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Anvil Media: Online Reviews Workshop by Kent Lewis for SolarWorld

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This presentation was given at the SolarWorld Installer Summit 2015 in Portland by Kent Lewis, Anvil Media President. The topic is managing your reputation online with customer reviews.

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Anvil Media: Online Reviews Workshop by Kent Lewis for SolarWorld

  1. 1. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. No Bad Reviews: Online Reputation 101 Preserving, Protecting and Repairing Your Brand Online #SWIS15 Kent Lewis President & Founder @AnvilMedia @KentjLewis
  2. 2. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Agenda 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.2 I. Introduction II. Auditing and Monitoring Your Brand III. Developing an ORM Plan IV. Social Media & ORM V. Responding to Reviews VI. Search Engine Optimization & ORM VII.Public Relations & ORM VIII.Examples & Recap
  3. 3. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Your Brand Online What defines a brand?  Experience/interaction  Perception/stories  Marketing/relationship
  4. 4. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Negative Reviews?
  5. 5. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. When Someone Googles Your Business, What Will They Find?
  6. 6. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Google Page 1: Your New Business Card
  7. 7. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
  8. 8. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. What is Online Reputation Management?
  9. 9. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
  10. 10. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Fast Facts —81% of consumers research brands online, and on Google specifically, before making a purchase. —80% of consumers are persuaded by online reviews about brands, services, products etc. —On average, 71% of searches on Google result in a click on Page 1, whereas page 2 only gets about 5% of the clicks.
  11. 11. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. What Does This Mean? —Customers are looking for you on Google, reading about you on Yelp and Facebook, and making decisions based on what they find. —Customers do not look past the first page of Google. —It is critical to own every listing for your branded search. —Negative results are invisible on Page 2.
  12. 12. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Auditing & Monitoring Your Online Brand
  13. 13. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Auditing Your Brand —Search every relevant keyword related to your brand or company. —Any negative sentiment? Reviews, articles, photos etc.? —Learn more about the sites that rank and why?
  14. 14. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Identifying ORM Issues Modifiers Service: reviews, ratings, complaints Legal: litigation, lawsuit, sue Management: executives, individuals Negatives: suck, hate, lame Situational: spill, union dispute, crash YourCompanySucks.com Purchase & protect Bonus: host a moderated forum & engage
  15. 15. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Monitoring Your Brand —Use Google Alerts and social tools to monitor brand mentions. —Respond to comments/articles promptly. —Where are people talking about you the most? The least?
  16. 16. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. ORM Fundamentals Plug the leak! Identify undesirable listings in search results Create & optimize competitive content Develop inbound links to boost rankings Leverage existing opportunities Utilize keyword-friendly domain names Create profiles/content on trustworthy domains Promote “friendly” content in target search result
  17. 17. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Developing an ORM Plan Factors Scope of issue (potential liability) Timeline or sensitivity Available internal resources Budget (what does this problem cost if not resolved?) Personal vs. professional social presence Employee involvement Resources Copywriter PR professional Social media monitor (customer service representative) Monitoring software/service
  18. 18. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Effective ORM Strategies Optimize branded corporate content on site Home, About, Contact, Legal, etc. Create & Optimize PR content (News Room) FAQs, attractions, events, etc. Syndicate high value content Releases, articles, blog posts, etc. Engage in conversations Discussion lists, forums, blog comments Develop strategic inbound links Events, organizations, non-profits, industry websites Integrate metrics & measurement URLs, tracking strings, unique 800#, promo codes
  19. 19. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Three Prongs of Online Reputation SOCIALSEO PR ONLINE REPUTATION MANAGEMENT
  20. 20. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. ORM: Social Media
  21. 21. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
  22. 22. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Claim & Optimize Social Profiles
  23. 23. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. How To Respond To Negative Reviews
  24. 24. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
  25. 25. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. What Not To Do —Deleting Negative Comments —Ignoring or Responding Slowly —Attacking or Responding Defensively —Astroturfing
  26. 26. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Avoid a Reputation Disaster
  27. 27. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. What To Do Instead —Respond With Positivity and Understanding —Use Negative Comments as Opportunity to Highlight Strengths —Ask Loyal, Regular Customers to Write Review —Remember the Customer is Always Right
  28. 28. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Responding on Yelp —Respond Publicly First —Send a Private Message —Do Not Solicit Reviews
  29. 29. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. ORM: Search Engine Optimization
  30. 30. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Your New Business Card —Brand Website —Social Media —Blogs —Directory Listings
