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Sergio Simarro Villalba
Giving a Damn about your Online reputation
@akemola
Brand Reputation Strategies
¡Guten Tag Berlin!
#PMIEUR
@akemola
Sergio Simarro Villalba
@akemola
brand reputation strategies at #PMIEUR with @akemola
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
brand reputation strategies at #PMIEUR with @akemola
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
brand reputation strategies at #PMIEUR with @akemola
the customer journey (Traffic) by Google
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
Traffic sources covered by Brand Reputation Strategies
brand reputation strategies at #PMIEUR with @akemola
“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
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
Internal Reviews Page
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
¿Using user reviews content? NO
• No Dynamic Content
• and…
brand reputation strategies at #PMIEUR with @akemola
Customer 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
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
¿Reviews Badge?
¿Trust Content?
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
hotel estrel berlin bewertung
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Badges & Pages
Let’s create a review page with content,
including search patterns for:
REVIEWS
COMMENTS
TESTIMONIALS
ADVICES
CLAIMS
COMPLAINTS
BRAND +
brand reputation strategies at #PMIEUR with @akemola
“Business Listings
can increase
your property's
exposure in front
of 340 million
unique monthly
visitors.”
http://www.tripadvisor.co.uk/BusinessListings
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion
"To be 5 star,
appalling
hotel"
brand reputation strategies at #PMIEUR with @akemola
Customer reviews Promotion
"We regret that your
experience was not
pleasant. Please
contact us for your
next visit and will do
everything possible
to… "
brand reputation strategies at #PMIEUR with @akemola
“Is there anyone so wise as to learn by
the experience of others?” - Voltaire
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
tyres online
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
http://semrush.com
brand reputation strategies at #PMIEUR with @akemola
Top Players learnings: protecting your Brand
http://semrush.com
brand
brand reputation strategies at #PMIEUR with @akemola
Top 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 +
brand reputation strategies at #PMIEUR with @akemola
“75% of Internet users change their
mind after reading the found reviews.”
brand reputation strategies at #PMIEUR with @akemola
Competition public weaknesses
shoe site:http://www.ekomi.co.uk
brand reputation strategies at #PMIEUR with @akemola
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"
brand reputation strategies at #PMIEUR with @akemola
Competition public weaknesses
shoe site:http://www.trustedshops.co.uk
brand reputation strategies at #PMIEUR with @akemola
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."
brand reputation strategies at #PMIEUR with @akemola
“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
brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury
g star
g star jeans
g star raw
g star sales
g star uk
brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury
brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury
brand reputation strategies at #PMIEUR with @akemola
Cheapxury = cheap + luxury
Let’s create a price page with content,
including search patterns for:
PRICE
OFFER
DISCOUNT
SALES
CHEAP
COUPON CODE
OUTLET
BRAND +
brand reputation strategies at #PMIEUR with @akemola
“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
brand reputation strategies at #PMIEUR with @akemola
Big Data reputation
brand reputation strategies at #PMIEUR with @akemola
Big Data reputation
brand reputation strategies at #PMIEUR with @akemola
Big Data reputation
nh comfortable
brand reputation strategies at #PMIEUR with @akemola
Customer reviewsBadges&Pages
Customer reviewsPromotion
TopPlayerslearnings:protectingyourBrand
Competitionpublicweaknesses
Cheapxury=cheap+luxury
BigDatareputation
brand reputation strategies at #PMIEUR with @akemola
When nothing works…
brand reputation strategies at #PMIEUR with @akemola
Fragen
brand reputation strategies at #PMIEUR with @akemola
Sergio Simarro Villalba
@akemola
http://www.linkedin.com/in/sergiosimarro
Giving a Damn about your Online reputation
Brand Reputation Strategies

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Brand Reputation Strategies

  • 1. Sergio Simarro Villalba Giving a Damn about your Online reputation @akemola Brand Reputation Strategies
  • 4. brand reputation strategies at #PMIEUR with @akemola 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
  • 5. brand reputation strategies at #PMIEUR with @akemola 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
  • 6. brand reputation strategies at #PMIEUR with @akemola the customer journey (Traffic) by Google https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html Traffic sources covered by Brand Reputation Strategies
  • 7. brand reputation strategies at #PMIEUR with @akemola “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
  • 8. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages
  • 9. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages
  • 10. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages Internal Reviews Page
  • 11. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages ¿Using user reviews content? NO • No Dynamic Content • and…
  • 12. brand reputation strategies at #PMIEUR with @akemola Customer 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
  • 13. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages
  • 14. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages ¿Reviews Badge? ¿Trust Content?
