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online reputation at #PMIEUR with @Fernandosemrush
Head of International Partnerships, SEMrush
Fernando Angulo
Sergio Sima...
Online Reputation Management
ORM includes all actions used to
influence the perception people
have about your brand
online...
The perception of a brand has very
little to do with the company logo
online reputation at #PMIEUR with @Fernandosemrush
The perception of a brand has very
little to do with the company slogan
online reputation at #PMIEUR with
Does perception matter?
online reputation at #PMIEUR with @Fernandosemrush
Do people like to tell everyone about
their experiences with brands?
online reputation at #PMIEUR with @Fernandosemrush
Let’s put our theory to practice!
online reputation at #PMIEUR with @Fernandosemrush
Do you know this brand?
Can you associate with this?
JOSHIE
online reputation at #PMIEUR with @Fernandosemrush
After I tell the story that Scott Stratten
told in PubCon Las Vegas, your
perception of a brand will not be the
same again...
A boy forgot his toy at the Ritz-Carlton
after a vacation and his parents called
the hotel’s lost and found department
and...
online reputation at #PMIEUR with @Fernandosemrush
Joshie taking the sun…
Joshie making new friends…
online reputation at #PMIEUR with @Fernandosemrush
Joshie working for the hotel…
online reputation at #PMIEUR with @Fernandosemrush
Joshie having a massage…
online reputation at #PMIEUR with @Fernandosemrush
Joshie driving to the beach…
online reputation at #PMIEUR with @Fernandosemrush
What was the reaction of the father?
online reputation at #PMIEUR with @Fernandosemrush
online reputation at #PMIEUR with @Fernandosemrush
"People are not looking for what
brands say about themselves, they
seek what others say about brands"
online reputation at...
Hundreds of places to leave opinions
What should brands do?
online reputation at #PMIEUR with @Fernandosemrush
5 SEMrush reputation strategies
for managing online reputation
1. Do not hide
online reputation at #PMIEUR with @Fernandos...
Do not hide
online reputation at #PMIEUR with @Fernandosemrush
Do not hide
online reputation at #PMIEUR with @Fernandosemrush
Do not hide
online reputation at #PMIEUR with @Fernandosemrush
Do not hide
online reputation at #PMIEUR with @Fernandosemrush
Do not hide
online reputation at #PMIEUR with @Fernandosemrush
5 SEMrush reputation strategies
for managing online reputation
1. Do not hide
2. Listen and react
online reputation at #PM...
Listen and React
online reputation at #PMIEUR with @Fernandosemrush
Listen and React
online reputation at #PMIEUR with @Fernandosemrush
Listen and React
online reputation at #PMIEUR with @Fernandosemrush
Listen and React
online reputation at #PMIEUR with @Fernandosemrush
5 SEMrush reputation strategies
for managing online reputation
1. Do not hide
2. Listen and React
3. Activate Industry Inf...
Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush
Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush
Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush
Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush
5 SEMrush reputation strategies
for managing online reputation
1. Do not hide
2. Listen and react
3. Activate Influencers
...
Measure
online reputation at #PMIEUR with @Fernandosemrush
Measure
online reputation at #PMIEUR with @Fernandosemrush
Measure and compare
online reputation at #PMIEUR with @Fernandosemrush
Measure
online reputation at #PMIEUR with @Fernandosemrush
5 SEMrush reputation strategies
for managing online reputation
1. Do not Hide
2. Listen and React
3. Activate Influencers
...
Plan your team work
SEMrush SMM Team
online reputation at #PMIEUR with @Fernandosemrush
Plan and Interact with your team
online reputation at #PMIEUR with @Fernandosemrush
Plan your Goals
online reputation at #PMIEUR with @Fernandosemrush
Reputation Management is a Team
work
online reputation at #PMIEUR with @Fernandosemrush
Don’t be a robot
online reputation at #PMIEUR with @Fernandosemrush
5 SEMrush reputation strategies
for managing online reputation
1. Do not Hide
2. Listen and React
3. Activate Influencers
...
Giving a Damm about your Online reputation
¡Guten Tag Berlin!
