how to protect your brand and your bottom line from negative buzz

www.losangeleswebstrategies.com

Could this happen to you?

Ouch.


Would you even know it?!

Is your business getting blasted someplace online without you even knowing?!


It takes forever to build a good reputation, but only a seconds to destroy it.

A difference of one “star” in average rating led to difference in revenues of 5 to 9 percent.

-2011 Harvard Business Review Study


Study: 90% trust online recommendations from people they know, and 70% trust opinions of unknown users they have never met.

-Econsultancy (July 2009)


“Negative reviews can hang an albatross around your neck if they appear prominently in search results.”

-Kermitt Pattison, NYTimes.com

Protecting Your Reputation

The “New PR”

• Online reputation management (ORM)• Multidisciplinary approach involving

old strategies and new tactics• Proactive and reactive

Elements of ORM

Policies and proceduresContent creationSocial media managementRelationship buildingMitigation / crisis man-agement


Who needs it?

• Organizations of all sizes• Retailers, restaurants + hotels• Lawyers, accountants + other

professional services• Physicians, dentists + other healthcare

providers • Celebrities, athletes and politicians• Anyone who needs help improving their

online reputation

Monitor, manage, promote

Monitor

• Social media (Twitter, Facebook, et. al) • Blogs• SERPS• Message boards/forums • Location-based directories

(Foursquare, Yelp, etc.)• Key influencers

Free Monitoring Tools

• Google Alerts• Social Mention• TweetDeck• RSS readers


Manage

• Claim your listings• Respond to complaints (if necessary)• Encourage positive reviews


Claim Your Listings

Respond to Complaints


Encourage Positive Reviews


Promote

• Social media promotions• Local directory management (e.g. Google

Places)• Company blogging / website management• Press releases• YouTube (SEO!)• Customer outreach• Advertize (Google, Facebook, LinkedIn , et.

al)www.losangeleswebstrategies.com

Best Practices

Make ORM an ongoing part of your business.


Be willing to face hard truths.


“A bad apology is worse than no apology.”

-Randy Pausch

Take complaints seriously, not personally.


Questions?

We’d love to help.

• Just get in touch!


(213) 607-9100

how to protect your brand and your bottom line from negative buzz

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