Although it's near impossible to control what is said about your brand via the internet, there is always a chance to influence the opinions that consumers form. Fernando Angulo, head of international partnerships at SEMrush, will share his top tips on reputation management, giving examples from his own experience in digital marketing. International SEO professional Sergio Simarro will also be on hand to impart wisdom, reviewing branded strategies for maintaining a stellar reputation online. The talk will review reputation-tracking techniques such as setting and analysing alerts, evaluating influence and the win-win strategies that are key to maintaining brand prestige.

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