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Giving a Damn About Your Online Reputation

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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 W: sergiosimarro.com


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Online Reputation Management ORM includes all actions used to influence the perception people have about your brand online reputation at #PMIEUR with @Fernandosemrush


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The perception of a brand has very little to do with the company logo online reputation at #PMIEUR with @Fernandosemrush


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The perception of a brand has very little to do with the company slogan online reputation at #PMIEUR with @Fernandosemrush


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Does perception matter? online reputation at #PMIEUR with @Fernandosemrush


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Do people like to tell everyone about their experiences with brands? online reputation at #PMIEUR with @Fernandosemrush


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Let’s put our theory to practice! online reputation at #PMIEUR with @Fernandosemrush


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Do you know this brand?


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Can you associate with this? JOSHIE online reputation at #PMIEUR with @Fernandosemrush


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After 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


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A 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


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online reputation at #PMIEUR with @Fernandosemrush


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Joshie taking the sun…


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Joshie making new friends… online reputation at #PMIEUR with @Fernandosemrush


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Joshie working for the hotel… online reputation at #PMIEUR with @Fernandosemrush


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Joshie having a massage… online reputation at #PMIEUR with @Fernandosemrush


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Joshie driving to the beach… online reputation at #PMIEUR with @Fernandosemrush


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What was the reaction of the father? online reputation at #PMIEUR with @Fernandosemrush


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online reputation at #PMIEUR with @Fernandosemrush


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"People are not looking for what brands say about themselves, they seek what others say about brands" online reputation at #PMIEUR with


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Hundreds of places to leave opinions


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What should brands do? online reputation at #PMIEUR with @Fernandosemrush


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5 SEMrush reputation strategies for managing online reputation Do not hide online reputation at #PMIEUR with @Fernandosemrush


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Do not hide online reputation at #PMIEUR with @Fernandosemrush


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Do not hide online reputation at #PMIEUR with @Fernandosemrush


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Do not hide online reputation at #PMIEUR with @Fernandosemrush


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Do not hide online reputation at #PMIEUR with @Fernandosemrush


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Do not hide online reputation at #PMIEUR with @Fernandosemrush


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5 SEMrush reputation strategies for managing online reputation Do not hide Listen and react online reputation at #PMIEUR with @Fernandosemrush


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Listen and React online reputation at #PMIEUR with @Fernandosemrush


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Listen and React online reputation at #PMIEUR with @Fernandosemrush


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Listen and React online reputation at #PMIEUR with @Fernandosemrush


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Listen and React online reputation at #PMIEUR with @Fernandosemrush


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5 SEMrush reputation strategies for managing online reputation Do not hide Listen and React Activate Industry Influencers online reputation at #PMIEUR with @Fernandosemrush


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Activate Industry Influencers online reputation at #PMIEUR with @Fernandosemrush


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Activate Industry Influencers online reputation at #PMIEUR with @Fernandosemrush


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Activate Industry Influencers online reputation at #PMIEUR with @Fernandosemrush


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Activate Industry Influencers online reputation at #PMIEUR with @Fernandosemrush


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5 SEMrush reputation strategies for managing online reputation Do not hide Listen and react Activate Influencers Measure online reputation at #PMIEUR with @Fernandosemrush


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Measure online reputation at #PMIEUR with @Fernandosemrush


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Measure online reputation at #PMIEUR with @Fernandosemrush


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Measure and compare online reputation at #PMIEUR with @Fernandosemrush


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Measure online reputation at #PMIEUR with @Fernandosemrush


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5 SEMrush reputation strategies for managing online reputation Do not Hide Listen and React Activate Influencers Measure Plan online reputation at #PMIEUR with @Fernandosemrush


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Plan your team work SEMrush SMM Team online reputation at #PMIEUR with @Fernandosemrush


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Plan and Interact with your team online reputation at #PMIEUR with @Fernandosemrush


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Plan your Goals online reputation at #PMIEUR with @Fernandosemrush


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Reputation Management is a Team work online reputation at #PMIEUR with @Fernandosemrush


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Don’t be a robot online reputation at #PMIEUR with @Fernandosemrush


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5 SEMrush reputation strategies for managing online reputation Do not Hide Listen and React Activate Influencers Measure Plan online reputation at #PMIEUR with @Fernandosemrush


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Giving a Damm about your Online reputation


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?Guten Tag Berlin!


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?Guten Tag Berlin! #PMIEUR @akemola


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Sergio Simarro Villalba @akemola


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Sergio Simarro Villalba @akemola Urlaub Arbeit Arbeit Haus


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Sergio Simarro Villalba Giving a Damm about your Online reputation @akemola Brand Reputation Strategies


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Digital Presence Traffic E- CRM Digital Strategy Campana de Marketing Awareness Consideration Preference Visit to web Purchase E-CRM Experience Loyalty Advocacy Web Analytics the customer journey


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Digital Presence Traffic E- CRM Digital Strategy Campana de Marketing Awareness Consideration Preference Visit to web Purchase E-CRM Experience Loyalty Advocacy Web Analytics Brand Reputation Strategies the customer journey


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the customer journey (Traffic) by Google https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html Traffic sources covered by Brand Reputation Strategies


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“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


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Customer reviews Badges & Pages


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Customer reviews Badges & Pages


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Customer reviews Badges & Pages Internal Reviews Page


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Customer reviews Badges & Pages ?Using user reviews content? NO No Dynamic Content and…


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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


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Customer reviews Badges & Pages


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Customer reviews Badges & Pages ?Reviews Badge? ?Trust Content?


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Customer reviews Badges & Pages hotel estrel berlin bewertung


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Customer reviews Badges & Pages Let’s create a review page with content, including search patterns for: REVIEWS COMMENTS TESTIMONIALS ADVICES CLAIMS COMPLAINTS BRAND +


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“Business Listings can increase your property's exposure in front of 340 million unique monthly visitors.” http://www.tripadvisor.co.uk/BusinessListings


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Customer reviews Promotion


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Customer reviews Promotion


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Customer reviews Promotion "To be 5 star, appalling hotel"


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Customer reviews Promotion "We regret that your experience was not pleasant. Please contact us for your next visit and will do everything possible to… "


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“Is there anyone so wise as to learn by the experience of others?” - Voltaire


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Top Players learnings: protecting your Brand


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Top Players learnings: protecting your Brand


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Top Players learnings: protecting your Brand tyres online


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Top Players learnings: protecting your Brand http://semrush.com


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Top Players learnings: protecting your Brand http://semrush.com brand


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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 +


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“75% of Internet users change their mind after reading the found reviews.”


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Competition public weaknesses shoe site:http://www.ekomi.co.uk


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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"


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Competition public weaknesses shoe site:http://www.trustedshops.co.uk


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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."


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“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


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Cheapxury = cheap + luxury g star g star jeans g star raw g star sales g star uk


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Cheapxury = cheap + luxury


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Cheapxury = cheap + luxury


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Cheapxury = cheap + luxury Let’s create a price page with content, including search patterns for: PRICE OFFER DISCOUNT SALES CHEAP COUPON CODE OUTLET BRAND +


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“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


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Big Data reputation


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Big Data reputation


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Big Data reputation nh comfortable


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Customer reviews Badges & Pages Customer reviews Promotion Top Players learnings: protecting your Brand Competition public weaknesses Cheapxury = cheap + luxury Big Data reputation


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When nothing works…


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Fragen


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Sergio Simarro Villalba @akemola http://www.linkedin.com/in/sergiosimarro Giving a Damm about your Online reputation Brand Reputation Strategies


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