web strategies that really work by kelly cutler
DESCRIPTION
Presented at Marcel Media's 4th annual seminar, CEO Kelly Cutler's presentation: Web Strategies that Really Work talks about reputation management, local SEO and leveraging social reach.TRANSCRIPT
Web Strategies That Really Work:
Reputation Management, Local SEO, & Leveraging Social Reach
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November 20, 2009
When people search for you online… they’re looking for
more than just your website.
And….if you don’t have a social footprint,
or local listings, your competitors probably do.
Create a strategy, getting started is the hardest part…
Reputation Management
Local Search Engine Optimization
Leveraging Social Presence
Here’s the Key…
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Managing Your Online Reputation
First thing’s first: Google Alerts
Set up a free account.
Add keyword phrases like your company name,
products/services, and top executives.
Set the frequency for delivery of the results.
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Managing Your Online Reputation
Next: Claim or edit your local listing on Google
Perform a quick search for your company location
using Google Maps.
Edit your location on the map.
Claim your business listing.
If you already have your
listing, you can edit it
in the Google Local Business
Center.
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Google Local Listings
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Google Local Listings: Best Practices
Provide detailed information:
Hours of operation
Which towns and neighborhoods you serve
What credit cards you accept
What guarantees you provide
Specials you offer – coupons, promotions, etc.
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Managing Your Online Reputation
Now let’s talk about Local Search…
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The Value of Local Search
Why is Local Search Important?
74% of Internet users perform local searches.
70% of online searchers will use local search to find
offline businesses.
86% of online users will be searching for a local
business at some point in time.
(Kelsey Group data, 2009)
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Yelp for Social and Local Presence
How Yelp works:
Reviews based on a 5 star rating system.
Categories include restaurants, shopping, doctors,
plumbers, accountants, attorneys, real estate, auto,
doctors etc.
83% of online shoppers said they
are interested in sharing information
about their purchases with people
they know.
(Etailing survey of 117 companies, September 2009)
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Yelp is Only Going to Grow…
Compared to CitySearch, Local.com, YellowPages, and
InsiderPages, Yelp traffic has grown and surpassed them.
(Compete.com data, October 2009)
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User Reviews & Social Presence
Online influence:
Facebook, blogs, Twitter and customer reviews are
considered the most effective tactics for mobilizing
consumers to talk up products online.
(Etailing survey of 117 companies, September 2009)
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Become part of the conversation, before you miss your
window…
Leveraging Social Presence
Here’s what you shouldn’t do to make your
social mark…
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Reaching Your Audience…the Wrong Way…
Motrin example
Motrin launched a social media campaign for International
Baby Wearing Week by producing a YouTube video. However,
moms were not pleased with babies being made into fashion
statements and Motrin got an earful from the Internet
community.
The lesson
Understand your audience before
engaging with it. Had Motrin done
research, it probably would
have anticipated such a backlash.
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Reaching Your Audience…the Wrong Way…
Pepsi example
Pepsi launched an iPhone application to promote the AMP
energy drink called “Before You Score,” in which men are
advised on “the best” date activities and pick-up lines.
Women found this extremely offensive and the app was later
pulled.
The lesson
Consider how your campaign will be received.
If Pepsi considered a woman’s point of view,
they may have avoided a drop
in brand reputation.
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Reaching Your Audience…the Wrong Way…
Target example
Target reached out to a group called “The Rounders” ( a
group of students who receive discounts and products from
Target to share with friends and to provide feedback) to
promote its Facebook page. Target encouraged these
Rounders not to disclose their affiliation with the program.
The lesson
Never ask your advocates or
employees to lie in order to
promote your brand, it can only
lead to negative repercussions.
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Reaching Your Audience…the Wrong Way…
Toyota example
A alternate “reality game” was used as part of Toyota’s
marketing strategy to promote the new Toyota Matrix. One
woman became so terrified that she actually believed she was
being stalked. She later sued.
The lesson
Do not use controversial tactics to attract
customers. If Toyota would have
considered the seriousness of this
prank, they could have avoided a
lawsuit.
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Summary & Marcel Media Tips
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If you’re not currently managing your online reputation,
and encouraging social presence, here are things you can
do to get started.
Claim your Google Local Listing.
Utilize Yelp…the right way.
Don’t forget about utilizing privacy settings.
Send your employees a “Getting Started with Social
Media” guide, this sets the stage for success.
Have fun and encourage customer participation
with photos, videos, contests, etc.
