online brand & reputation management
Post on 08-May-2015
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#FVIMSFoxValleyIMSummit.com
Online Brand Management
Sean McGinnisMarketing General Manager, Director
Sears PartsDirectwww.searspartsdirect.com
#FVIMSFoxValleyIMSummit.com
AgendaClearly define your brand
Track your brand online
Manage reviews proactively
Control search results
#FVIMSFoxValleyIMSummit.com
Clearly define your brand
#FVIMSFoxValleyIMSummit.com
• A sentence - the shorter and more succinct the better. Brand Promise
• A series of words. As few as possible. 3-5?Brand
PersonalityHow you would want a customer to describe
you company.
• A series of words. As few as possible. 3-5?
Brand ToneHow you communicate with
customers.How a customer would describe an
interaction or conversation with you.
• A series of phrases. As few as possible. 3-5?Brand Goals How you want customers to think about you.
What is unique about your offering.
• A series of words. As few as possible. 3-5?Brand Core Values
What you want customers to say you stand for.
#FVIMSFoxValleyIMSummit.com
Track your brand online
#FVIMSFoxValleyIMSummit.com
Setup Series of Google Alerts
#FVIMSFoxValleyIMSummit.com
Ideas for what to track in via alerts
• Brand name• Product names• Trade names• Competitors• Competitor product
names
• Industry keywords & buzzwords
• Misspellings & urls• Executive names
#FVIMSFoxValleyIMSummit.com
Social listening outpost
Free
#FVIMSFoxValleyIMSummit.com
Social listening outpost
Free Paid
#FVIMSFoxValleyIMSummit.com
Additional tools for brands
• Meltwater Buzz• Brandwatch• Trendrr• ViralHeat• SocialMention• Argyle Social
• spredfast• sprinklr• postling• Sprout Social• Salesforce• Vocus• Sysomos
#FVIMSFoxValleyIMSummit.com
Manage reviews proactively
#FVIMSFoxValleyIMSummit.com
Brand reputation goes beyond social
#FVIMSFoxValleyIMSummit.com
Can You Solicit Reviews?• Conflict of interest: Reviews are only valuable when they are honest
and unbiased. For instance, as a business owner or employee you should not review your own business or current place of work. Don’t offer money or product to others to write reviews for your business or write negative reviews about a competitor. We also discourage specialized review stations or kiosks set up at your place of business for the sole purpose of soliciting reviews. As a reviewer, you should not accept money or product from a business to write a review about them. Additionally, don’t feel compelled to review a certain way just because an employee of that business asked you to do so. Finally, don’t post reviews on behalf of others or misrepresent your identity or affiliation with the place you are reviewing.
http://support.google.com/places/bin/answer.py?hl=en&topic=1656880&answer=187622
#FVIMSFoxValleyIMSummit.com
Does this cross the line?
#FVIMSFoxValleyIMSummit.com
The Web Site
#FVIMSFoxValleyIMSummit.com
The Reviews
#FVIMSFoxValleyIMSummit.com
The Local Search Results
#FVIMSFoxValleyIMSummit.com
The Search Results
#FVIMSFoxValleyIMSummit.com
Control search results
#FVIMSFoxValleyIMSummit.com
Assess & inventory search results
#FVIMSFoxValleyIMSummit.com
Mark search results to target
• Identify negative search results you wish to remove from first page.
• Identify positive search results on page 2-5 you wish to drive higher.
• Identify neutral search results (those not negative but not positive – maybe not even about you).
Get a clear picture of the current landscape
#FVIMSFoxValleyIMSummit.com
Complete profiles on well regarded
#FVIMSFoxValleyIMSummit.com
Build Sites on Branded Domains
#FVIMSFoxValleyIMSummit.com
Guest posts
#FVIMSFoxValleyIMSummit.com
Link & Promote Wisely• Link to results you want improved to move from
other positive and powerful assets. • Promote posts and guest posts from social media
and other locations.• Link back to your hub locations from all guest post
bios.• Create content (posts, articles, videos, pictures,
graphics) that is viral in nature and will be shared by others.
#FVIMSFoxValleyIMSummit.com
Create Link Hubs
#FVIMSFoxValleyIMSummit.com
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