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How Reputation Management can Help Millennial Engagement

Brand Reputation Management

 

Engaging with Millennials is one of the most talked about marketing problems & targeting priorities that every brand must deal with. If you are a corporate brand or a high-profile/high net worth individual personal brand, how you market yourself to Millennials is of key importance now and in the coming years.

By 2020, almost half of the US workforce will be Millennials. They are socialized to be lifelong learners, are the most savvy consumers in history and are known to be advertising resistant, many of whom are completely Add immune. This is psychological, and not due to add blockers.

The online reputation management of your brand will therefore have to optimize your best content to appeal to these collaborative leaders of the next generation.

The reputation management industry is maturing with the evolution of SEO, content, social media and digital technologies. How reputation management intersects with the most educated and digitally addicted generation in history, is highly relevant to the digital influence of your brand upon customer acquisition, customer retention and sales.

Demonstrating that you are customer centric in today’s digital ecosystem and sales funnel, more and more, actually means being Millennial-centric in your branding, marketing and PR strategy.

ORM is Critical for Engaging Millennials

In an age of mobile natives (Millennial generation), how search, public relations (PR) and marketing campaigns are done is changing very quickly. Millennials are driving these trends forwards as a faster pace than many businesses can manage.

As such, Millennials are the most peer & influencer-marketing influenced generation in history and the most adept at searching for reviews online. So to summarize Millennials are:

Mobile and digital natives
Peer Influenced
Influencer influenced
Adept at Search and Review Sites

Online reputation management (ORM), is therefore an important strategy to consider when implementing a marketing plan and social media campaigns targeted at Millennials.

Since Millennials require brands to be personable, authentic, helpful, educational and in tune with their reality, negative reviews and incriminating feedback from customers can easily dissuade them from buying.

ORM can be a key factor in how brands elevate their marketing strategy to adapt to Millennials searching about products or services via mobile search.

In a recent report on social media today, 94% of women interact with brands online on an active basis. As Millennials drive many of the online, content and search engine reputation management (SERM) trends, brands are required to know the most optimal and highest ROI ways of getting the best possible results on Google and monitoring their ORM on an on-going basis.

Reputation management, is therefore at the forefront of how PR and SEO (search engine optimization) can boost engagement with Millennials for your brand and in particular, identify and remedy crisis management, and identity branding & search emergencies as they occur in the normal lifecycle of any brand online.

Millennials with their insistence on transparency, social advocacy, and their fondness for corporate social responsibility indicates that corporate and personal brands have to adapt themselves to the values of this audience. ORM is implicated in how content marketing is optimized for search and brand discovery, arguably, the most important digital influence on sales.

Negative reviews can in today’s social media world, be quickly amplified by Millennial brand advocates and Millennial (peer) influencers themselves leading to unintentional negative press, detrimental PR and even litigation issues for brands without an ORM strategy and solution.

ORM can thus lead to better branding strategy that is conducive to an optimized Millennial following, that will play a significant role in how your corporate or personal brand scales in the coming years as Millennials are set to be the most important demographic online.

An ORM solution can implement the following workflow for your brand’s SEO issues:

Monitor, audit and carefully report on the reputation management issues of your individual or commercial brand.

Identify content which is potentially damaging to your brand and gaps in your SEO that lowers your credibility, social authority and trust among Millennial audiences.

Communicate relevant SEO changes and possible PR issues with your marketing team.

Take necessary reverse SEO and ORM actions to suppress the negative information that may be damaging search results and therefore customer engagement and even sales.

Since Millennials are highly engaged and interactive users of review sites, comments, user generated content, social media channels experts, and so forth; optimizing your brand’s reputation management issues relating to them makes a lot of sense.

ORM for Millennial engagement facilitates the optimal ROI of search results on Google for your brand and business.

Millennials make up the most active demographic on such sites and social apps that often have a high impact on the brand impressions of your products and services, such as:
Yelp
Foursquare
Facebook Ratings
TripAdvisor
Pinterest
Instagram, etc…

Stats on Millennials

Millennials are considered a very important demographic in marketing as they lead mobile and digital trends forward. In addition the following statistics shed some light on their tendencies.

Millennials make up 27% of the US population.
They review blogs (33%) and peer reviews as important indicators before making a purchase.
Millennials value “authenticity” (43%) over content authority when consumer News.
According to Deloitte, Millennials have tenacious personal values that do not tend to change even as they move up the corporate ladder or gain an inheritance.

Millennials are a Significant Consumer Demographic

Millennials will spend $200 billion annually by 2017 and up to $10 trillion over their lifetimes as consumers in the US.
Millennials are social consumers who sleep near their smartphone and who has a group experience social validation online. For example, 70% are more excited about a decision they have made when their friends agree with them, compared to only 48% for non-Millennials.
As of February 2016, 25% of Millennials in the US are parents and by 2026, this will be near 80%.
Over 80% use YouTube (and Netflix) more than they watch TV and text more than they talk on their smartphones.

A number of Millennials cite their parents as important purchasing touch points and this makes their parents as highly implicated in their purchasing decisions indicating Millennials may be the most important demographic for purchasing decision engagement in an inter-generational family.

Reputation management techniques are uniquely positioned to scale with how Millennials interact with your brand today and tomorrow, in its ability to strengthen the SEO of your best content, while fixing PR and content discrepancies that could lower your brand impressions and brand engagement.

In today’s ever changing mobile and digital search ecosystems, online reputation management is poised to help you engage with Millennials.

Michael Spencer is a branding strategist and copywriter based out of Montreal. He is one of the most featured authors on LinkedIn’s Millennials channel.

Reputation Management

Reputation management has become an important industry worldwide, with the use of Google search engine, maintaining or enhancing ones reputation can either be easy or difficult to manage. If a company is caught with a fine for environmental damages it can take quite a toll on their reputation; on the other hand, if the company has done a great job raising money for multiple charity organizations, this will further increase the companies name. The interesting thing about reputation is that it can take a long time to build it where you want it to be but it can also crumble in a matter of seconds. Many executives and companies realize the importance of reputation and they take this very seriously. The severity of reputation leads them to employ reputation management companies to properly watch over their position over the net. The number one place to look for any individual or company is through google.

Today, Google has become a huge part of our lives. You depend on Google as a child looking for explanations about dinosaurs to adults looking for intricate recipes or directions to a store. That is where you go for any form of information, whether it’s good news or bad news. Many companies are aware of this and with the employment of reputation management companies, search engine results can be altered to enhance ones own status. This is called SEO, search engine optimization. Twenty years ago, reputation management companies consisted of publicists. They knew how to present oneself within the media to build character but with the internet and the advancement in technology, reputation services extended to a new breed of “publicists.” These publicists were the kind who knew how to change the search engine results with just their keyboards and their minds.  This sparked a new industry called SEO services.

SEO service industry has flourished in the last decade. Many companies and individuals seek out services from these companies to further increase their reputation or awareness on Google. For instance, if an individual were to open a restaurant that serves blood pudding and a cow tongue sandwich with tarragon, not many people would walk into the restaurant; but, if there was an online presence where they reached out to people who loved to eat food of this caliber or people who liked to try new and weird items, reputation management services knew how to create such a presence online. SEO is electronic marketing and most marketers are leaning towards such services since it does not produce much overhead costs and easy to employ in the hands of an expert. The interesting thing about SEO is that it works. It is about being aware of the keywords people would use to search for something specific and by knowing the keywords, these firms can do wonders to the search results.