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Coco Models — A Case Study

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Coco Mod­els

Lat­est Update — Jan­u­ary 14, 2010

One of our most recent clients over at Hon­ey­pot Mar­ket­ing is Coco Mod­els. Coco Mod­els is an up and com­ing mod­el­ing agency based in Toronto. We are work­ing on their Social Media Strat­egy, Search Engine Opti­miza­tion and Online Rep­u­ta­tion Man­age­ment programs.

We will be solid­i­fy­ing their branded search results, uti­lize the major social media chan­nels such as Face­book, Twit­ter, and MySpace to tie their online brand together into a cohe­sive net­work of prop­er­ties which con­vey one uni­fied brand mes­sage. In this case study we will high­light our strat­egy and tac­tics we will employ in order to solid­ify the Coco Model brand online.

Just for a bit of back­ground on Coco Models:

Coco Model Man­age­ment is bring­ing a fresh take to the mod­el­ing indus­try by focus­ing on com­mer­cial, adver­tis­ing, tele­vi­sion and film work, build­ing up an impres­sive client net­work with national and inter­na­tional adver­tis­ing agen­cies, cast­ing agen­cies, pho­tog­ra­phers and pro­duc­tion houses. We also rep­re­sent mod­els for numer­ous pho­to­graphic assign­ments for cat­a­logs, brochures, bill­boards, posters and other media.

Coco Mod­els rep­re­sents peo­ple from a wide range of ages, with an angle towards real peo­ple. That is where the strength of the agency lies; our pro­fes­sional and easy to work with tal­ent and dynamic, expe­ri­enced staff.

This is an early stage project for us but we look for­ward to work­ing very closely with the team at Coco Mod­els to unify their online mes­sage and engage cur­rent clients, prospec­tive clients, pho­tog­ra­phers and indus­try partners.

Want to find Coco Mod­els Online? You can check out the fol­low­ing sites:

Offi­cial Coco Mod­els Blog

Coco Mod­els on Twitter

Coco Mod­els on Facebook

Coco Mod­els on MySpace

Coco Mod­els on LinkedIn

Coco Mod­els on Flickr

Coco Model Man­age­ment is a very cool agency based out of Toronto, Ontario who are bat­tling the tra­di­tional ideas and con­cepts of beauty in the fash­ion, pho­tog­ra­phy and mod­el­ing indus­tries. For more infor­ma­tion on how they are doing that have a look the fol­low­ing write up in The Brock Press Online Edi­tion about Coco Mod­els — Bat­tling the Ideals of Beauty:

When asked of the por­trayal of mod­els and the effect on young girls, Chep spoke on behalf of the com­pany, claim­ing, “we do think that [rail-thin mod­els are] a neg­a­tive rep­re­sen­ta­tion of the mod­el­ing world because it sends out a mes­sage to peo­ple, espe­cially young girls, that they can only be beau­ti­ful if they’re six feet tall, a size two, and blonde. This is prob­lem­atic because, as Cul­ti­va­tion The­ory states, the more and more a per­son encoun­ters a cer­tain image in soci­ety, the more they’ll believe it to be their real­ity”, and then thanks a fourth-year Pop­u­lar Cul­ture course.
Coco Model Man­age­ment holds the belief that every­one should be able to model in the com­mer­cial mod­el­ing indus­try and aims to oppose the stan­dard ideals of what beauty is per­ceived as.

It’s fan­tas­tic to see a mod­el­ing agency tak­ing this approach, espe­cially when so many in the fash­ion world do not.

Coco Model Man­age­ment Updates:

1. We just pub­lished the begin­nings of a fan­tas­tic list: 100 Tips for Mod­els on Squidoo. You can see the Coco Mod­els pro­file and arti­cle page — always look­ing for more input and advice!
2. The new Coco Model Man­age­ment News and Updates site is up and live. You can get all the newest infor­ma­tion on Coco Mod­els News and Events from their offi­cial page.
3. Coco Model Events has recently been launched. Stay tuned to the newest addi­tion to the Coco Mod­els ros­ter to get video, pic­tures and details of upcom­ing events.
4. Coco Mod­els will be head­lin­ing the Anokhi Gala Run­way Fash­ion Show in Feb­ru­ary 2010. Have a look at the offi­cial Coco Mod­els Press Release for more information.

Coco Model Man­age­ment — A Case Study in Rep­u­ta­tion Management

Coco Model Man­age­ment is a model man­age­ment and tal­ent agency located in the heart of the Yorkville dis­trict in Toronto. Although they are a small shop, they have an excel­lent track record or client work, tes­ti­mo­ni­als and event work, the fash­ion indus­try can be some­what devi­ous at times result­ing in some unver­i­fied neg­a­tive post­ings on var­i­ous forums and other online review sites.

