Archive for SEO

Blood from a stone III – Discovering the ROI within your social media campaign – The ROI of Reputation Management

Posted in social media with tags , , , , , , , , , , , , , , , , on August 31, 2009 by mediapirate

This blog entry has been a long time coming so I do apologize. I had some personal issues that I needed to address and that involved me moving back to Canada and getting established which takes a lot more time than I ever wanted to invest. A hard transition but much needed and worth it.

So onto the task at hand. Your online reputation. It really comes down to the fact that there is a conversation online regardless of whether or not you are a participant. People talk about everything and sometimes they will talk about you. Sometimes in a good way and sometimes not. It’s the latter that I will be discussing today.

If there are negative comments about you and your brand they do need to be dealt with. Most people these days Google companies or services prior to purchasing. What you don’t know about yourself online could be hurting your bottom line. Social media will give you the opportunity to change this by becoming part of the conversation and if you use it correctly it actually gives you some control of your online reputation.

Here are some simple steps for you to maximize control of your reputation online:

Step 1 – Join in the conversation
Get yourself on the tools that you are being talked about on. This will at least put you on the same page as your targets.

Step 2 – Search out negative press
Search for the people that are talking about you and follow them. This will allow you to watch the conversation unfold and see what the issues are. Also, make sure that you do Google searches for negative press and make a note of contact information of each of the unsatisfied parties.

Step 3 – Research the situation
Prior to responding determine what the real issues are and where the real fault lies. Was it your companies fault? Was it one of your staff that over promised? Was the product at fault? Or is it the end client that is simply over-reacting.

Step 4 – Come up with a strategy

Don’t wade into the middle of a hostile conversation unarmed. Have a solution ready to present. In fact, have multiple solutions ready. The unhappy party may just want to be acknowledged and talked to. That can actually diffuse most situations but be prepared with a secondary strategy should the situation escalate.

Step 5 – Communicate
Just the act of communication is a positive step online for your company because it immediately shows that you care. Go over the entire situation with the end client. This will make sure that you are both on the same page. It will also allow the end user to reflect and realize if they maybe over-reacted. Make sure that your main goal is listening. You aren’t the one with the problem, the client is.

Step 6 – Attitude

No matter what the other party says or does, understand that you are working for a company and this is not personal. Maintain a level of professionalism and continue attempting to resolve the situation. The public will see this and even if you can’t come to an understanding it at least shows that you cared enough for this client that you made this very personal effort.

Step 7 – Document
Record all occurrences of communication between you and the end client. This can build up a great social media case study for you to showcase on a blog. It can also be a necessary component if it ever comes down to a legal battle. This information is invaluable to your organization because it is honest feedback and may allow for these type of situations to be minimized in the future.

Step 8 – Transparency
Above all remain transparent. If you lie or try to manipulate the situation you could be providing the ammunition that an unhappy client needs to damage your brand even more. It’s all about connecting with your community on a human level. Say that you’re sorry, help your client and move forward in a positive manner. We all just want to be acknowledged and these days there aren’t many accountable companies. Become one and you may have just found the key to stand out in your industry.

There are many more elements in a solid reputation management campaign but by starting with these few basic steps you will be well on your way. The end result of a properly maintained reputation management campaign is to address negative press and convert it to a positive case study by developing brand advocates. Doing this also assists in the build of your SEO (Search Engine Optimization) campaign and increases your overall brand equity. Please let me know if you have any questions or comments. I would love to hear from you!

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Blood from a stone II – Discovering the ROI within your social media campaign – The ROI of SEO (Search Engine Optimization)

Posted in Media, social media, Twitter with tags , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , on April 13, 2009 by mediapirate

Another way that social media can truly impact your bottom line is in terms of your SEO. To be honest, these days it’s pretty difficult and considerably more costly to manage an effective SEO campaign without utilizing social media. Social media’s power to drive SEO is actually quite incredible, and properly utilized it can assist you in minimizing your overall PPC (Pay Per Click) maximizing your organic search while building overall traffic and reach.

Social media allows you to build an incredibly strong organic search structure built on a foundation of community development. So how can social media strengthen your SEO campaign while saving you money?

Brand Engagement
Building a community around your brand is one of the best things that you can do in terms of strong SEO. By developing and nurturing a community you increase your chances for discussion and the potential of brand advocacy. This means the potential for independent reviews increasing the inbound links and dynamic content (discussed in the next points) while reaching an audience that you possibly never had access to before. The conversion of even one brand advocate can be of significant value in terms of raising your search engine ranking. Your online community build is simply the key to top rankings in the long term.

Inbound linking
As any SEO professional will tell you, inbound links (Coming from professional and related sites, i.e. good neighbors) are a great way to boost your overall search rankings. Social media can yet again help you in this regard. By linking back to your own sites from your profile and getting your social media audience to broadcast these links within their stream you not only gain immediate traffic but you develop a very strong foundation of inbound links. Granted, the nofollow tags on sites such as Flickr and Twitter can minimize the overall link value but I believe the value is still passed at a lower value. So while nofollow makes it possible to debate the link value these links do get put into Google and Yahoo’s backlink checker and nofollow still allows spiders to cache and index them. An additional way to build a strong backlink structure is by publishing RSS (Really Simple Syndication) feeds from your social media sites and submitting them to aggregators such as Ping-O-Matic and Technorati.

