hey miles here miles Becker calm this
video is all about reputation management
you're gonna learn a 3-step process to
manage and maintain your reputation
online whether you're a small business a
local business or if you're doing the
creator thing and you've got a personal
brand and you're putting out content
your reputation online is in jeopardy
more today than it ever has been before
people are armed with the web 2.0 user
feedback revolution and we've all got
supercomputers in our pocket with our
phones so people are armed and ready and
oftentimes they pull out their sniper
rifle of negative reviews when they've
had a bad experience and kind of counter
to that it usually takes a lot of
positive reviews out so we're gonna talk
about is what you can do at the various
phases from that lens of content creator
and personal brand and/or also the local
business so part one is to monitor
what's going on so if you're a content
creator you as you get larger there's a
couple of things well number one they're
slander right people can just flat out
talk smack but also there's trend
jacking when you start to get more of an
audience and you start to get searched
and your brand starts to get searched
people will start to make up things that
maybe aren't true to stuff them in a
headline of a video just to start to
hopefully show up when they sort when
other people search your name that's
called trend jacking that's really
common and then on the other side for
local businesses reviews are driving
everything now Yelp is on a major
decline right now they've had some
big-time problems they've had some kind
of pay to remove the negative reviews
and it's kind of a really difficult
closed system but the Google review
system is on the come-up and it's
getting more and more important to every
single day so the number one thing you
need to do is be monitoring what's going
on around your brand around your
business name etc I personally use and
love Google Alerts if you go to
google.com for sacha alerts you can put
in your brand name you can put in your
name whatever it is that you're
monitoring and Google will notify you
via email every single time a new
mention hits the search engines so
anything that gets indexed on Google
that has your brand your name in it
it'll fire you off an email so you can
then go take appropriate action which
we'll talk about here in the future so
there's some other tool
that you can leverage if you're a
youtuber to buddy does have a feature to
where you can monitor your brand it will
also send you emails but if you're
someone who wants a more on demand
solution that you can sit down and go
search I've got a list of them right
down here and we'll go through a few of
them social mention comm is a free one
where you can just search in it it's a
it's a very raw list it's not very clean
and organized but it's free which is
great so that's social mention comm also
mention comm and brand mentions comm
those are getting into the paid ones and
if you're running a business medium size
or a larger business you might want to
consider getting one of those because
you probably don't have time to go back
to the tool over and over and over you
need to set it up to monitor everywhere
and notify you for a small business you
have employees and these employees are
essentially the name and the face of
your brand in that moment that the
consumer that the customer is
interacting with them you can't always
be there you can't always control all of
the situations and oftentimes as
business owners we know that our
employees don't take that same level of
love and attention and care for our
product line for our business for a
brand etc and that can reflect upon your
brand negatively which is why you must
be monitoring the situations and since
you can't be there for every
conversation this is one of the ways to
get that feedback loop open is
monitoring and then finally search your
brand search your company search your
business exactly how a user would go to
Google if it's a Google search right do
take the time to go look look at Yelp if
you're in a tourist area go search on
TripAdvisor see what comes up for your
brand name you need to put yourself in
the shoes of your best prospects to see
what is going on and I think you need to
go back to that regularly whether you're
using a social monitoring or even a
Google Alerts style tool or not because
you just always got to pay attention to
what's going on so that's the monitor
face right you want to set up systems
and you just need a flat out go back to
it time and time again to see what's
going on number two is prevention right
so first is monitoring then there is the
prevention phase now for me with my
brand the miles Becker brand I have been
curating the first page of Google for my
name for many years and this has being
conscious and the whole adage of an
ounce of prevention is worth more than a
pound of cure
is 100% true here in the world of
reputation management a lot of people
who will be looking for this video find
this video I'd be curious if right now
let me know in the comments do you
currently have kind of a reputation
crisis that you're trying to avert if so
let me know in the comments I can do
more videos on that we'll get into that
a little bit here but it's it's one of
those things if you're thinking about
this before you actually need it you
have a better likelihood of preventing
any of this from really becoming a an
issue so one situation I know arose with
a friend of mine in New Mexico they got
some negative press there a business
owner and it went out on the PR Newswire
it got picked up by some local news
agencies and some milk local news
websites and that was all that right and
then those hit really high up on the
search engines and they this individual
