online branding & reputation management...online branding & reputation management presented...
TRANSCRIPT
© 2013. Haley Marketing Group. 1.888.696.2900 1
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Online Branding & Reputation Management
PRESENTED BY
Brad Smith
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#LunchWithHaley• Ask questions
• Get answers
• Post comments
• Engage others
• Tell us what you think
Jenny Keller Kyle Denhoff Greg Everhart
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• Why online branding is so crucial
• Key elements of your online brand
• Creating an effective website
• Generating good content
• Your social media presence
• Online review sites
• Monitoring tools
Today’s agenda:
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Brick
& Mortar
Online
Presence
Where is your $ spent?
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We Offer:
Best customer service
Better talent
Bigger load of BS
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Your Website Should Be About Them
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• Makes it easier to do business with you
• Reduces the cost of doing business
• Delivers a “WOW” customer experience
• Drives your message
• Makes your site fun & memorable
• Is mobile friendly
A great website:
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� Client Extranet
— Timesheet approval
— Usage reports
— Candidate feedback
— Open JO status reporting
� Online Ordering
� Employee request
� Sample job descriptions
� Live chat
� Staffing Education
— Strategic staffing how-to’s
— Sample forms and policies
— HR & staffing best practices
� Dynamic Content
— RSS feeds
— Polls and surveys
— Blog
� Lead Capture
— eNewsletter opt-in
— Landing pages
Your clients want:
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� Testing and training
� Job search counseling
— Resume & interview tips
— Career advice
— Live chat
� Lead capture (passive candidates)
— eNewsletter opt-in
— SEO-optimized job & blogposts
— Job agents
� Candidate extranet / mobile access
— Online application/profileupdate
— Timesheet submission
— Assignment orientation
— Assignment feedback
� Job board (mobile & social)
— Searchable job postings
— Mobile application
— Job integration with socialnetworks
Your candidates want:
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• Clearly define how you want to be seen
• Tell a story
• Educate people about your services
• Add value for clients, prospects, & candidates
• Give people a reason to come back
• Generate sales leads
Your website copy should:
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Great Information
• How-to’s
• Market data
• Statistics & charts
• 1st person success stories
• Great pictures
• Infographics
• Case studies
• Facts, not marketing hype
Great Writing
• Strong opinions
• Lots of personality
• Irreverent humor
• Sincerity
• Clarity
• It’s NOT about you
Remember, it’s about them…not you!
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Start Driving Traffic to Your Site
and Build Your Brand!
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Search results are best
when they are fresh.
Google changed their
indexing system to
display “fresh” content more frequently.
Nearly 35% of all searches
changed because Google
now displays “fresh” content.
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The Single Most Powerful SEO and Branding Tool
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Why should I BLOG?
• Direct communication
• Brand building
• Competitive differentiation
• Exploit a niche/Become an expert
• Media/Public Relations
• Relatively low-cost marketing
• Search Engine Optimization
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What should I BLOG and how often?
• Value/ROI of your services
• Case studies
• Company news/events
• Share interesting articles & insight
• Career and hiring advice
How often? As often as you can! (shoot for at least 1-2 times per week)
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How to get started:
• Begin developing content
• Get everyone in your organization involved
• Decide on a blogging tool (Blogger, WordPress, etc.)
• Set a game plan and expectations
• Tie your blog into LinkedIn, Facebook, Twitter, etc.
• Analyze traffic (Google Analytics)
• Stick to it!
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Social RelevanceChanges how people find you.
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Social RelevanceDrives people’s online behavior.
Source: http://mashable.com/2011/12/18/social-consumers-infographic/
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Social RelevanceIt drives search engine results.
Social Media is a Key Indicator of Relevancy
"Does the rest of the world think you have a great product? If they do, they will amplify this. If you're not engaged socially, you're missing the boat because the conversation is happening socially about you and about your content. Those are really important signals for [Bing]. Whether you're involved or not is your choice, but those signals still exist whether you're in the conversation or not."
Duane ForresterSr. Product ManagerBing's Webmaster Program
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1. If this doesn’t say100% complete, fix it!
2. Your profile is indexed by Google,
use keywords!3. Update your status frequently.
4. If you don’t have more than 500 connections, you’re not
trying hard enough!
5. Integrate everything you do online.
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Update your personal status continually (this can be automated)
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Leverage your blog content.
LinkedIn – Share Blog Content
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Post to multiple groups at the same time.
LinkedIn – Post to Multiple Groups
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• EdgeRank – how Facebook decides what displays in news feeds.
• Help build momentum.
• Encourage participation.
Facebook – Get Participation
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Share Your Blog Content on Facebook
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Share News and Updates About Your Company
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Share Helpful Tips and Best Practices
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Post Inspirational Quotes
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Tell a Story with Pictures
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• Appeal to your audience (more likely candidates)
• Mix it up with different types of content
• Not too many jobs
• Don’t push it! Start with 3-5 updates/week
• Don’t sell
• Have some fun, the fun stuff gets feedback
Keys to Sharing on Facebook:
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• Pick a good handle
• Create a custom background
• Write a strong description with keywords
Twitter – Your Foundation
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Share Upcoming Events or News
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Share Interesting Stats or Quotes You Read
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Retweet Good Information from Thought Leaders & Influencers
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Retweeting Others Can Increase Likelihood You Get Retweeted
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Reach out to prospects and influencers...
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• You can tweet a lot of jobs
• Push it! Several times a day is ok
• Don’t sell all the time
• Have some fun, the fun stuff gets feedback
• Get personal
• Reach out to others and retweet
Keys to sharing on Twitter:
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Don’t forget about…
http://pinterest.com/haleymarketing/
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Social Review Sites
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What is Being Said About You?
• People trust their peers and their experiences.
• An online review can make – or break – your chances of working with a prospect or new candidate.
• Most individuals will not leave a review unless they
had a poor or phenomenally positive experience.
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• Respond and apologize!
• Pick up the phone
• Try to rectify the situation
• Flood your profile with positive reviews
Dealing With Bad Reviews:
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How to Get Positive Reviews
� Great in-person or email testimonial? Request that they share it on your page.
� Make your “social” presence known and encourage reviews.
� Include links to your Google+/Google Local Page
� Include a “+1” button on your website
� On-site “review stations” for candidates to use.
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Listen!
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Create alerts for:
• Hiring and jobs in your market
• Company name
• Recruiter names
• Competitor names
• Client and prospect names
Google Alerts
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QUESTIONS:
@bradsmith14 @haleymarketing
www.facebook.com/HaleyMarketing/
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Social Media Guide – A game plan for Staffing Firms50 pages – the most comprehensive social media guide for the staffing
and recruiting industry.
http://www.haleymarketing.com/idealab/ebooks/social-media-marketing/
Creating a Killer Staffing Website 42 pages of mind-blowing design and content ideas!
www.haleymarketing.com/idealab/ebooks/killer-staffing-websites/
Haley Idea LabHundreds of resources for staffing firms. Whitepapers, webinars, articles, guides and more!
www.haleymarketing.com/idealab/
Additional Resources
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Coming Next:SHOW and TELL
Thursday, July 25 at 2 p.m. EDT
Reserve your seat: www.lunchwithhaley.com