Dynamic Content
Social media portals such as blogs and microblogs allow you the potential to provide dynamic, ever changing, keyword dense content for the search engines to index. Providing relevant and keyword dense content to the search engines on a regular basis is a great way to make it to the top of SERP’s (Search Engine Results Pages). The more independent portals that house this content and link back to your website the better. Just make sure you have the resources to manage and update these portals.

Traffic Generation
At the mere click of a button (Digg, StumbleUpon, Reddit, etc.) you have the potential to send thousands of interested potential clients to your site or blog. If you’ve written some great content there are really good odds that by the next day you will have a decent stream of targeted traffic as well new inbound links. You really can’t pay for that sort of immediate response. A subscriber based service such as Twitter or Plurk can also be used to drive effective and targeted traffic but careful attention must be paid to avoid spamming your followers. RSS feeds are particularly useful as they are subscriber based and the XML code is very indexable by search engines.

So while SEO may not directly convert to a specific dollar figure it does bring the traffic to your door and opens up the opportunity. Social media just allows you to target your audience more precisely, engage them immediately, allow them to help you do the work of building your online brand and gauge how your money is working for you. Can you really say that about your PPC campaign?

Please feel free to ask me any questions. I would love to hear from you.

Join me next time for: Blood from a stone III – Discovering the ROI within your social media campaign – The ROI of Online Reputation Management

Mediapirates Top Five Reasons To Use Social Media!

Posted in Media, social media, Twitter with tags , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , on January 14, 2009 by mediapirate

In the past few days I have used social media for so many things that I think I’m almost starting to take it for granted. It’s just SO convenient and I use it so much that I think that I would be lost if it suddenly disappeared. So for those of you not yet completely immersed in this fantastic new form of communication I present my top five reasons why you might want to consider it!

5) Driving Traffic – Who knows maybe this is how you found my blog! It’s just amazing how powerful social media is for driving traffic to your own media or things that you find interesting. I can’t tell you how many sites I visit daily because my social media community has recommended them. It would really show the power of social media traffic to know how you got here so if you get a moment leave a comment on this entry and just say how you found out about my blog.

4) Getting Work – Since starting our social media initiatives Sterling Cross Communications has received numerous business leads, speaking offers (Which have lead to business), partner projects and actual direct contracts. I believe that in the future this will be our largest segment growth for new business. Yeah, I know this one should have been higher but I like social media for so many other things than just work.

3) Searching For Talent Or Just Plain Advice – When I go to look for a specific talent or I need to know something, social media is the first place I turn. I can’t even tel you how many times I have needed to know something specific or needed a very specific service and have found it in my network. In fact last night I was looking for a PR arm in Ohio and within six minutes I received well over 30 responses! These people are amazing!

2) Posting Media – Posting my photos, videos, blog entries, etc. and being able to share these moments instantly with family and friends. Allowing people to share my life from a distance is very important. My girlfriend lives in Fargo, my daughter and friends live in Calgary AB, Canada, and my parents go between a lake place in Canada and a winter place in Texas so you see how crucial communication is to me. My social media campaigns allow me to feel connected to all of the people that matter in my life and that really rocks 🙂

1) Community – My favorite part of social media without a doubt is being part of something bigger and being able to rely on the support of a community. The reach of social media is truely unlimited and I have met some fantastic people that without social media I never would have met. Some help me in business (I hope I do the same for them as well) and some I just like to chat with but regardless of the reason the world seems just a little bit smaller.

If you ever had doubts about the value of social media I hope this helps. Please feel free to add me and say hi! Below is a list of just some of the social media portals I am on. If you have any questions or comments I would love to hear from you.

All the best,
Scott

Myspace
Facebook
Plurk
Twitter
Friendfeed
Jaiku
LinkedIn
Hellotxt
Pandora
Mashable
plaxo
Ping FM
Hi 5
tagged
youare
Pandora
Blip.fm
Wordpress
youtube
bebo
yammer
tumblr
technorati
Flickr
ReJaw
Brightkite
Identi.ca
Kwippy
Utterli
Mahalo
poprl

A Reason to Return

Posted in Media with tags , , , , , , , , , , , , , , , , , , , , , on May 30, 2008 by mediapirate

Everyday I talk to clients or potential clients about their online presence and everyday I have to review the analytics with them. While garnering new traffic is great, a lot of companies pay very little attention to encouraging them to come back?

What you need to ask yourself is why “you” return to a site? Either it contains a product you require more than once or it engages and interacts with you.

The crucial element is content, and what I mean by content is valid useful information that focuses on the needs of the end user. This is why we come back. It’s for all of those neat self gratifying elements that can affect even the smallest component of the users day. The downloadable recipes and the timely weather reports before a picnic. It’s really not about how your company started or how long you have been around. While this is useful information to determine the validity of your company and showcase a strong foundation it’s just not going to make someone return to your site.

So while it’s “your” site and “your” image make sure to think about the people who you want to visit your site and what they want. If you only pay attention to what you want, you may find the internet a very lonely place indeed!

– Scott