¡Guten Tag Berlin!
#PMIEUR
@akemola
Sergio Simarro Villalba
@akemola
Sergio Simarro Villalba
@akemola
Urlaub
Arbeit
Arbeit
Haus
Sergio Simarro Villalba
Giving a Damm about your Online reputation
@akemola
Brand Reputation Strategies
brand reputation strategies at #PMIEUR with @akemola
Digital Presence
Traffic
E- CRM
Digital Strategy
Campaña de Marketing...
brand reputation strategies at #PMIEUR with @akemola
Digital Presence
Traffic
E- CRM
Digital Strategy
Campaña de Marketing...
brand reputation strategies at #PMIEUR with @akemola
the customer journey (Traffic) by Google
https://www.thinkwithgoogle....
brand reputation strategies at #PMIEUR with @akemola
“90% of consumers get informed on
the Internet before buying.”
“75% o...
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
Internal Reviews Page
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
¿Using user reviews content? NO
• No ...
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
redcoon bewertung
¿Using user reviews...
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
¿Reviews Badge?
¿Trust Content?
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
hotel estrel berlin bewertung
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
Let’s create a review page with conte...
brand reputation strategies at #PMIEUR with @akemola
“Business Listings
can increase
your property's
exposure in front
of ...
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion
"To be 5 star,
appalling
hotel"
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion
"We regret that your
experience was not
pl...
brand reputation strategies at #PMIEUR with @akemola
“Is there anyone so wise as to learn by
the experience of others?” - ...
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
tyres online
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
http://semrush.com
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
http://semrush.com
brand
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
Let’s create new content...
brand reputation strategies at #PMIEUR with @akemola
“75% of Internet users change their
mind after reading the found revi...
brand reputation strategies at #PMIEUR with @akemola
Competition public weaknesses
shoe site:http://www.ekomi.co.uk
brand reputation strategies at #PMIEUR with @akemola
Competition public weaknesses
"After arranging collection
for a pair ...
brand reputation strategies at #PMIEUR with @akemola
Competition public weaknesses
shoe site:http://www.trustedshops.co.uk
brand reputation strategies at #PMIEUR with @akemola
Competition public weaknesses
"I placed my order on 25
December and s...
brand reputation strategies at #PMIEUR with @akemola
“We committed to total customer experience with the
brand, and discou...
brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury
g star
g star jeans
g star raw
g star sale...
brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury
brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury
brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury
Let’s create a price page with content,
in...
brand reputation strategies at #PMIEUR with @akemola
“90% of the data in the world today has
been created in the last two ...
brand reputation strategies at #PMIEUR with @akemola
Big Data reputation
brand reputation strategies at #PMIEUR with @akemola
Big Data reputation
brand reputation strategies at #PMIEUR with @akemola
Big Data reputation
nh comfortable
brand reputation strategies at #PMIEUR with @akemola
Customer reviewsBadges&Pages
Customer reviewsPromotion
TopPlayerslear...
brand reputation strategies at #PMIEUR with @akemola
When nothing works…
brand reputation strategies at #PMIEUR with @akemola
Fragen
brand reputation strategies at #PMIEUR with @akemola
Sergio Simarro Villalba
@akemola
http://www.linkedin.com/in/sergiosim...
Giving a damm about your online reputation
Giving a damm about your online reputation
Giving a damm about your online reputation
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Giving a damm about your online reputation

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Perfomance insights Marketing: Europe
Sergio Simarro from KPMG-ADN and Fernando Angulo from SEMrush shared the Stage in Berlin in June 2015.

Veröffentlicht in: Marketing
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Giving a damm about your online reputation

  1. 1. online reputation at #PMIEUR with @Fernandosemrush Head of International Partnerships, SEMrush Fernando Angulo Sergio Simarro T: @fernandosemrush W: semrush.com Head of Search, Conversion, Analytics and Reputation, KPMG-ADN T: @akemola W: sergiosimarro.com
  2. 2. Online Reputation Management ORM includes all actions used to influence the perception people have about your brand online reputation at #PMIEUR with @Fernandosemrush
  3. 3. The perception of a brand has very little to do with the company logo online reputation at #PMIEUR with @Fernandosemrush
  4. 4. The perception of a brand has very little to do with the company slogan online reputation at #PMIEUR with
  5. 5. Does perception matter? online reputation at #PMIEUR with @Fernandosemrush
  6. 6. Do people like to tell everyone about their experiences with brands? online reputation at #PMIEUR with @Fernandosemrush
  7. 7. Let’s put our theory to practice! online reputation at #PMIEUR with @Fernandosemrush
  8. 8. Do you know this brand?
