giving a damm about your online reputation

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-ADNT: @akemola W: sergiosimarro.com

Online Reputation Management

ORM includes all actions used to influence the perception people have about your brand


The perception of a brand has very little to do with the company logo


The perception of a brand has very little to do with the company slogan


Does perception matter?


Do people like to tell everyone about their experiences with brands?


Let’s put our theory to practice!


Do you know this brand?

Can you associate with this?

JOSHIE


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 here is what they got...


Joshie taking the sun…

Joshie making new friends…


Joshie working for the hotel…


Joshie having a massage…


Joshie driving to the beach…


What was the reaction of the father?


"People are not looking for what brands say about themselves, they seek what others say about brands"

online reputation at #PMIEUR with

Hundreds of places to leave opinions

What should brands do?


5 SEMrush reputation strategies for managing online reputation

1. Do not hide


Do not hide



1. Do not hide2. Listen and react


Listen and React



1. Do not hide2. Listen and React3. Activate Industry Influencers


Activate Industry Influencers



1. Do not hide2. Listen and react3. Activate Influencers4. Measure


Measure


Measure and compare


Measure



1. Do not Hide2. Listen and React3. Activate Influencers4. Measure5. Plan


Plan your team work

SEMrush SMM Team


Plan and Interact with your team


Plan your Goals


Reputation Management is a Team work


Don’t be a robotonline reputation at #PMIEUR with @Fernandosemrush


1. Do not Hide2. Listen and React3. Activate Influencers4. Measure5. Plan


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 StrategyCampaña de Marketing

Awareness

Consideration

Preference

Visit to web

Purchase

E-CRM

Experience

Loyalty

Advocacy Web Analytics

the customerjourney


Digital Presence

Traffic

E- CRM

Digital StrategyCampaña de Marketing

Awareness

Consideration

Preference

Visit to webPurchase

E-CRM

Experience

Loyalty

Advocacy Web Analytics

Brand Reputation Strategies

the customer journey


the customer journey (Traffic) by Google

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

Traffic sources covered by Brand Reputation Strategies

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html


“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

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

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


Customer reviews Badges & Pages



Internal Reviews Page



¿Using user reviews content? NO

• No Dynamic Content

• and…



redcoon bewertung

¿Using user reviews content? NO

• No Dynamic Content

• No Rich Snippets that means:• Less Visibility• Less CTR• Less Traffic• Less Control



¿Reviews Badge?¿Trust Content?


Customer reviews Badges & Pageshotel estrel berlin bewertung



Let’s create a review page with content, including search patterns for:

REVIEWSCOMMENTSTESTIMONIALSADVICESCLAIMSCOMPLAINTS

BRAND +


“Business Listings can increase your property's exposure in front of 340 million unique monthly visitors.”

http://www.tripadvisor.co.uk/BusinessListings

http://www.tripadvisor.co.uk/BusinessListings


Customer reviews Promotion



"To be 5 star, appalling

hotel"



"We regret that your experience was not

pleasant. Please contact us for your

next visit and will do everything possible

to… "


“Is there anyone so wise as to learn by the experience of others?” - Voltaire


Top Players learnings: protecting your Brand



tyres online



http://semrush.com

http://semrush.com/



http://semrush.com

brand

http://semrush.com/



Let’s create new contents for future searches, including search patterns for:

TELEPHONEADRESSLOCATIONS, HEAD OFFICES[CITIES] or [NEIGHBOURHOOD]OPENING TIMESONLINE

BRAND +


“75% of Internet users change their mind after reading the found

reviews.”


Competition public weaknessesshoe site:http://www.ekomi.co.uk


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"


Competition public weaknessesshoe site:http://www.trustedshops.co.uk


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."


“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




Cheapxury = cheap + luxury

g star

g star jeans

g star raw

g star sales

g star uk



Let’s create a price page with content, including search patterns for:

PRICEOFFERDISCOUNTSALESCHEAPCOUPON CODEOUTLET

BRAND +


“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

http://www-01.ibm.com/software/data/bigdata/what-is-big-data.html


Big Data reputation


Big Data reputationnh comfortable


Customer reviews Badges & PagesCustomer reviews PromotionTop Players learnings: protecting your BrandCompetition public weaknessesCheapxury = cheap + luxuryBig Data reputation


When nothing works…


Fragen


Sergio Simarro Villalba

@akemola

http://www.linkedin.com/in/sergiosimarro

Giving a Damm about your Online reputationBrand Reputation Strategies

giving a damm about your online reputation

Marketing

joshie online reputation

brand online reputation

brands online reputation

hotel online reputation

massage online reputation

beach online reputation

company logo online

new friends online reputation