online reputation management for franchise brands

Online Reputation Management

For Franchise Brands

Case Study



Online reputation is more than a consumer

facing issue – a negative reputation can kill

franchise sales.

Online research is a key part of a potential

franchisee’s due diligence process while their

vetting your opportunity.

How does your brand look online?



If a prospect has the choice between working

with a franchise that has a positive reputation

online versus a brand that has a negative

presence online they will opt to go for the

company that has a favorable reputation,

regardless of whether the online complaints

have merit.



Your reputation is everything. Customers and franchise

prospects will turn their back on your brand if they discover

negative information on news sites, blogs, forums and review

sites.

Your negative reputation can grow in power and damage the

offline reputation a franchise has worked so hard to build.

Background

A few well-placed negative reviews were

driving business away from Our Franchise Client

and damaging the exceptional reputation that

brand had built during its 30 years in business.

Sites like Ripoff Report, a for-profit website,

known for publishing un-validated complaints

and “exposés” and charges a fee to

companies and individuals to remove their

negative reviews, were dominating the online

search results.

Background

Our Franchise Client was experiencing the pain

of a negative online reputation and came to

Fishman PR for help.

The Idea

Battling the negative search results built on unfounded

reviews in the court room, would have led to costly

litigation and more often than not experience a loss in

court.

Fishman PR saw an opportunity to use the power of

high-quality content, strategic online reputation

management and search engine optimization to

create a new, positive picture of Our Franchise Client

online– the kind of reputation prospects want to invest

with and customers want to patronize.

The Process

Through the development of exceptional content that’s

worth sharing and optimized to rank in search results, the

right distribution tactics and a Branded Hub, Fishman PR

could promote Our Franchise Client as a thought leader

and create a positive brand identity online.

Campaign Components:

Branded Hub

High-quality, SEO content

Strategic Content Distribution Tactics

Weekly Online Reputation Scorecard to track and

report progress

Branded Hub

The Fishman PR team developed an optimized

Branded Hub that features the latest in SEO

tools plugins.

The right background technical support allows

for Google’s “crawlers” to scan content so that

it may rank higher in searches.

As the cornerstone of the online reputation

management strategy, the Branded Hubs works

to feature Our Franchise Client as a thought

leader and directs valuable website traffic

toward positive branded content.

High-quality, SEO Content

Blogging is one of the most powerful tools for search engine optimization. By publishing high quality, optimized content on a regular basis, we create a buffer for Our Franchise Client ’s online reputation and helps to push negative results down.

Online complaints from disgruntled franchisees and clients can kill sales when they are discovered in the process of researching your business. By consistently publishing branded content, we created a buffer so that when complaints arise, they don’t go straight to the top of a Google search.

Content Includes:

Interviews with Our Franchise Client Executives

Tips and tricks from the pros

Industry segment articles and reports

Content Distribution

We used existing branded social media and

created new accounts for Our Franchise Client

and the company founder to distribute the

positive, high-quality content we created and

published on the Branded Hub.

By utilizing a variety of distribution channels, we’re

able to distribute new and existing content like

articles, videos, images and presentations across

a wider network.

Through strategic content distribution we’re able

to improve the reputation of the brand online by

boosting SEO efforts and increasing brand

awareness.

Results

Online Reputation Management is This is an

ongoing process that doesn’t happen

overnight. Fishman PR worked to battle

negative search results for Our Franchise Client

and its founder. Between January and July

2014 we were able to show:

12% positive search result increase

8% negative search result decrease

An overall more positive brand image on

the first 2 pages of Google search results for

keyword terms.

Starting Results Current Results

Results

In addition to Google search rankings

we also focus on achieving positive suggested

search results.

At the start of the process our client had

almost entirely negative suggested search

results.

As of July our progress is as follows:

50% negative suggested result decrease

50% positive suggested result increase

Starting Results Current Results

Contact Rachael Wachstein,

Vice President of Content Marketing for a free consultation:

(847) 945-1300

[email protected]

Contact Us

mailto:[email protected]