Strategic Digital Marketing and Online Reputation Framework

Unit 2: Online Reputation Management

Core Reputation Strategies

• Diagnose yourself:
  • Google yourself.
  • Diagnose yourself on Google.
  • Figure out how much work you have to do.
• Build your image.
• Use tactics to boost Google ranking.
• Create emergency tactics:
  • A: Get it taken down; contact the author.
  • B: Substitute it with other platforms.
  • C: Bury it.
• Improve your Google image.

Unit 3: Master Plan

Step 1: Determine Your Audience

Identify your target audience or customers.

Step 2: Overall Internet Presence Strategy

• How much: The internet budget. It is basic to know what resources can be used.
• What: The media. The budget, the audience, and the global goals will show what kind of media should be used.
• Where: The concrete channels. Depending on the budget, media, and audience, different channels are needed.
• Sub-plans: Answers to Step 2 questions should be detailed in the following:
  • Digital Marketing plan.
  • Social Media plan.
  • Content plan.
  • Online reputation emergency plan.

Step 3: Digital Marketing Plan

Includes SEO, SEM, e-Advertising, email marketing, blogging, etc. For every media channel, determine:

• Concrete goals to achieve.
• KPIs to measure and analyze feedback in order to determine success.
• Who (hours assigned per media and channel), When (editorial calendar), and How.
• How much: The budget.
• Competitors: Who are they? What strategies are they using? What budget do they have? How are they doing? How am I going to compete against them?

Step 4: Social Media Plan

• Includes: Social Media (Note: a blog is not social media).
• For every social media channel:
  • Concrete goals to achieve.
  • KPIs to measure and analyze feedback in order to determine success.
  • Who (hours assigned per media and channel), When (editorial calendar), and How.
  • How much: The budget.
  • Competitors: Who are they? etc.

Step 5: Content Plan

• Content Focus:
  • Major content categories to include regularly.
  • Specific columns within these topics and their focus.
• Content Creation: Are we going to create free or paid content?
  • eBooks, white papers, videos, podcasts.
  • Who, When, How, How much.
• Media Channel Requirements: For every media channel, determine:
  • Who, When, How (including KPIs), and type of content.
  • Writing guidelines (style guide).

Step 6: Online Reputation Emergency Plan

• Process to follow in case of an online reputation problem.
• Who, When, and How.

Step 7: Measure, Quantify, and Analyze

• Tools for measuring every channel and overall performance.
• KPIs and Leads for measuring overall performance.