Your online reputation is the one thing that will speak for your company when you're not. If you don't craft your reputation, your competition will create one for you and you will suffer from it.
1. O nl ine Re p u ta tio n
& Au tho r ity
Chris Newton
chris@360ideas.com
2.
3.
4. W ha t d o a l l the s e s ite s ha v e in c o m m o n?
They want to serve up the “best” content.
De f ine “ Be s t”
Most credible
Most sensational
Most accurate
Most informative
Most interesting
+1s
Likes
Comments
Shares
Authority (Google Patent)
5. Google has given us some clues...
• “Within search results, information tied to
verified online profiles will be ranked higher
than content without such verification…”
Eric Schmidt, from his book “The New Digital Age”
– published April 2013
6. • “Over time, Google will care more about
identity and social reputation.”
Matt Cutts mentioned on day three of SMX –
March 2013
Google has given us some clues...
8. W ha t Go o g l e W a nts , Go o g l e Ge ts …
• Google wants you to “own your content”
(so far as tying your name and face to it)
• Remember, an effort to deliver the highest quality,
most credible and sensational information
• Imagine how this will change as authors and identities
“like”, “+1”, or share other authors content.
9. The s e Thing s Cha ng e Fa s t
This is not a real screenshot.
Rather, a prototype of what
could someday come?
10. Fa c e bo o k Gr a p h Se a r c h
Facebook has an agenda too…
13. Al l the s e thing s a r e c o nne c te d …
• Everything is connected.
• Your online reputation is important. It matters.
• Actively engaged, responsive
• Consistence
• Provide high quality, accurate content
14. What is your business or
brand doing to manage and
monitor your online
reputation and authority?
15. W e b Ad v e r tis ing
Chris Newton
chris@360ideas.com
16. O nl ine Ad v e r tis ing ha s Ex p l o d e d
2011 – Internet
advertising revenues
surpassed cable
television
2012 - Increased 15%
over 2011
2013 – Another 13%
increase seen in Q1
17. So m e Ba s ic Te r m ino l o g y
• Impressions – the # of times your ad has been displayed
• Clicks – the # of times your ad has been clicked
• CPC / PPC – cost per click or pay per click
• CPM / PPM – cost per impression or pay per impression
• CPA / PPA – cost per action or pay per action
19. Re m a r ke ting / Be ha v io r a l Ta r g e ting
Reach customers based upon:
•Their interests, topics
•Past search / web history
•Gender
•Age
How did it
know I am
losing my hair?
20. Go o g l e Ad W o r d s SEM
Highly Targeted Advertising
Fully measurable sales
funnel
Very powerful when
combined with Google
Analytics
Less risky compared to
other options (CPC)
21. Go o g l e Dis p l a y Ne tw o r k
Text, Image, Interactive, Video
Advertisements
Highly targeted placement
Very detailed management, track budget and
results as you go
Less risky compared to other options (CPC)
25. Ca s e Stu d y
• Plumbing client spent $10,900 in Google Advertising over
5 months
• 1,376 clicks through to the website (fully tracked)
• 156,848 impressions
• 75 click-to-calls directly from mobile device
• 23 customers clicked an ad then filled out the website form
• Phone traffic increased by 200-250 calls.
• Average cost per click was $7.00
• Avg. Service Ticket Cost is $225
26. Paid online advertising works.
Advanced analytics can help you
follow your advertising dollar in
near real-time.
Attention to detail and adapting
with optimizations can ensure ROI.