  • 15. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages hotel estrel berlin bewertung
  • 16. brand reputation strategies at #PMIEUR with @akemola Customer reviews Badges & Pages Let’s create a review page with content, including search patterns for: REVIEWS COMMENTS TESTIMONIALS ADVICES CLAIMS COMPLAINTS BRAND +
  • 17. brand reputation strategies at #PMIEUR with @akemola “Business Listings can increase your property's exposure in front of 340 million unique monthly visitors.” http://www.tripadvisor.co.uk/BusinessListings
  • 18. brand reputation strategies at #PMIEUR with @akemola Customer reviews Promotion
  • 19. brand reputation strategies at #PMIEUR with @akemola Customer reviews Promotion
  • 20. brand reputation strategies at #PMIEUR with @akemola Customer reviews Promotion "To be 5 star, appalling hotel"
  • 21. brand reputation strategies at #PMIEUR with @akemola Customer reviews Promotion "We regret that your experience was not pleasant. Please contact us for your next visit and will do everything possible to… "
  • 22. brand reputation strategies at #PMIEUR with @akemola “Is there anyone so wise as to learn by the experience of others?” - Voltaire
  • 23. brand reputation strategies at #PMIEUR with @akemola Top Players learnings: protecting your Brand
  • 24. brand reputation strategies at #PMIEUR with @akemola Top Players learnings: protecting your Brand
  • 25. brand reputation strategies at #PMIEUR with @akemola Top Players learnings: protecting your Brand tyres online
  • 26. brand reputation strategies at #PMIEUR with @akemola Top Players learnings: protecting your Brand http://semrush.com
  • 27. brand reputation strategies at #PMIEUR with @akemola Top Players learnings: protecting your Brand http://semrush.com brand
  • 28. brand reputation strategies at #PMIEUR with @akemola Top 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 +
  • 29. brand reputation strategies at #PMIEUR with @akemola “75% of Internet users change their mind after reading the found reviews.”
  • 30. brand reputation strategies at #PMIEUR with @akemola Competition public weaknesses shoe site:http://www.ekomi.co.uk
  • 31. brand reputation strategies at #PMIEUR with @akemola 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"
  • 32. brand reputation strategies at #PMIEUR with @akemola Competition public weaknesses shoe site:http://www.trustedshops.co.uk
  • 33. brand reputation strategies at #PMIEUR with @akemola 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."
  • 34. brand reputation strategies at #PMIEUR with @akemola “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
  • 35. brand reputation strategies at #PMIEUR with @akemola Cheapxury = cheap + luxury g star g star jeans g star raw g star sales g star uk
  • 36. brand reputation strategies at #PMIEUR with @akemola Cheapxury = cheap + luxury
  • 37. brand reputation strategies at #PMIEUR with @akemola Cheapxury = cheap + luxury
  • 38. brand reputation strategies at #PMIEUR with @akemola Cheapxury = cheap + luxury Let’s create a price page with content, including search patterns for: PRICE OFFER DISCOUNT SALES CHEAP COUPON CODE OUTLET BRAND +
  • 39. brand reputation strategies at #PMIEUR with @akemola “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
  • 40. brand reputation strategies at #PMIEUR with @akemola Big Data reputation
  • 41. brand reputation strategies at #PMIEUR with @akemola Big Data reputation
  • 42. brand reputation strategies at #PMIEUR with @akemola Big Data reputation nh comfortable
  • 43. brand reputation strategies at #PMIEUR with @akemola Customer reviewsBadges&Pages Customer reviewsPromotion TopPlayerslearnings:protectingyourBrand Competitionpublicweaknesses Cheapxury=cheap+luxury BigDatareputation
  • 44. brand reputation strategies at #PMIEUR with @akemola When nothing works…
  • 45. brand reputation strategies at #PMIEUR with @akemola Fragen
  • 46. brand reputation strategies at #PMIEUR with @akemola Sergio Simarro Villalba @akemola http://www.linkedin.com/in/sergiosimarro Giving a Damn about your Online reputation Brand Reputation Strategies

Editor's Notes

  1. Customer Journey. Work process in KPMG to make clients understand different stages where a customer can interact with them.
