Npma 2015 referral websites reputation management

Review Generation and Reputation Management Donnie R. Shelton

Review Generation and Reputation ManagementDonnie R. Shelton

Mother TurkeysPhenomenal nurturing mothersTend, warm, clean chicksCuddle and love chicksWatchful and protective

She also has a dark side Triangle Pest Control LLC. All Rights Reserved

One of the most nurturing mothers on the planetShe is not that way to all of her chicksReject or even kill some chicks

Pole CatsPredator of: RodentsBirdsEspecially small birdsNatural enemy of Turkeys Triangle Pest Control LLC. All Rights Reserved

What do you think will happen if . Vs. Triangle Pest Control LLC. All Rights Reserved

The M. W. Fox ExperimentMother Turkey (with chicks)

1974 ExperimentStuffed polecat replica (with a speaker)Recorded a baby chicks soundString to imitate movement of the replica Pull the polecat towards Mom Triangle Pest Control LLC. All Rights Reserved

OK so he did not put 2 live ones together but he did create a replica

The M. W. Fox Experiment

Triangle Pest Control LLC. All Rights Reserved

Senario 1: No chick sound

Moms ResponseAn immediate and furious attackPecking, scratching, squawking, pecking, clawing rage



Senario 2: Chick sound

Moms ResponseAcceptance the polecatGathered it underneath herNutured it



Senario 2: Chick sound then no

Moms ResponseAcceptance the polecat at firstVicious attack once sound turned off

Two Important Fundamental questions:

What is the turkey soley basing acceptance on?Why will she neglect and even murder one of her own chicks? Triangle Pest Control LLC. All Rights Reserved

Remember that is the only variable in this experiment

Mother turkeys will also treat chicks that dont cheep the same way

Behavioral Triggers & Action Patterns

Experiment findings:

Turkey mothers decision makingLimited brain capacityCannot process high loads of information


Limitations in:

Size Processing capacity


Experiment findings:

Mother Turkey Brain Responds to a cued triggerHas a hard-wired action pattern Triangle Pest Control LLC. All Rights Reserved

Trigger - Cheep, cheep Action pattern - acceptance and nurturing

It is so hardwired that even appearance had no effect on the behavior patternNot even a polecat that has the potential to kill it and its chicks

Behavioral Triggers & Action Patterns Triangle Pest Control LLC. All Rights ReservedTriggerActionPattern

RepeatablePredictableHard wired

Humans are different Triangle Pest Control LLC. All Rights Reserved

Our brains are highly evolved

Lots of spaceHigh capacityHigh processing Triangle Pest Control LLC. All Rights ReservedHow humans behave

How humans behaveOur brains are also lightning fast Several processes in nanoseconds

To determine appropriate behaviorTime (past, present, future)Relevant factsExperience


We can process multiple sources of information is nanoseconds

How humans behaves

We can see past behavioral triggersWe are not hard-wired Triangle Pest Control LLC. All Rights Reserved

Or are we?!?!

Triangle Pest Control LLC. All Rights ReservedVideo #1 - Ross attacks women

Pay Attention to how you feel as you watch these videos

Triangle Pest Control LLC. All Rights ReservedVideo #2 - Ross attacks women

Key Question: Why is Ross funny in one video but a total creeper in another? Triangle Pest Control LLC. All Rights Reserved

What TV execs knowLaugh tracks work!

What does this have to do with referral websites and Reputation Management?


What does this have to do with referral websites and Reputation Management?

Everything! Triangle Pest Control LLC. All Rights Reserved

How we behaveYes we do have tremendous capacity, but.

More choices than brains can processWe must shortcut many decisionsWe use single source decision makingMost triggers are helpful in daily life Triangle Pest Control LLC. All Rights Reserved

Besides the person at McDonalds (who has never been there)Cheescake FactoryReliable trigger, decision gets madeCommon, reliable behavioral triggers

TriggerActionPattern

Common Behavior Triggers Triangle Pest Control LLC. All Rights Reserved

ReciprocityCommit and consistencySocial ProofLikingAuthorityScarcity

Triggers and Marketers

Great MarketersKnow the triggersKnow the action patternsExploit them without our awareness Triangle Pest Control LLC. All Rights Reserved

Behavoir triggers get exploited every single day

What is the point?

We are not that different than Turkeys!!The majority of the time we are on auto-pilotWe have hard-wired behavoirs Triangle Pest Control LLC. All Rights Reserved

Expensive = ValuableCheap = Low quality

The Mother of all Behavioral TriggersSocial Proof - informational social influence, is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. Triangle Pest Control LLC. All Rights Reserved

You dont believe me?

