T: @fernandosemrush
W: semrush.com
Head of Search, Conversion, Analytics and Reputation, KPMG-ADN
T: @akemola
W: sergiosimarro.com
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Giving a Damn About Your Online Reputation презентация
Содержание
- 2. online reputation at #PMIEUR with @Fernandosemrush Head
- 3. Online Reputation Management ORM includes all actions
- 4. The perception of a brand has very
- 5. The perception of a brand has very
- 6. Does perception matter? online reputation at #PMIEUR with @Fernandosemrush
- 7. Do people like to tell everyone about
- 9. Let’s put our theory to practice! online reputation at #PMIEUR with @Fernandosemrush
- 10. Do you know this brand?
- 11. Can you associate with this? JOSHIE online reputation at #PMIEUR with @Fernandosemrush
- 12. After I tell the story that Scott
- 13. A boy forgot his toy at the
- 14. online reputation at #PMIEUR with @Fernandosemrush
- 15. Joshie taking the sun…
- 16. Joshie making new friends… online reputation at #PMIEUR with @Fernandosemrush
- 17. Joshie working for the hotel… online reputation at #PMIEUR with @Fernandosemrush
- 18. Joshie having a massage… online reputation at #PMIEUR with @Fernandosemrush
- 19. Joshie driving to the beach… online reputation at #PMIEUR with @Fernandosemrush
- 20. What was the reaction of the father? online reputation at #PMIEUR with @Fernandosemrush
- 21. online reputation at #PMIEUR with @Fernandosemrush
- 22. "People are not looking for what
- 24. Hundreds of places to leave opinions
- 25. What should brands do? online reputation at #PMIEUR with @Fernandosemrush
- 26. 5 SEMrush reputation strategies for managing online
- 27. Do not hide online reputation at #PMIEUR with @Fernandosemrush
- 28. Do not hide online reputation at #PMIEUR with @Fernandosemrush
- 29. Do not hide online reputation at #PMIEUR with @Fernandosemrush
- 30. Do not hide online reputation at #PMIEUR with @Fernandosemrush
- 31. Do not hide online reputation at #PMIEUR with @Fernandosemrush
- 32. 5 SEMrush reputation strategies for managing online
- 33. Listen and React online reputation at #PMIEUR with @Fernandosemrush
- 34. Listen and React online reputation at #PMIEUR with @Fernandosemrush
- 35. Listen and React online reputation at #PMIEUR with @Fernandosemrush
- 36. Listen and React online reputation at #PMIEUR with @Fernandosemrush
- 37. 5 SEMrush reputation strategies for managing online
- 38. Activate Industry Influencers online reputation at #PMIEUR with @Fernandosemrush
- 39. Activate Industry Influencers online reputation at #PMIEUR with @Fernandosemrush
- 40. Activate Industry Influencers online reputation at #PMIEUR with @Fernandosemrush
- 41. Activate Industry Influencers online reputation at #PMIEUR with @Fernandosemrush
- 42. 5 SEMrush reputation strategies for managing online
- 43. Measure online reputation at #PMIEUR with @Fernandosemrush
- 44. Measure online reputation at #PMIEUR with @Fernandosemrush
- 45. Measure and compare online reputation at #PMIEUR with @Fernandosemrush
- 46. Measure online reputation at #PMIEUR with @Fernandosemrush
- 47. 5 SEMrush reputation strategies for managing online
- 48. Plan your team work SEMrush SMM Team online reputation at #PMIEUR with @Fernandosemrush
- 49. Plan and Interact with your team online reputation at #PMIEUR with @Fernandosemrush
- 50. Plan your Goals online reputation at #PMIEUR with @Fernandosemrush
- 51. Reputation Management is a Team work online reputation at #PMIEUR with @Fernandosemrush
- 52. Don’t be a robot online reputation at #PMIEUR with @Fernandosemrush
- 53. 5 SEMrush reputation strategies for managing online
- 54. Giving a Damm about your Online reputation
- 55. ¡Guten Tag Berlin!