didn't have a lot of assets on that
first page that have been kind of aged
right they didn't have the basics of
their domain name.com
their facebook fanpage their facebook
account their twitter account their
medium account and all those other
social accounts essentially stuffing
them up plus doing search engine
optimization building a little bit of
links to those and optimizing each one
of those for that phrase so when the
negative press came out it went straight
to page one for their name they had
nothing really they had very little
recourse they could do in that moment
yet
had they spent time beforehand creating
the assets needed to prevent this that
would have gone a long way so what can
you do to prevent well number one is you
need to go get every single social
account and social profile you possibly
can for your brand name the ones that
you use and the ones that you don't use
on a medium calm go put up one medium
post on your medium calm I've got one on
Quora right I've got in a Quora account
which is a question/answer website I've
answered many questions I put up one
blog post on Quora that's what you need
to do you need to put out enough content
on each of these to make sure that
you're seeding the actual platforms with
enough kind of data around you that
Google picks it up right so my Quora
page will rank in Google my facebook
account ranks in Google my Twitter
account ranks in Google my medium
account ranks in Google and what I've
been doing my YouTube account and on and
on and on including my miles Becker comm
blog so what I've been doing is
literally if you go look at the first
two pages for my name I've really
curated and crafted
what shows up there consciously and I've
got other social accounts that are even
built that don't show up and don't rank
well I'm willing to go put all of those
social accounts together and then I link
them all together in order to really
increase the authority of each one of
those social profiles they rank well and
that's what you want to do to really get
these things going if your local
business owner you want to go claim your
page claim your account on Yelp on
Google reviews on TripAdvisor anywhere
that local people will be reviewing your
restaurant or local business whatever it
is that you're doing you need to make
sure you go claim each and every one of
those listings they're called really
good habit to do when you do this make
sure that your phone number is correct
make sure your address is correct and
then also make sure the link to your
website is correct that's a good
citation for your business and if you
have not yet gone through the full
process of Google com for such business
do so go verify your account through
google.com for such business that's the
process when you go find your Google
reviews so how do you do that if you're
a small business well go search for your
business name see what review sites come
up click on them and they all have a
claim this listing link might be a
little bit different wording but they
all say somewhere on their claim this
listing and you essentially go verify
yourself you verify yourself as the
business owner Google will go as far as
mailing you a postcard in the mail to
your physical address to make sure you
really actually are at that location so
this helps you rank better on the map
which is great but it also puts you in
more control so you can leave owner
feedback which we're gonna get to in the
next phase that's part 3 but you need to
go claim everything first and foremost
and then fill out your profile right
talk about right about who you are and
what you do fill all that information
out when you own these and when you've
claimed them they have a higher
likelihood of ranking higher which again
can have a higher likelihood of pushing
down that negative press there um any
opportunities you have for four solid PR
in your community if you're doing good
work in your community make sure that
the local journalists know about it if
you're running a fundraiser if you have
something going on in your local
community your news your local news
outlets always need things to talk about
and when you reach out and say hey I
work with this local business we're
doing this over here we're gonna be at
the soup kitchen from this time at that
time if you guys are interested in
featuring it we'd love to get a mention
in your news I love your news bro
gasps those types of mentions when you
push them forward first can also help
add that positive press on to the first
pages of Google so when people search
for you you're kind of curating what is
showing up on that first page of Google
so there's lots of different social
accounts that you can get today it's
going to change what is popular in the
months weeks years to come
always stay on top of it always when you
see or hear of a new social network or a
new app that people are using get in
make sure you claim your business's name
your brand name you want to protect that
in every way shape or form that you can
and an ounce of prevention is definitely
worth more than a pound of cure number
three is controlling the situation
unfortunately a lot of people as I
mentioned earlier get to this point
where they're they're kind of in crisis
management mode with this so what can
you do the first thing the first thing
you need to realize is that it's
impossible it's not technically
impossible but it's so difficult to
potentially remove anything from the
search engines like actually have it
removed that is not even worth trying
same with social people are allowed
their voice in this world that we live
in today again we've all been armed with
supercomputers with with all these
review apps that that people are more
willing to leave those negative reviews
and you're not gonna get a review taken