  2. We are going to cover reputation strategies for earlier stages, trying to enhance brand visibility, create trust and bring traffic.
  3. If we consider in detail traffic sources that can impact customer in our brand remind, we will understand to important is to develop brand reputation strategies.
  4. We are used to read product reviews, but it is even important to care about brand reviews.
  5. How many of you include reviews on your website? You could have your own review system on your website, but review badges have become really popular, so customers are going to trust much more on them. There are still website owners that are afraid about “losing the control”. If someone is going to complain about you, is better to have it of your website, so you have the possibility to response.
  6. But consider not all of them have the same trust on your customers. For example talking about “trust badges”, Norton is considered the most famous. Although Confianza Online is very popular in Spain because people can see it on TV.
  7. For example, Redcoon is a popular website where you can buy technology and house electrodomésticos. They include a customer reviews badge and furthermore a special page about that.
  8. What you we find when visiting that page? A page about customer reviews should show… CUSTOMER REVIEWS. It helps your website to include dynamic content about your brand.
  9. But what happens when someone wants to know about your brand? He/she looks for it. Redcoon has a special page for reviews but, as it is not built properly, the brand doesn’t have the desired visibility for searches related to “reviews”, “comments”, etc. Furthermore, using the right review coding, you can get in Google “the stars”. All these Google elements are called “rich snippets”. Not having rich snippets means…
  10. I do not know in Germany, but in Spain when we make a speaking at a congress, it is very common to talk about close people or places. As I do not know to much people, the closest thing I have right now is this hotel. So, what is doing our hotel?
  11. It doesn´t use a customer reviews Badge, but it has a customer reviews page. Right? ¿Reviews badge? ¿Trust content? No! This page is void!
  12. What is happening? Again when customers are searching for our brand, we are not in top positions. Do you know what Tripadavisor or Holidaycheck talks about us? Do you know is booking in our website is cheaper than booking with them? Adwords is a good method to earn visibility.
  13. Solution.
  14. This is what Tripadvisor says to future users of their premium service: Business Listings.
  15. This is the Radisson Blu Hotel, one of the most popular hotels in Berlin. Previously, I was talking about using review badges and showing them from your website in order to make your visitors trust on you. But that’s not enough. As I said: do you know what is written there about you? It is compulsory to listen,analyze and take action in order not to lose sales.
  16. Tripadvisor has a highlighted position at the Radisson Blu Hotel Home page. Let’s see what customers say about the hotel.
  17. Most of commentsare good but, if we scroll a little bit, we find a negative comment. They complaint about cleanliness, slowlyness, etc. If you read several comments following this topic, you could think the Radisson Blue is a beautiful hotel, but service is not good.
  18. Wait a moment. The General Manager from the Hotel response this customer politely and your next opinion can be “anyone can have a bad day”. That’s fine. In order to enhance this process: response was 6 days later after the valoration. To be quick is a must!
  19. We are not always big brands. We work hard: products, comunication, customer service. You are training to become a big player but, can you start working your visibility for when you succeed on it? YES!
  20. Hay alguien tan inteligente que aprende de la experiencia de los demás. Boys and girls play football everyday. One of them will be the new Messi in 10 years. And what people will search about them?
  21. In football, people like to know personal details about football players. So, if we are that little boy, that wants to become Messi, let’s investigate what people will search about us.
  22. Let’s imagine that we sell tyres. Which is the top website selling tyres online?
  23. For that task, I personally use different tools. One of those is Semrush. From this tool, we canget a graphic about tyres website and estimated traffic. The tool tells us that the tyres king is Kwik Fit.
  24. With Semrush, we can also get keywords that bring traffic to that website. Once we have the whole set of keywords, we can apply a filter, only showing “brand keywords” (example: kwit fit telephone). What does it mean? When you are famous, people know your name and they search for it in a different ways. So, that is showing us how people will search for us whenwe are famous.
  25. It has a review page.
  26. Analizando los comentarios de la competencia se pueden detectar sus puntos débiles y ver qué está demandando el cliente.
  27. Adwords is a good method to earn visibility.
  28. Adwords is a good method to earn visibility.
  29. Adwords is a good method to earn visibility.
  30. It has a review page.