  9. 9. Can you associate with this? JOSHIE online reputation at #PMIEUR with @Fernandosemrush
  10. 10. After I tell the story that Scott Stratten told in PubCon Las Vegas, your perception of a brand will not be the same again. online reputation at #PMIEUR with @Fernandosemrush
  11. 11. A boy forgot his toy at the Ritz-Carlton after a vacation and his parents called the hotel’s lost and found department and here is what they got... online reputation at #PMIEUR with @Fernandosemrush
  12. 12. online reputation at #PMIEUR with @Fernandosemrush
  13. 13. Joshie taking the sun…
  14. 14. Joshie making new friends… online reputation at #PMIEUR with @Fernandosemrush
  15. 15. Joshie working for the hotel… online reputation at #PMIEUR with @Fernandosemrush
  16. 16. Joshie having a massage… online reputation at #PMIEUR with @Fernandosemrush
  17. 17. Joshie driving to the beach… online reputation at #PMIEUR with @Fernandosemrush
  18. 18. What was the reaction of the father? online reputation at #PMIEUR with @Fernandosemrush
  19. 19. online reputation at #PMIEUR with @Fernandosemrush
  20. 20. "People are not looking for what brands say about themselves, they seek what others say about brands" online reputation at #PMIEUR with
  21. 21. Hundreds of places to leave opinions
  22. 22. What should brands do? online reputation at #PMIEUR with @Fernandosemrush
  23. 23. 5 SEMrush reputation strategies for managing online reputation 1. Do not hide online reputation at #PMIEUR with @Fernandosemrush
  24. 24. Do not hide online reputation at #PMIEUR with @Fernandosemrush
  25. 25. Do not hide online reputation at #PMIEUR with @Fernandosemrush
  26. 26. Do not hide online reputation at #PMIEUR with @Fernandosemrush
  27. 27. Do not hide online reputation at #PMIEUR with @Fernandosemrush
  28. 28. Do not hide online reputation at #PMIEUR with @Fernandosemrush
  29. 29. 5 SEMrush reputation strategies for managing online reputation 1. Do not hide 2. Listen and react online reputation at #PMIEUR with @Fernandosemrush
  30. 30. Listen and React online reputation at #PMIEUR with @Fernandosemrush
  31. 31. Listen and React online reputation at #PMIEUR with @Fernandosemrush
  32. 32. Listen and React online reputation at #PMIEUR with @Fernandosemrush
  33. 33. Listen and React online reputation at #PMIEUR with @Fernandosemrush
  34. 34. 5 SEMrush reputation strategies for managing online reputation 1. Do not hide 2. Listen and React 3. Activate Industry Influencers online reputation at #PMIEUR with @Fernandosemrush
  35. 35. Activate Industry Influencers online reputation at #PMIEUR with @Fernandosemrush
  36. 36. Activate Industry Influencers online reputation at #PMIEUR with @Fernandosemrush
  37. 37. Activate Industry Influencers online reputation at #PMIEUR with @Fernandosemrush
  38. 38. Activate Industry Influencers online reputation at #PMIEUR with @Fernandosemrush
  39. 39. 5 SEMrush reputation strategies for managing online reputation 1. Do not hide 2. Listen and react 3. Activate Influencers 4. Measure online reputation at #PMIEUR with @Fernandosemrush
  40. 40. Measure online reputation at #PMIEUR with @Fernandosemrush
  41. 41. Measure online reputation at #PMIEUR with @Fernandosemrush
  42. 42. Measure and compare online reputation at #PMIEUR with @Fernandosemrush
  43. 43. Measure online reputation at #PMIEUR with @Fernandosemrush
  44. 44. 5 SEMrush reputation strategies for managing online reputation 1. Do not Hide 2. Listen and React 3. Activate Influencers 4. Measure 5. Plan online reputation at #PMIEUR with @Fernandosemrush
  45. 45. Plan your team work SEMrush SMM Team online reputation at #PMIEUR with @Fernandosemrush
  46. 46. Plan and Interact with your team online reputation at #PMIEUR with @Fernandosemrush
  47. 47. Plan your Goals online reputation at #PMIEUR with @Fernandosemrush
  48. 48. Reputation Management is a Team work online reputation at #PMIEUR with @Fernandosemrush
  49. 49. Don’t be a robot online reputation at #PMIEUR with @Fernandosemrush
  50. 50. 5 SEMrush reputation strategies for managing online reputation 1. Do not Hide 2. Listen and React 3. Activate Influencers 4. Measure 5. Plan online reputation at #PMIEUR with @Fernandosemrush
  51. 51. Giving a Damm about your Online reputation
  52. 52. ¡Guten Tag Berlin!