down very often so what can you do in
this situation well number one is be
transparent and respond I believe that
and I've seen this time and time again
when I go search for a business or I go
search for something and I look at the
reviews and it's like three and a half
star review I'm like oh I don't know
about that but I click and I see that
that owner has responded personally to
every single review they're saying thank
you to the positive reviews and then
they're also going in to the negative
reviews and they're actually stepping up
they're apologizing and they're putting
forth a solution that's what I want to
see as a consumer so if you have been
plagued by some negative reviews some
negative comments make sure you are
engaging and when you engage engage
respectfully especially if you are a
Content creator the trolls will come out
of the woodwork and they will talk smack
about you they will make up things they
will put words in your mouth and we
often want to let them know how big of a
POS we think they are but if you feed
the trolls it's just going to get worse
that's exactly what they want so
be respectful be transparent but engage
engage in a way that moves your case
forward engage in a way that's
transparent recently I had a video come
out that's doing a bit of trend jacking
they're trying to take advantage of my
name and they they made it sound like I
said something I didn't in their title
well what did I do I can't get the video
removed I can't get anything so I went
through and I responded to every single
comment in their threat right so I have
the ability just like all of the users
in the world have the ability to leave
comments as well so every time somebody
had a question about it or was like wow
I didn't know they thought that way
about you I was able to go clarify and
say actually if you watch my original
source I never said that right they're
putting words into my mouth and it gave
me the opportunity to kind of at least
refute there where that conversation is
taking place and again I did so in as
respectful of a manner as possible
because if I come at them aggressively
the odds are that my comments are gonna
get deleted and that does not serve a
purpose that does not solve a problem
and if you're a local business owner and
potential prospects and potential
customers see that you're engaging
combative Lee with past customers who
had a challenging situation that's a
gigantic turnoff and they will not do
business with you but when they see that
you've taken time to respond
intelligently coherently and you've put
forth a solution a potential solution
like hey my name's miles I'm the manager
down here if you come in and references
I will take care of you I'm so sorry to
hear about that situation that occurred
I want to learn more because I want to
fix this because I'm always engaged in
making my business better please give me
a call email me or come by the shop so I
can make this situation right when I as
a consumer see that kind of response
from a business owner on a review I'm
much more willing to ignore that one
star and two star review because I know
that that owner stands behind what they
do this is so powerful I think it's a
very small thing but I think it means
more and more every single day you know
people are more willing to leave
negative reviews and this kind of goes
over on the control of we need to
incentivize people and we need to ask
people to leave positive reviews as a
business owner there's ways you can
incentivize this number one is you can
run contests you can run local contests
where the they will potentially they can
enter their email
for an attempt or an opportunity to win
a $50 gift card to whatever it is that
you do if you're a restaurant you know
you got about 25% food costs so there's
actually a pretty good deal and odds are
20% or so people won't even claim or use
that actual gift card so you have them
give you your eat their email address in
exchange for the actual opportunity to
get to win that thing
then you email them and let them know
once you've added them to the monthly
contest the monthly drawing you let them
know in an email hey I've got you added
the monthly drawing we announce who wins
on March 1st or whatever it is right
then how was your experience did you
have a great experience if so leave us a
quick review and make that a link to
your Google review listing to your
TripAdvisor listening to whatever
listing is most valuable to you these
are ways that you can obtain the email
address you're starting to grow a little
bit of an email list and then you're
able to prompt people if they had a
great operate experience to leave that
review if anything went wrong you can
add this below in your email if anything
went wrong or you need help rectifying
any situation just reply I'm here to
help this way you might be able to get
them to reply to you instead of going
and burning you on the review site and
you might be just giving them that nudge
to go add that five-star review helping
you collect more reviews people really
do need to be prompted to leave the
positive reviews will walk out of a
store will walk out of a restaurant
think man that was the best that was
awesome but we don't necessarily always
think I'm gonna go leave them a positive
review unless it was over the top a
little bit of coaxing even if the server
as they drop off the credit card and the
bill says you know we really really
value your opinion and if you had a good
experience I'd love for you leave us a
quick review on Google it takes 60
seconds that'd be awesome
you can even print out your Google
review you can make a short link a bitly
link to your Google review page and you
could put that on the receipt as well
there's a lot of little hacks you just
got to start to think a little bit more
