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Actively Managing Your Reputation in Today’s Online World
Enterprise CenterSalem State University
January 31, 2017Abbreviated Version
How long have you been building…
`
Your
Rep
utat
ion
Nasty, scathing post about you/your business
Goals for this workshop:
`
• Focus
• Help you proactively build your online reputation
• Create/refine your plan
Reputation & Online Reputation
`
Are they the same?
What comes to mind when you think about your online reputation?
The Unfortunate Reality of Today
`
The Good Ol’ Days Today
Reach of thousands if not moreAverage person told 10 people
Potential Places for an Online Reputation
`
• Google• Yelp• LinkedIn• Facebook• BBB• Angie’s List• Industry specific:– Trip Advisor, DealerRater, Houzz …
Step 1: Determine what matters
`
• Think about you, your business & industry– How do your customers/clients make
buying decisions?
• Prioritize• Know where you are starting from– Search your name; search your
company
`
• Build your reputation – Actively– Consistently
• What can you control to build your online reputation?– Example: LinkedIn – proactively request people
post reviews about you and your services– Google - create repeatable process for
customers to easily rate you– When do you have an opportunity to capture a
happy customer?
Proactive vs. Reactive
`
• Prioritize• Develop strategy by ‘channel’ • Consider strength for search
results (e.g., Yelp)• Plan all steps out – test and execute• Google – what if no gmail account?
Proactive Management
`
Map the customer experience: capture “happy”
• Thank you letter/email• Postcard with instructions• Be creative; have fun!• Facebook – do you love to Yelp? See what our customers have to say about us.• Don’t leave your brand up to chance!
`
Reactive
• Actively manage your online reputation– Timely response is critical– What is considered timely?– May depend on the ‘channel’
– Damage can be done quickly– Not all posts are legitimate posts– Your competition may not be playing nice
• Assign ownership; have clear accountability
`
Actively Managing – the implications• Where does this fit in your organization?
• Intern?• Admin?
• This is your reputation – your brand!• NOT a project; not haphazard.• Part of a trusted partner/employee’s job description• Strategic; evolving; rules & algorithms to know and
remain current
• Define and document escalation process & procedures
`
Building/Refining Your Plan
1. Know your starting point2. Prioritize – define the most important
channels for you and your business.3. Proactively build a strong reputation
- Testimonials, Likes, Followers- Reviews
4. Reactive – actively monitor and manage