  53. 53. ¡Guten Tag Berlin! #PMIEUR @akemola
  54. 54. Sergio Simarro Villalba @akemola
  55. 55. Sergio Simarro Villalba @akemola Urlaub Arbeit Arbeit Haus
  56. 56. Sergio Simarro Villalba Giving a Damm about your Online reputation @akemola Brand Reputation Strategies
  57. 57. brand reputation strategies at #PMIEUR with @akemola Digital Presence Traffic E- CRM Digital Strategy Campaña de Marketing Awareness Consideration Preference Visit to web Purchase E-CRM Experience Loyalty Advocacy Web Analytics the customer journey
  58. 58. brand reputation strategies at #PMIEUR with @akemola Digital Presence Traffic E- CRM Digital Strategy Campaña de Marketing Awareness Consideration Preference Visit to web Purchase E-CRM Experience Loyalty Advocacy Web Analytics Brand Reputation Strategies the customer journey
  59. 59. brand reputation strategies at #PMIEUR with @akemola the customer journey (Traffic) by Google https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html Traffic sources covered by Brand Reputation Strategies
  60. 60. brand reputation strategies at #PMIEUR with @akemola “90% of consumers get informed on the Internet before buying.” “75% of Internet users change their mind after reading the found reviews.” http://www.the-emagazine.com/ecommerce/el-90-de-consumidores-se-informa-en-la-red-antes-de-comprar http://www.the-emagazine.com/ecommerce/categoria-90-analitica/2603-noticia-el-75-de-los-internautas-cambia-de-idea-de-compra-tras-leer- los-comentarios-en-la-red
  61. 61. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages
  62. 62. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages
  63. 63. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages Internal Reviews Page
  64. 64. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages ¿Using user reviews content? NO • No Dynamic Content • and…
  65. 65. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages redcoon bewertung ¿Using user reviews content? NO • No Dynamic Content • No Rich Snippets that means: • Less Visibility • Less CTR • Less Traffic • Less Control
  66. 66. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages
  67. 67. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages ¿Reviews Badge? ¿Trust Content?