- 56. ¡Guten Tag Berlin! #PMIEUR @akemola
- 57. Sergio Simarro Villalba @akemola
- 58. Sergio Simarro Villalba @akemola Urlaub Arbeit Arbeit Haus
- 59. Sergio Simarro Villalba Giving a
- 60. Digital Presence Traffic E- CRM
- 61. Digital Presence Traffic E- CRM
- 62. the customer journey (Traffic) by Google
- 63. “90% of consumers get informed on the
- 64. Customer reviews Badges & Pages
- 65. Customer reviews Badges & Pages
- 66. Customer reviews Badges & Pages Internal Reviews Page
- 67. Customer reviews Badges & Pages ¿Using
- 68. Customer reviews Badges & Pages redcoon
- 69. Customer reviews Badges & Pages
- 70. Customer reviews Badges & Pages ¿Reviews Badge? ¿Trust Content?
- 71. Customer reviews Badges & Pages hotel estrel berlin bewertung
- 72. Customer reviews Badges & Pages Let’s
- 73. “Business Listings can increase your property's exposure
- 74. Customer reviews Promotion
- 75. Customer reviews Promotion
- 76. Customer reviews Promotion "To be 5 star, appalling hotel"
- 77. Customer reviews Promotion "We regret that
- 78. “Is there anyone so wise as to
- 79. Top Players learnings: protecting your Brand
- 80. Top Players learnings: protecting your Brand
- 81. Top Players learnings: protecting your Brand tyres online
- 82. Top Players learnings: protecting your Brand http://semrush.com
- 83. Top Players learnings: protecting your Brand http://semrush.com brand
- 84. Top Players learnings: protecting your Brand
- 85. “75% of Internet users change their mind after reading the found reviews.”
- 86. Competition public weaknesses shoe site:http://www.ekomi.co.uk
- 87. Competition public weaknesses "After arranging collection
- 88. Competition public weaknesses shoe site:http://www.trustedshops.co.uk
- 89. Competition public weaknesses "I placed my
- 90. “We committed to total customer experience with
- 91. Cheapxury = cheap + luxury g
- 92. Cheapxury = cheap + luxury
- 93. Cheapxury = cheap + luxury
- 94. Cheapxury = cheap + luxury Let’s
- 95. “90% of the data in the world
- 96. Big Data reputation
- 97. Big Data reputation
- 98. Big Data reputation nh comfortable
- 99. Customer reviews Badges & Pages
- 100. When nothing works…
- 101. Fragen
- 102. Sergio Simarro Villalba @akemola http://www.linkedin.com/in/sergiosimarro Giving
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-ADN T: @akemola
Слайд 2online reputation at #PMIEUR with @Fernandosemrush
Head of International Partnerships, SEMrush
Fernando Angulo
Sergio
Simarro
Слайд 3Online Reputation Management
ORM includes all actions used to influence the perception
people have about your brand
online reputation at #PMIEUR with @Fernandosemrush
Слайд 4The perception of a brand has very little to do with
the company logo
online reputation at #PMIEUR with @Fernandosemrush
Слайд 5The perception of a brand has very little to do with
the company slogan
online reputation at #PMIEUR with @Fernandosemrush
Слайд 7Do people like to tell everyone about their experiences with brands?
online
reputation at #PMIEUR with @Fernandosemrush
Слайд 12After I tell the story that Scott Stratten told in PubCon
Las Vegas, your perception of a brand will not be the same again.
online reputation at #PMIEUR with @Fernandosemrush
Слайд 13A 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...