  31. 31. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Social Media & SEO — All social channels should have the same branding, same URLs etc. to maximize search visibility — It is important to consistently share content in order to build social authority and improve ranking. — Ideally, Facebook, Twitter, Pinterest and/or LinkedIn should rank just below brand site. Social Profiles Posting Cadence Daily 1-2 posts per day (retweets, responses, outreach, etc.) Create and populate boards as content becomes available 1 photo a day, 1 video a week 1-2 times a month, increasing to 2- 3 a month when content is available
  32. 32. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Social Media Editorial Calendar — An editorial calendar helps plan and visualize the editorial strategy for the forthcoming months. — By planning topics and content formats, you can easily scale and plan content creation efforts. — Use a shared calendar or an Excel spreadsheet to map out ongoing content development efforts.
  33. 33. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Google My Business — Make sure the right info appears when people search for you on Google Search, Maps and Google+
  34. 34. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Blogging — In addition to a blog hosted on your site subdirectory, develop microblogs on other platforms. — Share all blog posts on all social channels. — Use social bookmarking services like StumbleUpon to expand reach.
  35. 35. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Local Directories and Review Sites — Take ownership of all local directories that rank prominently for your brand — Local search and discovery services — Yelp — Foursquare — TripAdvisor — Other local directories — Google, Bing, Yahoo — YellowPages — CitySearch — BBB Etc.
  36. 36. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. NAP — Make sure all directories feature the same Name, Address and Phone number, AKA your NAP — Should match NAP on your website and social media — Crucial to Local SEO and ensuring Google trusts your site to rank prominently.
  37. 37. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. ORM: Public Relations
  38. 38. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Newsworthy? Press Release It. — Sponsored a local charity/event? — Reached a notable milestone or formed a new partnership? — If it’s newsworthy and interesting, an outlet will pick it up, potentially ranking highly in search for your brand.
  39. 39. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Become a Go-To Source — Reach out to local reporters covering beats related to your area of business. — Get quoted in articles and earn backlinks back to your website. — News sites are high-authority with tremendous ranking power.
  40. 40. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Help a Reporter Out — Pitch reporters to be a source for their article. — National and local news publications. — Sent to your email three times a day, based on vertical.
  41. 41. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Advanced ORM Strategies Address the issue directly (offline) Create & optimize multimedia assets Develop subdomain content Purchase branded & related issue terms Build free site/pages (Google Sites) Leverage pay-per-post blogs Create viral/linkbait content Leverage charitable donations/sponsorships Participate in indexable forums *Special thanks to Rand Fishkin, Andy Beal, Chris Bennett and Jaan Kanellis
  42. 42. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. ORM Examples
  43. 43. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Example: SolarCity Corporate ORM  Branded PPC  Optimized site(s)  Social profiles  Directory listings
  44. 44. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Industry Sites Solar Oregon & Angie’s List  Become a member  Claim & manage profile  Manage & market reviews
  45. 45. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Review Site: Yelp Yelp!  Profile history available  Flag (justify) reviews  Encourage Elite reviews
  46. 46. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Example: Managing Reviews Above the Average: mitigate negative with positive Soliciting Positive Reviews Identify happy customers & encourage them to review Provide links in email or on paper Back-end incentivize once they have reviewed
  47. 47. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Example: Suggested Search Suggested Search  Search volumes  Citations/mentions  Links to relevant content
  48. 48. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Example: Suggested Search Suggested Search  Influence ratings stars  Create & optimize content  Syndicate & build links
  49. 49. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Examples: Local Search Results Local SEO  Need to be in top 3  Google+ reviews help  Follow best practices
  50. 50. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Monitor > Measure > Evolve Measuring ORM Efforts  Quantity of reviews  Quality/sentiment  Resulting traffic/leads
  51. 51. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Key Takeaways – Audit and monitor – Stay active on social media – Kill negative reviews with kindness – Earn media coverage for newsworthy events – Own the first page of your Google search results
  52. 52. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. ORM Resources (#SWIS15) – Ten Tips For Optimizing Your Online Persona – Five Steps to Generate Search Engine Visibility, Authority and Quality Links via Public Relations – 7 Steps to Leverage Social Media to Increase Search Engine Visibility – How to be a Rock Star on 8 Social Media Platforms – How to Become a Social Media Guru in 3 Easy Steps – Online Reputation Management: Seven Strategies to Build Your Brand – YourCompany.Sucks: Brilliant Strategy or Brand Suicide?
  53. 53. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Kent Lewis President & Founder @AnvilMedia @KentjLewis Thank You! Questions? – Visit our Booth (#16) to win a SONOS PLAY 1 – Access our Resources section for more information (anvilmedia.com) – Sign up for our monthly email newsletter – Follow us on Twitter – Talk to us about help with digital marketing

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