  68. 68. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages hotel estrel berlin bewertung
  69. 69. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages Let’s create a review page with content, including search patterns for: REVIEWS COMMENTS TESTIMONIALS ADVICES CLAIMS COMPLAINTS BRAND +
  70. 70. brand reputation strategies at #PMIEUR with @akemola “Business Listings can increase your property's exposure in front of 340 million unique monthly visitors.” http://www.tripadvisor.co.uk/BusinessListings
  71. 71. brand reputation strategies at #PMIEUR with @akemola Customer reviews Promotion
  72. 72. brand reputation strategies at #PMIEUR with @akemola Customer reviews Promotion
  73. 73. brand reputation strategies at #PMIEUR with @akemola Customer reviews Promotion "To be 5 star, appalling hotel"
  74. 74. brand reputation strategies at #PMIEUR with @akemola Customer reviews Promotion "We regret that your experience was not pleasant. Please contact us for your next visit and will do everything possible to… "
  75. 75. brand reputation strategies at #PMIEUR with @akemola “Is there anyone so wise as to learn by the experience of others?” - Voltaire
  76. 76. brand reputation strategies at #PMIEUR with @akemola Top Players learnings: protecting your Brand
  77. 77. brand reputation strategies at #PMIEUR with @akemola Top Players learnings: protecting your Brand
  78. 78. brand reputation strategies at #PMIEUR with @akemola Top Players learnings: protecting your Brand tyres online
  79. 79. brand reputation strategies at #PMIEUR with @akemola Top Players learnings: protecting your Brand http://semrush.com
  80. 80. brand reputation strategies at #PMIEUR with @akemola Top Players learnings: protecting your Brand http://semrush.com brand
  81. 81. brand reputation strategies at #PMIEUR with @akemola Top Players learnings: protecting your Brand Let’s create new contents for future searches, including search patterns for: TELEPHONE ADRESS LOCATIONS, HEAD OFFICES [CITIES] or [NEIGHBOURHOOD] OPENING TIMES ONLINE BRAND +
  82. 82. brand reputation strategies at #PMIEUR with @akemola “75% of Internet users change their mind after reading the found reviews.”
  83. 83. brand reputation strategies at #PMIEUR with @akemola Competition public weaknesses shoe site:http://www.ekomi.co.uk
  84. 84. brand reputation strategies at #PMIEUR with @akemola Competition public weaknesses "After arranging collection for a pair of boots on line, i then had to phone as courier never turned up. Arranged other collection again courier never turned up on arranged day but arrived 2 days later unfortunately i was out"
  85. 85. brand reputation strategies at #PMIEUR with @akemola Competition public weaknesses shoe site:http://www.trustedshops.co.uk
  86. 86. brand reputation strategies at #PMIEUR with @akemola Competition public weaknesses "I placed my order on 25 December and still don't have the boots. I have spoken to your customer service and have not heard anything back. So so far the service has been very poor."
  87. 87. brand reputation strategies at #PMIEUR with @akemola “We committed to total customer experience with the brand, and discounts contradict this line.” http://ecommerce-news.es/actualidad/apostamos-por-la-experiencia-total-del-consumidor-con-la-marca-y-los-descuentos-contradicen-esta- linea-3799.html
  88. 88. brand reputation strategies at #PMIEUR with @akemola Cheapxury = cheap + luxury g star g star jeans g star raw g star sales g star uk
  89. 89. brand reputation strategies at #PMIEUR with @akemola Cheapxury = cheap + luxury
  90. 90. brand reputation strategies at #PMIEUR with @akemola Cheapxury = cheap + luxury
  91. 91. brand reputation strategies at #PMIEUR with @akemola Cheapxury = cheap + luxury Let’s create a price page with content, including search patterns for: PRICE OFFER DISCOUNT SALES CHEAP COUPON CODE OUTLET BRAND +
  92. 92. brand reputation strategies at #PMIEUR with @akemola “90% of the data in the world today has been created in the last two years.” http://www-01.ibm.com/software/data/bigdata/what-is-big-data.html
  93. 93. brand reputation strategies at #PMIEUR with @akemola Big Data reputation
  94. 94. brand reputation strategies at #PMIEUR with @akemola Big Data reputation
  95. 95. brand reputation strategies at #PMIEUR with @akemola Big Data reputation nh comfortable
  96. 96. brand reputation strategies at #PMIEUR with @akemola Customer reviewsBadges&Pages Customer reviewsPromotion TopPlayerslearnings:protectingyourBrand Competitionpublicweaknesses Cheapxury=cheap+luxury BigDatareputation
  97. 97. brand reputation strategies at #PMIEUR with @akemola When nothing works…
  98. 98. brand reputation strategies at #PMIEUR with @akemola Fragen
  99. 99. brand reputation strategies at #PMIEUR with @akemola Sergio Simarro Villalba @akemola http://www.linkedin.com/in/sergiosimarro Giving a Damm about your Online reputation Brand Reputation Strategies

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