online reputation at #PMIEUR with @Fernandosemrush
Слайд 22
"People are not looking for what brands say about themselves, they
seek what others say about brands"
online reputation at #PMIEUR with
Слайд 265 SEMrush reputation strategies for managing online reputation
Do not hide
online reputation
at #PMIEUR with @Fernandosemrush
Слайд 325 SEMrush reputation strategies for managing online reputation
Do not hide
Listen and
react
online reputation at #PMIEUR with @Fernandosemrush
Слайд 375 SEMrush reputation strategies for managing online reputation
Do not hide
Listen and
React
Activate Industry Influencers
Activate Industry Influencers
online reputation at #PMIEUR with @Fernandosemrush
Слайд 425 SEMrush reputation strategies for managing online reputation
Do not hide
Listen and
react
Activate Influencers
Measure
Activate Influencers
Measure
online reputation at #PMIEUR with @Fernandosemrush
Слайд 475 SEMrush reputation strategies for managing online reputation
Do not Hide
Listen and
React
Activate Influencers
Measure
Plan
Activate Influencers
Measure
Plan
online reputation at #PMIEUR with @Fernandosemrush
Слайд 535 SEMrush reputation strategies for managing online reputation
Do not Hide
Listen and
React
Activate Influencers
Measure
Plan
Activate Influencers
Measure
Plan
online reputation at #PMIEUR with @Fernandosemrush
Слайд 59
Sergio Simarro Villalba
Giving a Damm about your Online reputation
@akemola
Brand Reputation Strategies
Слайд 60
Digital Presence
Traffic
E- CRM
Digital Strategy
Campaña de Marketing
Awareness
Consideration
Preference
Visit to web
Purchase
E-CRM
Experience
Loyalty
Advocacy
Web Analytics
the customer
journey
Слайд 61
Digital Presence
Traffic
E- CRM
Digital Strategy
Campaña de Marketing
Awareness
Consideration
Preference
Visit to web
Purchase
E-CRM
Experience
Loyalty
Advocacy
Web Analytics
Brand Reputation Strategies
the
customer
journey
Слайд 62
the customer journey (Traffic) by Google
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
Traffic sources covered by Brand Reputation
Strategies
Слайд 63“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
Слайд 68Customer reviews Badges & Pages
redcoon bewertung
¿Using user reviews content? NO
No Dynamic Content
No Rich Snippets that means:
Less Visibility
Less CTR
Less Traffic
Less Control
No Rich Snippets that means:
Less Visibility
Less CTR
Less Traffic
Less Control
Слайд 72Customer reviews Badges & Pages
Let’s create a review page with content,
including search patterns for:
REVIEWS
COMMENTS
TESTIMONIALS
ADVICES
CLAIMS
COMPLAINTS
BRAND +
Слайд 73“Business Listings can increase your property's exposure in front of 340
million unique monthly visitors.”
http://www.tripadvisor.co.uk/BusinessListings
Слайд 77Customer reviews Promotion
"We regret that your experience was not pleasant. Please
contact us for your next visit and will do everything possible to… "
Слайд 84Top Players learnings: protecting your Brand
Let’s create new contents for future
searches, including search patterns for:
TELEPHONE
ADRESS
LOCATIONS, HEAD OFFICES
[CITIES] or [NEIGHBOURHOOD]
OPENING TIMES
ONLINE
BRAND +
Слайд 87Competition 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"
Слайд 89Competition 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."
Слайд 90“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
Слайд 94Cheapxury = cheap + luxury
Let’s create a price page with content,
including search patterns for:
PRICE
OFFER
DISCOUNT
SALES
CHEAP
COUPON CODE
OUTLET
BRAND +
Слайд 95“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
Слайд 99
Customer reviews Badges & Pages
Customer reviews Promotion
Top Players learnings: protecting your
Brand
Competition public weaknesses
Cheapxury = cheap + luxury
Big Data reputation
Competition public weaknesses
Cheapxury = cheap + luxury
Big Data reputation
Слайд 102
Sergio Simarro Villalba
@akemola
http://www.linkedin.com/in/sergiosimarro
Giving a Damm about your Online reputation
Brand Reputation Strategies
