reputation management: what in the world (wide web) are...
TRANSCRIPT
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Reputation Management:
What in the world (wide web) are they thinking?
Lori Reed
Director of Marketing
InsureMe.com
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About InsureMe:
Online lead generator
Serving 10,000 agents nationwide
Projecting over 4 Million Leads Delivered in 2008
#2 best place to work in America
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Managing Your Reputation
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•Commercial Internet 101
•Reputation Management 101
•Whatcha gonna do about it?
•Radical Transparancy
Reputation Management
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Part One:Commercial Internet 101
What’s happening on the internet
…why you need to care
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210,080,067 Americans are online
Source:
InternetWorldStats.com
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The Importance of Search Engines
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75% of Yahoo survey respondents said they
turned to a search engine
because they couldn’t remember a URL from a
TV ad
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56% of people arrived at a website
they didn’t intend to …
because it appeared in their search results
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Source: comScore; April 2008
80% of new policies writtenused the internet to get information about auto insurance before they bought
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What’s it all mean?
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Good news!
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Purchasing with a local agent has always been, and still
remains, the primary method by which people purchase
insurance
Source: comScore; April 2008
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The rub:
“For marketers who have ignored or underplayed
cyberspace, it’s probably a good time to panic a little.
Rob Norman, CEO Group M Interactive
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Web 2.0
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Our way
Our words
Our opinions
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• User Generated Content
• Interactive Internet
• A 2 way dialogue
• Power to the people
• Content is …questionable
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The Internet Never Sleeps
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•Key word
• URL
• HTML
• Hyperlink
• Pay per click
• Search engine results page
The nuts and bolts
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‘Search word’ to the user is a ‘key word’ to Google
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URLAn acronym for "Uniform Resource
Locator," this is the address of a resource on the Internet.
- www.valpo.edu/library/jargon.html
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HTML behind the page
• descriptors
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Link or Hyperlink
Link juice, reciprocal links, link action…
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PPC
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Ads $Ads$
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“Health Insurance” Click
=
$5 - $7
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WOWIE!
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SERP – Search Engine Results Page
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How Do I Get Up Here?
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Search Enginesand
Search Engine Optimization
SEO
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Once you know the new rules, you can use it to control your image in ways you never
could before.
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What should you be doing for
Reputation Management?
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Reputation Management Tips
• Have your own website, with your name in it
–Make it SEO friendly
–Register your domain for a long time
• Purchase similar domains
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Join Social/Business Networks
• Myspace
• Linked In
• Face Book
• From ‘Avatars United’ to ‘Zude’
• The ones you get invited to join
• Use your real name, or it won’t help your reputation
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Share Your Photos with Flickr
• Upload photos of you,
• your company logo,
• your products,
• and label them using your name.
• Voila! You’ve just added a dozen pages of content, each labeled with your company name!
• Flickr.com
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Google Bomb Yourself
• Press releases with links to your company
• Write articles for publications
• Blog
• Join industry forums (use your real name)
• Alerts (http://alerts.yahoo.com/ and www.google.com/alerts).
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What about when you’re in a pickle?
• Verify internally
• Be honest, take the high road
– Offer to resolve personally
• Don’t ignore or hide– Add response to your web site
– Engage professionals
– Engage an attorney
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You can hire someone to do it for you!
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Radical Transparency
another way to view
Reputation Management
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you better join in the conversation
The blogosphere is talking….
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Fire the publicist. Go off message. Let all your employees blab and blog.
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What’s expected of a corporation today
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Direct Communication
CEO 2.0
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sharing
• Gold Corp
• Software
• Product improvements
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Product is the new marketing
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You’re awake!(or at least now able to get more coffee.)
Check out the Agent InsureMe Blogwww.insuremeblog.com
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SEO
Make it easy for the spiders to understand your website
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Title Tags
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HTML behind the page
• descriptors
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Content on the page
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But, it’s really all about
the links
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Where do Links Come From?
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Get Links From:
• Friends, family, business
associates
• Blogs, articles, press releases
• When you do something
(positive) that is link worthy
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•Commercial Internet 101
•Reputation Management 101
•Whatcha gonna do about it?
•Radical Transparancy
Reputation Management
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The web can build your brand and image
It can also crush your reputation
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• Reputation management system
• Reputation management consultants
• Reputation management company
• Reputation Economy
• Chief Reputation Strategist
• Googlebombed
A new industry has blossomed
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Reputation Management
Currently, the process of
tracking an entity’s actions, and
opinions about those actions;
reporting on those actions and opinions; and
reacting to that report.
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What’s a poor fellow to do?