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MANAGEMENTREPUTATION
WHY YOURSHOULD CARE ABOUT
Thomas H. 3:45pm on February 7th, 2013
Susan M. 11:02am on March 22nd, 2013
Gunner 1:30am on May 4th, 2013
Just had the worst meal of my life at @WilkinsonsRestaurant #sogross
Best poutines ever at the Fry Shop! EVERYONE needs to try it!
BACON!
EVERYONE HAS AN OPINION...and their dog
but not just here anymore...
...or here
THEY’RE SHARING THEMHERE and HERE and HERE
...and HERE
1.1+ BILLION
50+ MILLION
33+ MILLION
58 MILLION
925k
users on Facebook
unique users on TripAdvisor
local reviews on Yelp
tweets sent per day
new Google + users every day
DID YOU KNOW2/3 of people are more likely to buy from a store if they find positive comments about it online
And 1/2 are less likely to buy if comments are negative
DID YOU KNOW2/3 of people are more likely to buy from a store if they find positive comments about it online
And 1/2 are less likely to buy if comments are negative
A 1 STARimprovement of a restaurant’s average Yelp score increases revenue by
5 - 9%
CONSUMERS
CONVERSATIONS
the fact is,
control
and users
more than
TRUSTUSER GENERATEDCONTENT
TRADITIONAL
MEDIA
but not just here anymore...
so when a tweet goesout like this:
or a statuslike this:
OMG! I hate my job! My boss is such a jerk!
Yesterday at 18:03 - Comment - Like
or a reviewlike this:
or a reviewlike this:
a business should knowWHERE IT CAME FROM
HOW TO HANDLE ITAND
REPUTATION =REPUTATION =What you say about yourself
(Digital Footprint)
What others say about you(Digital Shadow)
go hand in hand
Vis
ibili
ty
Reputation
Winning!100%
0%
Scam
Shame
When many of your online profiles
have user content, your reputation
drives results.
The goal is to maximize visiblity
and reputation
REPUTATION & PRESENCE
HOW DO YOU DEVELOP A WINNINGREPUTATION THAT’S BOTH
ANDPOSITIVE VISIBLE?
FOCUS ON:Listing & Visibility
Reviews & MentionsCompetition Monitoring
Social MarketingBuilding A Database
1 Visibility
visibilityis about making sure your
customers can find you
Google Search I’m Feeling Lucky
MAKE SUREYOU’RE LISTEDwhere you need to be
MAKE SUREYOU’RE LISTEDwhere you need to be
LISTINGS AREACCURATE
and make sure those
Wilkinson’s Family Restaurant
There’s nothing worse than 4 different listings and wrong
contact info
Wilkinson’s Family Restaurant2240 Wilson Blvd., Seattle, Washington, 41322
Wilkinson’s Family Restaurant155 3rd Avenue South, Seattle, Washington, 41241
Wilkinson’s Family Restaurant505 3rd Avenue, Seattle, Washington, 41972
Wilkinson’s Family Restaurant182 Wilson Blvd. North, Seattle, Washington, 41361
Wilkinson’s Family Restaurant
There’s nothing worse than 4 different listings and wrong
contact info
Wilkinson’s Family Restaurant2240 Wilson Blvd., Seattle, Washington, 41322
Wilkinson’s Family Restaurant155 3rd Avenue South, Seattle, Washington, 41241
Wilkinson’s Family Restaurant505 3rd Avenue, Seattle, Washington, 41972
Wilkinson’s Family Restaurant182 Wilson Blvd. North, Seattle, Washington, 41361
it drives customers
CRAZY
ACCURATE LISTINGSmake customers happyand google happy
The more consistent yourlistings, the higher up ingoogle you’ll appear
2 Reviews &Mentions
3 STEPS to review success
ENGAGE TOOLSthe reviewer
think of reviews as management
1 2
Why engage?
Good ReviewsAccolades
Goal setting
Staff trainingPolicy issues
What would you do if someone was in
your store reviewing it right now?
Bad Reviews
HARVESTuser-generated content
3
Encourage customers to leave online reviews
Publish review highlights in your
marketing material
3 Monitoring theCompetition
MONITOR THE COMPETITIONAND THEN OUTDO THEM
Post more social updates than they do
Aim for better reviews
Watch for their offers, then jump in at the right time
Compare placement in searches for different keywords and develop content around your
weaker ranking terms
4 SocialMarketing
it’s one thing to MONITORyour online reputation...
then you have to
BUILD IT
SOCIAL MARKETINGis about three things:
successful
SOCIAL MARKETINGis about three things:
successful
BuildingFans
SOCIAL MARKETINGis about three things:
successful
GeneratingLeads
BuildingFans
SOCIAL MARKETINGis about three things:
successful
CustomerService
GeneratingLeads
BuildingFans
there are
to build fans3 KEY WAYS
POST
AND
CONTENT
INTERESTINGRELEVANT
1.