Before we ever take any client on board in the world of Rep­u­ta­tion Man­age­ment we actu­ally inves­ti­gate the valid­ity of the com­plaints. Is this some­thing we can address directly? Is there a valid complaint?

After pour­ing over client records in an attempt to match up the client with the com­plaint, attempt­ing to con­tact the poster of the com­ments and the web­mas­ters of these sites — all with­out luck, we decided that this is fact a case of a com­peti­tor post­ing unsub­stan­ti­ated rumors and neg­a­tive publicity.

The inter­net can be a wild place with unver­i­fied posts affect­ing a good com­pany in search list­ings and on other social media web­sites. If you are not keep­ing your online rep­u­ta­tion up to date you can eas­ily become vic­tim to less than hon­est com­pe­ti­tion. Your poten­tial cus­tomer will likely search for your brand in the end stages of mak­ing any type of pur­chas­ing decision.

How do you pro­tect your online rep­u­ta­tion and branded search results from this type of activ­ity? Well here are the steps we took with Coco Models:

1. We went through a num­ber of chan­nels to secure as many branded social media pro­files as pos­si­ble. Even if we did not uti­lize them all at exactly the same time we had them reserved.
2. Added a Word­press blog to the main Coco Mod­els web­site which we had the abil­ity cus­tomize. From there we began link­ing to our most author­i­ta­tive social media pro­files which included Twit­ter, Flickr, Wordpress.com, and Face­book. This cre­ated a web of author­ity between the main domain and the rel­a­tively promi­nent social media profiles.
3. Tracked our SERPs in Google.com, Google.ca, Yahoo.com and Bing for their core branded terms — you always need to know where you stand.
4. Inter­con­nected our new blog and all social media pro­files as much as pos­si­ble through RSS Syn­di­ca­tion and other tools. This ensured that one sim­ple tweet would cause a cas­cade of updates to all rel­e­vant sites and pro­files, this reduces our work­load and also pro­vides the “right” kind of behaviour.
5. Ref­er­enced social media pro­files through direct links. Exam­ple: Twit­ter men­tion the MySpace pro­file, on MySpace men­tion our busi­ness page on Squidoo, Cre­ate weekly blog digests from our Tweets. This strength­ens our “inter­nal” or “net­work” link­ing and shows the engines that these are our sites and are strongly related and highly relevant.
6. Using exist­ing forum pro­files we also began and incited dis­cus­sions on fash­ion, pho­tog­ra­phy and tal­ent sites ensur­ing that we fol­lowed the dis­cus­sion and linked back to our rel­e­vant sites and social media pro­files. This increases the author­ity of our social pro­files thus pre­vent­ing ran­dom, unver­i­fied post­ings to rank highly in the search engines.
7. Sub­mit­ted and cre­ated very strong busi­ness direc­tory list­ings on over 150 busi­ness direc­to­ries also ensur­ing we were rel­e­vantly link­ing to our online resources and adding more strength to our “mini-net”.
8. Cre­ated a series of rel­e­vant online press releases and sub­mit­ted them to major sources with SEO fea­tures enabled. In addi­tion to this we also posted our press release ina  press cen­ter on the main domain, link­ing back to the press room from the sub­mis­sion. From there we would cre­ate a blog post sum­ma­riz­ing the release and link­ing to the press room. Since all of our social media pro­files are watch­ing our blog every press release was auto­mat­i­cally linked to over 100 sites.

Coco Model Rep­u­ta­tion Man­age­ment Pro­gram — Results

We are only a few weeks into this rep­u­ta­tion man­age­ment pro­gram how­ever our efforts have been extremely suc­cess­ful to date. Since Coco Mod­els had a very weak online pres­ence with lit­tle to no foothold in Social Media it was a chal­lenge to rapidly (and hon­estly) build author­ity, how­ever our plan was extremely focused and per­sis­tent. The unfounded neg­a­tive list­ing wavers between page 2 and 3 and shortly will be removed from any form of relevance.

One thing to bear in mind. This pro­gram was only cre­ated after we had con­firmed that these were ille­git­i­mate and poten­tially libelous state­ments which were hurt­ing a com­pletely legit­i­mate com­pany. Under other cir­cum­stances we would not nec­ces­sar­ily work to push down another list­ing, rather we would work to help solve the core of them problem.

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Copyright © 2008 Dan Nedelko : Internet Marketer · Dan Nedelko is the founder of Honeypot Marketing an Internet Marketing firm located in Toronto, Ontario and Vancouver, British Columbia · If you can't find what you are looking for please have a look at our Internet Marketing and SEO Resources.

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