Just start looking up on the street one day and see what happens

Social ProofSocial Proof triggers

Uncertainty - You are not sure about the right answer Likeness - You see people like you behaving in a certain manner

Triangle Pest Control LLC. All Rights ReservedTrigger

Social ProofSocial Proof action pattern

Reliable single source triggerI should behave like people who are like me

Triangle Pest Control LLC. All Rights ReservedBehavoir

Want to see this in action? Triangle Pest Control LLC. All Rights Reserved


Triangle Pest Control LLC. All Rights ReservedTriggerActionPattern


Trigger = Uncertainy / The are like us - Cheep CheepResponse = Buy


LikenessUncertainty

Trigger = Uncertainy / The are like us - Cheep CheepResponse = Buy



Uncertainty



LikenessUncertainty



LikenessUncertainty



Behavioral Triggers & Action Patterns Triangle Pest Control LLC. All Rights ReservedUncertaintyWhat do others think?

Like themDo what they do

Question #1:

What type of lead do you have the highest probability of closing?

Triangle Pest Control LLC. All Rights ReservedQuestions to consider

Any good presentation creates more good questions that information

Question #1:

What type of lead do you have the highest probability of closing?

Referral Triangle Pest Control LLC. All Rights ReservedQuestions to consider


80% will trust reviews as much as personal recommendations Triangle Pest Control LLC. All Rights ReservedQuestions to consider


Question #2: How uncertain do you think your potential customers are of hiring you as a service provider?



Question #3: What single source indicator do you think those customers are using for that uncertainty?



Question #3: What single source indicator do you think those customers are using for that uncertainty?

Social Proof Triangle Pest Control LLC. All Rights ReservedQuestions to consider


Question 4: Which of the mediums do you think works best for social proof? A radio commercial A TV commercialA direct mail piece A consistent flow of positive online reviews



Question 4:Which of the mediums do you think works best for social proof? d. A consistent flow of positive online reviews

80% will trust reviews as much as personal recommendations Triangle Pest Control LLC. All Rights ReservedQuestions to consider


Question 5: Is there anything you can do to control the behavoir trigger?



Question #6:Do you have a strategy in place to use social proof for potential consumers? Triangle Pest Control LLC. All Rights ReservedQuestions to consider


Question #6:Do you have a strategy in place to use social proof for potential consumers?Are you actively soliciting reviews from your customers? Are you actively managing your online reputation?



Question #7: Right now, at this very moment, are you missing opportunities because you dont have an online review and reputation management strategy in place?



Question #8: Are you aware that most serious service competitors have both a review generation and reputation management strategy to drive their online marketing?



We all have behavioral triggersReally good marketers know themSocial proof is potent online and for our industryIf you dont have a review and reputation management strategy in place you are missing a huge opportunity


If I did my job right, you will really want to hear what Dennis has to say

Reputation ManagementPeople all over the world are talking to each other.What are they saying about YOU?

DefinitionWikipedia Defines Reputation Management asinfluencing and/or control of an individual's or business's reputation through the practice of monitoring the reputation of an individual or brand on the internet, addressing content which is potentially damaging to it, and using customer feedback solutions to get feedback or early warning signals to reputation problems

What is your Reputation Worth?

CONSTANTLY MONITOR and POST BE ACTIVE!

CONSIDER THIS!Cost to acquire a Customer?Total Advertising Spend + Sales Commissions / Number of New Customers = Cost per Customer.ABC DFW - $244.37 in 2014

A GOOD REPUTATION GAINS CUSTOMERS AND A BAD ONE SCARES THEM AWAY!

IN OUR INDUSTRY ITS PERSONAL!Making it PERSONAL means that you make it RIGHT!Its not about WINNING - Giving in will keep people from blowing you up on the Internet!People WILL REVERSE bad reviews IF you make them HAPPYThis happens when YOU show up, make the call, make it right!

MAKING IMPRESSIONS EVERY TIMETrain all employees from answering the phone to servicing the home to the first time you have to return for free.We have to LOVE our customers even the PITA (Pain in the A__) ones.Sometimes, PITA customers are the MOST vocal online!NPS You cant manage what you dont MEASURE!Teach your field staff T-E-N for a 10! (Touch Base Eye Contact Name)

Happy EndingsIf your working relationship is going to end, make sure it ends WELL.Give more than expected at the end dont let them go away MAD!If there is no satisfying the customer, and they are threatening offer refund, with a catch. Have them sign a release that includes agreement not to disclose information about their dealings with you including online.

Reputation at the Crossroads

Marketing

Npma 2015 referral websites reputation management