...And rememberto vary your posts
No one would watch a TV ̀ channel with 24/7 commercials,
so why would they do that online? Throw in some entertainment
Turn potential customers and loyal fans into active Brand Ambassadors
CONNECT WITH
INFLUENCERS2.
CREATE
AND SOCIAL
COUPONS,DEALS,OFFERS
3.
NOW HAVING A FAN BASE IS GREAT,but likes dont always = dollars
NOW HAVING A FAN BASE IS GREAT,but likes dont always = dollars
BESIDES, WHO’S REALLY GOING TO LIKE A
plumber locksmithOR A
ON FACEBOOK ANYWAY?
(also, that looks like a top hat :)
are
on social media
CONSUMERSDECLARING
and thoseintentions are
Do you know how many people tweet about locking their
keys in their car?
LOTS.LOTS.LOTS.LOTS.LOTS.LOTS.
How many people are moving to San Fran
right now?LOTS.LOTS.LOTS.LOTS.LOTS.LOTS.
LOTS.
Social Media gives local businesses the revolutionary opportunity to connect with
who are ready and willing to purchase
nearby customers
AND ONCE YOU’VE CONNECTED,YOU BETTER KEEP THEM HAPPY
Facebook, Twitter, etc. are incredible customer service tools to strengthen your reputation.
65%think social media
is better than call centers
SO WHAT’S THE RECAP?1. Consumers control conversationsBusinesses brands are no longer exclusively what they say they are. Today, brands are largely defined by consumers.
SO WHAT’S THE RECAP?1. Consumers control conversationsBusinesses brands are no longer exclusively what they say they are. Today, brands are largely defined by consumers.
2. Monitoring your reputation isn’t enoughBusinesses need to know what their customers are saying, as well as how to manage that info and build their reputation as well.
SO WHAT’S THE RECAP?1. Consumers control conversationsBusinesses brands are no longer exclusively what they say they are. Today, brands are largely defined by consumers.
2. Monitoring your reputation isn’t enoughBusinesses need to know what their customers are saying, as well as how to manage that info and build their reputation as well.
3. Social media isn’t just about followers and likesIt can also be used to generate leads and conduct customer service in order to gain return on investment.
REPUTATION MANAGEMENT!
there is no greater time for
to get involved withSMALL BUSINESSES
5 BuildA Database
91%
10x
90
95%
97%
has a cell phone within reach 24 / 7
more likely to use mobile coupons
seconds response rate for text messages
of smartphone user lookup local info
of text message are open
Is your business prepared
St. Peter’s Square
for mobile marketing?
St. Peter’s Square
Text KEYWORD to 72727 to recieve OFFERKEYWORD SHORTCODE
Sample Sample Sample Sample
Sample Sample Sample Sample
Sample Sample Sample Sample
Sample Sample Sample Sample
0:00 AMAT&TAT&T 12:34 PM12:34 PM
MessageMessageSettingsSettingsKEYWORD3KEYWORD4KEYWORD5
KEYWORD2 Print
In storeOnlineEvent
Your business: Send your welltargeted message. ( include link, coupon, information and more) Reply STOP to 2end
77PQRSPQRS
44GHIGHI
55JKLJKL
88TUVTUV
00
99WXYZWXYZ
22ABCABC
33DEFDEF
66MNOMNO
11
By entering your mobile number you are authorizing thisbusiness to send you updates, o�ers, specials, or other friendly communications. Up to 3 msgs/mo. Msg&Data Rates may apply.To cancel, reply STOP 2end.
Mobiel Number: Type Mobile Number with Keypad
ENTER
Your Business
Waiting area
and more...
Online
Signage
Drive thur
Point of sale
CREATE A BUILDER MINDSETCREATE A BUILDER MINDSET
3 STEPS to texting success
ENGAGE REWARDthe audience
Retention of customers
12
Why engage?Loyalty
Incentives toincrease business
A reason toreturn
You must have an audience to grow your business, event, non profit
or any other organizationNew Customers
BENEFITfrom capturing data
3
Send timely messages Birthdays, Oil changes
Specials, Events, Deadlines, Reminders...
whatever you need
Appointments, Donations
Mobile marketing makes cents
Industry Average 2 - 7%
$50,000+ Annually per location
X $12 = $4,320 increase monthly revenue
3% return per month = 360 more transactions per month
3 promotions per month = 12,000 direct offers
1 location can build 3,000 - 5,000 people in their database over their first year!
