS TO MANAGING YOUR ONLINE REPUTATION

1. Know how you look online now. 2. Control your image – Claim your listings! 3. Ensure all info is correct and consistent. 4. Optimize profiles, add categories relevant

for your business. 5. Respond to customer feedback! 6. Promote your listings with regular activity.

Image Source: http://www.ocseo.com/images/reputation-management-process.png

CLAIM LISTINGS - GOOGLE MY BUSINESS

1. Click “Own This Business?” 2. Check box saying you are authorized 3. Choose how to receive your verification code 4. Enter code once received 5. You can then add photos, edit information,

respond to customer reviews, as well as advertise on Google

CLAIM LISTINGS - BING

1. Log in through Bing or create a new Windows Live account to start

2. Search for your business and select “Suggest an edit”

3. The next screen will show “Is this your business? If the listing is not already claimed

CLAIM LISTINGS - YAHOO!

1. Search business and select “Is this your Business? Verify your listing”.

2. Scroll past the Yext.com free listings scan and click Next

3. Enter business info, (business owner name is required but not shown on actual listing).

4. To claim FREE listing, scroll past 4 paid listing package options, and select “Claim your Basic Listing on Yahoo”

CLAIM LISTINGS - TRIPADVISOR

1. Log in to TA or sign up for new account. 2. Find your business' listing and select “Is this

your business?” 3. Enter your information or create an account

using your business' FB page, a credit card, or request documents in an email or fax.

ACCURATE INFORMATION

Is the information accurate and consistent across all channels? Address/Phone/Description/Prices Is your profile complete? Does the link to your website work? Do additional files like brochures, menus, and forms open and display correctly? If any information has changed, is it up-to-date in all places?

OVERALL ONLINE IMAGE

• How do you look at a glance? • Is the info accurate/updated • Recent Activity • Quality pictures • Clear Organization of Info • Linked to other pages/profiles • Modern website that is easy to use on any

device (Responsive Design)

RESPOND TO CUSTOMER FEEDBACK

• Can only respond to reviews if you have claimed the listings

• Show customers you are listening and care about their feedback

• Diplomatically refute false reviews

Image Source: http://www.visualistan.com/2016/09/tips-that-will-increase-your-influence-in-online-reviews.html

YOU VS YOUR COMPETITORS ONLINE

• Reputation is relative • Study what your top competitors

are doing and saying online • What are they doing that you could

do also?

BENEFITS OF STRONG ONLINE PRESENCE

• Brand Awareness • Increase Consumer Trust • Increase Trust from Search Engines

(Backlinks) • Increase Perceived Value of Business • Improve Customer Relations (Connect on

Personal Level) • Gives Business Identity (Personality & Voice)

It’s FREE ADVERTISING! Why not use it?

BRAND AWARENESS

Be seen where your customers are (Particularly Mobile Users)

First step in getting new customers to your door.

INCREASE CONSUMER TRUST

• Having an active presence on popular online platforms increases the confidence that you are a legitimate company that others have bought from.

• Customer reviews are important for online consumers since they are unable to hold the product in their hand or test it before they buy.

• Marketing Research giant Nielsen found that over 70% of users trust customer reviews.

• Link Social Media and Review Sites to website and each other for easy viewing and better SEO

INCREASE FAVOR FROM GOOGLE

Onsite Technical SEO

Unique Content

High Authority Backlinks

CUSTOMER RELATIONSHIPS

• Engage potential customers • Share customer’s stories with the business. • Develop new target audiences. • Open dialogue about related topics with posts

and sharing content. • Make the conversation about the customer

instead of the product. • Turn customers into brand advocates.

Social Media makes it easier to…

FREE VS PAID ADVERTISING

• Most all of the major platforms customers expect to find you on allow you to have a profile for free!

• Taking advantage of these online listings is more of a necessity than an option.

• There are forms of paid advertising associated with just about all of the online platforms we have mentioned

PAID ADVERTISING

Search Engines Review Sites

Social Media

THANK YOU!