consciously of how can you within the
way your business works right that
printed out receipt is something they
receive can you go in and customize a
couple of lines on that through your POS
so every receipt you hand out actually
prompts people to go leave a positive
review and it gives them instructions on
how to handle negative issues right if
you have any questions or need support
email is here if you had a great
experience go to google.com /us in order
to leave us a positive review we
appreciate your business those little
notes done consistently over long
periods of time can create very very
very positive results um all in all you
can't stop the reviews web 2.0 if the
web 2.0 revolution that happened many
years ago was essentially the technology
that allowed you and me to go leave
comments on demand show him up on
third-party websites before that it was
all static everyone who sold something
they were able to tell you the story
they wanted to tell you and that's it we
consumers did not have the ability to go
engage and share our thoughts without
creating an entire website around it
today the comments the reviews all of
these kind of technologies are in place
mixed with the cellphone revolution now
we have the ability to go engage in a
massive way and that for some businesses
is causing all kinds of problems and if
you ignore it those problems are going
to compound and more and more every
single day the businesses that have the
four and a half four point eight five
star reviews are getting more customers
walking in their doors than the
businesses that have the two and three
star reviews I believe it was PT Barnum
who has that kind of old quote of all
press is good press I'm not buying it
I'm not buying it but you can't control
everything if you've written a book as
an author on Amazon reviews on your
Kindle reviews some people are just
gonna trash your book if you go look at
the best-selling books of all time go
look at the Harry Potter CD or series of
books there's just people who hate it
there's one-star reviews even for a
great book so it's going to happen but
see where can you engage how can you
engage in a way that's transparent
that's authentic that's honest and helps
move things forward and if anyone's had
a problem and they're they're blaming
you in the reviews because of an issue
then you really need to make sure that
you're presenting an opportunity and a
path to rectify their solution inside of
those review sites because that's going
to help you recover from that negative
kind of issue if you've got a bunch of
negative press showing up on the first
page of Google or if people are just
talking smack about you on YouTube and
you search for your name or your brand
and there's more bad phrases than good
ones
you need to begin creating the content
and optimizing the content in a way
that's going to outrank them so you
might need to go claim a medium account
and write a bunch of medium posts about
who is miles Beckler if I wanted to
really take over farther on my name so
I've got the miles Beckler medium
account and then I do a miles Bechtler
post on medium that has a much higher
likelihood of ranking above some random
third party person who just starts one
account one day to put out some some
spammy posts there it's these kinds of
things you actually need to create more
positive higher ranking content in order
to push down off the first page any
negative press that's on the first page
so that's ultimately what you do so if
in the number four and number five spot
there's negative press about you you
need to go create six or seven new posts
and new kind of NIC abhi platforms they
could be accounts on social platforms
you need to create the pieces of content
and the web properties that are going to
outrank those to negative press items so
you push them down on to the second page
and you keep pushing them down to allow
on the third page and the fourth page
and by the time they hit the third page
they're pretty much in Internet oblivion
because very few people go beyond page
two of Google most people don't even hit
page two of Google so you physically
have to push them down by doing more SEO
on more properties that you own and
control whether it's on your blog your
YouTube channel or you're going out to
medium to Quora
to these other platforms you're getting
twitter accounts and you're actually
actively creating more properties that
will rank above those that's really the
game I hope all is well if you have
questions about the process let me know
in the comments below I thank you very
much for your time it's really key to
think about this before but if you're at
a point we're having a crisis if you
need some help let me know I can
possibly help a little bit but kind of
laid out the whole plan here for you so
just move forward remember transparency
is the power in this age be available to
communicate with those people who are
talking about you use the tools like
social mentioned calm and Google Alerts
so you get notified and so you can keep
it tabs on what's going on and then be a
real person engage always be there to
help having great customer service is
something we need to do in the store but
it's something we need to do on the
review sites as well and if you have low
reviews encourage people to leave you
positive
and going in and replying to those low
reviews can actually help you kind of at
least save your brand even though those
review numbers are low when I see that
you've responded you've engaged you put
a path to rectify the situation there
you make me more confident as a
potential consumer to show up to your
store because I know you stand behind
what you do that's it thanks again for
time I'll see you next video
Cheers
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