online reputation management for brands and affiliates - sigma, malta 2014

@irishwonder SiGMA, 2014

Online Reputation Management

for Brands and Affiliates

@irishwonder SiGMA, 2014@irishwonder

What ranks for the brand name/ brand + review / other related searches

What ranks for key business people’s names What Google suggests for brand related

searches What unrelated keywords the site ranks for

Usually, all but #1 are ignored by site owners

What Online Reputation Consists of

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Any publicity is good publicity? – maybe not for conversions

Importance of Online Reputation

(According to a survey by Dimensional Research)

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Review sites News stories Images Forum discussions Social media mentions Affiliate sites, fans/haters sites, competitors

sites

What Contributes to Online Reputation

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Brand Name SERPs

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Brand Name SERPs – Brand Hijack

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Vodafone: Don’t Piss Off Online Marketers

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Yodel: Poor Experience, Poor Reputation (Management)

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Charles De Gaulle Airport- Poor Ratings

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Brand Name SERPs – Poor Ratings

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If there are issues in reality you can only twist your story so much

Companies with poor reputation management skills are often the ones with poor overall customer experience

Takeaway Point?

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Affiliates: Why You Should Care Too

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Search box

Bottom of SERPs

Google Suggest

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Pokerstars: Clean Brand Name SERPs…

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Pokerstars: … but affiliate programme issues are visible

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Negative Mentions Ranking for a Suggested Negative Query

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Search Volume Amount of Existing Content

What Influences Suggestions?

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Example of a Successful Suggestions Manipulation Campaign

A software product had suggestions like brand + scam/virus/malware showing up due to competitors blackmailing it. By increasing the search volume and amount of content for other, more desirable positive queries, we managed to get rid of such suggestions.

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Ripoff Report

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Ripoff Report: Digital Extortion

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Ripoff Report: Digital Extortion

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The Wrong Way To Handle It

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The Wrong Way To Handle It

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The Wrong Way To Handle It

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Ranking for Unrelated Keywords – Sending the Wrong Message

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I posted about it here: http://www.irishwonder.syndk8.co.uk/2013/11/08/buy-viagra-serps-of-no-priority-to-google/

Case Study: Academic Site Ranking for Pharma

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Case Study: Academic Site Ranking for Pharma

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Case Study: Academic Site Ranking for Pharma

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Be responsive to avoid reputation issues and solve them early

Online Reputation and Social Media

Name.com have accidentally sent promo emails to their customers – after complaints on Twitter they posted this video of their employee responsible for the screw up eating those emails as punishment(Full story: http://www.irishwonder.com/blog/2014/03/20/case-study-brands-winning-social-media/)

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McDonald’s asks customers to talk about their experience, promotes a hashtag

Result:

Social Media Campaigns Backfiring

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HMV fired employee vents on official Twitter account

Social Media Fails

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Social Media Fails: F-bombs

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Social Media Fails: F-bombs

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There is always good content and bad content about a brand

Make sure people are aware of your good content and it is well visible

Don’t think you can just “negative SEO” your bad content

How to Manage Online Reputation?

@irishwonder SiGMA, 2014@irishwonder

Yes, Online Reputation Management is one area where negative SEO makes sense commercially

No, negative SEO is NOT about buying a bunch of shitty links on Fiverr to your negative content

A Few Words about Negative SEO

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Telling Your Story

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Questions? Feel free to get in touch!

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