Deck from a presentation to Spokane MarCom on Reputation Management...how to manage how you show up in search.

1. Reputation Management
in six (sort of) easy steps.
Presented by
Mickey Lonchar
Quisenberry Marketing & Design

2. “Your Permanent Record,”
circa 1960’s:

3. “Your Permanent Record,”
circa 2012:
The “picture” people get about you is defined
by how you show up in search results.

4. Your next resume: Google.

5. What people used to do after a
bad experience:

6. What people now do after
a bad experience:

7. What people now do after
a bad experience:

8. What people now do after
a bad experience:

9. What people now do after
a bad experience:

10. What people now do after
a bad experience:

11. Goals of Reputation
Management?

12. Goals of Reputation
Management?
• Improve “sentiment” of comments.

13. Goals of Reputation
Management?
• Improve “sentiment” of comments.
• Have the most-positive mentions rank
higher.

14. Goals of Reputation
Management?
• Improve “sentiment” of comments.
• Have the most-positive mentions rank
higher.
• Have more people spread your “positive”
content.

15. 1. Accept that knowledge
is power.
• “If I ignore it, maybe everyone else
will too.” Not.

16. 1. Accept that knowledge
is power.
• “If I ignore it, maybe everyone else
will too.” Not.
• Know what’s being said so you can
address it.

17. 1. Accept that knowledge
is power.

18. 1. Accept that knowledge
is power.

19. 2. Take steps to “organize
the speech.”

20. 2. Take steps to “organize
the speech.”
• Add fresh, interesting
content on a regular basis.

21. 2. Take steps to “organize
the speech.”
• Add fresh, interesting
content on a regular basis.
•Use tags and meta data.

22. 2. Take steps to “organize
the speech.”
• Add fresh, interesting
content on a regular basis.
• Use tags and meta data.
• Correctly “claim” the
listings you’re entitled to.

23. 2. Take steps to “organize
the speech.”

24. 2. Take steps to “organize
the speech.”

25. 2. Take steps to “organize
the speech.”

26. 2. Take steps to “organize
the speech.”

27. 3. Give visitors a place to
talk about you.

28. 3. Give visitors a place to
talk about you.
• Social Media (Facebook,
Twitter, etc.)

29. 3. Give visitors a place to
talk about you.
• Social Media (Facebook,
Twitter, etc.)
• Blogs

30. 3. Give visitors a place to
talk about you.
• Social Media (Facebook,
Twitter, etc.)
• Blogs
• Social Media buttons/
badges

31. 3. Give visitors a place to
talk about you.

32. 3. Give visitors a place to
talk about you.

33. 3. Give visitors a place to
talk about you.

34. 3. Give visitors a place to
talk about you.

35. 4. Rationally respond to the
not-so-good stuff.

36. 4. Rationally respond to the
not-so-good stuff.
• Do it with an attitude
of “helping.”

37. 4. Rationally respond to the
not-so-good stuff.
• Do it with an attitude
of “helping.”
• Be transparent & sincere.

38. 4. Rationally respond to the
not-so-good stuff.
• Do it with an attitude
of “helping.”
• Be transparent & sincere.
• Migrate complaints off-line.

39. 4. Rationally respond to the
not-so-good stuff.
• “One-on-one conversation
in front of hundreds of
people.”

40. 5. Reach out to people & groups
who love your brand.

41. 5. Reach out to people & groups
who love your brand.
• Invite them to comment
and share.

42. 5. Reach out to people & groups
who love your brand.
• Invite them to comment
and share.
• Drive engagement with
social apps.

43. 5. Reach out to people & groups
who love your brand.
• Invite them to comment
and share.
• Drive engagement with
social apps.
• “Crowdsource” & co-create.

44. 5. Reach out to people & groups
who love your brand.
• Turn frequent contributors
into “advocates.”

45. 6. Check Google results regular
& routinely publish new content.

46. 6. Check Google results regular
& routinely publish new content.
• Google indexes “pages” not
web sites.

47. 6. Check Google results regular
& routinely publish new content.
• Google indexes “pages” not
web sites.
• Use blogs to indirectly
answer negative posts.

48. Reputation Management Bonuses:

49. Reputation Management Bonuses:
• Learn more about your
customers’ preferences.

50. Reputation Management Bonuses:
• Learn more about your
customers’ preferences.
• Real-time feedback.

51. Reputation Management Bonuses:
• Learn more about your
customers’ preferences.
• Real-time feedback.
• Nurture customer loyalty.

52. Questions?

53. Contact info:
mickey@quisenberry.net
Blog: quisenblog.com
Twitter: @mickeylonchar
Request a pdf of this presentation at mickey@quisenberry.net