Online Brand & Reputation Management

#FVIMSFoxValleyIMSummit.com

Online Brand Management

Sean McGinnisMarketing General Manager, Director

Sears PartsDirectwww.searspartsdirect.com


AgendaClearly define your brand

Track your brand online

Manage reviews proactively

Control search results


Clearly define your brand


• A sentence - the shorter and more succinct the better. Brand Promise

• A series of words. As few as possible. 3-5?Brand

PersonalityHow you would want a customer to describe

you company.

• A series of words. As few as possible. 3-5?

Brand ToneHow you communicate with

customers.How a customer would describe an

interaction or conversation with you.

• A series of phrases. As few as possible. 3-5?Brand Goals How you want customers to think about you.

What is unique about your offering.

• A series of words. As few as possible. 3-5?Brand Core Values

What you want customers to say you stand for.


Track your brand online


Setup Series of Google Alerts


Ideas for what to track in via alerts

• Brand name• Product names• Trade names• Competitors• Competitor product

names

• Industry keywords & buzzwords

• Misspellings & urls• Executive names


Social listening outpost

Free


Social listening outpost

Free Paid


Additional tools for brands

• Meltwater Buzz• Brandwatch• Trendrr• ViralHeat• SocialMention• Argyle Social

• spredfast• sprinklr• postling• Sprout Social• Salesforce• Vocus• Sysomos


Manage reviews proactively


Brand reputation goes beyond social


Can You Solicit Reviews?• Conflict of interest: Reviews are only valuable when they are honest

and unbiased. For instance, as a business owner or employee you should not review your own business or current place of work. Don’t offer money or product to others to write reviews for your business or write negative reviews about a competitor. We also discourage specialized review stations or kiosks set up at your place of business for the sole purpose of soliciting reviews. As a reviewer, you should not accept money or product from a business to write a review about them. Additionally, don’t feel compelled to review a certain way just because an employee of that business asked you to do so. Finally, don’t post reviews on behalf of others or misrepresent your identity or affiliation with the place you are reviewing.

http://support.google.com/places/bin/answer.py?hl=en&topic=1656880&answer=187622





Does this cross the line?


The Web Site


The Reviews


The Local Search Results


The Search Results


Control search results


Assess & inventory search results


Mark search results to target

• Identify negative search results you wish to remove from first page.

• Identify positive search results on page 2-5 you wish to drive higher.

• Identify neutral search results (those not negative but not positive – maybe not even about you).

Get a clear picture of the current landscape


Complete profiles on well regarded


Build Sites on Branded Domains


Guest posts


Link & Promote Wisely• Link to results you want improved to move from

other positive and powerful assets. • Promote posts and guest posts from social media

and other locations.• Link back to your hub locations from all guest post

bios.• Create content (posts, articles, videos, pictures,

graphics) that is viral in nature and will be shared by others.


Create Link Hubs
